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LeadBI is now also present in South Africa!

With the opening of new offices in South Africa, LeadBI becomes more and more international.A new synergy, an important partner in the digital world that opens the doors to new market segments. This new international focus allows us to reach new customer targets with a direct presence in the reference market and therefore the possibility of offering our services and assistance in an increasingly timely and localized manner.

This strategic collaboration has the name of Shaun Swanepoel, an important name in the international email marketing and in the automation market, with his 12 years of experience for leader companies in email marketing service such as GraphicMail and TotalSend.

Shaun witnesses in South Africa what has been an important change in the world of email marketing, namely the succession of a lot of small competitors, providers of bulk mailing services who do not give the right attention to the customer.

And this is precisely what is happening in the rest of the world, the incoming of an increasingly target and customized approach. And that's exactly what we do with our idea and our system. And Shaun got it right.

He knows the LeadBI world thanks to our founder Nicolò and keeps in contact with him over the years and when the time is right for both, LeadBI South Africa is born, LeadBI's second international partner.

Mr. Swanepoel says about us: “One thing can be said about Italians and South Africans, they bargain hard but in the end, they share a lot of common values in what they want in life!

Because even if many kilometers away, LeadBI South Africa is always next to us, in the evolutions that our world lives every day, in the change that digital imposes on our activities and in the attention we place in the care of our customers and in the partnership that we manage to establish with them, day by day, evolution after evolution. Even in South Africa.

Visit the website: https://www.leadbi.co.za

 

 

 

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LeadBI srl - Via Martiri VI Ottobre 48 - 66034 Lanciano (Italy) | VAT: 02678360690

In the current context, it is harder than ever attract and get loyalty the customers. You may have already had an amazing customer and thinking about it would be extraordinary if all the customers were like that. Maybe you have also meditate on how the differences in customer lifetime affect on your marketing strategy.

However, the customer lifetime value (CLV) can be rather complicated to study, especially because of the time that many small and medium sized enterprises employ to convert a lead into customer.

But don’t think that could be a problem. Following there is a way in which the products or the services that you sell allows to loyal customers adding value at your business.

Unify data to obtain an analysis of your best customers

For best customers I mean that with a more high lifetime value. You could describe some features about your more loyal customers, but how much of them are based on customer data?
If it isn’t so, unify customer data breaking down barriers, measuring all the customer journey and building dynamic user experiences. If you are unified all possible data, the next step is to start developing a customer lifetime value example.

Three steps to unify customer data:

  1. Breaking down barriers and reinforce customer data
  2. Perform measurements and analysis during all the customer journey
  3. Build dynamic user experiences

 

 

Use the available resources to determine the complexity of the Customer Lifetime Value modeling

The complexity of CLV modeling depends from the amount of funds and talents you can dedicate to the latter. After you defined the resources you can commit, you’ll be able to define more easily the complexity degree about modeling.

For example, there are so many companies that to estimate the customer value, use a lot of Markers as the product purchase pricing, demographic customer data and purchase data. This metric is called “Day One” and predicts a single customer value in a particular moment, and also the efficacy in helping to make decisions regarding the investment of some customers.

The companies which don’t have the same resources to analyze data can use simpler alternative methods, as purchase pricing or the customer lifetime value.
If you don’t have the resources for a more advanced model, you have to consider the average incomes for customer, the average outcome frequency and the amount of products or customer service request at your business. Gather these customers into as many segments as are your resources to perform the analysis, starting from the easiest sharing between customers below average, average and above average.
With all the information at your disposal, try the common features between data into every group. To prevent the potential customer lifetime value, compare all their data with those of these consolidated groups.

What really matters is the usage of new customer data

If you don’t have resources, you have to consider the possibility of cooperation with a data scientist or an expert agency to develop probability models about the behaviour of buyers.
Regardless the complexity of the model, develop it one effective for your business requires time and task.

The development of CLV modeling is the first step for a long term business sustainability, but the modeling is not enough to produce outcomes. What really matters is how you use new customer data.
Every journey is composed by more steps and that of CLV is not an exception. Every step allows you to reinforce the position of your company. Start letting your data show you the way to achieve the best customers.

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This Year LeadBI will take part at NetComm Forum event, on 29 and 30 May at MiCo - Milano Congressi.

In fact, LeadBI participation offers a great opportunity to analyze the topic about Marketing Automation. The platform is addressed to B2B companies, communication and web marketing agencies, that allows to track, identify and turn your visitors into potential leads. LeadBI recognizes your website visitors and allows to monitor their behaviour viewing the user customer journey in real time.
The user has over 80 tools at disposal as forms, pop-up, crm, newsletter, landing page and many others to optimize its own marketing automation activities.
In addition, with LeadBI you have the opportunity to become a Reseller and to manage unlimitedly all the subaccount through a single dedicated Dashboard with which offering new added value services to your customers.

