No matter how effective your ads, landing pages, and emails are, some of your leads are going to disengage over time. It’s inevitable. And that’s why there’s a whole category of email campaigns dedicated to this problem: re-engagement campaigns. This specialized series of emails targets subscribers who haven’t opened an [...]
A decade ago, reading email on your phone would have been considered a luxury. The iPhone just hadn’t been out for very long, and smartphones were far from ubiquitous. But today, depending on your industry and audience, 85 percent or more of the people you are trying to reach might [...]
Most people don’t go into the holiday season knowing exactly what they’re going to buy. But they do plan to spend money. A lot of it. In 2017, the average US consumer expected to spend more than $900. And they’re more generous during this time of year, too. Where that [...]
When you acquire new leads, you can’t just start blasting them with hard sells. They signed up for a reason—and a sales pitch wasn’t it. There was a problem your lead magnet promised to help them solve or a goal you said you could help them reach. You need [...]
Optimization is the science of making your work as effective as possible. You strategically tweak and test your landing pages, emails, and ads to maximize a specific metric, such as clicks, conversions, or opens. And therein lies the problem with optimization: it can give you tunnel vision. Focusing too much [...]
Some marketers don’t put much thought into button text. Over time, most organizations wind up with a handful of buttons they use for everything. It’s convenient, but not strategic. Your button text is one of the most critical pieces of your call-to-action. It tells people what will happen if they [...]
Want to improve your email performance? Never send out an email with only one subject line. If you test at least two ideas, you’ll ensure better results and learn more about what your audience responds to. But what if you can’t come up with another idea? Small tweaks like adding [...]
If nobody reads your emails, writing them is a waste of time. Who’s even seeing your marketing, let alone clicking through and taking the actions you want them to take? For some organizations, low open rates create a self-fulfilling prophecy: their email list isn’t performing well, so they don’t put [...]
It’s frustrating when you spend time and money building a list of leads, only to wind up with a bunch of subscribers who ignore all your emails. Email marketing can be incredibly effective, but a lot of brands make common mistakes that hurt their click-through rate (CTR). Thankfully, there are [...]
When someone signs up for your email list, that’s probably not the time to hit them with a sales pitch. They still need to get to know your brand. And you still need to earn their trust. Sure, a premature sales pitch will convert some of your leads. But it [...]