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Travel Marketers Have a Trust Problem

As a travel marketer or agency marketer servicing the travel industry, you have a tricky gig. You need to convince your prospects to spend thousands of dollars and precious vacation time.

Meanwhile, your prospects are increasingly wary of the legitimacy of your offers (thanks a lot, Fyre Fest).

Here’s to hoping your vacation is memorable, but not in a meme-worthy kind of way.

Your challenge then is to effectively convey trust on your travel landing pages. Doing so can help ease prospects’ conversion anxiety, resulting in more travel leads and sales for your business.

The importance of trust on your travel landing pages

We often talk about the importance of trust and credibility on your landing pages — this isn’t a new idea.

But for some industries, a lack of trust can have hugely detrimental effects on conversion rates.

In a recent analysis of 74,551,421 visitors to 64,284 lead generation landing pages created in the Unbounce platform, data scientists found that travel landing pages can realistically achieve conversion rates of at least 12%. Even more impressive is within the travel and tourism industry, the very best pages convert over 25% of their visitors (schwing!).

Notice the dramatic conversion rate difference between percentiles? If you’re part of that percentile getting 2.1% or lower conversion rates, your pages have lots of room for improvement. Image via the Unbounce Conversion Benchmark Report.

If you’re not hitting these benchmarks, it might be time to take a hard look at your marketing and ask yourself if you’ve done enough to make your prospects trust you.

And don’t worry if your answer is “No” or “I’m not sure.” We’ve compiled four data-backed ways to boost trust on your travel landing page. Use them as a jumping off point for your optimization efforts.

1. Bolster your copy with trust words

Using an Emotion Lexicon to analyze copy, Unbounce data scientists found evidence that visitors to travel landing pages have slight concerns about the legitimacy of the offers.

However, they also found that using at least 7% (and up to 10%) of your copy to establish trust could result in conversion rates that are up to 20% better.

Notice the uptick in conversion rate once trust-infused copy is used more liberally? Image via the Unbounce Conversion Benchmark Report.

Unbounce data scientists found that these are some of the words that impart trust on travel landing pages:

enjoy, perfect, secret, top, team, guide, save, personal, spa, food, planning, policy, provide, star, award, real, share, friendly, recommend, school

(Keep in mind, though, that these words were generated by an algorithm and should still be applied using common sense. Just adding the word “spa” to your page — especially if you don’t offer spa services — is not going to increase your conversions.)

The travel experts at Nordic Visitor do a great job of using trust words to build confidence on their Iceland site. It’s not a landing page per se, but the same principles apply.

“Team,” “planning,” “provide” and “personal” are all words found to positively convey trustworthiness. Adding these and other trust words to your copy could be the subconscious nudge your prospects need to convert.

Take stock of the trust words you’re using in your marketing, and particularly on your landing pages. If they’re looking a little sparse, test out using confidence-building words to describe destinations in detail.

2. Cut copy that brings up emotions of fear and anger

Just as trust words can drastically improve your conversion rates, words that subconsciously trigger fear or anger will have a negative impact on travel landing page conversion rates.

In fact, Unbounce data scientists found that if even 1% of page copy reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates.

No one wants to be angry while on vacation. Image via the Unbounce Conversion Benchmark Report.

Words that may instill fear or anger in your prospects include:

limited, tree, money, hot, desert, endless, challenge, treat, fee, feeling, rail, stone, bear, buffet, bang, cash, cross, despair

So instead of…

“Feeling endless despair this Canadian winter? Warm yourself up with a limited-time-only vacation in the hot Mojave desert.”

Try…

“Escape the Canadian winter at a five-star award-winning vacation rental in sunny California.”

Get even more industry-specific emotion and sentiment copy suggestions

Download the Unbounce Conversion Benchmark Report to see how emotion and sentiment may be impacting conversion rates in your industry.
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3. Leverage social proof to build visitor trust

Persuading your prospects to put their trust in you is tricky business, and it’s even trickier when it comes to travel, because they’re likely working with a tight budget and only a few weeks of precious vacation. They don’t want to take a leap of faith — they want a sure thing.

A proven strategy for easing prospect anxiety is to use social proof. It’s the “everybody’s doing it” mentality that helps convince your prospects to convert.

Testimonials

When you let your satisfied customers sing your praises, your credibility goes through the roof. Including testimonials on your travel landing page can have a positive impact on how trustworthy your prospects perceive you to be, but not all testimonials are created equal.

