Marketing Psychographics What It Is and Examples You Can Use

Marketing teams are always on the lookout for new ways to both customize and personalize their email marketing campaigns. Why? Because these methods help retain your subscriber’s attention.

To do this, you need to know who your subscribers are, why they’re interested in what you have to offer, and what personal solutions they’re looking for.

While many marketers already utilize a variety of demographics to help them create an ideal customer profile, there’s another method that marketing teams should be considering: marketing psychographics.

Defining marketing psychographics: How are they different from standard demographics?

Believe it or not, many marketing teams already include several marketing psychographics in their ideal customer profile without even realizing it; however, they’re often confused and categorized as demographics. So, before diving into marketing psychographics, it’s essential to know the difference between those and demographics.

  • Demographics: these are usually categorized as personal information of each subscriber. This information can include age, income, gender, etc. These help you to segment your emailing list. This ensures that your readers are only getting the most relevant information possible.
  • Psychographics: marketing psychographics work in the same manner. However, they’re more detailed than the basic segmentation categories. Instead, they dive into the habits, interests, values, and other preferences of your email subscribers.

 Difference between demographics and psychographics

Source: ConversionXL 

Marketing psychographics can help your marketing team define who your ideal customer is. This is done by asking important questions, such as:

  • Why? – Why is this person looking into fitness/nutrition?
  • What are their beliefs/values? – Why are they looking into my vegan nutrition options as opposed to my “traditional” plan?
  • How? – What solutions have they tried in the past?

Of course, these are only a few of the questions you may ask. However, you can see how these factors are considerably different from the standard demographic questions used to identify an ideal customer. Instead of the basic information, you want to consider taking this to the next level. This means getting to know their personal tastes, behaviors, and personality traits. A good example of marketing psychographics is a client questionnaire.

How to utilize marketing psychographics to create a detailed customer profile

Since marketing psychographics tend to include very personal customer information, many marketers are left scratching their heads. They aren’t always sure how to gather this information without coming off as intrusive.

The good news is that there are plenty of ways to get to know these intimate details without coming off as nosy.

Revising your current buyer personas

The first place you want to head to is your current buyer/customer personas. You should’ve defined your customer personas when you first built your marketing strategy. Having these personas on file will help give you a basic idea of who you’re trying to reach. From there, you want to start asking: how am I going to reach them?
The “how” should consider what the best way to appeal to each of your customers is. You want to consider their needs, including:

  • Emotional needs
  • Intellectual needs
  • Physical needs
  • Familial needs and more

These are all necessary for trying to find the best ways to present your solutions to potential customers. For instance, if you already know that your current demographics show your ideal customer is between the age of 25-35, you already know quite a few details. These individuals are considered busier and in need of “quick” and “simple” solutions that can be easily maintained with little effort. From a marketing psychographics standpoint, that would tell you that you’re looking at a customer who:

  • Values their time/time-saving solutions
  • Their lifestyle can be categorized as “on the go”
  • Their attitude is that the solution should be simple, yet effective

When trying to incorporate marketing psychographics into your customer profile, it’s essential that you start with the information that you already have. There’s plenty of research out there to aid in learning more about your current customer personas, so don’t feel like you have to start over from scratch.

 Millennials Identity, Priorities, and Outlook on Life

Source: Pew Research Center

Social media

Once you’ve taken time to evaluate your current buyer personas and you still feel like you don’t have enough information to utilize marketing psychographics in building an ideal customer profile, then you’ll want to turn to your social media and other analytics software.

Analytics can tell you quite a bit about your ideal customer by showing you who’s interacting with your current content and how. While this helps you create the best content to suit each person, it also gives you a more in-depth look into who your ideal customer is.

For example, Facebook’s insight tools can help you narrow down the most basic demographic information from your current audience members, such as their age and gender:

Facebook insights on demographics

Source: Hootsuite

It can also be helpful in identifying your target audience member’s general interest as well:

Customer insights on shared interests

Source: Hootsuite

By utilizing this information from your various analytics and insight sources, you can start to really build up your customers’ habits, lifestyles, and so much more. This will help you not only get to know them better and build up a more detailed customer profile, but will also help you create content that drives real action from them.

Customer feedback surveys

Now, if you still want to get to know more about your ideal customer and the previous two steps haven’t given you the in-depth answers you were looking for, then there’s no better source to turn to than your customers themselves.

Customer feedback surveys are an excellent way not only to ask for feedback to improve on your communications and products, but to get to know exactly who your ideal customer is. Now, where many marketers go wrong is thinking that these surveys must ask personal questions in order to give them any real information. That couldn’t be further from the truth. In fact, a simple product review could help you really get to know your ideal customer in several different ways.

For example, let’s take this customer feedback survey from Taylor Stitch:

 Customer Feedback Email

Source: Really Good Emails

From this survey alone, you can gather information on the style preferences of your customers, quality preferences, and so much more. Even better, this particular survey gives the customer a space to leave their own unique feedback, which can help you gather more personalized data without having to ask for it directly.

Now, if you’re concerned with sounding too nosy, you can always ask your customers to fill out a personal preference survey. This is an excellent idea for those who are looking to send the right content to each member of your customer list. One way to do this is by asking your current subscribers to “update” their email preferences.

Email Preferences Email Example

Source: Really Good Emails

This allows you to gather more personalized information without sounding nosy. Instead, you’re showing your customers that you care what they prefer and only want to deliver what they want to their inbox.

A/B testing

Once you’ve started gathering the information from the sources above, you need to start putting it to good use. However, you don’t want to start throwing new tactics into the mix without taking the time to test them out properly.

A/B testing is a great way to start testing out the psychographics you’ve started collecting. While the testing won’t necessarily give you more details on your customers, it’ll tell you how they’re reacting to your new methods before you fully implement them. For example, look at the two variations in the CTA in the email below:

CTA A/B Testing

Source: Campaign Monitor

We’ve got “read more” in the example on the right and “get the formulas” in the example to the left. Based on the result of the A/B test, we can learn a little more about how the ideal client thinks when presented with information on email subject lines.

Those who prefer the term “formula” may have a more analytic approach to their mindset, while those who choose “read more” may have a more inquisitive mindset. What does that tell us? Analytical mindsets are searching for solutions, while inquisitive minds are looking to expand their knowledge.

Wrap up

Each of the methods that we’ve talked about can and will help you gather marketing psychographic information from your current customers. When compiled and analyzed correctly, they can help you create a much more in-depth customer profile, which will result in you being able to address their specific needs on an entirely new level.

Remember, if you’re looking to gather more psychographic information on your clients, start with these methods:

  • Reevaluating current customer profiles
  • Social media insights/analytics
  • Customer feedback surveys
  • A/B testing

Curious how you can take your email marketing to new heights? Consider reading our modern guidebook to email marketing.

The post Marketing Psychographics What It Is and Examples You Can Use appeared first on Campaign Monitor.

How 4 Brands Released a Product During COVID-19

With the changes that come during a global pandemic like COVID-19, for many companies and marketers, it’s really difficult to know what business as usual should look like.

COVID-19 has caused organizations globally to reexamine and refocus everything—especially marketing strategy. Yet, as we begin to settle into a new normal, we must continue running our businesses—and that includes releasing new products and services.

So the question we ask is: How do you approach new product announcements in a time of crisis?

Having come across plenty of recent product launch announcements in our own inboxes, we rounded up the shining examples to give you some ideas, inspiration, and insight as you reconsider your approach to launching products during the COVID-19 pandemic.

It’s worth noting that not all launches will make sense at this time. While some companies have positioned their launches in a way that works well during this pandemic, it won’t make sense for all companies or products. It’s important to assess with your team whether a product launch will be received well during this time before moving forward.

VSCO launches new storytelling features to encourage connection.

Film and photo pundits around the world look to VSCO (Visual Supply Company) as one of the leading experts in composing, capturing, editing, and displaying visual imagery. It’s arguably most well known for the VSCO app, which has become a household name due to popular Instagram hashtags like #vscogirl.

In its product announcement on March 22, 2020, VSCO introduced its audience to a brand new feature, “Montage,” highlighting video composition and storytelling.

The unique aspect of the announcement: VSCO directly addressed the current environment, the challenges we’re facing as humans, and how its tools can help us overcome and connect. Here’s the email announcement:

newsletter from VSCO announcing their new Montage feature

While not appearing overly promotional of its platform’s ability to connect during a time of disconnection, VSCO brings users a light, hopeful message during a stressful and isolating experience. This empathetic message allows VSCO to announce its new product very subtly, as a visual tool which can be used to virtually overcome the challenge of connecting with others in an era of physical social distancing.

