What to Learn from the Success of MailChimp’s Campaign by Droga5

MailChimp won the marketing game once again. With its “Did You Mean …?” campaign by Droga5, they pulled off yet another brilliant way to increase awareness of the brand without obviously doing so.

Early this year, three bizarre yet mesmerizing short films were released, namely: MailShrimp, JailBlimp, and KaleLimp. They even had their own websites, YouTube channels, and all which sparked the curiosity and interest of everyone and made people wonder what exactly is going on.

 

MailShrimp

 

 

JailBlimp

 

 

KaleLimp

 

Apparently, these short films were all part of MailChimp’s much bigger campaign with Droga5. After watching the films, people became both confused and curious. Their curiosity lead them to look for more information about the short films which eventually directed them to MailChimp.

 

Following the release of the three short films, MailChimp also rolled out new unique trends and products including FailChips, SnailPrimp, WhaleSynth, NailChamp, and MaleCrimp – which eventually lead to MailChimp. Although not too obvious, all of these random brands and trends features the MailChimp monkey, and logo. All were part of a huge campaign solely for MailChimp.

 

 

Each of these trends and products have their own websites which all uses the MailChimp logo. More so, all of their websites have a footer that introduces the brand as MailChimp. Smooth move!

 

How It All Started

 

Way back in 2014, a 20-second ad for MailChimp runs at the beginning of each episode of the podcast Serial. The audio ad focused on MailChimp’s now-famous mispronunciation, MailKimp.

 

 

From the successful MailKimp ad which translated to actual people signing up for MailChimp, MailChimp with Droga5 capitalized on the success of the MailKimp ad and thought of a bunch of stuff that sounds like MailChimp this 2017; thus, the birth of the “Did You Mean …?”

campaign.

 

What We Can Learn

 

May it be a marketing failure or success, there are surely lessons you can make use of in your campaigns. With that, here are five marketing lessons we’ve learned from MailChimp’s success:

 

Never be afraid to try going the non-traditional route.

 

Droga5 thought of new ways to advertise MailChimp and didn’t limit themselves with the traditional ways of advertising. They weren’t afraid to take on a new route and think of something novel, weird, and intriguing, yet effective.

 

Who would have thought that bizarre fake films, weird trends, and unusual lines of products can advertise an email marketing platform, right? Droga5’s campaign for MailChimp took the brand to a bigger stage, and it’s successful.

 

Capitalize and improve your past successful ads.

 

The 2014 MailKimp is a huge hit in itself. But, capitalizing it for another ad three years later, was surprisingly a bigger hit. From the famous mispronunciation of MailChimp that is MailKimp, the much bigger “Did You Mean …?” campaign was born – all with the creative direction of Droga5.

 

From one famous MailChimp pronunciation, more weird things that sound like MailChimp were used to successfully advertise the brand without being too obvious. And, so, Droga5 thought of MailShrimp, KaleLimp, JailBlimp, FailChips, SnailPrimp, WhaleSyth, NailChamp, and MaleCrimp.

 

Know your audience and target their interests.

 

Droga5 didn’t blindly devise unique and weird ads for MailChimp’s campaign. First thing they did was research on the current trends and cultures of their audience. They figured out where exactly their audience is and devise something relatable and interesting within those cultural spaces.

 

They capitalized on weird trends such as anti-aging snail facials and products, outlandish nail art designs, and male hair crimping during the New York Fashion Week; and related them to today’s culture – thus, the birth of SnailPrimp, NailChamp, and MaleCrimp. What a bright idea, right?

 

Give birth to original concepts and ideas.

 

Besides crafting a marketing campaign that plays off the name of MailChimp, Droga5 really put their heads in the marketing game by creating new products, films, and trends that can already stand on their own. Although they were different from each other, MailChimp still connects them.

 

Who would have thought that a potato chip product can market an email marketing platform, right? Well, MailChimp successfully did it with a line of pre-crushed potato chips named FailChips. If anyone will look closely on the FailChips website and packaging, they will see MailChimp’s logo.

 

Focus on building relationships, rather than merely selling.

 

MailChimp believes that building relationships with their customers, fans, and anyone else is more important than merely making their brand known. Once the customer relationship is built, the leads and sales eventually follows.

