Category Archives: Internet

A Sales Professional’s Guide to Successful Events

Not long ago, 2018 has begun. For sales teams, this can mean only one thing – it’s time to start the industry conference season. I hope you’re excited as much as we are!

As a psychology student back in the day, and now as a sales executive at GetResponse, I’ve had a chance to attend many events. I would love to share a few tips and tricks that worked for me and can help you boost your lead generation efforts.

So if you read on, you’ll learn how to prepare for a tradeshow. You’ll also learn how to apply psychology in onsite conversations to get the best results. Finally, I’ll tell you about my strategy for following up with leads and making sure that I don’t miss out on any opportunity.

 

How to prepare

The first thing you want to do is ask your marketing team to prepare a list of guests that are going to participate in the event. Identify those who fit your ideal customer profile. If the event organizer doesn’t share lists, you have two options: you can use a dedicated networking application prior to the event (if available) or review the list of exhibitors (this one will be available for sure! 🙂 )

Once you identify the list of potential customers, don’t waste a minute waiting for the event. Connect with them on social media. You can start the conversation with a very general, open-ended question: “It looks like we’re going to meet at…. I was wondering, why did your team decide to take part in this show?” Alternatively, you can ask them if they will be looking for partners to help them solve some specific problems (and hopefully, you can be their savior.)

Most of the time, you’ll find people that will need your product or service to face their current business challenge. Make sure to book a meeting with them. Everyone’s going to be busy, so you can have lunch together or grab a coffee.

If you follow this strategy, you’ll save yourself a lot of time and avoid being perceived as the annoying person who chats up every passerby.

 

What to do at the event

I know you might have been already following these tips on a subconscious level, but it’s always worth pointing it out and keeping the basics in mind.

 

Be punctual.

Yes, I’ve seen too many reps get there too late. The first hours are quiet, that’s right. Still, a lot of CEOs or Directors (who usually are the decision makers) have busy schedules, so they come in the mornings when it’s not that crowded yet. They can look around and then get back to their duties. You don’t want to miss them.

 

“A smile is the universal welcome.”

When that CEO approaches you, make sure to smile. When people see a happy face, it activates their mirror neurons, which makes them share the feeling (L. Winerman, ‘The mind’s mirror’). What’s more, if someone is exposed to a positive stimulus (like a smile that triggers a positive emotion) and to an image (like a logo or your face) at the same time, their brain automatically builds an unconscious connection between the two (J. De Houwer, S. Thomas & F. Baeyens, ‘Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning’). This phenomenon is called evaluative conditioning. When you smile, you’re doing a favor to your company and yourself.

 

Be aware of your body language.

Make sure to keep it open and positive. A good tip is to stand next to the other person (shoulder to shoulder) and – if possible – look in the same direction. Evolutionary psychology tells us that if we stand in front of someone we just met, they can feel uncomfortable or even threatened. Have you ever felt this way? You can reduce this negative effect and make your conversations more natural by just grabbing a product brochure and show images to illustrate what you’re talking about. This way, even if you make eye contact from time to time, it will seem more natural than just staring at each other throughout the whole conversation.

 

Sales event body language

Ask simple questions.

Ok, so you’re on time, with your happy face on, and starting your first conversation.

First of all, you want to find out if investing your time in a business relationship with this person is worth it. Verify, ask questions. If they ask you what you do, be brief and clear. Ask if that’s something they’re looking for. If it is, then immediately follow up with why and what kind of problem they need to solve. If it’s not, ask “so, what are you looking for?” With this tactic, you’ll find much more leads and won’t waste an additional hour explaining what you do to someone who’s not going to become your customer.

 

Respect your time while offering help.

If you find a person looking for a product like yours, make sure to learn “why”. What kind of issues are they trying to solve? Then, show them how your product can address it and, if possible, share some testimonials. That’s it. Don’t do a demo, unless someone asks for it. Build value based on their main problem. You’ll tell them about the product later. Respect your time and make sure to make the most of it.

Finally, make notes. If you follow the tips above, I guarantee you’ll meet a lot of people who will be a great fit for your business. Don’t lose the information you collected. It will help you build stronger relationships with your future clients.

 

How to follow up after

Timing is important. During your conversations at the event tell people when you’re going to follow up with them. This first email – if you send it on time – is a great opportunity for you to build trust. Building trust is nothing more than simply delivering on promises (E. Schniter, R. M. Sheremeta & D. Sznycer, ‘Building and rebuilding trust with promises and apologies’). You can easily start off on the right foot.

Also, use your notes for that first email or call. Impress your prospect by mentioning something unique about them. This will show you really care and listened to what they said.

 

Sales event follow up message

 

The last piece of advice relates to delivering demos. I hope you managed to book plenty of them. If that’s the case, consider doing a webinar. This will help you scale your conversations and show off the interest that you gained. Why? According to Cialdini (‘Influence: The psychology of persuasion.’, 2007), if someone sees people like them perform an action (for example, buy your product), the chances they will do it too increase by 33%!

 

Summing up

There’s no foolproof scheme that will guarantee a success every time. But, if you follow these rules, the road to becoming a sales events expert is much easier and less stressful. Remember that every step is equally important. Put effort into the preparation, be aware of the subconscious messages you’re sending at the conference or trade show, and follow up, as promised. Build an audience that will help you sell.

If you have some more insightful tips, feel free to share! We would love to learn from you  :-)!

 

While we’re at it, be sure to check our upcoming online marketing bootcamp. Perhaps we’ll see you there!

 

Online Marketing Bootcamp

 

A sales professional's guide to successful events

The post A Sales Professional’s Guide to Successful Events appeared first on GetResponse Blog – Online Marketing Tips.

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CRO With Live Chat and Chatbots – 9 Optimization Tips

People increasingly expect brands to be available 24/7, and to provide a personalized experience for them. Live chat and chatbots help your brand do both of those things.

Chat also helps customers research your product or service, find useful information, and make purchases. You know what else live chat and chatbots do? Improve your conversion rates.

 

Why live chat and chatbots work for conversion rate optimization

Intuitively, it makes sense that chat boosts conversion rates.

Chat saves visitors’ time so they can convert quickly and easily. No longer do they have to waste minutes searching through your website for a specific product or an answer to their question. Your chat agent gets them what they need instantly.

But there may be another reason why chat proves so effective. It’s personal. Back in the day, all sales took place over the phone or in person – with a real human. With the rise of the internet, a website jammed its way in between those sales reps and your customers, increasing friction and making things impersonal.

This is why people love using chat. Almost half of the consumers would rather message a brand instead of emailing them, and more than half of WeChat’s nearly one billion users have linked their credit cards to the app. When it comes to branded chatbots and live chat, consumers are welcoming them with open arms.