To best enhance your chance of conversion, heed the following testimonial commandments:

  • Be specific
  • Include a photo of the person
  • Avoid hyperbole (i.e., This pedicure literally saved my life!)
  • Choose testimonials that demonstrate the transformative effect of your product or service on the lives of your users

Nordic Visitor takes it one step further with a video testimonial from several happy customers:

Don’t tell your prospects how great you are, show them with real live, happy customers.

Reviews

Similar to testimonials, including reviews on your travel landing page can help convey trust to your prospects.

The luxury travel designers of Jacada Travel have embedded reviews from Trustpilot, a reputable online review community, directly into their landing page.

Awards

If you recall, the word “award” is associated with trust on travel landing pages. So if your company or client has won any reputable awards, be sure to flaunt ‘em.

Tour guide company Kensington Tours not only includes several trust seals on their travel landing page, they also mention in their Adwords ad that they’re a National Geographic award winner.

Highlight awards strategically to build confidence in your offers.

4. Security measures

Persuasive trust-infused copy and social proof are wonderful, but when you’re collecting travel leads and even money, you need to assure your prospects that their data and money is safe.

There are many ways to do this, but the two most impactful strategies are to enable SSL (Secure Sockets Layer) and to include trust seals.

SSL

SSL creates an encrypted link between your landing pages and your visitor’s browser. It’s identified by the little lock icon and the “https” (vs. http) in the top left-hand side of your browser search bar.

Enabling SSL on all your web properties (but especially on your lead gen and ecommerce landing pages) assures your visitors that they’re not at risk of being hacked.

Psst: SSL is available on all paid Unbounce plans. Don’t publish a landing page without it!

Trust seals

Trust seals help to reinforce the message that your landing page is secure. These can be obtained by whichever third-party security vendor handles your SSL certificate, and easily added to your travel landing page with a few lines of JavaScript.

Nordic Visitor nails it yet again with a trust seal from GeoTrust and a TripAdvisor Certificate of Excellence 2017, further reinforcing their credibility.

All aboard the Conversion Cruise

A lack of trust in any industry can hurt conversion rates, but in the travel industry the stakes are extra high.

Fortunately, this means the opportunities to improve your conversion rates are plenty. And if you nail the whole trust thing down, you could be seeing some of the highest conversion rates across any industry.

Leveraging a combo of effective copy, social proof and security measures, you can make your prospects forget about the stress associated with booking a vacation. Skip that trip to Poor Conversions-ville and instead put your feet up with a Mai Tai in hand on the Conversion Cruise.

For even more data-backed conversion insights in the travel industry, or for insights into industries such as health, finance, higher education and more, download the Unbounce Conversion Benchmark Report.

Get data-backed conversion insights across 10 popular industries

Download the Unbounce Conversion Benchmark Report to see how your conversion rates stack up against the competition — and how to improve them.
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Launching a travel landing page from scratch? Try out one of our travel landing page templates, designed specifically to boost conversions.

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Travel Marketers Have a Trust Problem

Future-Proof Your Marketing with Call to Action Magazine

The Call to Action Magazine
A good marketer is like a doomsday prepper (bear with me here…)

Instead of preparing for a global cataclysm, learning about water storage and building bunkers, they’re constantly on the lookout for ways they can proof their marketing for, or get ahead of, inevitable and dramatic changes to the marketing landscape.

Frequent and mysterious algorithm changes. New ad platform features. Emerging trends, dying fads. Amidst all this, only marketers who understand these new conditions — then adapt and innovate within them — will see exponential returns.

At Unbounce, we’ve been really lucky to have a network of expert marketers around to ask about the always-changing marketing landscape. We can turn to forward-thinking strategists like Mirum’s Mitch Joel, Moz’s Rand Fishkin, Love Your Customer’s Claire Suellentrop, and even our in-house-experts, like Alexa Hubley, Carl Schmidt and CRO Michael Aagaard. We ask them things like:

  • What does the ever-increasing prominence of Artificial Intelligence and Machine Learning mean for marketers and their jobs?
  • Are “tried-and-true” frameworks like the buyer persona still relevant, or are there new ways of digging deeper to speak more closely to my target market?
  • Have traditional SEO tactics become completely outdated? Why are the most successful SEOs now becoming well versed in conversion rate optimization?
  • How can you use data to inform your marketing without letting personal biases get in the way?
  • Should marketing stop after the conversion? (Or is customer marketing where it’s at?)

