When it comes to engaging with consumers online, your web form is gold. It’s the front door to your business and the avenue people use to begin their relationship with you. Unfortunately, many web forms are built in great haste and with poor design.
The word “blog” was first coined back in 1999, and its importance and usage has become widespread ever since. Back in 2012, 62% of respondents to HubSpot’s State of Inbound Marketing reported that their company maintained a blog as a marketing tool, and in the time since, the practice has become even more commonplace, especially with the rise of content marketing.
When sending an email requesting feedback or answers to a survey, your focus should either be to acquire more information about the recipient or to gauge and improve customer satisfaction. Formulate these emails knowing that the goal is to receive a response, so tone down any kind of pitch or hard sell that might distract from this purpose.
The job of an email marketer is tougher than ever. Your audience’s inboxes are crowded, their attention spans are short, and you’re competing with everyone from their boss to their old college roommate for what little attention they’re willing to pay.
Design plays a big part in holding your readers attention, attracting clicks and making it as easy as possible, or in some cases, extremely difficult, for them to navigate. Conversion is not about manipulating your subscriber into buying something, it’s about understanding them and ultimately, making it easier for your customers to do what you want them to do; click/tap/share. And also because they want to, of course.
The science of producing predictions about what content people want to see next is based on lots of data. For example, things that are particularly interesting to a recommendation engine are items that have been seen in conjunction with other items, things downloaded in the same session, and content browsed before and after a purchase, to name a few. These relationships are known to the engine as interesting, because algorithms have been designed to look for them.
Writing email subject lines is hard. Writing good email subject lines is even harder. Writing good email subject lines based upon quantifiable metrics is harder still. What am I talking about? Let’s consider this subject line:
Twitter is the social network for sharing information, news, and personal updates, all in 140 characters. And this year, the social network for all things short and sweet broke the 300 million active users barrier. If you’ve spent any time on Twitter, you know it has some major advantages, including the ability to easily converse with your customers, as a large percentage of users follow others simply to find out what’s going on.
At AVARI we're passionate about email content optimization, especially the impact of predictively personalized content like our technology supports. E-commerce businesses, content marketers at brand publishers, and media outlets all have seen significant improvement in conversion rates with predictive content in their emails.
Announcement emails serve the purpose of letting your subscribers know what’s new in your world. These are different from a generic update about your office, in that they work to build up the hype surrounding a new product you’re selling or service you’re offering. Though a word of caution: depending upon what you’re announcing, consider whether or not your copy should be “focused on helping people solve their problem versus pitching a product.”