Now in its 13th edition represents a date to increase and discuss about e-commerce, digital retail and business innovation topics inspired by the digital scenary in constant evolution.
Promoted by Netcomm, the Consortium of Italian Digital Commerce, the event every year involves about 15.000 companies, it offers more than 90 follow-up meetings and hosts an exhibition area with over 200 exhibitors.
Netcomm Forum is an unique networking opportunity to find the most innovative trend connected to the consumers evolution and the new technologies, and meeting international professionals of digital ecosystem.

 

NetComm Consortium

Netcomm, the Consortium of Italian Digital Commerce, is a reference point about e-commerce and digital retail in the national and international overview.
Born in 2005, it gathers over 400 companies composed of international companies and small-medium sized companies of excellence.
Netcomm promotes the e-commerce development and the companies digital evolution, producing value for the entire italian economic system and for consumers.

The main fields in which Netcomm is engaged are:

We hope many of you will come at MiCo Milano, gate 14 Via Gattamelata 5, from 9.00 am to 6.00 pm. See you there!

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40% of the world’s population is represented by active users of social media. Social media has revolutionized how companies communicate with, listen to and learn from customers, much like TV advertising did in the 20th century.
A marketing strategy involves identifying a target market, establishing actions to reach that target market and continual analysis and adjustments. A social media strategy, on the other hand, educates engages, and excites your customers and builds brand loyalty. Here are four areas of social media that all entrepreneurs should know.

Blogging and content marketing

According to statistics, 78% of customers prefer to get to know a company through articles rather than ads. Content marketing has six times higher conversion rates and has the potential to increase web traffic than other social media tools. Last year, adults spent an average of 3 hours, 35 minutes per day on smartphones. Most of this time lends itself towards content marketing.
To start a content campaign, figure out what your customers might care about and start writing. For example, if you sell medical devices, you should have articles about any health issue surrounding the problem that your product solves. If you sell makeup, you should have how-to articles about makeup application and likely skin care guides. If you own a restaurant, provide information about food trends, dieting, or perhaps event planning.
Also, keep in mind that content marketing generated toward a political or charitable cause is impactful because 73% of all customers want to buy from companies that communicate upstanding moral philosophies.

Address reviews and complaints

About 84 percent of customers trust online reviews. You should ask your customers to review your company. And, more importantly, reply to comments on social media rapidly!
Social media is now the number one place where customers want their complaints handled and they want it fast. No reply or a template reply are bad replies. Someone inside your company should personally address each complaint.

Meet them everywhere

All social media channels should be used based on your specific target market. For example, two hundred sixty million people use LinkedIn each month; 40 percent daily. Use it for business-to-business content marketing!
Since Google bought YouTube, it shows up prominently in searches. Seventy-three percent of Americans use YouTube, the highest percentage of all social media forms. With video, you can engage emotion and excitement better. You can post a how-to and other useful videos.
Twitter can be a low investment place to respond to user comments rapidly.

Use data to learn, analyze and adapt

An advantage of social media usage is the available data. You can use social media metrics to gauge attitudes, preferences, and trends. Available metrics are page views, bounce rates, click paths, conversion rates, and keyword analysis.
Use social media strategically. Make sure you know your target market. Use the tools to communicate in an engaging, informative, and caring way. Content marketing and responding to online reviews are the most important social media tools. Use the available metrics to revise your actions.

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Email marketing automation is a powerful customer retention tool for online retailers. The trouble is, many companies don’t know which automated email campaigns are worth prioritizing and testing.

There’s significant upside to adopting email marketing. It generates the highest return on investment (ROI) out of the most common digital channels, earning businesses an average of $38 for every dollar invested, according to a VentureBeat Insight study. It also cites that “84% of marketers believe email is important or critically important for customer loyalty.”

Email continues to provide a high-leverage way to encourage repeat purchases, making your ecommerce business less dependant on the sometimes unreliable flow of new customers. Email marketing helps you build your brand and get better customers who spend more money with you.

Equally exciting is email’s potential to provide lasting value to your business with just a few starter campaigns. In fact, there are 7 automated email campaigns that nearly every ecommerce business can benefit from implementing.

I’m going to walk you through which email automations you should consider, what you need to know before you start broadcasting, and how to make the most of each email.

Table of Contents

  1. Abandoned cart email series

According to research from the Baymard Institute, as many as 81.4% of online shopping carts are abandoned. That’s a lot of money left on the table from shoppers who were interested enough to add your product to their cart.

