Email Marketing
Explore a curated variety of expert-produced resources on email marketing, from prospecting and segmentation to personalization. Get inspired by real examples and access tailored templates to delight your customers—every single time you press send.
Marketing strategyUltimate Guide to Launching a New Product Line With Email MarketingEmail marketing is an ROI goldmine, with studies showing an astonishing average of 3600%. This isn't just a figure but a testament to the unparalleled potential of email marketing in the digital communication sphere. And when it comes to product launches, reaching this level of engagement can be the difference between success and mediocrity. Below, we look at:
Why you should use email to launch a new product lineHow to build an email list for your campaignHow to put an email marketing strategy together for your new product lineWhat to include in your email to your customersHow automation can make email marketing easier
Meet the Expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
Why use email marketing to launch a new product line?
An effective product line launch largely depends on building a buzz that deeply connects with your target audience. This is where email marketing truly shines. It's direct, personal, and, when executed correctly, proves to be incredibly effective.
Email marketing offers the following benefits:
Audience engagement: Email subscribers actively anticipate your updates so that you can establish direct communication with an attentive audience.Unique personal touch: Unlike social media, email allows for personalized product launches. You can build excitement, anticipation, and even loyalty by sending your subscribers sneak peeks and exclusive offers directly.Cost-effective: Unlike other advertising channels, email marketing enables you to reach a broader audience without extensive ad spending.
» Follow these steps to create a successful email marketing journey.
Effective strategies to build your email list
Before launching your new product line via email, you need to build an email list. Studies predict that the number of email users is set to reach an astounding 4.73 billion users by 2026. This means that building a robust email list will work in your digital favor for years to come. However, you should focus on nurturing a community of engaged subscribers who genuinely connect with your brand. Here are ethical and effective strategies to help you grow your email list with high-quality leads:
Building a loyal customer database: Add your existing customers to your email list. They're already familiar with your brand and more likely to engage with your emails.Lead magnets: Offer something valuable in exchange for email subscriptions. This could be a discount on the first purchase or a free downloadable resource like an e-book, recipe guide, or informative PDF related to your products or services.Opt-in forms and popups: Place opt-in forms and popups strategically on your website. These can trigger based on user behavior, such as scrolling or visiting specific pages. Ensure the popups are not intrusive but compelling enough to encourage sign-ups. Referral programs: Encourage your current subscribers to refer friends and family in exchange for discounts or rewards. Word-of-mouth referrals can be a powerful source of new subscribers.Content marketing: Incorporate opt-in forms within your blog posts and content. Readers will likely subscribe for further updates if your content is relevant to your products or services.Social media promotions: Leverage your social media presence to promote your lead magnets. Create engaging posts or reels that encourage users to subscribe in exchange for valuable content or secrets related to your niche.
» Learn how you can improve email engagement.
4 steps to plan your product launch email marketing strategy
Now, you need to focus on crafting your product launch email marketing strategy. This will be the compass that guides your journey to success.
1. Define clear goals
Are you seeking customer feedback, creating buzz, generating user-generated content, or aiming for sales? Clearly defining your goals is essential to guide your strategy, help you measure success, and ensure your messages hit home.
2. Carefully select your KPIs
Select the key performance indicators (KPIs) that will gauge the success of your product launch campaign. Will you track open rates, click-through rates, or specific purchase targets for your top customers?
3. Segment your email list
Categorize your subscribers based on factors that align with your campaign goals. Consider elements like purchase history and engagement levels. Although demographics can be handy in certain cases, prioritizing segments directly related to your product launch objectives ensures a more targeted approach.
4. Create personalized content
Tailor your email content and offers to each segment. Personalization maximizes engagement and helps you achieve your business objectives effectively.
I truly can't overstate how much personalized content works wonders, with 71% of customers engaging better with tailored emails.
Use smart tactics like geographic relevance for local appeal and past purchases for recommendations. These boost engagement and brand connection, especially during product launches.
How to craft the perfect email for your product line launch
Finally, you can compile the actual product launch email. Make sure to pay special attention to your subject lines, content elements, and storytelling elements.
Come up with compelling subject lines
The importance of email subject lines cannot be overstated, especially when optimizing your email marketing for product releases. Begin by creating intrigue to capture your subscribers' attention. Compelling titles like "Discover Seven Must-Try Styles" can pique interest and boost open rates.
You can also leverage tailored messaging to show your audience you appreciate them. Address subscribers by their first name or reference their city to add a personal touch to your emails. Lastly, carefully using phrases like "for a limited time" can create a heightened sense of urgency, enticing recipients to take immediate action.
Woolworths and Greeting Island use puns to promote their new seasonal products in email subject lines.
WoolworthsSubject: Good… Better… Zest 🍊Greeting IslandSubject: Little Pumpkin on the Way? 🎃
Use the right content elements
The potency of launching a new product via email lies in its content, and the best way to start is by making sure you're using the right elements. Here are some key email content elements you can use:
Pre-header text: Pre-header text appears just below the subject line. Use it to provide additional context or tease the email's content, making subscribers more likely to open it.Strong call to action: Your email should have a clear and compelling call-to-action (CTA) button, such as "Shop Now." Make it easy for subscribers to take the desired action.On-brand content: Maintain consistency with your brand's style and messaging throughout the email. Subscribers should easily recognize emails from your brand.Dynamic content: Consider including dynamic content, like customer reviews or testimonials, especially if they showcase the product's appeal and popularity.Visuals: Include stunning visuals related to your product launch to capture attention and generate interest. Ensure your email design is visually appealing and on-brand.
Zoom has recently introduced a new AI companion feature to its users.
Subject: Introducing: Zoom AI CompanionPre-header text: Unlock your potential with our new AI assistant
Create content that tells a story
Stories resonate universally, connecting us through shared experiences, emotions, and aspirations. That's why storytelling is immensely impactful when done right. Here are some great tips to help you captivate your audience:
Customer-centric storytelling: Tell your customers why you decided to create the product and how it solves their problems. Make them the heroes of your story.Language and emotional appeal: Use language that resonates with your target audience and highlights the emotional benefits of your product. Help your subscribers see why they should care about your product.Visual storytelling: Showcase your product in real-life scenarios. Visual storytelling helps customers envision themselves using your product. Include images or descriptions that evoke a connection with the product.Authenticity: Stick to your brand's authenticity and avoid making up stories. Use real stories that relate to your product's origin and purpose.Combining information and persuasion: Strike a balance between providing information about the product and persuading subscribers to take action. Organize your content logically and tell a compelling story.
Grammarly places focus on the customer and the benefits they can get from using its premium service.
How to use automation to streamline your product launch email campaigns
You can use automation to maximize the impact of your email marketing campaigns. These strategies can help to ensure each subscriber is on a journey that aligns with their interests and behaviors:
Welcome sequences: Set up an automated welcome series for new subscribers. It kickstarts engagement and maintains their interest in your product launches. Email marketing is a marathon, not a sprint, and nurturing leads from the get-go is key.Segmentation: Automate audience segmentation, ensuring seamless movement in and out of segments. Our email marketing packages include audience management resources to help you streamline this process.Abandoned cart recovery: Implement a robust automated abandoned cart recovery email sequence. Most email service providers offer this feature to help you recover these sales.Post-purchase interaction: Create automated post-purchase email sequences. Ask for reviews, provide care instructions for the purchased product, and engage your loyal customers.
» Here's how you can create successful email campaigns with ChatGPT.
Make the most of your product launch
Launching a new product line is a pivotal moment, and email marketing can be your strongest ally on this journey. Every email sent is an opportunity to connect, engage, and convert. And with Mayple—your go-to for connecting with top marketing pros— you can make every email count.
Top expertsSmall Businesses: You Need These Top 4 Email Marketing Software ToolsWith the potential to improve your ROI by a factor of 2-4, email marketing should be the cornerstone of any marketing strategy. It's a highly effective way to reach your target audience directly, nurture leads, and drive conversions.
