No doubt the battle for attention in the inbox is fierce.
People’s inboxes are bursting at the seams.
According to a DMR research the average person receives 121 business emails in a day as brands fight to gain people’s interest on the most profitable channel of all — email. Companies push everything from free trials to paid products or services through countless email campaigns.
Worse, recent studies show people’s attention spans are getting shorter and shorter by the day.
To get your email opened and read, you’ve got to go an extra mile.
That’s where the pre-header text comes in to rescue the situation. Arguably, pre-headers are the most underrated and underutilized aspect of email marketing. In this post, I’m going to show you five simple ways to increase your email open rates through crafting seductive pre-header text.
First, let’s get the basics out of the way.
Pre-header text is a bit of text that follows the subject line when an email is viewed in the inbox.
It gives the recipient a chance to preview the content of a message and decide if it’s worthwhile to open it.
Source: Email Marketing Tipps
In a sense the pre-header is like a second subject line. It’s another opportunity to give a user the final push to open an email.
Here’s how to write a compelling pre-header that entices readers to open your emails every time.
Let’s get started.
By posing the right question to your readers, you take advantage of human nature.
Because human psychology demands an answer to a question.
A well-phrased relevant question forces readers to open the email to satisfy their curiosity and find out the answer to the nagging question.
Jacob McMillen, a top marketing copywriter certainly caught my attention by asking a searching question.
Although this is a headline, the technique can easily be used on pre-headers as well. The urge to find out how a solopreneur beat $500 million dollar companies is almost unbearable.
That’s how powerful a question can be.
Fear of missing out or FOMO as its popularly known is another powerful method of getting more opens.
FOMO is a mighty driving force — it pushes people to act fast.
Nobody wants to lose out on the good stuff other people are enjoying.
Waitrose Wine used FOMO to encourage users to make last minute purchases and clear their wine stock.
Source: Email Marketing Tipps
The pre-header fuels readers’ appetite for a drink by screaming ‘Don’t miss our wine clearance’. This makes it more likely for them to check out the message.
People are selfish by nature.
They don’t give a hoot about your brand.
All they want to know when interacting with people and brands is: “What’s In It For Me” (WIIFM). What can I get from this? That’s all they care about. Give them that and they’ll eat from the palm of your hand all day long.
But how do you do that?
In a word: benefits.
Show them how they’ll benefit from opening your email. Giving readers a sneak peak of the juiciest benefit they’ll get can lure them to open your email.
One Kings Lane lead with the steep discounts they’re offering.
Source: Email Acid
Who would pass up such a deal?
Certainly, most would be tempted to look into the message.
Emojis are all the rage in digital marketing right now and that for a good reason.
They add hard-to-ignore visual interest. Slip in a relevant emoji and your email instantly stands out from the pack.
Experian conducted a study on the use of emojis in the subject line of an email. According to the research, the open rate of emails with emojis in the subject line was 56% higher compared to bare ones.
Wayfair found an engaging way of making their message stand out of their subscribers’ inboxes by using the clapping hands emoji.
Emojis are a fun way of attracting your audience. But use them rarely otherwise they lose their appeal.
Another stupid-easy way of penning dynamic pre-header copy readers can’t resist is personalization.
According to the State of Digital Personalization report, 82% of marketers reported an increase in open rates through email personalization, while 75% believe it yields higher click-through rates.
Philips Chrysler enticed their subscriber by including her name in the pre-header.
Source: Practical Ecommerce
It’s been said the sweetest sound in any language is one’s name. Certainly, Carolyn’s heart warms up to the email when she sees her name.
Pre-headers: The Secret Ingredient To More Opens
Don’t waste your precious pre-header space.
It’s prime marketing estate you should take full advantage of.
The pre-header text is a subtle weapon savvy marketers use to increase open rates and supercharge their marketing campaigns.
With a bit of creativity you too can come up with winning pre-headers that grow your business.
According to his cheeky wife’s baseless claims, Qhubekani Nyathi aka The Click Guy, is an irresistibly handsome dude. He helps SMBs rapidly grow their income and impact through actionable long-form content that ranks high, builds authority, and generates tons of leads. He is a contributor to top blogs like Crazy Egg, Search Engine People, Techwyse, AWAI, and more.
Emails can be effective ways to reach out to your customers. But, if you’re not able to initially entice them to sign up on the mailing list, that’s a substantial problem. Below, we’ll go over six practical ways to make people realize your emails contain information they need and want.
