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Kevin Urrutia

Ecommerce Email Marketing Guide: Generating More Sales

By | Digital Marketing, Ecommerce, Marketing | No Comments

Do you want to improve your e-commerce email marketing and start seeing sales like the big name brands?

This guide will take you through the fundamentals of developing an email marketing strategy along with in-depth research, inspiration, and examples to help you achieve more sales.

You might want to bookmark this page because this guide has over 10,435+ words dedicated to e-commerce email marketing knowledge, strategy, and examples.

 

Here’s a breakdown of everything inside:

  • Part 01: E-commerce Email Marketing Strategy

  • Part 02: E-commerce Email Marketing Tips

  • Part 03: E-commerce Welcome Emails

  • Part 04: E-commerce Upsell & Cross-sell Emails

  • Part 05: Dedicated E-commerce Email Marketing Service

  • Part 06: Case Study – 80% Open Rate

  • Part 07: Best E-commerce Email Examples

 

Throughout this guide, you’ll learn a lot about email marketing and how to implement a strategy for your business. By the end of it all, you should be able to:

  • Develop a strategy for your e-commerce email marketing
  • Discover new ideas for creating email campaigns and automation sequence
  • Set up automation sequences to boost your sales while you sleep
  • Engage your email list to shop more
  • How to tackle common e-commerce issues such as abandoned carts
  • Build stronger and meaningful relationships with your customers

Let’s get started with the eight-part guide showing you everything you need to set up and scale an e-commerce email marketing strategy for your business.

 

Part 01: E-commerce Email Marketing Strategy

E-commerce email marketing strategy is the ability to generate more sales for your business.

There’s no one-strategy-fits-all, so get ready to do a bit of work to set yourself up for success.

To get started, understand that e-commerce email marketing earns up to 27% of revenue for some companies. That’s almost a quarter of their entire sales revenue coming from email.

One thing you should begin to focus on when creating your e-commerce email marketing strategy is: customer journey.

Whether you set up an email marketing sequence or automate your entire email tasks, be mindful of the experience you a trying to provide your recurring and future customers. Build your emails with the focus of building a relationship for the long-term instead of how you can get a quick buck as soon as possible.

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Do Your Homework

Before you start your e-commerce email marketing the best thing you can do is analyze your customer data. You don’t want to land into these pitfalls, right?

Data is going to be the key to an email marketing strategy that brings your business ahead of its competition with the highest ROI.

As you dive into your data, consider creating a different hypothesis about who your customers are and what they really want from your business. You’ll be able to make better decisions when you take both the qualitative and quantitative data then try to understand your customer’s mindset.

 

Here are a few points to consider when looking at your data:

  1. Capture Every Detail.  It might seem exhaustive, but even the smallest detail can make a big difference. Try to capture where visitors are clicking on your site, what emails received the most unsubscribes, what products are trending in your store, then ask yourself why.
  2. Understand Customer Behavior. Do you see any trends in your data? If there are peak periods when customers are buying more frequently than others, these are critical areas to optimize. However, you can use your data to determine new strategies to drive sales even during the “dry” times.
  3. Determine Customer Personas. Figure out the gender, age, location, income level, and all other demographics regarding the types of customers at your store. Find out if certain types of customers are buying only because of discounts and which ones are willing to pay the full price.
  4. Visualize Your Customer’s Journey. Use diagrams, charts, and other visual aids to understand the path your customers take throughout your store. Are your Facebook Ads leading to more sales and subscriptions than Instagram? Does a specific landing page have a higher bounce rate than a blog post? Figure out your customer’s touch points and pain points so you can map out a solution to make their journey conversion focused.

Writing E-commerce Emails

Before diving too deep into the technical sides of e-commerce email marketing, let’s cover the basics of writing e-commerce emails.

From Address

Before anyone opens an email, they take a quick look at who was the sender.

Then, when they open that email, they’ll see something like this:

In most situations, your sender “From” address should come from a company or domain based email.

For example, sending an email from sportswearinc@gmail.com has a different effect than hello@sportswearinc.com.

You should avoid using a free email provider for your business such as Yahoo, AOL, Hotmail, Gmail, and so on. Instead, you should use a registered domain name as your email address which would be ADDRESS-NAME@YOURSTOREDOMAIN.COM.

 

“No-Reply” No Buy

If you’re thinking about using a “No-Reply” address, think again.

Sending an email from a no-reply can be extremely frustrating for a subscriber or new customer who wants to reach out with questions.

Keep the door open and build rapport with your email by allowing your emails to have a reply function.

You can always set up an automated response that sends customers to your FAQ pages or hold tight for 24-hours until you or your customer service team can reply with an answer.

Receiving replies to your e-commerce store is a valuable source of feedback and a chance to build a better relationship with your customers.

 

Avoid the Spam Box

Another tip regarding “From” emails is to use various “From” types. For example, you might want to use a different email for Customer Support (CARE@YOURSTOREDOMAIN.COM) and your Newsletter (NEWSLETTER@YOURSTOREDOMAIN.COM).

From a deliverability point of view, free email addresses have a higher tendency to get filtered into the spam folder than the inbox.

Getting this set up and organized as early as possible is going to be key for future growth as an e-commerce business.

 

Subject Lines

The next most looked at (and influential) part of your e-commerce emails is the subject line.

How important are your subject lines?

Let’s take a look at the data from Crazyegg, a platform developed by Neil Patel to analyze your site to see how your users behave on your website.

As you can see, no matter how creative your emails are or how often you send them, the most important influencer affecting email open rates is the subject line.

You should test all kinds of subject lines to find the right words that not only resonate with your email lists but also drive the highest open rates.

 

To achieve this, here are a few things you can do:

  • Avoid “Spammy” Words. You might want to promote “free shipping” at your store and stuff the word FREE in all caps. There’s a long list of words to avoid your emails ending up in the spam box. For example, “Order Now, “Guarantee” and “Lowest Price” are just a few words to avoid.
  • Personalize the Subject. Using your subscribers’ and customers’ in the subject is a great way to grab attention. When setting up your emails with your service provider, you’ll find its very easy to add a person’s name in the subject line.
  • Mention Their City. Instead of using their name, see how many more open emails you get using their city name.
  • Keep it Short. Get straight to the point in as few words as possible. Ideally, try to craft a compelling subject line in 5 to 8 words or 40 to 50 characters max.
  • Use Emojis. Use emojis to grab attention by making your subject line stand out. Best thing to when using emojis is to test against subject lines without to see which perform better.
  • Create a Sense of Urgency. Achieving this can be tricky but if you can create a sense of urgency you can motivate more to open your email (i.e. 6 hours remaining).
  • Minimize Promotional Headlines. You might want to showcase your latest promotion in the headline using all caps and an excess of exclamation marks. Do this and you’re asking your emails to be sent to spam.
  • Test and Re-test Everything. Every email can have a different subject attached. Continue to test different styles and word combinations to see which drives the most results.

These are the fundamentals you should follow when creating your e-commerce email subject lines.

Then, after you have created a few, there are a few tools you can use to evaluate them before you hit the send button:

  • Zurb This is a great tool to use if you’re unsure what your sender name, subject line, and pre-header text will look like in different browsers and devices. Using this tool, you’ll get to see exactly what your email list will see before you send your email to their inbox.
  • Spam Check by Post Mark – If you want to avoid the spam folder this tool helps you see if your emails will trigger spam filters.
  • Email Subject Grader by Net Atlantic – This essential tool does exactly what its name implies: grades your subject and gives feedback as to how to improve it. You’ll also get a word count notice to help you find the perfect amount of words in the shortest phrase possible.

Pre-Header Text

After the “From” address and the subject line comes the “Pre-Header Text”. Depending on the browser and device people use, the amount of text people see will vary.

The best way to understand (and write) “Pre-Header Text” is to imagine it as a continuation of the subject line.

Take a look at Lenovo Canada’s email above. After the subject line comes a “…Plus an exlc…”

Let’s guess that the word coming next is exclusive which is a fitting word to use considering the brand. This “Pre-Header Text” is aligned with the original message in the subject which is “Save” plus another offer included inside the email.

Although you may not see much of it, it’s a piece of the email that gets looked and has an impact. Don’t miss out on adding a little extra excitement for what you have inside.

 

Design & Content

Finally! It’s time to dive into the heart of the email. But first, a friendly reminder, your subject lines are key to getting your list to open the email.

When you start designing the content of your e-commerce emails, keep it simple and make the message clear.

Some quick tips to improve your email design, are:

  • KISS (Keep It Short & Simple). Less is always more. If you can design an email using an image that sums up or compliments the message and a message that drive the goal home, go with that. The ultimate goal of your emails is to get those who open to click through. Stay focused on conversion and let your email guide them through.
  • Strong CTA. Your Call-To-Action should be bright and ready to click. Experiment with different text to see which provides the most clicks.
  • Color & Contrast. You don’t have to be a professional designer to know what looks good and what doesn’t. Use color in moderation and understand what is complementary, contrasting, or confusing.
  • Design for Mobile. While you may be designing your emails on a PC or laptop, your email list is likely looking at things from their smartphone. Try sending an email to yourself and open it on your phone to see if any design changes are needed to improve its performance.
  • Do the 3-Second Test. Once your emails are designed, look at it for a moment, turn from the screen for 3 seconds, then look at it again and analyze what your eyes look at right away. This quick test will help you learn what your list will look like and what elements to change if things are too busy or not focused on the main message.

Want to see the best examples of e-commerce emails? Go to Part 08.

 

HTML vs. Text-Based

There is a growing debate around HTML vs. Text-Based emails. Which should you use? Does one have better click-through rates than the other?

Hubspot has dedicated a post to debunking the debate. They found that HTML emails with images have a lower open rate than plain text emails.

The general consensus is HTML emails have less opens than plain-text.

Fortunately, many email automation providers give you templates that are optimized for every inbox. Using their templates, you can trust that your emails won’t break with bad coding and experiment with different design styles for optimization.

 

Ecommerce Email Marketing Sequencing

If you mail the wrong emails at the wrong time to the wrong prospects, you lose. You lose subscribers, you lose potential sales, you could even lose your loyal customer base.

The challenge for any e-commerce business is to send the right email at the right time to the right prospects. So, how do you do that?

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  1. Welcome Email Sequences

Here’s your chance to make a good first impression.

After a customer makes a purchase or subscribes to your store, send an automated email that welcomes them to your business.

A good welcome email has the potential to more revenue to your business. It has more power and profit than your promotional and standard informational emails, too.

When you thank your visitors and customers for joining your newsletter or purchasing at your store, be sure to include the following:

  • Tell them how often you intend to message them
  • What they can expect from your newsletters and messages
  • How to reach out if they have any questions or comments

Look at how Virgin Mobile greets their new subscribers. They send a crisp, bright welcome aboard that explains exactly what they are going to receive for signing up.

 

Consider the following when creating your welcome emails:

  • Be Original. Sometimes it takes a clever idea to get your e-commerce business viral. Take the “private Baby CD Jet” as a prime example of using wit, humor, and fun in an email to excite your subscribers and customers.
  • Use a Simple Design. Use a strong yet simple image to capture the interest of anyone new to your list. Make it easy to navigate through your products and remove all barriers possible.

Remember, you won’t get a second chance to make a first impression. So, you have to make it count.

 

  1. Discount Emails (i.e. Transactional Emails)

Sending your list a special promotion or discount is a popular strategy for e-commerce email marketing.

And, the reason for this: it works.

A study by VWO revealed 54% of abandoned cart emails with a discounted price are more likely to purchase (keep reading to learn more about abandoned cart emails).

Hotels.com sends out regular discount emails with the amount their customers can save clearly displayed in the email. They also mention that you “must click through this email” to receive the discount. Remember this, it will play an important role in tracking your email campaign’s ROI.

Discount emails are a smart strategy, however, it can lead to some negative perception if done too frequently. Send too many emails like these can lead to people unsubscribing from your list and abandoning your e-commerce store forever.

Best thing to do is to use these sparingly and set up an automation that only provides discount emails to the people who engage with your e-commerce emails (i.e. open them and/or click on inner content).

