Low Open Rate? How To Rescue It in 3 Steps!

When it comes to e-mail marketing, one crucial element is to engage our target. In order to understand whether we are hitting the nail on the head, the first index we should take a look to is the open rate. Actually, it is a marker that helps us understand immediately whether our e-mail marketing campaigns are successful or not (in this case, “successful” means that our newsletter catches the attention of our readers, makes them open our e-mail and lastly make them click on the contents we are promoting.

Are you noticing a strong decrease of the open rate in your last e-mail marketing campaigns, or even just in one of them? Here’s what you need to do to take remedial action!

1. Monitor Your E-Mail Marketing Campaigns Statistics!

First of all, you should always monitor the statistics of your e-mail marketing campaigns. Thanks to Kloudymail, you have your statistics at your fingertips and in a few clicks you can see the results of your last campaign, and if you want you can also compare the indicators with the ones of the former campaigns in order to check if your e-mail marketing activity is going well or not. If it’s not going as you were expecting, the first thing to do is to understand you’re having a problem and take immediate remedial action.

Of course, it could be just a coincidence, but it always better to act in order to avoid the same mistakes you might have done formerly. Here is our advice: don’t wait months overthinking about the spectacular idea for your next newsletter, but act immediately step by step with little expedients that you could find in your former successful campaigns.

2. Plan Your Next Steps!

Ok, you have analyzed your situation and now you know what went wrong. This is the perfect time to plan what you are going to do next. In other words, don’t leave the open rate to chance, but study your actions to increase the chances your next campaigns are going well.

Have this done, you just need to move. It’s not so easy as it may seem, but if you are going to do everything according to plan, you will discover a satisfied smirk on your face. What you need to do is to think about other expedients that could be useful to increase your e-mail marketing open rate. Is the subject right and is it in line with your target expectations? Is the design well done and responsive? Do you have good and profiled lists?

3. Hang In There!

You have acted and probably you are seeing your e-mail marketing campaigns producing excellent results, so hang in there. It’s like a diet: once you have lost weight, you need to carry on with a maintenance diet.

In a few words, even if your e-mail marketing campaign is going terrific, don’t rest on your laurels. Keep on monitoring the statistic, finding expedients to do better and better, read a blog like our to find out the better strategies in order to engage your target. And if you still have a doubt, do not hesitate to contact Kloudymail: we are always ready to give you a hand with your e-mail marketing job!

Kloudymail is Now a Partner of “Answer The Question” Digital Event!

Kloudymail, the multi-channel platform that allows you to manage your digital marketing activities, is now a partner in the digital event “Answer the Question”, which will be held on Saturday 4th May in Bologna.

Answer the Question aims to put the public at the center, offering participants the chance to actively participate and help shape the format of what will happen during the event itself, to ensure that everyone comes out of there with a wealth of skills that are actually useful. And this is one of the reasons why Kloudymail has decided to support Answer the Question through partnership: we too have been committed for some time to the organization of training events, starting with the E-Mail Marketing Summit, events that give space to the public in the classroom and leave them with lots of food for thought and with practical skills that can be spent immediately.

The “Answer the Question” panel of speakers is very respectable, and this is another reason why we decided to support ATQ: for the quality of the speakers and the topics. There will be Alessandro Mazzù – consultant and trainer -, Alessandro Vercellotti (Unico Avvocato del Digitale®), Alessandro Frangioni (Digital Strategist). And, again, the digital strategist and data scientist William Sbarzaglia, Piero Babudro (Creative Digital Content Strategist), Antonio Meraglia (Digital Video Strategist), Enrico Maioli (Consultant, UX design, digital marketing), BUTAC – Michelangelo Coltelli (blogger) and the professor Ermes Maiolica, a metalworker from Terni known as the king of fake news.

We from Kloudymail naturally will be present with special offers reserved to all the friends that we will meet in Bologna, Saturday 4th May from 9 at the Amati Design Hotel, in via Rigosa 14 in Zola Predosa (Bo).

Kloudymail is now Partner with Freelance Hub!

Kloudymail is proud to announce to be a partner with Freelance Hub, the first freelancers’ community born in Brescia. The project aims to make easier the daily working life of the freelancers thanks to useful advice and directions to follow.

Freelance Hub is born from an idea of Eleonora and Francesca Valenti (Valenti04 agency) and it has been presented to the freelancers and to the journalist on 21st March 2019 at Talent Garden in Brescia. After the press conference, it has been held the first lab, “Price Quotations? How exhausting…”, a speech by Augusto Pirovano (Super Good Life).