Sometimes, individuals click on email signup links, then realize they have to populate several fields with information to subscribe. Even though you may want to ask for numerous demographic details, only ask for the essential information at first. Most important of all is the email address itself because it’s the gateway to other insights you could gather later. By only requiring an email address to get onto a mailing list, you let people sign up in a few seconds.
As you can see from the Bath & Body Works email form, it merely asks for an email address. If people put their cursors over the information symbol to the right of the submission button, they see a few more details, such as the company’s mailing address and disclosure that subscribers are free to leave the mailing list at any time. Those extras add credibility to the email address request.
The inviting color scheme and pleasing font draw viewers in and make them interested. Also, the text underneath the header graphic emphasizes being able to get the scoop on the latest news with the company before non-subscribers can.
Experts say one of the best ways to get people to sign up for your email list is making sure that people don’t miss the subscribe method.
One approach is to make the form “sticky,” so it follows visitors as they scroll down the page. You may also want to make it appear after people have been on the site for at least a couple of minutes. By then, they’ll be able to gauge whether signing up is worth the effort.
In your quest for visibility, make sure not to exasperate users with an email signup box that’s too obnoxious. If you use a pop-up window that covers the entire screen or features the X icon to close the overlay in a color that’s hard to see, people may get so fed up that they close their browser windows and never return to your site.
Sometimes the promise of high-quality future content arriving in an inbox is not enough to make people take the all-important step of providing their email addresses to sign up for your list. With that in mind, consider offering a free item that relates to your business.
Giordano’s, a pizza brand, does this well by offering a free appetizer in return for signing for the brand’s G-Club email list. The creative use of the wooden table background and the plate of food in the corner gets visitors’ mouths watering in anticipation.
Notably, this window appears whenever a person navigates to the main Giordano’s page. However, the clearly visible X button in the upper right allows visitors to quickly close the window if they don’t want to sign up immediately.
Hootsuite and We Are Social teamed up to publish the Digital in 2017 Global Overview, a report that highlights technology usage around the world. It revealed there are over 4.9 billion unique smartphone users worldwide. That statistic highlights why it makes sense to ensure any email signup strategies you employ work as intended on those handheld gadgets.
Incorporate mobile usage trials into your overall testing strategies and build functionality that allows users to zoom in on email forms or fill in the fields with the auto-fill features built into most smartphone operating systems. Of course, you also need to create email content that looks great and is easy to read on small screens. If you don’t take that additional step, people could unsubscribe after their first emails arrive.
People understandably want to know if your emails will come every few days, weekly or less often. You can fill them in about frequency by simply including additional information inside parenthesis or denoted with an asterisk.
The newsletter signup page for Mother Jones, an activism-centered magazine with a strong online presence, isn’t extremely visually appealing, but it makes up for it with information people genuinely would want to know before signing up.
To the right of each checkbox for a particular newsletter, people can read the publication’s name, the day it’s published and a list of the topics typically covered. These thoughtful additions make it simple for people decide whether to put their email addresses in the signup box. The privacy statement below the email field also provides context about data usage, which could offer peace of mind.
Your target audience doesn’t want to feel like you’re only asking for their emails to try and get them to buy things. You can use language to strategically point out how people on your email list may play vital roles in what your business does.
Consider mentioning that people who sign up for emails can give feedback that shapes the development of new products. Your emailed content might include polls about new features, products, logo designs and more.
If applicable, point out how input from visitors makes up for one of your most important lines of communication for knowing what works and what doesn’t. Mentioning that makes people feel like they’re getting exclusive material that could enable them to play meaningful roles in your business or website moving forward.
Also, consumer feedback lets you take a proactive role in decisions. Instead of hoping your audience will be on board with something and rolling it out without asking first, you could use email content to encourage them to weigh in. Then you’ll see if you’re on the right track.
Thanks to these strategies and case studies, you can decide how best to make email signup forms attractive to your audience. They might not all apply to your needs, but they’re easy to adapt as appropriate.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
Sending emails is an important task for just about any business. Whether you’re communicating with customers and clients or employees and business partners, you’re likely to spend at least part of your day sending emails. However, emailing can quickly become an overwhelming and time-consuming endeavor.
Using email templates can be one way to cut back on the amount of time you spend emailing. As a way to become more efficient, a template allows you to spend less time crafting emails — particularly ones you need to send repeatedly.
What exactly are email templates, and how can you use them effectively? Let’s take a look.
A template acts like a skeleton for your email, allowing you to keep the same basic foundation while filling in specific details based on who you’re sending the email to. Email templates are particularly helpful for individuals who seem to have similar conversations with each client, customer or business partner.
To use an email template, you simply need to copy and paste the text into a new email. You can then change any information you need or add new details that relate to that specific conversation. This allows you to save time because you don’t need to retype the same information over and over.