 

In their campaign, MailChimp lead their audience through a process. They didn’t blatantly sell their product; they gave their audience an experience of discovering MailChimp through the ads. They were more concerned of showing who MailChimp is rather than of what people call them.

 

The overall success of this ambitious plan for MailChimp’s campaign can be credited to Droga5, PHD, Riff Raff Films, The Directors Bureau, The Sacred Egg, JUCO, Company Resn, and more.

 

How about you? What other marketing lessons have you learned from MailChimp’s successful campaign? Feel free to share them in the comment section below.

Valentine’s Day Ads and Marketing Lessons You Can Learn from Them

Every love month, marketers go the extra mile to reach potential customers with their ads. And, with these Valentine’s Day ads from big and small brands alike, we can surely learn a thing or two marketing lessons.

It’s that time of the year again when people become love-stricken – when flowers, cards, candle-lit dinners, chocolates, and romance fills the atmosphere. To join in on the “love” holiday, content creators and marketing companies alike go the extra mile and capitalize on the love-stricken market for their marketing campaigns and ads.

We’ve rounded up some of the most memorable Valentine’s Day campaigns and ads which can teach us a thing or two about effective marketing:

Take Note

Notes – a life story, a love story

2017

 

 

For this year’s Valentine holiday, BBDO Toronto created a love story for Take Note, a pen and stationery retailer. In this ad with already more than 21 thousand views on YouTube, a love story is told through the use of handwritten notes and messages using Take Note’s products. It tells a realistic life and love story of a couple from their meeting to their old age.

These days, people are drawn to ads they can identify and relate with. In Take Note’s Valentine spot, it tugged the heartstrings of its viewers and potential customers with the tale of Rob and Tina which shows the reality couples go through at the course of their lives. More than that, it has imprinted an impact to their audience even after watching the commercial.

Take Note’s Valentine spot has been effective in telling a story and telling others the beauty of the long forgotten way of sending messages which is through writing notes.

WestJet

#WestJetLove Valentine’s Day proposals in Barbados

2015

 

WestJet’s #WestJetLove commercial with already 1.5 million views on YouTube today was one of the most popular love month campaigns in 2015. It shows how WestJet flew two lucky couples to Barbados and let its viewers watch how their love stories and surprise proposals come to life on screen. This move resulted in a personal, tear-jerking, and beautiful ad.

One marketing lesson you can take from WestJet’s Valentine commercial is placing greater importance on building more personal relationships with your customers more than merely selling them your products or services. This type of marketing campaign shows the human and personal side of your brand which is more attractive and appealing to consumers.

WestJet’s Valentine commercial teaches the importance of building connections and relationships that drive website traffic, leads, positive receptions, and eventually, sales.

Netflix

500 hours | Binge for Love

2016

 

https://youtube.com/watch?v=pWCOwJD0r9w

 

In 2016, one of the Valentine’s Day commercials that made a mark was Netflix’s 500 Hours Binge for Love. It tells a story of a man who fell in love and binge-watched a Netflix series just to impress the woman he likes. Although it only gained 65 thousand views on YouTube, it has successfully promoted Netflix and the then new series; Orange is the New Black.

First, this advertisement tapped a relatable situation its audience could identify with – a guy going absurd lengths to impress someone he likes by learning and liking her interests. Second, this Valentine ad capitalized on popular culture by the use and modification of a popular song, the concept of binge-watching TV shows, and its brand’s cultural cache.

 

Netflix’s 2016 Valentine’s Day campaign showed a unique take on relatable love stories without being too obvious in promoting its brand and its new television series.

Google

Parisian Love

2009

 

 

Although Google’s love-related ad wasn’t released exactly on Valentine’s Day, it was deemed as one of the best ads ever. It tells a love story of how an American finds love in the city of Paris through Google searches. Google’s Parisian Love already has 7.8 million views on YouTube to date. Its simplicity yet creative storytelling makes it an unforgettable ad.

Google’s ad focused on the lives of its customers by crafting a story they could relate to. Through the ad, people remembered their own similar experiences making the ad appeal to them in a more personal manner. Even after eight years of being aired, Google’s Parisian Love still continues to resonate with the people – making it one of the best advertisements ever.