Finally, even though the announcement is primarily about the current state of the world, the email message provides readers with a call to action to try the new product, and see how they can connect with others.

Digiday broadcasts its values, challenges, and changes in the midst of COVID-19.

As a publisher in the advertising, retail, and fashion industries, Digiday puts forth its best foot with the use of a single word: “Adapt.” While the word reflects internal efforts at the company, it’s a sentiment that can be shared by everyone, across industries. It’s probably safe to say that Digiday’s entire audience has had to shift, alter, and adapt their respective business plans and strategies in the last 2-3 months.

The theme of adaptation influences the entire message, including the announcement of Digiday’s new website and membership services:

Digiday newsletter exploring the coronavirus landscape while announcing new site

What we loved about this email is the willingness of Digiday to share its own personal coronavirus journey to allow readers to feel connected by their own experiences. One could assume that this site launch was likely in development ahead of the pandemic, and despite current hardship, Digiday chose to move forward to better support its audience in a time of uncertainty.

The message is framed beautifully, showing Digiday’s care for its audience, acknowledging current challenges, and talking about how: 1) Digiday also has not been immune to these challenges, and 2) the new site is perfectly poised to equip its audience in these uncertain times.

Hardgraft respects its audience with the chance to pause.

While not exactly a product announcement, Hardgraft takes a moment to engage with its subscribe and give them the option to pause emails about upcoming products.

This is consistent with the other examples from an anthropological perspective—empathetic messages that take time to acknowledge how subscribers are feeling will serve your brand in the long run.

Though some might fear the business impact of extending an offer to pause emails, it’s a very simple way to show that a brand is thinking about its customers in a time where empathy is of the essence.

newsletter from hardgraft giving the option to pause emails

Nisolo supports its audience, gives free resources, and gently announces its newest arrival.

As an ecommerce brand focused on fair trade and living wages for all in its supply chain, Nisolo has always had a caring nature that shines through every message.

The standout aspect of this product announcement email is that it first focuses on the company’s subscribers and their emotional wellbeing. It’s not until later in the email that Nisolo announces its new slippers.

newsletter from nisolo that explores coronavirus landscape while launching their new slipper

Because a wall of text at the beginning might be a bit overwhelming to some, Nisolo nicely summarizes the sentiment and resulting resources into three quickly digestible graphics and links.

And one of the best parts of this email is at the bottom: This section is consistently reserved to focus on Nisolo’s mission, which is to create incredible products sustainably. The company altered this section to highlight how “No matter what is going on in the world, every Nisolo purchase guarantees living wages…” (emphasis added).

Even though this product has likely been in the works for a while, there is nothing canned or business as usual about this product launch. Nisolo approaches every sentence with care and consideration for its audience and the time we find ourselves in.

Wrap up

In the current coronavirus environment, it’s hard to see how launching a product can make sense for many brands. Given these great examples above, here are some key points to take away from the post:

  • Always think about your audience and customer first—what they’re going through, what their life is like, and how they’ll read your message.
  • Consider the level of focus put on your new product—is your message too self-serving? Is it inauthentic and not in alignment with the current environment? If yes to either or both, how can you pause or adjust?
  • Adapt your product offering, marketing language, and availability—think about how the product may be perceived in a vacuum, and ask your team if there are ways to pivot the launch.

See other timely marketing and email resources in our COVID-19 collection.

The post How 4 Brands Released a Product During COVID-19 appeared first on Campaign Monitor.

High-Converting Landing Page Examples From 2019 and 2020

Landing pages are one of the most effective ways to convert people to new customers.

They create legitimacy for your brand and encourage people to submit contact information they otherwise wouldn’t give you. If built correctly, they can be lucrative ways to improve your ROI.

Creating effective landing pages is a fine art, though. You need keen attention to clean detail and a strategy for collecting information. Before you start your next campaign, review these high-converting landing page examples from 2019 and 2020 to potentially boost your conversion rates.

What is a landing page?

Landing pages have a specific purpose: You want to collect email addresses or customer information in exchange for the expertise and insight you offer. You can use lead-capture forms or pop-ups to request information like email addresses, names, and interests.

With this information, you can more effectively target the right audience. And you can use this information to segment your email list, which can have a significant impact on your email performance metrics.

There are a few approaches to the type of content you can use in a landing page, including:

  • App downloads: whether you’re in the business of creating apps or just have one for your business, this is an effective way to drive new subscribers and downloads.
  • Community membership: encouraging discussion is a critical aspect of some businesses, and you can use a landing page to offer membership to your online community.
  • Course enrollment: it takes a lot of work to create courses and certifications, but you can increase your enrollment by using landing pages to collect student information.
  • eBooks or whitepapers: sometimes you might have more knowledge about a topic than a blog post warrants, so you can use a landing page to give people access to eBooks or whitepapers you write.
  • Email newsletters: while eBooks and whitepapers are great options, you can also use your blog content as a landing page to drive subscribers to your email newsletters.
  • Event registration: registering for an event almost always requires some contact information, which is why a landing page is almost necessary for a successful event.
  • Free trials: regardless of whether you offer products or services, you can use a landing page to collect information for product demos or free trial subscription offers.

The key thing about landing pages is that you want to offer something to your audience to encourage them to give you their information.

How can landing pages boost your marketing campaigns?

You don’t just want to create a landing page and let it sit. You need to share your landing pages to generate site visitors and interest in what you’re offering. That’s why you need to create an actual campaign around your landing page.

What impact does a landing page have on your marketing efforts, though? Landing pages can create real benefits for your business, like:

  • Lead generation: the number of landing pages you build is key. Increasing your site from 10 to 15 landing pages can increase the number of leads you get by 55%. Having 30 or more pages can give you seven times the leads as having fewer than 10 landing pages.
  • Conversion rates: while the average conversion rates for landing pages in all industries is 2.35%, you can improve conversions by 300% by correctly targeting and testing your landing pages. Multiple offers, however, can decrease those conversions by 266%, so build simple pages.
  • Return on investment: The right marketing tools are crucial to an effective landing page campaign. Using a conversion rate optimization tool can yield an average increase of 223% in a company’s marketing performance.

Building effective landing pages is a critical component of every marketer’s strategy. They generate new leads, convert your audience, and improve your company’s ROI.

5 high-converting landing page examples from 2019 and 2020

A landing page is more than just a page on your website; it’s a goal-driven piece of content that lets people know why they want to work with your business. These high-converting landing page examples from 2019 and 2020 will give you fresh inspiration.

1. Keep your landing pages focused on the goal.

The last thing you want is a landing page that offers a multitude of products or services. Ultimately, this can lead to people leaving your site or the landing page very quickly. Your landing page needs to contain only relevant information about the product or content.

Narrow your content to only the most relevant goals.

Source: Nomadik

Takeaway: Nomadik uses a landing page that points to the different subscription options for its monthly outdoor box. They show prices for each subscription length and include CTA buttons to get people to the right place.

2. Use intriguing graphics to highlight the nature of your page.

A compelling landing page doesn’t just have content and a form to collect information. You need to create a page that intrigues your audience. Graphics are one way you can catch your reader’s eye and engage them with your content.

Include compelling graphics to entice your readers and hold their attention.

Source: Garage Grown Gear

Takeaway: Garage Grown Gear (GGG) includes an image of a hiker on a mountain to inspire their audience to enter a giveaway. Images are a great way to capture feelings. GGG also has an email signup form on their sidebar to encourage email signups.

3. Limit the amount of information on your page.

While you want to provide enough information to entice your readers, the less information you add to your landing page, the more likely you’ll see conversions. Extra text, images, and links can direct your readers to the wrong place.

Keep your landing page simple to avoid any confusion or misdirection.

Source: Rover

Takeaway: Rover sends people to a unique landing page for their grooming services. While the page does have some basic navigation, it largely includes simple images, a couple of lines of text, and a bold green CTA that drives conversions.

4. Create a new domain for special landing page projects.

Ideally, you want to host your landing pages on your website. This is the most effective way to increase your website’s Google rankings. Certain brands and projects might warrant a different approach, however. A unique domain can be critical to measuring campaign results.

Create a new domain for special projects that need exclusive analysis.

Source: Pizza Hut

Takeaway: Pizza Hut created a dedicated landing page and domain for its fundraising platform. This page has no navigation or links, and it doesn’t include a single bit of information about pizza. It’s a simple page with limited information and a CTA.