But, with all the email marketing software tools out there, finding the right one for your business can be confusing. That's where we come in.
In this guide, we'll explore the key factors to consider when choosing an email marketing software tool, plus a few recommendations to get you started.
4 top email marketing software tools for small businesses
MailChimp - Best value for moneyActiveCampaign - Best for automated email campaignsHubSpot - Best for B2B businessesSnapAdvantage - Best for email expertise
Our methodology: How we reviewed the best email marketing software tools
To find the best email marketing options, we compared several key factors including:
Range of features (templates, drag-and-drop editors, etc.)Pricing (monthly vs. list size, overall cost)Ease of use (beginner vs. advanced)Integrations (number and variety)Automation (workflow automation, autoresponders, etc.)
What is an email marketing tool?
An email marketing tool is any software or platform that helps you create, send, and track email campaigns.
It simplifies the process of designing emails, managing subscriber lists, analyzing campaign performance, etc. So, it's a great way for business owners like you to promote products, services, or information to a targeted audience via email.
» Want to sell without sounding salesy? Learn to use transactional emails like a pro
For over 20 years, MailChimp's been the buddy small business owners lean on, giving them the same digital marketing tools that larger competitors enjoy. The platform boasts an impressive array of features for the price, including a user-friendly editor, Mailchimp surveys, a site builder, and A/B testing that allows you to optimize your campaigns for maximum impact.
Price — Starts at $9.90/monthFree trial — No, but there's a free planEase of use — Easy for beginners
» Drive better email marketing results with these MailChimp A/B testing ideas
ActiveCampaign offers email marketing features like time-saving automation and seamless CRM integration for easy access to customer data. This is in addition to insightful site tracking, effective lead scoring, and even SMS messaging to add a personal touch to your outreach.
Price — Starts at $29/monthFree trial — Yes, 14 daysEase of use — Intermediate
» Want to boost your sales and engagement? Consider these SMS strategy must-haves
HubSpot is an all-in-one marketing platform that seamlessly combines essential elements—CRM, landing pages, analytics—into one easy-to-use hub. Its email marketing capabilities are user-friendly, meaning you can set up and manage email campaigns "without waiting on designers or IT."
Price — Starts at $20/monthFree trial — No, but there's a free planEase of use — Easy for beginners
Although primarily focusing on user-generated social media marketing, SnapAdvantage offers a robust email and text marketing service. To achieve effective omnichannel marketing, SnapAdvantage can help you combine your social media marketing efforts with text and email marketing campaigns—potentially generating 20-40x ROI monthly.
Price — Contact for a custom priceFree trial — NoEase of use — Easy for beginners
What to look for in an email marketing tool
Choosing the right email marketing tool will depend on the specific needs of your business, the size of your email list, your budget, and the features you need for your email marketing campaigns. Here are the core criteria you can look at when evaluating email marketing tools:
Ease of use: Your email marketing software should be user-friendly with an intuitive interface. Time spent struggling with a tool is time taken away from core business activities.Cost: Consider both the immediate costs and potential long-term costs as your subscriber list or feature needs grow.Scalability: Make sure the software can cater to your needs as your business grows. Frequent platform switches can be disruptive and costly.Integrations: Check for compatibility with other tools you use, like CRM systems, eCommerce platforms, and social media integrations. This can help to streamline workflows, maintain data consistency, and lead to more upsells and faster deals.Segmentation features: Robust segmentation capabilities are essential for targeting different industries, company sizes, or stages in the buying cycle.Personalization and automation: Personalized content can significantly enhance engagement. Look for tools that allow automated email workflows based on user behaviors or specified triggers.Analytics and reporting: Comprehensive insights into open rates, click-through rates, bounce rates, and more can guide strategy and improve campaigns over time.Deliverability: Make sure the tool has a good reputation for getting emails into recipients' inboxes and not spam folders.Templates and design: Access to well-designed, mobile-responsive templates can save time and ensure your emails look professional. Customer support and community: A responsive support team and a vibrant user community can be invaluable, especially when you run into challenges or need tips.
Possible considerations and limitations
While these tools are good at some things, they also have limitations. Let's take a look at a few and see how each platform stacks up:
Templates
Mailchimp only comes with generic templates, and brands often have to create and save their own templates. HubSpot and Active Campaign offer a wider range of templates, allowing you to skip the hassle of writing a brand-new email every single time. SnapAdvantage is a marketing service, so they'll help you create unique content for your brand instead of utilizing templates.
Learning curves
ActiveCampaign's powerful features can be overwhelming for some, yet its CRM capabilities aren't as exhaustive as specialized CRMs. Meanwhile, the various options HubSpot offers can be downright daunting for beginners to navigate. Again, as a marketing service, SnapAdvanatge will be your partner through your marketing activities so the learning curve isn't necessarily big.
The cost factor
HubSpot's premium pricing may not make sense for some small B2Bs, and there's potential for platform lock-in, as migrating away from the platform after deep integration can be challenging. On the other hand, Mailchimp offers a cost-effective option with free tiers and scalability, while ActiveCampaign's prices can escalate as contacts increase. SnapAdvantage doesn't list specific pricing plans on their website. Instead, they request users to book a call.
Integrations
As briefly mentioned, seamless integration with other business tools, such as CRM systems, is vital for B2B email marketing success. ActiveCampaign and HubSpot excel in integrations, while Zapier can bridge gaps for Mailchimp. SnapAdvantage doesn't mention any specific integrations.
Personalization and segmentation
In B2B email marketing, personalization and segmentation are of utmost importance. All of the email marketing software tools offer great options for personalization, including merge gaps, custom fields, and dynamic content.
Analytics and reporting
For actionable insights, you want to focus on analytics such as the open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, behavioral insights, segment-specific reports, revenue attribution, and list growth rate. All of the recommended tools stand out in providing comprehensive analytics.
User experience and training
User-friendliness and ease of adoption are crucial for small businesses. That's why you want to look for platforms that offer intuitive interfaces and comprehensive training resources. Mailchimp and ActiveCampaign do this well with a helpful and simple task roadmap and a getting started hub, respectively. HubSpot offers a lot of helpful training information in its knowledge base, but it can be a bit tricky to find your way around. SnapAdvantage is with you every step of the way in your email marketing journey, so you have an expert to turn to.
Choose right the first time
Selecting the right email marketing software for your small business is a significant step that can completely transform the trajectory of your company. When making your decision, be sure to consider your unique needs and goals and prioritize features, ease of use, and scalability. And don't forget to leverage the power of personalization and analytics. With the right tool—and an experienced email marketer to help you wield it—you too can unlock the full potential of email marketing and drive growth for your business in 2023 and beyond.
Meet the expert
Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage. Her diverse portfolio includes collaborations with startups and companies with $20 million in annual recurring revenue (ARR).
Email MarketingLocal Email Marketing Tips For Small BusinessesMore than 80% of all small businesses rely on email marketing as their marketing channel to drive sales and create brand loyalty among their customers. If you're not doing it yet, you're likely leaving money on the table.
Here's the thing: email marketing can be confusing. Between tools, tactics, and strategies, it's easy to get lost in the web of information out there. And with the average office worker receiving 121 emails per day, how do you make sure your email stands out from the rest?
We've put together a guide to help you with your local email marketing. Keep reading if you want to learn more and (finally!) get a grip on how to use email to fuel your small business.
What is local email marketing?
Local email marketing is a low-cost, highly efficient marketing channel local businesses can use to get their message directly to prospects in the surrounding area.
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Difference between local and traditional email marketing
In essence, local and traditional (non-local) email marketing aren't that different. They both happen online, need email lists, and use email marketing software. However, there are some notable differences to be aware of too:
Local contacts
The first and most important difference is that local email marketing requires a segmented list of contacts geographically close to the business. This allows for targeted and relevant messaging based on location-specific information, such as upcoming events or promotions in the area.