 

Google’s Parisian Love showed how Google Search played a huge part in the love story in the ad, and how it can also play a huge part in its users’ life and love stories.

Extra Gum

The Story of Sarah and Juan

2015

 

 

With already 20+ million views on YouTube alone and numerous shares over other social media sites, Extra Gum will always be remembered with its 2015 romantic commercial, The Story of Sarah and Juan. It follows the love story of Sarah and Juan who met, fallen in love, and got engaged and how Extra Gum played a huge role in their romantic story.

Extra Gum effectively promoted their chewing gum through a sweet and romantic love story of a girl, a guy, and a stick of gum. By crafting a story that gave its audience countless feels, they have promoted their product without being too obvious. This beautiful love story didn’t only appeal to the masses; it also caught the attention of popular personalities as well.

With love as one of the topics that never gets outdated, it’s great to capitalize when creating ads. However, it has to tug the audience’s heartstrings to be remembered.

The next time you craft an ad for your brand, take a lesson or two from the above Valentine’s Day ads. Happy love month!

Cart Abandonment: What It Is and Tips on How to Avoid It

At least one cart is being abandoned by an online shopper each year resulting in a continuous rise in the number of online orphans or abandoned online carts. Although cart abandonment is seriously alarming, it can be prevented.

According to Listrak, today’s cart abandonment rate is at an alarming 80% with a 77% average rate for the past six months. From February to August 2016, the rate of online shopping cart abandonment has increased from 74.89% to 80.15%.

 

In 2015, the average cart abandonment rate was 71.39% globally, reports Barilliance, the leader in cart abandonment recovery technologies. Cart abandonment rates by device are as follows: 76% on mobile phones, 75% on tablets, and 69% on desktops.

 

Ever since e-commerce started making its way in the shopping industry, cart abandonment remains to be one of the major challenges online retailers needs to face and eventually overcome. What can we do to change the future of our e-stores then?

 

About Cart Abandonment

 

What exactly is shopping cart abandonment? This great challenge faced by e-commerce retailers happen when online shoppers place items in their digital shopping carts, but then leave or abandon their carts before completing their purchase.

 

To compute for your e-commerce shop’s cart abandonment rate, just divide the total number of successfully completed transactions by the total number of initiated transactions. Your shop’s cart abandonment rate identifies the percentage of online shoppers who intended to add items to their carts and make purchases but didn’t proceed to checkout.

 

How This Can Be Avoided

 

Even though the data for cart abandonment is sobering and challenging, with the right strategy, it can be avoided. Here are different ways to get your shoppers stay until completing their orders and reduce your shop’s cart abandonment rate:

 

  • Establish and build trust and security.

 

In e-commerce, your customers are required to give out some of their personal information such as contact numbers, shipping address, and credit card details during payment. To give them confidence and security, show them your trust logos and licenses.

 

According to statistics, 75.66% of online shoppers say that trust logos affect their sense of trust for a specific website. More than that, 60.96% of online shoppers didn’t complete their purchase because of missing trust logos or logos they don’t recognize.

 

  • Be clear about shipping costs upfront.

 

Most consumers abandon their carts because of unexpected hidden costs that surprise them upon checkout. Of all these hidden costs, fees, and surcharges, the shipping cost is the top reason for shopping cart abandonment. Besides hating to pay for shipping fees, not stating the shipping costs upfront pisses potential customers the most.

 

Even before a customer adds a product in the cart, state the shipping fee upfront. You can add it to the product page so they’ll know how much the exact cost will be.

 

  • If possible, offer free shipping.

 

According to statistics, 93% of online shoppers get encouraged to buy more products in an online store where free shipping is offered. If it’s feasible and possible, offer your online customers with free shipping. Doing this will attract more leads and sales.

 

  • Provide guest checkout options.

 

Another reason why online shoppers abandon their carts is that of being forced to log in or create an account with an online store. To reduce your shop’s cart abandonment rate, make sure you provide your customers with guest checkout options.

 

Doing this may require sacrificing their email or other data, but a guest checkout option will give you the sweet rewards of a complete purchase. The choice is yours.