5. Add long-form content to your page to increase the length of site visits.

The more written content you have on a landing page, the greater your chances of keeping people on your site longer. Ultimately, this can boost your conversion rates. You don’t want to write a novel, but use your landing pages to convey critical advice and insight.

Write long-form content when you want to keep people on your site longer.

Source: Pokémon

Takeaway: Pokémon uses a landing page to host an event registration. Not only do they include compelling graphics, but they also limit the links and navigation on the page. The result is a clean landing page with a specific goal.

Best practices for high-converting landing pages

Creating a landing page is relatively simple, but creating one that works takes some effort. While there are no “rules” to building landing pages, there are ways you can turn them into lead-generating machines.

Before you get started on your landing page campaign, review these best practices for building high-converting landing pages:

  • Limit the number of links you use: The goal of your landing page is either to collect information or convert customers. That means you want to do everything you can to keep customers focused on your offer and CTA, so limit links and navigation.
  • Include only the most relevant information: You can reduce the impact of your landing pages by adding too much information. Try to keep your offers and information to a minimum, so people won’t lose their attention.
  • Use pop-ups and forms to gather data: There are a couple of ways to gather data from potential customers. Pop-ups are an effective way to gather email addresses and contact names, but a lead generation form might be more appropriate to collect additional information.

These best practices for high-converting landing pages will help you create a marketing strategy that complements what you’re already doing.

Wrap up

Every marketer wants to boost their conversions, but only the most effective marketers know how to use landing pages to generate leads and new customers. To create the highest-converting landing pages, remember these key takeaways:

  • Landing pages are goal-driven pages on your website that operate a little bit differently than other pages on your site.
  • Your landing pages are the best place to create leads from evergreen content like eBooks and event registrations.
  • There are no limits to the ways you can use landing pages, as long as you follow the best practices when building them.

With a little bit of research and a deep dive into your marketing goals, you can put together a high-converting landing page and a campaign that boosts its performance.

Looking for a platform to help you share your landing pages? Campaign Monitor has powerful tools that’ll help you effectively market the pages on your website.

The post High-Converting Landing Page Examples From 2019 and 2020 appeared first on Campaign Monitor.

5 Donor Retention Strategies to Maintain And Grow Your Base

This is a guest post from Adam Weinger at Double the Donation.

If you’re a nonprofit professional, you likely know that it’s more practical and cost-effective to bring back repeat donors than to be on the search for new ones.

This means that boosting your donor retention rate, or the yearly change in the number of returning donors over the previous year, is the key to running a successful and sustainable organization.

But what happens if you’re having a difficult time engaging with your supporters or noticing an increasing level of lapsed donors? How can you re-capture the hearts and gifts of your generous supporters?

Bringing your fundraising campaigns to the digital sphere is one of the most effective ways to both maintain your current donor network and expand outward. More specifically, using appropriate digital resources can provide actionable insights to start improving donor retention at your nonprofit.

So what’s the key? All fruitful donor relations boil down to effective communication processes. Strengthen your donor retention practices with these 5 digital communication strategies:

  1. Build out your email list.
  2. Grab attention from the start.
  3. Take advantage of effective templates.
  4. Implement A/B testing.
  5. Maximize your media presence.

As we walk through this helpful guide to retaining and attracting new donors with boosted donor retention skills, you’ll receive a combination of top tips and key insights that’ll bring your organization to the next level through a solid growing donor base.

Find out what donors and nonprofits said in our nonprofit survey.

1. Build out your email list.

One of the most basic foundations of a solid communication and donor relations strategy is a strong email marketing plan. Of course, the contents of a well-crafted email are essential to the success of the campaign, but the first step is always to start with building a sufficient email network.

Whether you’re building your email list from scratch or starting with a basic group of supporters, you can give a few of these network-building tactics a try. Be sure to gather donor contact information through all available avenues, including:

  • Appealing CTAs: make your CTAs clear and specific, so that users know what’s being asked of them (in this case, just an email address).
  • Event signups: when supporters register for or sign in at a fundraising event hosted by your organization, make sure to add them to your email network.
  • Donation forms: collect contact information from donation forms when a donor makes a gift, then add them to your email list for ongoing communication.
  • Downloadable resources: offer a practical resource, newsletter, report, or guide that’s made available after a user submits an email address.

Once you’ve established a solid band of email contacts, you’re ready to get started with the outreach portion of your campaign.

However, it’s important to note that you should never stop growing your network. Keep adding new contacts at every opportunity to create a dynamic base of supporters.

Explore the email benchmarks for nonprofits here.

2. Grab attention from the start.

The first few emails you send are the key to ensuring a successful email campaign. If your messages are too dry or generic, you run the risk of new supporters clicking that unsubscribe button right from the get-go.

Avoid losing followers with these tips for writing more engaging emails:

  • Send a welcome/introductory message. Don’t ask for donations in your first email. Maybe the recipient has just given recently, or maybe they’re still figuring out who you are. Either way, it’s good practice to send out a “get to know you” message to further engage supporters without soliciting a donation. Share your nonprofit’s background and current goals so supporters can get better acquainted with the organization.
  • Offer unique ways to get involved. Encourage donors to get involved in a unique way that can grab attention right from their inbox. One great way to do this is through promoting matching gift programs. Try using an intriguing subject line like, “Do you want to make your gift go twice as far?” Donors love the idea of making a bigger impact without a greater cost to them. This way, you can garner attention and increase your open rate and, ultimately, donations.
  • Don’t forget to say thank you. One of the greatest cited reasons for donor lapse is the lack of appreciation by the nonprofit. If a donor doesn’t see the impact of their gift or feel valued by the organization, they’re less than likely to ever give again. Be sure to send out a personalized thank you message to your supporters for every donation made.
  • Keep supporters up to date. On a similar note, donors want to know how their money is being used. Keep your supporters in the loop when it comes to updates on projects and programs being established with the help of donor funding. Include photos to most clearly demonstrate the impact that donors make as well.

With these donor relations tips in mind, you’ll be on the right track to growing and maintaining your donor base through a solid email network in no time. The key, of course, is making sure that your supporters understand your appreciation.

3. Take advantage of effective templates.

When crafting your well-thought-out emails, be sure to see what types of resources are available to streamline basic processes. For example, customizable templates can be one of your greatest tools out there.

Download hundreds of tried-and-true email templates from Fundraising Letters and see which ones best fit your organization’s specific fundraising needs.

These email templates include categories such as:

  • Thank you letters: again, don’t forget to thank your supporters. Include the donor’s name, gift, and date as a way to show that you recognize and value each individual donation.Donation request letters: this may be the most traditional example of a fundraising letter. These templates include suggestions on how to leverage an emotional appeal and use storytelling strategies to gather donations.
  • Sponsorship letters: sponsorships are great opportunities to boost your relationships with local businesses within your community by providing good publicity in response to a gift to your organization. Use these letter templates to bargain with potential new partners.
  • Matching gift requests: use these templates to inform donors about the potential for their gift to be matched by their employer and to encourage them to take the next step to find out.

If you find the perfect template, be sure to personalize your message before you send it out. You’ll want to address the recipient by name and cater to their own relationship with your organization. For example, thanking a donor for their specific gift is more meaningful than a blanket thank-you message.

4. Implement A/B testing.

As you begin crafting and sending emails to your valued donors, how can you find out which strategies are working and which aren’t? How do you decide which email marketing tactic is producing the greatest results? Test multiple options and track the results!

This strategy is known as A/B testing and is one of the most effective marketing tactics you can use. A/B testing is almost like a miniature science experiment, but it’s easier than it sounds. With the right tools, you can easily send one variation of a message to one group of supporters, and another variation to a different group.

This way, you can record and analyze email metrics such as open rates, click-through rates, and conversion rates to clearly see which variation of a message resonated better with its audience.

For example, maybe you decide to test for the most effective subject line. You can send out two identical emails that vary only by subject. Whichever email has the higher open rate, you can assume has a more effective subject line.

As you collect this data, be sure to recognize effective practices to implement in additional messages as you move forward.

5. Maximize your media presence.

In addition to personalized communication, you can boost donor retention rates with an overall increase in your media presence. Media, both digital and traditional, is essential to getting the word out about your organization and its fundraising efforts on a larger scale.

