All posts tagged Email Marketing

Eloqua’s Best Practices of Email Call to Action

by JFung on July 21, 2011 in Other with No comments

Email campaigns are important because they send out personalized messages. These messages are personalized because they are created using key data points based on a contact’s information. Every piece of data that shows how a prospect arrives at their current stage in the buying cycle should be included in one way or another into the email in order for it to be as personalized as possible.

Eloqua’s playbook entitled Eloqua Email Design Best Practices provides precise tips for marketers on email content and call to action (CTA) best practices. Let’s review these essentials together.

The 3-Second Rule

Eloqua has found that it takes 3-5 seconds to persuade an email recipient to take action. This means that there is no time to create long emails – they have to be straight to the point and include a CTA that immediately grabs the recipient’s attention.

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The Fundamentals of Call to Action: Key Findings and Suggestions

by JFung on July 18, 2011 in Other with No comments

Throughout the years marketers have been continuously performing A/B split testing on various marketing initiatives, while the essential call to action (CTA) component has been one of the most tested among them.

A CTA button is presented at the exact moment a prospect decides whether or not to take action to further engage with a company. Whether the next step is to read content asset, register for a webinar or be redirected to a landing page, a CTA is the link that pushes prospects forward through the various stages of the buying cycle.

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The Importance of an Email Preference Center

by JFung on May 17, 2011 in Email Marketing, Other with No comments

Last week, I offered two tips on how to increase your email subscribers. Now that you have a long list of email subscribers, your marketing team is eager to send newsletters, latest promotions, blog postings, and educational resources to these contacts. Yes, they’ve showed interest in your brand and offerings by subscribing to your email list; however, it doesn’t necessary mean they want to receive every piece of communication you have available.

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How to Increase your Email Subscribers

by JFung on May 13, 2011 in Email Marketing, Lead Scoring, Nurturing Campaigns, Other with No comments

The number of email subscribers equals the number of leads you have in your database to nurture, and convert to new/repeat closed opportunities.

Two tips to increase your email subscribers:

Good Content: When prospects land on your website, they are obviously looking for good valuable content. The importance of this strategy is what’s going to drive more visitors to your website through search engines and social media. When you impress your visitors with the content on your website, they will instantly want more and subscribe to your email list or blog.

Call-to-Action Features: Add call-to-action features on every piece of communication.  For example, if you release a blog post, video, or eBook, you should always have a hyperlink or button that allows them to sign up for more. Not every prospect will make it to your website and subscribe to your email list. Therefore, by having a subscribe button on the piece of content, it helps increase and attract more email subscribers.

Once you have these leads in your database, you’ll be able to nurture by sending monthly/quarterly newsletters, latest blog postings, and educational resources such as white papers and case studies. Overall, you want to keep your leads up-to-date with your company’s latest offerings and news. However, don’t immediately flood their inbox with information. Develop a strategy. You don’t want to scare them off by sending three emails a day, leading them to unsubscribe.

Why Unsubscribe Reporting Is Like An Iceberg

by Mike MacFarlane on July 21, 2010 in Email Marketing, Other with No comments

Why Unsubscribes Are Like An IcebergOne of the most important email statistics that you can look at is your unsubscribe rate from an email campaign.  At a high level, unsubscribes can often times validate if your campaign hit the nail on the head in terms of your or content and messaging…. or did it?

I like to compare unsubscribe reporting to an iceberg – 10% of your unsubscribe reporting is typically done by looking at the total number of unsubscribes from your campaign, but 90% of the reporting (what I believe to be the most important) is done by analyzing who unsubscribed.

For example, if you send out 10,000 emails and 100 people unsubscribe, you would have an unsubscribe rate of 1%.  However, if you drill into who those 1% of unsubscribes are and you notice that the majority of them are considered high value prospects in regards to industry or title job/role, your unsubscribe rate might not start to look so hot.

Here are a few ways that you monitor your email unsubscribes:

1. Setup a simple Eloqua dashboard – this dashboard could reference fields in your database such as Title, Industry, Lead Score or Lead Source in relation to those that are unsubscribing.

2. Ask why someone is unsubscribing – if you are utilizing a subscription management/preference center and someone chooses to opt out, offer them an option to explain why.  You will be surprised as to how many people will actually provide a reason.

As the GI Joe’s used to say – “Now you know… and knowing is half the battle”.

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