Reblogged 2 months ago from www.outreachmama.com
Reblogged 2 months ago from www.outreachmama.com
Yet due to their automated nature, many marketers shy away from the idea of personalizing triggered email visual content beyond basic audience segmentation. However, adding personalized visual content to even the most specific triggered email campaigns can greatly impact their effectiveness. And, if done correctly, implementing this personalized content only requires legwork in the initial set up of the campaign.
User-generated content (UGC) can add that personal touch to triggered email campaigns — allowing email subscribers to see and interact with authentic photos and videos of your brand and its products. A study by Pixlee has shown that displaying user-generated content on marketing channels can increase online conversions 2-4x. The power of user-generated content can also be brought to different triggered email campaigns.
In this post, we’re going to explore three types of triggered emails that can be enhanced with user-generated content to increase click-through and conversions.
Abandoned cart emails
Marketers project almost visceral reactions when talking about shopping cart abandonment. They are aware that it’s a big problem yet at the same time a lucrative opportunity. Approximately $4 trillion worth of merchandise will be abandoned in online shopping carts this year and about 63% of that revenue is potentially recoverable.
Displaying product-specific customer photos and videos in abandoned cart emails can help to contextualize products for shoppers who are still in the early stages of the purchase funnel. It also adds a layer of social proof and peer validation to help shoppers, who may not be able to touch and feel a product as they would in a store, to make a purchase with confidence.
Browse recovery emails
While product page browsers may not have as high of intent to purchase as those who leave items in abandoned online carts, these browsers have still indicated some interest. Consider this: If you only send emails to subscribers who have abandoned items in cart, you’re ignoring 75% of shoppers who could be re-engaged to re-visit your website.
One way to display user-generated content in browse recovery emails is to highlight similar products to re-engage these browsers. It can help the browser to discover relevant products offered by your brand that he or she might be interested in.
Finally, lifecycle email campaigns (such as Welcome emails, Order Confirmation emails, or Shipping Confirmation emails) can play important roles in your customer loyalty and retention.
While the primary message of these emails is transactional, displaying user-generated content to upsell and cross-sell can help to personalize these email campaigns. Furthermore, incorporating real customer photos and videos into lifecycle emails can also help you to highlight your greater brand story through email touchpoints.
Triggered emails are a powerful way to personalize brand messaging and to recover revenue. To improve your triggered email campaign engagement and increase click-through rate, consider your visual content. Does it contextualize your products in an authentic way? Does it help your subscriber to discover similar or complementary products? If the answer is no, consider using real customer photos and videos to enhance your email engagement and encourage website revisits.
The post 3 ways to add user-generated content to triggered email campaigns appeared first on The Email Marketing Blog.Reblogged 4 months ago from blog.dotmailer.com
Developing content for your local business website is clearly important for search engine optimization, but that doesn’t mean that more content is always better. Columnist Greg Gifford explains and suggests an alternative strategy.
The post Stop overloading your Local SEO content! appeared first…
Please visit Search Engine Land for the full article.
Reblogged 6 months ago from feeds.searchengineland.com
Content is one of the most important aspects of an email’s infrastructure. It’s the personality of the email that either grasps the recipient or puts them off. A subscriber’s impression of content can sometimes be instantaneous, so it’s essential to get it spot on from the start.
In The Future of email marketing – 2017 edition, there were a few thought-provoking points on content that really made me reflect on the importance of copy in an email. The below point stood out for me the most:
Email will (and should) have a more conversational voice and tone.
Aweber quoted Maya Angelou, the famed American poet: “people don’t always remember what you say … but they always remember how you made them feel”. We should apply this to an email marketing context: what a brand says can be compelling, but how it’s said leaves the lasting impression (and that’s what really matters).
Brands need to be plain-speaking, casual and not take themselves too seriously. Branding needs to be baked into every sentence. Writing content that oozes personality will help customers relate more to your business, and even feel a part of it. This is an essential goal of email marketing; to keep the core (business) and the periphery (customers) as entwined as possible. Because really, what would a business be without its customers?
According to Aweber, voice and tone are two separate objectives of content; the former is the “mission”, i.e. the message of the email; the latter is the delivery of said mission. This tends to be descriptive and should – in terms of best practice – be conveyed in an emotive way. The key is to humanise the message and make it specifically relatable to a human being’s sub-conscious. Do not view them as subscribers or even customers.
What does this look like in practice?
A great example is Naked Wines’ emails. According to Kunle Campbell, “they [Naked Wines] … relentlessly infuse dynamism into their business” and “their copywriting … is crisply written, with an easily identifiable tone of voice to go along with it”.
It’s worth noting that any business can do this. An email from a financial corporation might find it harder to send a relatable and emotional message than say, a charity or a pet shop. However, as long as you ask yourself the following questions –
- What does the email mean?
- What do we want the individual to feel?
- What do we want the subscriber to do?
