Does your company use online marketing to obtain business? Do you know you could be doing it wrong? In direct business marketing, companies and firms will spend a great deal of money, time and resources on obtaining a full client subscriber list. Utilizing online marketing can save your business time, money and resources and increase your profit. Here’s how:
- Creating an engaging yet simple squeeze page
- Using an effective email subject headline by using subject line split-testing
- Tracking tokens
- Warming up a new IP address
- Knowing when it’s appropriate to use a static list or a dynamic list
- Making your email mobile friendly
Engaging Squeeze Page
A squeeze page should have no exit hyperlinks, utilize color psychology and include catchy slogans and sales texts while remaining credible. It is vital to show the customer what the business can offer them instead of forcing the customer to jump through hoops to obtain what the business is offering.
Another helpful tip is the less information boxes, the better. It is more likely people will enter their email address instead of all of their personal information. Keep it simple, yet effective.
Perhaps the most important aspect of your landing page is its design. Making an engaging and call to action design is an art, which is extremely rewarding when done correctly. You could either copy a successful landing page, design your own from scratch or use a service which can generate a landing page.
Subject Line Split-Testing
There are numerous marketing strategies involved in selecting the right type of subject heading for a mass marketing email. There are also generators and software that can be downloaded to help your business split test quickly and efficiently. A few things to keep in mind when split testing:
- Day of the week (weekend versus weekday)
- Time of day- lunch time people check their emails versus sending them late at night or early in the morning
- Subject line
o Call for help
o Soft sell
o Hard sell
o Offers and promotions
- Audience- stay-at-home mom, teenage kids, when is your target audience most likely to check their mail
Most importantly do not “go with your gut instinct” on this one. Test all of your email campaigns and get to know your customers wants and needs. Sending pointless emails will not get your business anywhere.
Where are the most hits coming from? What is the place most customers access the site from? Add a tracking token to the links within emails or on your business’s site to see where the traffic is coming from. Basically to create a tracking token add a question mark to the end of the URL that is being linked to and then the “UTM variables.” Here is a quick guide on how to create these tracking tokens:
- UTM_Campaign – choose a word related to the marketing campaign the link exists in
- UTM_Medium – choose a word related to the channel your business is using to send out the link
- UTM_Source – choose a word related to where the traffic is coming from
Warm Up a New IP Address
When your business is starting to use a new IP address for email marketing it is important to slowly building up your email send lists over a time span. Spammers are commonly known for switching IP addresses in order to try and trick spam blockers and filters into letting their emails go into the inbox. First, take a look at the email list your business is using. Was it purchased? Did everyone on the list agree to opt-in? If the list is healthy and full of people who want to see your emails, begin splitting them into smaller subcategories. Begin with emailing your most active list of subscribers, these people want your emails and open them up which warms up the IP address that much quicker. The other subcategories should contain a little of both, some subscribers that will open the mail and are active and some that are less reliable. Over a span of about two months continue to send out these subcategories and warm up the IP address. After the second month is reached, your business’s emails should be inbox approved!
Static Lists vs. Dynamic Lists
Does your business use the same boring list and get the same boring results? Try something new. Download software that has the capability of creating dynamic lists. These lists have evolving criteria that changes the list make-up and mixes up the send-out. Some examples for when a dynamic list would be useful is keeping track of persons who downloaded certain content and cater their emails to what they are downloading, event sign-ups (if a person has gone previously or purchased something before in that event they should be in a list to get the exclusives), and free trials (those who are not as active in opening emails may be enticed with something new and exciting, and well, free).
Mobile Friendly Emails
How many people on the daily are walking around with smart phones glued to their palms? How many are checking their email? A lot. Making mobile friendly emails will increase the likelihood of your business’s emails being opened. Some tips on creating mobile friendly emails:
- Avoid additional columns- the more columns there are the more the screen is squished together on a mobile screen
- Avoid an excess of images- an abundance of images may cause a phone to freeze or not allow the email to open, make sure text is there to explain if the image cannot
- Spread out links- tapping a link with the tip of a finger may prove difficult when a group of them are together and may cause a person enough frustration to close the email
- Offer a plain-text version- remember not all mobile platforms are equipped for HTML, there is downloadable software that offers an HTML version of your business’s email to be sent out
- If your business is still worried about whether the email will work for different platforms there are online testing companies that will show what the email looks like