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Re-Engagement Tips from Experts – Do You Hold On, or Let Go? (2018)

Every email list has its fair share of inactive contacts, and once in a while, every email marketer will ask whether to hold on to or to let go of those inactive subscribers.

 

Unfortunately, there’s no easy answer to this, given there are a number of possible reasons those subscribers disengaged.

 

However, with the right re-engagement email campaign that also keeps privacy regulations like the GDPR in mind, marketers can manage inactive subscribers more effectively.

 

Kissmetrics has shown that on average, more than half of contacts – as much as 60% – in an email list will be inactive.

 

On the other hand, it’s estimated that highly engaged subscribers make up only around 24% of contacts on any given list, according to Return Path.

This big difference in numbers can cause deliverability issues, not to mention signal poor sender reputation. You don’t want either of those.

Apart from causing deliverability issues, inactive subscribers also waste marketing resources.

Most ESPs charge customers based on the volume of emails sent (which, in turn, largely depends on the size of your list).

When you’re paying for contacts that won’t convert into closed deals or even nurtured opportunities, you hurt your ROI.

There’s more to dealing with inactive contacts than simply deleting them from your list altogether, though.

It’s good practice to run a re-engagement email campaign to try and win back these disengaged subscribers.

The campaign’s results will help you determine which contacts to keep – and which ones to forget about.

So, how should you reach out to those contacts?

 

Here’s what the experts have to say.

Define what “inactive subscriber” means

MailChimp explains the term “inactive subscriber” can mean different things to different marketers.

In general, there are two areas marketers often use to define whether a contact is active or inactive:

  • Activity, or lack thereof
  • Time elapsed since last engaged with a campaign

Now, it’s up to you to determine at what point lack of activity or elapsed time – or both – points to that subscriber being inactive.

For instance, you may set it as at least six months since they last engaged in a campaign, and they opened or clicked on 10% or less of the emails sent in that time period.

One thing to note, however, is that a lack of interaction doesn’t always indicate inactivity, and that brings us to the next point.

Segment inactive contacts into 3 groups

Now that you’ve chosen a yardstick to measure inactivity, it’s time to figure out what to do with contacts that meet the criterion.

Campaign Monitor notes that inactive subscribers typically fall into 3 categories, each requiring a different re-engagement approach.

  • Never-Actives – Subscribers who have never engaged.

These are most likely contacts who signed up for a one-time offer such as a free download.

Send a re-commitment email that will help you find out why they signed up in the first place, and will let them indicate their email preferences.

 

  • Dormant – Subscribers who were once active but have now become unengaged.

Some open emails but nothing comes of these opened emails.

Send a series of nurturing emails that offer value (such as a relevant article or resource).

  • Inactives – Once-active customers who no longer interact with any of your campaigns.

Gradually ramp down the number of emails you send them before asking if they no longer want you to retain their info, let alone send them content.

 

In all three cases, make sure you remind subscribers of what info they’ve given and what you use it for, and inform them of how you’re keeping such information secure.

Make sure to include the option for these subscribers to opt-out, too, in keeping with data regulations currently in place; if a subscriber doesn’t want you to keep storing their info, they have the right to ask you to delete it.

 

Re-Engagement: Crafting a Compelling Email

You already know that past emails didn’t resonate well with inactive subscribers – so your re-engagement emails need to look, feel, and sound different from your usual campaigns.

HubSpot suggests that subject lines, for example, be spiced up with a bit of personalization to include the recipient’s name, company, or industry.

You can also try subject lines that ask for “signs of life” with a relevant question.

As for the content, AWeber has several guidelines aimed toward help marketers write an effective re-engagement email:

  • Find out why inactive subscribers signed up in the first place
  • Check whether you’re continuing to meet these expectations
  • Uncover any previous changes to your email strategy that may have affected engagement
  • Determine what to offer to pique their interest again

 

Remember that you need to include a strong, clear, and specific call-to-action or CTA, for you to maximize the response rates of the re-engagement email campaign.

Whether you’re suggesting a helpful resource or asking if they want to remain on your list, you need to make it easy for the recipient to complete that action.