All media platforms can be divided among the categories of paid, owned, and earned media, although the lines between the three have become increasingly blurred. Be sure to leverage a combination of these mediums for the most successful relations strategies:

  • Paid media involves payment to execute, such as digital advertisements, magazine spreads, billboards, and sponsored social media posts. Because the organization pays to get their specific message out, these are often deemed the least trustworthy.
  • Owned media is the platforms that your organization runs for yourself, such as your social media pages, email campaigns, and your website.
  • Earned media is often deemed the most reliable by audience standards, as they’re the least controlled by the organization in question. This includes word of mouth, public relations efforts, and free publicity.

As you work to make the most of your media platforms, be sure that you have a well-thought-out plan to follow to ensure the greatest results. Click here for a comprehensive guide to crafting an effective nonprofit digital strategy.

Wrap up

Boosting donor retention can be a difficult task, but one that’s so important to running an effective and long-lasting nonprofit organization. Donor retention in the modern age is a heavily digital task, so be sure that you have the right tools for the job to get the best results.

With a solid email network, attention-grabbing messaging tactics, templates, and tools, you’ll be seeing steady growth in your donor network in no time.

Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs. Connect with Adam via LinkedIn.

The post 5 Donor Retention Strategies to Maintain And Grow Your Base appeared first on Campaign Monitor.

7 Triggered Email Examples You Can Use in Automated Campaigns

Email automation has shown time and again just how simple sending the right email at the right time to the right person can be. However, to get this process started on the right foot, you need to have the right trigger in place to get the ball rolling.

Triggered emails come in a wide variety of forms, so finding something that works with each of your automated campaigns isn’t nearly as difficult as you may think.

Now, before we dive into several different triggered email examples, let’s talk about what a triggered email is and how exactly it works with email automation.

What is a triggered email?

As an email marketer, you already know there are various types of emails worth sending. While many emails are one-off messages, including newsletters, others come in the form of series. These series are often sent automatically after a consumer or subscriber completes a specific action. That action is known as the “trigger” and that email that’s sent is defined as the triggered email.

How do triggered emails and email automation work together?

Triggered email marketing and automated email marketing often go hand in hand. Why? Because, to truly automate a campaign, something must get the ball rolling.

You can schedule posts to go out at certain times, but that doesn’t mean you’re sending the most relevant content to your audience members.

Email automation

Source: Campaign Monitor

Those who send automated emails are 133% more likely to be sending content that’s highly targeted to their subscriber’s interest and their current place in the customer journey. And, of those sending automated or triggered emails, conversion rates of approximately 50% are reported.

7 triggered email examples that can be easily added into your automated campaigns

Since triggered emails and automated email campaigns work best together, you’ll want to take a few minutes to comb through a few triggered email examples.

1. Welcome emails

Not only do automated email campaigns net nearly 70% higher open rates than the typical email, when that email is an automated welcome message to new subscribers, your open rates only continue to grow. Welcome emails are opened up 10 times more often than most other emails, so, if you aren’t taking the time to welcome your new email subscribers properly, then you’re missing out on some significant engagement opportunities.

Welcome emails are triggered emails that are sent automatically after a new subscriber has finished the opt-in process. These messages typically make the reader feel welcome, while also giving them the next steps, such as:

  • An introduction to the brand/head of the company
  • What they can expect from the brand
  • CTAs that lead them to other various content worth exploring

Now, the idea isn’t to overwhelm your new subscribers, so welcome campaigns are often split up into short series that break down into different pieces. These series are further automated based on different factors, including set time intervals and subscriber behaviors.

Welcome email from Toast, Inc.

Source: Really Good Emails

2. Onboarding emails

While welcome emails and onboarding emails often get clumped together in an automated welcome series, they’re two very different emails. What makes an onboarding email different from a welcome email is that these emails are intended to get your new subscribers started in the purchase process.

For example, as a part of the HelloFresh welcome series, new subscribers are not only welcomed to the brand, but they later receive emails that encourage them to give their food services a try. In the example below, the onboarding email may have been triggered after the subscriber reviewed a few menu options that are available to members. So now the brand wants to show the subscriber just how simple getting started can be.

 Onboarding email from HelloFresh

Source: Campaign Monitor

In many cases, these onboarding emails include some sort of incentive to get subscribers to act. In this particular example, the incentive is the unique $20 off each of your first three deliveries. This is an excellent way to encourage your new subscribers to jump on it.

3. Transactional emails

Transactional emails come in a variety of different forms. However, the most common transactional email is one that’s triggered by a purchase. Once someone makes a purchase from your ecommerce store, a digital receipt is sent to their email address on file or one that they provided at checkout.

 Transactional email from Coinbase

Source: Really Good Emails

Again, while a purchase triggers the most common transactional email, these emails can be triggered for several different reasons.

A transactional email, by definition, is one that’s sent out to confirm that a transaction took place. This can be a purchase or any of the following:

  • Registration confirmation
  • Password reset notification
  • Feedback request
  • Cart abandonment email
  • Even confirmation email and more

Once any of these transactions have been completed, an automated email acknowledging the event should be sent out to the consumer to verify what took place and when. Even better, those who include automated transactional emails into their marketing strategy see 8 times as many opens and clicks as any other type of email while also generating 6 times more revenue.

While the example above is of a traditional post-purchase transactional email, this example by the brand Waking Up is a transactional confirmation email.

Transactional email from Waking Up

Source: Really Good Emails

This type of transactional email could be triggered in several ways. Say, for example, someone is new to the Waking Up brand and just set up their user profile. This email may have been automatically triggered as a part of the initial setup process to ensure that the customer who’s setting up the app is who they say they are. Another reason could be that the user forgot their app login password. Once they’ve clicked the “forgot password” option, then they could’ve triggered this email to verify that they are who they are, so that they can move forward with the reset process.

4. Re-engagement emails

Re-engagement emails are automated emails that should be sent out to anyone who falls under your brand’s unique definition of “inactive.” Some subscribers just become inactive; however, before you write them off as a lost cause, you should be trying to re-engage them and encourage them to return.

This can be done by setting up a re-engagement campaign with a start trigger that’s set off once someone has stopped engaging with your email content after a predetermined amount of time. For example, if you’ve defined an inactive subscriber as someone who hasn’t interacted with your brand in 6 months, then a re-engagement email should be automatically sent out to check in on them once they’ve reached that 6-month time trigger.

 Re-engagement email from Google

Source: Really Good Emails

5. Product inventory updates

For those with an ecommerce store, product inventory updates are an excellent automated campaign that can be sent out to customers. If you’ve been carefully tracking user behavior through the use of website cookies or email pixel tracking, then you can be sending out automated messages that are triggered by certain customer behaviors.

In this example, from the beauty brand Sephora, they were likely tracking their customer’s behavior and noticed that they were paying particular attention to this sold-out product. That said, once the product’s available again, an automated trigger email was sent out to those who were paying particular attention to this one product. Those who showed no interest or never visited this product’s page wouldn’t receive this product update because their user data wasn’t on file.

Inventory update email from Sephora

Source: Milled

6. Event announcements

Event announcements are another excellent opportunity for sending automated campaigns. While many marketing teams will choose to automatically send these messages out to everyone on their email list, some brands give users a preference center. This preference center allows subscribers to pick which segmented lists they want to be a part of. If they choose to receive notifications about upcoming events, then that sets a trigger for later. Once an event announcement becomes available, it’s sent to those on the list automatically.

Event announcement email from Bite Beauty

Source: Milled

7. Survey/feedback emails

Finally, one last triggered campaign worth adding to your automated email campaigns is the customer feedback/survey email. These emails are great because they can be triggered by virtually any type of event, including:

  • Purchase
  • Following an event
  • After attending a webinar
  • After downloading free content and more

Not only do these emails allow you to gather valuable feedback from your customers, but they also allow your customers’ voices to be heard—something they crave with any brand.

Survey email from Bellroy

Source: Really Good Emails

Wrap up

Triggered email examples are quite literally everywhere you look. In fact, it’s safe to say that most emails that land in your inbox are not only automated, but triggered in some way or another based on information from your preference center or based on behavioral tracking.

Not quite sure which triggered email examples you should start adding to your automated email campaigns? Here are a few ideas to get you started:

  • Event announcements
  • Inventory updates
  • Milestone email/birthday emails
  • Onboarding emails
  • Re-engagement emails
  • Survey/feedback emails
  • Transactional emails
  • Welcome emails and more

Curious how automated workflows can help get your subscribers engaged? Then make sure you check out these three automated workflow ideas that do just that!

The post 7 Triggered Email Examples You Can Use in Automated Campaigns appeared first on Campaign Monitor.

