Facebook has launched a new way to engage with your page community. Aptly named the call-to-action button, this new feature allows people who visit your page to take one of seven different actions with the click of a button. The types of call-to-action buttons you can choose from include:
In this short video you’ll see examples of different buttons that companies are using, plus you’ll get a quick overview on how to set up a call-to-action button on your page. Take a look and see how quickly you can get your Facebook call-to-action button up and running on your Facebook Page.
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© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
The post How to Create a Call-to-Action on Your Facebook Page [VIDEO] appeared first on VerticalResponse Blog.
Marketing may seem like it all happens outside the store – in print media or across cyberspace. But savvy retailers know to combine their external marketing messages and in-store experiences. You want to make sure your store’s external marketing messages are harmonized with your customers’ in-store experiences.
To begin, keep your employees in the know. At your weekly sales meeting, tell every associate your current key marketing messages, and prominently place them on your backroom message board. Sales and sponsorships should be a part of your front-door and phone greetings as well. Create messages that associates can feel natural saying, such as “Welcome to our store! If you’re here for our February Clearance Sale, all of our sale products are in this aisle.” Avoid using cumbersome messages such as, “Welcome to our store where this week we are featuring a buy two get the third half off on every winter shoe over $25.” The same is true for your phone greetings. Keep them short, helpful and easy to remember.
You’ll also want to think of your marketing message as having one of the following three goals. Then match your locations to each message. Here’s how:
Goal #1: Attract people into the store.
Post messages outdoors, on storefront windows, and the front door itself. Outdoor marketing can consist of a sign with changeable letters, a sidewalk sandwich board, or even colored chalk. Depending on your brand’s voice, you can be very business-like or fun and approachable. Match your voice, the message, and the way you talk to your customers. The same “half-off all boots” message can be written on a scrolling LCD panel, posted as a limerick on your changeable store sign, or drawn as a psychedelic graphic on a sidewalk chalkboard depending on your brand voice.
Storefront windows are the first taste for shoppers. The tone of the windows begins the promise of the experience inside. You could, for example, place a sign in your window that says you have creative paper solutions. Or you could hang fifty folded paper cranes in different sizes and colors to communicate the same message. Savvy retailers use the products they sell in hundreds of creative ways to showcase exciting solutions inside. Hire a local art student part-time to help change the windows once a month if you need creative help.
Goal #2: Make a sale to people already in your store.
Use ceiling signs and the counter to deliver your call-to-action message. But beware of how your store space is used. These are the message areas most likely to become cluttered with overlapping signs. Look at your store with a critical eye and always focus on communicating one or two crisp marketing messages, such as a price promotion and a reinforcing loyalty message. Beware, however, if you have too many different messages around the store, such as one for a spring clean-up sale, another touting the fact that you carry their favorite brands, and yet another on how to become a preferred customer. Remember: less is more! Rotate your messages to keep them fresh. Just keep them focused. You’ll also want to be vigilant about removing old signs. Make this a part of a monthly checklist item.
Your sales associates are also a part of your brand message. If your target market is local businesses, a store uniform should probably consist of a button-down shirt with an embroidered logo instead of a t-shirt. Your store associates should look credible and approachable to your target market. This means that a written policy on appearance and hygiene may be in order. Reinforce messages with buttons or lanyards worn by your sales associates when appropriate.
Goal #3: Build loyalty for a return visit.
Use your checkout, register receipts, bag stuffers, bags, or even inside of the front door to grab your customers attention and encourage another visit. At the checkout, there should be a pleasant exchange with the cashier that includes an earnest request to visit again. Consider a counter mat that allows you to insert a changing message under its transparent cover to keep it up to date. Here’s where a customer’s most likely to entertain an offer for a loyalty program, a service plan, or home delivery. It’s also where you can deliver a longer message about community programs or sponsorships. Have brochures or other marketing materials available for cashiers to quickly give customers more information if there’s interest in a detailed program. Use acrylic document holders to make organization easy and swift.
If you have a recent point-of-sale system, you can deliver changing messages on customer receipts. Have cashiers remind customers of any offers on their receipts as they conclude transactions. Bag stuffers should either be calls to action for future sales events or reminders about home delivery or online shopping.
Critique your bag itself and make sure that it reinforces your brand. Today, customers see bags as reusable items. Make sure you provide a bag that customers are proud to use and consider it a marketing expense – not an operating expense – that advertises your brand outside the store.
Finally, there should be a message that gives customers a reason to return as they leave through the front door. This is your very last chance to communicate your brand to customers, so make your message and its means of delivery more memorable than “Have a nice day.”
Use VerticalResponse to send out email newsletters, offers. and invitations for free.
Editor’s note: The original version of this post was published by Bags & Bows and was written by Flora Delaney. The post has been updated for accuracy and relevance.
© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
The post How to Move Your External Marketing Messages In-Store appeared first on VerticalResponse Blog.
When was the last time you evaluated your company LinkedIn page? Does it represent your brand well, attract prospective clients, and showcase your business as an authority in its field?
Many small businesses take the necessary steps to create a company LinkedIn page, but aren’t quite sure if their page is doing all it should. We’re here to provide some advanced tips to make sure your page is the best it can be.
1. Create Showcase Pages
A Showcase Page is an offshoot of your company profile page. On a Showcase Page, you promote a specific product or service that your business offers. Once upon a time, you probably listed this information in your Products and Services tab, but LinkedIn did away with that function. Now you can highlight specific products through Showcase Pages.
On your LinkedIn, Showcase Pages show up on the right-hand side of your page. Look to the right of the Adobe page below and you’ll see how they appear on your main page.
What’s the advantage? You can upload a new logo and banner that’s specific to this product or service. Plus, Showcase Pages have their own analytics, so you’ll be able to track visitor interest. You get more space to promote a specific product, rather than your business as a whole.
Let’s say you sell digital cameras. You can set up a Showcase Page that highlights your best selling camera. Or, let’s say you run a pet shop. You could highlight your pet grooming services on a Showcase Page.
To create a Showcase Page, look under the Edit tab on your company page and select Create a Showcase Page. You’ll fill in the same information that you did for your company page, but this time it’s specific to product or service.