Fortunately, there’s good news: While Business Insider estimates online retailers will lose as much as $4 trillion to cart abandonment, it also estimates that savvy ones can recover about 63% of that lost revenue. That’s why it’s crucial to have a cart abandonment strategy, and automated cart abandonment emails that support it.

To maximize effectiveness, take this automated email campaign further than a single reminder email. Consider a sequence of emails, and you can continue to reap the benefits long after you push the campaign live.

How to set up an abandoned cart email series

When you send your abandoned cart emails is important. Though there’s no one-size-fits-all answer, we generally recommend the following as a place to start if you don’t have your own data:

Over time, look at your data to determine if and how you need to adjust. Look at when conversion rates start to drop to determine when you can end the sequence. Don’t be afraid to send four, five, six or more emails, especially if that’s what your metrics are telling you.

Bottom line: If people keep buying from your cart abandonment emails, you should keep sending them.

Email 1: Remind shoppers of what they left behind

Most companies distribute discounts and promo codes immediately after a cart’s abandoned, and savvy shoppers have caught on. Some will abandon just to see if you’ll send a discount. If your go-to strategy is using offers, you’re throwing your margins to the wind. Instead, use the first email as a simple reminder: Tell shoppers that they left something in their cart. Show them a picture of the product if your template allows. Add low-cost benefits, and include a link that takes them directly to checkout.

Email 2: Handle objections

What’s the main reason people aren’t buying your products? Now’s a good time to address those objections head-on, and convince subscribers that your product is worth buying.

If you don’t know what people’s objections are, you’ll want to ask. Add a question to your first email that solicits feedback about why they didn’t complete the purchase. Run it for a month, and you’ll have a baseline of data around why people aren’t converting.

Use those insights to guide how you build out the second email of your cart abandonment series. Maybe you need to emphasize your free shipping or provide additional social proof through reviews and testimonials from happy customers.

Email 3: Offer a discount or incentive

If people haven’t converted after the first email, you’ll want to add extra motivation. Now’s the time to send a discount. Whether it’s a percentage, dollar amount, free gift or other offer, you’ll want to use something that both compels people to action and works well for your margins. Run an A/B test to find out which approach is more effective for your audience.

Remember to include a picture of the product(s) if possible, and an obvious link back to the shopping cart so customers can complete their purchase.

  1. Welcome email series

A welcome email is the first email someone receives when they join your mailing list. You can have a welcome email for customers, but in this case, we’re talking about a welcome email for new subscribers who haven’t converted yet.

According to 2016 data from Omnisend, welcome emails have an average open rate of 45%, versus 18% for promotional emails. Shoppers are actively paying attention to and engaging with these messages, so it’s a great opportunity for businesses.

How to set up a welcome email series

As you’ll see in the examples below, an effective welcome email has several goals:

Welcome new subscribers

Your first email should welcome new subscribers and introduce your brand. Craft a few sentences that begin the story of your brand, how you’re different, what you have in common with shoppers, and why shoppers should be excited.

Give users an incentive to purchase

If you offered subscribers a coupon in exchange for their email address, make sure you set up your email automation to actually send the coupon code in the email. Create an obvious CTA that takes users directly to your website to redeem the coupon. If you offered a PDF or something else in exchange for an email, make sure it’s included in the first one.

Set the right expectations

The idea of setting expectations ties in with welcoming and introducing subscribers to your brand. You want them to look forward to future emails, so tell them what you’ll be sending, and remember to reiterate the value. Will you send helpful content, cool videos, promo codes, or something else? How will your subscribers benefit from this?

Get creative. Don’t be the one-trick online retailer who only sends discount codes. Treat your subscribers like friends, not as bits and bytes in your database.

Connect with subscribers on other channels

You might also want to link to your social media profiles and other channels where you’d like subscribers to connect. Rather than being the sole focus of an email, this could be a component to one or more emails. Including other ways to connect is a great way to get users to engage with your brand on multiple channels, giving you more chances to stay top-of-mind.

Mention your social media profiles, print catalog, brick-and-mortar stores and other mediums towards the end of your emails.

  1. Email nurture series

Automated email campaigns are perfectly suited for lead nurturing. Lead nurturing is when you guide shoppers through each stage of the sales cycle, ultimately driving them to purchase. Here the 3/47/50 rule for the approach to lead nurturing:

It’s a general rule and not a scientific fact, but we find it helpful in outlining the benefits of nurture campaigns for ecommerce.

Most companies focus on the 3 out of 100 visitors who are ready to buy now, and then there’s the roughly half of all shoppers who will never buy no matter what we do. That means most stores are willingly leaving the 47% of potential customers unaddressed because they’re not nurturing subscribers properly. That’s where an email nurture series comes in.