5 Ways Public Relations and Content Marketing Support Each Other

Public relations and content marketing are two very different departments that do very different things—or so you think.

Although each department has different responsibilities, it’s essential to note that the two can create an unstoppable marketing powerhouse.

While both public relations and content marketing deal with the creation and distribution of information, they do it in two very different ways. When combined, each of these methods can be used to solidify your marketing efforts across multiple channels. Read on to discover how.

Marketing channels

Source: Smart Insights

Public relations focus on building mutually beneficial relationships, while content marketing focuses on building relationships between a brand and its audience. When compared, they share one crucial job: sharing content.

Public relations and content marketing aren’t mutually exclusive.

A public relations specialist is very different from a content creator. Neither one can adequately replace the other. However, they can work together to help create an unstoppable marketing powerhouse.

Public relations and content marketing aren’t mutually exclusive. However, they’re very different areas of expertise and deserve to be defined independently of one another.

Defining content marketing

Content marketing is a specific marketing approach. It focuses on the creation and distribution of relevant, valuable content that’s put out consistently. This consistency helps to both attract and retain a defined targeted audience. Content marketing drives a customer to take action, like clicking a link in an email or downloading a report.

Content marketing process

Source: Content Marketing Institute

Defining public relations

According to the Public Relations Society of America, Inc., public relations is defined as a strategic communication process that helps to build mutually beneficial relationships between an organization and its audience.

 The difference between public relations and advertising

Source: Forbes

Public relations and content marketing: better together

Public relations and content marketing are two very different strategies in business. They both have massive potential in helping a brand reach its goals. However, to create that marketing powerhouse mentioned earlier, they need to play well together.

While you won’t be able to combine these strategies all the time, there are many ways in which public relations and content marketing can support one another.

Public relations and content marketing have shared goals.

Public relations and content marketing have very different methods; however, they share many of the same goals. When done right, both departments share goals such as:

  • Reaching a precisely defined target audience
  • Creating/sharing media that captures the attention of the public
  • Amplifying a brand awareness
  • Generating new leads
  • Fostering relationships between industry experts/influencers

To reach these goals, public relations and content marketing should work together. Not only to come up with valuable, sharable content, but create a list of possible partners that your brand can work with. These can include businesses that share your values, and industry influencers that can help you expand on our reach.

Public relations can help validate your current content.

Marketing teams often overlook the fact that you can use your public relations outlets to help validate your current content.

Public relations specialists have access to media outlets that the standard marketing team doesn’t. A press release is defined as an official, written statement that communicates specific, brief information about a product, event, or other circumstances. News outlets use these statements to formulate news stories and get them out to the public.

When it comes to receiving information, people tend to trust their favorite news outlets more than they typically trust a brand. When trying to build brand awareness, not only is sharing information via your site vital, but it’s also essential to get these news outlets and media influencers sharing your news as well. This way, your audience feels as if the information you’re sharing is valid and worth knowing.

For example, eMarketer recently published a post stating that the brand Target finally made it onto the top U.S. ecommerce ranking list. In their report, they included several stats and graphs to help prove standings. Now, this blog was shared on their website on February 23, 2020. The very next day, they published a press release that not only shared the same title as their blog, but included the same text as the initial article.

Top 10 U.S. Companies ranked by retail ecommerce sales share 2020 Press Release

Source: eMarketer Newsroom

So why share the same information in the form of a press release? Once the press release was sent out, more outlets started printing similar stories. To prove credibility, those outlets must link back to the original source, which helps eMarketer to build authority on the subject.

The right content can help generate press.

Just like the right press can help you produce great content, the same is true of the reverse. Say you have a new product launching and you excitedly share the news on your website’s blog. From there, a few different things can happen:

  • You take your blog content and turn it into a press release
  • Someone reaches out to you to share your big news

For example, Campaign Monitor recently announced that it joined forces with Conversio. They also announced that they worked side by side to create an all-new product: CM Commerce. Excited to share the big news, officials took to the brand’s blog to announce the purchase of Conversio and the new CM Commerce platform.

Campaign Monitor CM Commerce Blog

Source: Campaign Monitor

From there, not only was an official press release sent out, but multiple other blogs and other media outlets began sharing the big news.

Campaign Monitor CM Commerce Announcements

Source: Business Wire/CM Commerce(formerly Conversio)

As the news continues to spread, your brand awareness potential starts to skyrocket. Again, the more sources that report on your content, the more backlinks are created.

Creates a shared platform for sharing ideas

Now, we mentioned that both public relations and content marketing share several different goals. The primary shared goal between the two is the creation and distribution of content, so it’d make sense that, by working together, public relations and content marketing could create a platform for sharing ideas.

For instance, when it comes to creating new, shareable content, your public relations and content marketing teams could get together and create an idea board or editorial calendar of sorts. This would be a place where the two groups could brainstorm content ideas and see where they’d be best suited to go:

  • Marketing content
  • P.R. content
  • Content that falls under both

Some great content ideas could include:

  • Social blog editorial calendar
  • Infographics
  • Webinar announcements
  • eBooks
  • Industry reports and more

Once the ideas have been put onto an editorial calendar, teams from various departments can pull which ones they’re most suited for. When there’s information that can be shared in multiple ways, such as an industry report, then teams will have to take turns pulling information from the final piece.

In the example of the eMarketer report from earlier, the content marketing team had to do the research and create the piece. Once the article was complete, the public relations team could pull the share-worthy fragments of information from it. The final piece would be a trending piece of industry news.

Can help boost your search engine optimization

Finally, one area that many brands neglect to notice is just how vital search engine optimization is, for both their public relations and content marketing materials. And, while marketing teams understand that sharable content needs to be properly optimized for search engines, not everyone has caught on to the fact that press releases can and should be optimized as well.

Search engine optimization (SEO) is the practice of optimizing a piece of content not only to be found on search engines, such as Bing and Google, but to increase both the quality and quantity of traffic to a brand’s website through organic search engine results.

Now, most marketing teams understand how to do this for their landing pages and blog content. However, it’s essential to understand that press releases have gone digital as well.

That means your public relations team needs to properly optimize their press releases with the right keywords to be found by the right audience members.

In the example press release below, we automatically see that it was optimized for those searching for the keywords digital marketing and marketing.

Example of an SEO optimized press release

Source: P.R. Newswire

Public relations specialists are great at putting together the facts. However, they may not understand all that goes into SEO optimization. This is where teaming up with your content marketing team can help. They know exactly what goes into the optimization process.

Wrap up

Public relations (P.R.) and content marketing are two very different areas of work. While they can both function independently of one another, combing the two can prove extremely beneficial to any brand. Not sure how these two areas can boost one another? Here are just a few ways:

  • Public relations and content marketing have several goals in common
  • P.R. can validate current content
  • Content marketing can help generate press-worthy content
  • Public relations and content marketing can create a shared idea platform
  • Combining the two can help boost your SEO

Curious what other areas work well together? Why not combine your content marketing and email marketing efforts? In this guide, we tell you how to do just that.

The post 5 Ways Public Relations and Content Marketing Support Each Other appeared first on Campaign Monitor.

Beat These Unexpected UX Challenges With A/B Testing

This is a guest post from Charles Richard at TatvaSoft UK.

When it comes to UX design, doing it well can be complex at best.

As we go along, a wide range of unexpected UX challenges begin to unfold, and unfortunately, that’s the reason why many sites aren’t very user-friendly. In fact, only 55% of companies are currently conducting any user experience testing.

But that’s no way to treat the visitors, leads, and customers that make online work possible.

In tandem with web development, user experience design is of paramount importance, a deciding factor of success or failure for your website. According to one study, every $1 invested in UX led to $100 in return.

Cracking the right UX code has been a mystery for years. The advent of new technology, tools, and techniques is definitely a boon, but even recent developments can have their fair share of problems.

Read on to discover what those UX designing challenges are, as well as how to deal with them through UX A/B testing.

Top UX designing challenges

1. Gathering data

Now, how can gathering data be an issue? Marketing and sales teams these days require tons and tons of customer data to make their strategies and campaigns successful. But collecting data isn’t always easy, especially since people now have more power than ever over how and when their data is collected.

What exactly is GDPR? Get the facts.

While data protection is crucially important, collecting relevant consumer data isn’t all bad. In fact, the right data can go a long way in providing relevant and personalized content for users.

Try using more engaging and subtle data collection methods, like interactive opportunities: quizzes, polls, or surveys.