Automated re-engagement, humanized response

When dealing with relatively small email lists, keeping track of subscriber inactivity manually can work well.

When the contacts number into the thousands, though, the only way to run a re-engagement email campaign to scale is through automation.

SendGrid suggests a huge part of the campaign’s workflow be automated.

Scheduling send-outs and unsubscribing contacts are among those tasks best handled by machines.

That way, you can stay focused on the areas that require, say, creative thinking.

Not all activities in your re-engagement email campaign should be done on autopilot.

Responding to inquiries, for example, or replying to feedback is still best done by humans.

Conclusion

Having several disengaged subscribers doesn’t always mean you need to delete them from your contact list; there’s still value in trying to win them back – if you reach out the right way, that is.

So plan a robust re-engagement email campaign using the guidelines in this post, and you may yet be able to salvage some of those contacts.

How to Personalize Cold Emails Beyond ‘Hi [FirstName]’

How to Personalize Cold Emails Beyond

image credits goes to the original owner

Most people (and ISPs) mistakenly lump cold emails as junk mail. One proven way to ensure your cold emails don’t end up in the spam folder is to personalize your message. Today’s post provides a step-by-step guide on how to personalize cold emails beyond the usual “Hi [FirstName]” tactic—and to do this at scale.

Cold emails remain the workhorses of B2B marketing. They’re a good way to start building a relationship with prospects, influencers, and business partners. Sadly, cold emails continue to get a bad rap from people and ISPs alike. That’s because a lot of marketers misuse cold outreach to send out bulk, unwanted, and irrelevant (read: spam) messages to unsuspecting recipients. Although cold emails are, by nature, unsolicited messages, it’s how they’re being used that turns them into spam.

There are several strategies for improving the chances of your cold emails reaching the right recipient’s inbox, but personalization is demonstrably one of the most effective. Applying personalization tactics that really increase your emails’ relevance improves deliverability by:

  • Avoiding bulk, generic email blasts, hence preventing setting off spam filters
  • Improving engagement rates (opens, clicks, replies, etc.), which also boosts sender reputation
  • Minimizing spam complaints, which also improves sender reputation

Of course, personalization does have its downsides, one of which is that it requires time and a lot of research. But personalizing your cold emails pays off. That’s why we’re sharing this short practical guide on how to personalize cold emails at scale.

 

Step 1: Create personas for your target audience

Personas help you precisely define who your target recipients are. With personas, it’s much easier to accurately target and segment your audience. If you haven’t yet identified personas for your target recipients, Marketingprofs suggests building ideal buyer profiles with the following info:

  • Role in the buying process
  • Fears and challenges
  • Drivers and motivators
  • Organizational goal and priorities
  • Problems and issues

 

Step 2: Build your cold email list

Now that you’ve identified your target audience personas, you’re going to use the generated profiles for finding contacts to include in your cold email list. If you already have an existing email contact database, the process involves simply filtering the list using the profiles’ attributes.

If you don’t yet have a current list to fetch records from, you can either gather the contacts through your own research or work with a third-party list vendor.

 

Step 3: Find relevant and relatable info for each recipient

IT’s now time to get your hands dirty. This step involves doing some (mostly) manual, tedious research. The goal here is to mine pieces of information specific to each recipient that you can then mention in your cold email copy.

Sales engagement platform provider PersistIQ recommends the “3 takeaways in 3 minutes” approach when determining what personal details to include in your research. The idea is to start with 3 personal facts about each prospect you can gather in 3 minutes. Each of these pieces of information should help you connect with that particular prospect. These include (but aren’t limited to):

  • Current location
  • Work history
  • School or university
  • Mutual connections

Other personalization snippets include:

  • Website
  • Blog post and articles
  • Company news and announcements
  • Social media posts

Append some or all of these pieces of prospect data onto the cold email list you generated (or acquired) in step 2.

 

Step 4: Craft the personalized email template

In the previous step, you gathered relatable prospect information for each recipient. Now, it’s time to write the email template (or templates) where the relevant personal facts will be inserted.

