Tag Archives: power

What is Knowledge Commerce?

knowledge commerce

The monetization of the process by which you share your knowledge. Benjamin Franklin once said, “An investment in knowledge pays the best interest.” Even with the passing of years, this quote hasn’t lost its meaning. But what if you could create a business entirely out of your knowledge? Would the returns be significantly higher? The answers to the above questions are in this article. The online learning industry continues to grow by leaps and bounds every day. Individuals who have chosen to share their knowledge and expertise digitally have seen amazing returns. However, the truth is, not many people are…

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What is Knowledge Commerce?

How to create *emotionally relevant* marketing experiences for your shoppers

Marketers have more data than ever before. But even with all of this data, we still aren’t seeing a complete…Read blog postabout:How to create *emotionally relevant* marketing experiences for your shoppers

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How to create *emotionally relevant* marketing experiences for your shoppers

Why I Switched To Sketch For UI Design (And Never Looked Back)

User interface design has changed dramatically in the last few years, as traditional computers have ceded dominance to smaller screens, including tablets, mobile phones, smartwatches and more.
As the craft has evolved, so has its toolset; and from one app to rule them all — looking at you, Photoshop! — we have gotten to a point where it seems like a new contender among UI design tools crops up every month.

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Why I Switched To Sketch For UI Design (And Never Looked Back)

How To Prototype IoT Experiences: Building The Hardware (Part 1)

The world is constantly evolving with frameworks, such as the Internet of Things (IoT) and virtual reality (VR). These and many others are opening opportunities to rethink how we approach prototyping: They introduce avenues to marry the digital software with the tangible aspect of the overall user engagement.
This two-article series will introduce readers of different backgrounds to prototyping IoT experiences with minimum code knowledge, starting with affordable proof of concept platforms, before moving to costly commercial offerings.

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How To Prototype IoT Experiences: Building The Hardware (Part 1)

Introducing Crazy Egg Recordings – Know What Visitors Really Do On Your Site

Crazy Egg Recordings

The one piece of information about your website that matters most is: how do your users interact with it? It’s easy to find out what they think about it: you can just ask them. But it’s very hard to find out how real users go about navigating your website. The thing is, that piece of knowledge is absolutely crucial. It’s the acid test for every design decision, because it’s what determines whether a visitor converts or bounces. So, we made Crazy Egg Recordings. Soon, Recordings will let you see multiple sessions of different visitors clicking, scrolling, and navigating throughout your…

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Introducing Crazy Egg Recordings – Know What Visitors Really Do On Your Site

Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017

If you could get in a room with digital marketing experts from Google, AdRoll and LinkedIn, what would you ask them? Better yet, what if you could rub shoulders with them without having to leave your desk?

We’re not trying to torture you with hypotheticals. For the second year in a row, Unbounce and HubSpot have teamed up to cregisurate Digital Agency Day: a full day of virtual and in-person events dedicated to the digital agency professional.

And it’s happening very soon: on March 16th, 2017. Completely free.

Register for Digital Agency Day here.

Join expert speakers from the world’s top agencies and agency partners as they share actionable, agency-tailored advice on analytics, reporting, growing retainers, new business strategy, content marketing, conversion rate optimization and much more.

Here’s just a taste of some of the presentations you can expect:

  • Rethinking Retainers & Other Pricing Issues
  • What Your Agency Needs to Execute Content Marketing the Right Way
  • Grow Your Agency With LinkedIn Sponsored Content
  • Extreme Growth with Google AdWords: For Agencies
  • Unifying your Customer Journey: Unlocking the Power of Cross-Device Marketing

Here’s what some of our attendees from last year had to say:

See you then? Click here to register.

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Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017

Do Those Magical “Power Words” Really Work to Improve Conversion Rates?

magical-power-words

Would you believe me if I told you that with a few simple strokes on the keyboard, you could tiptoe your way past your audience’s conscious objections, directly influence their subconscious minds, and instantly boost your conversion rates? Just imagine if all that it took to see amazing results in your clickthrough, opt-in, and sales numbers were a few “secret” linguistic tricks people wouldn’t even realize you are using. Now, I know that these are pretty bold claims to make. But over the course of this article, I will prove the unlimited potential of ‘power words’ and teach you how…

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Do Those Magical “Power Words” Really Work to Improve Conversion Rates?