Smaller lists
The second key difference lies in the size of the email lists. With local email marketing, the lists are typically smaller since they're confined to a specific geographic area or community. Businesses targeting a local audience thrive on the quality of relationships rather than the quantity of contacts.
Higher level of personalization
The local nature of this type of marketing allows business owners and email marketers to craft more personalized, direct emails that resonate with recipients, potentially leading to higher engagement rates. Smaller lists also make it easier to manage and track the performance of campaigns, providing valuable data-driven insights for optimizing future marketing strategies.
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More focus on announcements
Unlike "traditional" email marketing, local emails are more focused on announcements (rather than promotions meant to drive direct sales). Some types of announcements you can incorporate into your local marketing strategy include:
Monthly changes to the menuEvents you're organizingNew products just inNew wall artCollaborations with other local businessesSponsorship or participation in local eventsSeasonal deals or discountsCommunity-related news or updatesUpdates related to business hours or services due to local events or holidaysEmployee spotlight or introductionCustomer testimonials and reviewsInformation about loyalty programs or customer rewards
What businesses can use local email marketing?
Pretty much every small local business can benefit from using email marketing. Some examples include:
BakeriesRestaurantsCoffee shopsBoutiques and retail storesSalons and spasGyms and fitness studiosLocal service-based businesses (plumbers, electricians, landscapers, etc.)
Advantages of email marketing
If you're wondering if it's worth investing in local email marketing, the short answer is "yes." Here's why:
Building better customer relationships
Local email marketing is an ideal tool for cultivating stronger customer relationships. Unlike large-scale email campaigns, local email marketing focuses on a smaller audience, allowing businesses to get to know their customers intimately.
When they use personalized content that is relevant to the local community, businesses can demonstrate their understanding of their customers' needs and their commitment to the local region. This generates a deeper connection and trust between the business and the customer.
Also, local email marketing allows businesses to regularly stay in touch with their customers, updating them on the latest news, products, or events. This consistent communication helps keep the business at the top of customers' minds, fostering loyalty and encouraging repeat business.
Driving more sales
Local email marketing is a powerful tool that can significantly boost sales for small businesses. The high level of personalization possible through this approach helps capture the customer's attention and cultivate interest in your offerings. Businesses can pique their customers' curiosity and potentially trigger purchases by providing up-to-date information about new products, services, or upcoming events.
Moreover, local email marketing campaigns can feature special offers, discounts, or loyalty programs, incentivizing customers to make repeat purchases or even bringing in new customers through referrals. In essence, local email marketing drives immediate sales and lays the foundation for a sustainable, long-term customer base by fostering strong relationships built on trust and engagement.
Achieving a higher ROI
Of all digital channels, mail marketing brings one of the highest ROI (return on investment): $36 for every $1 spent. There are several reasons for this:
It's low-cost. Local email marketing doesn't require a significant financial investment, making it accessible for even the smallest businesses.It's highly targeted. By sending emails to a segmented list of contacts, businesses can eliminate wasted spend on disinterested recipients and focus their efforts on those most likely to convert.It's trackable. Through email marketing software, businesses can easily track the performance of their campaigns, including open rates, click-through rates, and conversions. This data provides valuable insights for optimizing future marketing strategies.It's flexible. Businesses can easily modify and adjust their email marketing strategies to cater to specific goals or events, making it a versatile tool for any business.
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Bringing more in-store traffic
As mentioned before, most local emails are focused on announcing events and in-store promotions, which can effectively drive more traffic to physical stores. By creating a sense of urgency and exclusivity around these events, businesses can encourage customers to visit the store to take advantage of deals or attend events. This drives sales and creates opportunities for in-person interactions and relationship-building.
Learning more about your customers
Local email marketing provides a unique opportunity for businesses to learn more about their customers. By keeping track of the responses and interaction rates to specific email campaigns, businesses can gain insights into the preferences and buying behaviors of their customers.
This information can be instrumental in shaping future marketing strategies, product development, and service offerings. Additionally, businesses may use surveys or feedback forms within their email campaigns to directly gather customer opinions and suggestions. This two-way communication can help businesses fine-tune their operations to better cater to customer needs, ultimately enhancing customer satisfaction and loyalty.
How to run local email marketing for a small business
Running local email marketing campaigns can be overwhelming, particularly if you're a small business owner with limited time on your hands and a small team. However, it can be quite straightforward once you get everything set up.
Here's where to start:
Choose the right tool
An email marketing tool is an application that enables businesses to plan, execute, and monitor email marketing campaigns. It is an essential tool for small businesses to communicate effectively with their customers or potential customers in an organized, efficient, and scalable manner.
Email marketing tools allow you to:
Craft professional-looking emailsSchedule them for optimal timesManage your contact listsAnd analyze the effectiveness of your campaignsAutomate your email campaigns (to save your time and ensure consistency)
Investing in an email marketing tool can be a game-changer for small businesses. With proper utilization, it can help you reach a wider audience, create meaningful engagement, boost conversions, and foster customer loyalty, all of which contribute to your business's growth.
There are many email software options available on the market, so, when searching for the right one, make sure it has the following features:
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Personalization
Personalization in email marketing refers to the practice of targeting email campaigns to specific individuals by using data and information about the recipient. This technique is vital as it allows businesses to speak directly to the customer's needs and interests, increasing engagement and conversion rates.
Design templates
Design templates in email marketing are pre-formatted layouts that can be used for crafting emails. They are crucial as they save time, ensure consistent branding, and enhance the visual appeal of emails. This increases readability and engagement rates among recipients.
Drag and drop
A drag-and-drop interface in email marketing tools allows users to create and design emails by simply dragging and dropping elements into their layout without coding. This feature is crucial as it simplifies the email creation process, making it accessible even to those with minimal technical skills, and allowing for greater creative freedom and customization.
Custom branding
Custom branding in email marketing allows businesses to include their logo, color scheme, and other brand elements in their emails. This ensures brand consistency across all communications, reinforces brand identity, and enhances recognition and trust among potential customers.
Analytics
Analytics and reporting features will pro vide you with quantitative data on the performance of your campaigns, including open rates, click-through rates, and conversions. This feature is crucial as it helps businesses understand what works and what doesn't in their approach, enabling them to optimize future campaigns and achieve better results.
A/B testing
A/B testing involves trialing two versions of an email to see which one performs better. It's an essential feature, as it allows businesses to test various elements, such as subject lines or content layout, to optimize email effectiveness and increase conversion rates.
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Pro tip! When running A/B tests, remember to only test one variable at a time, such as your subject line, content, header image, and so on. If you need help setting up A/B tests that drive relevant insight, hire an email marketing consultant to help you with their experienced input.
Segmentation
Segmentation in email marketing is the practice of dividing your email subscribers into smaller groups, or "segments," based on specific criteria like demographics, buying behavior, or engagement levels. This tactic is crucial as it enables businesses to deliver more personalized and relevant content to their audiences, thereby improving engagement rates and boosting conversions.
Form building
Form building in email marketing refers to the creation of custom forms to capture audience data. It is crucial because it allows businesses to collect valuable information from subscribers, such as their interests and preferences, enabling the delivery of more personalized and targeted email content.
Responsive design/ mobile-friendliness
Around 41% of email recipients open and read their emails on their phones, which means you need to make sure your emails are optimized for mobile devices. Having a responsive design in your email marketing tool is crucial as it ensures that your emails look great and function well on different screens and devices.
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Create a signup form
Signup forms are how you capture email contact information. You can create them with a form builder (like Typeform, 123FormBuilder, or Google Forms) and embed them on your website, social media platforms, or use them as a link in email signatures. Consider trying different form types (such as pop-ups, embedded forms, and sliders), experimenting with their placement on your site, and optimizing copy to attract more subscribers.
Many email marketing platforms also come with signup form capabilities, making it easy to create and integrate a form with your email database. Some email marketing tools also offer pre-designed templates for signup forms, streamlining the process even further.