Email templates can also be more detailed. If you send out weekly or monthly newsletters to a subscriber list, a template can help you send consistent emails every time. They can also ensure images, videos, graphics and other items appear correctly for your recipients.
Email templates are useful for many reasons. Regardless of the industry your business is in, you can use templates to make you more efficient. Here are four ways email templates can make your day-to-day activities more efficient.
As we already mentioned, one of the biggest benefits of email templates is that they can save you time. Because you don’t need to spend time typing out the same information over and over, templates can cut off a few minutes with each email you send. If you’re sending dozens of emails each day, this could potentially be hours of time you’ve just freed up each week.
Email templates are additionally beneficial if you’re sending intricate emails. If they include images, HTML or other special formatting, an email template can save you hours each day. When you don’t need to start an email from scratch each day, you can focus on other tasks and get even more done.
Email templates can also be beneficial if you have a lot of information you need to cover that you don’t want to forget about. Because an email template will have places where you can fill in additional information, you’ll know just what you need to include before sending a message off to a client or business partner.
Email templates are particularly helpful if you’re a business owner sending important information, such as meeting confirmations or contract details. Because forgetting information in either of these kinds of emails could cause confusion for both you and your client, you want to be sure you include everything the first time around. An email template allows you to fill in the specific details and ensure you’re covering all your bases.
A strong brand can improve your image with your customers and clients. When your branding is consistent, customers and clients will become familiar with your company and grow to recognize what you offer. The stronger your brand image is, the more customers and clients will be willing to pay to work with you.
Brand consistency should go into everything you do, including your emails. When you use templates, you can ensure each of your emails keeps the same branding. This means that when a customer, client or business partner receives an email from you, they will immediately know where it came from. This can strengthen your overall brand.
When an email comes in that is not properly formatted, it can be difficult for your recipient to read. If you’re starting emails from scratch each time, then you will need to send numerous test emails to ensure the formatting comes out correctly. This is especially true if you’re sending HTML messages or detailed newsletters.
However, if you create an email template, you don’t have to worry about the formatting. Because you’ve already tested the email, you know it will go through to the recipient the way you intended. This can save you time needing to restructure the email to get the formatting down.
There are a number of benefits to creating an email template. Whether you create an email template for emails you send frequently throughout the week, or you use a template for your company newsletter, having templates ready to go can save you time and make you seem more professional.
Feel free to get creative with the way you use email templates. Because each professional or company will have different needs, you’ll want to create templates that work for you. Use trial and error to create the best email templates that help save you time, maintain consistency and help you improve your image.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner
If you are a start-up, a small established business or even a large scale company, you need to have a strategy on your website in order for your visitors to sign up to your email list. Having a website is completely obligatory in the age that we currently live in being 2017. We live in what is called the information age, meaning that when people have questions, they turn to the internet to find their answers. Before you worry about getting your email campaigns opened, you must first compile an email list!
If you are not active in the online world and using it to promote your business, you are simply losing out in the full potential your business can achieve. However, if you already have a website, which is why you are here, then you are ready to find out how to maximize from it. We are going to show you 4 ways to use your website to collect email addresses for your list!
Your Navigation bar is the bar atop your site which allows your visitor to navigate through your site. Make sure your website has one or find out how to add a Navigation Bar. Plain and simple, you want to create a button here that reads “Sign Up” or “Join our List”. This is just the best real estate on your website for your email sign up offer to be. It is the first section that your visitor sees and you want to make it very easy for your visitors to sign up to your list. The more hidden your button to sign up is, the less people will actually sign up. Believe me, people aren’t looking for your email sign up button when they land on your page.
However, if it is right in front of them once they open your site, chances are everyone will see it and a higher percentage will sign up. Simply because the button was easy to find and if your business and website pleases them, then they will most likely give you their email addresses.
The best way to get your visitor’s attention for this is to have it on the sidebar or as a pop up ad. If you go with a pop up ad, most visitors will see this as long as they don’t have a pop up blocker. You want to remember that most people dislike pop ups. Therefore, you want to make this message as enticing and as exciting as possible! Understand your customers and visitors and understand why it is that they are navigating through your website.
Once you believe you fully understand who your visitors are, hold a contest or a newsletter offer. Things you can place on a pop up ad can be of the following:
The objective is to get your visitor to pause and truly understand that they will miss out on a great opportunity by closing that pop up ad. What’s the catch? None! All they have to do is provide their email address to you and they can claim their prize. Keep it catchy and eye-appealing and remember to make the offer revolve around them and not you!
