This morning, as I was getting the kids ready for school, my eight year old son Ewan couldn’t find his gloves (we think he left them in mom’s car, and she had left for work).
So, he dug into the hat and gloves pile and found his mom’s winter gloves. “I’ll wear these pink ones,” he declared.
“What if your friends make fun of you?” I asked him, remembering how his friends had ridiculed him earlier this year for wearing a raincoat that ‘wasn’t a boy’s colour’.
“I don’t care,” was Ewan’s response. “I’ll just tell them colours are for everyone, and to wear what makes you happy, not what your friends tell you.”
At that moment, my heart melted, and I couldn’t have been prouder of our son.
As a parent, it was validation, if you like, of the way my wife and I are trying to raise our kids.
To be accepting of others and their choices. To be kind to all, even when kindness isn’t returned. To stand on your own.
Most of all, to be the person you want to be, and not be forced into being someone you’re not, and never can be.
It was a humbling moment, and one that made me realize we can learn so much from children, and not just our own.
The World Through Innocent Eyes
I’ve spoken on here before about us being the . How we, as adults, are the ones that shape the way our kids live, and think, and act.
And it’s true. I challenge you to find any kid that hasn’t had a parental viewpoint forced upon them to display bigotry in any form – though I won’t hold my breath.
In the toxic environment we live in today, where hateful rhetoric and ignorance are used as politicized weapons, we need the innocence of children even more.
The kind of innocence that doesn’t see colour as black and white (no pun intended).
That doesn’t see sexual preference as something to try and “straighten out” as opposed to accepting and encouraging.
That doesn’t see religion as the only way to be a good person, as opposed to actually being a good person and not using religion to persecute those who don’t believe.
That doesn’t see race through the eyes of hatred, but sees it through the eyes of someone different and yet not.
Maybe then, we wouldn’t be so damn tired all the time from the energy exerted into countering shit that should never need to be countered in the first place.
My son has the right idea. So do many other kids like him.
Who knows – maybe this time next century people will look back on this time and ask what the fuck were we playing at.
We can but hope.
In the meantime, I’m going to wait until my son comes home from school, and enjoy being around human beings that truly care for all.
We’ve been saying that all your marketing channels need to work together to achieve your goals. We say that a lot. Each marketing channel is, after all, part of a tactic in your greater strategy. The trick is to leverage each channel at what it does best. So what are each channel’s strengths?
If you’re going to use any marketing channel effectively, you need to know how to use it properly. That includes knowing what works well for each medium. Social media, with some exceptions (I’m looking at you, Instagram), isn’t a great place for direct sales, bottom-of-the-funnel conversions, or the end of a customer journey, or whatever terminology you choose to use.
Luckily, social media platforms – and online marketing channels in general – aren’t islands you cannot build a bridge between.
All of them have their own strengths and the *only thing* marketers need to learn is how to use them to their advantage.
In this post, I’ll show you how to connect two of my favorite ones – email marketing and social media.
What is social media good at?
- Building brand recognition
- Building brand loyalty
- Building community
- Driving traffic back to your website
- Increasing conversion opportunities
The trickiest part of social media is that you don’t control who sees your messages. Facebook, Twitter and Instagram – all have algorithms that restrict your posts’ organic reach. Remember, all these platforms are publicly-traded companies now and their main business is advertising. They’re happy to let you pay to get your message out. But they won’t make it easy for you to spread your words organically.
Email marketing has a big difference – you control (almost) everything. For email, the “how to use it” goes beyond understanding how to use your email provider’s platform. Just like social media posts are written in a way to generate engagement, emails (subject lines and body copy) are written to encourage opens and clicking links.
Why is that?
Because email marketing is good at:
- Building relationships with customers
- Delivering targeted and personalized messages
- Converting subscribers into customers
- Retaining customers
- Delivering upsell opportunities
Email is a great medium for the bottom of the funnel activities and getting customers to the sales page. Remember that email is how most consumers want to receive transactional and business communications. Generally speaking, it’s where people expect to receive offers and sales messages, so make use of that wisely. But if marketers use email and social media for different purposes, how can they work together?
Treat them as complements
Social media and email complement each other. One is good where the other is weak. So use each channel to build the other. Otherwise known as cross-promotion. You can cross-promote your channels in several ways:
Use organic social posts and paid social ads to promote your lead magnets. This will increase your subscriber list as your exposure grows – if you target well and have a valuable lead magnet.
And if you haven’t heard, we’ve recently released a new social media app that can help you with that.
It’s called .
With just a few clicks, you can create engaging animated social media posts and publish them on Facebook, Twitter, or Instagram to promote your brand.
Choose from 150+ templates, add your own photos and text, apply filters, and more. You should really give it a try!
Ok, we’re done bragging ;).
But, speaking of apps, you should use a few more of them.
Use apps like a Facebook web form integration to allow people to sign up for your list straight from social media. We do this ourselves at GetResponse – we offer our list-building course as a lead magnet.
Leverage user generated content across all your channels to build community. This can be reviews, posts from visitors to your social profiles, or even Instagram images. Always ask before using!
Look at how Paravel leveraged user generated Instagram content in one of their emails:
Include your social profiles in your email template
This is a little trick you can use via social icons. Check out this email we sent to promote Beam this Black Friday, find the social icons at the bottom right corner of the email. That’s how you can use the template – subtle, necessary, and effective.
Use both channels to get your subscribers to become your social fans – and vice versa. The goal is to get them join your list or follow you on social networks – whichever they have not done yet. Offering discounts specific to each channel, if they perform the requested subscription or follow (respectively) is one way to do that. Check out what Good American did to encourage their email subscribers to become their social fans wherever they were:
Use social ads targeting your email subscribers to direct them to specific product pages. This is a common thing you’ll see in your newsfeed. Here are some examples based on tracking cookies from website visits:
Think of the Rule of Seven in marketing. It’s easy for both email and social media to be at least two of those contacts before a customer purchases from you. Which is the ultimate goal, after all.
Use your community, like a Facebook group, to build your email list
There are several ways you can do this. One is requiring those who wish to join the group to onboarding questions.
Another is that you could also use a lead magnet as the cover image, with a link to the lead magnet in the image description.
Share your content between channels
This should seem obvious within the context of a larger marketing campaign. Use the same content, adapted for each medium, across all your distribution channels. That keeps the messaging consistent and recognizable. But it’s not necessary to take this course of action just for campaigns. Use your content wisely across email and social media. If there’s a great video that will help your audience, use both social and email to bring it to your customer’s attention.
Drive traffic to wherever you think is most important for your goals. Create teasers from long-form content to drive fans/subscribers to your destination/lead page. Use more than one channel. Social algorithms mean you never know when a fan will see a post. So, what if they happen to see it on more than one social network? That’s an extra “Rule of Seven” contact.
One is not better than the other
Remember that email marketing and social media are both necessary for a well-rounded digital marketing strategy. One is not inherently better than the other. Each channel has its own strengths and weaknesses. Each has its own place in the marketing ecosystem.
How do you do it?
Have you been successful in integrating both social media and email marketing in your business? What’s worked for you? What hasn’t? Share your successes in the comments below.
The post appeared first on .
So, I have some BIG news…
I am going to open enrollment for each of my online courses one last time (on December 14th)… and then, I intend to never sell these courses again.
Or, in other words:
After this final enrollment, I am quitting online courses.
(And don’t worry. If you already invested in one of my courses, you won’t lose access. The website will still live on. I’m just done selling them after one final enrollment period).