Build your email list
Once you have an email tool and a signup form, it's time to grow your email list. Here are some ways you can build a robust and engaged email list:
Online marketing tactics
You can use online marketing tactics like social media and search engine optimization (SEO) to drive traffic to your website or landing page, where you can showcase your email signup form. You can also include links to your form in your social media bio, posts, and stories.
Offline/traditional marketing tactics
Don't neglect traditional marketing tactics, as they can be an effective way to reach people offline and direct them to your online presence. Consider including a link or QR code for your email signup form in business cards, brochures, flyers, and other physical marketing materials.
Also, encourage subscriptions when people are in store, host local events, and take the opportunity to capture email contacts after business transactions. Don't neglect partnering with other businesses to cross-promote each other's email lists; this can be an effective way to reach new audiences.
Segment your list into different groups
Email segmentation is essential because it allows you to personalize your content and deliver relevant, targeted messages to specific groups of subscribers.
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Here are some common ways you can segment your email list:
By demographics
Segmenting based on demographics allows businesses to target audiences with similar characteristics, such as age, gender, location, income level, and more.
By interests or preferences
Segmenting by interests or preferences involves grouping subscribers based on their hobbies, likes, and dislikes, or specific products or services they have shown an interest in. This enables businesses to deliver highly targeted and relevant content that resonates with each subscriber.
By engagement levels
Segmenting by engagement levels involves dividing your audience into groups based on how frequently they open, click, and interact with your emails. This tactic helps you identify highly engaged subscribers who are more likely to convert and those who may need re-engagement efforts.
Types of emails you can send
There are many types of emails you can send to your subscribers, depending on your business goals and audience. Here are some common types of emails:
Welcome emails
Welcome emails are the first email your subscribers receive after signing up for your email list. They are a great opportunity to introduce yourself, set expectations, and provide value.
Promotional emails
Promotional emails are used to promote products or services, offer discounts or deals, and encourage purchases from subscribers.
Newsletters
Newsletters typically contain curated content such as blog posts, industry news, updates, and tips relevant to your audience. They are a great way to keep subscribers engaged and informed.
Transactional and post-purchase emails
Transactional emails are sent in response to a specific action or transaction made by the subscriber, such as order confirmations, shipping notifications, and account updates. These emails have high open rates and can also be used for personalized cross-selling or upselling opportunities
Re-engagement emails
Re-engagement emails are messages you send to inactive subscribers who haven't opened your emails in a while. Some examples include offering an incentive or asking for feedback to re-engage them and bring them back into the fold.
Special event emails
There are plenty of events your local business can tap into to drive more in-store traffic and sales. BFCM emails (Black Friday and Cyber Monday) are just the tip of the iceberg; you can also send emails for holidays, seasonal sales, and other special events to keep your subscribers engaged and up-to-date. Examples include St. Patrick's emails, Mother's Day emails, and so on.
Choose your email design
There are two main ways to design marketing emails:
Plain text (HTML-free) emailsHTML emails with design elements such as images, colors, and formatting.
Both approaches have their pros and cons. For example, plain text emails can feel more personal and less overwhelming to busy inboxes; however, HTML emails allow for more creativity and branding opportunities. Consider testing both formats to see which resonates best with your audience.
Whichever style you choose, make sure your emails are visually appealing, easy to read and navigate, and optimized for mobile devices. Also, keep in mind email design best practices such as using a clear call-to-action (CTA) above the fold (the first part of the email), including alt text for images, and avoiding too much clutter or excessive use of fonts and colors.
Track your results
One of the best parts about local emails is that you can track your results quite easily. Most email marketing tools offer robust analytics and reporting features that allow you to measure key metrics such as open rates, click-through rates, conversions, and more. Use this data to improve your email campaigns and achieve better results constantly.
Some of the email metrics you can measure include:
Open rate: how many people in your list opened your emailClick-through rate (CTR): how many people in your list clicked on your email linkBounce rate: how many emails were not delivered in a given campaignUnsubscribe rate: how many contacts unsubscribed (compared to the total number)Conversion rate: how many conversions your emails drove, out of the total number of deliveriesIn-store visits: how many people visited your store/office after reading the email (measured by running quick polls with visitors)
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Challenges of local email marketing
Local email marketing is a great way to promote your business, but it does come with its own set of challenges. Here are some common challenges you may face when implementing local email marketing:
Building a subscriber list
As a local business, gaining subscribers can be a challenge, especially if you don't have an established online presence or customer base. Consider offering incentives or partnering with other businesses to expand your reach and grow your list.
Delivery issues
Delivery issues in local email marketing often stem from a variety of factors. The most common issue is the presence of poor-quality email addresses in your subscriber list. This can occur due to typographical errors during the subscription process or the use of temporary or fake email addresses.
Another significant factor affecting email deliverability is the sender reputation. If your previous emails have been marked as spam or have had a high bounce rate, Internet Service Providers (ISPs) might block or direct your emails to the spam folder.
Lastly, compliance with email laws and regulations like the CAN-SPAM Act and GDPR is crucial. Non-compliance can lead to emails being filtered out by spam filters, blocking your communication from reaching your subscribers' inboxes. Always ensure that your local email marketing strategy adheres to these regulations and best practices to minimize delivery issues.
Design problems
Design is a crucial aspect of email marketing, and local businesses often face several design-related challenges. One common issue is the lack of consistency in design and branding across different campaigns. Consistent branding, which includes the use of company logos, color schemes, and typography, is vital to make the emails instantly recognizable to subscribers. Also, complex layouts with too many graphics can make an email look cluttered, confusing the reader and distracting them from the primary message or call-to-action.
Another significant problem is the lack of mobile optimization. With increasing numbers of users checking their emails on mobile devices, emails not optimized for mobile can be hard to read and navigate, leading to poor user experience and low engagement rates.
Top 12 local email marketing best practices
Need more tips to guide your local email marketing strategy? Here are 12 best practices that can help you make the most out of your campaigns.
Show expertise
Email is a great channel to show expertise, whether by sharing industry news, tips, tricks, or other relevant information. This can help build trust with your subscribers, establishing you as a reliable source of knowledge in your field.
For instance, if you run a plumbing business, you could use your email marketing to share tips and tricks on maintaining household plumbing systems or common DIY fixes for minor issues. Likewise, if you run a local restaurant, you could share recipes or cooking techniques to give your subscribers a taste of your brand's expertise.
Stay personal
Personalization is key in local email marketing because you're communicating with people in your community. Digital channels can feel cold and distant, and email is a great way to bring that "mom-and-pop business" tone of voice back into your online marketing efforts. Use segmentation, local language, and references to local events to make your emails feel more personal and relatable.
(Not a local business, but a great example of personalization that can be applied to local businesses)
Ask for feedback
Want to grow your small local business? Asking your subscribers for input!
You may not get answers from everyone on your list, but your loyal customers will be more than happy to share their suggestions with you. Also, take complaints as an opportunity to improve, too. Nobody's perfect, but aiming to be better is a great way to keep on growing as a small business.
Localize your subject line
Keep your subject line local with language and references, as it makes people more likely to open your emails. Rainy day? Bring that into your subject line. Local city council running an event? Or maybe the main street was unusually crowded today? Bringing these things into your subject line builds rapport with people, and shows you are genuinely involved in the community.
Leverage user-generated content (UGC)
User-generated content is content created by your customers, such as reviews, social media posts, or images. Incorporating UGC into your email marketing can make your campaigns more authentic and relatable to local subscribers. It also acts as social proof for your business and can help build customer trust and loyalty.
Make it easy for customers to subscribe
If you want to grow your email list, you must ensure it's really easy for people to subscribe. Make your signup form accessible, and don't ask for too much detail. A name and an email address should be more than enough to get started. Also, consider adding a signup option on your website's homepage and social media pages to capture more subscribers.
Stay compliant
It's easy to fall into the trap of thinking you're just a small local business and you don't have to worry about email regulations. However, compliance with laws and regulations like the CAN-SPAM Act and GDPR is crucial for all businesses, regardless of size. Non-compliance can lead to hefty fines and damage to your brand's reputation – not to mention hefty fines if someone decides to file an official complaint.
