Category: Email marketing

91% of Consumers Check Emails Once a Day via Smartphone

Screen Shot 2015-03-01 at 9.20.59 PMDid you know that 91% of consumers check their email on their smartphone at least once a day, and spend, on-average, 9 minutes a day on accessing email from their mobile devices. Furthermore, 71% of users immediately delete emails that don't display correctly on your device.What does this mean for your email marketing program? Well, for starters this means that using responsive email design has now become a necessity.The infographic below, created by Aqeuous,  offers more interesting statistics about mobile use for email, and explains why responsive email design is no longer optional:Instiller-Responsive-Email-design-is-No-Longer-Optional-V4_90p-2-640x5936

5 Ways to Tweak Your Email Sign Up Forms to Boost Subscribers

Screen Shot 2015-02-05 at 5.53.17 PMMost of us are perpetually looking for new contacts to add to our subscriber lists. It’s part of life as a modern marketer. The average email list churns by about 30 percent every year, so we have to constantly be on the lookout for new and innovative ways to fill that funnel.The good news is, every page on your site is full of opportunities to engage your visitors and convince them to join your list. The bad news is, most visitors don’t spend much time on a web page – in fact, 55% spend 15 seconds or less on your site.So, how can you make the most of those 15 seconds? Here are five simple tweaks to optimize your signup form – and convert more clicks.Tweak #1: Shine a spotlight on your call to action.Keep the call to action in the visitor’s line of sight as long as possible. One of the easiest ways to do this is to use a lightbox to add the form to a sticky header or footer and keep it on screen at all times.I know – lightboxes (also known as pop-ups) aren’t universally loved. Some marketers believe they degrade the brand. Others feel they degrade the user experience. Others just think they’re ugly.Fact is, when it comes to attracting new subscribers, lightboxes are a tried-and-true tactic. They work because they make it easy for visitors to find your form – and to join your list.If you’re still on the fence, consider this: Amazon uses a similar method to keep the “Add to Cart” button on screen. By keeping the button on screen at all times, the visitor can add the product to their cart at any time without having to scroll all the way back to the top of the page, making it far more likely that the visitor will make a purchase.Also: Be specific. A generic “contact us” message isn’t going to yield the same results as a more specific CTA. Think about your key messages. If you’re trying to raise funds for your food pantry, your CTA might be, “Help feed the hungry.” If you are pushing a new ebook, try “Get the inside scoop now.” A CTA directly related to the content you’re offering will always generate better results.Tweak #2: Pique visitor interest by adding video.Video is a must-have for marketers for many reasons. First, it boosts awareness: Videos increase people’s understanding of your product or service by 74%. It also is a powerful conversion tool. Website visitors are 64% more likely to buy a product on an online retail site after watching a video.Video’s also one of the best ways to keep guests on your site for longer than the aforementioned 15 seconds. If you have a video on your page, position your opt-in right under it. Or, use a lightbox to ask people to join before they view. By tying your signup to a video that already has the visitor’s attention, you’ll increase the chances that they’ll sign up for your list.Tweak #3: Relocate your form to prime real estate.Many company websites corral links in footers for the sake of design. It looks clean – but it can lead to many missed opt-in opportunities. Put your signup form at the top of your home page alongside some other engaging content. You’ll get the most eyeballs possible on your form without requiring site visitors to scroll all the way down to the bottom. Tweak #4: Encourage engagement with interactive elements.Keep your audience captivated by adding engaging elements to your form, like an animated gif.Another tactic? Switch up the look and feel of your opt-in to make it look more like a live chat box. Ask the user a question like, “Hi, I’m Emily – want to learn more about our product?” This also provides a great opportunity for A/B testing. Craft several copy options, and rotate various questions until you find the one that best resonates with your target audience. Tweak #5: Modify it for mobile.Today, it’s absolutely critical to optimize your forms for mobile – 80% of Internet searches are made on a smartphone, and 47% are logged from a tablet. With that in mind, your sign-up forms should be built with a smaller screen and ease of scrolling in mind. Instead of putting a bunch of fields on your form, limit it to one or two fields and add a big call to action button. This allows visitors to join your list with the tap of a button. Christopher Lester is the vice president of sales at Emma where he leads the team of experts who provide strategic and tactical services to all Emma clients, as well as specialized support to large senders and significant brands. 

Three Tips to Overcome Email Fatigue in the New Year

Screen Shot 2015-01-20 at 8.28.47 PMThe start of a new year can bring many new opportunities for marketers. Unfortunately, this season of fresh starts also comes with its own set of unique challenges.Once the calendar flips to January, many consumers feel compelled to clean hypothetical house – purging clutter, conquering unhealthy habits, and even opting out of emails from the brands that crammed their inboxes in December.So, how can modern marketers deal with this detox mode – and make sure their messages aren’t lost in the New Year’s clean sweep? To help, here are three quick tips to help overcome post-holiday subscriber email fatigue.1. Spotlight your most relevant, value-added content in January. For a brand to keep subscribers around in the midst of the big January purge, they've got to show them some real value. Now that they are past the holiday crunch, your subscribers are less interested in "save big, limited time, act now" value. They’re looking for content that makes them feel smarter, inspires positive change and builds on the trust that they’ve put in their relationship with your business.Use January to show your brand’s worth as a long-term investment. Share evergreen tips and advice that are related to – but not all about –your product or service. This is a great time of year to position yourself as a thought leader in your industry or mindspace – and the best way to accomplish that goal is to regularly share relevant content that first makes your subscribers click – and then makes them think. 2. Create an email series geared toward making your subscriber’s life a little easier in the New Year.It may seem counter-intuitive to create a series targeted to email-fatigued subscribers. But this is another strategic way to show consumers you have valuable information to share – and that you know how to break that content down into bite-sized nuggets that won’t tax their attention, their schedule, or their inbox storage capacity.First, select an umbrella topic relevant to your recipients’ business objectives. You can probably look to your own first quarter plan for great ideas on content that will resonate with your audiences – think “organization” and “optimization” to start. Those concepts are practically universal this time of year.Once you know what you want to say, create a schedule and a mini-messaging plan for this push. For example, you might send 4-6 messages every few days. Or, consider offering subscribers a weekly “Top Five Tips for the New Year” countdown. The goal is to create meaningful, periodic touch points over the course of a few weeks to remind your subscribers that you’re a valuable resource year-round – not just during the holidays. 3. Be willing to concede to a scale back. Subscribers’ needs are constantly changing, so flexibility is key. The customer who wanted your sales emails twice a day in December may not want to sustain that frequent contact now that their annual shopping binge is over for the year. However, with some savvy handling, you can maintain the contact by simply scaling back your contact strategy.Consider offering a way for readers to manage their subscription preferences. An “all or nothing” model can alienate consumers who only want to hear from you on their schedule. Instead, build some flexibility into your subscriber services and allow customers to deal with their New Year email fatigue by reducing contact, rather than eliminating it completely. Make it easy to “turn down” the conversation volume – but continue to share valuable content on a schedule that appeals to each individual user.With all that said, remember: The average email list churns by about 30 percent every year. If a few subscribers decide to opt out of your list, it's ok – because new subscribers are everywhere!  Put equal emphasis on finding new contacts and retaining the ones you already have, and you’ll be well positioned for success in 2015. Christopher Lester is the vice president of sales at Emma where he leads the team of experts who provide strategic and tactical services to all Emma clients, as well as specialized support to large senders and significant brands. Learn More