LinkedIn allows you to set up ten Showcase Pages, so focus on your best products and services and remember to maintain these pages as you make changes to your offerings.
2. Add keywords to your profile
When you were creating your company profile, you probably described your business and products and moved on to the next block of needed information. You might not have considered adding keywords to your profile. LinkedIn profiles are searchable, so you want to make sure that your page comes up when a client or customer enters relevant keywords into the search bar.
What words would your audience use to find your business? Create a list of 5-6 words or short phrases and add those words to your profile page. If you need a little help in the keyword department, you can use Google’s Keyword Planner to help you create a list of keywords to incorporate into your page.
3. Add a ‘follow us’ button
Make sure your company page has a Follow Us button. This easy-to-install icon can help increase your traffic. Social media users are always looking for easy ways to follow and engage with brands, so make it simple for them to join your social bandwagon by adding this button. Here’s the link to generate the button for your company page. You can also generate buttons for your Showcase Pages too.
Remember to add a LinkedIn icon to your business website to drive traffic to and from each site.
4. Write comment-worthy updates
You are probably already posting updates to your company page, so try these tips to make sure those updates are engaging:
How does your LinkedIn Company Page help your business? Share your thoughts in the comment section.
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© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
The post 4 Advanced Tips to Optimizing Your LinkedIn Company Page appeared first on VerticalResponse Blog.
In today’s increasingly crowded product marketplace, it’s essential to have a solid competitive strategy to ensure you stay one step ahead of your competitors in the minds of customers. Implementing marketing warfare strategies is the perfect addition to your overall marketing plans and can help to reshape your standing within an industry.
Developed in 1986 by Al Ries and Jack Trout (considered two of the godfathers of marketing), the theory focuses less on customer-oriented campaigns and more on maximizing all areas of a business towards the goal of outshining others.
The Four Strategies
There are four strategies used in marketing warfare. Each strategy has a specific purpose and can be adopted based on your needs:
Defensive – Most commonly used by the market leader to protect their position. Corresponding tactics include campaign efforts to shift consumer perception closer to their brand and away from other competitors.
Offensive – Also known as the ‘Challenger Brand’, this strategy is valuable for any business holding 2nd or 3rd place in a market or niche. Even if it lacks the resources to compete directly with the market leader, offensive tactics can cause disruption to defensive brands.
Flanking – Companies who employ the Flanking strategy are attempting to capture territory not yet occupied by the market leader. This may include introducing a lower priced alternative, more personalized service, or niche offerings within the market.
Guerrilla – Focuses on creativity and making a statement over the actual campaign costs or traditionalism. Guerrilla tactics are used to get people talking about a brand and create awareness. This is accomplished through Ambush, Stealth, or Viral marketing efforts.
The strategy you choose to incorporate will depend on the size of your business, industry type, and what works best for your target market. Additionally, you may need to use one, two, or all of these at different times throughout your business.
Here are a few dos and don’ts worth keeping in mind as you get started:
Already tried running a marketing warfare campaign in your business? Which strategy did you use and what was the end result? Leave a comment below.
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Many Game of Thrones fans are still reeling from the season premiere. The much-anticipated fifth season of the hit HBO show is known for its twisting plot lines and conniving characters, but it can also teach us a thing or two about email marketing.
Sure, email marketing isn’t exactly the preferred form of communication for those in the Seven Kingdoms, (they tend to speak through sword fighting) but there are hidden marketing gems in the series. Take a look at four things that Game of Thrones can teach you about email marketing:
1. Keep your eye on the goal
If there’s one character that’s dedicated to a goal its Bran Stark. That lad sees a three-eyed raven in his dreams and becomes obsessed with finding it. It doesn’t matter that he can’t walk, or has no idea where to find this creature. Nope, these issues don’t phase him. After trekking thousands of miles in a wheelbarrow with a mangled group of friends, he reaches his goal. He finds the three-eyed raven.
Bran had a goal, which is exactly what every one of your emails should have. It’s a simple notion, but sometimes we get into an email routine and send the same old emails without really knowing our end game. Before your next message lands in an inbox, ask yourself, “What am I trying to accomplish with this email?” Your answer should dictate what’s in the email, when it’s sent and who receives it. A more targeted approach will yield better results. We’ve got 9 emails you should be sending to give you some great ideas.
2. Get feedback and listen to it
The Night’s Watch fell short on its listening skills. The elders sent Jon Snow out to investigate the movements of an enemy tribe, the Wildlings. When Jon returned, he advised the elders to seal the tunnels so they could protect the wall. The elders chose to ignore the information and basically got their butts kicked in battle.
As a small business, it’s a good idea to ask for feedback from your customers. One of the most effective ways to do that is through an email survey. However, creating the survey is just one step of the process. Sometimes small business owners take the time to create the survey, but don’t use the results to their advantage. The survey results could have a major impact on your business. You could find ways to improve your products, enhance customer service and increase your sales. The takeaway message is to act on feedback, like the Night’s Watch should have done.
3. Focus on what makes you different
In email marketing you want to focus on what makes you different. Daenerys Targaryen does an excellent job marketing herself as the Mother of Dragons. A family of three dragons, yeah, that certainly sets you apart.
You should do the same in your email marketing. You might not have a team of scaly, flying reptiles at your disposal, but that shouldn’t stop you from focusing on your unique traits.
The Dollar Shave Club does a great job with this. They have created a unique voice and it carries into their email marketing. Check out the example below.
4. Build your contacts
Having a healthy list of friends is the best way to grow a business. Lord Varys, the master of whispers, knows this. He is constantly building his Rolodex, and because he’s willing to cultivate relationships he has quite a network of people he can reach out to when he needs something out of the ordinary, like stowing Tyrion Lannister in a cargo ship to escape his death.
Like Varys, we suggest constantly building your email contacts. Of course, the reason you want to gather contacts isn’t about political gain, it’s about growing your business and engaging with your customers.
One of the best ways to grow your contact list is to set up a sign up form. VerticalResponse has a sign up form that you can use. With a few simple clicks, this form can live on your website, your blog and even your social media channels and encourage visitors to submit their name and email address. When they do, that information will go straight to your contacts within VerticalResponse.