Having a Blog on your website is crucial in this age of information we live in. Not having one is one of many email marketing mistakes you can make. As stated earlier, people turn to the internet to find answers to their questions. The internet makes it so easy to simply go online and Google whatever it is you want to know or find out.
Therefore, having a Blog about your business or line of work will benefit the niche your business falls in. A Blog on your site should be all about your business, company, line of work and basically anything that can relate to the products or services you sell. Your Blog should answer any questions or concerns your customers or potential customers may have. Make your Blog interesting with great content such as videos or relevant to trending topics. Also make sure that you also provide proper SEO strategies for your articles or hire a SEO company to optimize your articles so they can be easily found in search engines.
Your Email Sign up forms will go below every single Blog Post you write! Why in the bottom of the posts? You want to build credibility. If you write great articles with great content, your visitors will read the entire content. If they like your content, then most likely than not, they will sign up to your mailing list.
Do not place the mailing list offer on top before the Blog Posts. Reason being is because you have not sold your image to your visitor yet. Even if they like your posts, by the time they reach the bottom, they have already forgotten about the email list offer you placed at the top. Most likely, your visitor forgot about it and won’t scroll back up to find it. Place your email sign up offer at the end of every blog post so that readers who enjoy your information will then sign up after being convinced that you are a problem solver and so is your business.
Many people think the “about” page is just a page one should have in a website but it always feels like a filler page. People feel that it’s just a page to make your site more official. However, this is a very bad perception of what it truly is and what it can truly do for you. The about page is the place where you sell yourself, your brand and your image overall. The about page is where you should convert visitors into customers!
Things you should place in your about page should consist of the following:
Just as your blog, your about page should also contain a section for your visitors to sign up to your mailing list. Also, just as your blog, you should place the sign up form below the page. This is for the same exact reason that you want to sell yourself to your audience before even offering to join your list. No one signs up to anything without being convinced of the direct benefits they will receive by doing so!
Remember that in order to attain email addresses, you must not just ask for them. You must show and explain what your subscribers will gain by signing up. Make sure you are crystal clear and show the direct benefit there is to be a part of your mailing list. The more explicit and specific you are of the benefits, the more people will trust you and the more subscribers you will get. Remember to be honest and keep your word. Show that you care and your customers and potential customers will also care for you and your business. If you keep these things in mind, you can apply these four strategies and benefit from them and collect email addresses in no time!
Have you ever thought of email marketing? With the increased use of internet, this is something you definitely want to take advantage of. It involves sending commercial messages to people through their emails. You can use it to send advertisements, request business, solicit sales, build loyalty or to put your brand out there to potential clients. Sounds interesting, right?
President Obama used emails extensively during his campaign. In as much as some people considered the messages annoying, he reached so many people in the United States of America and beyond. How much did he need for this? Only a handful of people to create the messages and send. This is the magic!
Big cup little cup is an online exclusive brand that uses intelligent email marketing drives to convert website visitors to customers. It is all about packaging the information in an irresistible way that will leave people looking for your products. Is this not something you want?
Most people think that this form of marketing has been passed by time. However, it is one of the most effective and efficient ways of getting to your customers. You just have to use a better strategy that will set the ball rolling. Let’s look at the advantages of using email marketing.
You will need to be careful when packaging your message for email marketing. If it is too wordy, people will not read. It should therefore be precise and to the point. Use photos to help you with the marketing. Always remember to start with the most important things first. Let the less important things come at the end.
To ensure that the target audience gets your message, you must know how to create a target email list for maximum profit. It is of no use sending mails to people who are not interested. Autoresponder system is an effective way of getting started. In this system, when customers key in their details, they will receive special and free offers thatthey really need. Some autoresponder systems that you will find helpful are Aweber and convertkit.
Now ask yourself, where do you get the emails? For sites, such as WordPress, they have email marketing plug-ins. This will help you get genuine followers who you will need when you are having something that you will want them to know. One thing that you must not forget is that good content will always have you get a lot of subscribers. People are naturally drawn to good things.
If you are a blogger, it is good to always remind your readers to subscribe to your site. Thank me later is one of those ways that WordPress plug-in offers, which help you to send thank you notes to your blog commentators. This way, your readers feel appreciated. This can be helpful to convert your commentators to regular readers.
For effective email marketing, you will need to maintain your email lists. You have to drop those emails that bounce. This is to increase your chances of mail delivery once you sent the mails. You could also find it important to check on your non responders, if they are not responding to your message, it means they are not interested and you will do yourself a favor by not sending them mails. You can also send test emails to those mails that have not been active for more than six months. This can help you to re-engage your subscribers.