 

9 CRO tips using live chat and chatbots

With effective live chat, the conversion rate can increase significantly, regardless of how optimized your site is. This theory helps explain why most non-optimized websites are lucky if they have conversion rates above 2%. But as long as your chat works, it doesn’t matter if your search button isn’t mobile-optimized or you have a broken page – customers can get what they need.

If your website is converting at 5% or higher, live chat can interfere with conversions and distract visitors into chatting instead of buying. But unless you’re a part of that elite group, live chat and chatbots can work wonders for your brand.

Here are nine tips for optimizing your conversion rate using chatbots and live chat.

 

1. Automate your chat greetings.

Live chat greetings are the ecommerce equivalent of the friendly hello from an in-store salesperson. Except that customers don’t find them annoying. They’re less intrusive and pushy, literally unable to breathe down your back, yet impressive in their capabilities. Customers find them a delight. In fact, customers who are invited to chat are over 6 times likelier to convert than those who aren’t.

Timing the pop up of your chat window will depend on some testing, but anywhere between 30 seconds to a few minutes will probably work. Pop it in the lower right-hand corner, large enough so it’s noticeable for those who need help, but out of the way enough so the users who don’t want to chat can easily close it out.

 

2. Personalize your chat greetings.

Don’t stop at automating your chat greeting. Personalize it! Most chat providers allow you to customize the greeting depending on the referring website, user IP, or the PPC ad they clicked on, among other things. Depending on how fancy you want to get (and how much you want to convert), try some of these ideas for the initial message:

  • Mention your current sale: “Hi there! 30% off all shirts – any designs you like?”
  • Match your message to the ad copy they saw in the PPC ad advertising shirts for men: “Hi there! Check out our favorite shirt selections for men.”
  • Target your message to the page they’re currently browsing: “We love this shirt, too! Need help picking a color?”

You can also make the chatbot itself feel more personal by giving it a name. If you’re using live chat, use the agent’s first name and a friendly headshot.

Just as with all of your content, the voice of your chatbot should use the same language as your customers. For example, HarperCollins’s teen-focused Epic Reads chatbot recommends young adult fiction to their Gen Z audience, using emojis and GIFs. The chatbot did so well that they released an all-ages version less than a year later.

 

Personalize Chat Greetings for CRO

EpicReads’ successful chatbot

 

3. Make it easy to use.

For your chatbot to work, it’s absolutely critical that it be easy and intuitive to use. Introduce any friction, and your customer may be even less likely to convert than they were before. They’ll lose trust in your company’s tech and extrapolate from there (What does that mean for the security of my credit card information? Will my order arrive? and so on).

Don’t reinvent the wheel. Use chat software that mimics the way other common chat programs work, like Facebook Messenger, iMessage, and Google Hangouts. Most chat software has been developed on years of testing and user feedback. Trust in it and adapt it to your brand by only tweaking the colors and fonts.

Make your chat even easier to use by giving customers alternatives to typing. Offer quizzes so customers can simply tap a button to be presented with content relevant to them, like American Eagle did with their Aerie bra-style helper.

 

Easy to Use Chatbot for CRO

 

4. Be where the people are.

Want to reach more people? Don’t force them to visit your website (shh, don’t tell your SEO team). It sounds counterintuitive, but CRO is all about minimizing friction, and sometimes that friction takes place when you’re dragging the person away from where they are and towards your website. This is why Facebook Messenger bots are becoming so popular.

Even though people are developing app fatigue and concentrating their time on a small group of apps, over one billion people still log into Facebook every day. Facebook Messenger reached over 100,000 bots within its first year.

Create a Facebook Messenger bot for your app. Customers can ask questions, purchase items, and book reservations all from within Facebook. This strategy works for plenty of companies, including Uber, Sephora, and 1-800-Flowers. 1-800-Flowers, in particular, attributed 70% of their chatbot sales from new customers.

Be Where People AreBe Where People AreBe Where People Are

 

5. Provide faster and thorough customer service.

Grease the runway to conversion by resolving customer service questions faster than ever. No longer do people have to browse your FAQ, use your search function, or read a blog post. They can simply ask your chatbot questions, saving them time and speeding up their purchase process.

Kayak’s chatbot helps people scout out potential travel destinations and plan their entire trip. They can find things to do, book planes and hotels, and receive flight reminders from the app. This full-service chatbot is like a travel agent in your pocket. Instead of using Kayak for just the booking part of their trip, the chatbot checks in at multiple touch points. This positive experience builds loyalty and makes customers likely to return to Kayak the next time they plan a vacation.

 

Customer Service Chat

Customer Service Chat

 

6. Gather user feedback.

Got a landing page that just isn’t converting? How about a product with a high cart abandonment rate? Chat can help you figure out the problem.

When people move their cursor to leave your shopping cart, try temporarily opening up a chat window instead of hitting them with a special please-don’t-go offer.  Ask them why they’re leaving. Make it simple with a quick poll and give them your offer at the end in case they change their mind.

You can also test out assumptions on new landing pages using mini polls in chat windows. Or, invite customers to live chat for a special discount code in return for their feedback. Once you’re done, you can even ask customers to rate their satisfaction with the chat experience itself.

 

7. Quickly sort leads.

Many B2B sales require a lot of upfront information. Live chat can speed up this process. Through a short interview, a chatbot or a live chat agent can discern a person’s stage in the funnel and react accordingly:

  • If a person is just browsing, the chatbot can invite them to download a whitepaper or sign up for your email list.
  • For those who are a bit more interested, the chatbot can ask a few firmographic questions, such as the size of their company and the vertical, and then offer to email them a case study specific to their needs.
  • For hot leads or anyone with a more complicated question, the chatbot can connect them straight to a salesperson or a live chat agent.

 

8. Increase shopping cart totals.

You know those “People Also Love” related items galleries languishing at the bottom of your product page? Give them new life with a chatbot.

Whenever a person adds an item to their shopping cart, your chatbot can pop up and suggest similar items people usually purchase.

eBay’s Facebook Messenger Shopbot helps people find and buy items they’re looking for. The more the person uses the bot, the smarter it becomes, tailoring suggestions to the user and prompting them with recommended items.

Shopping Cart Chat

 

9. Test, test, and test again.

When you perform CRO activities on your website you test everything, right? Do the same with your chat experience.

  • Experiment with different opening greetings, responses, and CTAs on your buttons. You might be surprised to see how a simple word choice changes your conversion rate.
  • Your goals with chat copy will be different than the ones on your website. While it should still match your brand voice, your chatbot should be friendlier, more casual, and more real.
  • The principles of urgency still apply, so use that to your advantage. “There are only 2 items left! Want me to grab one for you before we run out?”