 

  • Provide a variety of payment options.

 

Offering an only credit card payment option or few choices can increase your online shop’s cart abandonment rate. Today, shoppers are most likely to abandon your cart if your available payment options do not include their preferred method or gateway.

To reduce your online shop’s cart abandonment rate, you might also want to consider adding mobile payment options such as Apple Pay and Google Wallet to cater to the younger generation of online shoppers. More options = less abandoned carts.

  • Make the checkout process simple.

Never bombard your customers with too many input fields to fill out in a checkout form. For the majority of online shoppers, complex checkout forms are time-consuming, so they just abandon their carts and look for another online store to shop instead.

In creating forms, especially for checkout, keep it short and simple. Refrain from asking unnecessary information in your checkout form. You also need to watch out for redundant or duplicate fields. Provide a hassle-free checkout process as possible.

  • Include thumbnail images of their orders.

To give your customers an experience like that of shopping in a physical store, include thumbnail images of their orders in their shopping bag or cart. This is an effective “grounding” technique that will remind them of the items they’re purchasing.

With the help of thumbnails, your customers can easily check, edit, or update their orders. They can easily see the products they’re buying throughout the checkout process. Seeing the thumbnail images of their chosen items will reinforce their desire to buy.

  • Use clear and compelling CTAs.

When customers add an item to their shopping cart, there’s still no assurance that it will eventually lead to a sale. For that reason, you still need to woo your customers to complete their purchase during their entire shopping experience or upon checkout.

It’s a must to include clear and compelling calls to action (CTAs) on the customer’s cart or the checkout page to strengthen their resolve to complete their purchase. Remember, your goal is to completely convert a lead to a sale, not an abandoned cart.

Online retailers lose billions of dollars yearly due to abandoned shopping carts. To prevent or at least lessen this loss in sales, do what it takes to encourage your customers to complete their purchase, rather than simply leave their carts and walk away from your online shop.

Don’t contribute to the growing number of online orphans in the world of online shopping. Give your customers a simple, seamless, and hassle-free online shopping experience. Consider the tips enumerated above and reduce your e-commerce store’s cart abandonment rate.

How to Leverage Emotions to Increase Your Conversions

When it comes to buying decisions, humans are by nature more emotional than rational. Being able to target the consumers’ emotions and create a powerful and long-lasting bond between you and them will naturally drive conversions.

 

 

As compared to cognitive thinking, emotions are those that create a higher impact on our present and future actions. In fact, the most shared and most viral brand advertisements can be described with one word – emotional. 2015’s most viral ads have one thing in common; they all showcase emotional content such as friendship, inspiration, joy, love, empowerment, etc.

 

For consumers, brands and products are more than just mere objects. They also view them as something that could address their emotional needs. By tugging their heartstrings, they’ll be able to personally connect with your brand. Then, conversions will naturally follow.

 

The power of emotions

 

Have you experienced tearing up over an emotional and moving advertisement, and feel a certain connection with it? That’s the power of emotions and emotional advertising.

 

According to Nielsen’s 2016 report, emotions are central to advertising. Emotions influence people’s conscious decisions and drive their non-conscious decisions. Most of our decisions are driven by emotions. Decisions are rarely rational and are always influenced by emotions (instinct) which lead to a purchase.

 

Below are the four basic emotions in humans: happiness, sadness, surprise, and anger. These emotions significantly impact and influence a human’s actions and decisions – including his/her purchasing decisions.

 

  • Brands and ads that encourage smiles, laughter, happiness, and positivity have the most shares and engagement. One great example of all time is Android’s “Friends Furever” advertisement.

 

  • Brands now invest in creating ads that make people cry through moving ads. Even though ads like MetLife’s and P&G’s make us bawl our eyes out, they do really great in sending inspiration and awareness.

 

  • Fear/Surprise. Fear stirs up urgency and encourages people to take action. Using fear in advertisements is best for campaigns about issues that need immediate action such as climate change, smoking, drunk driving, etc.

 

  • Anger/Disgust. Although anger and disgust are classified as negative emotions, they can cause people to spur action, reconsider their perspectives, etc. See Save the Children’s ad. It may stir up anger over the Syrian crisis, but it also stirs up the people’s hearts to make donations to the refugees.