While we all have our own cold email writing styles, here’s a quick rundown of email personalization best practices to keep in mind:

  • Try to mention one of the personal facts on the subject line
  • Start the body by pointing out another relatable fact
  • Segue into the main portion of your message
  • End with a clear call to action

 

Conclusion

Personalized emails tend to produce better engagement rates (26% higher open rates, 14% higher CTRs, and 10% conversion rates). Not only that, personalization tends to boost deliverability and inbox placement, especially for cold emails. So, before doing your next cold email outreach, try a little personalization first.

Email Marketing: How bad could I be?

If you’re thinking that sending out emails to everyone you just know through LinkedIn, Facebook or twitter is wrong, then think again because you aren’t the only one doing this kind of thing. Email Marketing has been around, by that you should stop thinking if it’s wrong to send emails because sadly, everyone has been doing this since you’ve thought about using email for send outs.

Email marketers aren’t afraid of sending out emails to different type of people, the only thing they think of is “I’ve sent them what I want them to know, So it’s fine if they don’t reply” But of course, Email marketers will be happy to receive any reply from prospects they sent an email to.

So How bad could you be?

When it comes to sending out emails, you aren’t that bad. You’ll be labelled as annoying, that’s the best they can say to you. But let me change the question “How can I know if I’m being too annoying and will it label me as ‘bad email marketer’?”

Well, to start it off. You will be labelled as a bad email marketer if you did the following:

  • Sending irrelevant emails to the wrong prospects
  • Sending out two or more emails to the same prospect every day
  • Sending out the wrong email to prospects
  • Sending out emails when it’s clock off

Knowing if you’re becoming annoying

Defining the term will help you know what you did to be labeled as annoying. But of course, some might not know what they did to be labeled as such. So here are the things that  labeled you as such:

  • Sending out two or more emails to the same prospects every two days
  • Sending out emails to prospects that aren’t interested daily

Well, this is the few things I could only share to you because I know some of you might want to comment on what’s about email marketer that annoys you and what email marketers want to avoid after reading this.

The Worst Advice I’ve Ever Heard About Email List

Ever heard the phrase “The Money’s is in the List”? I bet you’ve already grasped the concept when you first heard it. Yes, it’s true that when it comes to Email List, this is where the money goes. Although some might say buying email lists is ineffective. Well, that’s one Worst advice I’ve ever heard about Email List.

 

HERE’S WHY:

Email Marketing has been used by many companies, but ask yourself, where did they get a list of companies DM and industry to blast their emails? Of course, there’s two possible answers 1. They put their sweat and blood in researching companies and obtaining their emails or 2. A company that provides Email List, with a certain amount of leads waiting for prospects. So where do you think they get it from? Remember that most companies are busy to do that sort of labor, and some don’t have enough workforce to make them.
Email List isn’t easy to produce, it takes time and research to make an effective Business Email list. For starters, email listing building doesn’t mean, you go to a website and copy past their business emails. Email list building takes more than that. Take it from an ex-Email list builder.

 

WHAT YOU NEED TO KNOW

Creating an effective email list takes longer to accomplish. It may take an entire day or so to make a 1000 email list, which are active and warned. Note that there are two to five employees working as an email list builder.

Question: “What are some part of Email list you need to prioritize in making an email list? Why?”

Answer: Industry, Location, and Decision Makers and here’s why
1. Indicate the industry – Many Prospects will ask email list from their targeted industry, so it’s best if you know all the industry first before saying “Got it”. It would be a pain in your company if you give a wrong set of email lists
2. Know which are the DM’s – DM’s holds the final decision whether they are looking for some companies that can help them. So the best DM’s are CEO’s, Project Managers, and Business Owners
3. Location – Location of the company in your email list should be on the spot. Again it would be a pain in your company if you give a wrong set of email lists

These three will serve you great importance when you’re selling or looking for some email list.

Little Known Ways to Leverage Email Marketing

Just as old the telemarketing ways, the email marketing can often be an indication that your marketing tactic is old. But that does not mean it’s already obsolete. It is just old. But that is alright. We all know that email marketing has always been in the umbrella of digital marketing since it’s started in 1990s. Email marketing may be old but trending ways to improve and leverage the way we email has just begun. Looking at the bigger picture, email marketing is like cold-calling yet simple enough to make it engaging.