6 Ways To Send Emails Your Customers Will Love

e-mail me candy hearts
Young love in the 21st century, amirite? Image via Shutterstock.
Psst: This post was originally published in 2014, but we recently gave it a refresh during our two-week publishing hiatus. Since launching the Unbounce Marketing Blog, this post has become one of our top-performing posts of all time. We hope you enjoy the read.

Research shows there are over 205,000,000,000 emails sent each day. 205 BILLION.

The average professional sends and receives 122 emails per day and spends 3.2 hours of their working day in their inbox. That’s a lot of competition.

To give yourself the best chance of cutting through with your email marketing, you need to send emails your customers love.

But how?

By thinking about each customer’s current relationship with your business, you can send emails each individual customer will find relevant. Here are six ways you can send emails your customers will love.

1. Segment your users

The most obvious place to start in order to send emails your customers want to see is segmentation. Don’t send everyone the same thing! This sounds obvious, but very few businesses take the time to do any segmentation at all.

There are many, many ways to slice your customer base, ranging from something as basic as RFM:

  • Recency (when did a customer last buy from you)
  • Frequency (how often does a customer buy from you)
  • Monetary Value (how much do they spend)

…to much more complex statistical models that try and factor in a whole range of historical data and future estimates.

intermix
Click for full-size image. Internet Retailer covers this example from Intermix, who used this strategy to increase email conversions by 1,000%.

Even some simple segmentation will put you ahead of the pack. Next time you send out a promotional newsletter I’d recommend having at least two segments: Customers that have purchased before and new customers.

Use simple segments to change your offer in each email you are sending and, ultimately, improve your profit from this campaign.

For example, why not offer new customers — who have subscribed but never bought — a discount. Give past, loyal customers access to a “hidden” series of products for the new season as a reward for their loyalty.

The best part? Implementing this type of segmentation can be as simple as pulling the order history out of your database and adding a true or false value to your email marketing list.

And don’t forget to measure the net result and see how it compares to your normal promotions. I’d be surprised if the results haven’t improved.

Already doing basic segmentation?

A clever, more advanced trick, is to use trigger-based emails to send very specific emails to your customers based on what they do on your site.

Amazon is always a great example of this in action, as they hone in on your browsing history and actively follow-up on-site activity with a series of emails.

Setting up emails like this can be done with good lifecycle email marketing software that allows you to track your customers’ actions and trigger a series of emails to users who look at product category (cameras, for example) but do not checkout.

The point:

The web is a powerful place, and you are now able to access and use more information about your customers than ever before.

Use your customers’ information to segment when sending marketing emails and you’ll be ahead of (or at the very least on par with) your competition!

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2. Set up an automated campaign

Automated emails give you the power to personalize in a way you simply cannot recreate manually. Below are a few examples of quality automated emails that show their power:

1. A founder sending an email within an hour of a customer signing up

At scale this sort of email is impossible to keep on top of if you’re emailing manually. With a little engineering and (ensuring you keep things simple) you can quickly implement an email like this that goes out to customers automatically.

As long as you actually follow up on any responses, you’ll find that this campaign really resonates with new customers.

hellofax founder email

This example from HelloFax is a great one.

2. Drilling down your funnel, like this example from Flightfox

Every business has a funnel of some sort. You should be tracking where your customers are in your funnel and using email to move customers from one step to the next.

The best way to do this is to provide useful information each step of the way. Sending tens, hundreds or thousands of customers an individual email based on where they are in your funnel could not be done manually, but automated emails give you the power to send something individually relevant.

flightfox drilling down funnel email
Click for full-size image

This doesn’t mean you have use formal language or lots of pictures. Take a look at the example above from Flightfox, who used a simple, plain-text question-and-answer format to double the conversions on a lifecycle email.