“Why? ARE YOU CRAZY!?!?!”
I’m not crazy.
“IS THIS A SCAM? A TRICK? A GIMMICK?”
“OKAY TELL ME EVERYTHING.”
Here’s the full story…
The Golden Years
I started Social Triggers in 2011.
I had the worst haircut.
The worst handwriting.
And the worst video quality…
…but things still went great.
I had no idea how I planned to make money, but I didn’t care. I just liked sharing cool content, psychology research, and applying it directly to online business.
I wrote. I had a marketing podcast before podcasting was cool. And I filmed YouTube videos.
And I built a following pretty damn fast. Millions of visitors. Almost a half a million email subscribers. And I was making millions of dollars.
It was so strange, too. I grew up poor. My dad was in jail most of my life. My mom was on welfare. And I was surrounded by drug addicts who would steal money from my mom. Things were pretty bad.
And now, I was an “internet guru” teaching other businesses how to start and grow their business. And it was working. Like crazy.
It was the golden years for Social Triggers…
And Then Something Went Wrong In 2015…
I didn’t spot it at the time.
However, look at the facts:
I published a video on YouTube in September 2015, and then I never published one until March 2017 – almost a 2 year hiatus.
I released this infographic on Facebook in November 2015. It went super viral. People ended up stealing it and pretending like they made it, but this is literally how I felt at the time… even when business was going great.
And even though 2016 went on to become my best year in business, I felt more and more burnt out.
I Felt Burnt Out – BAD
I finally realized I was suffering from burn out, and I knew I needed to do something about it.
So, I started experimenting with new business ideas and business models.
1. I experimented with a social skills course, and even though I loved teaching it, I didn’t thinK I could scale it. So I killed the project.
2. I launched a fitness coaching program. This was out of left field, of course, especially for me, so I partnered with a fitness expert to deliver it. This also went well, but I didn’t think I would find that business interesting, either.
3. I began researching physical product businesses. I talked to the owner of a childrens’ toy company, and thought about partnering up with them to bring children toys to market. I also talked to an apparel company and thought about marketing clothing.
4. I launched a high end mastermind where successful business owners paid $25,000 to join for 6 months for both business advice and coaching.
5. I hired a new videographer to create videos, and then proceeded to make… almost no videos.
Even though this sounds like I was all over the place, I can tell you that, it’s because I was all over the place. I was experimenting, and trying to find something else I could do here at Social Triggers that would alleviate the burnout.
None of it worked.
And that’s when I realized it’s because Social Triggers was a great business…
…but I didn’t understand WHY I was doing it.
Sure, I enjoyed helping business owners, and watching them get results is absolutely amazing, but I felt myself wanting to do something bigger. Something more important. Something that could impact more people, in more ways.
And quite frankly, build something that could become a huge business that regular people would know about.
But Then I Got Lucky After One Conversation…
So, there I was. It was the end of summer of 2017, and I was telling my friend about my problems at his lake-house in Connecticut.
And he said, “So, let’s start a new company. I’ve been thinking about getting into the health and wellness space. You interested?”
“But I don’t have an audience in that space, but I have an idea. I’ve been talking to another friend about doing this for years, and maybe now is the time to do it.”
So, I called her up, and within about 2 weeks, I co-founded a new company called Truvani, where we sell health and wellness products (like protein powder, marine collagen, turmeric, bone broth, etc).
We kept the company lean, at first.
We had a crazy idea to use high quality ingredients in our products… it’s crazy because even the companies who say they use high quality ingredients had lower standards than we had… and I wasn’t sure if it would work out.
But still, by November 2017, we pre-launched our first product – a turmeric supplement. And things went very well. So well, in fact, that I finally felt alive again.
LOOK HOW MUCH FUN I WAS HAVING:
First, I truly believed in our mission – creating high quality supplements, with real food ingredients.
Second, the challenges associated with a physical product business were exciting.
And finally, I felt like I had some new things to talk about for Social Triggers.
So, I Did Something Even Crazier…
I started 2018 strong. I started a daily vlog where I wanted to take people “behind the scenes” of my daily life of running 3 separate companies – Social Triggers, Zippy Courses, and Truvani.
Like I didn’t have enough on my plate already, but whatever. I jumped and planned to figure it out as I went along for the ride.
I published one video every single day. There was no real “purpose” behind the video a day ordeal other than the fact that I’ve always been a creative at heart and felt like I had something to say.
We did cool videos, too.
I played chess.
I taught random business and life lessons from the park.
I told the story of the Empire State building being built in a year.
But all the projects began to add up. It was too much work.
It Became Too Much – And Then I Had To Get Honest
When we began shipping our first Truvani product, and launched it to the world, I realized something…
Starting a business like Truvani was invigorating. I was doing something that I believed mattered for the world. And I was having a lot of fun doing it.
…but the work from all of my businesses began to pile up.
I had a daily vlog. Social Triggers. Zippy Courses. Truvani.
And it all came to a head when we started shipping our first product from Truvani at the end of February 2018.
We began shipping it, and launched it again, and everything went so well, that I was left thinking, “Wait a second. Truvani has some real legs here. Maybe I need to focus on this 100%.”
And the work was becoming TOO MUCH, but I thought I could handle it.
And Then I Got HUGE News
I found out I was having a baby.
So, there I was.
I had Social Triggers, Zippy Courses, Truvani, a Daily Vlog, and a new baby on the way.
I had to get real.
I quit vlogging on the drop of a hat. I didn’t have the time, and something had to give.
And then I thought about axing Social Triggers, as an online course business, and just focus on Zippy Courses and Truvani.
…but would I really do that?
My personal brand.
Would I really just walk away?
I wasn’t so sure.
Social Triggers was my baby. And now I would be going dark. I’d disappear from the public eye, and go “behind the scenes” in a different company.
I was still an owner. A co-founder. But I wouldn’t be the Derek Halpern that everyone knew and loved (and maybe hated).
I Deliberated About This Decision FOR MONTHS
I loved Social Triggers, and I loved my new business. But things started going so well at Truvani, that the work kept piling up.
We launched our first product in February 2018. We launched another in May. Another in July. And we were changing peoples lives for the better around the world through this new company and our new products.
I slowly brought over all of my employees from the Social Triggers information business into my new company Truvani.
I stopped creating new content on a regular basis.
And to be truthful, my heart was all in on Truvani, and Zippy Courses, but I wasn’t ready to admit it to the public yet.
Then My Daughter Harper Was Born…
Her name is Harper Halpern.
She’s pretty cute, if I say so myself.
And I plan to dress her exactly how I dress.
Black sweat pants. Black t-shirt. Sparkling shoes.
She doesn’t fit in them yet, but I have them ready!
One of the things I believe in most is taking decisive action, and it’s an example I’d like to set my daughter as she gets older.
Winners don’t hem and haw. Winners pick a direction, and go in that direction.
…And it’s time that I do the same thing.
Social Triggers, as a publisher of online courses, will no longer exist.
I plan to take things back to the beginning.
I’ll publish content when I have something important to say, but I won’t be actively looking to turn everything into an online course.
Instead, I could share cool content, psychology research, and other stuff that applies directly to living a great life and running a great business.
With no strings attached.
So, while I may be done with courses, you’ll quickly find that I still have a big mouth ;-).
If you’re on my email list, you’ll still get emails.
But if you want to follow along with what I have planned…
…I highly suggest you follow me on Instagram.
And if you want to hear more about when I launch my courses for the last time, look for an email from me on Friday.