Email marketing is an effective tool that can be used to reach millions of people. It is cheap and reliable. All you need to do is to have an efficient system that delivers. You will find it fun and enjoyable.
Derek Iwasiuk runs national digital search engine optimization firm headquartered in Minneapolis. He also spends a lot of his free time educating the minds of thousands of young SEOs and top agencies. For any inquiries on email marketing, simply visit Engage the Crowd Minneapolis. You can also follow him on Twitter @Diwasiuk
Prior to the invention of the Internet, marketers would buy targeted lists of names and mailing addresses. They would then create a series of letters designed to convince people on the list that they couldn’t live without a particular product or service. This approach is called direct marketing and it generated billions of dollars for its practitioners over the decades.
It was only natural to adapt the same sales process to the online environment. E-mail addresses have replaced physical addresses but e-mail marketing is a close cousin to its snail mail counterpart.
The benefits of e-mail marketing would fill volumes but boil down to low cost and global reach. If you wish to get the most from your e-mail marketing campaign, follow these simple steps and reap the benefits of your hard work.
Before you sit down and dash off an e-mail to a list of prospects, take the time to think about what you want to accomplish in very specific terms. There is a big difference between trying to get new signups for your product and going for actual sales.
Keep in mind that anything you do with e-mail marketing should be in line with your company’s overall marketing strategy. Don’t send a single e-mail unless you have a purpose.
The first order of business is to create a sizable e-mail list to send your pitches to. You’ll soon discover you can buy lists, just like the snail mail direct marketers, but resist the urge. There is no quicker way to torpedo your online marketing efforts than to send unsolicited e-mail. People will complain that you are spamming them and you will be blacklisted.
The accepted way to build an e-mail list from scratch is offer something of value free in return for an e-mail address and permission to make regular contact.
Let the goals you set out in the preparatory phase guide your choice of campaign. In general, there are four basic types of e-mail campaigns to choose from:
Knowing when and how to send e-mails is your key to success. For instance, experts used to suggest marketers use the “Auto Insert” feature to personalize each e-mail with the recipient’s name. However, research has shown that this approach is a little too familiar for most people’s taste.
Your e-mail marketing campaign will rely on your subject line. Invest enough time and effort to create an engaging subject line that sparks your customers’ curiosity.
Think about when you should send your e-mail. Your best bet is to send it out between 8 pm and midnight on Saturday or Sunday. The main reason for this is that sent volume is low within these parameters, which gives your message a greater chance to be seen. For even better response, give something away. The Internet was created on the free content model, and it’s never truly disappeared. Target your freebie to the specific interest of your list and watch those click-through rates soar.
If you want to save time, consider using the mail merge feature of your e-mail provider. Both Gmail and Outlook provide you with the opportunity to easily create personalized e-mail messages that you can send to multiple people at once.
Perhaps the most critical lesson of all is to know how to keep your messages out of the dreaded spam folder. The first step is to read the CAN-Spam Act, which spells out what is acceptable e-mail behavior and what isn’t. Next, familiarize yourself with trigger words and avoid using them. While there is no definitive list, the point is to keep overtly salesy, hyperbolic, misleading messages from arriving.
This is a fairly straightforward step. Do what you say you are going to do. Keep your promises and never promise more than you can deliver. Also, do not e-mails than you say you will. Some marketers fudge this area. If someone signs up for a weekly newsletter, resist the urge to send them a daily message.
When you do get responses or inquiries, answer quickly and politely. Customers are the reason you’re in business in the first place. Treat them like the gold they are.
There is no point in even beginning an e-mail marketing campaign unless you keep track of the numbers. That means you need to monitor which e-mails are being opened, which generate clicks, which website pages convert to sales or sign-ups and which don’t. Use an e-mail marketing tool combined with Google Analytics to obtain all the information you need in order to analyze your e-mail marketing strategy.
In conclusion, e-mail marketing should be a crucial part of your digital marketing. Although social media gets the splashy headlines, e-mail marketing still generates twice as much business. With a carefully designed e-mail marketing strategy, you could soon be taking your piece of the multi-billion dollar revenue pie that online sales generates.
Heather Redding is a part time assistant manager and freelance writer from Aurora, Illinois. She is a coffee-addict who enjoys reading and running. Street photography is her artistic outlet and she likes to capture everyday little moments with her camera. You can reach Heather via Twitter.
There are over 4 billion email accounts in the world and over 100 billion business emails are sent every day. So inboxes are already full. Emails are competing harder and harder for attention. Needless to say, the subject line is the most important part of an email.