How to set up an email nurture series

Instead of blasting people with promotions every week and focusing mostly on discounts, think about how you can add value outside of an offer. Your subscribers are people. Yes, they may want and need your product, but there’s a lot more that you can help them with. Doing so will help differentiate your brand from competitors, and establish yourself as an authority in your industry.

While you can put products in these emails, don’t make that the focus. Instead, prioritize the content that’s helpful to your subscribers, and doesn’t cannibalize your brand (i.e. don’t promote your competitors). Here are some specific ideas:

Email 1: Educate subscribers

Teach your email list something, either about your product specifically, or something relevant to your product or audience. The concept is to take one idea and see what it leads to.

Email 2: Help subscribers get to know your brand

You use the welcome email as the first introduction to your brand. Your email nurture series is where you can expand on your brand story.

Craft an email or series of emails that tell the story of your brand and why you’re different. Tie your brand to a bigger purpose if you can.

Email 3: Embrace storytelling

Everyone loves a compelling story, so if you can find a notable one from a staff member, customer or even your own life, use it as a topic for a nurture email. Short on ideas for stories?

Ultimately, stories are effective lead nurturing tools because they humanize your brand and make it interesting and relatable for shoppers.

Email 4: Engage based on site behavior

If a user has engaged with live chat, on social media or via some other means that you’re able to collect their email, send a follow-up message related to that initial action.

  1. New customer email series

The email you send to a first-time customer is critical. If you skip this opportunity, you could leave a significant sum of money on the table. You have the chance to start a relationship with shoppers that leads to lifelong loyalty and brand advocacy.

 

How to set up a new customer email series

The first thing to understand about new customers is that they’re in a precarious position. They trust you enough to buy something once, but they’ve probably had bad purchasing experiences before and, subconsciously, they’re afraid you might be another company that fails to deliver. If you do come up short, it’s unlikely they’ll buy from you again.

On the other hand, if you deliver on the customer experience, new buyers are more likely to become repeat customers who support your business for years to come.

Email 1: Welcome email

When to send: Immediately.

Similar to the series for new subscribers, the email for new customers welcomes them into your tribe, performs more brand indoctrination, and explains what’s next. How long will it take for their order to leave the warehouse? When will it arrive? What’s your return policy? This is also a great time to suggest related products, but it should have an obvious link to what they just bought, which will help avoid coming across too pushy.

Email 2: Check-in email

When to send: ~3 days later.

Check in with customers and ask them how everything went. Consumers are used to being ignored by companies during this process, and you can stand out by asking them to get in touch if they need anything.

Make it easy for them to get in touch. Tell customers to replay directly to the email rather than making them submit a contact form or support request.

Email 3: Product arrival

When to send: 2 days after the product should have arrived.

This is a simple email informing customers that their product should have arrived. Ask them if the product did in fact arrive and, more importantly, if it arrived safely. Knowing about potential problems as soon as possible is better than letting a frustrating situation fester. This also shows that you’re proactive in providing support.

Email 4: Product review

When to send: ~4-5 days later.

This is another simple email which you can use to solicit feedback. This helps to drive sales because today’s online shoppers use customer reviews during the purchase process. According to The eMarketer Ecommerce Insights Report, almost a quarter of consumers said they always look at customer reviews, while 40.8% said they use them often. Ask customers to leave a review for your product if they were satisfied with their purchase.

Email 5: Time-sensitive promotion

When to send: ~5 days later.

Create a time-sensitive promotion that relates to customers’ interests. Offer a discount on the same category of items that they bought in the week before. Living Social frequently uses expiring deals in their email automations, emphasizing how little time is left to snag the savings. They could take it a step further by offering personalized recommendations based on users’ browsing behavior.

Email 6: Follow-up promotion

When to send: ~1 day after the time-sensitive promotion.

Follow up on your promotion. Remind them of the time limit, such as if there’s only 24 hours left.

  1. Repeat customer email series

Repeat customers make up almost a quarter of revenue, although they only make up 11% of the customer base, according to a Stitch Labs report about customer loyalty. You’ll have an easier time creating an entire automated email campaign targeted at strengthening relationships with existing customers than trying to attract new ones.

How to set up an email series for repeat customers

Repeat customers should be treated differently than your new customers. They know, like and trust your business, and that trust is founded on previous positive experiences. What repeat customers need is relevant information and products that solve their problems. So with your repeat customers, your job is to focus more on offers related to customer interests and being helpful.

Email 1: Checking-in

When to send: 2 days after the product should have arrived.

This first email, like the check-in email for new customers, should make sure the delivery went well and the product arrived as expected. Depending on the product, this could also be a good time to ask for a review.

Email 2: Personalized recommendations

When to send: 4 days later.