 

Conclusion

Above all, remember that for a chat to work, it has to be available. Make it accessible 24/7 or turn on chatbots during the hours when your Live Chat support reps aren’t around. Answer quickly, within 15 seconds or less.

When done right, live chat and chatbots make life easier for your customers. Impress them with a fun and helpful chat experience, and they’ll reward you with conversions.

 

CRO with Live Chat and Chatbots

The post CRO With Live Chat and Chatbots – 9 Optimization Tips appeared first on GetResponse Blog – Online Marketing Tips.

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[Use Cases] The GetResponse CRM: What’s New and What’s Next

The missing piece of the marketing puzzle is here! We’ve just launched our CRM (customer relationship management) tool to give you greater insight and control – and more time for fun stuff.

We wanted to create a CRM with the look, feel, and functionalities you want and need most. That’s why we made an easy to use version, and kept collecting your feedback.

And thanks to you, our CRM is now even more powerful. We’ve armed it with automatic deal conversion and a calendar.

Here’s how it’s going to work:

 

Update #1: Automatic deal conversion

All your lists that feed contacts to the CRM will now automatically convert them into deals at the stage you choose. Here’s an example of how it works:

Sajade is a wellness studio that already uses GetResponse. It decides to run a regular promo offering customers a free diet and fitness plan. To pinpoint prospects that might be interested, Sajade adds a signup form to a GetResponse landing page. When a prospect signs up, they’re put into a specific list: free_intake

Before, Sajade’s marketing manager had to manually monitor subscriptions and convert contacts in the CRM pipeline. Now she can simply enable automatic conversion, and all the contacts from the free_intake list will land in the right stage in the pipeline:

 

Convert contacts into deals

 

She clicks “next” and sets up the pipeline stage, adding extra information to create a deal profile:

 

Create deal profile

 

Here’s how Sajade’s pipeline looks once the automatic deal conversion is enabled:

 

Pipeline- automatic deal conversion

 

Sajade is now in full control, and can smoothly convert contacts into deals. And its manager Sandra can spend more time booking appointments and setting up tailored health plans. If she needs to stop the process at any time, she can simply click the contact icon under the stage name, and slide the status bar to the left.

Automatic conversion

Update #2: How to use the CRM Calendar

Planning and scheduling is important when it comes to business events. A well-conceived plan goes a long way in bringing positive results, while properly scheduled events can complement your planning. Entrepreneurs attend events for various reasons and also hold events of different types, like in-house seminars, networking events, dinner or lunch meetings, charity functions and fundraisers, webinars and customer training sessions, board meetings and monthly team meetings, product launch parties to create buzz, press conferences, trade shows, etc.

Having to keep track of all these in your notepad is definitely not a solution. Calendars are the right choice, showing you the list of events by day, week, and month. Marking your events and calls in a calendar helps you track upcoming events and scheduled calls. Most importantly, it gives you an idea of what’s lined up for the day and what your week is going to look like.

 

CRM Calendar

 

But how does that correspond with your business? Sandra, the owner of Sajade, has a very busy schedule: she’s the owner, the marketer, the sales manager, and the planner. She’s wearing every possible marketing hat you can while running a business.

The busier Sandra gets, the more important it is to stay organized. She’s excited about the new CRM calendar tool, because it helps her track and manage marketing tasks around her new customers. Every day Sandra gets to work, she checks her email, and logs in to her GetResponse account.

She’s ready to start the day with her marketing activities. As Sandra clicks on the task, she can see exactly what she needs to do in connection with a given prospect.

 

 

CRM Calendar Task

 

 

She also uses the CRM calendar as her daily productivity tool. Sandra uses her own pipeline to keep track on her operational tasks, like paying the bills and setting up maintenance tasks.

 

CRM Calendar- a productivity tool

 

While in the operations overview, Sandra sees what urgent tasks she can’t miss for the day. In the “all pipelines” view, she knows exactly what’s lined up till the end of the day.

 

All pipelines view

 

As you can see, CRM armed with the Calendar becomes not only a sales tracker, but also a very handy productivity tool, much needed by those of us who see themselves not only as marketers, but also as jacks of all trades.

 

Update #3 coming soon: Integration with marketing automation

I can’t wait for this one! We’re going fast in 2018, with a goal to fully integrate the CRM with marketing automation. It’s going to help you reach a higher level of segmentation.

We’ll post updates on the Platform Blog, so keep an eye on that or sign up for our newsletter to stay informed.

 

Over to you

Are you eager to learn more about these new functionalities within our CRM feature? Join the CRM Course for Small Business – it’s packed with practical tips, use cases, and it’s free!

Already a CRM pro? Take a look and let us know what you think of the new CRM features. Is there anything else you need to make it the ultimate CRM for your business? Comment below or log in to the CRM and use the Feedback Widget in your account.

 

The GetResponse CRM: What's New and What's Next

The post [Use Cases] The GetResponse CRM: What’s New and What’s Next appeared first on GetResponse Blog – Online Marketing Tips.

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How to Track Your Affiliate Marketing Campaign

If you want to get the most out of your affiliate marketing campaign, track it. You can hardly grow your business without monitoring your affiliate efforts and evaluating the outcomes, so you can know what you’re doing right and wrong. Let’s see which metrics to examine and which to avoid when launching an affiliate marketing campaign.

Actionable metrics

High-growth companies monitor 33% more metrics than other companies in order to evaluate their marketing effectiveness. No-growth companies lean toward examining mere baseline metrics, such as the number of new clients acquired. These numbers might make companies feel good, but they don’t show the real picture.

For instance, let’s say that 30,000 new users have visited your website this month. That sounds great. But it’s more important to know why they did so, what actions encouraged them to view your products, and how you should respond. It’s quite important to understand which metrics show you a realistic picture.

To help you, I’ve gathered the most valuable metrics and split them into two main groups: quantitative and qualitative. We’ll start with the quantitative.

 

How to estimate the performance of your affiliate marketing

The best way to measure your affiliate marketing performance is to apply quantitative metrics. Quantitative metrics cover all aspects of online marketing that you can represent numerically. Among the most common metrics are:

 

  • cost per lead (CPL),
  • incremental revenue,
  • click-through rate (CTR),
  • conversion rate,
  • return on investment (ROI),
  • reversed sales rate,
  • percentage of fraudulent orders.

 

Cost per lead

When measuring cost per lead, you need to measure each lead generation channel used in your marketing strategy. Just divide the average monthly expenses on a given campaign by the number of affiliate leads you acquired during this campaign. Suppose you spent $600 on a pay-per-sale campaign and converted 15 people into leads. In this case, your CPL would be $40.

Once you’ve got the numbers, you can compare them with previous campaigns and evaluate the efficiency of your current affiliate program. In the chart below, you can see the average CPL for various industries.