The average email open rate is around 25%, depending on your space. And the average conversion rate from emails is around the 1% – 5% mark, on a clickthrough of between 1.3% and 5.5%. So while it’s one of the most effective channels there is, there’s also a little room for improvement. And with most email campaigns numbering in thousands, generating 1% more opens and thus maybe 0.5% more conversions could mean a massive jump in absolute numbers. Around 60% of consumers say they open emails based on the subject line alone!
How in the world, then, can we craft email subject lines that get opened? It might come as no surprise to you that the psychological tactics that have always worked for everything from cold calling to door-to-door sales still hold true. They just take on a new form in the world of email marketing. Here’s some new wine for your old bottle.
Question subject lines play on a couple of powerful human psychological drives. First, you have the fear of missing out – something so well known that it’s a Twitter hashtag as an acronym. The answer to the question might be vital information. Can you afford to miss out? But there’s another powerful instinct at play here. A question invites a response. And the only way to respond to an email is to open it. Question subject lines point to a broader idea: you want to stimulate curiosity, though question marks aren’t the only way to do that!
Closing our psych books, though, we can see that there’s a pretty common sense reason why this is an effective technique. If you have even the vaguest interest in buying a new home (Zillow’s offering) or making any other kind of purchase, how much you can afford is a vital question that influences every other move you make. Implying that that essential information is just a click away means your email is far more likely to be opened!
From psychology, to neurology: the effect of seeing or hearing your own name can be measured directly in the brain. And it’s not just names. Any form of reference to our identities and things we’ve done that we identify with can have similar effects.
Dale Carnegie may have been right when he declared that a person’s name is “the sweetest sound in any language,” but oddly, our names are no longer the most personal thing we can receive in an email subject line. That’s because subject lines that address you by name are so effective that they’re used by everyone, with the result that they’re losing their effectiveness in your inbox. We’re so used to seeing them that we filter them out.
Reference to content that we’ve created, though, is unusual and highly effective. Reviews we’ve written, comments we’ve made or the near-addictive alert emails from Quora that let you know someone’s commented on your comment are all strong motivators to open.
Urgency is one of the most effective marketing tools because it impels action. “Do something” doesn’t just carry less urgency than “do something now,” it carries less imperative – a less strong call to action. Urgency subject lines build a call to action in as the first thing you see.
There are effectively two ways to create urgency. One is product scarcity: there are only a few of these things. Another is time urgency: they’ll only be available for a short time. Add a deadline, a price reduction and a call to action in the subject line and you’re home and dry, so a subject line like “Hurry! This
But again, that familiarity is probably from brief dips into your spam folder after wayward correspondence. It’s too shout-y, too obvious and too likely to get picked up by the omnipresent SpamAssassin or a similar email server spam filter, which will zero in on those exclamation marks and punish your email accordingly. (That’s not to say exclamation marks shouldn’t be used: those that get through spam filters are associated with a higher open rate, so just know that it’s a tightrope and tiptoe accordingly.)
Mari’s is a great headline because it’s got scarcity, urgency, humor and a cliffhanger – all in just 30 characters, meaning it’s mobile-friendly as well. The live event is already scarce – there will be limited places – and already urgent because unlike most online content, you can’t access it when you want. That short-circuits people’s natural tendency to put things aside for later and totally forget them, which explains the state of your bookmarks folder. Then, there’s the countdown. You know that they’re not really counting down in seconds from when they send the email. But you still feel the urgency it’s meant to create, and you’re that much more likely to click through.
The key to utilizing urgency effectively is timing: email automation software such as GetResponse that let you shoot drip (in the form of triggered, autoresponder, lifecyle or series emails) or batch emails right on time is your friend here.
Honorable mention should go to the slightly-spammy, but ever-effective, “You won’t believe what this guy did…” and Thrillist’s well-targeted, perfectly-timed and humorous entertainment-themed emails like “Let’s get fat,” as well as solid perennials like the how-to and the list.
Tracy Vides is a content strategist who likes to keep her finger on the pulse of the latest small business products, services, and apps. Tracy is also a prolific blogger in the digital marketing space. She’s always up for a chat @TracyVides on Twitter.
In the past, email has been used for team communication and sending electronic postcards, or email marketing. Finally, after years of link building and SEO such as building links from web directories, social bookmarking, creating content and publishing it on websites and waiting for links back or doing on-page optimization and waiting for it to have a positive impact on my website, it’s now important to begin to explore different ways to perform SEO using other resources.
The following article explores more productive ways to use Email for improving SEO and link building.
If you follow popular SEO gurus, you’ve probably heard about broken link building. In a nutshell, broken link building is a form of link building that takes advantage of broken links in a website – not a website’s internal links, but it’s external ones.