Can you think of another email lesson that’s connected to the Iron Throne? Share it in the comment section below.
Send your emails for free using VerticalResponse.
The post 4 Lessons Game of Thrones Can Teach You About Email Marketing appeared first on VerticalResponse Blog.
A lot of people create their emails without putting much thought up front. This usually results in a longer creation time and a disjointed email effort.
In our latest episode of Tips in 2 we share three things you should think about before you create your email. They include:
For more detailed information, watch our Tips in 2 video below.
If you’re looking for more email marketing information, visit our blog to gather some really great tips.
Your email list plays a paramount role in your marketing. In 2012, 3.3 billion people had an email account. That number is expected to crest 4.3 billion by the end of 2016, according to a report by tech market research firm, The Radicati Group.
With numbers like that, it makes a lot of sense to continuously increase the number of email contacts that you have. A growing email list can attract new customers, generate buzz about your business, build relationships and increase your bottom line.
To help you substantially build your email list, we’ve put together a list of four effective ways to increase your subscribers. Each of the four methods below has detailed instructions so you can improve your list without a huge learning curve. You’ll save time and inject your list with new names at the same time.
1. Consider adding an overlay to your homepage
If you want to capture more emails, an overlay is a simple way to not only grab a visitor’s attention, but to also encourage him or her to give you an email address.
You might not be familiar with the term overlay, but you’ve seen them. You know those boxes that appear after you’ve surfed a website for a few a seconds? They look like this:
The background goes dark, the message appears on the screen and the reader can close the window or enter information. They’re similar to popups that were popular a few years back, and some people use the terms overlay and popup interchangeably.
How well do they work? According to E-consultancy, an overlay brings in 400% more email addresses compared to other online opt in forms.
How do you add an overlay to your homepage? Adding an overlay sounds technical, but any small business can do it. You don’t need a website designer to do this, and you don’t need to know a single line of code either. You can get an overlay on your site by using one of these online tools:
We should point out that these tools aren’t free. The three options above have various pricing plans, but range between $25-$49 per year. When you think about it, that’s a small price to pay to grow your email list with engaged subscribers who want to hear from you.
We picked the three sites above because of their ease of use. Once you’ve signed up you can use premade templates to design an overlay, you can adjust the colors to match your branding, add your own images and control when the overlay pops up on your page. With A/B testing, you can also test several different overlays to see which one your visitors prefer. Your membership includes analytics, so you can see how well your overlays are doing too.
2. Run a contest or giveaway on social media
A great way to get more email addresses from folks who want to hear from you is through a contest on social media. You have a lot of options when it comes to contests, but the main idea here is to get participants to enter their email address to get something.
You can run a contest on any social media channel, but since so many small business owners have a Facebook page, we suggest you start there.
Shreyans Parekh, owner of Koyal Wholesale, a special event supplies company, says social media contests are of the most effective ways he collects email address.
“We set up a contest and ask entrants to give us their email address to participate,” he says. “It’s a particularly useful tool at obtaining email addresses from very valuable leads.”
Facebook has updated its Page Terms so you can run a contest on your business page, but we still suggest that you use a third party app to make life easier. Here are two tools that can help you capture emails via a Facebook contest:
Tips to run a successful contest:
3. Use Twitter Lead Generation Cards
A Twitter Lead Generation Card is a way to collect contact information from a promoted tweet. You create a card, which is like a souped-up tweet that offers some sort of incentive. Here’s an example:
Once a consumer clicks on the call to action, the person’s name, Twitter handle and email address is pre-filled into a small card. All the consumer has to do is hit submit. In return, you get a bunch of new contacts for your email list.
According to Twitter, one client compiled 1700 new email addresses in a week by using this tool.
Ready to give it a try? We’ll walk you through the process:
1. You need a Twitter Ads account. If you don’t have one, you can sign up here.
2. You have to decide how you’ll collect the data from your cards. You can download a spreadsheet from Twitter, or you can have the data delivered through an automation system like Salesforce.
Creating a card
1. Log into your Twitter account.
2. Go to the sprocket in the right hand corner and click Twitter Ads from the dropdown menu.
3. Click on the Creatives tab in the navigation bar at the top and click Cards.
4. Click Create Your First Lead Generation Card.
5. Fill in the form. We’ll walk you through the boxes, but the form should look like this:
6. Save your card.
Launching your card
1. Now you need to attach the card to a tweet. To do so, click the Tweet button in the upper right hand corner.
2. Create a tweet in the box.
3. Before you send it out, click on the card icon in the box and attach the card.
4. You can attach a card to a promoted tweet, which means you’ll pay for the card to be exposed to people outside of your followers. You can set the budget within you Twitter Ads account.
Get your contacts
You can log into your Twitter Ads account, click on the lead generation card and hit the download icon. A CSV file will download to your computer. Here’s what you’re looking for:
4. Collect names at events
We’ve gone over some fairly modern, digital ways to collect email addresses, but there’s a simple, low-tech way to snag more contacts too. Break out your clipboard and ask people to sign up for your email list in person. Yes, in person.
“It’s okay to go old school to manage a contact list,” says Drew Price, head of email marketing for online correction site Grammarly. “There’s a reason many of the largest retailers train their employees to do this and have added the functionality to their computer systems.”
You can simply use Microsoft word and create a two-column table that asks for a person’s name and email address. You can even download and print a simple form online.
Here are several times you can break out the email sign up form:
While this list offers four specific ways to increase your email list, there are many ways to do so. Considering the value of your email list, you want to continually make efforts to add to it. And of course, we’ve written extensively about using email sign up forms to collect email addresses and why they are a no-brainer for your business.
What’s the most successful way that your business has found to collect email addresses? Share your experience in the comment section below.
Send your emails today with VerticalResponse – It’s free up to 1,000 email contacts.
The post 4 Effective Ways to Increase Email Subscribers [GUIDE] appeared first on VerticalResponse Blog.
Locating an address or contact in your email lists is a key part of managing your lists. You need to be able to easily change the list an email address is on, unbounce or unsubscribe an address, or even delete an address from the list altogether. Not only can you easily find an address or person on your email list, you can now reset a bounce or unsubscribe someone anytime you need to.