C-H-E-A-P-S-K-A-T-E: 10 Ways to Boost Your Ecommerce Business with Low-Cost Marketing Tactics
Who are you calling CHEAPSKATE?
No one likes to be called a “cheapskate.” However, today cheapskate is a good thing.
Wear the badge with honor. You see, CHEAPSKATE is an acronym I created to unravel a series of ways you can boost your ecommerce business with some highly economical sales and marketing methods.
I’m going to riff a bit on each letter and offer tips for various ways you can execute each tactic.
Here’s a preview of what we’ll cover:
- Social media
I hope the passages and examples presented in this guide inspire ideas to help you become a more successful and cost-effective
C is for Competitions
One of your marketing objectives must be to continuously grow your email list. Another, I hope, is to learn more about the preferences of your prospects and customers.
Conducting competitions has proven an effective and inexpensive way to accomplish both objectives. Try the following:
Contests promoted on social networks, your website or any channel will generate awareness, drive traffic and increase conversion. A post on ShortStack details 11 ecommerce as well as the many benefits of conducting contests.
Contests may have interactive elements – such as pick your prize or cast a vote. Consequently, the data you collect will reveal useful insights into customer preferences.
Who doesn’t love free stuff? A giveaway is simply a form of a contest where winners are chosen at random. Contests, on the other hand, are judged.
While your contests and giveaways may offer a limited number of prize winners, you can make every contestant a winner by rewarding them with coupons and special offers.
The first two contests above engage prospects and enable your brand to collect . Competitions such as these often feature photo and video contests.
The third example is a simple giveaway – contestants enter for a chance to win a relevant prize.
Images courtesy of (from the article mentioned above)
H is for Help
As you probably know, in the world of content marketing you focus on delivering free resources to prospects designed to educate, entertain and inspire. We’ll focus on the education element with the following smart plays for ecommerce brands:
Your blog should be a consistent source of education about topics relevant to the challenges your customers face.
Develop “how to” guides in the form of ebooks, buying guides, checklists, cheat sheets, infographics, and even short courses. Gate the content with forms and landing pages to grow your email list.
While some prefer to read, many others rather watch. Make helpful videos that fulfill the same role as documented guides. They need not be elaborate or expensive. Here’s a robust list of ideas for
Chat and chatbots
Some call it “conversational commerce,” that is, connecting through messaging apps. You can offer live chat or employ chatbots to provide assistance to customers to answer questions, deliver advice and help resolve issues. Chatbots use AI to infer customers’ preferences and create a better shopping experience.
Zenni Optical commits to creating resources to help customers throughout the selection, fitting and buying process.
The images here show a page where a variety of “how to” content is offered. Shown are one of the many videos and an infographic, which is accessed from within their “Quick Start” guide (neatly displayed as pull-down atop the “how to” page).
Images from the
E is for Email
Email is digital marketing’s . We’re happy to deliver heaps of evidence. Email delivers a in that it’s an economical way to acquire leads, convert leads to customers via lead nurturing programs, and retain existing customers.
The different types of emails you might send prospects and customers are potentially enormous. Here’s a shortlist of proven winners:
The welcome email is an all-important tactic used to offer thanks, set expectations, deliver any type of offer, and help win over a newbie.
Discounts inspire purchases. ‘Nuff said.
Those slippery shoppers come and go. Unfortunately, the majority goes – even after beginning the purchase process. Abandonment emails often contain a sense of humor and attempt to gently nudge the prospect back into the buying process.
Smart confirmation emails do more than act as a receipt. They make additional recommendations, deliver offers, and instill in the customer the idea he or she just made a good decision.
Upsell and cross-sell
Follow-up emails might suggest upselling ideas where you invite the buyer to make a grander selection (bonus size, kit, subscription). They might also feature cross-selling suggestions in which a complementary product is offered.
Buyers opt-in and buyers tune out. The re-engagement email is used to win them back. For obvious reasons, special offers tend to be featured.
Send your subscribers occasional surveys to build goodwill, deliver purchase incentives, learn more about their preferences and help improve your subsequent email campaigns.
Say thanks. Share some love. It helps.
This email from Casper provides a strong example of a lead nurturing email to support their customer onboarding program.
Pictured are a few email templates amongst a robust portfolio offered within GetResponse, designed to fulfill the wide variety of email marketing needs of ecommerce brands.
A is for Automation
Email may be the heart of the marketing automation platform. However, there is indeed a body of parts that work together all around it. And the parts are tied together with data.
Your marketing automation software enables you to collect and use data to target, personalize, measure, and optimize online marketing campaigns for:
- Lead qualification (tagging and scoring)
- Post-sale communication
- Managing relationships
- Conversion optimization
Marketing automation platforms come in different shapes and sizes, and naturally, price ranges. Also, technology can be acquired in parts and pieced together to meet different needs.
The economic approach, however, is to select a provider based on:
- Feature sets and plans that meet your needs
- Integration capabilities with popular platforms
- Ease of use
As a customer of – and writer for – GetResponse, I’m partial to their elegant “all in one” approach, which includes robust tools for:
- Email marketing
- Landing pages
- List management
P is for Proof
Social proof is…
- The idea that we look at what others say and do to help guide our decisions,
- One of the most powerful tactics for swaying purchases,
- Absolutely everywhere on the web,
- A necessary component for ecommerce, and
- A ridiculously economical tactic to induce sales.
Social proof can take so many forms…
- Reviews and star ratings
- Bestseller lists
- User-generated content (photos and videos)
- Trust badges such as seals and certifications
- Media logos (“as seen in”)
- Client logos
- Subscriber counts, purchase counts, customer counts
- Social media numbers (followers, shares)
- Test results
Amazon has perfected the art of delivering social proof by enabling customers to post product ratings and reviews.
Honest Tea provides a form of social proof with trust badges that highlight their service is Fair Trade Certified and the products are USDA Organic.
Social proof examples shown here were sourced from the Sleeknote blog.
We’ve spelled CHEAP.
Want 5 more ideas?
It’s time to spell-out
S is for Social Media
The best way to use social media for ecommerce is to buy ads on the channels your customers use. When you open your wallet to do so, the media’s ad servers will programmatically respond with targeted ads to expand your brand’s visibility deliver the clicks you bargained for. (Social media ads generally are based on the pay-per-click model.)
We’re not going there today. Remember, we’re focused on cheap strategies.
The second best way to use social media for ecommerce – and the only way to justify doing so – is to achieve greater reach and build a fan base by committing to forging connections, engaging them, and building relationships.
Some essential tips:
- Don’t aim to be everywhere instantly. Instead, focus on the channels with the highest chance of success.
- Create, curate and post content your target audience finds relevant.
- Monitor conversations about your industry and mentions of your brand.
- Engage consistently, but resist the temptation to sell constantly.
- Feature your customers as often as possible.
- Evaluate the metrics provided by the media sources and use Google Analytics to track traffic and conversions.
Above all, think visual.
indicates the average order value on Instagram is $65.00 in the U.S.
Instagram is the fastest growing social media channel and a favorite choice for ecommerce brands. Following are tips for engaging followers on Instagram.
- Feature user-generated content.
- Have a sense of humor.
- Showcase authentic lifestyle shots.
- Go behind the scenes of your company to capture photos and videos.
- Create visually interesting quotes.
- Conduct promotions including contests and giveaways.
Clothing brand American Apparel encourages its customers to tag their Instagram posts with #americanapparel. When I captured this image, the photo and video count was approaching 1.1 million posts.