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  1. Abandoned Cart Emails

There are many reasons why your customers abandon their carts. The top three reasons are:

  1. Extra costs at check out (i.e. taxes, shipping fees, etc.)
  2. Customer must create an account
  3. Long and complicated checkout process

The best way to improve sales and get your customers back to your store to check out is to send them an abandoned cart email. According to Business Insider, 75% of people do plan to come back to their carts. Your email is simply a reminder to get them back there before their busy lives take them away for good.

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Let’s take a look at Asos, an online fashion store, and how they tackle abandoned carts. You can see they use a simple and effective abandoned cart email. Their clear copy, such as “don’t forget about me”, as well as customer benefits (i.e. Free Delivery and Easy Returns) is a great example of encouraging customers to return to their cart.

 

When creating your abandoned cart emails, be sure to:

  • Include an image of the item your customer left behind
  • Be playful and fun with your reminder
  • Include key features to promote a purchase (i.e. Free Shipping)
  • Choose a design style that is consistent with your brand

Shopify says that 67.45% of your customers are abandoning your cart and that the best way to tackle this issue is to create an abandoned cart recovery campaign.

 

  1. Order Confirmation Emails

One email sequence you should have is an order confirmation. These emails not only remind your customer about their order it also help drive engagement back to your store.

Order confirmation is seen as one of the most important emails by your customers. Up to 64% of customers claim this email has the most value. That’s the reason why emails like these receive a 70% or more open rate.

Remember to always include the following in your order confirmation emails:

  • List of products they purchased (ideally with images and product titles)
  • Order number and tracking information
  • Give them an estimated time of arrival (if possible)
  • Easy-to-see contact information to reach out to you with questions or concerns about their order. It can be as simple as linking to your contact page.

Chewy sends their customers a playful order confirmation email. The animated image is a clever touch to calming an anxious customer’s desire to have your product right away.

Go to E-commerce Email Marketing Tips for more ideas, inspiration, and examples for your campaigns.

 

Set Up Automated Emails

You can save a significant amount of time when you automate your e-commerce email marketing. But, that’s not all. Automation is a powerful strategy that lets you:

  • Build relationships and trust
  • Grow awareness of your brand (instead of considering your competitors)
  • Drive more sales to your business (especially during peak periods)

When it comes to automating your email sequences, there are many techniques you could implement. If you’re new to automation, there are 3 email sequences you must set up to improve customer retention and closing more sales. Those are:

  1. Abandoned Cart Emails
  2. Order Confirmation Emails
  3. Non-Buyer Emails (i.e. Site Subscribers)

Let’s take a look at each of these, but first, there are a few best practices to keep in mind when setting up an automated email sequence.

 

Timing your emails

Depending on the sequence you’re creating, there are many strategies you can adopt. If you start sending the wrong emails, you’re going to get a less than favorable response such as your customers unsubscribing and moving their business to a different business.

If you’re creating an abandoned cart sequence, here’s an example of how to send timely messages:

  • 1st email – send within 24 hours
  • 2nd email – send within 2 to 3 days
  • 3rd email – send within 7 to 9 days

Successful sales are going to come down to how well you can time and target your emails. If its not the right moment for your customers, they’re not going to buy.

 

Test for the Best

If sales is about timing, what can you do to ensure you’re sending to right email at the right time?

First, take a look at your store’s data. How many people are on your list? 1,000? 1 million?

Then, ask yourself: How many of these people would make a decision to buy in the next 90 days?

If there’s a buying pattern between your customers and your business, you can put that data together to create a strategic plan to target more customers at certain times.

Also, as you experiment with different email delivery times, be sure to run some A/B tests of your sequences. Try to find different days or time delays that perform better then use them more frequently with your lists.

A/B testing is an effective way lets you maximize your:

  • Open rates
  • Total unique clicks
  • Total clicks on a selected link
  • And more

 

Email Content

There are some key features to include in most, if not all, your automated e-commerce emails. The email campaigns your set up and the newsletters you send will become a great way to earn repeat business and attract new customers to your store.

When you are setting up your automated emails, be sure to include the following:

  • Powerful subject line (e.g. “Save Big, Today ONLY, on Product XYZ””)
  • Personalized message (i.e. include their name, “Hello John!”)
  • Display testimonials
  • Call to action (e.g. “Save Now”, “Buy Today!”)
  • Images
  • Headlines
  • Body test
  • Offer details (i.e. “Expires on XX.XX.XXXX” or “Terms & Conditions Apply – Learn More”)
  • Closing text and statement

These are just a few of the elements you can include in your emails and each can be tested to see what performs the best. For example, you can try using different subject lines to measure which gets a better open rate. Or, you could try using a different call to action to measure the best click-through rate.

Now, let’s get back to the 3 types of email automation sequences your e-commerce store must have.

 

1. Abandoned Cart Emails

Abandon cart emails are essential to bring customers back to your store to finish the sale. This can only be done if you already have a customer’s information allowing you to send a friendly reminder to their inbox.

Typically, these emails should be sent within 12 to 24 hours after they abandon their carts. In most cases, these customers may have been distracted while online or need a moment to consider the overall price.

Let’s take a closer look at why customers might be abandoning their carts and possible solutions to this problem.

 

Cause to Abandon #1: Unexpected Charges

According to the Baymard Institute, this accounts for up to 60% of people to abandon their carts.

When you fail to mention extra charges, like shipping and taxes, can take your shoppers by surprise. This frustration and anger at paying more is a quick way to lose a potential buyer.

Solution: Don’t shock your customers at the check-out. Display any additional charges on banners or include the amount below the products in your store. If you have a calculator, be 100% transparent and breakdown the additional fees and charges. When your customers can see the extra amounts before they check out, they won’t be surprised to find a number they weren’t expecting to see.

 

Cause to Abandon #2: Register an Account

Online shopping is meant to be a fast and pleasant experience. Shoppers are browsing their phone, discovering products they have-to-have and make quick decisions to buy in the moment.

If there’s an additional step to check out, such as creating an account at your store, this can be an added frustration leading to a fast and unfortunate loss (for you).

Barilliance says that registering an account is the second most common reason for abandoned carts.   

Solution: Always add a guest checkout feature so your prospective customers can get quickly. If possible, include a signup feature that requires an email or social account for quick registration. For example, Asos allows their store users to signup using a Google, Facebook, or Twitter account.

 

Cause to Abandon #3: Payment Security Concerns

If you’re using an e-commerce platform like Shopify, payment security might not be a major concern for your customers. Using industry compliant standards, customers feel safe and rarely question their purchases.

However, what if you’re using a different platform? What if you’re running a WordPress website with the WooCommerce plugin?

Any e-commerce website using an alternative service provider to host or manage their store, your customers might be concerned if they see the little red lock at the top of their screen.

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Having any indication that your website and your store is insecure can deter potential customers from buying from your store.

Solution: There are many secure payment gateways you can include in your check out, such as PayPal or Stripe. Using gateways like these not only makes your check out more trustworthy, it also reduces security risks at your store. Ideally, you may want to let a third-party process credit information on your behalf and not collect sensitive information on your server.

If your website doesn’t have the little green lock, you can install a lock for free using Let’s Encrypt. For an added layer of security, you may want to use a paid SSL provider for that extra layer of protection and assurance for your customers.

 

Bring Your Customers Back

When crafting your abandon cart emails, there are a few things to include to get your customers excited again and returning to finish their order.

Try to include these 4 key features in the main message of your email:

  1. Make the message clear at the beginning of the email and include a link for them to return to their shopping cart to finish checking out.
  2. Include images of the items waiting for them in their shopping cart.
  3. If possible, give them additional incentive to finish checking out, such as free shipping or a small discount.
  4. Use a clear call-to-action, such as “Complete Order” or “Continue Shopping”.

One thing to avoid should you decide to include a discount in your abandon cart emails is to limit its usage. You don’t want customers catching on that they can load up their carts, leave them behind, and expect to receive a discounted price anytime they shop at your store.

 

2. Order Confirmation Emails

Let’s say you’re creating an order confirmation sequence. Instead of just sending a single email with the order details, shipping confirmation, and perhaps an upsell, you might want to use an autoresponder that sends a variety of other emails to your customers.

Take a look some email types you might want to include in a series like this:

  • Initial Confirmation (Send Immediately). Send your customers the order confirmation of their initial purchase.
  • Tracking and Shipping Information (Sent with 24 Hours). The next email should include shipping and tracking information to keep your customer up-to-date with their order.
  • Additional Product Information (Sent within 5 to 7 Days). While your customer is waiting for their order, send extra information about how to use the product and any blog posts related to it. Try to get them to engage in your blog to discover more products that may interest them.
  • Ask for a Review (Sent within 2 to 3 Weeks). After your customer has received their order, ask for their feedback or a review.

Setting up a detailed order confirmation email series is a great way to keep your customers engaged while building a stronger relationship with them. There are many more emails you can include in this email to expose your products to potential customers.

If your e-commerce store has a blog, try dedicating some time and resources toward adding additional information surrounding your products. For example, if you sold athletic shoes on a Shopify store, you might want to write a blog about how to care for it.

Again, timing of these emails are critical. You don’t want to be sending a customer information about a product when they are feeling frustrated while waiting for it to arrive. Seeing a blog post about a product they won’t be receiving due to shipping delays can be a major turn off from your brand and business.

 

3. Non-Buyer Emails (i.e. Site Subscribers)

Does your e-commerce website collect leads? This could be in the form of a pop-up or blog subscription widget.

If you have a growing list of subscribers who are not (yet) your customers, there are a few strategies you can use.

The first thing you should do is implement a technique that drives more subscriptions to your business. One way of doing this is by including pop-ups on the screen. Here are a few popular pop-up styles:

  • Opening Offer Pop-Ups. This is the pop your visitor will see the moment they arrive to your website. Give them something exciting like a free shipping coupon or a subscriber’s only deal to capture their email for your list.
  • Time Dependent Pop-Ups. These pop up after a visitor has browsed or remained on your website for a certain amount of time. You can offer a 10% coupon for a new subscriber as an incentive to get them on your list.
  • Content Based Pop-Ups. If you have a blog built around various categories, you can use a pop up on specific pages, products, and so on. These pop-ups can include a unique coupon for something relevant on the specific page your visitor is viewing.
  • Exit Intent Pop-Ups. These pop up the moment a visitor is about to leave your store. You should add these to your cart and check-out pages to reduce the number of abandoned carts. Also, try offering a unique promotion or dollar discount to bring them back before they’re gone for good.

 

Go to “Dedicated E-commerce Email Marketing Service ” to see which email automation provider to choose for your e-commerce business.

 

Focus on Customer Service Not Self Service

There’s a new strategy being used by some of the big e-commerce companies to reduce the overwhelming amount of choice and guiding customers to exactly what they need. Its called coproduction and it involves alleviating your customer’s struggles by getting them involved with your business and selling more product.

The strategy can be as simple as reducing perceived frustrations to total back-end development to optimize your store’s experience. In a study by Marketing Experiments, value-enhancing and intensity-reducing communication strategies can increase customer satisfaction and improve overall sales.

Other examples of coproduction in practice include:

  • Grouping products into segments
  • Displaying only in-stock items
  • Customized inventory tailored to the individual customer
  • Saving customer settings on your e-commerce website
  • Sending email alerts to notify customers of important deals relevant to their interests.

Younme Moon and France X. Frei provide 4 strategic steps to adopt coproduction techniques into your e-commerce store:

  1. Analyze your entire transaction process – Try creating a User Journey Map to identify your customer’s needs from the moment they arrive to order acquisition.
  2. Determine which process your customers perform vs. what you perform – What does your customer have to do while visiting your store?
  3. Focus on minimizing customer actions – How can you take on more responsibility to allow your customers to achieve the quickest path to a sale?
  4. Find ways to provide long-term value – Give your customers more than just a single purchase and give them a reason to keep coming back for more. Send emails detailing updates about their products or improvements you’ve made at your business.

Ultimately, if you can make your customer’s experience both easy and enjoyable, you’ll be above to improve customer loyalty and long-term sales.

Part 02: E-commerce Email Marketing Tips

E-commerce email marketing requires time, attention, and strategy in order to be successful. To help you to improve your ROI, this section will focus on specific tips you can implement to ensure your customer relationships enjoy the full value of your business.