If an email address has bounced, most likely it’s bounced because it’s a bad address. There could be a typo, the address is no longer in use, or there may be a filter that’s blocking it from being delivered. Resetting a bounced address doesn’t guarantee that you’ll be able to reach the inbox, but you’ll be able to try again and see if the issue was temporary.
To reset a bounced address:
We’ll take care of unsubscribing people from your lists if they click the unsubscribe link in your email, or hit reply and add Unsubscribe in the subject line. Sometimes people forget to click the link, or they aren’t sure it will work, and instead reach out to you instead.
To unsubscribe an address:
If you need to delete an address, follow the same steps for searching, then once the address is located, select the box to the left and then click Delete at the bottom of the page.
Keeping your email list clean is important; after all, it’s the connection to your subscribers. We’ve made some basic maintenance easier for you by adding these new features. Now that managing your email list is even easier, check out how to keep on growing your lists with our helpful guide. Take a look at the new features in your VerticalResponse account today (these features apply to the new VerticalResponse) and let us know what you think in the comments below.
The post New Feature: Improved Contact Search for Email Lists appeared first on VerticalResponse Blog.
At VerticalResponse, our customers often ask what they can do to make their email marketing more effective. To help, we put together a baker’s dozen of things you can do to fix your emails right now. Each item on this list is an actionable to-do which can give you real results like list growth, increased open rates, better click throughs, and maybe even more sales. Let’s get cracking and go through the dirty dozen things you may be doing wrong with your emails and how to make improvements.
1. Not using a sign up form: This is one of the most common mistakes we see. If you don’t use a sign up form on your website, blog and social channels, you’re missing out on one of the most valuable and efficient ways to grow your list of contacts.
When someone visits your company website, blog or one of your social media pages and chooses to sign up for your email list, they’re actively agreeing to receive your content. They’re telling you they’re interested and want to hear from you. This makes these subscribers most likely to engage with the content you send. To help your email marketing efforts reach more people, you need to continually grow your list and a sign up form is both easy to create, and use.
We have numerous email sign up form resources to help you get started including:
2. Not sending a welcome email: After you have your email sign up form ready and rarin’ to go, make sure your next step is to set up and send an automated welcome email. It should be triggered to send each time someone signs up for your list. An effective and engaging welcome email does just what is says: welcoming and thanking your new subscriber or customer. If done correctly, a welcome email can keep a recent sign up coming back for more.
Statistics show new subscribers are most engaged within the first 48 hours. An automated welcome email (which is a type of autoresponder) can help you reach out to your new subscribers within that crucial window of time.
If you haven’t created a welcome email yet, we have heaps of help:
3. Your subject line is a snooze: Did you know the average person receives about 121 business emails a day? And that number is expected to increase to at least 140 by 2018. That doesn’t even include the number of personal emails people receive. You get the picture. Everyone receives a lot of emails and inboxes are loaded.
If your email doesn’t stand out in a subscriber’s inbox, it doesn’t stand a chance of getting opened and acted on. That’s why tips #1 & #2 above are so important to building an engaged list of subscribers. Now tip #3 takes over to command readers’ attention in the inbox with a killer subject line that begs to be opened.
Subject lines are one of, if not, the most important parts of your email. If your subject line isn’t compelling, your readers won’t open your email. All your compelling content will be missed. Wondering why you have a low open or click-through rate? The first culprit is your subject line. So let’s share some information that can help you turn that lame subject line into something truly awesome:
4. Not personalizing: Ever receive an email with your name in the subject line? Or maybe you got an email from your vet containing your pet’s name and favorite dog food along with a coupon? This is called personalization.
In an article by eMarketer, “A December 2013 survey of US digital shoppers conducted by Harris Interactive found that the majority of recipients of emails containing personalization drawing from previous shopping behaviors and preferences would be more likely to increase their purchases as a result. In fact, 81% of respondents said they were at least somewhat likely to make additional purchases, either online or in-store, as a result of targeted emails.” The same article goes on to say, “A majority of consumers were also not shy about sharing more information about shopping preferences with retailers in order to improve the types of messages they would receive. Nearly seven in 10 said they would disclose personal facts if the emails they received were more relevant as a result.”
It’s clear personalization works for engagement, but how the heck do you get info to personalize your emails? Look back at #1. Your email sign up form should contain fields like email address, but also maybe the basics like first name and perhaps a few other fields that will allow you to create a more personal experience for your subscribers. But, don’t go crazy and add a million fields to your form trying to collect everything under the sun. Form fills decrease with more than 3-5 fields. Rather, you can use information from previous purchases, webpages viewed or other data you may have to give your subscribers’ a more targeted message. Speaking of targeting, let’s move along to #5…
5. Not segmenting: Segmenting a list is simply the process of dividing it into sub-groups. While everyone on an email list may get some messages, you can then send very specific or targeted messages to just one group when the occasion arises. This lets you target individual readers who may be more receptive to your messages. Segmentation can have many benefits including the ability to target specific actions (buyers vs. non-buyers or openers vs. non-responders), or areas of interest (white wine vs. red or apartment rentals vs. houses for sale).
Again, you can capture some of this information in your email sign up form (#1), or you can use engagement with your sent emails (opens and clicks), or you can choose to send a survey to your subscribers to get information about their preferences and areas of interest. If you want to get a bit more advanced, you can use something called progressive profiling which enables you to capture little bits of information about website visitors each time they come to your website. When a visitor comes to your site and carries out multiple actions (e.g., downloads multiple guides), they’re presented with different fields on each form. This lets you collect, say, 9 pieces of information while only asking your visitor for 3 at any given time. It usually translates into a much better user experience and you end up with more information you can use in the future to deliver content and offers that are more targeted for that visitor. Most CRM systems allow you to do some sort of progressive profiling.
6. It’s not visually appealing (okay, let’s just say it… it’s ugly): We’re not usually this harsh, but man are there some ugly emails out there – anyone using comic sans font? And the sad thing is, they don’t need to be ugly when there’s a plethora of beautifully designed email templates out there just begging to be used. We get so many questions about email design that we recently created an entire guide focused on effective design for a number of different types of emails. The good news is, your email doesn’t have to be ugly. With advances in email marketing it’s now drop-dead simple to create a great-looking email without a drop of graphic design experience.