Run regular promotions
Email marketing is an excellent channel for promoting your products or services. Consider running regular promotions and exclusive discounts for your email subscribers to keep them engaged and returning. You can also use emails to announce new products, services, or special events happening at your business.
Maintain data hygiene
As boring as it may sound, keeping your email list clean and tidy is crucial for the success of your campaigns. Regularly clean up your list by removing inactive or incorrect email addresses, and segment your subscribers based on their engagement levels. This will help improve deliverability and ensure that your messages are reaching the right people at the right time.
Include a clear CTA
This might come without saying, but you'd be surprised how many email campaigns forget to include a clear call-to-action (CTA). Without a CTA, your subscribers won't know what action you want them to take, and your campaign's goals will not be met. Your CTA should stand out, be concise and instructive, and placed in an easily noticeable location within the email.
Always test your emails
Don't rush to click that "send" button before you run a quick test send. Doing this helps ensure that they appear and function correctly on different devices, email clients, and browsers. It's also an excellent way to catch any typos or errors before you send the final version to your entire list.
Stay consistent
... Across the board. Your design, tone of voice, and email recurrence should all be consistent to build a strong brand image and customer trust.
This also applies to the frequency of emails. Don't send too many or too few, as both can negatively impact your engagement rates. Find a balance that works for your business and stick with it consistently.
From agora to inbox: keeping local matters on locals' radars
In Ancient Greece, the agora was the central meeting place where people gathered to exchange news and ideas, as well as conduct business. The issue with using the same news delivery system in the 21st century is that communities are (generally) much larger, and businesses are noisier (and larger in number too).
Your customers' email inboxes can serve a similar purpose – with the added convenience of being able to reach people's attention directly. By creating engaging and personalized email content, you're essentially bringing a mini agora into your subscribers' inboxes. This allows you to keep local matters top-of-mind for your customers and foster a sense of community within your email list.
So, what are you waiting for? Have you started building your local email list yet?
If you need help, let us know. Contact Mayple and we'll match you with an affordable, efficient, vetted email marketing agency to help you get things off the ground. We'll have you working together in less than three days.
Top experts6 Best Email List Building Services: Build a List From ScratchBuilding an email list is a must—not a plus—in the current digital marketing landscape. It's a direct and cost-effective way to engage with your audience, nurture leads, and convert them into loyal customers. Email list building services make it all a breeze, from collecting emails to sorting and sending the right messages. Let's dive into the world of email list building and discover the best services to help you grow your list from scratch, including:
Best email list building services at a glance
1. Pixated - Best overall
2. SnapAdvantage - Best for building an email list through social media
3. HiFlyer Digital - Best for building an email list through SMS
4. HubSpot - Best all-in-one digital marketing solution
5. Taken Digital - Best for data-driven email list building
6. The Email Marketers - Best for driving substantial revenue from email lists
What are email list building services?
Email list building services help businesses like yours collect and manage the email addresses of potential customers. You can use them to create enticing offers or incentives encouraging people to subscribe to your email list. Once you've got those email addresses, these services help you organize them, segment your audience, and send tailored messages.
Growing an email list can significantly transform an eCommerce brand. Not only is email marketing a direct line of communication with potential customers, but it can also help you solidify relationships with existing customers, increase brand loyalty, and drive repeat purchases.
» How do you collect email addresses? Try one of these email capture landing pages
How to maximize subscriber growth with an email list building service
Offer irresistible incentives
Offering freebies in exchange for sign-ups, or sneak previews and waitlist access for upcoming products, can be highly enticing. Prioritize providing valuable content, discounts, or exclusive access that your target audience genuinely desires.Optimize sign-up forms
Create user-friendly and engaging sign-up forms that make it easy for visitors to subscribe. Keep them simple, with minimal required fields, to reduce barriers and increase conversion rates.A/B testing
Continuously test and refine your sign-up incentives and forms to determine what resonates most with your audience. A/B testing can help you find the winning formula.Segmentation
Segment your subscribers based on their interests, behaviors, or demographics. This allows you to send targeted and personalized content and, ultimately, increase engagement.Automation
Implement automation workflows to nurture leads and maintain consistent communication with your subscribers. Constantly providing value to your subscribers will help to keep your brand top of mind while fostering long-term loyalty.Promotion
Promote your email list across various channels, including social media, your website, and even in your physical store, if applicable.
Build and grow your email list
Businesses that choose to grow their lists simply win. So don't be afraid to dive in and start experimenting with different options. The main thing is to start building your list today. With the right strategies, you can grow a valuable and engaged subscriber base that will fuel your business's success. If you need help actually using a service, Mayple can match you with an email marketing expert today.
Meet the experts
Aaron Parnes has over 16 years of marketing experience and specializes in crafting advanced marketing strategies for online stores.Isaac Hyman is the founder of HiFlyer Digital and is an award-winning eCommerce email and SMS expert known for his book, The Ultimate E-commerce Email & SMS Playbook.Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage.
Our methodology: How we reviewed the best email list building services
To find the best email marketing options, we compared several key factors, including:
Email expertise (specifically email list building services)Types of email list building features (opt-in forms, analytics, etc.)Price, affordability, and plans (custom vs. monthly pricing, overall cost)Level of difficulty (beginner vs. advanced)Integration ability and automation
Conversion7 Best Email Capture Landing Pages in 2024Consider these email statistics:
There are over 4 billion global email users.The average email open rate is 21.5%.Emails typically convert at 15.22%.
All of these numbers point towards why many marketers feel email is one of the best tools in their arsenal. Email marketing works. But here's the tricky part: how do you collect email addresses in the first place? Enter email capture landing pages.
Email capture landing pages are web pages specifically designed to collect email addresses from visitors.
Email capture landing pages can help you convert website visitors into potential leads or subscribers by encouraging them to provide their email addresses in exchange for something of value. This can be access to exclusive or free content, discounts, samples, competitions, and more. Below, we look at examples of the best email capture landing pages and which elements make them stand out.
7 Best Email Capture Landing Pages
Morning Brew - Clever Copy and Compelling OfferPersona - Interactive Quiz for EngagementHillary Weiss - Social Proof and Trust BuildingMoney with Katie - Minimalist Design and High-Contrast CTAMr. Draper - Personalized RecommendationsIsabelle Grace - Gamified Opt-in FormAdidas - Dynamic Form for Reduced Friction
Landing Page #1: Morning Brew - Clever Copy and Compelling Offer
Does your copy immediately grab the users' attention? eCommerce copywriting is an art and a science: it takes a lot of skill and know-how to understand your audience and appeal to them. This means clearly communicating your value and what you can offer. Plus, it should be delivered with a design that enhances the user experience and guides them toward the call-to-action (CTA).
Morning Brew is short-and-sweet: a fun, tempting offer to "become smarter in 5 minutes," along with the promise that reading the news will actually be enjoyable.
Landing Page #2: Persona - Interactive Quiz for Engagement
You can make your visitors part of the process. The goal of an interactive quiz landing page is two-fold:
It engages visitors and piques their interest in your company, what you do, and how you can help them. Plus, it can make them more willing to share their contact information.It helps you learn more about the visitor so you can segment your audience and conduct behavioral retargeting.
Pro tip: Apart from making the process intuitive and enjoyable, respect the visitor's privacy by explaining how their data will be used.
Nutrition brand Persona features an interactive quiz landing page on their website. The quiz asks nutrition-related questions, including medical history, diet, lifestyle, mental health, and health goals. At the end of the quiz, customers receive specific product recommendations and the option to make a purchase.
Landing Page #3: Hillary Weiss - Social Proof and Trust Building
Another great way to get more signups is to include social proof on your email capture landing page. It builds credibility and trust by validating your offer and demonstrating that others have had a positive experience.
This reduces potential concerns visitors may have and increases the likelihood that they'll give you their email addresses. Social proof can come in many forms, including testimonials, reviews, user-generated content (UGC), influencer endorsements, trust badges, certifications, and media mentions.