 

Tip #1: Reward Loyal Customers with Exclusive Discounts

Your current customers have the potential to be your biggest source of sales if you can leverage your email marketing to target them. To do so, provide your loyal customers and subscribers with exclusive discounts.

Navabi, a clothing store for plus-size women, offers an exclusive 15% discount to their site subscribers. This simple reminder for subscribers is a great way to turn a loyal reader into a new or recurring customer.

 

Tip #2: Send a Welcome Email to All Subscribers & New Customers

One way to build a strong relationship with your new and potential customers is to provide them with a welcome email. In this email, include links to your latest blog posts or offer a special discount for your store.

Sephora’s Beauty Insider provides a welcome email that directs subscribers to learn more about their loyalty points program.

Aritizia is a clothing and beauty company that uses transparency in their welcome email. They introduce new subscribers on their list to what they offer, the lines they carry, and how to get in touch for help.

 

 

Tip #3: Offer Promotions on Holidays & Special Dates

Holidays, special events, and also your customer’s birthdays are all great times to share a special promotion. Campaigns during the busy seasons bring in more customers and can lead to a big spike in sales.

In a study by eMarketer, e-commerce businesses achieved up to one-quarter of their total annual sales throughout November and December. They also noted that the majority of those sales came from their email marketing.

Take advantage of these seasonal opportunities by dressing up your emails for the occasion and offering an irresistible deal to your email list.

Paperchase uses a unique scratch-n-save strategy to offer all their email subscribers a discount with the most reaching 15% off. Also, take note of the clever headline in the email image.

 

Godiva uses a direct discount approach for black Friday in July.

 

Tip #4: Referral Deals

Word of mouth is extremely influential (and beneficial) for an e-commerce brand. This tip taps into social sharing and uses social proof to encourage others to shop at your store throughout their network. People will be much more receptive to the idea of shopping at your business when it comes from a person they know and trust.

Try to leverage your current customers to promote your business using a refer a friend email. Offer your customers a discount for themselves or let them share the benefits by offering their friends a discount too.

 

Tip #5: Showcase Your Involvement with Community

Are you a patron of a charity or social organization? One way to encourage customers to shop at your business is by featuring a special deal to the organization you support.

Whenever a customer shops at your store, use a portion of the profits as a donation or contribution to a cause.

If you aren’t a patron of an organization. Try finding one that aligns with your beliefs and the beliefs of your business.

 

Tip #6: Send Abandoned Cart Reminders

Abandoned carts are always a challenge to fulfill and SalesCycle reports that almost 75.6% of shopping carts were abandoned in 2018. Luckily, 46.1% of people who abandon carts will open the emails with 13.3% clicking the content and more than 35% deciding to buy.

If your e-commerce business is struggling with abandoned carts, the best way to tackle this issue is to include emails targeting these customers in your strategy.

Casper, a bedding and mattress company, uses a very simple abandoned cart email. Below the CTA to return to the shop and finish their purchase, they include a testimonial from a recent customer to help drive the sale home.

Check out Fab’s abandoned cart email. They include a direct checkout for an item someone was interested in to get them to buy right away.

 

Tip #7: Automate Emails

The best way to achieve fast and efficient results in your e-commerce email marketing is to automate as much as you can. Automation lets you scale your business while retaining strong relationships with your customers.

Creating workflows and segmented automation campaigns can help boost sales by sending relevant messages to your customers at the right times. Some example of automation sequences you can create include:

  • Follow up emails with unengaged subscribers to see if they still want to receive your emails or shop at your store.
  • Abandoned cart emails that send shortly after a cart has been left behind and offering a special discount to close the sale.
  • Welcome emails for new customers and newsletter subscribers.
  • Monthly newsletters sharing your deals of the day, latest content, and other promotions.

Creating these automations let you focus on other tasks at your business while taking your customers on a conversion focused journey.

 

Tips #8: Send Order Confirmations

After your customer has made their purchase, send them an email to confirm their shipping address, access to digital products, or offer to answer any questions they may have.

These kinds of emails often lead to a high open rate. Try including an upsell to other products that your customer might be interested in at your store.

Blue Bottle Coffee uses a very simple order confirmation with their email support at the bottom.

Huckberry includes their trending products at the bottom of their order confirmation email.

 

 

Part 03: E-commerce Welcome Emails

Welcome emails are so important to your e-commerce email marketing that this section is dedicated entirely to the topic.

A welcome email is one of the first encounters and impressions your brand will make with your customers. Whether you use a friendly hello or a clever message to connect with your new customers, this will set the stage for future interactions with your products and services.

When crafting your welcome email series, try to avoid information overload. Even though you have permission to be emailing this person, pace the amount of content you send to new subscribers.

For example, you might want to send a friendly welcome to the store email followed by an invite to join your social media. Then, you can start nurturing your subscribers’ list to new blog content, featured products, and other exciting information.

 

Why Are Welcome Emails so Important?

One thing to remember about welcome emails is that they have a high open rate of over 50% compared to other emails you send. If crafted correctly, your welcome emails could be as much as 86% more effective than newsletters.

Welcome emails may be the initial touch point with your business. Consider this the top of the sales funnel that warms your list toward more sales.

Whenever someone has made the decision to provide their email, they are expecting some kind of value for this exchange. Keep this in mind when writing copy and choosing images for these emails.

 

Develop a Strategy

When email subscribers receive your welcome email, this sets the tone for their inbox interactions with your business. This is your chance to get your relationship off to a good start and turn a one time buyer into a life-long customer.

According to Return Path, those who don’t read your welcome email are unlikely to open and engage in future emails you send.

What can you do to succeed with the very first email? Strategy.

To help your e-commerce welcome email strategy, take a look at some of the statistics for competing companies. Their open rates and engagement can guide you toward the latest trends in email marketing.

Image Source

SmartInsights has put together a comprehensive list of benchmark open and clickthrough rates for various industries. For example, beauty and personal care industries see a 17.01% open rate with a 1.75% click-through whereas hobby-based businesses have a 27.35% open rate with a 4.78% click through.

Once you have sent your initial campaigns, you can begin to understand which sequences and strategies to build and optimize to get more opens, more clicks, and ultimately, more sales.

 

Welcome Email Set Up

Developing a strategy for your welcome email campaigns depends on the types of emails you provide.

Here are a few things you could include in this email:

  • Personal introduction
  • Story about your brand
  • Reinforcing benefits of being subscribed
  • Introducing special offers and new subscriber discounts
  • Express why you differ from your competitors
  • Being transparent and explain what to expect from your emails

Next, there are a few tips to take to set up your welcome emails successfully.

 

Tip #1: Understand the journey your subscribers will follow

What is the main message you are delivering in your welcome email?

Most importantly, what actions do you want them to take when they open it?

You can create a user journey map to hypothesize and test your subscriber’s journey. There should be a clearly defined goal for every welcome email series you set up. Then you can determine:

  • How many emails your sequence needs
  • The content for your emails
  • The timing of their delivery

Try setting up different campaigns with different objectives. Some goals you can set for your e-commerce welcome emails can be:

  • Buy a product from your store
  • Connect with your social media
  • Learn your brands’ personal values, beliefs, and community involvement
  • Take advantage of a special promotion
  • Share the email with a friend for a discount

Choose a goal and strategize your entire campaign by creating a conversion focused journey.

 

Tip #2: Design a congruent, structured sequence

This next step is crucial.

You don’t want to send an email asking subscribers to join your social media accounts if they don’t yet know who you are.

This is where you define a sequence that makes sense and serves as a natural introduction to who you are, what you do, and how they’re going to benefit over time.

Start with a clear call-to-action.

For example, if you offer a 15% off everything in the store, showcase a few products that might interest them. In subsequent emails, continue to use the 15% promotion either using small text in the footer of the email or a bright button that leads to your store.

Once established a message to use across your emails, you can determine a timeline and frequency of delivery:

  • Email 1 (Welcome to the Store): Send immediately after receiving a subscriber’s email
  • Email 2 (We Love Our Community): Send 2 to 3 days later
  • Email 3 (Special Prices, Just For You): Send 7 to 9 days later
  • Email 4 (Are You Feeling Social?): Send 15 days later
  • Email 5 (Did You Know…): Send 30 days later
  • Email 6 (Check Out Our Hottest New Item): Send 45 days later
  • Email 7 (Thanks Again & Here’s to You!): Send 60 days later

See if you can develop a welcome email series that spans over the course of 60 days.

 

Tip #3: Segment. Segment. Segment.

To achieve better results from your welcome email campaigns, segment your lists.

MailChimp recently released a study, based on their users’ metrics, found that segmented lists have 14.31% higher open rates and a 100.95% higher click-through.

Email lists can be segmented based on:

  • Demographics
  • Engagement
  • Interests and preferences
  • Engagements with specific products
  • Purchase history
  • Purchase amount and basket size
  • Inactive customers

You may have received an email from a new subscriber, but not all will convert into a new customer. Luckily, segmentation allows you to convert considerable more if you have the right strategy.

One method of improving your metrics to send more accurate emails to your lists would be to include an email like this one by Ssense:

 

Notice the box in pink? It asks subscribers to update their email preferences. Here, you could include information your subscribers could include such as demographic details, shopping preferences, email categories, and so on.

The more information you can obtain, the better you can segment your lists and send emails they would prefer to see and engage with.

Don’t be afraid to get personal with your subscribers and potential customers. For example, look how Bespoke Post directly asks their subscribers for body measurements and other vital information to later promote individualized product choices in future emails:

One last thing to remember, the easier you make it for your subscribers to answer, the more likely they are to accept and share their personal information.

 

Tip #5: Lead Scoring

If you want to prioritize your hottest sales opportunities, take advantage of lead scoring.

Lead scoring is a method of determining what is your best chance of securing a sale by assigned a value to your leads (i.e. subscribers to your email lists).

Each subscriber will be at a different stage in your conversion journey. Some may be ready to buy while others are too new to open up their wallets.

With lead scoring, you can begin to rank your email list based on predefined criteria then decide how to approach them with your business.

Let’s say you have an e-commerce store that sells dress shoes for men. You only ship in the U.S. and the majority of your customers are business professionals in their mid- to late-thirties.

Obviously, your ideal customers are business professionals in their thirties who live in the U.S. This means, anyone who doesn’t match this criterion should receive a lower lead score than those who do.

Your lead score might look something like this:

  • Age: 20-25 (0 points); 26 to 29 (5 points) 30 to 39 (25 points)
  • Gender: Women (5 points); Men (50 points)
  • Location: U.S. (10 points); Other locations (-35 points)
  • Position: CEO (35 points); Senior Manager (20 points); Junior Manager (5 points)

Each lead score should measure individual demographics and behavior. The amount will depend on how much value that lead has toward specific products.

Focus on your buyer’s persona and adjust your lead score as you identify promoting sales opportunities whenever your leads take action at your store.

Part 04: E-commerce Upsell & Cross-sell Emails

Have you ever tried to upsell or cross-sell your products to your customers?

Well, if you take a look at what the big name brands like Amazon are doing, you could be acquiring up to 35% of your revenue from this strategy.

Upselling and cross-selling can sometimes lead to ethical debates, however, let’s get straight to the numbers.

If you were earning an average of $1 of extra profit from every sale your made (i.e. with a cross-sale or an upsell) and you had 10 000 sales per month, you would be earning an additional $10 000 per month.

Right away, your business would be bringing in an additional $120 000 per year.

Are you still questioning whether upselling or cross-selling is a conflict of interest?

 

Upselling & Cross-selling Defined

Upselling is the encouragement for customers to buy a higher-end product.

Cross-selling invites a customer to buy a relevant or complementary product with their current purchase order.

Both have benefits and can be used strategically in your e-commerce email marketing campaigns.

 

Upselling Emails

The art of upselling lets you maximize your marketing ROI by encouraging your customers opt-in to your premium products.

Let’s say you are selling personal computers. You have an entry level model that’s pretty good for the average consumer. However, if your customer spends an extra $100 to $200 for an even more powerful computer with an extended warranty, this is a tempting offer at check-out.

They get the exact same thing they originally wanted with better specs and more protection.