3. This hyper-relevant example from Amazon

amazon lifecycle email

Sending emails based on a customer’s specific browsing habits is something you could never do with a team of people (it wouldn’t be very efficient!), but using automated emails allows you to trigger an email with content related to your customers’ experiences so far on your website.

Don’t underestimate the power of automated emails!

(I could spend a lot of time going through how to setup automated lifecycle emails, but this slideshow does the job faster and smoother than I can!)

3 Steps To Make Your Lifecycle Emails Soar by — you caught me, it’s me — Chris Hexton.

The point:

  1. Setup an automated email to guide customers through your funnel.
  2. Use a simple, personal question-and-answer style format to make sure the email is helpful.
  3. Consider sending a series of emails, not just one, and don’t be afraid to send the first email a few hours after your customer first triggers the action in question.

3. Send from YOUR email address

I did a search of my inbox the other day for the term “noreply” and got over 1,000 results since the start of March. Admittedly, I get a lot more emails than the average user, but that’s a lot of noreply@domain.com addresses.

These emails were from startups, big brands and everything in between. In many cases they were simple promotional emails or updates.

There is no REAL reason to use a noreply email address for a marketing email. Even if you’re sending the email to hundreds of thousands of people you can use an address like info@yourdomain.com or support@yourdomain.com. Active communication with your customers is the way of the future.

As HubSpot points out in their slideshow, What The F*ck Is Social Media?, brands are winning engagement with their customers at every opportunity across every medium.

There are all sorts of tools out there to help with managing customer responses, my favourite being HelpScout.

Bottom line: you should use a personal email and give your customers the chance to respond if they want, because…

What if your customers have a question about your sale?

What if your customers respond and ask how to setup a new feature?

For every 10% of customers that bother to head back to your site and find your support email or create a ticket, you can guarantee that 90% will simply bail when they can’t hit reply.

Do you want to miss out on 90% of what your customer base are saying? Talking to customers is everything when it comes to running an online business. You can’t chat to them over the counter but you can chat to them via email!

The point:

Use a REAL email address, not noreply@domain.com.

4. Run a simple A/B test

Thanks to awesome tools like Visual Website Optimizer and Unbounce (shameless shelf plug), savvy online businesses use A/B testing to regularly improve their landing pages and funnels.

…but hardly anyone I talk to A/B tests email campaigns like they should. Running an A/B test might sound complex but it can be as simple as you want.

As an example close to home, I have recently been testing the format of my blog post update emails:

  • Do customers prefer to receive the entire post in an email or do they prefer a summary with a link to the blog post?
  • Do customers want to see a “hand-written” synopsis of the post by me (adding a little flare to the summary) or are they happy to simply get to the point?
  • Does having an image in the blog post update email make a difference?

All of these questions stem from wanting to write emails that your customers will love more. Getting customers to open, click and convert from your emails is important, and seeing the results of tests like those above is simple, thanks to the email marketing software on the market today.

So… next time you’re writing a campaign, have it in your head to create a second variation.

  • Test the ‘From’ address (for example, using “Chris from Vero” as opposed to “Chris Hexton” lifted my open rates)
  • Test the subject line (are you better with all caps, no caps, shorter subjects, longer subjects, a subject the same as the heading, etc.)
  • Test the template
  • Test the format
  • Test the offer

…and so on. Here’s the results of a recent A/B test on a subject line I ran. To test a hypothesis I simply removed “[Vero]” from the subject line and changed my approach to try and be mysterious or enticing — interestingly, the open rate dropped dramatically with this variation. Lesson learned!

vero email subject A/B tests
Click for full-size image

The point:

The value of a simple A/B test can be very powerful stuff. With a few extra hours work (or even less), you can find some permanent ways to send emails your customers love.

5. Simplify your copy

Ryan Hoover wrote a great post sharing his theory on Email first startups. He mentions a number of reasons email is a great medium on which to build a business. Email forces you to be simple. There’s no room for bloat and, unless your emails are focused and to the point, they won’t get your readers attention.