On how do we start the email before can be used only as an internal emailing or within the company email. But emailing prospect will be a lot different. So here are some little known ways to leverage your email marketing.

 

  • Axe the HEADLINE or HEADING

Axing the headline will leverage because it will make the content scream for its name. Opening is good too when it comes to relevancy of the content. The headline can also be optimized in SEO which means that failure in making your HEADLINE is failure as well in email.

 

  • Give information or brochure type content

Promotions are in if it offers a discount, but you don’t want to offer a discount in B2B marketing. Though you can always make it engaging by informing your audience through brochure, infographic type content. It will also make it sound like it’s obvious you are marketing.

 

  • Make it factual

Facts are important, but don’t forget about the purpose of email marketing.

 

  • Sound Like an Expert

Sound like David Conner of Marketing Inc. or refer to credible marketing propaganda.

 

  • Highlight the Gap

Highlight the need of your prospect in B2B marketing like they badly need a customer for their business or they need a business partners to increase revenue.

 

  • Establish Credentials

Whatever you say, be sure it’s not a scam. Establish a good credits towards your prospects.

 

  • Tag your Brand

Last but not the least is to tag your company name but don’t make it sound your company is the main topic. No. make it sound your company is what you write about.

Email marketing is still in only if someone knows how to manage it well.

Email marketing Programming and its Benefits

Email marketing is not new in B2B marketing. Email marketing might be a thing in the past but business these days are not using this simple yet effective strategy in prospecting. Email marketing that we know is just a regular text with recipient and sender and that is all. Without thinking through the possibility of email. We may not be using it properly and effectively. Remember that email is also dynamic and it takes a lot of forms.

Knowing that, we would be easily doing what it takes for our email campaign towards our lead and prospects.

One thing to consider is on how to program your own email. Programing email may seem it’s going to be modified through various ways yet this is just a step forward. Email may come in three different forms, and that follows as:

  1. Interactive and responsive
  2. Entertaining
  3. User-friendly layouts

Interactive and responsive email may come in example as newsletter. It will look like a small website that is linked to your site and it contains similar image as to your site. It has all the CTA and contact information so for the convenience of your recipient. It will brand your company name yet it will look into the need of your audience.

Not all of your audience or recipient will be interested immediately in your email, yet you must still capture their attention in order for them to forward it to someone else. Put some demo videos and gif if you can and program it in the way that audience would see it as an advertisement type. Americans appeal to advertising is much higher than those in marketing type approach.

Lastly is make it mobile friendly, browser enabled and cookies enabled. This is to capture all three variance of your prospects information. You will know if they are into mobile or desktop browser and get their email address in just one click. Isn’t that easy?

Email marketing is not yet dead. It is just changing. B2B marketers and lead generation service must know this.

Amplifying Data and Expansion of Email Interaction Tip #1

Internet of Things affects our aspect of life in many ways today one of them is email which contributes the best road to interact consumers with the business.  Together with the understanding of how we can communicate well to our consumers to disperse the product and services is crucial in the profit of our business.

There are a lot samples in sending your email. Whether if it is a newsletter, promotion, special offer, follow-up, confirmation and others sprinkling your email across too many consumers is really inappropriateand just a ways of energy. In the same sense, you must not see your consumer in a single face.

ROI can be achieved if you can segregate the email you are about to send so that it will be relatable and significant towards your consumer. The secret is to see what is in your available data and use them to identify your consumer so that you can write an appropriate email and persuade them to take actions against your message.

Below is the first tip out of three to be listed on how you can start amplifying your data and expand your email interaction.

Diagnosing your Customer through Activity

Determine what type of costumer available in your database to form a design to spot them as a target.