Let’s look at a real example of how you can include upsells in an email.

The Dollar Shave Club offers 3 subscriptions to their razor delivery service. For just a $1, you can get 5 twin-bladed razors per month; for $6 you get 4 quad-bladed razors, and for $9 you get 4 nine-bladed razors with a special trimmer edge.

Everyone loves a cheap deal. However, anyone with experience shaving knows that dual-razors can be deadly on the face.

The comparison chart clearly emphasizes the benefits of upgrading to achieve a better shave for just a few dollars more.

There’s a lot to learn from the Dollar Shave Club who grew their startup e-commerce in 2012 from nothing into a $1 billion dollar company.

 

Takeaway Tips for Your Upsell Emails:

  • Tap into your data to determine which products have the best upsell conversion rates.
  • Create a simple comparison chart that showcases the benefits of “buying up” in a subtle yet apparent way.
  • Don’t be pushy. Getting an upsell shouldn’t feel like your customers are against the wall with a firing squad ready to pull the trigger. Craft upsell emails by targeting those who looked at a product on your page.
  • Personalize the upsell. Let your list know that you remember what they looked at, what the like, and what they would love to have at their next purchase.

The more personalized your emails, the betterImage Source

 

Cross-selling Emails

Do you have complementary products or unique add-ons in your store?

If so, set up a targeted email campaign that offers a cross-sell for products that optimize and improve your customer’s original purchase.

For example, anyone who buys a GoPro knows that there’s so much more you can add to make it better. Selfie sticks. Deep-dive protective cases. Travel bags. And so on.

The key to crafting a compelling cross-sell email is to show those who open it that you truly know what they need. You will also need planning and strategy.

 

Tips to Follow for Cross-selling Emails

In research by Harvard Business School’s Vineet Kumar, customers are quite happy to see the product their about to buy in a cheaper, bundled package.

You might think that featuring only a bundle would be the best way to achieve the maximum amount of sales. However, grouping your products into a package will be more effective if customers can perceive that they can also buy them individually.

“Bundling is pervasive in several markets, and it works in many cases,” says Vinnet Kumar.

Go through your products and see what kind of add-on sales you can create. These will be your protective plans, your tech-support subscriptions, and your colorful accessories.

In your emails, emphasize the added peace of mind your customers could have with the item you are trying to cross-sell. And, like all things, measure and test the performance.

 

Summing Up The Extra-sells

  • Your list will be more inclined to accept a cross-sell or an upsell offer if it is sent with a short period of time post-purchase.
  • Personalize your upsells and cross-sells because people are more likely to but when you recommend products based on past purchases.
  • Keep your upsells and cross-sells within a reasonable purchase range.
  • Never suffocate your emails with upselling and cross-selling. Use them strategically and always test their performance.
  • Know your customers and fine tune your email funnel to add more value to your customer’s lives and more sales for your business.

 

Part 05: Dedicated Email Marketing Platform for Ecommerce

In order for your e-commerce email marketing to be successful, integrating your emails into an automated system with flawless deliverability is key. However, with so many email marketing services to choose from, which one delivers the best results?

Here at VoyMedia, we recommend using Klaviyo for all your e-commerce email marketing. Klaviyo is a cloud-based service provider that allows you to effectively and efficiently target, personalize, monitor, and optimize both your email and Facebook marketing campaigns.

 

Segmentation & Tracking with Klaviyo

Dedicated to e-commerce brands and businesses, Klaviyo delivers an all-in-one marketing platform for email automation, website behavior tracking, hyper segmentation, detailed targeting, and much more. You can make smarter marketing decisions by honing in our your target customers using these variables:

  • Average Order Value – Offer better upsells and cross-sells to buyers spending specific amounts of money.
  • Acquisition Score – Target your marketing efforts based on channels providing the most sales.
  • Shopping Preference – Introduce the perfect products to the right customers.
  • Purchase Frequency – Drive more sales with offers and promotions to customers most likely to buy multiple times.
  • Purchase Motivation – Push more customers to buy using coupon-only sales and track your growth in your dashboard.
  • Browsing Behaviors – Encourage frequent store visitors to take the next step and make their first purchase.

Segmentation plays a critical role in your email marketing campaign and Klaviyo makes your promotions more precise by targeting customers based on behavioral data. The ability to fine-tune your segmentation leads to smarter spending on marketing campaigns that can be tracked and monitored in real-time. If you’re a provider of handbags for women, you could target your marketing campaign specifically to female customers who recently bought a purse during the holiday season.

When you start to obtain tracking data, you can begin to target visitors based on specific criteria, such as a male customer who has looked at sports shoes 4 times throughout the week. This is just one example of unlimited ways to target your shop visitors, past customers, and prospects.

As your sales begin to grow, you can track ROI-focused reports that help you analyze real transactions against your marketing spend. You can begin to see which areas of your e-commerce business are performing well and where to make adjustments to improve overall.

 

Integrating Klaviyo with your Business

Setting up Klaviyo with your e-commerce business requires only a simple code to be installed. This marketing platform integrates seamlessly with the following e-commerce platforms:

Once installed, you get your first email marketing campaign started with the pre-built email templates provided by Klaviyo. All you need is the email content and the best subject line, then your first e-commerce email campaign is ready to go.

Need help integrating your e-commerce email marketing on Klaviyo? Contact us.

 

Part 06: Case Study – 80% Open Rates

VoyMedia has provided support on a variety of e-commerce email marketing for clients in a range of industries. In our experience, there is one style of email that seems to get the most open rates.

Based on our metrics, we have seen up to 80% open rates using this simple subject line:

“A Personal Hello from the Founder!”

What’s inside the email?

We keep it simple. Plain text and a sincere thank you for visiting the store. It also includes a way to reach out to the founder to ask any questions or get they help they may need.

An alternative to this, which we have used with new customers, would be, “Special Thanks from the Founder.” This email would include a thank you for purchasing the NAME OF PRODUCT and could include requesting feedback, taking a survey, or a simple “reach out if you have any questions or concerns!”

You can easily set up these emails to be triggered for new subscribers on unique pages (targeting customers looking at a specific product) or just after a new customer finished their purchase. These emails would be automatically sent to your customers once created in your email marketing service provider.

Why does this kind of email work?

Usually, e-commerce emails can be overwhelming. The visuals are bright, messages are pushing a promotion, and the copy is driven to bring a customer back to the store to buy more.

This plain text approach from the founder adds a personal touch. It looks like a normal email someone would receive from a friend, family member, or colleague.

Try including an email like this in your e-commerce marketing strategy to establish a stronger relationship with your customers.

 

Part 07:  Best E-commerce Email Examples

You’ve reached the last part in this e-commerce email marketing guide.

At this point, you might be feeling exhausted and overwhelmed by all the information to include in your campaign.

However, if you can get your email marketing just right, you can improve your customer’s journey and extend their lifetime value through email.

From now, let’s just look at some of the 9 best e-commerce email examples and analyze what features you should include in yours.

 

#1: Apple’s Newsletter

Apple has always been known to create clever marketing strategies that attract a lot of noise, excitement, and sales. This 2016 email featuring the iPhone SE uses a clean design with an enticing message to encourage non-apple users to switch to their phone.

The text below the image is both punchy and captivating. Also, take a look at the fine print for “making the switch”. They assure their target customers that ease of purchase it at the forefront of their mind.

 

#2: Nike’s Welcome Email

Nike’s welcome email is entirely on-point. When you get past the big and bolded Welcome text, you read a message that makes you feel like you just joined an elite club.

They encourage their new members to head over to their site to explore their new benefits and add a few styles they “think you might like.”

 

#3: Adidas’ Out-of-stock Email

This out-of-stock email from Adidas is a smart way to keep a customer in the loop about a product they wanted to buy. The email was clearly triggered to send 14 days after the potential shopper signed up to receive a notification when it came back in stock.

One thing that might be wrong with this email is the recommended products below. Offering a bag when the customer was looking at shoes might miss the mark, or, it could bring them back to shop for something. Surely, Adidas has the data to deliver effective emails to their customers and definitely an email like this shows them just how much they care.

 

#4: Designmodo’s 2-for-1 Email

This promotion based email contains a concise message: two products for the price of one.

After repeating this message in the header and the text below, they drive it home by visualizing a checkout of the 2-for-1 deal.

The CTA buttons both encourage the subscriber to head over to the site to browse through possible products and choose two in order to get this deal.

 

#5: Calvin Klein’s Site Search Email

If you have your e-commerce site sending active data about your email list, you can send an email like this one by Calvin Klein to those searching online.

This email showcases a great example of how to recommend products your customers were curious about. The items chosen were curated based on the categories and items they previously viewed.

 

#6: Amazon’s Shipping Confirmation

Any list mentioning the best e-commerce email examples will include something from Amazon. Here, you can see a simple and straightforward order confirmation with an expected delivery and a call-to-action to review order details.

The fine print also helps to reduce friction during the “waiting period”.

By the way, do you recall earlier in this post where it mentioned not using “No Reply” emails? This is an example where a “No Reply” email can be implemented. When you’ve conquered the e-commerce industry, people will continue to come back for more (even if you can’t contact customer service directly from the email).

 

#7: Tictail’s Refer-a-friend Email

Tictail uses a playful refer-a-friend email to provide their subscribers with a 10% coupon.

The design is completely on-brand using a simple GIF image that loops between the request and offer. Also, take notice of how the email is designed like mini-website. The footer section provides non-intrusive text links to their shopping, learn more, and app download pages.

 

#8: Elysium’s Last Chance Email

If you’ve been wondering how to craft a compelling email using a sense of urgency, this is it.

Elysium uses a clear title to emphasize their promotional sale and the deadline to use it. After featuring their product, they provide some text explaining why they’re offering this deal, how much they can save, and what to do to get it before its gone.

Also, included in this e-commerce email is an upsell for a one-year subscription showcasing “2 Months Free”, “Best Choice” vs. “Most Popular Choice”, and “save $80” vs. “save $45”.

 

#9 Goby’s Product Introduction Email

Do you have a product ready to be introduced to your customers?

Check out this well-designed product introductory email by Goby, an electric toothbrush store from New York.

The graphics for their premium brush along with the high-quality copy really “make a statement.”

A key note about this email is the text used in the call-to-action button. The overall messaging works quite nicely with the button, “Shop Gold”.

(By the way, to browse hundreds of e-commerce email examples by category, check out ReallyGoodEmails.com.)

 

Are you ready to launch your email marketing campaign?

Starting your e-commerce email marketing campaign is easier now than ever. With advances in technology capable tracking fine details of your visitor’s behavior and tools to measure your efforts ROI, you can take your customer’s on a conversion focused journey.

As a business owner, you are responsible for making the strategic decision that will take your e-commerce store down a path of long-term revenue growth. However, the reality is, sitting down to carve out a marketing plan from scratch can be exhaustive, overwhelming, and time-consuming (especially if it’s your first time doing it).

To help you on your own journey to convert more customers using email marketing, contact us for a tailored marketing plan focused on direct response and customer acquisition. You can request a free consultation by visiting our contact page or starting a conversation using our on-site support.

User Journey Map: The Ultimate Online Guide

By | Marketing | 2 Comments

Understanding the user journey can be a painstaking task at your business. You’ll need to harness the data from your analytics and tap into some creative thinking to map out the path of your user’s customer’s journey.

In this guide, you’ll get a crash course on giving your business the upper hand by learning how to create a powerful conversion focused journey.

 

CONTENTS

  1. What is a User Journey?
  2. Challenges + Benefits of a User Journey
  3. How to Create a User Journey Map
  4. Example of User Journey Map
  5. Start a Conversion Focused Journey

 

01. What is a User Journey?

User Journey is the experience a person has whenever they visit your website, online store, or application. It also involves a series of actions that a person must perform in order to achieve a specific goal.

In other words, these are the steps people must take from the moment of arrival to point of sale (but not always).

When you begin to understand the sequence of steps those users take, you can identify different pathways those users can follow to achieve their goals.

This what User Journey Mapping is all about. And, the better you can map out your user’s journey, the better you can enable them to achieve their goal as quickly and easily as possible.