“We have created this project because we are first and foremost freelancers who prefer to work with other freelancers – Eleonora and Francesca Valenti state – We have long felt a lack of training and networks for self-employed workers in our area. Freelancers are devoted to research and professional growth but often they struggle to find tools, answers, which are often not unique. For this reason we have decided to give life to this community: to give, thanks to experts in the field of self-employment, concrete and useful answers both to those who are already self-employed, and to those who want to become one ”.

The Manifesto: #freelancersdoitbetter!

The project is born in order to promote the self-employment culture, drawing the public opinion and world of work’s attention to the freelance as a value, debunking the myth that working as a freelance is just a way out for the ones who don’t have any other professional chance. In other words, the freelancers are taken into consideration and enhanced as such, as a highly specialized professional t0 whom give universal “surviving” tools suitable for any field and role.

Kloudymail partner with Freelance Hub

Freelance Hub: The Goals

The path of Freelance Hub aims to create a freelancers’ multisectoral network useful to build new relationships and – why not? – to find new collaborations and chances of working.

One a month, Talent Garden will host the Freelance Hub meetings (subscription via Eventbrite). In October, it is scheduled the Freelance Day, in conjunction with the European Freelance Week.

Kloudymail is a partner of Freelance Hub

The Agenda

  • 11 Aprile, 6 pm: “Be Smart! Solutions and Safeguard for Freelancers”;
  • 16 May, 6 pm: “Personal Branding + Linkedin for finding new clients”;
  • 13 June, 6 pm: “E-Mail Marketing for freelancers”. This is the speech by Kloudymail aimed to explain why and how to start up a successful e-mail marketing activity;
  •  18 July, 6 pm: Cardiomarketing;
  • 19 September, 5 pm: Time Management;
  • 14 November, 6 pm: Mind Mapping.

Kloudymail in partnership with Freelance Hub

E-Mail Marketing for Freelancers: the Speech by Kloudymail

Freelancers – whatever os the field in which they work – often neglect e-mail marketing. The reasons are different: lack of time, of people who can deal with it, fear that it is a useless and too expensive investment … Actually, the e-mail marketing is a precious help for freelancers: with a low cost, it allows you to communicate with customers, to keep them updated, to make them more loyal and thus activate the well-known word of mouth that allows you to acquire new contacts and ultimately new customers.

The Freelance Hub speech is aimed at making freelancers understand why they should start doing e-mail marketing and above all to make them understand how to do it best thanks to valuable and useful tips on how to structure a newsletter, how to build a database, how to write the subject and content of a newsletter, and much more. 

Kloudymail E-Mail Marketing Class At Catholic University!

Enrico del Sordo, CEO and founder of WeKloud, the company that develops and distributes Kloudymail, on Thursday, March 21st will be at the Catholic University in Brescia to speak to the students in the third year of the degree in Linguistic Sciences, course in Marketing and International Marketing held by Professor Loretta Battaglia.

After a brief presentation of the company and its evolution over time, Enrico del Sordo will focus his speech on e-mail marketing. In particular, the class will be aimed at explaining how e-mail marketing is the ideal strategy for managing the relationship with the customer, to increase its brand loyalty, to manage the relationship better and to set up- and cross-selling activities. Moreover, Enrico del Sordo will show some practical cases to make students understand how to set e-mail marketing in the small companies in which, in a few months, they will work.

A morning, in short, focused on the logic, on the functioning of the software and on the multi-channel marketing strategy to train new marketing professionals who know how to speak the – just apparently simple – language of e-mail marketing.

Best Practices For Creating E-Mail Marketing Landing Pages!

Have you ever thought you can run your website without e-mail marketingIf yes, then you should think again!

Why?  It’s because a website drives only front-end sales, while 90% and more sales are achieved through e-e-mail marketing campaigns and other means.   

Why E-mail Marketing Is Crucial For Your Business

  1. E-mail users are forecasted to rise to 2.9 billion worldwide by 2019. (Source: Statista)
  2. Email has an average ROI of $38 for each $1 spent. (Source: DMA)
  3. An email has a median ROI of 122%, which is four times higher than other marketing formats, including social media, direct mail, and paid search. (Source: eMarketer)   
  4. In the U.S. alone, e-mail users are projected to grow to 244.5 million by the end of 2017 and by 2020 it’s expected to grow to 254.7 million.   (Source: Statista) 
  5. E-mail checking while watching TV or while watching a movie has increased by 69%, in bed by 57% and on vacation by 79% and are constantly increasing.  (Source: Adobe)
  6. Brands that personalize marketing e-mails receive 27% higher click rates and 11% higher open rates than those that don’t personalize. (Source: Experian)

The biggest plus being, you can apply your conventional landing page conversion techniques to your e-mail marketing landing pages as well.  