Because these are repeat customers, you know more about their preferences. That makes it easier to send a product offer tailored to them. The best part? You don’t need to discount prices or offer a promo code. Simply curating personalized product recommendations is providing value enough.

Booking.com uses shoppers’ browsing and search history on their platform to offer up related destinations. They highlight the low prices available and the benefits of their customer loyalty program.

  1. Ecommerce email receipts

Email receipts are a virtual goldmine of sales and revenue: Receipts get an average open rate of 70.9%, compared with the ecommerce average of 17.9%, Conversion reports. That means that they’re the perfect place to make an offer and encourage your customers to take other kinds of action.

How to set up ecommerce email receipts

Optimizing your email receipts is relatively straightforward. Take your default email receipts with pertinent information, such as a transaction number, name/photo of the purchased product(s), shipping details, how to contact support, and payment information. Then add the extra stuff, like product recommendations, and links to your social media profiles.

  1. Re-engagement email series

Over time, your subscribers may start to ignore your emails. A re-engagement, or “win-back”, automated email campaign can reignite interest. One Return Path study found that nearly half of users who receive these emails will open and engage with subsequent ones.

How to set up a re-engagement email series

While there are a few ways to run automated email campaigns like this, there are some fundamentals to remember:

 

Email 1: Meaningful discount

If subscribers haven’t responded to our first email sequence, introduce a meaningful discount paired with a compelling message to make a return visit. How big of an offer can you make? It could be a discount, free gift with purchase or even product bundle. Keep your margins in mind, but if there’s a time to offer a steeper discount than usual, that time is now.

You want to use something that’s going to push customers to your site to buy. Be willing to lose money on this sale; once customers are reengaged, they’ll spend more money with you in the future.

Email 2: Removal from list

Kindly inform subscribers that they’ll be deleted if they don’t respond or make a purchase. Give them a specific date or period of time to take action so they don’t put it off for later. This is a good place to remind customers about the offer you made in the last email.

Email 3: Unsubscribe

If they haven’t responded, follow through with your word and unsubscribe users. You’ll also want to let them know that they’ve been unsubscribed, in case they missed the first email or didn’t have a chance to respond. Include a link where they can easily resubscribe to your email list or adjust their email preferences. This is also a good time to give a final reminder of your offer.

Email marketing automation best practices

Mind your “from” name and email

Choose an effective subject line

Use the preheader text

Keep it focused

Remember mobile

 

Mind your “from” name and email

The name in the “from” field of the email is what shows up in inboxes. Here, you want to use something that’s familiar to subscribers. In many cases, you’ll want to use your brand or company name, like following here:

If your brand has a strong personal element, like Martha Stewart or Oprah, use someone’s actual name.

As far as your actual email address, make yourself accessible. Avoid the standard “noreply@yourcompany.com” email address. If people want to email you, whether to ask a question, give feedback, or something else, they should be able to. Use something like “hello@yourcompany.com”, “support@yourcompany.com” or “shop@yourcompany.com”.

 

Choose an effective subject line

The subject line is the first impression and will ultimately determine whether your emails are opened or not. Brainstorm several subject lines for every email you send and test two to three subject lines for every email. Over time, you’ll see what works and what doesn’t, and you can apply those learnings to increase the effectiveness of your email automation campaigns. Here are some best practices:

Use the preheader text

After the from name and subject line, recipients see the preheader text. Often, this is the first line of the email or the standard “View email in browser”, but you actually have the ability to customize it.

Keep it focused

Once someone’s opened your email, you’ve won half the battle. Now you want to encourage click-through. Make the next course of action as simple as possible, giving them one main offer. If you have multiple offers, make it clear which one is the priority.

 

Remember mobile

More than half of people open email on smartphones, so it’s important to optimize your emails for mobile devices. Many email service providers automatically do this, but it’s important to test across devices to maintain a positive and consistent experience.

Create your automated email campaigns

Now that we’ve covered seven automated email campaigns you can try, as well as some best practices, make your way through this list to set up your sequences. Once they’re up and running, collect the data and analyze it to see how you can further improve your campaigns for ongoing results.

Remember, the sooner you start, the better. Every day through these campaigns you could be generating more sales effortlessly.

 

 

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How many of the emails that come into your inbox do you actually engage with?

Thus begins the challenge for senders of email newsletters. How do you get your email recipients to stay engaged once they start receiving your emails?
No matter the success with which you were able to master how to build an email list, your brand’s journey to a successful email list has only just begun. With a large list of subscribers, it’s time to make sure your email recipients remain engaged and interested in your brand’s messaging.