 

02. Challenges & Benefits of a User Journey Map

In order to create realistic customer journeys, there are many things you need to know about the people who are visiting your website, e-commerce store, or application.

Every user is unique and discovers your business through different channels, pages, and platforms. They will have their own motivations and decisions to make as they navigate through your online experience before they reach their goal.

Your users’ goals may be purchasing a product, finding opening times, or canceling an order. These are just a few of the journeys you should try to understand to create a user journey map at your business.

 

YOUR CHALLENGES

  • Understand what makes a memorable first impression when a user arrives to your website, e-commerce store, or application.
  • Understand which content is leading to a buying experience online.
  • Understand how your customers are making their purchases online.
  • Understand what are the most influential channels and touching points throughout the entire customer journey (and how can you enhance these factors).
  • Understand how your prospective customers will react to any new products you plan to launch.

 

YOUR BENEFITS

  • Obtain a comprehensive overview of the entire customer journey and buying experience.
  • Provide marketing teams and other team members with information to resolve customers’ problems by quickly identifying where they are on their journey.
  • Increase your conversion rates and customer retention by minimizing negative customer experiences.
  • Identify critical steps and decision-making moments in your journey.
  • Offer above and beyond information to ensure your customers have access to any answers that may inhibit or prevent them from buying.
  • Zoom in on unique customers at your business and modify the individual customer journey to improve conversions for a specific goal.
  • Analyze data and metrics to minimize customers’ from falling out of the buying experience or considering one of your competitors.
  • Take strategic actions to prioritize specific actions that ensure the customer experience is positive.
  • Target and reduce gaps between your various methods of marketing and team members involved in customer acquisition, sales, and support.

Example of a user journey throughout a website – try to visualize your user’s pathways

 

03. How to Create a User Journey Map

Having a user journey map will provide you with an in-depth timeline of all the decision-making steps, or touchpoints, a customer has with your business. This also includes all the channels your business makes its services available, such as Facebook, Instagram, LinkedIn, and so on.

A simple example of a user journey map for travel booking app might look something like this:

  1. User downloads app and uses it for the first time.
  2. User tries to book a flight for an upcoming trip.
  3. User can’t figure out how to choose a multi-city flight itinerary.
  4. User navigates to the FAQ page to learn how.
  5. User starts browsing multi-city flights

Having the ability to create user journey maps at your business can guide you toward critical decisions that improve the overall experience as well as drive more conversions.

For example, you may find that your onboarding process is too long and you need to remove a step; you may need to create a new batch of emails to nurture a specific sub-group of users who visit you online; or, you may try adding different tooltips and price tags on your pricing pages to serve as much information as possible to make a decision before checkout more rational.

 

Question & Analyze Your Business

Before creating a user journey map, you should start by asking yourself some questions about your business:

  • How did a user arrive to your website in the first place?
  • Why did a user download and user your app?
  • How often are users visiting your FAQ pages and support pages?
  • How much time is spent on your website before they achieve what they came there to do?

Creating a list of questions like these related to your business will help you understand what is motivating users to visit you online, experience what you have to offer and direct them toward their goal. The more you understand about this journey, the better you can dial in on specific steps and modifying them to really hook them in and keep them longer.

Next, let’s go through each step you can take to start creating your own user journey maps.

Create an outline of your User’s Persona (Image Source)

Step #1: Understand Your User’s Persona

User personas are a generalized profile of the interests, behaviors, and demographics of your most common users. Understanding this can help you build most specific maps and identify how and where and why and when your users are taking certain actions with your business.

You can get to know your users better in a variety of ways:

  • Engage current and past users with tests and quizzes
  • Review your analytics and analyze the data
  • Conduct market research through a third-party

Try to accurately identify the persona of your users. If you need help, CEO Patrick Campbell of Price Intelligently has created this strategic approach to quantify your buyer’s personas.

Going back to the travel app example, some of the user’s personas may be:

  • The Budget Traveler
  • The Business Traveler
  • The Family Vacationer

Identity as accurately as you can each of your user’s personas. This way, you can map out each of their own journeys and identify the unique pathways and steps they will take throughout their interaction with your business online.

TIPS FOR CREATING A USER PERSONA:

#1. Collect extensive data on your target users.

#2. Create a hypothesis from your research and determine the qualities and differences between users.

#3. Check with stakeholders and other team members to see if they agree in the hypothesis on your users.

#4. Determine the number of personas visiting your website and focus on each one, individually.

#5. Name and describe each persona (1 to 2 pages), include:

a. Picture

b. User’s values, education, interests, lifestyle, needs, attitudes, desires, goals, limitations, and behavior patterns.

c. Additional information about the persona (try writing a story to make them more real, relevant, and relatable).

#6. Describe situations/scenarios why this persona would visit your business, anticipate their problems, and create contexts with problems which include the ways they overcome it.

#7. Get feedback and other ideas for your team.

#8. Keep your personas and make ongoing adjustments overtime (add new features; discard outdated personas; etc).

Step #2: Research Your Users

The next step involves comprehensive research to understand your users more precisely. And, what better way to understand your users than from the feedback they provide you themselves.

Use this information to begin mapping out key areas that:

  • Motivate them to make a purchase
  • Cause conflict in their decision-making
  • Create questions about your business

Each user experience, segmented by your user personas, will have a different set of problems or challenges throughout their journey. If you can recognize as many of these as possible, you’ll be able to generate critical steps to either solve their problems or make the overall journey to their goal quickly and more easily.

Here are a few points to consider when you are researching your users:

  • Context. What is happening when your users visit your business? Is it a cold winter day and they are searching for a jacket? Are they planning an adventure and looking for a last minute deal?
  • Motivation. What is driving your users to interact with your business? What are they trying to achieve? What might be missing that is causing them to leave and search for a competitor?
  • Mentality. What does your typical user see your business providing? What problems do they think you solve? What elements are resonating with them and giving them a feeling of connection to your business?
  • Pain Points. What are your users struggling with? Does your products or services alleviate this or cause them more frustration? Can they see the solution clearly or resort to support pages before abandoning your business entirely?

 

Let’s put this into perspective by looking at the family traveler:

  • Context. Wants to take their family on vacation.
  • Motivation. Needs an affordable flight for 4 people (including two children).
  • Mentality. Has a flexible budget and open to various locations. Prefers a family-friendly location for the kids to enjoy. Wants to be able to cancel the flight in case of last minute changes.
  • Pain Points. Has a limited window to book flights due to work/vacation schedule.

Breaking down your users accurately will depend on the amount of detailed research you have obtained already. Don’t forget, your feedback and customer testimonials will be your best source of information.

 

Step #3: Mapping the Journey

Ultimately, you want to have a user journey map for each and every persona that interacts with your business. This can help you make strategic changes to individual products or services that lead to move customer retention and conversions.

If you are new to creating user journey maps, try starting with a general user journey. You can always make more once you become more practiced in the process.

Using all the information and research you have, you can begin creating timelines of how your user interacts with your business. Some interactions you could focus on include:

  • Touchpoints
  • Benchmark actions & achievements
  • Common activities & responses
  • User emotions

Here’s what this could like like using the travel app example:

 

As you create your maps, remember to include which channels and platforms your users are having these interactions. For example, an interaction from Facebook Messenger might be entirely different from the live chat on a website. Perhaps those who are using Facebook messenger lead to higher conversions while your live chat results in missed leads whenever automated replies are turned on.

 

04. Example of a User Journey Map

When you create a User Journey map for your business it will be highly specific for your unique products, services, and users. The examples of User Journeys below is to provide you with ideas to design and implement a style of your own.

Let’s look at a User Journey involving an upsell to a paid account and how that might look for a company like Trello.

Trello uses a freemium revenue model to onboard new users and converts them later to a paid subscription.

 

Upsell to paid subscription

Trello is a project management app that offers users a free subscription to use their platform. You can sign up without entering a credit card and can upgrade to a paid account at any time. This is called a “freemium revenue model” which gives away the core product or service for free then targets users to upgrade at a later time.

In order to achieve high conversions from a free account to a paid account, it must be simple to understand the differences. Why pay money if you can already use the platform for free?

The best way to maximize these conversions would be for Trello to create a journey map to find the best paths to optimize.

 

To get started, Trello might want to investigate their user’s experience:

  • Context. My company involves hiring various freelancers and contractors around the world. I need a better way to communicate tasks and stay organized when working on complex projects.
  • Motivation. Organizing projects into units and boards have increased productivity. We are able to initiate and complete a project in more time than before.
  • Mentality. “My time is better spent when I can work on my tasks for a project instead of delegating and responding to various messages across different communication platforms.”
  • Pain Points. I’m having issues with issues with some freelancers who abuse their accounts and share passwords with people who should not be on the channel.

 

If security was the biggest issue, Trello can target users who are dealing with security issues with their account. It would be beneficial to have a paid account since they could up security with two-fold authentication and deactivate members who misuse their accounts.

With so many features already available for Trello users, it can be difficult to see why a paid account would be any different. To help clarify this, Trello adds a big green learn more button so users can find information about upgrading.

 

05. Start a Conversion Focused Journey

When you start creating user journey maps, you’re essentially optimizing your business into a conversion focused experience. You’ll be able to produce a practical model based on real people who are visiting your website, e-commerce store or application.

The information you obtain throughout the process allows you to provide valuable tools to your marketing team and UX developers. It also gives you an opportunity to improve your overall customer service by focusing in on key areas that can enhance your relationship with a customer.

Diving into your analytics, social media insights, and customer feedback is going to reveal secrets to help get your users closer to achieving their goals. And, the most readily they can achieve their goals, you’ll be able to ensure they keep coming back to you for more (and not any of your competitors).

 

 

Best Call to Action Examples (for More Conversions)

By | Digital Marketing, Facebook Ads, Instagram Ads, Marketing | 3 Comments

How’s your call to action?

When it comes to advertising on Facebook and Instagram, your campaign’s success will be influenced by the actionable phrase you use to not only drive traffic to your offers, deals, and discounts but also your conversions.

Creating a compelling call to action is a copywriting skill that you can learn. So, grab a pencil and a pad of paper and let’s dive into a little lesson about how to write a call to action as well as some real examples getting results online.

Overview

  • In this post, you’re going to learn a few copywriting tricks to write actionable headlines for your Facebook and Instagram ads.
  • Also, you’ll get to see examples of powerful Facebook and Instagram call to actions used by top brands so you can find inspiration when creating your own.

What is a Call to Action?

A call to action, or CTA, is a phrase thrown around in the digital marketing world which inspires a person reading it to take a specific action.

You’ve probably seen a lot of call to actions in your lifetime. They’re the small sentences, buttons, and links that lead to a sale.

When you’re promoting your services and products online, having killer ad copy makes a significant improvement for your sales, sign-ups, and subscriptions. Call to actions are meant to persuade a person reading or watching it perform a specific task — purchase your product, sign up for a newsletter, book an appointment, or click through to a landing page.

You may not always “close to deal” and make a sale with your call to action, but you will be moving more people in the direction by encouraging them to take action.

Always Use a Strong Call to Action

You are probably very familiar with the common call to action phrases used online. These are the typical go-to phrases used at the end of videos and found at the bottom of the ad copy.

How familiar do these sound:

  • Click here
  • Sign up
  • Subscribe
  • Buy now
  • Learn more

If you are spending time and money on your advertising strategy, you are focused on creating a message that builds excitement for your product or service. You might think that using one of these short and blunt CTAs would do the trick.

Wrong.

Remember, the main purpose of a call to action is to: (1) tell people what they should do; and (2) give them the motivation to do it.

The call to action examples to saw above cover (1) perfectly but they fail to motivate someone to click or perform the action you want them to take. If you don’t cover why they should “Click” “Sign up” “Subscribe” “Buy now” or “Learn more” you won’t get the conversions rates you want and need.

Your content is the best place to answer questions and concerns people may have. It’s where you address the specific needs of your buyers or target audience by giving them the information that convinces them to take action.

So, how can you do that?

How to Write a Killer Call to Action

Let’s look at some copywriting tips that you can easily apply to improve your advertising efforts on Facebook and Instagram.