After having highlighted the data behind e-mail marketing, let’s see some best practices for creating e-mail marketing landing pages that actually convert.

1. Clear Call To Action

It’s a killer feature that helps generate leads and more. So make sure to come up with crisp CTAs liners,  no matter whether you are selling chalk or cheese online.   

And yes, use power words like “Click Here,” and “Go” in your CTAs.  But, avoid words like “Submit.” Why? According to some research, this word could reduce the conversion rate almost by 3%. 

2. Single Call To Action

Want to sell several things at the same time, such as home page, blog page, product page and more? But the fact is, it doesn’t work. If conversions are what you are looking for, you need to get your customer focused on a single task at a time. So use only single call-to-action if you are serious about conversions.  

3. Look The Looks!

It goes without saying that landing pages and e-mail should look the same. And this includes everything under the sun – be it font, color and the overall look and feel of the landing pages and the emails. This is a must because when the customers leap from the landing page to the email page they should instantly connect with your message and not make them think, Oh no! Where have I landed, and things like that. Your landing page and e-mails should offer a unified experience for users.

4. Build Urgency!

The element of urgency can help accelerate conversions drastically. You need to employ call-to-action words such as today, now, and more to get more clicks. It makes people take action, which is exactly what a call-to-action is supposed to do.

5. Avoid the Form Format!

Generally speaking, people don’t like forms so much. So avoid them, if you can. But then, if it seems to be an impossible task for you, make sure to include only a few columns. Overloading it with columns is a sure-fire way to put off your audience.

6. Social Proof

Social proof could be used as an involvement device, telling visitors that if they wish to enjoy the same benefits that are already available to other subscribers, they too need to be part of the e-mail list.    

The most commonly used social proofs are social media “likes”  or “subscriber counts.” Buffer leverages social proof for its blogs’ newsletter.

7. Always Test Your Landing Pages

Not just your e-mail marketing campaigns, even your landing pages should be tested time and time again to maximize your email’s success rate

And testing is not a big headache.  You just need to keep playing with key elements such as image, text, call-to-action to make sure whether or not they resonate well with the audience. 

In conclusion, we can say several factors come together to make e-mail marketing success. But then, setting up an email-centric landing page is equally important if you are looking at lead generations. Take into account the above best practices and you will be good to go.

Now, it’s your turn. Does your company use email-centric landing pages for e-mail marketing campaigns? If yes, how has been the experience so far? Let us know!

How To Optimize Your Newsletters For All Devices!

Ok, here we are: you have created an outstanding-design newsletter. You are on cloud nine and you look forward to sending your e-mail marketing campaign to all your readers in order to see the impact on your clients. Before clicking on “Send”, though, have you checked that anything is in order? I mean, is your newsletter readable on any kind of device? In other words… Are you sure that your newsletter is effectively responsive?

As we all know, the matter we are talking about is not of little relevance: even the best-designed newsletter has no value if readers can’t interact with it on every channel. As e-mail marketing experts, we can’t afford such a big mistake because we’d run the risk losing a part of our readers who, in a situation like this, would unsubscribe from our newsletter service.

The Facts Behind The Theory

As we already explained in our former article, e-mail marketing is the most favorite channel for communication with brands to our clients. Furthermore, sending newsletters is still the strategy that gives the highest ROI and for this reason, marketers love e-mail marketing so much. Again, eMarketer reported that 69% of Americans use a smartphone and Statista has predicted that by 2019 there will be five billion users worldwide. But we still find websites and e-mails that aren’t responsive when displayed on small screens.

There’s more. In their 2017 Global Mobile Consumer Survey: US edition, Deloitte stated that “all 264 million US users collective look at their phones some 12 billion times a day“. So why are so many brands failing to optimize their content for small screens appropriately? Broadly, we can break this down into three key elements: lack of resources (which includes budget and staff), finding time and technology limitations. In order to help you to crossing these barriers, here you can find some tips you might find precious!