According to sources, interactive content converts buyers 70% of the time compared to just 36% for passive content. Consider unobtrusive approaches to succeed.

These 6 interactive methods will improve your engagement.

2. Implementing personalization

Is it challenging to offer a personalized experience? At times, yes. Most of the time, personalized experiences can boost sales and customer satisfaction, but website designers are taking personalization a step further by optimizing landing pages for each specific customer, and this can be overwhelming.

Try going for smart personalization and offer things in moderation. How? Test what works and what doesn’t; Iterate when something isn’t successful.

Marketing teams and web designers must have a deep understanding of who their customers are or what it is that they want, so that, the next thing they know, they’re receiving personalized offers or coupons for related items.

Is personalization enough? Find out here.

3. Selling products online

Product showcasing is pretty common these days. One of the biggest drawbacks here is that you never really know what you’re getting until it shows up.

There are hundreds and thousands of sales options available around, and more and more brands are working to create confidence and communicate why their product is the one that customers should go with. Simply relying on product pictures and ratings from past purchases may not be enough, especially as markets become saturated.

Still, a little creativity and technology can go a long way.

With emerging disruptive tech, like augmented reality and virtual reality tools, companies can show their customers 3D models of their products for a virtual “hands-on” shopping experience (e.g. the IKEA app).

This ability to display products online in this way is a big advantage for brick-and-mortar stores.

See how 1,000+ ecommerce owners spend their time.

4. Consumer behavior code

Knowing what motivates customers to make a purchase or complete an action, as well as how to use this information to improve conversion rates has always been a challenge for web developers and designers across the globe.

Make better and more confident UX design choices that are proven to get results. The biggest advantage here is placing CTA buttons or important content along the path that a customer’s eyes will naturally fall to (left to right).

Optimize your CTAs in 10 steps.

5. A/B testing inaccuracies

A/B testing is helpful when trying to determine which ideas or designs might be the most effective with your audience. Unfortunately, many web development professionals tend to choose strategies that are limited.

Known as split testing, A/B testing is done to find out which of two versions performs better—like an ad, digital product, or email subject line. Web designing teams divide users into two groups and show each the different variants. One half sees version A, and the other sees version B. The results of the tests will determine which design was more effective.

To measure the effectiveness, one needs to delve into different criteria such as page views, clicks, or sales leads. However, the choice of criteria for measurement depends on what goals a company or a creative team has established.

A well-constructed A/B test includes:

  • Identifying the project scope
  • Isolating macro and micro metrics
  • Assessing key page elements
  • Randomly showing two different screens to users
  • Carefully evaluating your findings

A/B testing for UX improvement

Mobile app developers need to choose carefully, as well as plan a clear and pleasant interaction and navigation system to enhance user experience. However, what once worked well may not have the same effect after a while, so it’s important to update your findings periodically.

A/B testing assists web designers in making careful changes, so users won’t feel inconvenienced. All the needed data and metrics can be collected while people continue to use an app or website. Certain elements to consider when it comes to A/B testing include:

  • Placement, size, color, or copy of CTA buttons
  • Headings with their subheaders
  • Images (especially on the landing pages)
  • Presentation of clients’ form on websites
  • The entire copy (length, placement, and content)
  • Where the offer is displayed
  • Videos (presence or absence)

These tests can be performed at any time to ensure you’re always giving your users the best experience possible.

Step 1 – Data collection

The main objective of A/B testing is to optimize, irrespective of the reason—be it revenue optimization, user experience improvements, or just a product upgrade as a whole. By gathering lots and lots of data and analyzing it, you’ll know exactly which part of the UX design needs to be optimized the most.

Additional tip: do you have any pages with low conversion rates or CTA buttons with the least amount of clicks? They’re the ones that need to be taken care of first.

Step 2 – Set the objective.

To make things work in the correct order, web developers need to set goals in regard to the result. Do you wish to increase your subscriber list for the recent blog or website you’ve been working on? Check how many clicks on CTA buttons you receive and keep doing relevant changes. Setting small goals changes everything.

Step 3 – Hypothesis

After gathering all the relevant information and setting appropriate goals, it’s time to create some hypothetical situation and analyze whether things will work out or not. How will the current version hit the market, and is there any room for improvement from a client perspective?

Step 4 – Create side A and side B.

Fortunately, we have plenty of free and paid tools around. What’s more, you can also consider reaching out to a web development company featuring a skilled team of techies, designers, and QAs who make sure that everything goes as it should.

Step 5 – Analyze.

When the experiment is complete, designers work on implementing the information based on the results.

Wrap up

As you’re building and designing your site, email, and other marketing efforts, good UX may feel like a challenge. Luckily, it doesn’t have to be. Through UX A/B testing specifically, you can easily see what’s working best.

A/B tests for UX design ultimately lead to:

  • Cost-efficiency
  • Quality instead of quantity
  • User-centered design
  • Fast and easy analysis
  • Reduced scope of risk

By researching and gathering data about your user-base, personalizing their experience, and constantly testing, you can build a positive experience for subscribers, customers, and everyone in-between.

Charles Richard possesses over 10 years of experience in the business analysis profession. He also enjoys mentoring BA professionals, and his well-rounded knowledge base in engineering concepts provides an easy way to make non-technical people understand basic theories. Currently, he works at TatvaSoft UK, a leading iPhone app development company based in London.

The post Beat These Unexpected UX Challenges With A/B Testing appeared first on Campaign Monitor.

How to Maintain Positive Relationships With Your Email Subscribers

You’ve likely been inundated with news, updates, and alerts for the past few months as the world tracks 2020’s events and changes.

As a marketer, though, you’re probably not interested in hearing more of the same news from sites like ours. Rather, you want to know how to navigate your communications, especially as you’re transitioning with subscribers in uncertain times. And when it comes to subscribers and customers, you’re likely hoping to maintain the positive relationships you already have.

With that in mind, we’ve put together a list of ways you can continue communicating with your audience thoughtfully.

Read on to learn how you can both connect with your audience and organically ask them for feedback, ensuring relevant communications in a time of uncertainty.

Maintaining positive relationships with subscribers is more important than ever.

You may feel unsure of what kinds of email communications to send, though it’s best not to send messages just because it feels like the right thing to do. Instead, this is a time—perhaps more than ever—to send thoughtful, planned communications to your subscribers that provide them with needed information.

So, how can you continue to best communicate with followers? And how can you maintain the positive relationships you already have with the members of your email list?

Find new ways to appeal to subscribers during COVID-19.

While your subscribers are probably looking for a little normalcy, that doesn’t necessarily mean they want run-of-the-mill emails. Tone-deaf messaging and sales pitches could be off-putting if not done correctly.

1. Consider the emotional impact of your messaging.

Marketers are acutely aware of the emotional impact messaging can have, but emotions are running higher than ever right now. Marketers need to take the current environment into account when developing communications about products or services—especially communications that encourage going out or spending money in the current climate. The wrong message could have a strongly negative response.

Try meeting your subscribers where they are by giving them helpful, relevant content they can use. For instance, this newsletter from Bobby Berk provides content subscribers can use while social distancing:

This content shows awareness of people and their emotions. Instead of offering recipes that are complicated and unrealistic for the time, the newsletter provides recipes people can easily, readily make—without taking a trip to the grocery store.

2. Provide a chance for people to interact.

As in-person interactions decrease, companies and organizations have realized their digital resources are even more useful to subscribers. Clubs, classes, and apps have become readily available to interested users, as most in-person events have been postponed or canceled.

For instance, the Sundance organization made its Co//ab opportunities available online for free. Consider what your organization could offer as subscribers’ experiences change in their day-to-day lives.

And in the spirit of interaction, consider how you might create an opportunity for subscribers to interact with your brand (and potentially other subscribers).

By doing so, you provide an opportunity to benefit your subscribers with some of the social interaction they’re craving, as well as encourage brand recognition in the long term.

3. Lend a helping hand.

Not only should you provide benefits to the subscribers who make your brand possible, but if you are able (and not everyone is), it’s also great to show your subscribers that you’re taking initiative and doing something positive for the community.

Many consumers—Gen Z especially—are more likely to take a brand’s values into consideration and focus their attention on socially-conscious brands.

This example from Twitch illustrates how companies can use their platforms to give back. In this case, Twitch has coordinated influencers and celebrities to host a 12-hour charity stream.

Of course, it’s not enough to talk to your subscribers: You should also be listening to their feedback, which is always valuable.