 

Email newsletter strategies that will keep your subscribers engaged

We asked some top email marketing professionals for strategies they suggest to keep your email list engaged. Here’s what they said:

 

1. Start with an efficient welcome campaign

“Keep them engaged from the start. Use an efficient welcome campaign to achieve your goals while your brand is still top of mind. Customizing the welcome campaign as much as possible and use it to direct them to your best sellers.
“A welcome campaign can be essential to tell people how often you will be contacting them and they type of content they should expect to see. If you are using a preference center, let subscribers choose the frequency at which they will receive emails.

 

2. Ask your email list for feedback

“One of the best ways to keep your list super engaged is to ask it for feedback. By including your subscribers in the making of your brand, company or product, you're inviting them to cooperate with you, which supports engagement and loyalty.”

 

3. Interact with your list

“Make it interactive and participating your list, through sharing content or quotes on social media, regarding your brand, which they can share.”

 

4. Try a resend campaign

“One of the most effective strategies I use to keep my email list engaged is a resend campaign. A resend campaign is when you send the same email (typically within 24 hours) to the subscribers that didn't open your newsletter the first time around. In a recent example, implementing this strategy my open rate increased by 37%.”

 

5. Don’t overcomplicate your ask

“Keep it simple. Add one thing you want your user to read and one connected course-of-action you want your user to do in response to your email.”

 

6. Gamify the campaign

“One highly effective email newsletter strategy we’ve used for the users engaged is ‘gamification’. One of the more effective examples include “click to get your discount’ features characterized by simple animated effects.
“Gamification is an extraordinary marketing strategy, not used so much yet in my opinion. Adding gamification elements to your email newsletter can really increase engagement to your users more than you think.”

 

7. Craft your language specifically for your target audience

“Send emails from a person, not a company. When deciding to open an email, customers check to see if they know the person sending the message. An email that appears to be coming from an actual individual is more personal and much more likely to get opened.
“Millennials expect you to speak to them personally with formal structure and to provide concise, useful information. They are also used for example emojis and hashtags. Keep the content short and crisp. Millennials used social media to share the contents, so ensure the email requires minimal scrolling.”

 

8. Take a personal approach

“Use your personal name as a sender. Don’t use something like ‘Company Newsletter’ or ‘Company Name.’ Instead, use a first and last name. I have A/B tested this various times and found personal names to be much more effective.”

 

9. Use an abandoned cart email

“When you publish email campaigns in eCommerce, re-targeting is required to compete. One strategy that we use is abandoned cart emails, but we also use what we call 'gratification' emails. We use them when a customer looks at an item, then leaves a site.”
“When this happens with fashion eCommerce brands, we send them an email something like: ‘We love your style. Contact us if you’d like more information’.”

 

10. Focus more on establishing a relationship than selling a product

“No selling. We can promote an ebook or webinar, but not a product. When you keep your newsletter content valuable based on ‘will my reader want this?’ the users choose to keep engaged.”

 

11. Analyze and segment your email list

“One of the best strategies you can adopt to increase your email engagement is the customization of your emails. You'll have much more success in building a highly-engaged email list when you include relevant, personalized content.
“To do this, you first have to analyze and segment your list. Once you have created segments based on the differences in your audience’s interests or behaviors, you can send your subscribers more interesting content to read.
“I recently helped a large company's marketing team improve the open and click rates of their weekly newsletter by customizing their content based on the subscribers' location. They only received event tips relevant to their area, and not to all the city.
“It's a simple adjustment, but the impact was great! Their open rates went from an average 18% to 36% and click-to-open rates increased by over 70%.”

 

Next steps for your campaign

There is no specific solution for keeping your email list engaged, however with these tips from email newsletter marketing professionals, you have a range of strategies you can adopt for your campaign.
Whether it be written feedback or survey scores submitted by your recipients or open rates and click-through rates, keep the response to different campaign strategies front-of-mind as you look for the most effective ways to keep your subscribers engaged.

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The advantages of content marketing

Definition

What do you mean with the term “Content Marketing”?

With the term Content Marketing we refer to Marketing with valuable contents, with the main target to generate interest, to involve, and to acquire potential customers.

The categories about contents could be various (blog post, e-book, infographics, documents with slides, surveys, field researches, etc), but their goal is to involve users to carry out an action, in order to guarantee profit to your company through a product purchase or a newsletter subscription.        

The Content Marketing represents a planning and publication strategy about information, that are able to generate confidence and reputation regarding your brand.

We can define it as a great inbound marketing tool, efficient to attract new sales and to avoid invasives sale techniques and without any results.

Develop a Content Marketing strategy. Why?

We know very well that everyday you receive thousand of messages and calls about purchase proposals, regarding products or services.
Consequently, if you want to involve someone to join your business, you have to deal with an hight initial reticence.
It is right now that the content marketing becomes involved. A content marketing campaign, if is realized in the right way, enhances your brand and becomes essential to interact with your potential customers naturally.