How To Address Your E-Mail Marketing Campaigns At A More Granular Level

  1. Use short subjects (not more than 30 characters);

  2. Make sure you use a one-column design, so e-mails are scalable for all kind of screens;

  3. Use a 600px maximum width;

  4. The right font size is between 14 and 16 for tge main body and 22 and 24 for the headlines;

  5. Make sure that the CTA buttons are not too small: the minimum size is 44×44 px;

  6. Add alt-text to your images as some e-mail clients block images by default;

  7. Be sure that your newsletters are accessible to all your users;

  8. Make sure also your e-mail marketing landing pages to be responsive;

  9. Test, test and test again!

E-Mail Marketing and Users: E-Mails Are The Favorite Channel From Our Target – The Research

Today we talk about the research “Email Addiction Report” compiled by Email Monday, an independent blog edited by the expert Jordie van Rijn who, in this case, has examined – in collaboration with zettasphere – the answers 417 consumers gave. It is mainly about North American consumers sampled at random and representing all demographics. We think it is a very good chance to understand the trends in e-mail marketing

The research focused on how users – the ones who determine the performance of our campaigns – approach e-mail as a tool and what they think about e-mail marketing, a question that all of us who send newsletter campaigns have been faced at least once in our lives, right? Answers to this question can help us better understand both user behavior and their needs.

Mainly, the research by van Rijn answers to questions like these:

  • What reasons make people want to subscribe to our newsletter?
  • How do our readers feel about no-reply addresses?
  • What is the desired frequency for us to send our newsletters?
  • Is it easy to read e-mails on mobile devices?
  • What do subscribers expect after being signed up for our newsletter?
  • What is the favorite channel to get discounts and promotions?

The Findings From The Report

The crucial premise to better understand this research is the same we all from Kloudymail have been claiming for years:  to know how our readers interact with our communications and the way they feel about them, is the key to set up successful e-mail marketing campaigns.

1. People Check Their E-Mail Anytime, Anywhere

In the bath tube, on holidays, at the pub… Wherever they are, more than one-third of the interviewed people check their e-mail boxes. 77%, in particular, turn to e-mail when they are bored. 70% (take into consideration that the interviewed had the chance to select more options) check their e-mails when they are in bed or when they wake up.

2. “My Readers Don’t Interact With My Newsletters”… Maybe They’re Just Waiting For The Right Moment!

Why people subscribe to our newsletter, but then they seem to ignore anything we send them, even without unsubscribe from our lists? Good question… The majority states it’s not about the brand at all. 37% is just waiting for the right offer to start to buy again, and 24% is just expecting to buy from our brands again.

3. E-Mail Marketing Innovation: What People Want

What are the most disruptive e-mail marketing trends that our subscribers like too?  38% would like to receive e-mails including the product ratings, and 35% feel more engaged when receiving offers based on past purchases.  In other words, customers are looking for quality and relevance to help the decision to click.

4. How Often Do People Check Their E-Mails?

There are some pretty meaningful data: 28% is strongly addicted to checking their e-mails, and 65% check their inbox more than three times a day. These data confirm how e-mail marketing is still a strong channel in order to reach out our audience: as we already said, what is important is to know our customers very well in order to reach and involve them at our best.

By analyzing these data, we can say that there are high chances that an e-mail is promptly seen or read. When it comes to e-mail marketing, this fact is very interesting because it means that sending a newsletter just before closing down sales or the beginning of a webinar could be a very good idea. So, time counts in e-mail marketing, but this is not always true. It’s true that we are not so interested in the time our subscribers read our mail, but the time they act. Let’s make an example: it is more likely that people read the news in the morning and prefer to buy online in the late afternoon or in the evening, after work.

5. Reader’s Attention: How To Catch It!

Free shipping or a 5 dollars discount seem to be very persuasive: more than 2/3 think so and say they are encouraged to give their personal data in exchange for one of these bonuses. The research also shows that competitions or Prize Draws are still interesting to 31% of consumers.

People like a 5 dollar coupon more than a 10% discount. This is very interesting for deciding the gift to give to our newbies.

6. The Reasons For Not To Open Our Newsletters!

What are the main reasons for our subscribers not to open our newsletters? Almost 60% says that they don’t read a brand newsletter because they are not available or they don’t want to buy in a specific time. 44% explain they ignore the newsletter when they are particularly busy at work or something. But there is a reason strongly depending on us: the subject of the newsletter. When the recipient doesn’t like it enough, he won’t open our e-mail. In the same way, our subscribers don’t open the e-mails when our former newsletters were uninteresting or when they had a bad experience with our brand.