Tip #1: Use strong, actionable verbs

Your CTA has to be strong, clear, and concise. When you’re writing ad copy, you’ll only have a few words to create a message, promote your product or service, and direct attention to a specific action.

Actionable verbs tell your audience exactly what they need to do, such as, download, click, sign up, buy, order, and so on. Tell your audience exactly what you want them to do quickly and briefly.

(Don’t forget, these words are perfect for actionable buttons but they should also be included in other areas, such as the description section of your Instagram ad or throughout your Facebook video ads.)

Tip #2: Give motivation to click

Always include a value proposition or unique selling point (USP). In other words, what’s in it for them?

Your USP is going to be an influential part of acquiring new leads and generating more sales. It’s a great way to generate more clicks when you promote your offers.

Examples of this could include a discount for your product or getting something for free (i.e. shipping).

Tip #3: Be creative

In a moment, you’ll see some incredible call to actions being used by popular brands. Before you do, don’t be afraid to be creative with your writing.

You should already know which call to actions drive the most engagement to your business, however, mix it up. Keep your ad copy fresh and exciting and see which new words create more traffic to your offers.

Instead of…Try something like…
Buy today!Buy today before everything’s gone!
Subscribe nowSubscribe before your competitors do
Call us for more informationDon’t be shy! We’re just a phone call away!

Call to Action Examples

To really understand the key to a good call to action, sometimes learning from others is the best place to find inspiration.

Let’s look at some of the best call to action examples.

#1 – Iterable

Here’s a great example of giving value to an audience

Iterable gives their audience a good reason to download their report: learn from the top 100 e-commerce marketers. They also give a quick description of what’s inside their report (i.e. email strategies).

Using copy like this gives people who see it a convincing reason to download the book while in exchange for an email. This is a great tactic for increasing conversions for your email list which you can use for your email marketing strategies.

#2 – Neil Patel

Neil Patel’s ad tackles the problem head-on

 Neil Patel is an online entrepreneur with a number of different successful companies. As you browse through the copy in this ad, you can see a few powerful elements used.

First, the content in the description covers the “why you should sign up” by addressing problems faced by their audience: low traffic and low conversions.

Second, he uses a compelling value proposition. When you sign up for the webinar, you also get a free 23-step framework.

Third, the message makes it clear what you’re going to get out of the webinar. You’ll become a master at customer acquisition.

Try writing some of your Facebook Ads like this and measure the results.

#3 – E-Gmat

Know your audience’s needs

 The call to action used in e-GMAT’s Facebook Ad is a brilliant way to overcome the limited CTA word choice found on the ad itself (i.e. Learn More).

You can see, the ad focuses on the problems their audience experience: getting a low score. In this ad, they use a real example with a specific score to connect with their audience.

Try writing your next call to action like this. If e-GMAT can do it, so can you!

#4 – Udemy

Emphasize your deals and discounts

Udemy offers online courses and has ads running quite frequently for discounted courses. This ad makes the call to action enticing because of the 50% which is emphasized in the description and shown in large font on the image.

#5 – Design Pickle

Connect the message to the action

DesignPickle uses all different kinds of ads to attract new subscribers to their business. This ad example gives a great example of how to connect your business message with your call to action.

#6 – The New York Times

Make small adjustments to the standard CTA

The New York Times uses some of the shortest, simplest text for their Instagram Ad call to actions. Their image emphasizes how much you have to pay for their subscription, a single buck.

Best of all, they use the same CTA as the Instagram button and add just a little more emphasis on “and save”.

#7 – Freeletics

Try new ways to write your call to actions

Here’s an example of using a strong call to action in an Instagram Video Ad. Freeletics turns the standard “Start Now” CTA into a more relevant CTA related to their service “Start Training Now”.

Also, take a look at the phrases you leading up to the app download CTA. They use short descriptive text to connect with their target audience: “Get Fit” and “Achieve Your Resolution”.

(This as was obviously released shortly after January 1st.)

Looking for a better way to convert your audience? Start a conversion focused journey — we can help you take them there

Instagram Sponsored Posts

By | Instagram Ads, Marketing | No Comments

Are you trying to promote your products and services using Instagram Sponsored Posts?

With more than 500 million users engaged daily on the platform, you’ll be able to accurately target and convert new customers to your business.

How can this be true?

Around 60% of Instagram users discover new products and 200 million users are visiting business profiles every day.

Source: Instagram Business

 

In this article, you will learn everything you need to know about Instagram Sponsored Posts:

  • Getting Started with Instagram Sponsored Posts at Your Business
  • Instagram Sponsored Posts vs. Instagram Ads
  • Step-by-Step Tutorial for Creating Instagram Sponsored Posts
  • Use Data to Generate Emotion with Your Audience
  • Tips to Help You Succeed with Your Instagram Account

Getting Started with Instagram Sponsored Posts at Your Business

Instagram Sponsored Posts are the organic posts on your platform you pay to promote to your audience and new audiences.

This is different from creating an Instagram Ad, which involves an entirely different strategy to create and target prospective customers.

The primary focus of Instagram Sponsored Posts is: engagement.

 

Why Use Instagram Sponsored Posts?

If engagement is the primary purpose, you might be wondering how this would benefit you and your business. Often, getting likes and comments are a vanity metric that may not lead to any real conversions.

The ultimate goal of engagement is to have your business shown to more users.

When you start promoting your posts, you’ll get to choose from a limited range of demographics (i.e. Age, Location, Interests). Once published, your posts will show only on Instagram and leads to the URL of your call to action.

 

Instagram Sponsored Posts vs. Instagram Ads

If you are using the traditional ad system provided by Instagram, you may be wondering whether Instagram Sponsored Posts will be worth the money.

Well, Instagram Ads have their place. They are non-intrusive and less likely to annoy your target audience. When you create your ad campaign, your success is measured on awareness, reach and recall instead of follower counts, likes or comments. Also, Instagram is known to have some of the highest engagement across all advertising platforms and yields the best ROI.

If you’re new to Instagram advertising, you may want to consider signing up for an online course to you figure it all out.

 

These are examples of Instagram Ads

With promoted posts, you can create links and action buttons on the content that is performing well on your account.

You may not have the ability to retarget with Instagram sponsored posts, but you can target general audiences in a specific niche. This is perfect to share more high-performing content with a new audience. When you reach a new audience, you’ll have more people discovering your business.

Having the ability to increase engagement with your account (i.e. increasing followers, likes, and comments), leads to a higher likelihood that they will buy your products and services.

The only challenge is measuring the returns for your sponsored posts. Even though more people are seeing your posts, it doesn’t exactly mean that they are interested in your business. They may have stopped for a moment to like a nice picture or simply enjoyed the content and that’s all.

 

Best Case Scenarios for Using Instagram Sponsored Posts

  • Promote already successful content to reach a wider audience and engagement with new users similar to your current followers
  • Increase brand awareness and business visibility
  • Promote posts with items that can be purchased (remember, you can tag your products in the image allowing users to click and go straight to the product page for a fast check out)
  • Nurture relationships with prospective customers by keeping your posts fresh in their feed
  • Increase an organic post’s social likes and shares to achieve high engagement ratings that will catch your more users’ eyes.

 

Step-by-Step Tutorial for Creating Instagram Sponsored Posts

You can promote any of your Instagram posts directly from the app. To do so, here’s a quick step-by-step tutorial to start creating your own Instagram Sponsored Posts:

1. Choose a post and click on the “Promote” button.

 

2.  If prompted, give Instagram access to your Facebook Ad account.

3. Choose where you want to send people:

 

4. Select your target audience or let Instagram’s algorithms  do it for you (i.e. Automatic)

5. Determine the amount you will spend on your sponsored post (you can spend up to $1000 daily for a maximum of 30 days).

6. Review details and create your promotion.

 

Use Data to Generate Emotion with Your Audience

You can make objective conclusions on the performance of your Instagram Sponsored Posts by measuring the amount of engagement (i.e. Likes and Comments) your posts generate.

This is a quick way to verify that your posts are actually connecting with your target audience. However, try to remember that this is just a vanity metric and you always should dig deeper into your data to determine which posts are actually driving real conversions for your business.

 

Analyzing Content Performance

To check which posts are receiving the most engagement, follow these steps:

  1. Go to your Instagram Profile page.
  2. Click on the settings menu in the top right corner.
  3. Click on “Insights”
  4. Go to “Content”

Here, you’ll see how all your posts are performing and the number of people they reach.

Alternatively, you can view insights for individual posts by selection “View Insights”. Here you’ll see the following metrics:

  • Total Likes
  • Total Comments
  • Total Shares
  • Total Saved
  • # of accounts reached + % of people who weren’t following you
  • Total impressions (i.e. From Home, Profile, Location, etc.)

 

Understand Your Audience

If you switch to the “Audience” tab within your insights settings, you will be able to see your total followers as well as the following metrics:

  • Top locations
  • Age range
  • Gender
  • Time your followers were online (by Day & Hours)

As your posts begin to reach a wider audience and you start to see improved engagement leading to real conversions, this information can help you hone in more accurately on your ideal audience.

 

Tips to Help You Succeed with Your Instagram Account

  1. Improve your results by tweaking what already works then test it all again. Where are you getting the most clicks? Figure out why that post did so well and try to replicate it with future posts.
  2. Test multiple posts at the same time. If you can set up multiple sponsored posts, see which one performs better to get a better understanding of the kind of content your audience enjoys.
  3. Let your sponsored post run for the entire duration so you can get accurate insights to make better decisions.
  4. When you find something that works, don’t be afraid to spend more money. If you discover a sponsored posts that driving more traffic to your desired goal while seeing more conversions, increase your total spend to grow sales and followers fast.

 

Do you want to take your customers on a conversion focused journey? At Voy Media, we focus on getting a direct response and customer acquisition for e-commerce, lead gen campaigns, and mobile strategies. Contact us to learn how we can help you increase your online revenue and increase conversions.

Growth Hacking Books

By | Marketing, SEO | One Comment

If you’re doing any kind of online marketing, Growth Hacking is a quick and effective way to acquire as many customers as possible while spending as little as possible. And, the best way to learn these tricks is by reading the “been there, done that” stories from popular Growth Hacking books.

There’s a lot of knowledge on the internet and sometimes it can feel overwhelming to choose which content or what books you should be reading. In this article, we’ll take a look at some of the most popular and trending Growth Hacking books so you can give your business a new edge online.

 

What is Growth Hacking?

Before suggesting some books you should read, let’s dive a little deeper into the concept of Growth Hacking.

Growth Hacking is a marketing approach that involves a lot of experimentation. Its a method of growing your business ridiculous fast by acquiring an exponential amount of users, subscribers, or traffic which convert into real dollars.

The key to successful Growth Hacking is to identify which areas of your business you can improve upon and scale right away to get the highest returns possible. However, all marketing techniques must be able to measure your experimentations and creativity in order to actually accomplish your goals.

Now, as you read through this list of Growth Hacking books, remember to think critically as to how you can implement the skills and ideas into your business. You may read case studies which worked for some authors (which may be the reason why the published their book in the first place) but not for you.

Never assume that because one method worked for them that its gotta work for you. Test. Re-test. Then, test again!

 

Recommended Growth Hacking Books

[ READ THIS BOOK  ]

 

#1. Growth Hacker Marketing by Ryan Holiday

Ryan Holiday has a track record in digital marketing that’s led to his current success and online fame. He was the marketing director for American Apparel, founder of his creative agency Brass Check, and his worked with top-level clients, such as Google, Tony Robbins, The Huffington Post, and more.

Growth Hacker Marketing takes you on a journey through concepts that have built billion dollar companies like Hotmail, Airbnb, Facebook, and Dropbox. Get this book for a look at the bigger picture of viral marketing and creating a trending business from scratch.

 

[ READ THIS BOOK  ]

 

#2. Hooked: How to Build Habit-Forming Products by Nir Eyal (with Ryan Hoover)

If you’re looking for a method to get your prospective customers “hooked” on your products, give this book a read.

Nir Eyal and Ryan Hoover reveal how successful companies create products people can’t resist. You’ll also learn a 4-step process to create a “hook-cycle” to bring your customers back to your products again and again:

4-Step Hook Cycle:

  • Trigger: What internal trigger is the product addressing or what external trigger gets the user to the product?
  • Action: What is the simplest behavior in anticipation of reward?
  • Reward: Is the reward fulfilling, yet leaves the user wanting more?
  • Investment: What ‘bit of work’ is done to increase the likelihood of returning?