Grab these handy resources and give that email a makeover:
7. Your email isn’t responsive: When we say “isn’t responsive” we don’t mean your email is ignoring you, rather we are referring to the ability for your email to resize or reconfigure to the screen of the device the reader is using, whether it’s a desktop, laptop, tablet, or smartphone. Why should you care?
Creating responsive emails isn’t a huge headache or ultra time-consuming either. You just need to use a responsive email template from your email service provider. Most ESPs offer them (we do!) and they can really make your end-users’ experience with your email so much better.
Watch this quickie 2-minute video that walks you through responsive design and how responsive emails look in VerticalResponse.
8. Not delivering valuable content: Once a subscriber opens your email (because your awesome subject line – #3), you’ve got just a few seconds to grab his or her attention. Stellar content can keep them engaged.
To create email content that’s valuable, you’ve got to get back to the basics by identifying what your prospects and customers care about. You can start by creating a list of the traits your very best customers and ideal buyers have. Identify what their biggest pain points are, what their concerns are in relation to your product/services and what they hope to accomplish. Too often, we fall into the routine of creating content that’s all about the features of our product and services instead of helping a potential buyer.
This concept of providing useful content was coined by Jay Baer in his New York Times bestseller, Youtility. The basic concept is to provide valuable content for your readers and customers, to the point where your company becomes valued, trusted, and synonymous with being useful. So when the time comes to make a purchase, your company is the obvious choice.
You can do this in your emails by sharing useful information like FAQs, how-to’s, interesting case studies that don’t focus on selling and other customer-centric types of content.
Take a peek at a few of our posts that focus on content:
9. No call to action: Your call to action (CTA) should tell your reader exactly what you want them to do. So make it obvious and use bold, action oriented language in your CTAs. Tell your reader what you want them to do. We recommend using action verbs like Buy, Learn, Create, Start, Sign Up, etc.
We even have a call to action button generator you can use to create call to action buttons to use in your emails and for your website. Create some and try them in your next email (did you notice that call to action?)
10. You don’t mail frequently enough, or you mail every. single. day: A common question we get is “how often should I send emails out?” That’s a tricky question in that there’s no one size fits all answer. What works for one business won’t for another. A lot depends on your list, your product/service and of course, what you promised your subscribers when they signed up. Your email sign up form should very clearly articulate the benefit of joining your list and how often you’ll send email. That helps manage expectations from the get-go.
Getting back to the age-old question of how often you should send is really up to you and what you can support with valuable content (#8). Again, depending on your business, you might want to start at once a month and then slowly increase to twice a month and then once a week, or keep it at once a month and go slowly. Either way, always make sure to proactively communicate any send frequency changes to your subscribers and explain the added value of getting more emails from you.
11. Don’t look at your reporting/analytics: You may be happily sending out your weekly newsletter and chugging along just fine, but are you making the most of each of those newsletters? Your email reporting can help you decide. Reporting isn’t there to overwhelm you with a bunch of charts and graphs that don’t mean anything. On the contrary, reports make it easy not only to see what’s working but also make it clear what to do next.
If your last email newsletter had a poor open rate, look at your subject line (#3) – was it a snoozer (be honest)? Were your click thorough rates a little underwhelming? How was your call to action (#9)? If you’re using VerticalResponse, easy-to-read charts give you key stats, and show who opened your email and what links they clicked on, plus you can quickly create a list of people who may have missed your message, or those who clicked, to make follow-up campaigns a breeze. This is the power of reporting; so don’t avoid that area of your account no matter which email service provider you use.
12. Your email is anti-social: Nearly every email service provides an easy way to include icons and links to the social media sites your business has a presence on, so take advantage of this simple and effective way to allow your subscribers to connect with you in other ways. This isn’t the time to hide in the corner of the party. Get out there and get social with your subscribers.
BONUS: 13. You don’t have goals: Another common mistake people make is sending emails without a clear idea of why they are sending them in the first place. We often hear, “I know I should be doing it, so I do.” Ack! You need a better reason and that reason can include any of the following: Help your users and prospects, grow your list, drive visits to your physical location, website or blog, to generate revenue, book appointments or any or all of these reasons. Email is an affordable and effective means of accomplishing all kinds of goals which is why is has continued to prosper for so long.
This list of the dirty dozen things (plus a bonus) you are doing wrong with your email should help you make positive changes to increase the effectiveness of the email you send.
What other email wrongdoings would you add to our list? Share in the comments.
Send effective emails today using VerticalResponse – It’s free up to 1,000 email contacts.
The post The Dirty Dozen Things You’re Doing Wrong with Your Email Marketing & How to Fix it Pronto appeared first on VerticalResponse Blog.
Wouldn’t it be nice if you had a relationship with every one of your subscribers? If you’re sending an email newsletter, turns out you already do.
According to the Nielsen Norman Group’s Email Newsletter Usability report (based on 270 email newsletters across 6 countries), email newsletters create bonds.
“Newsletters feel personal because they arrive in users’ inboxes, and users have an ongoing relationship with them… The positive aspect of this emotional relationship is that newsletters can create much more of a bond between users and company than a website can,” says the Nielsen Norman Group.
Did you know that U.S. adults are twice as likely to sign up for emails to stay in touch with a company rather than interact with that company on Facebook? A report by Forrester makes that clear. It’s also clear is that when someone signs up for your email newsletter, they like you, they really like you.
To keep your relationships going strong, you should provide readers with consistent and interesting newsletter content. Short on topics? We feel you. This is where our relationship comes in. Below, we’ve brainstormed 75 email newsletter content topics you can use ASAP. Consider this a digital friendship bracelet of sorts to ensure lasting email newsletter success:
When creating your email newsletter, remember, your readers are your friends. They want (and should) hear from you on a regular basis. They also want to know what’s new in your business, appreciate advice, and if you can hook them up with an occasional deal, even better!