7. “Don’t Reply To This E-Mail”. How Does The Readers Feel About It?

73% of subscribers indicate that a brand indicating “don’t reply” doesn’t matter to them and 5% isn’t even aware that such practice exists. This doesn’t mean that our readers don’t want to answer our e-mails, but 22% of them prefer a different channel like a contact form or a chat. Generally speaking, we should find the best way for us to make our readers to feel involved: the more we encourage them to write to us, the more we will get their feedback.

8. Reading Newsletter On Mobile Devices

16% indicate that the frequency of trouble with reading is limited to once or twice a month and 54% can’t even remember when last having trouble reading email on a mobile device. Just 9% say to have trouble frequently. A part of our subscribers might have trouble with reading our e-mails on mobile devices, so we should make sure our e-mails to be as accessible as possible. Meaning: we have to keep focusing on mobile e-mail optimization.

9. Which Channels The Readers Prefer To Get Brand Newsletters

Email is the number one channel to receive brand news. It means that e-mail marketing stands above all other channels with 83%. Facebook is accepted as well, with 38% and the same goes for tv, with 23%. Remarkable is the top three all being direct media which can have a one-to-one character.

The E-Mail Marketing Strategy For The Winter Sales Season!

Each and everyone of us, when it comes to talking about shopping, look forward to the sales season with some impatience. The winter sales season have just begun and it presents itself bit like a boon: in December we got stuck in expenses between gifts, dinners and holidays and it’s time to tighten our belts a little. The sales season is also very important for the shopkeepers because it represents a very good chance to free the warehouses and fill them again in view of the summer season and obtain, albeit with a lower profit margin than the rest of the year, a fair injection of liquidity.

There are sectors that expect the sales season more than others because of the greater impact on turnover. Let’s think about clothing and footwear, for example. How many of us await the beginning of the sales season to buy the pair of shoes we spotted weeks ago or that sweater that we will use again for at least a couple of months? Many, probably. And the same applies to the shopkeepers: in the sector we mentioned, sales have a high impact on turnover and it is worthwhile taking full advantage of the moment, using all possible channels to promote sales, keeping customers up-to-date and encouraging them to visit our e-commerce or come visit us in our stores. A good strategy should be multi-channel and should, therefore, include our website, online adv, social and targeted e-mail marketing and SMS marketing campaigns

Let’s begin our trip!

The Newsletter For The Sales Season: Goals and Tips & Tricks!

Why is it recommended to send a newsletter to communicate the start of winter sales and maybe emphasize some of the most attractive products? We certainly do not have to tell you what the first goal is, because surely you know it very well: boost sales online, in stores or in both channels.

The Details to be included in the Newsletter for the Sales Season

First of all, we should remind our customers and potential ones of the start and end dates of sales, the chance to take advantage of pre-sale (you could reserve it for those who have the loyalty card of your store). Furthermore, you could include special discount codes to be used on your e-commerce. It is crucial, when planning an e-mail marketing strategy for the sales season, to create our target profile and send targeted messages with specific products: to give a simple example, if we sell clothing, we send our female customers a selection of our promotions for women and, if we want to take a further step, we could try to refine the message by sending the most suitable products according to age. In this way, we increase our chances to increase the interest and the involvement of the ones reading our message. 

The E-Mail Marketing Strategy for The Sales Season

As always, to be able to better target our message and to fully exploit the potential of e-mail marketing and SMS marketing, it is essential that our lists are of good quality. This means that they must not be bought, but you have to build your database with a good marketing strategy. Moreover, gradually we try to refine our strategy to collect as much information as possible on our contacts in order to better profile our target and send more targeted messages. All this is possible thanks to Kloudymail: with our platform, you can also send different messages depending on the “loyalty” of the customer: thanks to the user rating expressed by the stars we can see next to each name, we have the chance to set up targeted campaigns for the most loyal customers who always read us and to plan a different message for those who, for different reasons, have lost interest in our brand. In fact, the sales season is ideal for improving customer loyalty.

How To Set Up The Sales Season Newsletter

In addition to profiling contacts, it is very important to set up the message in the best way possible to get good results from our e-mail marketing campaign for the sales season. The subject of the newsletter is crucial: it must be catchy, encourage the opening of the email and contains “promises” that must necessarily be kept in the message (we do not announce discounts of 70% if our rebates “stop” at 50%). In addition, in the final step of sending the campaign with Kloudymail, we have to remind to check to have not written words that may be wrong to spam filters: it would be a pity to spend time and energy to plan the perfect message and then, for one or two words, see it ending in spam box. While promoting season sales, we should be very direct, informal and friendly in the subject of the newsletter: it is the best way to entice our customers to open our newsletter and browse through our proposals.