Cost per lead per industry

[Image source: SurveyAnyplace]

 

Incremental revenue

Although affiliate campaigns increase revenue, they can be quite expensive. So, you’d better prove their worth by measuring incremental revenue.

Incremental revenue is revenue from transactions completed thanks to the efforts of a particular affiliate without any paid media, marketing channels (SEM, email, organic traffic), or other affiliate involvement. In other words, incremental revenue is the income generated from unique sales independently provided by an affiliate.

To calculate incremental revenue, first add the total revenue (base revenue) for some period (e.g. a quarter or a year). Then measure your revenue after introducing the affiliate campaign and deduct the base revenue from it.

Imagine you’re running a T-shirt shop and your base revenue is $27,000 per year. You’ve adopted an affiliate program from YourWinningAffiliate. After doing so, you bring in $32,000 over the next period. This means your incremental revenue is $5,000.

An affiliate hardly ever provides 100 percent of incremental sales. The key here is to determine what percentage of sales are incremental and whether that’s enough for your business.

 

Click-through rate

CTR measures the number of users who click on an ad or on a link to your site from a third-party and leave the page to land on another. With the click-through rate, you can find out which types of links get the most clicks and measure the overall success of your affiliate advertising campaigns.

What is an average CTR? When starting their career, advertisers should aim to achieve a 2 percent click-through rate. In fact, the average CTR on AdWords is 1.91 percent across all industries.

Click through rate, google adwords industry benchmarks

 

Conversion rate

The conversion rate shows the percentage of people referred by an affiliate who then complete a sale or fill out a lead generation form on your website. If you have a 3 percent conversion rate, that means that 3 users out of 100 who come to your website either make a purchase or leave their contact details. This is one of the most used KPIs in e-commerce.

Beware of high conversion rates (over 10 percent), though: a very high conversion rate may mean that your affiliate is a fabulous marketer, but more likely it means that they’re using suspicious promotional methods. The average conversion rate is about 2.35 percent.

 

Return on investment

Return on investment is thought to be the most important measure of performance as it shows the profitability of a marketing campaign. In other words, ROI tells you how much money you’ve gotten back for each dollar invested.

With ROI, you can either evaluate the efficiency of an investment you’ve made in a particular affiliate program or compare the payback across a range of such programs. All you need to do is divide the benefit you receive from your investment by the cost of that investment.

Let’s look to Andy for an example. Andy is the owner of a cat hotel. He decided to spread the word about his hostel and invested $500 in an affiliate strategy. A year later, Andy earned $600. So, his ROI is ($600 – $500)/$500 = $100/$500.

ROI is usually expressed as a percentage or a ratio. So, we can express Andy’s ROI as 1:5 or 20 percent. Is that a good rate? Not quite. Many entrepreneurs target a 5:1 ratio, as that’s considered strong for most businesses.

 

Reversed sales rate

The reversed sales rate indicates the number of users previously credited to an affiliate who return products bought from your website for a refund. A 7 percent reversed sales rate would mean that 7 orders out of 10 that are attributed to an affiliate are canceled.
It’s common for businesses to have some reversal. A reversal rate over 10 percent, however, may show that affiliates are sending low quality or mis-targeted traffic to your website or that affiliates exaggerate your product features to get more conversions.
In most cases, you can’t analyze the reversal sales rate before joining an affiliate program – except for the AvantLink and ShareASale networks. So, you need to measure this rate periodically during your affiliate campaign and take preventive measures to safeguard your business.

 

Percentage of fraudulent orders

Last year saw at least $7.4 billion lost to fraudulent or unviewable ads, which is 56 percent of all display ad dollars. And this number is expected to increase to $10.9 billion by 2021. Moreover, 37 percent of desktop ad impressions in the USA and up to 80 percent in Japan are fraudulent.

Ad fraud (where ad fraud is rife)

[Image source: Statista]

This is why you’d better monitor your affiliate campaigns for fraudulent orders to save your time and money. If you’ve noticed that fraudulent orders have grown with a particular affiliate or have even exceeded genuine orders, then remove that affiliate as soon as possible.

That’s all about quantitative metrics. Now you understand the figures that your affiliates deliver to you. But what about the overall quality of an affiliate marketing campaign?

 

How to test the quality of your affiliate program

Don’t focus exclusively on data that is easy to gather, but examine the intangibles as well using qualitative metrics. Qualitative metrics give you important insights into the strengths and weaknesses of your affiliates, their competitive advantages, and their trustworthiness.

I recommend considering affiliate behavior and affiliate sales fluctuations.

 

Affiliate behavior

You need to understand how many affiliates you have, how active they are, and what potential they offer. Consider the following metrics:

 

  • Level of program adoption among your affiliates ‒ Check how your affiliate relate to your brand to see whether they’re really engaged in promoting your product and addressing the traffic you want or if they’re neglecting your brand voice in pursuit of quick income.

 

  • Types of active affiliates ‒ Segment your affiliates by the way they generate traffic (bloggers, deals and coupons, paid search, etc.). This will help you understand at what stage of the customer journey most users are converted. This metric depends on what you mean by “active affiliate,” which generally speaking is any affiliate that generates clicks, leads, or sales.

 

  • Percentage of dormant and top affiliatesDetect affiliates that generate low volumes or have stopped generating leads at all to enhance the efficiency of your affiliate campaigns. You may try to reactivate lapsed affiliates by sending dedicated emails or offering some kind of reward, or just leave them and invest more in your top affiliates.

 

Affiliate sales fluctuations

Direct your attention to rises and falls in your sales. Generally, sales are high during the shopping seasons (fall and winter) and slump during spring and summer. Of course, everything depends on the kind of products you sell. For instance, for Disney, products sell best on weekdays and holidays.

Your sales can also fluctuate due to technical problems, a better offer coming from your competitors or your affiliate’s blunders. Track changes, discover the cause and take action to obtain the best results.

But affiliate sales fluctuations aren’t the only pitfall you can face. Many marketers have the constant temptation to focus on so-called vanity metrics. What are they?

 

Vanity metrics

Vanity metrics include the number of downloads, followers, registered users, tweets per day, and so on.

These variables make entrepreneurs proud of their brand but are hardly related to the numbers that really matter: revenue, user retention, engagement, and repeat use.

So what vanity metrics should you forget about? In my humble opinion, the vainest are impressions, total visits, and bounce rate. Let’s see why.

 

Impressions and total visits

To put it simply, impressions are the number of times your ad (banner, button, text link) has been shown to a potential user. Each time an ad appears on a page counts as one impression.

“Wow, my ad was shown 70,000 times… 30, 000 users have visited my website this month!” This data may please your ego, but what does it give you? Users can view your advertisement dozens of times and not visit your site or may browse it and not buy anything. Impressions and total visits don’t provide any clear guidance for what to improve or what to do next.