 

Big brands completely understand the emotions of their viewers, followers, and audience. They know how to tug their consumers’ heartstrings. Their emotional ads have driven significant effects to their brands including awareness, conversions, etc.

 

How to leverage emotions

 

As a marketer, appealing to the emotions enumerated above can help you attract visitors and encourage them to take a specific action. But, how? Study tips below:

 

  • Understanding your audience’s needs. Determine your audience’s emotional state, needs, and triggers, etc. through qualitative research. Once you get to pinpoint how they naturally feel, you can start working on an ad strategy that drives conversions.

If you happen to be a travel brand, Expedia for example, your audience may naturally look for fun, relaxation, adventure, freedom, etc. If you’re a life insurance company, your audience may look for security, sense of trust, etc. No matter who your market is, you need to get to know them completely so you can cater to their emotional needs.

 

  • Making them understand your brand’s core value. One of the most brilliant ads to date are from Thai Life Insurance. According to Phawit Chitrakorn, their emotional ads’ main goal is not to make people cry. Their focus is to make people appreciate their brand’s core value which is the “Value of Life.” More than being viral, their ads actually sell.

 

Through their viral ads, Thai Life Insurance always was the first in mind the day a person decides to avail a life insurance policy. Because Thai Life Insurance is the life insurance brand Thai people are most aware of, actual sales and conversions follow.

 

Learn from Thai Life Insurance’s example and make your brand the first in line when people think of a service related with yours. See their most brilliant ads here.

 

  • Emotional storytelling. Storytelling that uses emotional content is a powerful tool that can make people relate to your brand without having to shove your products down their throats. People prefer stories they can relate to than have specific products or services pushed at them. Stories draw attention, tap curiosity, and drive engagement.

 

To create a good story, you must consider a little bit of drama, relatability, familiarity, simplicity, and immersion. Also, your story needs to positively enhance the lives of your audience. Happy or sad, your story has to leave your audience with a positive takeaway.

 

If people become emotionally engaged with your story, it’s more likely for them to choose your brand and your offerings over your competitors.

 

  • Emotional design. Specific colors, images, designs, and text fonts, sizes, and styles can significantly affect human emotions. There are essential factors to be considered like color psychology and type psychology when creating advertisements. Combining the right colors and type can create an effective emotional design for an ad.

Make sure that your font and color choices, layout, and presentation work well together to get noticed. In doing your selections, make sure that your choices stimulate the emotion you’re trying to create. In using colors, consistency is the key in maintaining your chosen emotion. For images, make sure they’re evoking the right emotion.

 

Take a look at these 50 genius print ads created with solid concepts and great designs.

 

  • Showing your business’s human side. By showing your business’s human side, you can establish a more personal connection and bond with your audience. Offering your audience a glimpse of your company’s exclusive behind the scene footages can build an instant connection, relationship, and sense of trust and authenticity.

Ben & Jerry’s sure knows how to encourage personal connection with their customers by showing their business’s human side. They don’t only focus on promoting their products, they show the world the people behind their successes. Know how you can do the same for your brand and business by watching their exclusive videos here.

 

To be successful in the business industry, you need to understand, master, and leverage your consumers’ emotions. Whatever your conversion goals are, whether it be to drive leads, establish brand awareness, promote your product, etc., a well-planned emotional marketing strategy can tug your consumers’ emotions and do the trick.

The Key Contributors to Content Marketing Success

They say, “Content is king,” but, how can your content really be king over other online competitors? We will teach you efficient ways to achieve content marketing success.

 

 

As technology advances, more and more marketers are looking for better ways to improve their marketing strategies. Nowadays, consumers aren’t any fonder of the traditional marketing campaigns such as television and magazine ads. They are now more adept and exposed to online “surfing”. This is where content marketing gets in the picture.

 

What exactly is content marketing about?

 

According to Joe Pulizzi of Content Marketing Institute,

 

“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

 

Content marketing’s aim is to communicate with existing and potential customers without selling your products or services. Instead, content marketing is focused on creating and delivering valuable content to produce more intelligent buyers.

 

As content marketers, consistently delivering valuable information to our customers can result in business, sales, and customer retention and loyalty.