Broken external links are caused by three main reasons:
For a typical web user these kinds of links are a nuisance, but to an SEO this is a shining pot of gold.
The process is very time consuming as you have to find pages with broken links and the right person to contact before sending them an Email. If you write great subject lines, your email is more likely to get read. Otherwise, you’ll need to find a better way to get their attention.
While this strategy is time consuming and often depends on luck, it’s very rewarding too, because old pages tend to pass more authority as they are more likely to have links from other pages. Just make sure to target the ones that have good Page Authority, or PR.
Some tools to help you out:
Tutorials on how to use them for broken link building are readily available online.
Resource page link building is one of the most over-looked link building strategies out there. Some websites have created pages which only link to other websites. While it may sound like something that could get you penalized, don’t be concerned. It’s one of the most legitimate ways to get a link.
Here’s how to do it:
1. Find link prospects: Take advantage of a search engine’s power and gather all possible link prospects through query prospecting.
2. Know their authority: Gather important metrics, like the page’s PR, or Page Authority by Moz. Prioritize pages with higher PA (Page Authority) or Page PR. It is important to gather these metrics because if we spend precious time reaching out to webmasters it’s better to have an idea of the benefits we can receive.
3. Measure the relevance of the page as the more relevant it is to the resource page, or the domain, the more chance there is that the webmaster will link back to your page. Your authority is also important. If you are PR 0 and you are reaching out to a more authoritative domain, it’s hard to ask for a link, so be sure to approach sites with similar authority to yours. If you are a startup for example, and are currently PR 1, you will most likely receive a link from domains with PR’s ranging from 0 to 3. It’s a good idea to prioritize establishing links from pages with higher PR than yours also keep a record of other high authority links for the future, so you can aim to achieve a link from them when you are authoritative enough.
Here are examples of queries you can use to find resource pages:
You can also speed up link prospecting by using tools such as Buzzstream or Scrapebox. You may be aware of Scrapebox’s bad reputation but there’s more White Hat use than Black Hat use to it.
Guest blogging is a win/win link building tactic that requires great content that acts as a sacrificial piece. While “sacrifice” might seem like too harsh a term to use it really does work that way. When you have great content and your website is not authoritative yet, the best place to publish your articles isn’t on your own website. This may sound a harsh, but it’s true. Writing something great takes time so although it may seem futile to just give it away to another website, when you get a link back it pays dividends if it is a relevant website.
By guest blogging you take advantage of somebody else’s traffic and authority to spread the news about your website and build your own authority. The traffic coming from a relevant website is most likely to stick and convert than a traffic coming from somewhere else.
Here’s how to do it:
Content promotion is an indirect way to build links that is also done using email. If you’ve written and published an amazing article on your blog your next step is to promote it.
If you’re wondering who you should reach out to, and assuming you already have a list of subscribers, try sending an update about your new content via Email and ask for their thoughts. You won’t always receive feedback, but you will still gain traffic.
Alternatively, you can search for websites that you think will find your content interesting. If you are into dog training you might avoid spending your time by promoting your content to websites that are in the air-conditioning niche.
This is a great way to spread the word about your content and if any of the people who receive your content link to it, then you hit the jackpot! This is dependent on the quality of the content you are promoting, of course, so make sure to promote content that is engaging and fresh.
This is the new type of link building. In the past, link building was only done using social bookmarking, directory listing, and spamming blog comments, but today these methods don’t work as well.
As the name of the strategy suggests, this form of link building prioritizes building a link (relationship) directly with the webmaster. If done correctly, it’s not just links you are getting, but a network also – a network that will take your business even further.
This form of link building is yet another way to make the most of email.
Relationship building is an ongoing process that you have to nurture. If you’re planning to use this kind of strategy, make sure that you are good at stalking. You must be good at showing others that you are interested in them and below are some things you can do to show your interest:
In short, find a way to get them to notice your interest in them. You are more likely to gain a friend by being friendly rather than waiting for people to befriend you.
Email interviews with dozens of webmasters who you have built relationships with can be a great resource for content ideas and creation. You can acquire content ideas by asking your customers what is it they want to know more about. The customers on your list might be busy so you have to craft your message carefully, or even compensate them for taking part in it.
It is believed that you normally receive replies from 10% of people on your list, so make sure to send you queries to as many customers as possible. You may receive different replies, but make sure to take all of them into consideration. Remember that customer response is valuable.
To have a better idea which content ideas to prioritize, take the point-system approach. Go through each idea and understand the whole point about it before listing it and giving it one point.