These are questions we’ve seen tossed around recently in our newsfeeds and at conferences.

So we set out to help answer them.

In Call to Action Magazine, we aim to address these questions and dig into some of the recommendations the experts in our network have shared — those that will help you create exceptional marketing no matter what new algorithm comes along.

So, what do you say? Do you want to get lost in the rubble… or do you want to learn how you can future-proof your marketing?

Ready to Future-Proof Your Marketing?

Call to Action Magazine is filled with recommendations from marketing experts to help your marketing thrive — no matter what algorithm gets changed tomorrow.
By accessing the magazine, you’ll receive actionable marketing content from Unbounce. 
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Future-Proof Your Marketing with Call to Action Magazine

Let’s All Just Calm Down About Duplicate Content. Here’s Why.

keep-calm-about-duplicate-content

As long as I’ve been working in the digital space, there has been a pervasive idea that all content must be absolutely unique, lest you face the wrath of Google and catch a penalty for duplicate content. I’ve worked as a consultant and an employee for SEO agencies and digital marketing firms. Every so often, I’d have a conversation like this: Junior SEO: “OH NO! Look!” Me: “What?” Junior SEO: “The client has DUPLICATE CONTENT in their website’s footer!” Me: “And?” Junior SEO: “THEY’RE GONNA GET PENALIZED!” Me: I’ve met my share of marketers who are more concerned about duplicate…

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Let’s All Just Calm Down About Duplicate Content. Here’s Why.

3 Scientific Reasons Why Overlays Are So Freaking Effective

Fact: Overlays increase conversion rates.

Why? Because science.

But before we dig into the science, let’s take a look at why overlays are a marketer’s best friend.

overlay-best-friend
Image via Giphy.

A second (and often last) chance to convert

Here’s something no one in ecommerce wants to hear: Prospects abandon websites in droves, and most will never return.

There are many reasons why visitors leave: they’re not swayed by your offer, they’re not the right fit (or they just don’t know it yet), they’re distracted, they’re rushed.

Regardless of why, it doesn’t take a scientist to point out that re-engaging abandoning visitors could dramatically improve your conversion rates.

This is where overlays (a.k.a. your new “bestie”) come to the rescue.

Overlays provide a second chance for your audience to convert. And by focusing the visitor’s attention on just one timely, relevant and valuable offer (the trifecta of effective overlays), your chances of conversion go through the roof.

Here’s an example…

Upon seeing the shipping costs associated with their order, a potential customer may decide to abandon the sale. Implementing an overlay offering a deal on shipping could prevent cart abandonment and close the sale.

happy-conversion-dance
This is our we-just-closed-a-sale dance. Image via Giphy.

But why do abandoning users change their minds?

Back to the science.

#1: Overlays counteract the paradox of choice

Think about the toothpaste aisle of your drugstore. There are whitening toothpastes, natural toothpastes, cinnamon flavored toothpastes… spearmint, peppermint, bubblegum!

analysis-paralysis
Are you overwhelmed yet? Image via Giphy.

With an online store, customers face a similar overload of options. They come in the form of multiple buttons, links and messages calling out for the visitor’s attention.

When they can’t decide, they flee. It seems that while humans are empowered by a little bit of choice, too much choice can result in analysis paralysis.

Author Barry Schwartz further illustrates this in his oldie-but-goodie book, The Paradox of Choice. In it he discusses the negative psychological impact an abundance of choice can have on our well being, and how eliminating choices can help reduce stress and anxiety.

Alleviating anxiety by way of eliminating options, then, is critical to making a sale.

It’s for this reason that landing pages are so effective in converting targeted traffic. By keeping the Attention Ratio at 1:1, landing pages focus a visitor’s attention on a single conversion goal, thus resulting in higher conversion rates than a page on your website.

But what about those web pages — shouldn’t they be optimized, too?

Yes, absolutely.

Overlays take on the role of a helpful salesperson, tapping your prospect on the shoulder and asking if they can be of assistance. They narrow the visitor’s attention on a single, enticing offer, and simplify the decision-making process for potential customers.

SImply put, overlays are effective for the same reason landing pages are effective: they eliminate distractions, provide the user with a last-chance offer and distill the choice down to a simple yes-or-no answer.

#2: Overlays re-engage prospects by using a neuro-linguistic programming technique called pattern interrupt

wait-what
Neuro what? Image via Giphy.