Consultant Hillary Weiss uses a combination of testimonials and media mentions to show that she really is as talented and effective as the rest of her website claims.
Landing Page #4: Money with Katie - Minimalist Design and a High-Contrast CTA
Nobody likes a complicated, confusing, cluttered landing page (or website, for that matter). A minimalist design smoothly communicates your value and guides users to take action. So, every unnecessary element is just one more thing that can get in the way. Which is why it's super important to make sure your CTA stands out.
You can also add some pop to your CTAs to lead the visitor's eye toward them and encourage them to sign up.
Money with Katie uses white space and a red and pink color palette to capture email addresses. In color psychology, red is a color of power and action, which can subconsciously encourage users to act by entering their email.
Landing Page #5: Mr. Draper - Personalized Recommendations
Personalization turns casual browsers into engaged consumers. Offering personalized recommendations demonstrates that you understand your visitors are individuals with unique needs—but more importantly, you can provide custom solutions that address those needs.
Personal shopping service Mr. Draper uses a style quiz and offers to put together outfits based on customer preferences, all while displaying an email form and social logins on its landing page.
Landing Page #6: Isabelle Grace - Gamified Opt-in Form
Gamification is when you add an interactive element to your email sign-up process. This can be a spin-the-wheel, treasure hunt, memory, or puzzle game. There's a psychological element to it: when you gamify your offer, visitors are more likely to engage out of curiosity. This extra entertainment value increases the value of your offer, leading to a potential boost in conversions.
Pro tip: Balance the level of challenge and reward to keep visitors engaged without causing frustration.
Jewelry brand Isabelle Grace uses a "spin the wheel" app to offer up to 20% off, incentivizing visitors to share their email addresses.
Landing Page #7: Adidas - Dynamic Form for Reduced Friction
Dynamic forms only display necessary fields, reducing the perceived length and complexity of your email signup form. This streamlined approach reduces friction and encourages more visitors to complete the form. Plus, dynamic forms are also well-suited to personalization because they can adapt in real time based on the visitor's behavior, responses, or past interactions.
Adidas uses location-based dynamic content on its email capture landing page. UK visitors receive a 10% discount for email sign-up, while US visitors enjoy a 15% discount.
Achieving Email Conversion Mastery
There's no single right way to craft an email capture landing page, but there are guidelines you can follow—like the tips we've just discussed. This includes clever copy to social proof to gamification. The best approach is to test different strategies and optimize your methods based on feedback. Consider reaching out to top email experts for professional guidance and give your growing email list a boost.
Marketing strategy7 Expert Techniques to Increase CTR for Your Email Marketing CampaignEmail marketing remains a powerful tool in the digital marketer's arsenal, but its effectiveness hinges on one crucial metric: the click-through rate (CTR). Your CTR is a direct indicator of how effectively your email content captivates recipients and motivates them to take action. Let's delve into some strategies that you can use to boost your CTR and enhance your email marketing campaigns.
Meet the expert
Andrew Royal, a seasoned marketing executive with nearly a decade of experience, is the founder of RevOps. He specializes in helping SMBs optimize revenue operations through data-driven strategies.
1. Streamline your call to action (CTA)
Your CTA button is the linchpin of your email. It's the gateway to conversions, whether that's making a purchase, visiting your website, or downloading content. To maximize CTR, avoid cluttering your email with multiple CTAs leading to different destinations. This dilutes your message, and it looks messy.
Instead, focus on one primary CTA and, occasionally, a secondary one for crucial actions. For example, if you're running a petition site that's also seeking donors, differentiate your CTAs by using distinct colors for each one and emphasize the primary CTA by placing it front and center of your email.
2. Craft compelling subject lines
To drive higher CTR, you need to get people to open your emails first, and crafting compelling subject lines is the initial step. Here's how you can do that:
Use a strong hook: Consider what makes your email relevant to your audience and why they should open it. Use that as inspiration to come up with a strong hook that'll compel people to go on your email marketing journey.Consider using personalized subject lines: These can be effective at grabbing the recipient's attention and making them feel like the email was specifically crafted for them.Incorporate urgency or curiosity: This can also help create a sense of FOMO (fear of missing out) and encourage people to open your email right away.
3. Hook readers instantly
Most people usually decide within the first 10 to 15 seconds whether to continue or abandon your email. In B2C scenarios, showcasing a captivating image or lifestyle representation of your product can hook them.
For B2B, consider greeting each recipient by name and follow that with your hook line—a sentence or two about what to expect. You should also break down especially long emails into digestible sections with clear headers.
4. Use A/B testing
A/B testing is your best friend for optimizing email campaigns. Start by testing subject lines to determine which ones resonate with your audience. Experiment with send times, especially if you have a global audience, to find the optimal delivery window.
When testing content, focus on changing one element at a time to pinpoint what impacts CTR. For instance, if you're testing a CTA button, just test the CTA button. Don't change your text or anything else.
5. Monitor key metrics
While CTR is crucial, it's not the only metric to watch. Monitor open rates, click rates, and unsubscribe rates to gauge overall campaign health. An increase in unsubscribes might indicate a mismatch between your content and audience interests. Keep up a net positive by engaging the subscribers who genuinely value your content.
6. Utilize unsubscribe insights
Many email service providers offer options for subscribers to explain why they're unsubscribing. Leverage this valuable feedback to refine your email content and strategy. Additionally, consider using archive lists to keep unsubscribed contacts' engagement history in case they decide to re-subscribe.
7. Analyze engagement patterns
You should also dive into engagement patterns to understand why subscribers leave. Evaluate contact ratings to track how often individuals interact with your emails. If a long-time subscriber suddenly unsubscribes, investigate the reasons behind their decision and see if any recent changes in your email content or frequency may have contributed to their disengagement.
How to increase your CTR?
There are several ways to improve your CTR and subsequently enhance your email marketing campaigns. Impactful strategies include optimizing your CTAs and subject lines, hooking readers with compelling content, and leveraging key insights to improve your emails.
A combination of these and other strategies mentioned in this guide can go a long way to fine-tune your approach. Ultimately, a well-crafted email that resonates with your audience will lead to higher CTRs and better overall campaign success.
And who does email marketing better than skilled and experienced pros? You can easily find and hire the best of the best with Mayple, knowing that they're vetted and possess the skills you need.
Marketing strategyGoogle Bard Marketing: What to Expect in the Future of AI MarketingWith AI in your arsenal, your business's marketing strategy is about to get faster, more global, and more accessible than ever before. Google Bard is constantly expanding its technology, including key updates to available languages, real-time data integrations, and even more nuanced language processing. Let's take a look at what the future holds with Google Bard marketing.
Meet the expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
What is Google Bard?
Google Bard, a powerful AI language model, is making waves in marketing and content creation. Like ChatGPT, it draws its strength from extensive training on vast datasets of text and code. Let's take a closer look at Google Bard's capabilities:
Natural language processing: Bard can understand and generate human language, including text, code, and speech. You can analyze customer data, such as purchase history, browsing behavior, and email engagement, to identify customer preferences and interests. This information can then be used to generate personalized email marketing campaigns. Personalization: With access to current data, such as a customer's purchase history, browsing behavior, and interests, Bard can assist in personalizing marketing campaigns for different customer segments. For example, it can write ad copy recommending shoes to a customer who has recently browsed the shoe category on your website.Predictive statistics: Bard can help businesses identify trends, forecast demand, and assess risk.
It can identify which products are most popular during different times of the year and forecast demand for new products based on customer browsing behavior. Real-time data access and integration: Bard can access and integrate real-time data from the internet and Google services—even your own Google suite like Docs, Mail, and Drive—which gives it some advantages over other AI models. For example, it can use data from YouTube to generate a blog post about the latest trending videos or use real-time data from Google Maps to generate a personalized travel guide for a user.
» Speak directly to customers at scale with the ultimate guide to personalization.