 

Bounce rate

A bounce is when a user opens a single page on your website and then leaves your site without visiting any other pages.

Many marketers see a 70 percent bounce rate and think they need to close the campaign. But everything isn’t so simple with the bounce rate. It isn’t set in stone, and there can be hundreds of reasons for it to go up and down. For example, mobile traffic usually has a higher bounce rate than desktop traffic.

What’s more, the average bounce rate varies between 10 and 90 percent depending on the type of site you have. Check out the infographic below:

 Average bounce rate

 

Those are huge gaps, which is why you can’t consider the bounce rate particularly reliable and can’t reach any adequate judgment based on it. You can easily justify a high bounce rate without worrying about having bad content or ineffective landing pages. So, measure the success of your affiliate campaign with actionable metrics.

 

What gets measured gets managed

Have you adopted a successful affiliate program? It’s not enough to believe that you’re using an effective model. You also need to measure the efficiency of your affiliate marketing strategy. Measuring the right metrics can pave the way for your company’s success.

Conversely, vanity metrics can mislead you and damage your brand’s vitality. Stop investing your energy into misleading indexes and focus on metrics that really matter instead. Remember that the measure-and-optimize process should be ongoing.

Do you know of more actionable metrics? What metrics do you trust most? Share your thoughts in the comments section below.

 

Affiliate Marketing Campaign Tracking

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5 Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions

Many marketers forget customer acquisition isn’t the only way to sustainably grow their business. In fact, you might be better off pausing your lead gen campaign and turning to a tool that’s already in your CRM: your list.

If you want to make the most of your marketing budget, start by converting more leads, getting more repeat purchases, and boosting your CLV (customer lifetime value).

How do you do that? With marketing automation. Let me show you how you can effortlessly implement these tactics into your existing strategy – in just a few clicks. All thanks to all-new marketing automation templates.

Ready? Let’s begin.

 

1. Customer onboarding

Love at first sight happens in the movies – and sometimes in real-life relationships, too. But between a brand and a customer? Rarely.

Unless you sell something people fall instantly in love with (like Tesla X), you’ve got to make an effort to stay in their minds and be remembered.

The best way to do this is to make a lasting impression from the get-go. Capture customers’ attention and generate interest, from their first interaction with your brand.

Welcome email campaigns make it easy.

You can use them to:

• Confirm contacts are now signed up.
• Thank people who take the time to subscribe.
• Say a few words about your brand or offer.
• Direct customers to your most popular products or categories.

 

Nike Onboarding Email

Onboarding email promoting the Nike app

 

Better still, welcome emails generate up to four times as many opens and clicks as other marketing messages!

So why not give them a go: thank your contacts, let them know what’s coming next, and pave the way for their conversion.

Need some inspiration? Check out these great examples from ecommerce companies, Casper and MeUndies, below.

 

Welcome email from an ecommerce brand, MeUndies

Welcome email from an ecommerce brand, MeUndies

 

Welcome email campaign from Casper

Welcome email campaign from Casper

 

How to do it in GetResponse:

It’s easy to set up your welcome campaign – and there are two ways you can do it in GetResponse:

You can use a marketing automation template. Go to the welcome category, click on your chosen template, and edit the details (choose the list, subscription method, and email message).

Here’s how it looks:

Marketing Automation Templates Gallery

Marketing Automation Templates Gallery

 

The other option is more manual. You need to create a marketing automation workflow that starts when someone subscribes to your list, say via a web form. Then simply add a second block to immediately send the email.

Your screen should then look like this:

Simple Onboarding Workflow

Simple onboarding workflow

 

2. Lead qualifying

Not all customers are the same. Some will buy from you regularly, even when you don’t offer any discounts or deals. Others will join your list and never open an email.

Either way, you need to know who you’re communicating with. Especially if you’re in ecommerce business and don’t usually see your customers face-to-face. Once you do know who is who, you’ll be able to focus on the people who are more loyal to your brand – and better allocate your time and resources.

Lead qualification is one way to do this. It lets you qualify your leads based on different criteria, such as their engagement. Best of all, it can be done automatically.

But before you can start, you need to develop a tagging and scoring plan. You can then assign tags and scores to your leads based on the actions they take. It could be something as simple as opening your email, visiting your product page, or abandoning a shopping cart.

 

Basic Tagging Strategy Plan

Basic tagging strategy plan

 

Basic Lead Scoring Plan

Basic lead scoring plan

 

Next, you’ll want to come up with a system to automatically assign tags and scoring points. That way, all your data will stay up-to-date – and you’ll be able to act quickly.

For example, when a contact has enough scoring points to be sales-ready, you can swiftly pass them to your sales team to seal the deal.

Marketing automation makes it easy. With workflows, you can assign tags, add or subtract scoring points, segment your contacts, and move them between your lists automatically. And all in response to their actions.

 

How to do it in GetResponse:

Again, there are two ways to launch a lead qualifying campaign in GetResponse.

You can use a prebuilt marketing automation template, and edit it any way you like. This saves you having to map out the whole scenario yourself, since you can just use a blueprint that’s worked well for others.

Basic scoring plan, basic tagging plan, and sales team alerts are all available in the template library.

 

Basic Lead Scoring Workflow

Basic lead scoring workflow

 

The other way? You can create your own marketing automation workflow from scratch.

It can start with any condition block you like, such as when someone opens a specific email.

Next, just add action blocks, and Tag and Score – and then choose the point values you want to assign.

 

Basic Lead Scoring Workflow

Basic lead Scoring workflow

 

You can end the workflow there. Or expand it to include more elements like conditions, action blocks, or even filters. You can choose how advanced to make it.

 

3. Post-purchase

Many marketers working in the ecommerce industry make the mistake of just thanking their customers in the post-purchase email. But that can be a mistake. Why? Because the after-sale message can do so much more – and make a big impact on how customers view your brand.

That one email has the power to enhance their entire shopping experience, shorten their buying cycle, and even increase their customer lifetime value.

There are several rules you should follow:

  1. Act fast: Customers want to know if their payment was processed.
  2. Be memorable: Use strong branding and keep in touch regularly.
  3. Show good manners: Thank your customers for choosing you.
  4. Be helpful: Make product recommendations and send replenishment reminders.
  5. Be open to feedback: let your customers be heard and gain valuable social proof.
  6. Ask them share: Social sharing and referral programs can help build your customer base even faster.
  7. Automate: Whether you sell to 10 or 10,000 customers, make your campaigns stand out by tailoring content to their needs.

Here’s an example of an automated post-purchase email from Aliexpress, including product recommendations based on the customer’s order.

 

Aliexpress Post-Purchase Recommendations

Post-purchase communication with product recommendations from Aliexpress

 

How to do it in GetResponse:  

You can use one of our predesigned marketing automation templates, or create your own workflow. To do that, you first need to specify how the workflow will start.

