THE BLOG

24
Feb

Writing Broadcast Emails

email marketingHave you ever been so excited about your latest project that you just wanted to scream about it from the rooftops? Well, consider broadcast emails your business’s megaphone.
Broadcasts are perfect for delivering your company’s news, whether you’re announcing a new product, promoting a limited-time sale, or keeping readers in-the-know with your latest email newsletter.
That’s the big difference between broadcast and follow up emails. A follow up email series contains evergreen content that you send to people at any time of the year, but broadcasts are for time-sensitive information that you want to get out the door today.
The content possibilities for broadcast emails are nearly endless, but we’ve narrowed down three types of emails along with some useful tips for writing each.
Newsletters

Many businesses send weekly, bi-weekly or monthly newsletters to their subscribers to update them on company-wide news and events. These are among the most commonly used broadcasts, probably because they’re so versatile. Sometimes it’s tough to come up with new content for your subscribers on a regular basis, so here are a few ideas for your upcoming email newsletters.

Company culture
Is your business active in the local community? Give your readers a glimpse into your company’s latest community outreach to help humanize your brand.

Customer of the month
Have a rockstar customer? Show them off in a short case study that explains how they use your service or product to help solve their biggest challenges.
Team member of the month
This is an opportunity to show your team’s passion for what you do. Why did you start your business? What makes your team special? Putting a face (or faces) to your brand can help create a deeper connection with your customers.
Industry news
You’re already tuned into your industry, so why not give your readers a personalized news feed full of useful, relevant articles?

New ways to use your product or service
Is there a way your customers can stretch their budget by using your services? Can your product help simplify their lives? Is there a way of using your product that your customers may not know about? Give your readers useful tips to keep them coming back for more.

Upcoming events
Use your newsletter to promote and remind your subscribers about upcoming special events, whether it’s an in-store only sale, an open mic night or a special menu at your restaurant.

When it comes to the timing and frequency of your newsletter broadcasts, you should experiment with your own audience to find what works best for you. For example, if you’re a music venue with multiple events each week, it might make sense to send a weekly newsletter to your subscribers.

New Product Releases and Updates
Any time you launch something new or make updates to a product or service, it provides an opportunity for you to reach out to your subscribers. Create a release plan in the months leading up to your big announcement to get on your subscribers’ radar early. This will also help you put together the bigger picture of your release and identify other areas where you can promote it, like on social media and your blog.
Your email’s message should create buzz. You’re excited about your new offerings, so you want your readers to get excited, too. What’s so great about it? What problems does it solve? How can people make a purchase? When is it available? If it’s an update, what kinds of improvements can people expect to see? You message should clearly communicate the value of your new products or services.
If your product is visual (think clothing, crafts, etc.), you can simply show it off in your email, like in the example below.

As always, make your call to action prominent so your readers can easily find more information or purchase your latest offering.

Limited-Time Sales and Promotions
Create a sense of urgency in your emails, and you could see a surge in open and click-through rates. Sales and promotions with an expiration date are perfect for this because they prompt your subscribers to open your email now. If you’re looking to get results fast, limited-time sales are the way to go.
Here’s your content checklist for promotional emails:
A clear timeframe and/or expiration date in your subject and email message
Exactly what they’ll get if they act now
A call to action that helps them place an order
When it comes to promotions, timing is the name of the game. The message itself doesn’t have to be long – your subscribers should be able to scan your email and find what they need quickly. Nutrisystem does a good job of this in the example below.
Broadcast emails are a great opportunity to connect with your customers by showing off your business’s latest offerings. Put some of these tips to work in your next broadcast and see what your audience responds to best.

24
Feb

How To Word Addictive Email Content

emailIt’s easy to become obsessed with the latest and greatest “tricks” in email marketing: the formula for creating an effective subject line; the perfect call-to-action copy that will influence more of your subscribers; the ideal way to design an email that will bypass the spam filter.  While it’s certainly a good thing to stay on top of the latest email marketing best practices, there is one key to boosting subscriber engagement that is often overlooked.
And that’s sending valuable content your subscribers expect and want to receive from you.

But how do you know if you’re sending relevant emails? What does “valuable content” actually mean?
In this post, we’ll dive deeper into what it takes to create engaging content and how you can apply it to your emails today.

So what is valuable email content, anyway?

