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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.

Is Your B2B Contact Leads Database Ready for the AI Revolution?

Is Your B2B Contact/Leads Database Ready for the AI Revolution

image credits goes to the original owner

One of the main takeaways from Salesforce’s 2017 STATE of MARKETING report  is that investments in AI has outpaced spending in other marketing tech areas. B2B marketers are adopting AI technologies ranging from predictive lead scoring to chatbots in droves. But before you get caught up in the hype, there’s one thing you need to nail down before you start applying AI into your marketing processes: Is your B2B contact leads database ready for AI at all?

To answer this, we first need to separate the reality and the publicity behind AI’s capabilities in B2B marketing today. MarTech Advisor points to four key areas where B2B marketers can realistically expect AI to lend them a helping hand:

  • Scoring and ranking leads.
  • Segmentation and content personalization
  • Discovering and implementing Marketing automation strategies
  • Sales enablement and acceleration

At its present development stage, the best that AI technology can do is allow you to carry out the tasks in each of the above activities more efficiently. While some aspects of AI can uncover prospect behavior invisible to the unaided human B2B marketer, the reality is that AI remains just a tool, and tools are only as effective as the persons and processes using them.

So if you think AI has a place in your marketing toolkit, you first need to take a good look at your B2B contact leads database.

Like everything else in marketing, AI depends on good data. The data currently sitting in your CRM and datasets you’re about to collect need to meet some basic requirements before starting AI-enabled campaigns. In an interesting video series, Brandon Rohrer at Microsoft Azzure thinks of data science and AI as a lot like making pizza: the better the ingredients (your data), the better the final product (marketing insights).

There are four qualities that any dataset must satisfy to be ready for AI and data science:

  1. Relevant: Do the fields and records in your B2B contact leads database help you answer the questions you’re exploring? For example, which lead attributes in your CRM influence the likelihood that a prospect turns into a customer within the next quarter?
  2. Accurate: How reliable are the models/profiles generated from your marketing database? Do the records contain incorrect, outdated, redundant, or invalid entries?
  3. Connected: Are there significant gaps in your marketing data? What percentage of records contain empty fields?
  4. Sufficient: Do you have enough records to build robust AI models?

While each of the above criteria is important, we need to carefully consider sufficiency. AI requires data–lots of data. The algorithms that power most AI applications run on vast amounts of examples in their training set. In general, the more examples you use to train an AI algorithm, the more accurate the resulting model gets.

So before you think about applying AI in marketing, you first have to bring your contact leads database up to snuff.  Use the previous ideas as your guidelines and maximize the power of artificial intelligence.

Stop doubting! Email marketing is the new black!

Ever heard the saying Orange is the new black? Or anything that associates with the new black saying? Maybe you’ve heard of it from a movie or saw it on the social media? But let me tell you one thing, even if its old or new, people will decide what’s trending or not.

Email marketing has been one of the strongest marketing strategies that marketers are currently using, It is effective to drive more traffic towards your website, keeping communication lines open with your clients and develop strong relationships.

It’s old, but it still the new black in marketing. Mostly because it’s mostly used by every marketer or companies. Well, who wouldn’t when you can build relationships over an email? Most people will hang up if their phone started to ring, as for the email, they could just ignore it or it can automatically be placed in the Spam folder.

Although there’s still a doubt in our mind whether to stick with email marketing in the near future, knowing that there will be changes in the marketing industry. Having said this, we are still undergoing some changes that we aren’t used to.

WHAT HAPPEN IF EMAIL MARKETING IS LONG FORGOTTEN?

The marketing world would never be the same anymore. Without Electronic mail marketing, marketers will have a  hard time coping up with what they are used to. But of course, with the change or renew of some marketing campaigns comes another opportunity to grab.

Even though Email marketing will be long forgotten, there will be instances that it will be used in the near future. And if that happen email marketing will be used greatly and dearly by many marketers.

Be the Witch of Email Marketing

Have you played Clash of Clans? One of the best mobile app that was created for the enjoyment of young adults and probably some celebrities? If you have, then you probably know one troop  that is called the “Witch” The witch never fights alone, constantly raising dead warrior. This can also be applied in Email Marketing, and guess who’s the witch? you are!

Well, it’s not bad being the witch in Email marketing. Although the term might give off some misunderstanding so let me clarify it to you why I choose the term witch

WHY THE TERM “WITCH” IN EMAIL MARKETING

Having the power to control and create, that’s what witches do. But of course, it’s only in a limited time. And if we compare it to Email marketing,
Marketers who specialized in Emails are considered to be a witch. Creating contents that allure prospects’ attention and control who many sends out they will use.