 

Contributors to content marketing success

 

So, how do you deliver valuable information to customers while attracting and driving profitable customer action? Here are key contributors you should consider to achieve content marketing success:

 

  • A mission statement. To keep you focused on your content marketing goals, you need a mission statement that will serve as your vision board. It can also keep your efforts directed and aligned in attaining your goals.

 

To create your mission statement and set a path for your content marketing strategy, you can ask yourself the following questions:

 

  1. What is/are my goal/s?
  2. Who is my target group of audience?
  3. What value can I add to my target audiences’ experiences?
  4. What approaches can I do to deliver these values?

 

Creating a mission statement helps you define your business, products or services, and target audience. More than that, it serves as your overall guide for all your marketing decisions. Check a few examples here.

 

  • Audience or buyer persona. Visualize and create a buyer persona that represents the majority of your target audience. Creating a buyer persona can help you design a more powerful, engaging, and personal content for your targets.

 

In creating and mapping out your content marketing strategy, consider the buyer persona you visualized, and think of strategies on how you can help him/her address his/her needs through your content.

 

  • Right mix of content. Make sure that every content you will publish is consistently aligned with your mission statement or your business goals. Focus on quality rather than quantity. More so, you must serve your market with the right mix of content.

 

Effective content can be in the form of visuals, infographics, blogs, case studies, downloadable PDF content, interactive posts, quizzes, podcasts, videos, and many others. For marketers the top content picks are:

 

  • 45% | Blogs
  • 34% | Visuals
  • 19% | Videos
  • 02% | Podcasts

 

According to statistics, 45% of marketers consider blogs as the most important in content strategy. In fact, for this year, 69% of marketers plan to increase and improve their blogging efforts. Marketers who consider blogging a priority have 13x more chances of achieving a positive ROI.

 

  • Strategic content distribution.He who fails to plan is planning to fail,” says Sir Winston Churchill, a former British Prime Minister. True enough. You need to be armed with a documented strategy for content creation and distribution. A documented strategy is also the secret of the most efficient content marketers.

 

Take some time to test different content distribution platforms and see which works best for you. Google AdWords, Social Media channels, Email, and eNewsletters are only a few of the media you can use to distribute your content.

 

For B2B marketers, LinkedIn works best while Pinterest or Facebook is the best choice for B2C marketers. Content distribution through eNewsletters is also considered as the most effective content marketing strategy for B2C businesses.

 

You can also try mixing free and paid content distribution methods to get your message out to your target market or community.

 

  • Metrics and ROI tracking. Setting up metrics helps evaluate the performance and efficiency of your content marketing strategy. According to statistics, 30% of B2C marketers consider sales as the most important content marketing metric. 82% of B2C businesses set sales as their #1 marketing goal.

 

Although the output of content marketing does not come easy, over time, you can observe progress in qualified leads and sales. If your reports do not show much progress, then it’s time to reevaluate and revise your content marketing strategy.

 

  • Contributors and influencers. Another factor to consider is to get contributors and influencers work with you. Contributors can give you multiple perspectives on a certain topic on which you can generate fresh and new content ideas.

 

Conduct interviews, collaborate, talk to representatives from different departments, or invite guest bloggers. You can also contact influencers to work with you. The huge following of influencers can help you reach a wider audience.

 

Content marketing is no piece of cake, but with the right strategy, you can be as successful as other renowned content marketing giants. Incorporate the above key contributors to power up your content marketing strategy!

How to Create Email Newsletters People Would Love to Receive

Even if we admit it or not, thousands of email newsletters are often ignored and deleted instead of read. How can we then create email newsletters people would be excited to receive and read?

 

 

Sending newsletters shouldn’t be done for the sake of merely having something to send your subscribers. A newsletter has to be carefully crafted and packaged. More than that, it has to offer value to its recipients. It has to address and solve your subscribers’ needs.

 

Because there are different types of subscribers with different needs, there’s no exact and specific formula for a winning newsletter. A newsletter can be loved for different reasons which include an appealing layout and design, an exceptional copy, or persuading CTAs.