The dictionary definition of “valuable” is “worth a great deal of money; extremely useful or important.” So content that is valuable to your subscribers should first and foremost be useful and important. As a result, the goal of every email you send and the foundation of your email content strategy should be to help your audience.

“I approach email marketing as the chance to open up a conversation. Of course, I have goals and objectives for my emails but I always look at what value I can add to the person reading my email before asking them to do anything.” – Mark Asquith, Excellence Expected
To help you craft useful emails your subscribers won’t be able to find anywhere else, there are 5 questions to use as a litmus test for your content.

1. Is it useful?

The best way to create helpful content is to take what you know about your specific audience and brainstorm topics that addresses their needs and goals.
Using your subscriber/customer personas, you can identify ways to provide solutions to specific problems, help them achieve their goals, keep them up-to-date on industry news and so on – just be sure the education you provide ties back to your business.

To deliver this educational content via email, you can send either a broadcast or a follow up.
Broadcasts are one-time emails you can send to deliver time-sensitive information, such as a newsletter, blog updates or information about an upcoming sale or event.
In this email newsletter below from food blogger Meghan Young, for example, she shares her latest blog post:

Follow ups (also known as autoresponders) are emails you can create and schedule in advance to be automatically delivered to subscribers the moment they sign up to your list. Since these emails can run for weeks, months or years at a time, the content is usually evergreen (not time-sensitive). Get a free trial of the best autoresponders available today

Some follow up emails you might schedule include welcome emails, an educational course or a lead nurturing series.
Before determining which type of email you want to send, you should identify the goal of your message. Then, make sure it’s clearly conveyed to readers.

“I also make sure to be super clear on where the value is within the email for the reader. I only ever ask them to take one action and ensure that they know exactly what taking that action will result in.” – Mark Asquith

2. Is it interesting?

To create interesting content, there are a few writing principles to keep in mind.
First, choose a tone that works best for your audience. In many cases, taking a conversational tone can improve readability and help your brand appear more relatable.
However, if your audience expects a more formal tone because it’s more appropriate for your industry, then keep it formal. Again, reference your audience persona to confirm you’re writing in a way that’s most appealing to them.

email autoresponder“I treat my subscribers like I would someone I really respect and admire. I know some people who are very intelligent and discerning are on my email list and they read my stuff. So I don’t talk down to people, and I make it worthwhile to read my emails. I even bury jokes in the “P.S.” and small font at the end just to delight and surprise people who are paying attention.” – John Corcoran, Smart Business Revolution

Second, organize your email content in a way that’s easy for subscribers to read and skim. In today’s fast-paced world, you may only have a few seconds to showcase the value of your email. So make it as easy as possible for them to understand.
To accomplish this, structure your content so the most important information is at the top. Additionally, use headlines, sub-headlines and bullet points to break up large chunks of text. To emphasize important parts of your message, try bolding, italicizing or underlining words and phrases.

3. Is it unique?

As you consider what you want to write about in your emails, you may find that your topics have already been covered by someone else. But that doesn’t mean you can’t jump in on the conversation.
In order to make your content stand out from the rest, try taking a new angle on the topic. By doing so, you’ll be able to stand out from competitors and establish yourself as a thought leader in your niche.

I also encourage you to try new content mediums where your competitors may not have big audiences. If your industry is flooded with blog posts and ebooks, experiment with other forms of communication like podcasts or video.
As you test different angles, keep an eye on your email performance to see what resonates best with your audience. To help you really stand out in the inbox, optimize your subject line to include specific references to what subscribers will learn in your email!

4. Is it what you promised in your sign up form?

A big reason why subscribers disengage with an email list is because the emails no longer deliver the value they were expecting.
When it comes to sending valuable emails, the expectations you set in your sign up form play a huge role. By telling people what you’ll be sending them in your emails (as well as how often they’ll receive them) before they sign up to your list, they’ll know what they’re getting into. Plus, you’ll be more likely to attract the right subscribers.
This will also prevent any unpleasant surprises for your subscribers, which could lead to spam complaints and unsubscribes.
Check out the sign up form from the previous example from food blogger, Meghan Young:

In the sign up form, she tells me what kind of content to expect in my inbox and how often it’ll arrive.
Once you’ve verified that you’re setting clear expectations, it’s time to follow up on your promise by delivering that content.