Sorry, let me explain.

Pattern interrupt is a neuro-linguistic programming (NLP) technique that has been used by salespeople for years. The concept is pretty straightforward: do or say something unexpected to disrupt a person from their normal patterns.

By interrupting patterns we create moments for change, which is why some people use the technique for breaking bad habits. Even something as simple as slapping an elastic band against your wrist can help interrupt a regular pattern

Overlays are driven by a similar logic. Unexpectedly, they show the visitor an offer that sweetens the pot, convincing them to think twice about their predictable path toward the ‘Back’ button.

In essence, you’re using the overlay much like you would the rubber band, to get your visitor’s attention and then focus it on something else, since what they were looking at before clearly wasn’t engaging them.

#3: Overlays leverage effective frequency by repeating and reinforcing your message

Several years ago I began seeing ads for a three-step skin clearing system that shall remain nameless.

At first I didn’t pay much attention to them, but after seeing ad after ad I started to wonder whether their claims had any validity; I was intrigued.

A few months later, I had a nasty breakout. I’d already warmed up to the idea of testing the product out, so I keyed in my credit card info and placed my order. A week later, a package arrived at my home with my first month’s supply.

ups-package
Image via Giphy.

That — what happened there — was the result of effective frequency.

Effective frequency is the number of times a prospect must be shown a particular message before taking the desired action.

There are varying theories on what the optimum number of times to show a message is — the law of seven, for example, suggests that it’s, well, seven. Whatever the case, it’s always more than once.

Overlays leverage effective frequency by providing you with an additional opportunity to serve up and thus reinforce your message. By using an overlay with similar messaging to your web page, you are in fact nudging your prospect toward becoming a customer.

Takeaways and learnings

Overlays don’t work because they’re the shiny new thing. They work because scientific — and particularly psychological — principles are at play.

  • Our brains don’t like complicated scenarios, and given how many we already face in daily life, the last thing we want are complicated consumer decisions. Simplicity of product choice = higher chance of conversion.
  • People are habitual by nature. We have certain patterns that we subscribe to, often unconsciously, that allow us operate on “autopilot”. Disrupting this pattern creates a moment for change, and doing so with an overlay may be just the thing to turn an unengaged visitor into a customer.
  • The more times we’re served up a message, the more likely we are to believe it to be true. By reinforcing the message on your web page with a similar supporting message on your overlay, you are in fact nudging your prospect toward becoming a customer.

Have you experimented with overlays? I’d love to hear about it the comments.

Get overlay ideas you can launch today

Download Unbounce’s newest ebook, 12 Proven Ways to Convert with Overlays
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3 Scientific Reasons Why Overlays Are So Freaking Effective

Our Gift to You: The Ultimate Holiday Email Marketing & Landing Page Guide

Eggnog and rum, chestnuts and open fires, turkey and cranberry, email marketing and landing pages: there are some things that are better together.

Did I lose you at email marketing and landing pages? Well, pour yourself a holiday drink and let me explain.

As a marketer, you know that email is one of the most impactful marketing tools in your stack. In 2015 alone, 25.1% of Black Friday ecommerce sales came from email marketing and over one-third of holiday shoppers say they used retailers’ emails to keep track of deals.

But email marketing is just one half of a successful campaign. Those emails need to lead somewhere…

A landing page is the ideal destination for your email marketing campaign because it focuses your visitor’s attention on a single conversion goal. This lack of distractions could mean the difference between a bounce and a sale.

Using email marketing and landing pages together is thus the perfect combo to drive more sales — it’s the spiked eggnog of marketing and conversion tactics.

May we pour you a glass?

Run high-converting campaigns using email and landing pages

Download Unbounce and Campaign Monitor’s Ultimate Holiday Email Marketing & Landing Page Guide
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Our Gift to You: The Ultimate Holiday Email Marketing & Landing Page Guide

Web Development Reading List #160: Real Stories About HTTP/2, Cascading Style Sheets, And Code Of Shame

We have great new technology available to enhance our websites. But while theoretical articles explain well what the technologies do, we often struggle to find real use cases or details on how things worked out in actual projects.

Web Development Reading List #160

This week I stumbled across a couple of great posts that share exactly these precious real-life insights: stories about HTTP/2 implementation, experiences from using the Cascade of CSS in large-scale projects, and insights into employing Service Worker and BackgroundSync to build solid forms.