Although it’s not necessary to be the witch of email marketing, but sometimes it helps to be one. There’s nothing wrong in alluring your prospects with your choice of words, and control how many emails you might send.

IF I’M THE WITCH OF EMAIL MARKETING, WHO’S MY ALLIES?

In marketing, you don’t have an ally, it’s the fight of the fittest if I do say so myself. But you can’t change the fact that email marketing is currently seeking more people to help out in making e-mail list, Content Writing and even Verification of the bought lists or Cleansing data lists.

This Email list, Content Writing and cleansing of lists can’t be done by email marketers alone. Especially when the deadline is within a day or two. So each time a prospects ask for an accurate list, Email marketers will ask aid from the three I mention before. This is the allies of the witch in Email marketers.

SHOULD YOU BE THE WITCH?

This question can only be answered by you alone. Whether you want to or not, it’s your choice if you need help or not. But be mindful of the person you put your trust in too. Because not everyone will be on your side. Just like any other pet/slaves of the witches

Why you should prioritize Data Profiling more

Have you ever wondered why some data records or lists that you stored isn’t accurate after a few months or year? Well, I bet you already know why. It’s because Data’s can change over a period of time.

In marketing, Data profiling is essential. If you’re more in the email marketing strategy, you need accurate Email lists. If you’re in telemarketing, you need accurate lists. Everything must be accurate for you to satisfy your client.

Data profiling is the most common data quality-related activity that some companies uses. The only problem you may face is that when you started with data profiling, you can get into some bad practice. To avoid this bad practice, I’ve outlined the simple techniques that you’ll find useful as you develop your data profiling skill.

Segment Your Data Along Information Chains For Faster, More Relevant Results

Data profiling tools don’t have the performance challenges we used to face; they can typically cope with the full volume of data. However, this doesn’t mean it’s in your best interest to always perform an exhaustive profile of the entire data set, particularly when reporting back your findings.

By joining up the data along the information chain and creating an “end-to-end” profiling story, you’ll be adding far more value to the business. You’ve also created the basis for ongoing data quality rules management and monitoring.

Adopt the Right Profiling Approach for the Right Type of Data

When profiling, you have to be mindful of the impacts you’re witnessing based on the underlying type of data.

Adopt an “Inside-Out” and “Outside-In” Mindset

A data profiling tool can give you lots of information and insights into where problems exist, but it also gives you a lot of noise. If you’re examining a legacy system for the first time, you can often find literally thousands of seemingly erroneous data

Email Marketing Tip: Common Mistakes may get the best out of you! (And here’s how you avoid it)

Email has been the strongest marketing strategy that some company is currently using, rather than telemarketing and social media.

As an email specialist, you’re well aware of the possible mistakes you and any other email marketer can create in your campaign. From misspelled words to inaccurate segments, things can go for the worst even in the most experienced marketers. This is why many email marketers experience the fear of pushing “Send” on a campaign

Nonetheless, Email marketing has been by far the most useful and effective marketing strategy, even if they are still doubting whether to press the “Send” button.

So what are these common mistakes that email marketers often commits? Well, here’s the few things that

COMMON MISTAKES

Mistake No.1 – Emailing without prospect permission

One way to kill your list before even starting is not getting prospect permission to do so.  Of course, some might wonder “Why should I ask for their permission? I’m just sending out email”

Mistake No.2 – Wrongly Segmenting Your List

Once you have filled up your List with approved contact, you probably need to segment them by their product of interest, Location and their buying behavior

Mistake No.3 –  Not your own list or Bought useless list

It’s dangerous to buy from companies that are just starting out or have a bad review in giving lists that are full of inactive contact. Although some companies provided handy lists, you might want to rely on your own capabilities before buying.

HOW TO DEAL WITH THESE MISTAKES

A common misconception, dealing with these mistakes takes only a minute to resolve.

Most email marketers have a back-up plan, and that’s the data pro-filers. These two work hand in hand in order to get the right email contact lists. By this, Email marketers will just now verify or modify some information in their list

Why it’s better to use Emails rather than Cold-Calling

We have three marketing strategy that marketers are currently using, Email Marketing, Telemarketing and Social Media Marketing. Although these three are effective and much reliable in getting prospects’ attention, it doesn’t mean that it’s a sure close sale for marketers.

Picking which strategy to use may be difficult if you don’t know the cons and pros of each strategy. Nevertheless, it didn’t stop marketers around the world to try out new things before concluding what marketing strategy they will use as a medium for their business.

As a marketer, I’ve tried these three strategies. And I could tell you one thing, Email marketing is the most effective in getting prospect’s attention. But of course, we all have seperate point of view in this.