 

[ READ THIS BOOK ]

 

#3. Contagious: Why Things Catch On by Jonah Berger

This Growth Hacking book was quickly claimed the New York Times bestseller and dubbed Best Marketing Book of 2014 by the American Marketing Association. It’s a must read if you want to understand what makes some brands, business, and content get shared, liked, and forwarded more frequently than others.

Throughout the book, you’ll learn specific skills and actionable techniques to help you design better messages, advertisements, and content that people will want to share.

 

[ READ THIS BOOK ]

 

#4. Traction: How Any Startup Can Achieve Explosive Customer Growth by Gabriel Weinberg and Justin Mares

Here’s a Growth Hacking book dedicated to startups and new businesses looking for that competitive edge from the get-go.

Focusing solely on how to consistently grow and acquire new customers, this Growth Hacking book teaches you the fundamentals of building your customer base fast.

Once you gain traction, you’ll soon see your business traveling down the right path.

 

[ READ THIS BOOK ]

 

#5. Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal by Geoffery Colon

Let’s be honest, there’s an incredible amount of competition in every niche, every field, and every industry. The only way to get your business to stand out and succeed is by disrupting the markets and rising to the top.

Disruptive marketing zooms in on social media and how it affects behavior. It reexamines marketing to help you push boundaries, escape traditional marketing traps, and think beyond the box to make your business take the world by storm.

 

[ READ THIS BOOK ]

 

#6. Explosive Growth: A Few Things I Learned While Growing My Startup To 100 Million Users & Losing $78 Million by Cliff Lerner

Cliff Lerner is an entrepreneur with a heart-breaking business story. He started an online dating platform called Snap Interactive and discovered how Facebook could boost his business to 100,000 new users each day, for free.

Here is a real-world story revealing the success and failure of an entrepreneur who enjoyed explosive growth and how to handle the loss of $78 million dollars.

 

 

Want to take your customers on a conversion focused journey? Get in touch with us and we’ll show you how to “growth hack” your business and bring it to the next level — start your journey

Best Facebook Ads Courses

By | Facebook Ads | 3 Comments

Facebook is a powerful social media tool that allows you to promote your business and take your prospective customers on a conversion focused journey. In this article, let’s take a look at the best Facebook Ads Courses so you can learn how to get the most out of your advertising budget.

 

 

#1 – Facebook Blueprint eLearning

Cost:                            FREE

Time Needed:             15 – 55 mins per course

Cert. Available:            Yes (US$ 150)

If you really want to understand the fundamentals of Facebook Ads, enroll yourself into Facebook Blueprint eLearning. This Facebook Ads Course will take you through everything you need to know to get started on the platform.

Not only will you learn how to create ad campaigns for Facebook, but also learn how to use Instagram Ads to reach a wider audience.

Also, if you’re a Facebook Advertising Agency, you can work through the courses to attain verified credentials. The courses will walk you through advanced-level proficiency with Facebook Ads and costs US$ 150 to take the exam. If you pass, you’ll have a certified badge you can add to your website and marketing materials.

For the regular Facebook Ads Courses, these are completely free for anyone.

Available Facebook Ads Courses:

 

 

#2 – The Complete Facebooks Ads Course – Beginner to Advanced by Udemy

Cost:                            $199.99 $11.99

Time Needed:             6+ hours

Cert. Available:            Yes

Udemy is a popular online learning platform with courses covering a variety of topics. Their Facebook Ads Course is focused on helping you master Facebook Marketing Strategy, Facebook Ad Retargeting, Remarketing, and much more.

During their promotional period, you can enroll in this course for as little as $11.99 (regular price $199.99). The entire course includes:

  • 6 hours on-demand video
  • 2 articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion

Udemy’s process involved comprehensive learning modules with quizzed and tasks to help you learn the material and integrate them into your Facebook Ad strategy.

If you’re an entrepreneur, blogger, or small business owner, this is a course most suitable for you.

What You’ll Learn in Udemy’s Facebook Ads Course:

  • Set up your first campaign A-Z
  • Avoid common mistakes that cost beginners a fortune
  • Create a Facebook Sales Funnel
  • Include discount coupons with Offer Ads
  • Find out what ads perform best with Split Tests
  • Advertising on Instagram
  • Generate leads in two taps with Lead Ads
  • Target website visitors, Facebook fans or email subscribers Custom Audiences
  • Target people who are like your existing customers with Lookalike Audience
  • Drive Ecommerce Sales with Dynamic Ads & Collection Ads
  • Grow Your App with App Install & Engagement Ads
  • Track Conversions With the Facebook Pixel
  • Bring Your Business to Life with Video Ads
  • Bulk Manage Campaigns with Power Editor
  • Manage Roles & Permissions in Business Manager
  • Start a Facebook Ads Business

 

 

#3 – Free Facebook Ads Course by Galileo Univerity

Cost:                            $199.99 $11.99

Time Needed:             6+ hours

Cert. Available:            Yes ($49)

If you’re looking for a University accredited Facebook Ads Course, check out Galileo University. They offer a comprehensive approach toward creating an effective advertising campaign, understanding Audience Insights, Facebook’s Pixels, developing and analyzing A/B tests, and more.

There are two requirements before you can enroll in this course. You will need:

  1. Facebook Fan / Business Page
  2. Facebook Advertising Account

After you register for the course using your email, you will have access to the dashboard. The course will be available at the scheduled time throughout the semester.

 

What You’ll Learn from Galileo University’s Facebook Ads Course:

  • Create ads on Facebook Ads effectively.
  • Develop an advertising campaign on Facebook.
  • Find your target audience (segmentation) with Facebook tools for companies.
  • Segment your audience to generate relevant content.
  • Create strategies to obtain a considerable amount of likes in your Fan Page.
  • Generate potential customers and increase sales through advertising on Facebook.
  • Establish a brand’s web positioning on Facebook.
  • Management of advertising and marketing on Facebook.
  • Interpret advertising statistics on social networks and generate results reports.

 

 

#4 – Facebook Advertising Training Course by eMarketeers

Cost:                            £495.00

Time Needed:             1 day

Cert. Available:            Yes (Attendance Certification)

Looking for a Facebook Ads Course to be delivered in-person? The Facebook Advertising Training Course offered by eMarketeers is a full day course providing you with hands-on experience for improving your Facebook Ad Campaigns.

The course is designed to give you and/or your advertising team the in-house training to effectively set up your own Facebook Ads campaign.

Upon completion, you’ll receive digital copies of the course for future reference and 4 weeks of online support after the course is completed.

What You’ll Learn in eMarketeers’ Facebook Ads Course:

  • Understand how to strategically plan your Facebook campaigns
  • Consider your Facebook ads campaign and brief an agency/developer
  • Create, develop and manage successful Facebook ads
  • Understand your Facebook advertising options and challenges
  • Monitor and measure your Facebook campaign performance

 

Other Resources to Learn Facebook Ads

There are many Facebook Ads Courses to help you improve your Facebook advertising efforts. To finish off this list, here are some of our resources revealing in-house strategies, ideas, and methods to help take your customers on a conversion focused journey:

  1. Facebook Ad Design
  2. Facebook Video Ad Examples
  3. Facebook Ad Templates
  4. Instagram Ad Ideas
  5. Instagram Ad Costs
  6. Instagram Ad Specs & Sizing for 2019

 

Need immediate assistance with your Facebook advertising campaign? Send us a message and we’ll get in touch with ways we can help.

Best Email Subject Lines

By | Marketing | 2 Comments

Do you want to see more people opening your emails? To do so, you’ll need to use email subject lines subscribers just can’t resist.

Whether you’re an email marketer or someone emailing on behalf of a business, you don’t want your emails to be ignored. If you want to improve your email open rates, take a look at some great examples of the best email subject lines and use this for inspiration to write your own.

 

28 of the Best Email Subject Lines for Your Inspiration

1. We Miss You, And Wanted To Show You What You’ve Missed

Sender: Indiegogo

Indiegogo is a crowdsourcing platform helping thousands of people find funding for their projects, start-ups, and social initiatives. Whether you become a member of the platform or subscribe to their newsletter, this subject line is a brilliant way to target subscribers that have been on the platform for a long time.

This email subject line taps into the principle of the fear of missing out (FOMO). You can use this element of fear in your email subject line by including urgency (i.e. limited time) or scarcity (i.e. limited availability).

 

More examples of email subject lines using FOMO:

2. Uh-oh, your prescription is expiring (Sender: Warby Parker)

3. Tonight Only: A Denim Lover’s dream (Sender: Guess)

4.Want to be a better copywriter? Open this before midnight. (Sender: Digital Marketer)

5. [FINAL NOTICE] Your $800 Discount Expires Now…  (Sender: Noble Samurai)

6. Your Late Nights Could Become Your Dream Job

Sender: Freelancer.com

If you know your audience as much as Freelancer knows theirs, you’ll be able to create some direct subject lines that connect with their situation. This email subject line delivers the right amount of curiosity for night owls to click to see how they can spend their late night hours making money.

Spark curiosity with your subscribers by asking questions, sharing information, and make promises which you can deliver. If you can tap into the “human side” of your subscribers by sharing a glimpse into your real world, it’s a great way to generate more email opens.

 

Here are a few more of the best email subject lines using curiosity to get more emails opened:

7. I just got back from the Philippines and wanted to share this with you. – (Sender: Love146)

8. The New Year’s Celebration On Us! (Sender: ClickBank)

9. 0 to XM leads 🤯 (Sender: Wilco De Krieg)

10. *Don’t Open This Email* (Sender: Manicube)

11. You’ve got my keynotes. How about the real thing? (Sender: Digital Marketer)

12. Expect the world from us. It’s not too much 😉

Sender: WealthyAffiliate

Does your email subject lines make your subscribers’ smile? This is a good example of using humor and wit to create an impression that sparks new interest with your subscriber list.

Creating these one-liners may take a bit of practice. However, if you can tickle your subscribers’ funny bone, you’ll definitely stand out amongst all the boring emails with subject lines like “We haven’t heard from you in a while” or “We just wanted to follow up.”

 

More examples of email subject lines using humor:

13. Need a day at the beach? Just scratch n’ sniff your way to paradise… (Sender: Travelocity)

14. Pairs nicely with spreadsheets (Sender: Warby Parker)

15. NEW! Vacation on Mars (Sender: Gozengo)

16. Building a brand by empowering its end users 💪

Sender: Help Scout

Do you see what makes this email subject line stand out? Aside from the information they promise to provide in the email subject, there’s one characteristic that makes this email unique.

Emojis. A sure way of capturing your subscriber’s interest is to create contrast in their inbox by adding a colorful emoji to make it pop.

 

Take a look at the best email subject lines using emojis:

17.  ⏰ 1-DAY SALE: Hurry before time runs out! (Sender: Staples)

18.  Can you believe these stunning beaches really exist?! 😎 (Sender: TripAdvisor)

19. [Freebies] Your Future is Revealed 🔮…  (Sender: EnvatoMarket)

20.  🔵 Carry on being awesome in the new year … (Sender: eBay)

21.  🌠 Flash sale! Save on Ideapads for 2 days only! (Sender: Lenovo)

22. Your 2018 Year in Review 🚀 (Sender: Todoist)

23. [NAME], you have a new suggested connection to review

Sender: LinkedIn

What better way to connect with your subscribers’ than by inserting their real name into the subject line. LinkedIn is constantly sending updates whenever you have a new connection or potential connection. If you’re a member on the platform, you’ve likely seen these emails quite frequently.

Try adding the first name to your next email subject line. It’s always a nice, friendly touch when a business remembers people’s names.