 

The Types of Email Newsletters

 

To get started, read on and get to know more about the four different types of an email newsletter:

 

  • Informational newsletters are typically short emails that contain either curated content, news, event information, reminders, including birthday or other milestone greetings. It requires no action from the subscriber; it’s sent for the sake of information.
  • An educational newsletter is often used to help subscribers address and solve a problem by teaching them certain solutions. This type of newsletter can contain news, updates, or any educational content that can be of great value to your subscribers.
  • Lead Nurturing. Most often, lead-nurturing newsletters contain useful, rich, and targeted content aimed to generate sales leads. This type of email follows a sales funnel or cycle and is often sent in a series of emails with the end goal of a subscriber’s CTA response or purchase.
  • A promotional email often introduces a new product, promotion, service, or special event with an invitation for the recipients to participate. It should be sent only when needed, or else it can annoy the recipients. It has to have value or else they’ll unsubscribe.

 

The Anatomy of Great Newsletters

 

Although there is no exact formula to create your newsletter, there are essential elements to put in mind when creating one. You just have to try and test them out and determine which combination works best for your subscribers. So, what makes a great newsletter then?

 

  • Specific email sender. An email from a legit email address with a real name is most likely to be opened by its recipient instead of one sent by a generic address. To avoid landing the junk, choose ‘name@companydomain.com’ over ‘deptname@companydomain.com.’
  • Logo and branding. Your logo has to be placed at the very beginning of your newsletter for quick recognition. More so, every element placed in your newsletter has to be matching and on-brand such as your fonts, theme, buttons, images, content, tone, and personality.
  • A catchy subject line. To attract your recipient of opening your sent email newsletter, make sure to make your subject lines brief but creative. Would you open an email with the subject line you wrote? If you won’t, your subscriber probably won’t open that email either.
  • Standout headings. Use short but catchy headlines to break your whole newsletter into parts. Humans prefer processing information in chunks. You can also incorporate your personality and branding with the color, font, tone, and style of your headings or headlines.
  • High-quality images. High-quality and full-width images can make your newsletter more visually appealing. But, in adding images, make sure they match your branding, and they are relevant to your newsletter’s content. As much as possible, avoid using stock images.
  • Relevant and engaging body. Make sure you don’t bore your subscribers with your newsletter’s content. Make your copy simple, engaging, and easy to consume. It also has to be relevant and valuable to your subscribers. You can also personalize your content.
  • Call/s to action. Add call to action or CTA buttons to gauge whether your newsletter converts or not. It may be CTAs for your subscribers to follow your social media accounts, read more about your blog, etc. You can also use CTAs to link to relevant landing pages.
  • Subscription options. Your newsletter has to abide by the law. To do that, you must include preferences such as “unsubscribe from the list” and “update subscription” in your newsletter’s footer. These are essential newsletter elements that are required by the law.

 

Other Newsletter Creation Tips

 

To make sure you’re creating newsletters your subscribers will love and not mark as spam, consider the newsletter creation tips and tricks below:

 

  • Be mobile-ready. Make sure your newsletter renders well on any kind of device. Note that more and more people are reading their emails on their mobile devices. Create a mobile-friendly layout for all your email newsletters.
  • Optimize your email list. It’s not wise to send the same newsletter to all your subscribers. You must segment your list according to blog category, subscriber activity, etc. You need to fine tune which newsletters are to be sent to whom.
  • Offer freebies once in a while. Your subscribers “subscribed” probably because they’d love to see you in their inboxes. So, once in a while, offer them freebies such as special discounts, content, etc. and make them feel like VIPs.
  • Practice consistency. Be consistent with both your newsletter schedule and branding. Stick to your schedule because your loyal subscribers will be waiting. You also need to be consistent with your voice and branding in your emails.
  • Make a connection. Share a glimpse of your human side to build a more personal and lasting connection with your subscribers. Share bits or BTS of your personal experiences and stories while staying within your newsletter’s topic.

 

Study the newsletter creation essentials, tips, and practices discussed above to make sure your email newsletter doesn’t go the spam or junk folder. Then, review and reevaluate your present email newsletter strategies and implementations.

 

With the right elements and implementation, your subscribers will surely love and look forward to the email newsletters you’ll be sending them. Make your email newsletters worthy of the people’s effort to subscribe. Make every email worth reading.