Ask subscribers how they’re doing during uncertainty and crisis.

Instead of passively receiving information, many subscribers may actually want to provide feedback at this time. And while not all of it may be positive, your organization can benefit from showing them you’re listening.

How? Maybe you point subscribers toward your preference center, a survey, or maybe you offer subscribers an option to pause their subscription for 30 days.

Let’s cover a few of these.

Give overwhelmed subscribers the chance to pause your emails.

A few weeks ago, some of our team members discussed how best to handle the increase of COVID-19 news, updates, and emails. As people, we recognized how overwhelmed we were feeling, and we realized our audience probably felt the same. So, we decided to offer our subscribers the option to pause content emails from our brand.

Even though our newsletter is only sent once a week, we thought some people would rather have one less thing to think about. We sent out an email with that express message, and we received positive feedback about it.

Since then, we’ve noticed other brands doing the same. Like ecommerce lifestyle brand HardGraft, who gives their audience a chance to pause emails in this message:

Being empathetic with your audience is always best practice. Think about what they need now, and meet them where they are.

And if you’re not sure how to do that, ask.

Get a feel for your audience using a survey.

Surveys are a positive way to open a channel of communication between your brand and audience. And just as your communications must be well-constructed, your survey should be carefully planned.

Ask yourself a few questions:

  1. What do we hope to learn from this survey?
  2. How long should it be?
  3. Who will receive it?

Knowing what you want to learn from the survey will help you develop the proper questions (and fields) to send. Once you know how many questions the survey will include, you can begin to decipher how long it will be. For best results, surveys should be short and embedded directly within the email.

Once you’ve completed your survey, you should decide who will receive it. Do you have certain segments that might be more eager to provide feedback? Or do you have a list of your most engaged subscribers? No matter which lists you decide to survey, remember to test and see what methods work best.

The messaging around your survey should also be clear. Let subscribers know why they’re providing their valuable feedback and what you plan to do with it.

Here’s an example from Nashville restaurant Stay Golden. During COVID-19 and shelter-in-place mandates, restaurants have had to pivot. Stay Golden recognizes they may not have all the answers, so they’ve invited their audience to provide valuable feedback through a survey.

As you send your survey out, be sure to prepare your team for the results you might receive. Passionate subscribers will often have quite a bit of feedback, so consider how you can use their thoughts to improve your marketing efforts.

You may even show results to participants. Notice how Hers goes a step further and shows exact data from its survey results:


Whatever the results are, you should be asking yourself certain questions: Can products be streamlined to meet feedback? Can the customer experience be better? Whatever action you decide to take, you should plan to communicate results and upcoming changes with subscribers directly.

Notice how nonprofit-focused tech company Kindful went above and beyond. First, they sent out a survey to understand the challenges of their audience (nonprofit employees) during the coronavirus outbreak:

Then, they followed up with commentary from thought leaders in the space, hosting a webinar to talk through the findings, as well as discuss how nonprofits can face specific challenges.

Wrap up

As our way of life continues to evolve, consider how you can offer your subscribers consistent, relevant content they can trust.

Consider your audience’s feelings and how your communications can both affect them and meet them where they are. Provide tailored services your subscribers may need (perhaps now more than ever), and give them a chance to interact with your brand in the meantime.

Finally, show subscribers what you’re doing to help out. This may take form in anything from a benefit or charitable offering, to supporting subscribers by acknowledging their feedback and taking action.

By illustrating that your company is there and can show up when necessary, you can continue to build trust and maintain positive relationships with your email subscribers. And you might even improve your marketing along the way.

The post How to Maintain Positive Relationships With Your Email Subscribers appeared first on Campaign Monitor.

Public Relations and Email Marketing: How They Coexist

Public relations and email marketing may not seem inherently connected.

At least, not initially—because public relations and email marketing deal with two different areas of your business strategy.

But they both affect how your brand is perceived. And remember, public relations directly relates to building brand awareness. Let’s break it down:

Public relations = Brand awareness

Email marketing = Marketing = Brand awareness

This means public relations and email marketing not only coexist, but, when done right, can help to reinforce one another.

Public relations and email marketing: defining each

Before you can start diving into the many ways that public relations and email marketing coexist, it’s essential to know what makes each unique.

Defining public relations

When people think of public relations, they often think of press releases, news teams, and journalists. While that’s not wrong, that’s not all there is to public relations.

According to the Public Relations Society of America, Inc., public relations is defined as the strategic communication process. This process builds mutually beneficial relationships between a brand and the public.

By public, we mean the brand’s target audience. While public relations does involve sharing information with the media through the use of press releases, PR also uses other mediums to communicate with audiences.

Often, this includes the strategic building of relationships with industry experts and industry influencers.

Typical forms of communication used in public relations include:

  • Whitepapers
  • Reports
  • Email
  • Press releases
  • Articles
  • Public speaking engagements

Defining email marketing

Email marketing utilizes email to deliver a variety of marketing messages to a list of email subscribers who’ve opted into receiving messages from the brand.

The goal of this practice is to send the right content, to the right audience members, all at the right time to build and spread brand awareness and customer relationships.

This marketing tactic involves the creation of multiple email marketing campaigns that are deployed across a predetermined period of time. Each campaign serves a specific purpose: to drive action.

These actions can vary and will be determined by the type of campaign you’re running and what CTA you’re utilizing. Common email marketing campaigns include:

  • Promotional campaigns
  • Seasonal campaigns
  • Newsletters
  • Welcome email series
  • Post-purchase drip campaigns
  • “Thank you” campaigns
  • Survey/feedback campaigns
  • Milestone messages
  • Lead nurturing campaigns

Public relations and email marketing: how they coexist and reinforce each other

After reviewing what makes up public relations and email marketing in their individual respects, we can see where the two strategies start to overlap.

The first area of overlap is the fact that both deal with communicating with the public. While it may seem as if public relations focus on the media, it’s worth pointing out that your target audience members also rely on the media for information.

So, no matter which way you spin it, public relations and email marketing are both ways of communicating with your audience members.

The next area of overlap is the fact that public relations and email marketing both focus on delivering relevant information to the public in a timely manner.

While public relations used to focus heavily on printed press releases, virtually everything has gone digital. So now, while there are still traditional press releases, they’re made available online and are often shared with the public through email.

If there’s something worth sharing, chances are your favorite brand’s going to share it through email. From product releases to brand news, if you’ve taken the time to opt into their emailing list, you’re going to hear about it.

A shared editorial calendar could benefit your public relations and email marketing team.

Public relations and email marketing work best together when they’re sharing the right content. Even better, much of the content that’s shared via email marketing can be used in public relations correspondents as well.

That’s why sharing ideas between one another is an absolute must, and having a shared editorial calendar is a great way to ensure that both teams have access to the same idea boards.

Learn to build your own editorial calendar here.

Below is an example of a shared editorial calendar that’s used by the brand Buffer. Utilizing a shared editorial calendar, like this Trello board, is an easy way to put down all your content ideas in one place.

From there, different departments can share what they’re creating, where they’re sharing, and when.

Editorial Calendar Example

Source: Buffer

Once your content team has created content, your email marketing team can take it and share it accordingly, as can your public relations team.

Cross-posting can help you generate both news and new content.

Once the content is created and is made available on your editorial calendar, your public relations and email marketing teams can start pulling the content that’s most relevant to their campaigns and current goals.

Although each department can send out content independently of one another, when they work together, the benefits can be enormous.

For example, when a brand launches a new product, they can take the time to announce it on their blog. That’s where the primary content is created.

From there, the key points of the blog are taken and shared in an email to the brand’s subscribers, so that they’re made aware of the big updates.

Finally, the brand can take things a step further by creating a press release that’s then sent out to various media sites, helping to create even more buzz around the launch.

Remember, the right piece of content can help you generate both news stories worth sharing, while the right news story may help you generate new content leads.

3 examples of public relations and email marketing working side by side

Now that you’ve had a moment to see how public relations and email marketing can coexist, it’s time you look at a few examples of public relations and email marketing working side by side.

Event announcements

Event announcements are an excellent way to combine your public relations and email marketing efforts. Public relations specialists focus heavily on sharing event news. If you’re looking to generate signups for your event, email is the perfect way to do so.

In this example from Framer, they’re spreading awareness of their latest marketing event to the public, but taking the time to share it with their email subscribers through a special event invitation.

Framer event announcement email invitation

Source: Really Good Emails

Instead of just announcing the event, they go a step further and tell their email subscribers how they can reserve their spot and get ahead of the crowds.