 

More email subject line examples using first names:

24. [NAME], create a post for people visiting [“Your Facebook Page Name”] (Sender: Facebook Business)

25. Sorry to see you go, [NAME] (Sender: GoDaddy)

26. [NAME], 14 new jobs for you (Sender: Upwork)

27. [NAME], keep us in the loop (Sender: TeachAway)

28. Hey [NAME], why not use Sunday to decide your next holiday? (Sender: Booking.com)

 

Tips to Help You Create the Best Email Subject Lines

Now that you’ve seen some example of the best email subject lines, let’s wrap this up with a few tips so you can create your own:

  1. Be direct and concise
  2. Deliver on your promises
  3. Use the “fear of missing out”
  4. Inspire curiosity
  5. Ask a question
  6. Use colorful emojis
  7. Urge your subscribers’ – emphasize your deals and last minute offers
  8. Be original, don’t be afraid to test your ideas and creativity!

 

If you have any questions about creating better email subject lines or you want to share a few great emails that you found, please send us a message. We’re here to help take your customers on a conversion focused journey!

The Importance Of Copyright For Businesses

By | Marketing | One Comment

Having extensive knowledge of copyright and intellectual property law has become an essential part of running a business. The many products you will use are protected by several different kinds of laws. Among these are examples like trade secret, patent, trademark, and copyright laws. Real property laws are pretty straightforward, while intellectual property laws have some unique twists. As a business, you will often use the works of others, so you have to make sure you’re doing it legally. Without clear knowledge of copyright law, a content creator could go after you with a legal case. The creative works of your company have to be protected as well, so you wouldn’t have to waste time on the other side of those legal troubles. Here are some of the basics when it comes to protecting your IP and acquiring rights to the work of others.

1. What does it protect?

Copyright protects creative expression that is in a tangible form. If the content you created has been written down or recorded, you can consider it copyrighted most of the time. There are countless things that copyright supports, including books, movies, photographs, songs, etc. Even blogs are included in this list. If you’re wondering how low the bar for creativity is, you needn’t worry. Anything more creative than a grocery list or phonebook will do. Still, there are limits to copyright protection.

Some things aren’t so easily copyrighted. You can’t protect abstract ideas. Copyright law doesn’t cover ideas and concepts, just things as they were written. Things like names, numbers and titles also aren’t covered. Making up the name of a character in your book doesn’t protect it, it’s up for grabs. Even if you are allowed to protect some part of your work, there is also a time limit involved. As great as it is, even copyright runs its course. After the copyright expires, it becomes part of the public domain. Content that is in the public domain becomes free to use by anyone.

2. How do you copyright your work?

Copyright protection is granted the moment your pen leaves the paper, so to speak. Once you’ve created your work, it’s automatically copyright protected. If you snapped that selfie, it’s yours for good. If a group of people work on the same project, it’s automatically shared between that same group, unless stated otherwise in an agreement.

Copyright offices grant you the ability to register your copyright but it isn’t necessary in order to receive copyright protection. Registration serves a different function. Benefits like statutory damages and payment for legal fees are included when registering. These exist in case you ever need to go to court to protect your copyright. Copyright disputes can cost quite a bit. A copyright symbol is great, but it’s not a necessity. You don’t have to put it next to your work. Though, it can be a great way to signal to others that they aren’t allowed to use it.

3. When should you register?

While it isn’t completely necessary, registering your copyright can come in handy if you are working on something with a lot of commercial value. If lots of people try taking your content, the legal fees can accumulate. It’s not exactly easy to find a lawyer that can help you protect your work on short notice. With registering your copyright, it becomes a breeze since one is provided to you.

Some lawyers might consider taking your case on contingency. This means that they will work pro-bono until you win, and then they will take a certain cut of the winnings. It’s a bit of a risk for the attorney, so willing ones are few and far between. You might be the type that makes content every single day and this could pose a problem when copyrighting. How do you decide what to register? A YouTube content creator won’t copyright every single video they have. Think practical.

4. Can you register it alone?

We’ve established that registering can be done, but you might be wondering how difficult it is to actually do it. There are legal experts available that can assist you, but it might not be necessary to hire help. In many cases, you can register your copyright on your own. Places like the Copyright Office even have online registration forms. It’s a much more convenient way to register a copyright. You don’t have to appear in person, and you mitigate some of the cost. Instead of filling in forms on paper, you are greeted with several screens that ask you some important questions regarding your content.

Some kinds of content might require some outside help. If, for example, you’re taking part in the creation of some music, the lines get a bit blurry. Sometimes there are dozens of people working on the same song. Everyone from the writers to the individuals playing instruments has to be credited. Not to mention the mixing and mastering that is done afterwards. For projects like these, it might be wise to set things straight with the assistance of a legal expert, as it can get quite complicated.

5. The duration of copyright

Copyright is a convenient way to protect your content from being stolen and used by others for profit. However, it doesn’t last indefinitely. The laws in place exist to protect the creator from losing potential profit. After the creator has passed, there is very little incentive for the law to cover his or her work. Still, content copyright lasts for about seventy years after the passing of the creator.

Copyright laws have been changed numerous times, and this affects content that was created in the past. If your work was created before 1978, different laws apply to it. You can expect that the copyright will run out sooner the older the content is.

6. Rights of a copyright owner

Other than giving you protection for your work, copyright also offers you several rights when it comes to content you created. Six exclusive rights are granted. For starters, you can make any number of copies of your work. You possess a derivative work right, which means you can prepare any new material or new adaptations of your work. You are allowed to publicly distribute your work as you please. If the copyrighted content is a play, you can perform it publicly. You can also display your work if it is a visual form of art. Last, but not least, your sound recordings can be played digitally, on the radio or the internet.

All of these rights can only be exercised by the copyright owner, and people he or she has licensed their work to. You must keep in mind that the creator of the content might not be the copyright holder in every case. Sometimes, film studios or record labels have exclusive rights to the content of their workers.

Conclusion

Savvy business owners recognize why it is important to take care of intellectual property. How you use it can make or break your business venture in the courtroom. As a rule of thumb, using tiny snippets of someone else’s work in a non-competitive way won’t necessarily lead to legal action. If you’re trying to benefit the public, there is some leeway. Taking works and using them for commercial gain is where things get tricky. If you aren’t familiar with copyright laws this can harm your business. It’s hard to keep all that knowledge in one place if you aren’t a legal expert, so try to brush up on it once in a while.

 

 

Author Bio: David Koller is a passionate blogger and copywriter for Media Gurus, mainly interested in SEO and Digital Marketing.

Social Media Engagement Tactics You Should Try in 2019

By | Marketing, Social Media | No Comments

Marketing specialists admit that brand-oriented promotion strategy which doesn’t include social media marketing can’t be called complete. However, the rapid development of technologies, quick changing trends and innovations demand adjustment and the search for new ways of engaging users. We took a look at some recent trends and compiled a few tips for everyone who wants to develop their marketing strategy in the social media sphere in 2019.

  1. Learn from your content
  2. Ask questions
  3. Create contests and giveaways
  4. Start creating video content
  5. Make the most of stories

 

1. Learn From Your Content

You probably have already posted something on your brand social media accounts. Look at your posts objectively and ask yourself the following questions:

  • Are my promotion campaigns on social media effective?
  • What are my best-performing posts?
  • What are the similarities between them?
  • What did my audience like about them?
  • How can I create more valuable and shared posts?
  • What are my competitors’ strategies? What do my competitors post?
  • How can I use the experience of successful accounts for my posts?

While many companies tend to create more and more similar publications, social media marketers with great experience advise you to experiment and track the statistics of each post in order to develop the “formula” of successful content?

Source: RawStory

Measure your success

But how can you tell if your content is successful? Let’s take a look at the main data you should pay attention to while analyzing your social media content:

  • ROI (return of investment) is the most common ratio for measuring the profitability of your marketing campaigns.

ROI = benefit (return)/costs (expenses).

  • Shares and likes — the easiest way to understand if you’re doing everything right is to look at the likes and shares of your posts. You can track them in your account statistics and compare statistics for every week, month and year.
  • Followers is one more obvious metric that shows the number of people who have followed you in a certain period of time. You can also see the demographic scale of your audience, their location, as well as the days of the week and time when they are the most active.
  • Organic/paid results — you can see how many people you get in this period of time from paid campaigns (pay-per-click) and how many people came from your organic search.

The more attention you pay to more popular posts which are shared more than the others, the more wise you becoming in targeting the kind of content your audience desires. Pay attention to the content your competitors publish and how you can develop your content strategy around their experiences.

 

2. Ask Questions

Communication with your followers is an essential part of any marketing strategy. But in social media marketing, it has a much more crucial role than anywhere else, as platforms themselves imply direct communication.

Source: SproutSocial

So, many big companies try to bring communication with their prospective customers to the next level by engaging them with open dialogue. One of the ways to do that is by provoking a frank discussion, or any other form of conversation.

For example, you could ask people:

  • To share a personal opinion
  • To take participation in a survey
  • To share personal experience
  • To vote for one of the provided options
  • To rate a product or service
  • To leave a review
  • To share content

Many companies and bloggers successfully use each of these practices. Not only do they help to communicate with individuals, but they also help to gather data and opinions, while improving support service and establishing trust.

For example, if you were to ask your customers to send you photos of food they have eaten in your restaurant, you might receive:

  • An engaging boost
  • A product review
  • A personal opinion
  • A boost of shares
  • Trustworthy content for people who have yet to visit your restaurant
  • Fresh content, ready for you to post on your page

A quick tip:

Sinthia Pirstein, Social Media Marketer of EssayTigers, shares a quick tip:

“It’s not only important WHAT you post but also WHEN and HOW OFTEN. Different social platforms can provide you with information about the time your users are the most active. By experimenting with a posting frequency, you can find your own “sweet spot” — the number of posts per day or week.”

It’s an easy and quick tip but it helps to understand how you might provide more valuable content for your users.

 

3. Create Contests and Giveaways

Engagement is often tightly connected with incentives. Offering to give something back shows that you not only view your customers as customers, but as people, whose opinions you value. This is a tactic that a lot of marketers count use to effectively generate leads.

Source: Bitly

Interest in your content might be not enough to improve engagement. A lot of people follow their favorite brands on social media, but never leave comments or share their posts. To engage more followers, companies hold giveaways and contests. Users who take participation in these events can get:

  • Discounts
  • Coupons
  • Certificates
  • Free samples
  • Catalogs
  • Products
  • Services
  • Meetings with favorite influencers
  • Tickets or invitations to certain events

When you start a new campaign, it’s useful to set up your goals and expectations which can later be compared to received results. You should also calculate the ROI of each campaign to understand if the campaign was successful and brought you a significant outcome — a boost of ranking, conversion or sales.

 

4. Start Creating Video Content

The rhythm of our lives in the modern world goes faster every year. People consume more information and use innovative tools that imply the trends changing. Today, magazines and newspapers have been replaced by cell-phones and tablets, and users need your information to be laconic and easy to perceive.

Videos invade different platforms. For example, Instagram, as an image posting platform, is slowly moving towards almost nothing but video content. As times goes by, more and more platforms adapt to allow video posting, live-streaming, and video-calling.

Source: Blue Corona

Trends dictate their rules and one needs to adjust to an alternating world. Don’t be left behind — start working on video content which includes:

  • “Behind the scenes” of your brand
  • Live-streams and conversations with your followers
  • “How-to” educational videos
  • Product reviews and unboxing
  • “How it is made” videos
  • Announcements and contest results
  • New product presentations
  • Product ads along with job ads

Make videos short and mind whatever platform you create these videos for. For example, you can post a short 0.5, 1-minute long video on Instagram and include a link to a full-length video on YouTube. This way you can create content for different channels and embrace different categories of social media users.

A quick tip: Consider adding subtitles, as a lot of videos are watched on mute mode.

 

5. Make the Most of Stories

Stories are one of the most increasingly developing features of many social media platforms. They are short, informative and easy to keep up with. It’s not surprising that many companies love this feature and use it for brand promotion.

You can use stories for any marketing purpose, such as:

  • New product launches or announcements
  • Ads
  • News
  • Content generated by your followers
  • Your clients’ testimonials or images of products they bought from you

Use your imagination and creativity let your followers know how your brand can help them solve their problems.

 

Nowadays, it’s hard to call social media, solely platforms of communication. Most businesses today use platforms like: Facebook, Instagram, Twitter, etc. for business purposes and brand promotion. With three billion users all over the world, social media is an effective communication channel – highly capable of influencing any market.