The post Web Development Reading List #160: Real Stories About HTTP/2, Cascading Style Sheets, And Code Of Shame appeared first on Smashing Magazine.

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Web Development Reading List #160: Real Stories About HTTP/2, Cascading Style Sheets, And Code Of Shame

User Flow Optimization: The CRO Strategy No One Talks About

A/B testing works… sometimes. But more often than not, you’re simply “moving deck chairs around the Titanic” as Larry Kim puts it (making small changes that only generate small returns). Instead, the ‘unicorns’ – or the A/B tests regularly topping 10% conversions – are focused on overhauling their offers and restructuring the flows and funnels through their website. Here’s the step-by-step process my company used to optimize a website’s user flow to deliver 166% increase in leads after three months. Why A/B Testing Isn’t Always That Great A/B tests are awesome in theory. You barely have to lift a mental…

The post User Flow Optimization: The CRO Strategy No One Talks About appeared first on The Daily Egg.

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User Flow Optimization: The CRO Strategy No One Talks About

10 Landing Page Design Examples With Conversion Rates [FREE LOOKBOOK]

It doesn’t matter how much time you spend planning a marketing campaign, building a landing page or tweaking an ad. At the end of the day, only one thing defines whether your work is successful or not: your conversion rate.

So understandably, marketers are often asking us, “What is a good conversion rate, anyway?

Kermit is nervous about his Landing Page conversion rates
It’s natural to feel anxious about whether your conversion rate is measuring up to that of your peers. We all feel it.

We usually avoid answering this because… frankly, it depends on many variables: the offer, industry and traffic source, among others.

But for our latest Landing Page Lookbook, we found 10 brave marketers (who happen to be Unbounce customers) that were willing to share their beautiful landing page designs along with their conversion rates and other relevant info: industry, traffic sources, target audience, campaign specs.

To top it all off, we’ve got some tips to offer insight into why they hit those conversion rates.

Remember, these conversion rates aren’t gospel or benchmarks you should hold yourself to — but we hope these Unbounce landing page examples will offer you some inspiration… and maybe even some piece of mind that your conversion rates are on par with that of your peers.

Get Inspired by High-Converting Unbounce Landing Page Designs

Download our Fall Lookbook for design inspiration, best practices and a sneak peek into the conversion rates of your peers. All made by marketers like you.
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10 Landing Page Design Examples With Conversion Rates [FREE LOOKBOOK]

Low Email CTR? Here’s Why You Should Delete Subscribers

saying goodbye to email subscribers
Saying goodbye to your unengaged subscribers is the hardest part. The second hardest is getting the greasy handprints off your window. Image via Shutterstock.

By 2018, you’ll get over 140 emails each day.

Billions are already sent daily, adding up to trillions annually (how many zeroes is that even?!).

Email service providers attempt to help, scanning and filtering the questionable stuff out before it even hits your inbox.

You thought Facebook’s declining organic reach is bad? Wait until all of your emails go unread, straight into the email abyss (also known as the Promotions tab).

Surprisingly, one solution to improve results is actually through deleting email subscribers.

Here’s why, and how to do it strategically to jumpstart your lacklustre email results.

Why your email performance is declining (and how to salvage it)

Email marketing generates $38 bucks for every $1 spent.

Not bad. And good enough to comfortably place it (still, in 2016) as one of the highest ROI channels available.

Here’s another doozy: Email outperforms Facebook and Twitter combined by 40X in acquiring new customers.

Amazing, right?

Decades after Hotmail’s ultimate distribution growth hack of giving away free email addresses, it’s still at the pinnacle of a marketer’s playbook.

Unfortunately, our primary task — specifically, getting emails into people’s inboxes — is getting exponentially more difficult on a daily basis.

The problem is twofold.

First, the number of emails being sent is at an all-time high. Over 205 billion last year according to one report; expected to grow 3% over the next four years as well.

And second, email service providers, with their savvy foresight, are combating this using techniques like machine learning to automatically sort or filter out most of the stuff being sent.

sort and filter
Gmail uses their tabbed inbox to automatically detect (and re-route) ‘Promotional’ emails. Image via Giphy.

Wait, it gets worse!

Email lists are depreciating by 25% each year as a result. So even if you’re getting the damned things into someone’s inbox, the responsiveness of subscribers is also falling (due to the overwhelming volume of crap they’re forced to process on a daily basis, no doubt).

This is where graymail comes in.