With these 75 content topics, you should be well on your way to creating a memorable email newsletter that keeps readers informed and intrigued. Have any other topics we may have missed? Be a pal and share them.
Psst… Need help creating visuals to put in your email newsletter? Check out our blog post: 13 Visual Content Tools for Creating Killer Content
Send your email newsletters today with VerticalResponse – It’s free up to 1,000 email contacts.
The post 75 Email Newsletter Content Topics You Can Use ASAP appeared first on VerticalResponse Blog.
Growing your email list and reaching new people is an on-going process for every business and thinking of creative new ideas can be challenging. Today we bring you four unique social media contests you can use to grow your email list and get new people engaged with your company. Each contest is paired with an app or online tool to help you create and manage your contest with ease.
1. Host a Facebook giveaway
One of the easiest contests to run is a giveaway on Facebook. Everyone loves a freebie. In exchange for entry, the participant provides his or her email address.
Giveaways are simple to manage and you can determine what the prize is. You can pick a winner at random and giveaway something that’s related to your business. Maybe a $100 gift card to apply towards your products or services.
Tool to use: Rafflecopter
Rafflecopter can help you run a giveaway on Facebook. After creating an account, you set up a simple graphic that lives on your Facebook page. To enter, participants are taken to an entry form where they fill out their name and email address. You can ask for additional information too, but you should keep the form as short as possible. You’ll see a running list of all the information that you collect.
Difficulty level: easy.
Cost: Plans for Rafflecopter start at $13 a month.
2. Offer a deal or promotion
Similar to the Facebook giveaway, you can also give away a deal or promotion. Ask people to provide you with their email address in exchange for a coupon code. Everyone’s a winner with this promotion.
Tool to use: Justuno
Set up an account with Justuno and a pop up will appear on your website. Customers click the ad and are asked to fill in a simple form with their email address. Once the address is submitted, a coupon code instantly appears. You can see an example on the BaconFreak website, just click on the pop up on the right.
You can promote the deal on all of your social channels with a link back to your website. And here’s the best part, when you use Justuno all of your new contacts are automatically added to your VerticalResponse contact list. You can learn more about how it works in our Integrations Marketplace.
Difficult level: easy.
Cost: Fees are based on the number of people who enter their email address. Prices range $0-40 a month for small businesses.
3. ‘Tweet to win’ contest
Get your audience to tweet a message about your brand. Participants click on the promotion and enter their Twitter handle and email address along with their own special message about your product or service. Once the form is filled out, the participant clicks a button to share the tweet on his or her feed. You select a winner at random and email the winner to explain how to claim their prize.
Tool to use: Binkd
Binkd can help you run your ‘tweet to win’ contest. Just set up an account and create the contest materials. The program guides the participants to the sign up form and gives you a list of contacts collected.
Difficulty level: easy.
Cost: The ‘tweet to win’ option is free through Binkd. You can also use this tool to run sweepstakes and photo/video contests. Prices range from $0-1.99 a day.
4. Facebook quiz
Set up a quiz for your audience to take on Facebook and let participants share their results on their Timeline. Quizzes are interactive and sharable, so they make a great contest component. Of course, to enter the contest participants will enter their email address. Participants can be entered into a drawing if they get a certain score.
Tool to use: Woobox
Turn to Woobox to help you create and share a visual quiz on your Facebook page. You create the questions, decide how the quiz is scored and let users share their score on their wall. Woobox will set up an entry page for you to collect email addresses. You’ll also get a URL to the quiz, so you can promote it on other social channels and your website.
Here’s an example of a quiz that Woobox is helping with on the Crystal Ski Resort Facebook page.
Difficulty level: intermediate.
Cost: Plans are based on the number of fans. Small business will likely spend $49-99 a month on this tool. Woobox can help with a variety of other social contests too.
Of course, there are a ton of contest ideas out there, but the ideas above are great for time-strapped businesses. With the help of an online tool or two, you’ll have a contest up and running while email addresses roll in.
Remember to check the contest rules and regulations for each social platform. Each social site has its own rules, so look before you create a contest. And, start off your relationship with these new subscribers right by sending them a welcome email that explains what value they will receive by being on your mailing list, how often you will email them and any other benefits.
Have you created a social contest? Share the details in the comments.
Get more social tips and tactics by subscribing to the weekly VerticalResponse email newsletter.
The post 4 Social Contests that Help You Grow Your Email List and Reach New People appeared first on VerticalResponse Blog.
Are you on royal baby watch? It seems the social media world is abuzz with news and updates about Kate Middleton and Prince William’s second baby, which is due in April. Some savvy business owners are using this trending topic to promote their business on social media.
It’s a common social media tactic. By connecting your product or service to a popular topic on social media you can expand your reach beyond your core audience.
You don’t need to sell baby gear to make the #RoyalBaby marketing moment work for your business. Take a look at some of the social posts below. These businesses make a connection between their brand and the upcoming addition to the royal family.
Of course, you can use any trending topics to promote your business, not just the royal baby. Here are four ways to use trending topics to boost your business on social media:
1. Capitalize on pop culture
Check the “trending” sidebars on Facebook and Twitter to see what people are talking about. The “trending” sidebar serves as a great idea bank.
However, you should always investigate why a particular topic is trending. If you don’t, you could post something that’s inappropriate or insensitive.
2. Find a joke that’s already popular and make it your own
Recently there was a social dust up over a gold/white vs. blue/black dress. When something like this creates a buzz, use it to your advantage. For example, a flooring company posted this, “Whatever color you see in #thedress we have a carpet to match.”
3. Use popular hashtags to draw in your target market
Keep an eye on hot hashtags and create posts around them. For example, when the Oscars were on TV, a restaurant posted this, “Let #Schlotzskys cater your #Oscars viewing party.”
4. Make a humorous meme
Take a trend and put your own spin on it by creating a meme. Turn to sites like imgflip to make your own humorous card for social media. Grumpy Cat, for example, is still popular. An accountant could use the premade cat template in imgflip and add the text, “Taxes can put anyone in a bad mood. Use ABC Accountants to make sure you walk away happy.”
With a little creativity, you can cash in on social media trends. From the royal baby to Grumpy Cat, there are plenty of ways to incorporate trending topics in your posts. Share a trending post from your site in the comment section below.