As you see in the example, customers often create quality ad-like content, which generates engagement in the form of comments and likes.
K is for Keywords
Your long-term results depend on achieving success in search. And your success with search depends largely on the effective use of keywords.
Consider the outlined by SEO expert Chris Yee of Square:
- Gather – Create a significant list of relevant keywords that pertain to your business. Use Google Search Console and scour your own web analytics data and onsite search.
- Categorize – Stratify your keywords by topical themes. For example, color themes, discount themes, etc.
- Insights – Quantify the relative importance of your themes. The data will provide insights you’ll use to prioritize your website and search marketing plans.
- Action – Act on your insights. If you grouped keywords by brand, you may need a page to target those terms along with the appropriate subcategories.
Understand the power of long tail keyword phrases.
Long-tail keywords contain three or more words.
- “Acoustic guitar” – This is not a long-tail keyword. It’s a seed keyword with extremely high volume search, but low buyer intent.
- “Used 12-string acoustic guitar” – I believe it’s simple to grasp how the specificity of this long-tail keyword phrase suggests increased buyer intent. Related phrases could include brands, colors, materials, styles, etc.
Long-tail keywords make up over 70 percent of online searches and convert better because they catch people further along in the buying cycle.
Here’s a tasty little cheat sheet with from a post on the BigCommerce blog about building perfect product pages.
“Best Cabernet Sauvignon under 20” is a great example of a long-tail keyword phrase that (1) has high buyer intent and (2) is searched at a significant volume.
The top half of the search engine results page for the phrase served me a carousel of Google Ads featuring images, special offers, and reviews – followed by ecommerce product pages and highly specific blog posts.
A is for Advice
What shopper doesn’t want advice? In the brick-and-mortar store, all day every day, shoppers ask for product recommendations and help making purchase decisions. Your challenge is to fulfill this need on your website with “guided selling” and you can do so in many ways:
Create product advisor content in the form of blog posts and downloadable assets such as buying guides, cheat sheets and checklists. (Yes, I touched on these above under “Help.”)
Display popular choices for specific categories and product lines. Buyers tend to favor the top sellers.
Showcase relevant products and/or competitive products. Make cross-sell and upsell recommendations to increase order value.
Collect and display product reviews.
Providing advice that helps shoppers make informed decisions positions you as an expert. It can improve traffic from search and give shoppers more confidence to part with their money.
I selected a relatively inexpensive flower bouquet on the ProFlowers website from a selection of “Best Sellers.”
The subsequent product page offered a suggestion to “upgrade to the deluxe version” (an upsell), followed by a short list of well-matched vases (a cross-sell). A couple of bouquets in a separate “You may also like” section match my original price point.
T is for Tools
Effective tools for ecommerce sites are continuously introduced. Keep tabs on new and innovative tools and experiment often with those you believe might improve the customer experience and boost sales.
Some proven winners employed by ecommerce champions include:
Consumers prefer onsite search to navigating by category and spend more when they use it. Note that few ecommerce brands have mastered mobile onsite search, so doing so presents a competitive advantage and clear conversion opportunity.
Shoppers glean great value from digital tools such as digital assessments and quizzes. Interactive product advisors or quizzes spare shoppers from extensive research and deliver fun and informative shortcuts for discovering the right products. Bonus: they also provide you with valuable insights about your customers.
A drives customer loyalty by providing incentives and rewards for patronizing your store more often. Loyalty programs might offer discounts, coupons, rebates, free merchandise, priority access to products and helpful content.
MizunoUSA.com offers a smart interactive tool to help buyers select the perfect baseball glove to match their needs.
E.L.F. Cosmetics encourages shoppers to join its free “Beauty Squad” loyalty program and elegantly presents four compelling reasons for doing so.
E is for Ease
And F is for Friction, a factor an ecommerce brand must eradicate.
I found a useful foursome of for explaining how to help guide buyers down the easy, frictionless path they seek.
- Shorten the path to purchase
Put yourself in your customers’ shoes. Is there information missing when they discover your product? Can you eliminate any steps to purchase?
- Improve the mobile experience
The relationship between time and money spent on mobile is alarmingly dire for online sellers. Focus on making your mobile store more user-friendly with uncluttered design, fast load times, and a streamlined checkout process.
, a report from ComScore, reveals a 49% gap exists between the share of minutes on mobile versus share of ecommerce spend. It cites the top five factors that minimize conversion:
- Security concerns
- Cannot see product detail
- Navigating is difficult
- Can’t browse multiple screens/compare
- Too difficult to input details
- Show the products nicely
Help your shoppers overcome what’s missing from the in-store experience however possible. Feature high-quality images, a magnifying glass feature, lifestyle images, 3D images, video, FAQs, and detailed product descriptions.
- Optimize the checkout process
The ultimate friction eradicator is a fast and friendly checkout process.
- Ask only for the information you need. If it’s not imperative the buyer creates an account, don’t force it. Allow “guest checkout.”
- Offer guarantees, free shipping, shipping details, security assurance, and whatever you can to increase the buyer’s comfort level.
- Handle the phones and chat. Don’t make customers wait for the answers they want at that critical moment.
- Offer simplified payment methods such as digital wallets, PayPal, etc.
Threadless provides a smooth checkout process to reduce friction. Buyers are sent straight to the shopping cart page without the need to register first. All purchase details are reviewed on a single screen.
Clothing brand H&M offers shoppers an interactive chatbot that acts as a fashion advisor using photo options and asking questions to deliver product recommendations.
Invest in the growth of your ecommerce brand.
Of course, I realize you’re going to invest in online advertising and other paid techniques in your quest to identify high ROI marketing tactics for your online store. I also realize that many of the tactics this guide presents may require investments in development or specialized platforms designed to add selling power to your store.
Nonetheless, some – or many – of the ten ideas that comprise my CHEAPSKATE list may be tactics you haven’t yet considered or tried.
Try a few on for size. Your register’s likely to ring more often and quickly justify the resources you invest in improving your ecommerce business.
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Email Marketing has been a cornerstone practice for both marketers and bloggers for almost two decades. The simplest reason for its prevalence is its fantastic return on investment and ability to garner and nurture an audience.
Although it is a well-established practice, it can still be challenging to use this tool to market your blog effectively if you don’t know where to start. The key is always to focus on the fundamentals first. Once you have those mastered, then you can tweak around with your tactics and see what works specifically in your case.
In this post, we’ll showcase evergreen fundamental that are sure to get you more traffic and quality leads.
Understanding Basic Email Components
When it comes to email marketing, it helps to break down your message into its three core sections. For any effective email, the subject line, the body and the CTA are the three integral parts that any marketer needs to get right. You do that, and it’s going to be a win!
As a blogger, if you can pay attention to these 3 aspects of emailing, you can be sure to see your traffic numbers steadily grow. Let’s look at these 3 aspects in a little more detail:
1. Subject Line
The subject line is the very first impression of your email when it lands in a recipient’s inbox. A catchy and enticing subject line will urge your subscribers to open the email. You won’t be surprised to learn that 35% of emails are opened, based solely on the email subject line.
When you are fighting for space in a recipient’s inbox, subject line happens to be the only thing that can help you stand out from the clutter. Therefore learning to craft eye-catching subject lines can really improve your open rates.
A few things you can do to improve your subject lines are:
-Keep them short, sweet and to the point
-Use the recipients’ name if you have this information available
-Optimum length for subject lines is
-Use catchy headlines but keep them specific to the content of your email
CTAs or Call-to-Action buttons are usually designed as little boxes that direct people to your website.