– you’ll be on track. Be creative and think outside the box.
https://2xecommerce.com/nakedwines-marketing/ (Kunle Campbell)
The post Humanise your email marketing content and bring customers closer to your brand appeared first on The Email Marketing Blog.Reblogged 9 months ago from blog.dotmailer.com
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
The post SearchCap: Local SEO, links via content & more appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Reblogged 10 months ago from feeds.searchengineland.com
In fact, it feels like the same thing happens every time you launch a promotion. Every holiday. Every deal. Every product. The big retailers can just drop price to win more customers. And then they throw on free shipping to sweeten the deal.
You can’t follow that race to the bottom. But you also can’t keep losing customers to larger competitors. It’s frustrating. Your business offers so much more than price. That’s where your expertise and great content marketing comes in…
Non-product content is your competitive edge
The Content Marketing Institute found that conversion rates for businesses that use content marketing strategies are nearly six times higher than their competitors’. If that wasn’t enough, content marketing leaders experience 7.8 times more site traffic than non-leaders.
You need to go beyond product descriptions and manufacturer specifications to get that type of performance. Blogs, how-to videos, customer stories, and social proof are excellent ways you can provide value, increase loyalty, and stand out from the competition.
You may already be producing some or all of those types of content. You may even be seeing some results. That’s great!
Now you need to take it to the next level to win against the mega stores. Here are five ecommerce content hacks that can give you a competitive edge. Better yet, these tips are easy to execute and are proven to get results.
1. End every email with a “P.S.”
Here’s a simple tactic to upgrade your next email campaign. Add a “P.S.” after the signature or call-to-action of your email.
A P.S. at the end of your email says “Psst. There’s even more good stuff.” The P.S. is the perfect place to stop selling and start sharing your valuable stories and cool how-to information. Doing so will drive more traffic to your site.
You can link to relevant how-to and tutorial videos. Show the joy of an existing customer unboxing the product. Or give away valuable examples of the product in action, like look books, recipes, or wish lists.
2. Make your search box a rich experience
The search box for your online store should be more than a place where shoppers type in some keywords and hope for the best. You want to speed up their search by presenting suggested keywords as they type.
You can make your search box even more productive when you show relevant non-product content in search suggestions. That’s rich search autocomplete that shoppers love.
Adore Beauty has always loved to show beautiful product images to attract shoppers. But they needed more. They created a winning strategy by displaying targeted shopping guides in their autocomplete.
For example, start typing “lipstick,” and you are presented with The Ultimate Guide to Lip Care, and articles on The Best Lip Care Options for Men (… how did they know? J) and The Best Natural Lip Products for Everyone. Now, more than 30% of the site’s revenue comes from the 10% of Adore Beauty shoppers who use site search.
3. Display non-product content in search results
If non-product content works as shoppers type into the search box, then do the same thing in search results. The search results page is ideal for building excitement for the products your shoppers are looking to buy. Customers are more likely to buy if they can get information before they get to the product page.
For instance, Andersen Windows serves up product search results with support information and technical documents. Customers see the spec sheets, installation guides, and how-to videos so that they can better choose the right product for them.
No need to surf around to get that helpful info. It’s right there. Andersen Windows has just shortened the path to purchase.
4. Repackage existing content into episodes
It is time to begin to release your own, episode-based content. A YouTube series, Instagram stories, or a podcast are much more than producing visual or audio content. It’s a story. And everyone loves a good story.
You may be familiar with Gary Vaynerchuk and how he started with Wine Library TV. He talked passionately about great wines and labeled each video with a number. He produced over 1000 episodes. That helped transform his family’s local wine store into a massive online business.
Episodes have two advantages. First, you can simply repackage the stories, tutorials, and examples that you already have into a series. So it’s easy on you to produce.
Second, your audience grows accustomed to the style of information you’ll be providing. You build expectation for what’s next. That makes you stick out in their memories.
Your audience loyalty goes way up with episodic content. As a result, open rates for promotional emails go up, traffic is perpetually increasing, and repeat customers keep buying again and again.
5. Turn FAQs into sales
Frequently Asked Questions (FAQ) pages are notoriously dull. They usually don’t change often either. Yet you field great questions from customers every single day.
Don’t be afraid to display questions that customers actually have and in their language. That’s the best way to help customers make a choice faster. Answer the questions in a creative way. Your responses help engage your customers, demonstrate your knowledge, and show your brand’s personality.
Plus, customer questions can also fuel ideas for other content across all your site and marketing channels. Try these:
- Create shopping guides for product categories or sub-categories
- Dive deep into product-specific questions on the product pages
- Publish a themed playlist on your YouTube channel
- Go live with a Q&A session on Facebook Live, Instagram or Snapchat
REI is one retailer that makes great use of FAQs. The outdoor retailer fields actual questions from its customers and turns them into expert advice videos on its REI Find Out YouTube channel. The effort positions the brand as an authority. And shoppers are more likely to buy.
These five content hacks are simple to execute. You already have the knowledge. You love your customers. Just show it in the most impactful locations of your website and communications.
As a result, your customers will love you back. They’ll purchase from you and not just go price shopping at the mega retailers.
This guest post was created by Bob Angus from SLI Systems.
The post 5 ecommerce content hacks that give you a competitive edge appeared first on The Email Marketing Blog.Reblogged 10 months ago from blog.dotmailer.com