Here are a few examples:

  • Someone visits a specific product thank-you page.
  • Someone joins your customer list.
  • An existing contact has an updated custom field value, such as the last-purchase date.
  • Use API or our Magento or Prestashop integrations to send information about the purchase.

Then all you have to do is add the rest of your condition and action blocks.

Let me show you an example that uses:

  • One Tag block to assign a “brownie_customer” tag.
  • Two Send Message action blocks to send two emails: one to welcome new customers, and one to share the brand story.
  • One Wait action block to delay the second message by two days.

 

Post-purchase Marketing Automation Sequence

Post-purchase Marketing Automation Workflow

 

4. Engagement and retention

Strong, lasting relationships don’t just happen overnight. To really hook your audience, you need to put in the work and keep sending them engaging, relevant messages – long after their first interaction with your brand.

So how do you do it?

You could launch a loyalty program. By rewarding your most active customers with special discounts and exclusive offers, you can make sure your customers keep coming back for more.

Lead qualification can help you find these contacts. By combining tagging, scoring, and segmentation you can pinpoint your most loyal and valuable customers. Then simply send a highly-targeted offer they find irresistible. Like the one below, sent by Airbnb to their contacts located in Gdansk, Poland.

 

Personalized Email Communication from Airbnb

Personalized email communication from Airbnb

 

You could also introduce a win-back campaign, to interest inactive contacts or past customers.

To find them, simply create a segment that updates automatically when a subscriber stops engaging with your content. When that happens, be sure to send them an enticing offer.

And remember, it can go beyond one email. Why not try combining your messages with remarketing campaigns via social media? Facebook pixel or Google AdWords can increase your odds of keeping your audience hooked.

 

How to do it in GetResponse:

Just use one of the ready-made marketing automation templates, and edit it to your liking.

In the Engagement and retention category, you’ll find:

  • List cleaning with tags and scores
  • Win back
  • Contact retargeting
  • Customer retargeting
  • Rewarding loyal contacts

The image below looks complicated, but I assure you it’s easy to get the hang of it.

 

Engagement and Retention Workflow

Engagement and retention workflow template

 

The workflow starts by identifying contacts with a specific tag and a scoring point below or equal to five.

The specific tag is one you assigned to people who signed up over a month ago but never made a single purchase. Let’s call that tag “inactive”.

Onto the scoring points: let’s say everyone who signed up to your list gets 20 points, and loses a point each time they don’t open an email. Eventually, some will end up with five or fewer points.

Now you’ve found the inactive contacts, you can send a win-back campaign.

If they don’t click your offer on the first day, you can send a second email.

If they still ignore it, the workflow removes them from the list.

But if they do click (considered ‘won back’), their “inactive” tag is removed and the workflow ends.

 

5. Abandoned cart

There are many reasons why customers abandon their online shopping carts so often. And while you can’t save every sale, even slightly reducing your abandonment rate can have a big impact on the growth of your ecommerce business.

How can you tackle this problem? One way is to run retargeting campaigns with emails or paid ads – or ideally combine both to cover as many customer touch points as possible.

Your aim is to remind shoppers they left something behind – and then compel them to complete their order.

I know, it’s easier said than done. Pam Neel’s article, Best Practices for Cart Abandonment Emails has some great strategies.

Want to run remarketing campaigns using Google AdWords? Check out this piece by our PPC Manager, Michal Borowczyk: How to Reach Your Audience With the New Adwords Customer Match.

What do cart abandonment campaigns look like? Take a look at the examples below from retailer brands, American Giant and Desigual, for some inspiration.

 

American Giant Cart Abandonment Email Series

Cart abandonment email from American Giant, focusing on lifetime warranty on their products

Desigual Cart Abandonment Email

Cart abandonment email from Desigual, using the fear of missing out tactic to increase their conversions

 

How to do it in GetResponse:

Once you’ve integrated your store with GetResponse, you can either create your own marketing automation workflow or use a pre-made template. We have an abandoned cart reminder and an abandoned cart series template you can use.

As you can see from the screenshot below, the logic behind it is pretty simple.

 

Cart Abandonment Workflow Template

Cart abandonment workflow template

 

First, an email is sent as soon as a cart is abandoned.

Next, check if the contact visits your chosen URL – such as a thank you page that’s only visible after they buy.

If they don’t, the system sends another message.  But if they do place an order, a special tag is added to identify them as a customer.

It’s that simple!

 

Use these workflows to make your business grow

I get it. Shifting from simple email campaigns to building marketing automation workflows can be a big leap.

Instead of just focusing on a single campaign, marketing automation is about looking further into the future and planning ahead of time.

You have to ask: What’s going to happen next? How should I react to my contacts’ activity? Should I bother tagging and scoring them?

Hopefully, I’ve highlighted how easy it is to apply marketing automation to your own campaigns – and make a big impact on your business growth.

So go on and explore the marketing automation templates in your GetResponse account. And stay tuned as we reveal more in the future!

The post 5 Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions appeared first on GetResponse Blog – Online Marketing Tips.

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Can Movies Impact Your Marketing Efforts?

Your marketing does not exist in a bubble. Your website, blog, store, business — everything is part of a wider world. Your customers don’t simply wake up, consume your content, then go back to sleep. They go out into the world and do stuff. They watch the news, go to the movies, have friends, get into debates, go to work, and consume other content. People give reviews of the newest movies, others create memes from particularly funny or awkward moments, and many re-watch their favorites time and time again.

So, it’s important, both when planning and creating your content, to be aware of the world around you. How are current events and entertainment going to impact your business and your marketing tactics? Can you take advantage of things like movies to grow your business without seeming like a shameless band wagoner?

 

Movies influence the world

All types of entertainment impact the world in some way, but movies are the king at it. When a major movie hits the silver screen, millions, if not billions, of people all have the experience of watching it. Whether they liked the movie or not, they all went through something they can share and talk about with others. Themes resonate with them, plots are remembered, and memories are created.

It’s because of the popularity of movies that they can have a massive impact on entire industries. For example, last year Stephen King’s It was released, a horror movie with a clown as the main antagonist. The movie created (or increased) fears people have for clowns, even the non-scary variety. The World Clown Association blames the movie for a rise in clown phobias and a steady drop in people hiring clowns.

On the flip side, Guardians of the Galaxy had a major impact on the sale of older music, especially in the form of the movie’s soundtrack. The official soundtrack went to the top of Billboard’s Top 200 and was a massive boost to the sale of older music.

 

Identifying impactful entertainment

Not all entertainment has a meaningful impact on the world. In fact, most entertainment does little to change the world or affect how people act. Not every show is Stranger Things causing a resurgence of interest in Dungeons and Dragons and not every documentary is Blackfin exposing Waterworld.