They offer a distinct next step that an email recipient can take in regards to your email. To improve click-through rates (people who visit your blog through emails), use a compelling call to action that offers a real benefit to your readers.
Think of CTAs as the gateway between a recipient’s inbox and your blog. Given that a major purpose for email marketing is to increase blog traffic, your whole email eventually boils down to the magic CTA button, and whether or not the reader is going to click it or not. Some steps you can take to improve your CTAs are:
-Make your CTA stand out against the email body
-Make sure the reader understands the CTA is clickable by making it a button and using simple verb-based copy
-Place it next to elements that support the CTA rather than take attention away from it
-Use short and compelling text for the button
-Leave white space around CTA to make it pop
Now that we’ve gone over best practices for designing CTAs and subject lines, let us look at the most important aspect of the email, the actual body itself.
3. Email Content:
Subject lines and CTAs will only pay off if the actual content of your emails is compelling and relevant to your subscribers. Even then, good content can be overlooked if it isn’t presented well.
You should ensure certain steps that can really make your content pop, and make it easy for the reader to navigate your email. Some actionable tips are:
-Keep your message concise, to a point where it can not be simplified any further
-Create a hierarchy of information, adding the most important information first (remember you are competing for a recipient’s limited attention)
-If you have a lot to say, break up your content under sections and headlines
Organize your email for quick reading so people can get to your point as quickly as possible
So what do these tips mean for you as a blogger?
As bloggers, people naturally focus more on updating and maintaining their actual blog and instead view marketing as a supplementary activity. Or they lack the knowledge to implement effective marketing.
These tips give you the advantage of not having to research and experiment with email tactics to come up with a winning solution. Consider these tips as best practices, and use them while still maintaining a primary focus for your blog.
Working on Your Email Timing
Your blogging efforts only pay off if there is an audience to engage with your blog. An appropriately timed email is a great way to increase the chances of people opening your emails.
aggregated results from 14 email timing studies and here are their most important findings:
-The best day to send an email is Tuesday.
-If you send two emails a week to your recipients, choose Thursday as the day for your second email.
-The best time to send emails is 10 a.m (when people have settled into their office space) or 8 p.m (likely the lasts time people check emails before going to bed).
Do play around and experiment with timings to see which time works best for you. Although these tips represent averages and in most cases, they do deliver the best open rates, the case may be different for your specific blog according to your unique audience. And that brings us to our next point.
Knowing your Target Audience
Understanding whom you are blogging for and what sort of people you will be sending emails to is a crucial part of your marketing strategy. When you know who you blog for, it is easier to create marketing campaigns and easier to create compelling content.
When you know your email subscribers, it will also be easier to create segmented lists, figure out what sort of emails they respond to and what times of the day are most suitable for sending emails, according to their behaviors.
So how does one get to know their target audience?
Start with secondary research. Look for blogs similar to yours and see what kind of people they are writing for. Look at market studies to learn about online behavior and how people in your niche generally behave.
Then make your research a little more personal. Start reaching out to your current subscriber base. Reach out to them, talk to them. Learn what kind of jobs they work, what variety of activities they involve themselves in, learn about their lifestyles and behaviors. You can even be direct and ask them why specifically they visit your blog.
As a blogger, you also have the advantage of direct interaction with your readers. Check your comments section, start conversations with them and see what you can learn through what they write.
An easier method is to create opt-in forms on your blog. Use lead magnets (e-books, offers, guides) to get valuable information from your visitors — information such as job, interests and obviously email addresses.
Look at this example for inc.com, a company operating in the finance sphere. They offer to help you out with common money problems, and in exchange, they learn what sort of financial issues you commonly face. Using this information they can create segments for different types of people that visit their blog and send them targeted personalized emails.
Finally, the key to your blog’s long-term success lies in repeat visitors, who are comparable to loyal customers. If you get to understand your audience’s needs and likes, you have a better chance to get them to subscribe to your content so that they keep coming back.
A/B testing, also known as split testing, is the practice of experimenting with variants of an email to see which performs best. The way to judge performance is to set a metric and measure whether variant A or B performed best against the metric.
In case of a blogger wanting to check which subject line works best for them, he would see which of his two variants had a higher open-rate.
If they want to check which copy for a Call-to-Action button performs better, they will review the click-through rates for both variants. With A/B testing you can measure performance for:
You can play around with many aspects of your email to learn what your audience responds best to and thereby improve your marketing efforts.
In closing, it is worth reminding that while all these tips serve as excellent tools to boost your blog, the real growth comes from producing and maintaining quality content on your blog. If you’re blogging with a purpose, sooner or later, you will start to see your visitor traffic grow and you will earn great opportunities for monetization.
Rukham Khan is a writer for , an app focused on growing emails lists and helping users with all things email marketing.
Your event registration page plays a critical role in converting website visitors. In addition to , your event registration sets expectations for your audience and defines your event brand as a whole.
To maximize its potential, your event registration strategy should include elements of the following examples as well as your own personal take on each approach. Increasing event contacts and session registrations is a high priority task for event marketers. This is why it’s so important to use your landing page to make a great first impression.
With tips from this guide, along with real-world examples, we’ll surface event registration landing page best practices and the steps that need to be taken to . Most importantly, you’ll be inspired to enhance your marketing and promotional strategy to maximize attendance.
What is an event registration landing page?
In its most basic iteration, an event registration landing page is a web page dedicated to converting website visitors to event attendees. It is often separate from the homepage of an event website, although a homepage can be constructed to drive conversions by embedding registration widgets. Alongside a registration form, an event registration landing page often contains information about an event and an overview of ticket types to educate potential attendees.
It’s good to remember that the number of people who register for your event might not align with the number of people who actually attend. Event registration, therefore, requires marketers to maximize the opportunities for conversions through a landing page that follows marketing best practices.
10 examples of effective event registration pages from leading brands:
1. Money 20/20 Asia
Your audience has a lot of events they can choose from. So how do you show them yours is the best? Follow this example from Money 20/20 and add trust-building indicators like recognizable brands to let visitors know you’re at the top of your field.
Adding these references adds credibility to your event and helps it stand out from a sea of copycats. So go ahead and brag. Doing so will more than likely boost .
Key Takeaway: Choose your most important affiliation and prominently display it just below the form on your event registration page.
In this example, MagentoLive focuses on an action-oriented . Their site flow streamlines the visitor’s experience by offering them a variety of actions. If the prospect is not ready to register at first glance, they have a few different actions they can take.
For instance, a visitor can share the event on social or apply for a merchant discount if they fit the qualifications. Social sharing is an important addition to this registration landing page because potential attendees might be interested in seeing who in their network has plans to go. Meanwhile, the opportunity to apply for a discount might encourage would-be attendees who face budget limitations.
Key Takeaway: Create multiple visitor experience tracks by optimizing your landing page flow to enable a variety of user actions.
3. Hashtag Sports
Spotlighting their Standard Pass is a great example of contact segmentation. Hashtag Sports gathered information from their , carefully analyzed offers being made by their competition, and proved that they clearly understand their attendees and their ticketing preferences.
There are more options below the fold that are targeted toward groups and industry insiders, but it’s likely that future prospects won’t even need to scroll and find them. Instead, they’ll simply select this first option since it has been tailor-made for them.
Key Takeaway: Streamline your ticketing presentation by showing the most popular option first, keeping it free from the distractions created by other packages.