Email marketing has been the strongest in getting leads and is probably the easiest one. Of course, there are some mistakes we tend to commit when sending out emails, but a follow-up apology can still make things going. You may or may not persuade prospects in emails, the fact that is just like cold-calling but better. Here are some few advantages and challenges of email marketing.

Advantage of Email Marketing

FAST TO PRODUCE

Email marketing campaigns can be developed and dispatched within a matter of minutes – not hours or days as is the case with printed mail-shots. This means you can quickly get an offer on the table or respond to a competitor’s marketing tactic.

BUILDING RELATIONSHIP

Because your audience can opt in/opt out of receiving email marketing, you are better informed about who is genuinely interested in your products/services. This helps you create more targeted campaigns and build a dialogue around the topics they’re interested in.

Challenge of Email Marketing

GETTING ATTENTION

Prospects don’t always look at their email, if they did. it’s one or two days after you’ve send it.

BEING READ

Keep your reader’s attention by developing straightforward content. Don’t over-think it and don’t cover too many subjects all at once.

NEEDS TIME AND THOUGHT

Whatever business you’re in, you need to give time to planning, executing and managing your email marketing campaign. So run a trial campaign first and modify your approach based on the feedback you receive.

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.

Beginners Tips for Building an outstanding Email list

Email lists aren’t easy to build or created, it doesn’t mean that you are just going to copy paste email addresses and hand it out without trying it out first. This is why some marketers are having doubts whether to purchase such a list from companies that sell lists.

Knowing what emails are active or not is the first step you should do in order for you to avoid giving or handing out inactive emails as a trial giveaway for customer approval. So here’s some tips for beginners who wants to build an Email list for them to sell or keep

Emails Should Be Tested Before Listing It

It’s easy to copy paste an email address from websites, mostly from industry of your choosing, but what if those emails aren’t active at all? Some will doubt your capability in testing out whether those emails are active or not. Some prospects will ask for a sample list, maybe 10 to 15 lists should be enough, but again, this sample need to active emails.

Create unique Email Content

Creating a content that can get the prospect’s attention is a win-win for both you and your prospect. Why? Because it means that, just by that content you made, you can persuade or attract prospects. Knowing that it’s hard to obtain prospects trust and attention means that what you can offer, will sell.

The content in your emails is usually the one that can make a prospect subscribe to your email marketing service. Most prospects can tell whether your emails will be sent to the spam folder or not. So it’s best to avoid sending it to the spam folder.

Use the Social Media

Social media are packed with prospects or future clients/customers. Knowing that there are tons of people hanging out on social media sites suh as Facebook and Twitter. You can get an active email address that you can put on your email list.

 

There are tons of ways you can build an outstanding email list and where you can get some. Experimenting some new ways can lead to a better emails lists building, Why not try it.

Effective marketing strategies for Email Marketing

Email marketing has been around for a while now, and it seems that it’s one of the most effective marketing strategy, businesses are currently using. Aside from being able to send out what you want your prospects to know about your business. It also helps you to familiarize how useful email marketing is.

Email marketing campaign has different kind of strategy that companies are currently using. Some are effective and some not so. But this doesn’t mean this is the only strategies out there. So what are these strategies that are effective and guarantee a positive reply?


1. Personalized Email

Personalizing your email content can help you get leads or get prospects’ attention. With each email send-out that is unique to one another, prospects won’t doubt your company email send out if it doesn’t go directly into the spam category in your email.

That being said, it’s more likely to be relied on rather been ignored. With this, you can get replies that might take an interest in you or a possible lead referral that might help your company.

2. Short or Long Subject Line
Whether it’s short or long, one thing is for sure, avoid a subject line of 60-70 character. This is the DEAD ZONE of subject length.

But deciding on the length of your subject line, the usual 70 and up can be most beneficial to engage readers through its content. While subject line of 49 characters and under test well in open rate

3. Best choice to send Email
If you’re thinking to send out emails at nine in the morning to five in the late afternoon, then you’re going to have a bad time. The best time for sending out emails is around eight in the evening until midnight.

This is where Business owners or Decision Makers can read all those emails left unread or received throughout the day.

4. Weekend Send out
Sending emails out on a Saturday morning up until Sunday at night are still one of the best choices in sending out emails. Although it still applicable to knowing your prospects as well. Whether they’re opening at night or early in the morning.

5. Move aside Facebook and Twitter
Content King still reigns, it’s ability to convert new customers rather than Facebook and Twitter. Nearly half of all customers come from e-mail send out while Facebook and Twitter share the rest. Not every business owners rely on Facebook and Twitter. Some don’t even use Social Media. Maybe for the sake of family tradition.