5. Does it align with your business goals?

Whether you send emails to build an audience, grow your business or both, the content you send should help achieve your goals.
When you’re not directly promoting a product or your service, consider how you can still give your subscribers opportunities to connect with you and become a customer. As you provide educational content, show how your business can also be an answer to their problem and include links back to your website.
Maybe there are ways you can include customer case studies or testimonials, or even share user-generated content from your social followers.

As long as you regularly deliver valuable content, providing opportunities for them to turn into customers should feel like a natural element of your emails, rather than a sales push.
If you keep these elements in mind, you’ll be creating valuable email content in no time.
Create addictive content
While all five of these tactics are great ways to craft engaging content for your audience, I encourage you to choose one and give it a try in your next email! To see the full featured email autoresponder and email management software check out this industry leading software

23
Feb

6 Ways to Improve Your Landing Page Lead Conversion

A landing page is a great tool when it comes to lead conversion. As long as they’re optimised effectively, you can generate enough leads to send to your partners.
Find out 6 ways you can increase your landing page lead conversion and generate more income.

1. Understand where you’re going wrong

If you’re not converting, don’t just stare at the screen hoping something will change. Use online tools to work out how your audience uses your landing pages – you’ll soon see where your visitors leave.
Find out why your visitors leave without converting then try to improve weak areas. You’ll be surprised how a small text or colour change can have a large impact on your lead conversion rates.

2. Match everything up

One mistake some marketers make is to keep their landing pages generic, looking nothing like the ads consumers have clicked on to get to your site. Keep your landing pages and ads consistent – customers will be frustrated by mismatched content.

3. Use social proof

Link to your social media profiles and provide testimonials from previous customers on your landing page. Social proof is a huge thing for visitors – they want to see that you have been successful for other customers.
Add sharing buttons if it’s relevant too – customers love to share what they’re up to on social media.

4. Make everything simple

The moment you overcomplicate the process, your conversions will decrease. Make forms simple to complete and only ask questions that you need to know.
A good technique is to put the easy questions first to attract customers and leave the more difficult ones until last.

5. Use design to draw customers in

The look of your site has a huge impact on lead conversion. You want to draw your visitors’ eyes to the important landing page conversionscontent.
Make buttons and forms stand out with contrasting colours and ensure that your site is easy to read.

6. Make your landing page responsive

So many consumers are using their phones to access websites these days. You need to optimise your landing page for mobile for the ultimate lead conversion rate.

Ensure that your site is responsive to every different kind of screen size. If your visitor has to scroll down then along to find the ‘Submit’ button, the chances are they’ll give up.
Ultimately, the important thing is that you must keep up with the analytics of your landing page. Constantly monitor your statistics and find out where you can make changes to stay one step ahead in the game.

23
Feb

Form Conversion Rates – 4 Tips to Increase Your Website Email List

lead capture form

Sample Lead Capture Form

Increasing lead form conversion rates is vital if you want to maximise your lead generation. But what makes a good form? We’ve come up with some tips that will help your form change from a low-performer to a high-converting lead generation tool.

1. Keep it short

Don’t bore your prospect with unnecessary fields. If you ask for too much information, they’re more likely to start filling in the form then leave your site when they realise how many fields they need to fill in.
Just ask your potential customers for the information you need. You should find that your conversion rates increase. However, you should always test what works for you, as occasionally having fields can improve your form’s conversion rate.

2. Don’t make your form look like a form

It sounds counter-intuitive, but make your form look different to a form. No one likes filling out forms, whether online or on paper. Make your form seem fun by using large, clickable images and sliders. You’ll still get the same information from the consumer, but it’s more likely that they’ll give you their details in the first place.

3. Use clickable elements

Having to think and type puts consumers off. But if they just have to point their mouse and click, it’s a different story. In psychology, clicking movements are called ‘motor actions’ and typing is known as a ‘cognitive action’. The less we have to think to fill in a form, the more likely we are to complete it, so consider reducing the amount of typing the prospect has to do.

4. Tailor your questions to the person

Do you ask the same questions to all your prospects? Would it be better if you tailored your questions to the person? Consider hiding or displaying some questions based on previous answers from the prospect so each question is relevant to them.
Not only does this method allow you to get more relevant information from potential customers, but it also allows you to segment them better.
The best thing to do with any of the tips to increase the conversion rates of your forms is to test them out. Test each thing separately then implement the methods that work best for you.