4. The ABM Innovation Summit
The ABM Innovation Summit has a smart tactic for email list building: offer a coupon. After clicking the orange buttons on either the center of the page or the top right corner, site visitors are prompted to enter their email to reserve their generous coupon.
By signing up, they agree to be added to their notifications which could include newsletters, event reminders, and affiliate codes to expand their reach further. The possibilities are endless with this high-value offer and can be applied to any advanced reservation option.
Key Takeaway: Build your email list through reservation pages that allow prospects to receive something valuable in exchange for future communication with your brand.
As a whole, this event registration landing page by Moz for their MozCon event is extremely informative and helpful for prospects. Their value proposition is immediately addressed with categories like speakers, content, and network displayed towards the top.
Those curious about MozCon can learn, in mere seconds, that attending this event will allow them to gain exclusive educational opportunities from thought leaders, gain actionable insight into their industry, and meet some interesting people while they’re at it.
Key Takeaway: Utilize the power of the by making it easy for viewers to see and understand the value of your event at first glance. Showcase these highlights at the top of your event page.
6. UXSG Conference
Limited time ticketing offers put the pressure on attendees who are already interested in going to your event to fully commit. Early bird, and super early bird ticketing (as you’ll see presented in this example from the UXSG Conference), help event planners gauge their ability to sell-out from the get-go. Their use of bullet point lists makes the offers easy to skim, which makes the decision-making process easy too.
Key Takeaway: Test out an early bird option, complete with a full description, on your landing page. Also, if you offer more than one early bird option be sure to keep track of each package with the help of an event registration software or another analytics tool.
7. Growth Acceleration Summit
This event registration landing page showcases the power of simplicity. By displaying a registration form with a limited amount of questions, the process becomes faster and easier for visitors. User-friendly features like this one eliminate friction caused by lengthy questionnaires and unnecessary information that attendees might not be interested in sharing anyway. with this simple tactic.
This page also helps generate contacts for a future event, even though the final event website may not be done.
Key Takeaway: Registration forms should be short and to the point. Review yours and pare it down to the bare essentials. If the website for a future event is not yet live, it may be worthwhile to gather contacts from an existing, highly trafficked registration page.
8. Connect Central
Connect Central does a great job of using one of the many ; three-pronged pricing. Three-pronged pricing is the addition of two extra pricing options that make the bait offer more attractive. The first ticketing option displayed should be the most basic package. The second is the advanced package. It’s more expensive than the basic, but it adds a lot more value and is, ultimately, the one you’d most like visitors to choose.
Finally, your third tier pricing should be your most expensive and include all possible bells and whistles. This more expensive option should interest them enough to get a bite, but be priced so that they’ll lean towards the second package instead.
Key Takeaway: Create a three-tiered pricing option for ticketing that entices your future attendees to select the package you’d like them to choose.
9. The Future of Marketing by The Drum
Sometimes it only takes one . In this example, The Drum highlights the importance of finding your ideal CTA button placement. Try adding your registration CTA to the most visible spot on your webpage. Use the surrounding design to guide your user’s eyes to it. Although it doesn’t appear in this instance, it can also help to make your button color that stands out from the rest of your website.
Key Takeaway: Drive conversions and incentivize visitors to take immediate action by moving your CTA button to an obvious position on your display.
This event registration landing page does a great job of combining dynamic design elements with informative copy. Through the use of simple and clear navigation, potential attendees can view the many policies and procedures necessary for participating in this multi-day concert and camping event.
Given its popularity, Coachella has to focus on simplifying what could otherwise be a very complicated experience given the sheer volume of attendance and the details involved in the experience. They are able to pull it off without sacrificing the brand in the process.
Key Takeaway: Convert visitors without sacrificing vibrancy by fully displaying registration steps with summaries, descriptions, and all essential information.
Designing a web page that converts doesn’t have to be complicated. Just keep these main points in mind:
- Simple is always better. Bulleted lists, summaries, and clearly marked steps make the user experience better and the registration process easier.
- Look at it with fresh eyes. Consider key elements like visitor flow and CTA placement from your visitor’s perspective when making design choices.
- Have a ticketing strategy. Whether you offer one ticketing option or three, super early bird or standard admission, make the choice obvious for attendees with smart pricing and clever displays.
Everyone knows that getting a high percentage of landing page conversions isn’t the easiest thing in the world. Luckily there are many ways to alter your event registration page and maximize its effectiveness. Tips from the above examples will likely serve you now and well into your event planning future.
Author: Brandon Rafalson, Content Marketing Manager at
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“If you can’t measure it, you can’t improve it.” – Peter Drucker.
It’s the same for your email marketing campaigns.
But what many marketers don’t realize is email marketing metrics go beyond open rates, click-through rates (CTRs), and unsubscribe rates.
In fact, these won’t help you see how email impacts your business performance.
So in this guide, we’re going to look at all the key metrics you need. The ones you see in your email marketing platform dashboard, and the ones you can only calculate yourself – once you know the costs and have defined what conversions look like to you.
Know how you compare
Before we dive into the metrics, I’d like to invite you to bookmark a handy resource.
is our quarterly email statistics report with expert analysis – so you know when to send, personalize and tweak your emails for better engagement and performance.
Metrics to monitor
Below are the most important email marketing metrics you should track. We’re always updating it. So if you think it’s missing something, let us know in the comments below.
It’s a long list. But you can click the quick links to jump ahead.
Note: Different email marketing service providers may have their own ways of calculating these metrics. The following formulas are something I’d like to refer as a “standard” way of measuring your email campaigns’ performance. To be sure that you’re comparing apples with apples, I’d suggest that you compare the metrics using one single tool or analytics dashboard.
Key email marketing metrics:
1. Open rate
What is it?
Email open rate is simply how many times subscribers opened your emails.
It’s shown as a percentage, and is calculated by dividing emails opened by emails successfully sent (excluding those that bounced).
Here’s how you can calculate your open rate:
|Email open rate = (# of email opens / # of emails delivered) * 100%|
How is it tracked?
To track email opens, most email marketing providers embed a small transparent image or 1×1 pixel into your emails.
The host server then records the ‘open event’ when the browser or client request to download the image.
That means an open only counts if your recipient opens the email and enables images – or clicks a link.
So it can be tricky to get a truly accurate rate, since some people only open the text version, and some email clients block images by default.
Why does it matter?
Some say email open rate matters more than any other metric. It tells you how many people looked at your message – and are interested in your offer.
But some marketers say the open rate is a vanity metric. It’s nice to look at, but it doesn’t show the campaign’s impact on your bottom line.
Despite the pros and cons, it’s still important to know and pay attention to your open rate.
It highlights your reach, and is an easy way to compare campaigns – such as those sent to different customer segments.
What’s a good rate?
Many things can affect your open rate. And a ‘good’ rate varies between countries, industries, companies, and even individual campaigns.
But there are two benchmarks you can look at:
See how different industries compared in Q2 2018:
2. Click-through rate
What is it?
Email click-through rate (CTR) tells you how many times the links in your emails were clicked.
Expressed as a percentage, it’s calculated by dividing recorded clicks by the number of emails successfully delivered.
|Email click-through rate = (# of email clicks / # of emails delivered ) * 100%|
How is it tracked?
Most email marketing providers track the CTR with a tracking domain.
It’s automatically added to any email with a link. When the subscriber clicks the link, they’ll go to the tracking domain first – and then be redirected to the destination URL.
Why does it matter?
The CTR is probably the most important metric to keep an eye on.
Sure, it doesn’t reflect your campaign’s monetary value. But it’s a good indication of engagement – and tells you a lot about your campaign quality.