The efficacy of content marketing is underlined especially by a content communication transparency, with the target to create an audience and an interactive community.
The content marketing interacts with buyer personas, has clear targets and call to action and is planned to be as effective as possible.

The advantages of Content Marketing

The content marketing, through a creation of valuable contents, allows you to attract potential customers and to achieve three main advantages:

Are you selling something if nobody knows you?

If you create contents following an optimized editorial plan with specific keyword, the users will find more easily and you will have more awareness of your audience to your business.

Progressively to your brand awareness, you have to make sure that you generate a preference.

You can create a preference through efficients marketing campaigns, and the valuable contents publication. In this way, the interested users consider you a point of reference, a respected source, identified as trainer and representative.

So, we purchase something from who we know better. And once again, it results essential developing usefuls contents, that users want to share.

A content marketing, is a natural conversation between a vendor and a potential customer, that is focused on buyer profits and that nurtures them .

Contrary to advertising marketing, a content marketing strategy takes more time to guarantee conversions, because, you need to create many valuable contents to create more awareness.

However, once you achieve the results required, the conversions will always increase, counting on a large number that will increase in proportion to your efforts.

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The relevance of Digital Analysis: the use of data-driven approach

The Digital Analysis is the analysis of qualitative and quantitative data of your company and the competitor, with the goal to obtain an improvement of the users online experience, to lead them towards the required results. For this reason, is essential for the Digital Marketing to realize the “customer-centric” strategies.

In this process the analysis results to be an integral part and the data interpretation is essential to communicate with the customers and to understand their needs. Anytime a customer can start his purchase path.

During the years we attended a continue evolution of Internet, and it wonder if we are taking advantage about these continues changes. The companies not only need a website, but also a corporate blog with social media profiles as Facebook, Twitter and Instagram.

To have a correct management of these pages, you need to have planning, purposes and suitables report.

The companies have to analyze the qualitative and quantitative data, to evaluate the results and to obtain a continuous improvement process. However, the web is a connection for the customers, so the data knowledge is essential to achieve success.

Which data are often overvalued?

Often in some cases we concentrate on insignificant data from the point of view of marketing decisions. The overvalued data are often:

Website traffic

The website traffic not developed is insignificant. What would be more appropriate to do if it should increase of decrease? First of all you need to identify and locate the traffic source:

Organic and paid ads, social media, etc.

If the sources are individually followed, you can understand the general trends. It could turn out important or not, to compare the time periods with the same time frame of the previous year.

For example, if you compare the last trimester with the same of the previous year, you can certify the real trends especially if you use new marketing tools.

Bounce rate

Once the bounce rate into the website should be about 40%. This “metric” is insignificant, because, different pages, are characterized by different bounce rates. In the case of, your homepage should have a bounce rate of 50%, what could you do? Is negative or positive?

The same question is for the blog post, with a bounce rate of 90%.

Usually, the users are interested to read the post and to go back without doing other actions, so the bounce rate could be high.

It is sure that, if the destination page generates a bounce rate of 90%, you should worry about it.

Which data you need to track?

Targets

If you create a campaign, how many users can convert into Leads or even into customers?

This is possible through LeadBI platform, using the available campaigns.

The same process is represented by a Form, for example a free download since to a “thank you page”, in which you can convert the users and change them into potential customers.

Canalizations

Once you decide the goals, you need to activate the canalization, and set a path that the users have to follow, to achieve the goal with the web address, such for example visiting the home page; to sign up the form; to download an ebook and to achieve on “a thank you page”.

Through the canalization, you can verify the number of users that followed every step of the path, and about the users that have not completed the steps. If all the users are stuck on the second step, it could be an error: the form doesn’t work in a correct way, is too long or the users don’t understand it. You need to carry out a test and to view the feedback achieved, to solve the potential problems and finally to check again if there is an improvement about a conversion rate.

Among the various aspects connected to digital analysis, some of them can reveal essential.

The conversions, as opposed to the traffic and the rate, turn out to be significant, such as the conversion from anonymous visitor to Lead.

Therefore, we can deduce that the real challenge is not obtain the data to analyze, but to know how to do it in a more efficient way to the business goals.

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You think you didn't read it right? Well, yes you are! In just 4 ways you can improve your B2B conversions with inbound marketing!

Before we even start, how many leads do you have from your inbound marketing per month? 20, 40, 60, 200? If you carefully follow all 4 ways, you can at least have twice like that!

A lot of people underestimate inbound marketing. But the truth is - it is one of the most effective ways to engage with your potential customers, capture them, and convert into loyal customers.

This article is a result of a testing long several months. What we have managed to do at the end, is to create a killer formula for improving your inbound marketing.

Shall we begin?