Thanks to the handy CTA included right in the email message, readers simply have to click the button, and they’ll be taken to a website landing page to finalize their reservation.

Community relations

While email marketing focuses heavily on making consumers aware of certain content, public relations focuses heavily on building relations with the audience.

In this example from Four Freedoms Park Conservancy, you get to see public relations shine through, while utilizing email marketing as their platform for sharing their information.

Four Freedoms Park Conservancy builds awareness and hosts events to benefit the community.

Source: Really Good Emails

In this case, the content of the email focuses heavily on bringing awareness to the local community. From event dates to sharing the community’s blog, this email is a prime example of public relations and email marketing working hand in hand.

Product launches

Finally, another excellent example of public relations and email marketing working together is through a product launch. Sure, a brand will write a press release to announce a new product or service.

However, they’re going to want to share that information with their current clientele just as much as they would the general public. An email announcement is an excellent way to do just that.

Project launch email

Source: Really Good Emails

Wrap up

Public relations and email marketing are both vital pieces of your business strategy. While they can do wonders on their own, they should be utilized together to help you not only reach your audience more easily, but help to build more in-depth relationships and further your brand awareness.

A few ways you can combine public relations and email marketing is through the use of these email campaign ideas:

  • Product launches
  • Event announcements
  • Community relations

If public relations and email marketing go so well together, you may wonder what other areas of your business strategy reinforce each other. We have a suggestion for you: content marketing and email marketing efforts. In this guide, we walk you through each, as well as how they work so well together.

The post Public Relations and Email Marketing: How They Coexist appeared first on Campaign Monitor.

7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020

This is a guest post from Kevin Payne.

You’ve read the reports that email marketing ROI is at 4,400%, where you earn $44 for every $1 you spend.

But you take a look at your email campaigns lately and see that they aren’t performing as well as the reports promised.

Read on to discover whether or not email marketing is still relevant today in the age of new media and how to move forward with a fresh, more engaging email marketing strategy in 2020.

Is email marketing dead?

With the introduction of social media networks and even search engine optimization, many marketers feared that this would be the end of email marketing. Indeed, advancements and innovation in marketing and sales have also caused changes in consumer behavior.

Generic mass emails might just not be doing the trick anymore. And this is a good thing.

Today, consumers want personalized experiences. In fact, 72% of consumers reported that they’d only be willing to engage with marketing messages if they were personalized and tailored to their interests.

So, if you notice a decline in your email marketing campaigns’ engagement or ROI, it’s time to reevaluate. Are you using an old and outdated way of doing email marketing?

Whether or not you’re sure, read up on these 7 top tips to breathe new life into those outdated email marketing campaigns. And then you can start seeing better results this year.

How to revive outdated email marketing campaigns

Review your data.

First, it’s good to start with where you are.

Look through your analytics dashboards to see data on previous emails and campaigns to see what you’ve done, what worked, and what didn’t.

Pay attention particularly to metrics like click-through rate, which can tell you how engaged your audience or recipients were. Notice which campaigns had higher click-through rates and try to see why they saw such results.

Your open rates can also clue you in on the level of engagement of your audience. If you see a decline in open rates over time, that might signal that many of your emails were losing relevance to more and more customers.

How well do your email marketing analytics fare compared to the benchmark averages?

Also take note of your top-performing email campaigns from the past. You may glean insights from these campaigns, such as preferences of your customers, or any specific email marketing tactics, such as different templates or subject lines that you used that led to these good results.

Consider the evolving world.

New laws and regulations continue to adapt to changes in tech capabilities. You may consider this as you continue in your marketing journey. Read on for a couple of examples of what we mean.

For example, the 2016 General Data Protection Regulation (GDPR) of the European Union caused significant changes in the way marketers handled data, especially personal data like email addresses.

And, in 2019, the new California Consumer Privacy Act (CCPA) brought GDPR-like policies to California, and other states may soon follow.

While certain laws and policies seem like they don’t apply to your business because of geo-location, being aware can be positive.

Add emojis to your subject lines.

Staying relevant is one of the most important things to remember when you’re trying to spruce up your email marketing campaigns.

According to a compelling study by the MyClever agency, they found that businesses that used emojis in the subject lines of their emails enjoyed a 52% increase in average open rates. Not only that, but unique opens, unique clicks, and average click-through rates increased as well.

Some reports also found that certain emojis had better performance than others. For example, one report found that a snowman emoji increased open rates during the holidays by 66%, based on the typical average.

Best and worst emojis and their effect on open rates (Image source)

For your own business, experiment with different emojis and see which your consumers gravitate towards. This may differ between varying industries, but, over time, you’ll see which emojis typically bring higher engagement.

Of course, this doesn’t mean you should use the same emoji in every campaign. Instead, use it as a foundation on which to experiment with a similar—or completely different—set of emojis for your next campaigns.

Use your transactional emails to enhance your customer experience.

With everything available at one’s fingertips, it’s no surprise that customers are expecting better and better experiences when dealing with a brand.

For your email marketing, this means one thing: Bring great customer experience straight to your campaigns.

From sending beautiful invoicing templates to using shipping and delivery emails to provide customers with updates about their online orders, it’s important to think of how every transactional email can boost a consumer’s experience with your brand.

These small changes can do well to encourage customers to engage with future emails, especially when they see how streamlined the experience of dealing with your business is.

Some brands don’t hesitate to add some vibrant brand personality in their transactional emails, such as order confirmations. If it suits your brand, take this as inspiration for your own emails, for invoices, and tracking numbers. (Image source)

As a best practice, transactional emails should be easy to read and skim, while containing all necessary information or next steps. Include instructions for how to return products or apply for refunds and add contact information to make it easier to get in touch with you.

Because emails for order confirmations have average open rates of 65%, this could be an important vehicle to deliver excellent customer experiences right in their inbox.

Increase content personalization through behavioral segmentation.

To increase retention and get those customers engaging again, you need to think of personalization.

If you truly want to deliver a personalized email campaign to customers, you’ll need to properly segment them in your mailing list. There are a number of variables you can use as reference, such as geo-location, gender, or even previous transactions with your brand.

It’s important to put up customer segments as early as you can, while also setting up any triggers or conditional rules within your email service provider or CRM.

Once you’ve segmented your list, it’s easier to send them personalized content.

One example of personalized emails you can send would be product recommendations based on previous purchases. You can get to know your customers’ preferences and interests based on things they’ve added to their cart or items they’ve checked out.

This is also an effective way to drive customer loyalty. If customers see that you truly understand their preferences and needs, they’ll be more likely to repurchase from your brand.

Based on the personalized recommendations from this example, the customer must have been browsing for collared shirts and blouses. (Image source)

Combine with other channels.

Next, while email marketing does generate the most ROI, there are still several benefits to investing in different channels to provide a more well-rounded customer experience.

Focus on delivering a great web experience, for example, for ecommerce shoppers. Or create a valuable blog that lets you consistently share high-quality content with your audience.

Perhaps your social media can also give a behind-the-scenes look at what your company’s working on, or be the channel where customers can connect with you in a more meaningful way.

All these channels can provide a synergistic effect on user experience and strengthen customer engagement. So, for example, instead of just sending promotional emails all the time, give your audience other things to look forward to in their inbox.

Many brands are now combining their marketing channels with email by providing sneak peeks of their latest collections, hosting contests and giveaways, or sharing new video content with email subscribers.

Beauty brand Lush shares high-value content on their YouTube channel, sending new content to subscribers and encouraging video viewers to subscribe to their email list, if they haven’t already.

Invest in the right automation tools.

Last but not least, automation tools can do well to provide more streamlined and engaging customer experiences.

These tools let you personalize emails with your subscribers’ first names or locations, for example. Sending welcome emails to new subscribers is one simple way to use email automation. You can also use automation to send a series of emails as part of a seasonal promotion or ongoing sale on your store.

Automation tools can also send retargeting campaigns, particularly useful for ecommerce stores that have high cart abandonment rates. The right tools are also able to help you segment customers immediately based on different variables you set.

Whichever the use case, automation will save you time and help you get insights and trends faster.

Wrap up

In 2020, it’s not enough to just send emails to your list; you need a strategy that lets your customers engage in more meaningful ways.

Using the tips above, you can be on the road to creating new email marketing campaigns that get more opens, more click-throughs, and even more sales, all while building your brand.

Kevin Payne is a content marketing consultant that helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads.

The post 7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020 appeared first on Campaign Monitor.