It ain’t quite spam, but peeps aren’t jumping for joy when they see it either. It’s the company newsletters that contain little value, with pathetic open rates and even more pathetic click rates. The obligatory stuff people didn’t really ask to receive and obviously don’t care to read.

Low engagement activity, coupled with a spike in (1) spam notices and (2) unsubscribe rate increases, result in lower deliverability according to this recent Wired article.

The biggest email service providers (think: Gmail, Outlook… and uh, um… do people still use Yahoo or Hotmail?!) use sophisticated algorithms for ‘reputation scoring’ that “ranks the likely spamminess of a server that’s sending an email”.

Therefore, getting your software to send the email is easy the easy part. Getting it successfully delivered, isn’t.

In response, Mailchimp will use a technique they call “taste-testing” to start with sending only a tiny fraction of your overall email blast, assessing performance in real-time to determine if they should continue sending or kill it immediately to avoid any further reputation damaging.

There is almost no better metaphor for this downward cycle of email neglect than sacrificing the golden goose. You’re taking something with amazing potential (re-read the stats above if you don’t believe me), and then completely sabotaging it with piss-poor execution.

(Anecdotally, I’ve even seen deliverability issues affect ALL emails coming from your domain name — even one-on-one sales follow-up attempts with a prospect.)

The first obvious step towards enlightenment is to send better stuff that people actually want to read. (Can you believe people actually pay for advice like that?!)

However, in an age of escalating barriers to inbox-entry, we also need to proactively prune email subscribers; removing the bad apples to make sure you’re still able to quickly and easily access the good ones when it’s time to hit “Send.

Here’s how.

How to prune your email subscribers on the daily

There is no better vanity metric than the email subscriber count. The thought of deleting those precious things, and lowering that number, causes a violent nausea in some people.

In the good old days, you’d see the little cheesy Feedburner box with glowing subscriber count that would undoubtedly make that blogger’s word Gospel.

feedburner
No greater example of social proof in action.

Today, we’ve come to our senses we do the same damn thing. ‘Cept now it’s fueled by Inbound-gamification, re-hashing the same influencer marketing crap over-and-over-and-over-and-over to hit the frontpage.

But here’s the thing.

HubSpot ditched 250,000 subscribers. That’s probably more than any of us will delete in our entire lifetimes. If you’re keeping score at home, that was nearly 45% of their total list! And yet they took solace in the fact that most of these people weren’t engaging anyway, so it’s not like they were going to lose tons of email traffic overnight.

Routinely ditching the bottom ~5-10% of our lists probably won’t kill us, either.

So here’s how to do it.

Tip #1: Get rid of the obviously bad stuff

Previously unsubscribed, but still hanging around? Routinely bouncing? Purchased contact lists?

Get rid of them all.

The first two are easy and obvious. Simply login, find and delete.

Personally, I like a clean email list free of pollution. What I mean is, if you must use purchased lists to perform outreach (this is a judgment-free zone), isolate those peeps in a different tool like PersistIQ.

PersistIQ
Add touches in PersistIQ for automation and scale.

Not only is it 1,000% more suited for scaling outbound outreach (yay increased productivity!), it will also keep your email database free from poor performers bringing down future results.

Then, you can always send these people a targeted campaign (like a webinar or similar) designed to get them to willingly opt back into your email database, turning a cold contact into a warm subscriber.

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Tip #2: Segment emails with the lowest engagement scores

Now let’s take care of the most inactive subscribers remaining.

Open rates are notoriously unreliable. So go with engagement instead.

If people haven’t clicked on any of your last five email campaigns, it’s a safe bet that they don’t care about what you’re sending them.

Many email tools will also let you sort based on some kind of activity or rating-metric as well (like the MailChimp example below).

Mailchimp
Mailchimp allows you to sort subscribers based on ratings and activity (or lack thereof).

So segment these people with a few different criteria to be safe, and then you can most likely just delete them straight away.

At the very least, get them off this list and into some kind of re-engagement campaign, where the objective is exactly that: send them something different or interesting to win back their attention and engagement.

Here’s how to do that.

Tip #3: Send re-engagement campaigns to subscribers with the lowest engagement

Subscriber recency says that the longer people have been a subscriber, the less active and engaged they’ll be.

The trick then, is to identify these people ahead of time, before they lapse into email obscurity, with some kind of re-engagement campaign.

You can (and should) pair this with marketing automation techniques to automatically begin filtering these people.

Here’s a real example to illustrate.