It becomes important though to identify early what movies are going to be massively popular, especially among your target markets. That way, you can properly take advantage of, or mitigate the damage from, any impactful movies. This means staying in touch with your target markets and doing research on what kind of entertainment they consume.

 

Mitigating the damages

It’s quite possible that a movie could negatively impact your business. Organizations across the globe have been hurt by movies, including clowns, beaches, governments, the police, and more. Entire towns and cities have gotten a bad reputation because of movies that accentuate their flaws and dangers.

So, let’s say a movie, quite possibly a horror film, paints your business in a bad light. The worst thing you could do is just ignore it and hope for the best. That leaves the movie’s narrative in the minds of consumers, with nothing to correct or change it. You must join the conversation started by the movie and steer people to a more reasonable state of mind. Treat it more like dealing with negative PR and turn it into a chance to market to consumers.

Produce content that ties into the movie, that conveys both a logical and emotional message that counters the movie. Logically, most people understand that there is little danger from what they saw in a horror movie, but they still feel scared. Depending on what emotion the film is using to hurt your industry, you need to combat it. Effective marketing needs to be emotional to change consumer’s impressions. Simply presenting a logical argument isn’t enough, you need to override their negative emotion with something positive.

 

Boosting your reach without cash grabbing

Another way movies impact the world is by creating conversations, and your business should be getting involved. You can increase your reach considerable by being a part of a movie’s hype/conversation and potentially make connections with your target markets.

The key to doing this though is to not come across as cash grabbing. In a sense, don’t try to talk about the movie while shamelessly plugging your product or service. If you want examples of this, go no further than the cash-grabbing date of May 4th, also known as Star Wars day.

May 4th, or also known as “May the 4th be with you” started as a day for fans to appreciate their favorite movie, but quickly businesses jumped on the bandwagon. Now, the day is filled with businesses promoting their products with Star Wars day sales, cheesy memes, and awkward attempts at being funny.

Instead of simply trying to tie your brand to that of the movie, try to create something unique that adds to the conversation. Make something people would want to share, not just have to scroll past on their feed. Ask questions that can start conversations about popular movies, like fan theories or favorite moments, and then respond back when people answer you.

Just make sure that the entertainment you talk about is something your target market actually enjoys. If your marketing is designed to be family friendly because of your audience, then don’t start talking about the newest Saw movie.

 

Don’t get too obsessed

Don’t let needing to be on top of the newest trend or media topic control your marketing. It’s important to understand how movies impact businesses, and how to sometimes use them for your advantage, but be independent of them. Too many businesses try to tie themselves to the newest movie or TV craze that their branding has little identity outside of it.

Stay focused on the best practices for your marketing and only include movies or entertainment when it becomes relevant or needed. That way, when you do bring up a movie on your company’s Twitter, it’s something fresh and new, not overkill. Match it to your branding and work on having it be natural. If it doesn’t make sense for your audience or business, don’t stress about it.

 

movies impact marketing

The post Can Movies Impact Your Marketing Efforts? appeared first on GetResponse Blog – Online Marketing Tips.

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Try the New CRM Calendar to Track Your Daily Sales

Our CRM team hit the ground running this year, and I’m thrilled to announce an exciting new feature: the CRM calendar. It’s so much more than a simple way to track tasks. Let me show you why…

 

Why use the CRM calendar?

Sure, you can just use the CRM to store and manage your customer data. But it’s far more powerful than that, because you can also use that data to keep in touch with your prospects in real time – and close more sales. After all, every marketing expert knows the key to success is sending the right message at the right time, to the right people.

The CRM Calendar can also keep you on track with your deadlines, by connecting with all communication channels in the GetResponse platform. So now your CRM data seamlessly integrates with your messages.

You can also set up reminders, so you know when to either convert a deal into a paying customer, or send a contact further along the sales funnel. The calendar will also make sure you don’t miss the ideal time to drive customer engagement.

What’s more, you can use the calendar to track your open tasks for each day. It’s a great way to stay disciplined and get things done on time.

 

What’s in the first release?

You can now manage your entire to-do list from one place, saving toggling time. So you won’t miss the perfect moment to get in touch with your deals.

You can quickly and easily see all the month’s saved action reminders on one page. The day cells show planned actions for each date, with different icons to identify different tasks. For example: a phone call, email message, or meeting – or your own custom reminder. Events are listed chronologically.

 

CRM Calendar View

 

You can view each day’s schedule by clicking the agenda on the left-hand side of the calendar. All reminders in the calendar and agenda are clickable. Each action also has a ‘tool tip’ window, summarizing all the information in the reminder – so you can easily find the person to contact.

 

CRM Calendar View Lead Reminder

 

You’ll also see the pipeline each deal is in, as well as its value and the account manager. Just click the deal’s email address to view or edit the details.

 

What’s coming next in CRM?

There are exciting updates on the horizon. Soon you’ll also be able to save reminders unrelated to deals, and even import reminders from other tools like Google Calendar.

Stay tuned, because in a few days we’ll reveal the first use case!

 

Try the New CRM Calendar to Track Your Daily Sales

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NEW: Inbound Sales Certification Program

Have you taken any of our online courses in the GetResponse Digital Marketing Certification program? If you have, then your LinkedIn profile is probably boasting a brand new certificate, and headhunters keep sending you irresistible job offers. At least we hope so!

Today, we’re announcing the latest addition to the program: the new Inbound Sales certification course.

Here’s why you should be the first to take it!

 

Inbound sales, the ultimate lead generation machine

Inbound sales is all about creating a complete buyer journey experience. From email marketing and marketing automation, to webinars, SEO, and PPC, to social media, our experts will teach you how to build that one effective customer lifecycle strategy. So if you look for new ways to generate leads and convert them into loyal customers, look no further.

In this course, you’ll learn how to:

  • Define your ideal buyer profile.
  • Generate leads with multi-channel marketing.
  • Move qualified leads through the sales funnel.
  • Use CRM and emails to close sales.
  • Build retention programs to get more conversions.

 

Inbound Sales – Become a certified inbound sales expert

 

But that’s not all! To build this innovative program, we asked our best experts for help, including the GetResponse Head of SEO, Email Marketing and Content Marketing Managers, and an internationally recognized speaker, Jamie Turner.

Wait, Jamie Turner contributed to the program?

Yes! Jamie spent the past several decades showing clients such as AT&T, CNN, Coca-Cola and Holiday Inn how to get more “R” from their marketing ROI. He now works with small and medium businesses to improve the results of their campaigns. Plus, he helped us build the Inbound Sales program that’s tailored to their needs.

Here’s what you’ll find inside this course:

  • 10 teachers
  • 19 lessons
  • 146 minutes of training
  • 1 industry-recognized certificate

 

Why get certified?