How will Bard impact the future of digital marketing?
Global reach through multilingual content
Google Bard has over 40 languages in its global toolbox and continues expanding its offering. So, you can simply plug text in and quickly localize your copy in any available language. This is essential in today's globalized market, where businesses need to be able to reach customers all over the world, regardless of their native language.
When customers can effortlessly navigate your website and engage with marketing materials in their native language, it fosters a sense of comfort and confidence in making purchases. This, in turn, can boost sales and enhance overall customer satisfaction. What's more, by localizing your business, you show that you are committed to serving customers in all markets, which has knock-on effects on brand reputation and customer acquisition.
Conversational AI for enhanced customer interactions
Bard is also an excellent tool for customer service through conversational AI integrations like chatbots. It can answer customer questions submitted via email or chat, and it's always learning, so it gets better at it all the time. It can analyze a customer query, determine its intent, and generate an appropriate response. This can help businesses provide quick and accurate customer support, which is essential for customer satisfaction.
AI-powered analytics for data-driven insights
Google Bard is transforming the analytics landscape by making data-driven insights more accessible and actionable. AI integration with platforms like Google Analytics allows you to ask natural language questions to get specific insights, reducing the need for manual data analysis and enabling faster decision-making.
This can help with tasks such as segmentation, identifying trends and patterns, and predicting future outcomes like customer churn, sales trends, and the impact of marketing campaigns.
Efficiency and creativity enhancement
Google Bard's automation capabilities can streamline marketing operations, allowing you to focus on strategic thinking and creative pursuits. This improves overall efficiency and creativity within your marketing team.
Bard can generate new ideas for marketing campaigns, product launches, and content creation and personalize marketing messages and experiences for individual customers.
» Learn how to write PPC ads that convert with these handy ChatGPT scripts.
Challenges and limitations
Although AI continues to develop every day, it's important to keep its limitations in mind as you make strategic business decisions that may have a lasting effect down the line.
Reliability and fact-checking
It's best to keep in mind that Google Bard's responses may not always be completely accurate. You should view its output as a starting point and conduct thorough fact-checking. Producing inaccurate content may only hurt your website's rankings down the line. Use the built-in "Google it" feature to assist in identifying reliable information.
Bias in data and output
Google Bard learns from the internet, which can introduce biases into its content. This means that the content generated by Bard may reflect the biases present in the data it has been trained on.
It's important to be aware of the potential for bias in Bard's output and take steps to mitigate it. For example, you can review Bard's output carefully and make necessary edits. You can also provide Bard with more diverse and representative data to train on.
Human involvement and expertise
AI-generated content is not a standalone solution. Human input remains essential, so dedicate time to editing and improving the content. When AI is part of the marketing process, human reviewers will likely be needed to guarantee quality.
Putting Google Bard to the test: A competitor analysis case study
I recently used Google Bard to streamline and optimize aspects of my marketing strategies, and I found an interesting prompt that inspired me to explore Google Bard's potential for competitor analysis further.
Step 1: Mobile-friendly analysis
I asked Bard to evaluate the mobile-friendliness of a competitor's website, allure.ca. I also wanted it to identify areas that needed enhancement. The AI swiftly provided insightful output.
Step 2: Identifying images to resize
I then wanted clarity on image size optimization. Bard's great at giving detailed responses, and I followed that up with a prompt to identify the specific images that needed resizing.
Step 3: Image optimization
Bard not only pinpointed the images but also recommended the ideal image resolution, suggesting resizing to 1920x1080 pixels.
This example shows how handy and budget-friendly Google Bard can be for marketing. Small business owners and marketers can use AI to make their websites better without the need for extensive consulting or specialized expertise, which often comes with a hefty price tag.
» Want to keep an eye on your competition? Check out our competitor analysis explainer.
How to stay up to date with the latest Google Bard trends
AI is constantly in flux, and some people and businesses make it their work to stay at the bleeding edge of these updates. To stay competitive, you should be, too. Here's how:
Join Reddit communities: Engage in discussions on the Google Bard subreddit, where you can gain insights and updates from the community.Check Google Bard updates: Bookmark this page for authoritative information and announcements directly from Google.Participate in LinkedIn Groups: Join relevant LinkedIn groups, but be mindful of self-promotion. These groups often host valuable discussions and updates related to Google Bard.Conduct online research: Conduct Google searches to discover articles, blog posts, and discussions offering tips, best practices, and prompt suggestions.
Google Bard Marketing: What lies ahead?
Against an AI-dominated landscape, you've got to keep an eye on the future, especially as AI continues to accelerate change. Let's look at some potential future enhancements.
Plugin and app marketplace: Google Bard is gearing up to broaden its plugin and app marketplace. This expansion will transform Google into a versatile assistant, offering an extensive range of integrations and tools.Enhanced integrations: Expect tailor-made integrations designed specifically for marketing needs. For instance, Google Ads integration will likely become more robust, simplifying marketers' advertising efforts.Increased free options: Google is set to continue offering free options for users. These cost-effective tools can be invaluable for marketers looking to boost their campaigns without breaking the bank.Data privacy concerns: As is often the case with tech giants, data privacy concerns may linger. Keep a watchful eye on how your data is used, remaining prepared for ongoing discussions about data security and privacy in the digital marketing landscape.
It's an exciting time for the joint power of marketing and AI. With Google Bard, you have a powerful tool to increase efficiencies, yield data to make informed strategic decisions quickly and improve how you communicate with your audience.
Marketing strategyNonprofit Organizations: Using Email Marketing to Forge RelationshipsNonprofit organizations play a pivotal role in addressing various social, humanitarian, and environmental challenges. Their effectiveness largely depends on building strong relationships and maintaining clear communication with donors, volunteers, and supporters. Email marketing emerges as a powerful tool in their arsenal.
The nonprofit industry boasts an email open rate of 25.17%, surpassing the average of 21.33% for other industries. This statistic alone underscores the potential of email marketing for nonprofits. Today, we'll explore strategies to leverage nonprofit email marketing for growth.
Understanding your nonprofit target audience
To thrive, nonprofits need to engage with diverse groups of donors, volunteers, advocates, and beneficiaries. To truly be successful, they must intimately understand their target audience. This entails grasping who each group is, their motivations, interests, and needs. This is why the most successful nonprofits use audience segmentation strategies in their email marketing campaigns. Segmentation ensures that each group receives tailored content that resonates with them.
Email marketing categories for nonprofits
Nonprofits can choose from a variety of email marketing categories, each with a unique purpose and potential for different audience types. These categories include:
Newsletters: Regular updates that keep supporters informed about your nonprofit's latest activities.Fundraising campaigns: Emails that drive donations and increase nonprofit revenue.Event invitations: Invitations to events, fundraisers, or volunteer opportunities.Drip campaigns: Automated series of emails to nurture relationships and guide potential donors.Surveys and feedback requests: Emails that gather insights and feedback from supporters.Membership renewals: Reminders to renew memberships and continue supporting the cause.Impact stories: Stories that illustrate the tangible impact of donors' contributions.Educational content: Information and resources related to your nonprofit's mission.Company announcements: Updates on organizational changes or achievements.
This list merely scratches the surface of possibilities for communicating with your target audience. With well-timed emails, you can engage with these crucial stakeholders, share updates, convey impact, and inspire action.
» Looking for inspiration? Explore some of the best email marketing examples
How to develop a marketing plan for nonprofit organizations
Creating a well-defined marketing plan is essential for nonprofit organizations. There's no single right way to develop one, but there are some key concepts and guidelines that can help:
Define Your Goals
This can include increasing donations by a certain dollar or percentage amount, raising awareness, and growing membership.Identify Your Target Audience
Determine the key stakeholders, including donors, volunteers, supporters, and advocates.Choosing Email Marketing Categories for Each Audience
Decide which email categories will be most impactful for each group. For instance, donors may respond well to impact stories.Set a Schedule
Establish a consistent email schedule with occasional one-off emails for special announcements and events.