Off-screen, and prior to anyone seeing this example, somebody downloaded an ebook, guide, etc. that’s typically on the end of a blog post. Then like every good little marketer says, those people received a top o’ the funnel (TOFU) email workflow after getting their hands on the shiny new lead magnet.

Now here’s what’s about to happen in the image below:

  1. The first trigger you see in this example references “35 days”. Basically, we only want this workflow to kick in after people have already progressed through the original TOFU workflow.
  2. Our next step is to make sure these people haven’t filled out any other offers, which on this site includes two different middle of the funnel (MOFU) options (a Services Overview and Website Evaluation) and a bottom of the funnel (BOFU) one (Quote & Proposal) which are often located on your primary website pages like the About, Services, etc.
Re-engagement campaign
Example of a re-engagement TOFU campaign in HubSpot.

In other words, we’re saying: Give us all of the people who (a) have already received a workflow of drip emails for 30 days but (b) didn’t sign up for anything else.

There’s a high probability that these people will churn or that engagement will lapse because they haven’t taken us up on any other offer so far. So we want to preempt that by sending them timely reminders, incentives or breaking news; hopefully piquing their interesting enough to ‘win back’ their attention (and hearts and minds).

These messages can vary in style, ranging from sending over your most interesting blog posts to a more targeted promotion.

Discounts are a popular choice, as are surveys to get some feedback on how you can tailor messages more effectively for that individual.

You can even send a preemptive unsubscribe warning that lets them know you’re going to automatically un-enroll them if they don’t tell you otherwise.

Bonus tip: Combine with remarketing/retargeting

Just because you’re purposefully unsubscribing segments of people doesn’t mean you have to give up or throw away those email addresses entirely.

Instead, you can still attempt to win back these lapsed subscribers with offers in other channels, like using remarketing or retargeting with Facebook custom audiences.

Facebook custom audience
Win back lapsed subscribers using Facebook’s custom audience feature.

Again, the best approach might be to try targeted offers, promotions and discounts to cut through the noise and get their attention.

You can even pair these messages around key holidays (like those fast approaching) to rekindle that old flame; reigniting those warm and fuzzy feelings all over again.

Conclusion

It’s incredible to think that email marketing still outperforms almost every other digital channel.

However, that profitable future is showing signs of waning.

The exponentially increasing volume of emails people get on a daily basis has given rise to new advancements for filtering by email service providers.

This, coupled with increasing unsubscribe rates and decreasing engagement scores, means priority #1 for most marketers (and the email marketing software they use, as we saw from MailChimp) is to make sure our graymail emails aren’t just being sent, but delivered.

One of the best ways to keep deliverability on the up-and-up is to regularly remove unengaged subscribers, keeping your Opens and Clicks as high as humanly possible.

Routinely deleting subscribers might be panic-inducing, but it will help ensure that the people who actually want to read your stuff (and give you money) will continue receiving emails for years to come.

View the original here – 

Low Email CTR? Here’s Why You Should Delete Subscribers

Master the Multi-Channel Campaign [Free Digital Campaign Launch Kit]

rocket launching
Think NASA launches without solid preparation? Well, neither should your marketing team. Image via Shutterstock.

Quick show of hands: Who loves spending oodles of time and energy on a task, only to find out someone else has been working on the same thing?

Nobody?

What about when you casually scope a project only to realize halfway through that it’s going to require more time and resources than you originally thought?

No one again?

I’ll stop — y’all know what I’m getting at: proper preparation is key to getting a campaign shipped with minimal friction. This means filling out a detailed brief and scoping the project from start to finish.

Are you thinking, “Ugh, what if I don’t have a tried-and-true process? And now I have to make a brief from scratch — where am I going to find the time for that?” Well, fear not, my friends, we have just the thing for you.

It’s a complete multi-channel campaign launch kit, and it’s what we use at Unbounce for all our digital marketing campaigns.

Inside the Digital Campaign Launch Kit, you’ll find the following items:

  • Campaign projections worksheet
  • Marketing brief template
  • A start-to-finish process for launching multi-channel campaigns, including how to define roles, determine your target market and messaging, identify the campaign’s objective, strategy, tactics and targets and get buy-in from stakeholders. Oh, and how to launch :)

Want to drive epic results and execute campaigns like a well-oiled machine?

Download our FREE Digital Campaign Launch Kit!
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Master the Multi-Channel Campaign [Free Digital Campaign Launch Kit]