Why should you use Inbound marketing?

Inbound marketing is one of the most efficient ways of lead generation. With Inbound marketing, you will easily lead your website visitors through the funnel.

By the HubSpot's statistics, B2B companies who are writing blog and content, generate 67% more leads than those who don't.

 

Inbound marketing will not just increase your lead generation, it will also:

In this article, we will see how can you do that!

Improve your visitor experience

Easier said than done? Improving visitor experience sounds like a hard thing to do, but the truth is - it isn't.

Mostly, business owners just want to tell as much as they can about their company. The sad thing is that, even if we are stepping in the second decade of the 21st century, a lot of websites are still like online brochures.

If your website is like that, then you should probably change some things, very fast! And no, I'm not talking here about some funny and expensive widgets, pop us and cutting-edge designs. I'm talking about the stories you will tell and visions which will inspire your website visitors.

Let's see a few ways to improve your website experience. Hell yea!

1. Create an empathic and emotional connection

Your website visitors don't want to hear about your business. They even don't care why are you so successful. The biggest reason why are they coming to you is that they want to satisfy their needs.

They want some solution to their problem. Very fast. It doesn't matter if they need a fast 15-minute lunch recipe or new automatic SMS campaigns.

Give them a solution to their problems.

2. Tell stories

Stories are a new generation of marketing. People are associating themselves with stories. They are creating empathic relations with your website visitors.

Explain them your visions and missions. Make them feel amazing.

Stories will improve your website visitors experience. You can think in this way:

If you can ask your website visitors, what's their opinion about your website in just one word, what word would you like hear?

 

3. Create a great website visitor journey

You must be predictive here. Mapping well your website visitor journey is essential. Design of your website is not only about the look, but it's also about helping them to achieve their goals easily.

You can use this little template for making your website visitor journey better:

Use this template for all of your pages, and carefully map your visitor journey, and how they can/should switch the pages (You are probably imagining yourself like a Sherlock Holmes when he's connecting the dots to find the murderer, right?)

Write extraordinary content

The primary mission of content is to raise brand reputation and to create a good relationship and trust factor with your website visitors.

The first thing you should do before you even start writing a content is to do a big research on your ideal customer buyer persona.

Find out what are the most important topics for them. What problems do they have, and what solutions do they need?

But, there is always an alternative if you don't know what are your customers biggest needs.

If you don't know, someone does! And that someone is actually your competition.

Monitor their websites and social media every day. See what content are they publishing, and make similar content which answers on your website visitors' questions.

Competitors App allows you to monitor all your competitors everywhere on the internet. The most interest things are that you can monitor their social media and blog. It will save you a lot of time, and you will get some useful ideas about your next topics.

Increase your returning rate

Higher the returning rate will not just show you a bigger amount of website visitors, but it will improve your SEO too!

To build better returning rate, you will need to create better and engaging content (like I have told above). But that's not just the only thing you should do. Here are the other tricks which will help you to increase trust, make the better relationship and create better return rates.

1. Create a Lead Magnet

Lead Magnet is one of the most important things every serious website and company must have. Lead magnets can be anything - from spreadsheets, infographics and extended trials to the ebooks, playbooks and workbooks.

Probably you will need to invest a lot of time in this, but believe me, it's worth it!

2. Create a massive newsletter list

Offer them your lead magnet for free if they give you their email address. You can use pop-ups or specially designed landing pages.

Here is my favourite trick to increase your newsletter subscriptions:

Aske them a question, and offer them to answer with yes or no.
If they answer yes, great! You will send them your lead magnet to their inbox, and you will have their email!

If they say no, then offer them another lead magnet!

Look at the example below:

Use your newsletter for reminding them, before all, about your valuable content and later about services, discounts, etc.

Send your newsletter 1 - 2 times per week. It's enough. Don't be too spammy. 🙂

3. Send them notifications

This is almost the same as newsletters. The only difference is that in newsletters, maybe they will not open your email. When we speak about notifications, they will see it for sure!

Your recipient will see your notification when he goes to the browser.

You can use Subscribers tool for this. It's totally free and built by Neil Patel. Amazing, isn't it? 🙂

A/B test everything

The biggest reason why some companies have huge success is that they know how to do marketing. Best marketers are people who are testing everything.

Use A/B testing methodology for your landing pages, and see what's improving better.

For example:

Test two different landing page. In one, put your CTA button just at the end of your page. In another one, use it several times.

Or,

Test different designs and looks of your Call-to-actions buttons.

...and finally, check on your competition

Competitors App allows you to monitor all your competitors everywhere on the internet. The most interest things are that you can monitor their social media and blog. It will save you a lot of time, and you will get some useful ideas about your next topics.
You can check it here: https://competitors.app/

 

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