Wendy Burt-Thomas is a full-time freelance writer with four books and thousands of published articles to her credit. Contact Wendy at WendyBurt@aol.com.
Send trending topic emails via VerticalResponse – It’s free up to 1,000 email contacts.
The post 4 ‘Royal’ Tips for Using Trending Topics in Your Social Posts appeared first on VerticalResponse Blog.
For Andrea Stern, a career in human resources led her to realize that she wanted to help office workers and professionals in a different way. She left the corporate world more than 10 years ago and opened the doors to Satori Yoga, a yoga, Pilates and massage studio located in the heart of San Francisco’s Financial District. With nearly 20 instructors, Satori has grown to become a sought-after destination for downtown office dwellers seeking an hour or two of mindfulness and stress reduction before returning to their busy workday. (Check out the video below!)
Creating a mental and physical space that feels connected and empowered is a basic yoga tenet, and Andrea uses email marketing to build and maintain a strong sense of community with her clients. A VerticalResponse customer for 10 years (since its beginnings), Satori sends an email newsletter every month, in addition to email marketing campaigns that introduce and promote new classes, special workshops and instructors.
Recently, the studio relocated to a newer, more expansive space, and Stern says email was critical in communicating changes in class schedules due to the move, as well as when the studio would be closed and re-opened at the new location.
We recently stopped by Satori Yoga during a popular lunch-hour Vinyasa class to chat with Stern and check out the new space!
Stay connected with your customers by emailing through VerticalResponse – It’s free up to 1,000 contacts.
The post Satori Yoga Uses Email Marketing to Connect with Clients Beyond the Mat appeared first on VerticalResponse Blog.
It’s time to rev up your marketing engine. To make sure your marketing efforts stay ahead of the competition, we’re going to give you the blueprints to a high performance engine. This engine combines three major components: sign up forms, emails and social media marketing.
In four easy steps, we’ll show you how these tactics can work together to maximize your marketing efforts and and keep you one step ahead of your competition.
1. Make sure your website has an email sign up form
You can collect email addresses in a variety of places, but your website should be one of them. New visitors come to your site every day, which gives you the ability to capture a lot of email addresses as people visit your site.
If you’re using VerticalResponse, you can quickly and easily add a sign up form to your site. You can use the sign up form as a landing page or embed the form on your site. When a new contact signs up, we’ll automatically add it to your email list. It’s that simple. It’s a free service for our customers.
Other third party websites like PopUp Domination offer a similar service, but you have to pay for a yearly plan.
2. Welcome new contacts
Once email addresses start coming in, it’s time to get down to email business. You want to reach out to your new contacts immediately. First, you’ll want to send a welcome email. This email should, of course, welcome your new subscribers, reiterate the benefits of your email list and encourage subscribers to visit your website or physical location.
We have several helpful articles that can help you create effective welcome emails:
3. Use email to keep your contacts informed and engaged
After sending a welcome email, you can customize your email marketing to fit your business. You should send a variety of emails to your subscribers to keep them informed and engaged.
Two of the most common questions that we’re asked about email marketing are:
Let’s start with question #1. An email can be about anything. From promotional offers to email invitations, you can send an email about any relevant topic that your subscribers are interested in. Here are a few ideas:
Now, on to question #2. Deciding when to send emails can be tricky. Every audience is different. However, we can offer a few a tips:
Of course, you’ll want to keep an eye on your metrics to see what works best for your business. Try a few tests. For example, segment your list into two, send the same email to both groups on the same day but at different times and see which one performs better. Check your open rates and click-throughs to see what time is best for your audience.
4. Reinforce your communication through social media
After sending emails, get in the habit of sharing that same message via social media. (VerticalResponse makes this easy, with a click of a button you can share your email on social media).
For example, if you just invited guests to an upcoming event, you can turn to Twitter and Facebook to invite guests too. As the event gets closer, you can send reminder emails and post similar updates on your social sites.
By collecting more email addresses through a sign up form, reaching out to those contacts via email and leveraging your social media channels, you’re using multiple channels to reach your audience. In return, your business is more visible and customers are more engaged. Hopefully, by assembling this souped-up marketing engine you’ll see an increase in your bottom line as you cross the finish line.
Create a free sign up form and send up to email to up to 1,000 contacts free with VerticalResponse.
The post 4 Steps to Achieving Initial Email Marketing Success appeared first on VerticalResponse Blog.
Emails that are designed to sell need an attention-grabbing subject line. You must pique a customer’s curiosity. Once your email is opened, you can sell your product by directing them to your website or social media pages.
Get that cash register ringing by using these five email subject line tips specifically for retailers (though they can be tweaked for use by other industries).
1. Show a sense of urgency
Your subject lines should get customers to open your email immediately. To do so, you want to use urgent language. Motivate them to open the email now or risk missing out on something special. (Learn more about creating a sense of urgency in this recent post).
Here are a few ways to create a sense of urgency:
A great example from Neiman Marcus shows both of these tips in action. The subject line for an upcoming sale reads, “Only Hours Remain! Free Beauty Event Tote + Bonus Points.” This subject lines includes an incentive as well, which we’ll talk about next.
2. Offer an incentive
Want to motivate customers to buy? Offer a can’t-resist incentive. A great deal is an incentive, but you can always sweeten the deal by offering a gift with a purchase, an addition to a loyalty program that you offer or tickets to an upcoming event.
3. Ask a question
A subject line with a question can encourage subscribers to think about the answer, or get the answer by opening your email.
Here are a few tips:
Take a look at this subject line from ShopBop. In this subject line the retailer asks, “Who’s our latest style muse?” The question is open-ended, intriguing, short and answered in the email.
4. Solve a problem
What problem does your product solve? Share it with your subscribers in the subject line. Your email recipients will pay more attention to your email if you can solve a common problem for them. For example, a subject line that reads, “Cut your yard work in half with this new mower” is a great problem-solver.
5. Use the word “you”
When you can, refer to customers as “you” in your subject lines. It gives the email a friendly, more conversational tone. Plus, it forces you to focus on customer benefits. For example, a subject line that reads, “Are you ready for the most relaxing spa day?” is friendly and geared toward the customer. In comparison, a subject line that reads, “We’re offering spa packages” isn’t inviting or customer-centered.