Keep this in mind when measuring your campaigns, so you don’t compare apples and oranges.
What’s a good rate?
As with open rates, many things influence the clicks your campaign generates.
Sometimes you’ll see CTRs of 10-20% – especially for automatically sent campaigns that call for instant action. Such as a welcome email, with a download button to get a lead magnet you signed up for (like an eBook).
But typically, click-through rates range from 2-6% across all campaign types.
Of course, some industries will see lower rates – even when businesses get a great return on investment from their campaigns. These include travel and real estate, as people don’t book holidays or buy houses every other week.
Here are the top five industries for CTR from our (Q2 2018).
3. Bounce rate
What is it?
Martin Schwill, Deliverability Manager @GetResponse, says:
Bounce is what happens when emails don’t reach the recipient, or are returned to sender.
Why do emails bounce? It could be the recipient’s restrictive filters or full inbox – or an incorrect email address.
To calculate your bounce rate, divide the number of bounced emails by the number of sent emails. That is:
Bounce rate = (# of bounces / # of attempted sends) * 100%
There are two types of bounces:
A hard bounce happens when your email is permanently rejected (because the recipient’s address is invalid or doesn’t exist) and the receiving server is unlikely to ever deliver it.
A soft bounce happens when the email reaches the recipient but bounces back (perhaps because their mailbox is full), but there’s still a chance future emails will be successfully delivered.
Why does it matter?
Your bounce rate can give you deeper insight into deliverability issues due to technical glitches, a poor sender reputation, or problems with your list or content.
What’s a good rate?
Your bounce rate should be as low as possible. But since some influences are out of your hands (like when a recipient’s inbox is full), it’s virtually impossible to reach 0%.
Sometimes your bounce rate will go up. Like when you change email service provider without updating your SPF and DKIM DNS records – and suddenly send large volumes through new IPs.
Or if it’s been a while since you contacted your customers, and you go on a sending spree (say, over a million messages in a day).
Your bounce rate can also rise if an ISP is down or has a technical glitch.
The key takeaway here is ISPs have different anti-spam filters to prevent users from receiving unsolicited content.
Your sender reputation – and how subscribers interact with your emails – will also affect deliverability.
Think about how you collect signups, manage list hygiene (how you deal with users who bounce, unsubscribe, complain, or don’t engage), and design and send your campaigns. Because all these elements can affect your bounce rate.
4. Unsubscribe rate
What is it?
The unsubscribe rate tells you how many people clicked the unsubscribe link (usually found in the footer) and opted out of future sends.
Usually, your email marketing platform will automatically attach the link to your emails. But you can also add it manually with a system link or ‘merge tag’.
In GetResponse, you can place an extra unsubscribe link anywhere by pasting the merge tag [[remove]]
When the message is sent, the system automatically changes the code into a unique unsubscribe link, so we can track and remove the person who opts out.
To calculate the unsubscribe rate, just divide unsubscribes by delivered emails.
|Unsubscribe rate = (# of unsubscribes / # of emails delivered) * 100%|
Why does it matter?
The unsubscribe rate can give you a better understanding of your campaign performance – and if your contacts like what they get.
GetResponse and some other email marketing providers offer you an ‘exit survey’. This is shown to people after they opt out, to help you see ways to improve your sends and keep customers longer.
The survey options are:
- Doesn’t apply to me
- I didn’t give my permission
- Too many emails sent from this list
- Too many emails in general
- Content is irrelevant
You can use the data to decide whether to change how often you send, what you send, or to improve the signup process.
At the same time, it helps your email provider assess your campaigns and check they follow email marketing best practices – like when collecting consent.
What’s a good rate?
Your unsubscribe rate will fluctuate, as it depends on things like how often you send campaigns.
However, anything above 0.5% should alarm you. If you spot unusual unsubscribe levels, take a look at your latest lead generation strategies and most recent campaign.
There are many reasons why it could happen. Someone might be intentionally adding emails to your list – which would likely also spark higher complaint rates.
Or maybe you launched a more ‘aggressive’ campaign. If so, weigh up whether the conversions and ROI outweigh the cost to attract new contacts.
5. Complaint rate
What is it?
Also known as an ‘abuse complaint’ or ‘spam complaint’, this is when someone reports an email as spam – either by clicking the ‘mark as spam’ feature in their inbox, or contacting you directly.
GetResponse tracks all reported spam complaints, to help maintain our strong sender reputation and optimize your deliverability.
Each complaint is processed via Feedback Loop, which lets you know your email was marked as spam.
Here’s how to calculate your complaint rate:
|Complaint rate = (# of spam complaints / number of attempted sends) * 100%|
Why does it matter?
Your complaint rate gives greater insight into your list quality, opt-in system, and whether subscribers like your content.
Of course, you want to keep this as low as possible. But the data can be useful.
And each day, be sure to check that subscribers who complain are immediately unsubscribed from your list – so you comply with best practices and laws.
What’s a good rate?
The best rate is the lowest one possible. But bear in mind it can depend on the market or niche you’re in.
In some countries, customers tend to ignore or simply unsubscribe from email they no longer want.
Some markets have more skeptical subscribers, who are quick to mark emails as spam.
Either way, you can keep your rate low by inviting contacts to unsubscribe – or remove them yourself if they’re no longer engaging.
There’s nothing worse than following best practices and then having your messages marked as spam – or being forwarded to anti-spam services.
6. Click-to-open rate (CTOR)
What is it?
The click-to-open rate is key to evaluating your list quality and email relevancy.
To calculate it, simply divide total clicks by total email opens.
|Click-to-open rate = (# of email clicks/ # of email opens) * 100%|
Why does it matter?
You can use the CTOR to greatly enhance your email campaigns.
If you have good open rates but low click-throughs, your CTOR will also be low.
This might mean your subject line was more interesting than the content – or it was misleading.
Or it could hint your email design needs tweaking – say with a bolder call-to-action button or better images.
Going a step further, you could compare the results across customer segments to see if they behave differently.
The same goes for comparing the CTOR for new and existing customers.
If your message is something subscribers have seen before, your CTOR will likely be lower for that group.
What’s a good rate?
It’s impossible to say. Ideally, it’ll be 100%. But that’s unlikely – unless you offer something in your first email, and recipients have to take action to get it.
Be aware some subscribers tend to open everything they get, because can’t stand unread emails in their inbox.
This is a problem because despite opening your emails, they might not read the message or be in the mood to buy.
7. Conversion rate
What is it?
The conversion rate shows you how many people act on your message.
It’s calculated by dividing actions taken by emails delivered:
|Conversion rate = (# of actions / # of emails delivered) * 100%|
Why does it matter?
Conversions are critical, but also problematic.
The challenge lies in how you define a conversion.
It can be anything you want. How many times someone places an order on your site, registers for a webinar, or goes to a landing page and fills in a form.
So it’s different for everyone. And yet, it’s important for all.
What’s a good rate?
Again, this depends on what a conversion is for you – as well as the type of campaign you run, and your business or industry.
If possible, assign a monetary value to your conversions. Then you can decide whether to repeat the campaign, or go a similar route in the future.
8. Signup rate
What is it?
This tells you how many website visitors join your email list.
It’s calculated by dividing total signups by total visitors.
|Signup rate = (# of email signups / # of total visitors) * 100%|
Why does it matter?
The signup rate shows how well you attract visitors to a landing page (such as via a PPC campaign) – and whether the page and signup form do the job.
Both can affect your signup rate. So once you know yours, you can look at what to improve.