Although Ryan was talking about email in the context of starting a business, the same concept applies to any email you send

Simplify your copy, spend more time writing content that relates to where the customer is in their relationship to your business and provide a single call to action. Joanna Wiebe also has some great tips in her article “Tone of Voice 101“.

Here are four steps that you should go through mentally when writing a new email campaign (or any content you’re going to publish):

  1. Would I want to read this? This is really the starting point. When you re-read what you’ve written, you should constantly be asking yourself, “Would I keep reading? Or would I stop?”
  2. Am I speaking as I wish to be spoken to? Tone is hard to master: you need to be yourself and find a “voice” that makes sense to your customers and your business. You should always sense-check whether you’re talking in a way that is respectful, professional and consistent.
  3. Can I cut more out? Most people have a nasty habit of repeating themselves and writing too much. There’s nothing wrong with long copy (it often converts better) but long does not equal effective by default. Get someone to proofread your content and, if you need to, cut the crap!
  4. What is the call to action? Having a single call to action and repeating that CTA is something you should aim for in every email you send out. Keep it simple, keep it direct and make sure your customers get where you’re going with it.

The point:

Review your emails properly before you send them! Focus your emails with consistent, well-written content (take your time) and repeat your single call to action (CTA).

6. Give away your knowledge, for free

A tried and true tactic — customers will love you if you share your secrets with them.

Too many business owners worry about giving away information, as though a successful business is built on ideas alone.

The world’s most successful online business such as 37Signals, HubSpot and Net-a-Porter all use sharing as a core part of their marketing.

Take the 37Signals blog, Signal vs. Noise. Since 1999 they’ve shared their ups, downs and ideas about starting businesses, design and management online. This has led to successful books and has certainly been a dramatic aspect of the success of their products such as Basecamp or Highrise.

Net-a-Porter has always shared great content and style guidance on how to dress and look good. This magazine-first approach is a great way for Net-a-Porter to consistently market to their customers without seeming overbearing by simply offering coupons every week. Customers don’t buy clothes for the sake of buying clothes: they buy clothes to look and feel good.

netaporter 560
Click for full-size image

By sharing the secrets of how to do this Net-a-Porter constantly builds momentum, driving over 30% of their sales via email.

The point:

Give away as much information as you can to your customers. HELP them by teaching and they’ll love you for it. Email is a great medium for sharing content. It’s direct, it’s personal and it’s focused. Embrace this.

Rock and roll!

Focus on making your customers love your emails and you’ll increase your conversions as well. Use the huge amount of data you can now capture about your customers to send smarter emails, not more emails. Make each email count and you’ll be a long way ahead of the competition.

How do you send emails your customers love? Share success stories in the comments!

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6 Ways To Send Emails Your Customers Will Love

Developers "Own" The Code, So Shouldn’t Designers "Own" The Experience?

We’ve all been there. You spent months gathering business requirements, working out complex user journeys, crafting precision interface elements and testing them on a representative sample of users, only to see a final product that bears little resemblance to the desired experience.
Maybe you should have been more forceful and insisted on an agile approach, despite your belief that the organization wasn’t ready? Perhaps you should have done a better job with your pattern portfolios, ensuring that the developers used your modular code library rather than creating five different variations of a carousel.

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Developers "Own" The Code, So Shouldn’t Designers "Own" The Experience?

18 Social Media Tactics Used by the Silicon Valley Unicorns

I probably don’t need to tell you how important social media is to your business’s success. It is quite literally the fastest growing trend in all of human history! Social media has grown even faster than the Internet itself! A decade after its inception, the Internet had reached 1 billion people (or 1/6th of the population). Just nine years after social media started, it achieved a nearly 1.5 billion person reach! Source: onlinemarketing-trends.com If you did not fully grasp the power of social media, I hope that you do now. But how in the world do you actually use social…

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18 Social Media Tactics Used by the Silicon Valley Unicorns