  • Recurrent client– in your database, identify customer that has recurring activity such purchase, access of account or data usage in a given time. This type of customer have constant channel within your business, treating them with high priority must be done to ensure they will keep on involving and share information about your business. Try sending some special offers and discount as a perk. Sending email to them frequently with about 4 times a week can boost their motivation to stay as your customer.
  • Novice client– the newbie or so what they call. These types of customers are more likely to withdraw if wrong action was done. Chances of withdrawal are very high due to customers may find your emails annoying and inappropriate for them. Sending the right email such suggestion or tips about your product are the best. Don’t try to persuade them immediately by buying special offers but make them stay and eventually turn them into a recurring customer then.
  • Free Trial user- these are not official clients unless being converted to a paying costumer. These types of users are into free subscription (if product is software) and you must remember that investing some money on them is not profitable. Center the idea on how you can get them started paying your product.
  • Dormant user–  these are what we call dead yet still can be retained customer. It also includes that trial user that didn’t pursue in going with your business. Ignoring them may have been on your list but try to realize that they were into your business once. Try to send some surveys for you to know how you can improve your service or product as well.

Time To Do Some Spring Cleaning!

Spring cleaning is the term used when cleaning out during the spring time in preparation for the cold weather. This is somehow a way to formulate a definite place more habitable in the cold weather to come. The utmost communal usage of spring cleaning refers to the yearly act of cleaning a house from topmost to bottommost which would take place in the first warm days of the year usually in spring, hence the name. However, it has also come to be synonymous with any kind of heavy duty cleaning or organizing enterprise. An individual who gets their businesses in order beforehand an audit or examination could be said to be doing some spring cleaning.

And that is exactly what cleaning emails is all about.

Time to Take Out the Mop, Broom and Cleaning Agents!

De-cluttering, scrubbing, sweeping and polishing email databases should be done from time to time. When carrying out these tasks, it needs diligence in order to get the best with the adequately of time to spare in advance the all-important and pre-holiday publicizing enterprises.

  • Moping out first. Cleaning an email list is about more than just organizing and de-cluttering. Most of the time, it is the perfect first step. Every so often the task would take form in the purging of similar or duplicate email addresses that seem to be slowing down just about every database’s operation. A refined trick for processing will also catch email addresses containing typos, bad characters and misspellings that are not always obvious with the usual surface sweep.
  • Cleaning Agents. Now that the sweeping out the superficial dusts are done, it is time to work on the deep ones embedded in cracks and crevices. Scrubbing out and disposing of email addresses that include known snitches and screamers, emails with awful records and Do Not Email suppression’s should no longer be messaged.
  • Polishing and running it down. Now that the cleaning is done, it is time to polish. Polishing is like proofreading: keeping a watchful eye of that dirt that has escaped the first run-down of cleaning. Making the database more presentable to those who work with it begets a boost.

Catching Attention

Any email marketer would want their marketing campaign to be a success. This is why they spend time consulting email experts. But despite consulting different experts they will probably tell marketers the same gist: “Deliver value to your subscribers.”

The reason for delivering value is to catch customer attention. More customer attention would mean more revenues and returns for marketers. It is a very good advice to deliver information, facts and figures to customers, however these important mails are simply useless if these do not catch the attention of the recipients. Despite all of that accurate data and meaningful content, it would just be a waste of inbox space when the subscriber simply scrolls by.

Catching Attention in Six Ways

  1. Value should be explained. Subscribers will always wonder what these emails are for and what data they hold. They would probably wonder what information they would know and how they would be educated with the product their marketer is selling to them. Information presentation and explanation should be in the sign-up copy. When the marketer has got that covered, it is time to reinforce the value on the confirmation page. However, that should not end there; do not simply disclose by expressing gratitude but also inform them of more discounts bound to come. Read more

Leads Database: How To Build A Strong Customer Foundation

The leads database should be acquired in order to know the right niche of customers. The database of leads has all the businesses and consumers contact information which is usually stored in a databank. The ease of use for all of this information unlocks the economical, fast and dependable direct response tools. Leads database is a large useful resource of contact leads that can be used for advertising campaigns.

Resources are the exploitable material of every company which will help them survive the demanding battle of survival amidst competitions. Contact information is the resources of telemarketing companies and the ease of communication with these contacts are the top priority. The first problem is that how this should be done well without expending too much time and money while the second one is that finding the right customers who are really interested in purchasing the advertised products and services. Read more