For example, is your PPC campaign attracting low quality leads that don’t convert? Perhaps you selected an audience with a low cost per click, sending mobile visitors to your site…which you forgot isn’t mobile-friendly.
Or maybe you reeled in the right people, but your landing page form asks for too much information.
As you can see, it’s worth measuring your signup rate. Just be aware of all the things that can influence it.
9. Churn rate
What is it?
Your churn rate is the percentage of subscribers who leave your list in a given period.
It’s calculated by dividing the amount of people who leave your list (because they unsubscribe, mark you as spam, or bounce) by your list size.
|Churn rate = (# of subscribers who left your list in a given time period / # of subscribers you currently have) * 100%|
A word about bounces: Not all email marketing providers remove these contacts. Some only remove hard bounces, while others also delete those that bounce regularly.
To get an accurate churn rate, remember to count contacts removed from your list.
Why does it matter?
Very few marketers track their churn rate. But you should know it – even if you only measure it once a year, or every quarter.
Churn rate tells you how fast subscribers leave your list. It also predicts how quickly you’ll “burn through” your database, if you keep things the way they are.
Armed with this insight, you can decide if you want to adjust your strategy. Say, by sending emails less often – or tweaking how you attract subscribers in the first place.
Be aware there are two types of churn rates: transparent and opaque. See for a great explanation of both.
We’ve already covered transparent churn. These are the people who voluntarily leave your list – via an unsubscribe link, marking it as spam, or bouncing.
Opaque churn is a bit trickier, as it includes people who “emotionally unsubscribe”. They’re on your list, but don’t see your emails.
Why is opaque churn harder to handle?
Because disengaged people on your list can negatively impact your deliverability rate.
ISPs like Gmail look at your engagement when filtering email. If you continue sending it to people that don’t respond, the ISP might stop letting it through.
To avoid that, set up an or get in the habit of reengaging or removing inactive contacts.
What’s a good rate?
You’d think the lower the churn rate, the better. But that’s not always true.
Some business choose to run more aggressive email campaigns. For instance, they send lots of follow-up emails in a short time. This prompts more contacts than usual to opt out.
They know this causes more churn. But they’re also looking at other metrics, like conversions and the campaign value. If these generate enough profit – and outweigh the cost of getting new signups – it’s a green light to continue.
So what’s a bad churn rate, then?
To figure that out, see how much it costs to attract new contacts. Will this go up over time as your target audience dries up? And what’s the total value of conversions from each campaign?
And if you want this metric to be more actionable, measure it regularly – say monthly. Then calculate how many months your list will last if you don’t attract new leads.
Just take care when measuring your churn rate. A monthly churn rate of 5% may seem small, but that’s 54% across the year! So you’d have to make up the loss, before your list grows.
10. Subscriber retention rate
Subscriber retention rate is the opposite of churn rate. It tells you the rate at which your contacts stay with you – or flee.
To calculate it, subtract unsubscribes and bounces from your total number of subscribers. Then divide that number by the total number of subscribers.
|Subscriber retention rate = ((# of subscribers – bounces – unsubscribes)/ # of subscribers) * 100%|
Let’s say that as of today, you lost 100 subscribers: 50 opted out, 45 bounced and were automatically removed, and 5 marked your email as spam.
One month from now, you decide to calculate your retention rate for a list with 1,000 contacts.
Let’s do the math:
(1,000 – 50 – 45 – 5)/1,000*100% = 90%
Why does it matter?
Like the churn rate, it’s worth knowing how well you hold onto your contacts.
It’s up to you which one you measure – just so long as you do it regularly.
I prefer to focus on churn, since it’s more common when talking about subscription businesses (like SaaS platforms).
It also feels more urgent. Once you know how quickly people leave your list (or business), you know how long you can keep going if you can’t afford to find new leads.
What’s a good rate?
It depends. Here are some things that can influence it:
- total value of conversions: are you generating enough profit to outweigh the costs to find new contacts?
- size of your target audience: will you run out of leads?
- how fast you can replace old contacts with new leads: will the costs increase and eventually outweigh your profits?
- how all these things will affect your brand: besides short-term profits and customer acquisition costs, how will your brand be perceived after the campaigns?
11. Average revenue per email sent
What is it?
This is an easy one: how much revenue you make from each email.
Simply divide your total revenue by the number of emails sent in a campaign or set period. In other words:
|Average revenue per email sent = total revenue generated by email / # of emails sent|
Why does it matter?
Average revenue is a useful and actionable metric.
It can help you make faster, better decisions – especially if you want to use your campaigns to sell more products.
Just remember not all emails are designed to directly generate revenue. Look at your welcome emails or retention emails. Are they meant to drive sales?
See, the average revenue per email sent metric can work well. Just use it with caution.
If you plan to report email-generated revenue to your boss, make sure that you always use the same data sets.
I think it’s better to look at how many emails were sent, since that leaves little room for interpretation. That is: was this email meant to drive sales or not?
It’s also a good idea to segment the results by campaign. You might find your automated campaigns – like onboarding or reactivation messages – drive more sales than your weekly promotional emails.
What’s a good rate?
This depends on your business, and the price of your products or services.
So just start tracking it, then benchmark it against your own results over time. And set SMART goals, to see how you can improve on your results.
12. Email campaign profitability
What is it?
This also gives you greater insight into your campaign value.
As with any marketing campaign, take your sales revenue. Subtract the costs to run the campaign and the costs of goods sold, then divide it by the number of sent emails.
|Email campaign profitability = (total revenue generated by email – campaign cost – cost of goods sold )/ # of sent emails|
Why does it matter?
This metric’s very useful, but also tricky to measure.
After all, do you know the cost to run your campaigns?
Do you just include the costs to create, test and send your newsletter? Or do you also include the price to buy your list in the first place? What about other expenses like wages for the people who manage your marketing or sales?
As you can see, there are many factors to consider.
So if you decide to measure your profitability, stick to one approach – and let your managers know why.
What’s a good rate?
Again, it’s best to benchmark it against your own results.
You can then see if you’re headed in the right direction.
Of course, many things can impact your profitability – like your competitors or the seasonality of your business.
Just keep that in mind when analyzing your results.
13. Delivery rate
What is it?
The delivery rate is how many emails are accepted by recipients’ servers.
It depends on:
- the receiving domain: is it valid?
- the recipient’s address: does it exist?
- your IP: is it blocked or blacklisted?
- whether you’re authenticated
- is your sending infrastructure set up properly and transparently?
Here’s how to calculate it:
Delivery rate = (# of all sent messages – bounced messages)/# all sent messages) * 100%
That being said, senders can define the delivery rate differently. They could base it on the classification of bounces, or how many messages were actually sent.
– Martin Schwill, Deliverability Manager @GetResponse
14. Deliverability rate
What is it?
Also known as inbox placement, the deliverability rate tells you how many messages reach the recipient’s inbox or a folder (except the SPAM folder).
There are three parts to it:
- Authentication: are you a genuine sender?
- Reputation: do recipients respond well to your emails?
- Content: is it relevant and expected? Is it high quality – or typical of suspicious senders?
Each of these parts work together to paint a bigger picture about you – and the messages you send to recipients.
– Martin Schwill, Deliverability Manager @GetResponse
What do YOU measure?
These are some of the most common metrics we use – or see others rely on to boost their ROI.
But you might find others that suit your business better.
Please let us know in the comments below, so we can keep this guide updated and relevant. Or simply leave some feedback.
We’re all here to learn!
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