Here are some other email subject lines using some of these tips to inspire you:
1. Neiman Marcus: Up to 65% off! Midday Dash
2. Anthropologie: Twirl alert! 20% off all dresses
3. Victoria’s Secret: Ends tomorrow! Free ship + returns on swim
4. Destination Maternity: Stop wasting time at the store, try this new app
5. PLNDR: Tonight Only! Take An Extra 35% Off Must-Have Tees.
6. #InstaKors: Have You Tried It Yet?
7. Nike: Two Days Only: Save an Extra 20%
8. Brooks Brothers: Open an account and save 25%
9. Rebox: Want the perfect movie to watch with your Valentine?
10. Mixbook: New themes you’ll love
For more subject line inspiration, check out this list of 50 All-Time Great Retail Subject Lines.
Kylie Jane Wakefield is a freelance writer and content creator in Los Angeles. She’s written for NewsCred, CMO.com, Forbes, Tablet Magazine, and The Jewish Journal of Los Angeles.
The post 5 Product-Selling Email Subject Line Tips for Retailers appeared first on VerticalResponse Blog.
Offering email marketing to your customers provides you the ability to generate incremental revenue and grow your own business. Your VerticalResponse partner dashboard can assist these efforts. Whether you handle all the email marketing for your customers, or let them take the reins with their campaigns, use these three actionable tips to help your customers successfully send their email marketing campaigns.
1. Keep tabs on new sign-ups
Before customers can send emails, they need to verify their account via a confirmation email we send. Check your new sign-ups on a weekly basis to ensure they’ve verified their accounts. Customers are most engaged during the first 3 to 7 days after signing up.
If you notice any sign-ups that aren’t verified, follow-up with a reminder. Taking this action will ensure you don’t miss any opportunities to generate revenue from your new sign-ups.
2. Check the Activities Report
The Activities Report tells you if an account has signed up and is using the system by providing the date the last email campaign was sent. Check your customers’ email drafts by logging into their account and reviewing their email history.
Did they create a draft, but haven’t sent it? If customers have signed up, but haven’t sent an email, perhaps they’re having trouble using the system or maybe they need some email design tips to create an eye-catching email.
We have helpful tutorials and a VIP support team (firstname.lastname@example.org) to help your customers get their email marketing campaigns off the ground and into the inbox.
3. Review your customers’ sending history
Look for any red flags, such as a decrease in email send frequency or a halt in email sends altogether. If you see this, contact your customers to find out why their sending patterns have changed. Are your customers only seasonal senders? Make sure they’re staying top-of-mind during the off-season by touching base with their customers. Are they getting the results they expected? There’s always room for improvement!
Whether your customers need a simple reminder to verify their account, or fresh ideas to expand the variety of emails they’re sending, we’re here to help you be the expert. With these 3 tips, you’ll keep your customers sending email.
Want more email marketing tips? Sign up for our weekly email newsletter.
Written by Desmond Perrotto, Partner Training Manager at VerticalResponse.
The post 3 Ways to Set Your Customers Up for Sending Success appeared first on VerticalResponse Blog.
Thousands of emails flow through the Internet every day. That’s why it’s critical to have a compelling email subject line. In this video, our email pros highlight six email subject line writing tips to help your subject lines stand out in your subscribers’ inboxes.
For more subject line inspiration, check out the 50 All-Time Greatest Subject Lines.
The post 6 Tips for Creating Compelling Email Subject Lines appeared first on VerticalResponse Blog.
You’ve got a retail business, but do potential customers know it exists? Television spots, billboards, radio and magazine ads can add up quickly and are out of reach for most small businesses. How can you get the word out without breaking the bank? Here are 5 effective ways to promote your retail business on a budget.
1) List Building
List building means developing an internal list of your customers’ contact information so you reach out to them with the information they’ve asked to receive from you. Whether you send an email newsletter, offers, promotions, event invitations or other forms of communication, using a sign up form on your website, your blog and on social media is an effective way to capture contact information that you can use to provide a great customer experience by giving your subscribers the content they want.
Grab our list of the 50 All-Time Greatest Retail Subject Lines that you can try out the next time you send an email to your audience.
2) Public Relations
Public relations, commonly known as PR, is the act of promoting your business by sharing interesting, note-worthy stories in hopes the media will pick up and share your story to a broader audience. You can hire a PR agency to help you tease out what stories to tell, write the press releases and distribute them to the media or you can identify the stories, write the press releases and distribute the press releases on your own.
Use this list of 7 Tools to Get Free Publicity for Your Business to help.
A partnership is establishing a symbiotic relationship with another business or charitable entity. Developing a partnership with a complementary business or charity can benefit both parties. It gives you an opportunity to expand your business’ reach to a complementary group of customers and potentially increase sales. Think about ways you can leverage another business and both benefit.
A good example is a group of retailers getting together to host a block party where customers get a discount at all participating vendors. Another example is a clothing retailer pairing up with a jewelry or accessory vendor and hosting a trunk show.
4) Social Media
Social media is a natural avenue for promoting your retail business. It’s free and easy to set up, but it does require a plan and time to manage and do well. Remember not to serve up overly promotional posts, especially on Facebook.
Also remember that you don’t have to be everywhere. Focus on a few social networks that best serve your business goals and then expand from there as it makes sense. As a retailer, Facebook, Pinterest and Instagram are good bets.
Search engine optimization is the discipline of affecting the natural search engine ranking or visibility of your website. Retailers can positively affect SEO by crafting their website and content to focus on targeted and related keywords that potential customers may search.
Check out these 8 Easy SEO Tools Everyone Should Use to set you on the right path.
What other low cost methods do you use to promote your retail business?
Use VerticalResponse to send out email newsletters offers and invitations for free.
Editor’s note: The original version of this post was published by Bags & Bows and was written by Sara Summers. The post has been revamped and updated for accuracy and relevance.
The post 5 Cheap and Cheerful Ways to Promote Your Retail Business appeared first on VerticalResponse Blog.
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