Pro tip:Consider using a physical calendar to stay organized, similar to this:
» Looking for a head start? Check out our ultimate marketing plan template to streamline your nonprofit's success.
Structuring effective nonprofit email marketing campaigns
To craft compelling emails, follow a general email marketing structure that includes:
A header with your nonprofit's logo and branding.Clear and concise body content with visually separated headers and sections.Call-to-action (CTA) buttons that entice readers to take desired actions.Contact information and social media links for further connection.
In this example, Autism Speaks checks off all the boxes for a Giving Tuesday campaign.
Crafting effective email marketing titles and introductions
Email marketing titles are the critical first step. They determine whether your emails get opened or ignored. Use concise and informative subject lines that highlight the email's key point. For instance:
"Double your impact: Every donation matched 100% for the next 24 hours""Join Us in Making Dreams Come True for Children in Need""Will you help us give Selassie's village clean water?""Exclusive Invitation: A Night of Inspiration and Giving"
Then, your email marketing introduction should be direct and quickly explain your offer and request to resonate with readers' interests while aligning with your mission.
Email marketing segmentation and personalization
The practice of marketing segmentation entails the division of your email list into separate groups, utilizing criteria like donation history, engagement levels, and demographics. The greater the degree of marketing segmentation, the greater the relevance of your emails. Consequently, this results in increased engagement and a higher rate of conversions.
Leveraging personalization is equally essential. For instance, send a personalized thank-you email to frequent donors or share volunteer opportunities with highly engaged supporters. You can also send special gifts or notes on membership anniversaries and birthdays to further show your audience that you care about the relationship.
» Interested in learning more? Discover the best ways to personalize your eCommerce store
Leveraging Mayple for nonprofit email marketing success
For nonprofits seeking to elevate their email marketing, consider Mayple. This digital marketing platform connects organizations with marketing experts. Their expertise complements your email marketing efforts, strengthening connections with donors, volunteers, and supporters. With Mayple, you'll gain benefits such as:
Tailored strategies that align with nonprofit goals and target audience.Expertise in crafting compelling email subject lines, content, and calls-to-action.Assistance in segmenting email lists and personalizing content to maximize engagement.Continuous monitoring and optimization of your email campaigns for improved results.
Nurturing bonds beyond boundaries
At the end of the day, nonprofit email marketing is a potent strategy for fostering relationships with potential stakeholders. As you work to optimize your campaigns, remember to understand and segment your audience, choose the right email categories and topics, and craft well-structured emails with compelling titles and content. Consider a platform like Mayple to connect with nonprofit email marketing professionals who can help you accomplish your mission faster.
Marketing strategyB2B vs B2C Email Marketing in 2024: Differences & ExamplesWith over 4 billion global email users, it's no wonder that email marketing remains a powerful tool for both B2B and B2C companies. Whether you're selling products or services or reaching out to consumers or businesses, email marketing is a cost-effective way to connect with your audience and drive results.
Below, we explore why email marketing is crucial for both B2B and B2C sectors and delve into some key differences between these approaches.
Meet the expert
Andrew Royal, a seasoned marketing executive with nearly a decade of experience, is the founder of RevOps. He specializes in helping SMBs optimize revenue operations through data-driven strategies.
Why should you invest in email marketing?
You have to invest in email marketing because it's basically free and relatively easy.
The great thing about email marketing is that it's cost-effective. But why is that the case?
Automation: Email marketing tools reduce manual labor by automating functions like email sequences and drip campaigns.Digital marketing: All your email marketing activity is online, so this eliminates physical costs like printing and postage. Plus, you don't have to pay for every email you send. Tiered pricing: Email marketing software is available at different price points based on your email volume. You can choose an affordable plan that suits your needs.Global reach: You can reach an international audience instantly without having to pay to cover physical distances.
Remember to consider your marketing team's time and effort when calculating your email campaigns' impact on your profit percentage.
Building your email list might require some effort, but once you have a substantial list, it becomes a valuable asset. Your list can grow incrementally and exponentially, giving you access to potential customers without additional marketing expenses.
B2B vs B2C: 4 key differences
While B2B vs. B2C email marketing share common elements like list segmentation, automation, and tracking, there are key differences to consider.
1. Target audience
B2B: You're typically reaching out to professionals, decision-makers, stakeholders, and individuals representing an organization. This means your target audience is educated in the topic you're addressing.B2C: Your audience is individual consumers or households, which means you're using personal email addresses to make contact.
2. Sales cycle
B2B: Your sales cycle is generally longer and more complex. Because you're offering a business solution that either solves a very specific pain point or can overhaul a whole company's operations, your target audience requires multiple touchpoints and personalized content to make an informed decision.B2C: B2C emails typically have shorter sales cycles, because they're focused on driving immediate action, for example, impulse buying on-sale products.
3. Content
B2B: Your email content is more detailed, technical, and business-focused. This includes industry-specific terminology, statistics, data, and thought leadership. As a result, B2B emails have a longer format.B2C: Your content is simpler and consumer-oriented. You focus on your product or service's benefits and unique features, while also connecting to your audience emotionally. Because B2C emails are fast-paced and you have a limited time to grab a consumer's attention, they're shorter and to the point.
4. Design
B2B: Your email design is more conservative and professional, focusing on clarity and content.B2C: B2C emails prioritize visual appeal, aesthetics, and creativity to capture consumers' attention. This means big images, colorful call-to-actions (CTAs), and clear pricing.
Despite these staple differences, every email list is unique. It's important to A/B test your email marketing efforts to ensure you're meeting your target audience's needs.
There's no such thing as a cookie-cutter approach to email marketing. Sometimes, you'll find a B2C market that reacts to those longer, more in-depth emails, just like a particular B2B company might react to the shorter, punchier emails.
» Here's how to construct an email marketing journey that works.
B2B email marketing example: Monday.com
The key to successful B2B email marketing is balancing your informational and promotional content within the same email instead of sending separate emails. Your email can include the following elements:
Product features updates.Links to resources like a community, webinar, or blog.Snippets of a case study showcasing your product or service in action.
Monday.com combines all of these aspects in their B2B email newsletter:
A product feature update section right at the top of the email.An option to subscribe to weekly industry updates.An opportunity to become part of the Monday.com community by creating or using user-generated templates.Contact information and an option to unsubscribe clearly incorporated at the bottom.
B2C email marketing example: Decofurn
B2C email marketing needs to put the product or service front and center. This means engaging with your customers and motivating them to take action, for example, making a purchase. You can do this by:
Personalizing each customer's email. This includes addressing customers by name and including custom offerings based on their preferences.Adding clear CTAs so customers know exactly what action they should take.Highlighting any discounts or price reductions.Including high-quality product images.
Decofurn implements these practices in their spring sale newsletter:
A free delivery offer right at the top, providing instant motivation to buy online and meet the minimum order requirement.High-quality product images on a neutral background.Discounts are clearly indicated, and reduced prices are emphasized.The email ends with an easy-to-understand CTA.
» Find more attractive email marketing examples here.
Expert guidance when you need it most: Consider an email marketing specialist
Having the right expertise at your fingertips can make or break your email marketing strategy. Mayple's vetted expert marketplace gives you easy access to industry specialists who can help you optimize your email marketing efforts, reduce costs, and provide AI-driven insights for data-backed decisions.
From B2B to B2C: Mastering email marketing's diverse terrain
Email marketing remains a vital tool for both B2B and B2C companies, offering cost-effective global reach. However, while common principles underpin both, distinctions are crucial. B2B targets professionals with longer sales cycles, necessitating detailed, technical content and conservative design.
In contrast, B2C emails focus on shorter, consumer-oriented, visually appealing content, promoting immediate actions like purchases.
Despite these differences, successful email marketing hinges on personalization and adaptability. It's not a one-size-fits-all approach, but rather a powerful, versatile means to connect, inform, and inspire action, bridging the gap between businesses and consumers in an increasingly digital world.
» Find the perfect email marketing expert for your business.