Prioritize the idea based on how many times it was mentioned. This way you will be aware of the impact the content you are going to create will have.
You can do this in Analytics but if you don’t have spare time for analyzing data, you can directly ask your customer’s for feedback. Again, craft your message carefully and get straight to the point – remember that their time is valuable so making it easy for them to respond to you is crucial.
Let’s say that you already have three great ideas to optimize your website but are unsure how it will impact your website’s performance. You can ask your customers which of your ideas they prefer. You can make it as simple as a multiple choice response. Remember to give them an alternative response like a blank line so they can state their reply in their own words if their answer is not in your provided list. Doing so will give you better ideas for optimizing your website for maximum impact.
Remember to always measure the result.
Email: a classic yet effective tool
There are many of ways to use email for SEO. The examples presented here are some of the easiest ways to make email work for you. What other ways do you take advantage of email for SEO purposes?
Feel free to share them below so we can talk about it more.
Scott Donald is the Chief Strategist at CreativSEO and works with companies wanting more exposure online and specializes in website performance optimization.
Every large brand with some kind of a digital presence knows the importance of a solid, and growing email list. However, maintaining a large email list takes more time than you might guess, especially for the IT guys.
A recent study conducted by SolarWinds looks into how information technology professionals find what works and what they can do to improve email management. The survey took responses from 162 IT professionals in the United States and Canada and public and private organizations from midsize to large corporations.
The survey suggests, the biggest concerns with email management are mobile device management, user mailbox management, and server application maintenance. These have been among the top concerns for the last 5 years. In recent years, the issues that are of the least concern include client compatibility, instant messaging using email and also using command line vs GUI. Other issues such as multiple consoles for managing email applications and disaster recovery were middle of the pack in terms of level of concern according to the survey.
According to the survey, email management has become more complicated for businesses to manage. The main reason why is the fact that smart devices and mobile devices have become increasingly common. As a result, companies have more difficulty tracking and monitoring the email activity that takes place in their organization. They have become more difficult to manage due to the increased volume. As a result, companies have more emails to manage and this eventually becomes overwhelming at times.
Another subject that the survey revealed is that the cost of managing email is high particularly in large corporations. In fact, the survey revealed that 49% of companies that have 5,000 or mailboxes will have 6 or more employees managing the emails of the organization. With 61% of companies that have more than 50,000 mailboxes have 10 or more employees managing email. As a result, the larger the company, the more people are needed to manage the email due to the volume as well as the complexity. This also results in companies needing to hire more people to manage email which leads to increased costs for the company payroll budget.
With digital marketing creeping into an almost automated state, email marketing has become just one of the automated feature of digital marketing. Marketing tasks like website monitoring, drip campaigns, social media, PPC advertising and more are relying less and less on humans to actually perform these tasks. While there will always be the need for humans in the marketing force, we are witnessing the rise of more computer automation, this is especially true when speaking of email management.
During the process of managing email in companies, the two main activities that take place are administering and monitoring. According to the survey, companies that have 10,000 and 49,000 mailboxes spend most to their time monitoring the emails which is 61% compared to the average of 53%. Therefore any large company will need to monitor emails as the main part of the management process. The larger the organization, the more a company will have to monitor the email.
In companies and organizations, there are certain applications that are used to help manage the email. The most common email applications used in business organizations are Exchange, Office 365, Lotus Notes and Google. When it comes to how many applications are used, 74% of companies use only 1 while only 3% of organizations use 3 or more email applications. Therefore, most companies need only one email application to meet their needs according to the survey.
The other issues pertaining to email management in organizations include lack of innovation as only 15% of companies use one tool while 53% use three or more to manage their email. According to the survey, 37% of respondents say that the company they work at will have their email applications hosted in cloud over the next 3 years. This will double the usage of a hosted service providers as a result.
After conducting the survey, many companies have said that email management is getting more complex and otherwise more difficult. There are a number of reasons for this including a larger volume of email to manage, the need to monitor emails more than administer them, using more service providers and also the increased use of smart devices.
With all of these things in mind, companies need to consider keeping a larger staff for email marketing, just to maintain the lists. This will increase costs and therefore make it harder for companies to be more profitable. This survey has revealed a lot of interesting facts that tell others that managing email in large companies is becoming more of a hassle. However, companies may adjust to this eventually and find ways to make it easier to manage the email activity within their organization.
Email marketing might sound like a straight forward process but the truth is, it does require quite a bit of strategy to execute correctly. Your goals will determine how you roll out your email marketing campaign.
Luckily for us, Google has put together a few videos that can help all of us be better email marketers.