A certificate proving you know how to plan, launch, and track highly-targeted lead generation campaigns is a valuable career asset that’s worth showing off. But you get more than that!

Once certified, you can showcase your services on the GetResponse Marketplace, entirely free. We’ll also invite you to our top secret community for certified experts who want to stay in touch.

Inbound Sales Certificate – GetResponse Digital Marketing Certification Program

So, ready to dive in?

Take the course and become a certified inbound sales expert today!

 

Inbound Sales Certification Program

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Want More Webinar Signups? Try our New Landing Pages Feature!

At GetResponse, we’re always busy tweaking the tools you need to build, grow, and scale your business. And we know you’re focused on getting more leads. After all, last year around 85,000 new contacts signed up to our customers’ lists every day.

Webinars played a big part in that growth, proving to be a powerful lead generation tool. But we know preparing for webinars isn’t always easy. That’s why it’s a good idea to build a landing page to promote your webinar, and outline the topic, speaker, and key takeaways.

To make this even easier – and help you get more webinar attendees – we’ve added a brand new feature to our landing pages.

Visitors to your landing page can now sign up directly to your webinar, without any extra steps.

 

How to use webinars with landing pages

Step 1. It’s super simple. Start by setting up a webinar inside your GetResponse account.

 

GetResponse Webinar Setup Settings

 

Step 2. Then go to the Landing Pages creator, and choose your favorite webinar template.

[You can also choose any other template or even create one from scratch. In such case, you’ll just have to drag and drop the camera icon onto the page to add the signup form.]

 

GetResponse Landing Page Templates

 

All our templates have been revamped to make it even easier to get started.

Step 3. Next, you’ll need to choose a webinar to link the landing page to.

 

Linking Landing Page with Webinars

 

You can use this feature if you have webinars enabled in your GetResponse account.

Step 4. Your webinar signup form will now appear on the landing page.

 

Webinar Signup on a Landing Page

 

And of course, you can place it anywhere on the page.

 

Your turn

Stay tuned – we have another exciting landing page feature on the way!

Until then, you can join the conversation in our Landing Page Experts Facebook group and share your experience with our growing community.

 

The post Want More Webinar Signups? Try our New Landing Pages Feature! appeared first on GetResponse Blog – Online Marketing Tips.

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Why Retention Emails Are Equally Important as Sales Emails

If you work in marketing or sales, you probably spend a lot of time thinking about using email marketing to acquire customers — watching engagement stats, A/B testing content, and planning campaign after campaign to convert.

What’s your best conversion rate on those campaigns? Ten percent? A little lower? Maybe a bit higher?

If there was a secret to converting your email campaigns at 30 percent or higher, would you want to know what it is? The answer is in your audience — and it’s a list you already have right in your CRM.

Here’s why you should be emailing your current customers just as much, if not more, than your prospects.

 

Why customer retention is important

Repeats beat first-timers

After making a purchase, a customer has a 27 percent chance of buying from you again. If they make a second and third purchase, they have a 54 percent chance of making another purchase.

These statistics showcase the importance of measuring customer lifetime value (CLV) — the projected revenue a customer will generate over their lifetime. Typically, the longer a customer sticks around, the more profit potential they have because the initial costs of conversion get smaller and smaller in comparison to spend.

However, in order to get the most out of CLV, you need to retain, upsell, and cross-sell your customers. In order do that in a world of increasing noise and competition, you have to stay top-of-mind. And email is still the top way in which most people would like to be reached.

When creating customer retention emails that keep you relevant, you have to remember it’s not about selling. It’s about providing value. Share information, tell a story, offer exclusives, brighten a day — when you show up with value in your customers’ inboxes, they’ll shop back up in your “checkout” line.

 

Referrals lower acquisitions costs

Each time a customer makes a purchase, they are becoming more comfortable with you and are therefore more willing to refer you onto someone else. After 10 purchases, customers refer 50 percent more people to a business than a one-time purchaser. Repeat customers can actually increase profitability not only by making more purchases but by attracting more clients through word of mouth. It’s nearly free marketing — the only cost is retention.

The key to retaining your customers in a way that encourages them to refer is to make them feel like they are part of your brand’s family. And families stay in touch. By emailing your customers with timely, relevant content on a regular basis you’re continuing to build your importance in their lives. You’ll make more sales and be the first product or service that comes to mind when a real-life friend or family member asks for a recommendation.

 

Customers are your best data points

If you want to learn how to convert your prospects, look no further than your current customers. That they’ve already taken the leap speaks to the fact that you did something right and through your long-term relationship you can get to know them better than you will ever know your leads.

Use your retention emails to gather data on your customers and build buyer personas and customer journeys that you can then use to inform your acquisition efforts.

 

7 retention email ideas to get you started

If you’re not sure where to start with customer retention campaigns, here are a few inspirational emails.

  1. Exclusives: A preview of a new product, a VIP-only event invitation, or a special sale all make customers feel “in” and valued.

     
    Exclusive email offer

  2. Requests: Being asked for our opinion triggers neurochemicals associated with satisfaction and empathy. Ask your customer for feedback to make them feel good and get valuable data.

     
    Survey Email

  3. Gamification: Another trigger of happy neurochemicals are games – as the recent gamification software craze has shown for both employees and customers. Reward your customers for engaging with your brand and they’ll want to do more.

     
    Tumblr Gamification Email

  4. Training: Continue to educate your customers on your product. The more they understand and gain value from your features, the longer they’ll stick around.

     
    Quickbooks Onboarding Email

  5. Referral rewards: Happy customers are naturally great referrers, but that doesn’t mean they don’t benefit from an extra push.

     
    Acorns Referral Program Email

  6. Just-for-fun: Your friends and family send you birthday and holiday greetings. Show up for special occasions in your customers’ inboxes. (This one from Southwest linked to fun videos.)

     
    Southwest Fun Birthday Email Marketing Campaign

  7. Engagement reports: You’ll see “year in review” features on many social media tools like Facebook and Instagram, which are a good indicator that this type of information works for engagement. Celebrate your customer’s anniversary and don’t skimp on the details.

     
    Lyft Email Report for 2016

Curious about what other types of emails you could be sending? Check out this article and get inspired – 20+ Automated Emails You Should Be Sending Today.

If you spend as much time working on customer retention as you do on customer retention, you will be amazed at the results.

It is 5-10 times more expensive to acquire a new customer than it is to retain an existing one. By increasing your retention rate with email campaigns, you’ll see a better ROI from every single customer you sign up, more referrals, and better insights into growing your customer base.

 
Why Retention Emails Are Equally Important as Sales Emails

The post Why Retention Emails Are Equally Important as Sales Emails appeared first on GetResponse Blog – Online Marketing Tips.

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