 

Tips on How to Win at Social Media Marketing

With the growing number of businesses using social media for their marketing campaigns, how can yours stand out? Read on and discover the arsenals that can help you win at social media marketing.

Whether your business is only starting or one that’s been up and running for decades, social media marketing – when done right – can help you significantly expand your market and customer base. Marketing your brand or business in various social media networks and platforms can positively contribute to your acquisition of customers, and eventually, sales.

The Basics

Every success starts with a goal and the foundations that ground them. The same thing is true for social media marketing; you need to understand the social media marketing fundamentals. To get you started on the right foot, here are ten social media marketing laws developed by Susan Gunelius, an author and the CEO of a marketing communications company.

  • Listening. Before you think of creative campaigns, get to know and listen to your audience first. Figure out their needs, interests, and the things important to them. A campaign no matter how great will be useless if it won’t add value to your audience.
  • Focus. Focus on what your brand is about and how it can add value to the lives of your target audience. Ground your campaigns with your goals. Don’t attempt to be all things for all people. Refrain from being a jack-of-all-trades. Keep your focus.
  • Quality. A huge number of followers is nothing if these followers don’t engage with you. Pursue quality relationships with your audience. Engagement is more important than mere numbers of followers. Pursue and work on long-lasting connections.
  • Patience. Take your time and don’t be too hard on yourself because, as cliché as it may sound, success doesn’t really happen overnight. And as you practice patience, never let your commitment to your business’s success die down and quiver.
  • Compounding. This law goes with the law of quality. If you commit yourself to sharing quality and valuable content, it will also yield quality and valuable followers in return – aka those who will share, talk about, etc. your content to others as well.
  • Influence. Finding appropriate influencers to partner with in your social media marketing campaigns can greatly improve your brand’s marketing, leads, traffic, and sales. With the help of influencers, it’ll be easier to reach new and larger audiences.
  • Value. In sharing your content, products, and services online, try your best not to be too sales-y. If you bombard people with promotions instead of value, you will lose them. Focus more on providing them valuable content. Build lasting connections.
  • Acknowledgement. Never neglect and be a snob to people who try to reach out through a comment, message, etc. Never forget to acknowledge these people and reply. If you always make them feel noticed, you’ll be able to keep them for good.
  • Accessibility. Always be present and available to your audience. Making a disappearing act is a big no-no. You must be consistent not only in sharing and publishing valuable content, you must also keep the connection through engagement.
  • Reciprocity. To be successful in social media marketing, you shouldn’t only talk about yourself and your business. You also need to allot some time to share and talk about the content of others too. In the long run, they’re most likely to the same.

In any social media marketing campaign you will do for your business, always go back to the fundamentals and basics. This way, you’re sure to start and finish strong.

Go-to Tools

Because social media marketing is no easy task and one that never sleeps, you will surely need some help. To run your social media marketing campaigns smoothly 24/7, you can utilize various social media marketing tools to make your social media marketing tasks a bit easier and more manageable. With that, here are some of the must-have tools you must try:

  • Canva. With this nifty visual content tool, anyone – even those without any background in graphic design – can create capturing graphics. This tool’s drag-and-drop function, templates, and other design elements makes graphic design easy.
  • Hootsuite. If you find it hard to manage your social media accounts, you’ll find Hootsuite extremely helpful. With this tool, you can manage and schedule all your social media posts on all your accounts all in one place. This tool has analytics as well.
  • CoSchedule. This tool is more than just a tool; it’s a toolset you can use to centralize your entire marketing strategy. CoSchedule offers a plethora of tools for all types of marketing – content, blog management, social media, and a lot more.
  • Buzzsumo. One way to practice the law of listening as explained above is through utilizing Buzzsumo. With this tool, you can do content discovery, brand monitoring, influencer marketing, content research and curation, competitor research, etc.

Conclusion

Social media marketing is an inevitable trend that keep’s on growing. If you don’t join in on the trend, you’ll miss out on the great potential it can bring your business. However, joining in on the trend isn’t enough. You have to win it and stand out amongst your competitors. So, give the above tips and tools a try and make your first step in winning at social media marketing.