In our newsletter, we should show different products, being careful to avoid a confused jumble of items that annoys the reader and does not lead to anything. In a few words, we should give each of our proposals the right relevance within an ordered and understandable newsletter. For each product, add a beautiful image with the former and discounted price, a short descriptive text and a call-to-action (linked to a specific landing page or to the product page in our e-commerce) which could be, for example, “I want it!” or “Buy Now!”. If we do not have an e-commerce but we want to increase the number of customers in our store, we can still use e-mail marketing. In this case, we should avoid a text-only e-mail that announces the start of the sales: it is ok to communicate it, but it is certainly reductive and limits our chances of increasing sales. Try to free your imagination to catch the attention of those who receive your communication using images and a pleasant text while putting emphasis on promotions (if we can, we could give exclusive discount codes). In order to promote more products, a good idea is to use animated images.

In short, sending a newsletter for season sales requires attention but can give us great satisfaction. If you want to know how to create the perfect message with Kloudymail, do not hesitate to contact us: we are here to meet your needs!

Top 5 E-Mail Marketing Trends To Expect To In 2019!

As you know even better than us, the e-mail marketing and, more generally, the digital marketing landscape is always changing, evolving, innovating… This could seem alarming, actually it introduces new huge business opportunities. You could say that digital marketing gives you tons of ways to increase the loyalty of current customers and get potential new ones. It’s true. You should know that at Kloudymail, we are very proud to support business by providing helpful resources and the knowledge needed to thrive in today’s digital marketing challenges. This is the reason why are about to tell you why it is still worth it to invest your time and your money in e-mail marketing, one of the smartest investment you can make (also) in 2019.

Below we’ll discuss 2019 top trends in e-mail marketing. Embrace them, and you’ll stay one step ahead!

1. Simple Design!

The first big change we are about to see in e-mail marketing is related to design: a lot of e-mail marketing experts want to switch from visually rich newsletters to the plain text contents. Why? Probably because heavy images burden e-mails up to the point where some of our subscribers don’t want to open them. Against this background, it is surely better to go back to the good old text contents than being too pushy. Creating newsletters in this way means to craft e-mails in the way they are supposed to be: a digital version of traditional letters. Experts have found that email users prefer plain text over HTML style emails that are heavy in graphics because plain text emails resemble a personal message that would be more likely to be sent by a family member or friend. When companies send plain-text emails, they feel more personable, sincere, and less sales-oriented. Consequently, you will see an impact on your e-mail marketing ROI.

2. Personal Privacy Respect!

This is not a small matter as it could seem: as we already know, there are regulations – for example GDPR – that are going strong in the direction of more strict privacy policies of personal information. You could say that we are not speaking about e-mail marketing strategy. It’s true, but this is a crucial change to take into consideration when we are about to communicate anything to EU citizens.

3. Storytelling!

If you have read the previous points, you know that one of the top 2019 e-mail marketing trends will be the plain text contents that are fine to increase your audience’s engagement. Now, the use of storytelling is also effective to grab readers’ attention and impact on their buying behaviors.

What are you supposed to do? Nothing impossible: you should become more and more expert in crafting e-mail marketing messages that include a story at the beginning of the mail. In order to make the use of storytelling effective, you have to be sure to identify the right audience to target and segment. Stories have the power to maximize the e-mail marketing ROI potential and this is the reason why the storytelling trend is about to get stronger: also the best e-mail marketing strategies develop over time…

4. A More Casual Tone of Voice!

Millennials are set to overtake baby boomers as the largest consumer demographic in the next few years. Consumers and decision makers from the millennial generation are more laid back and less formal than their predecessors. In the past, marketers placed a strong focus on using a formal, rigid tone and voice in their e-mail copy. That is changing and will continue to do so.

As millennials become the CEOs of businesses and the largest pool of consumers in the market, marketers will need to adapt how they “speak” to their audience using e-mail marketing. Humor will become more commonplace. Marketers will become more playful with their e-mails. You’ll see more curse words used in e-mail marketing. And in general, the tone and voice of marketing e-mails will become more casual and informal.

To be sure to use the right tone of voice for your audience, try A/B testing a few emails to see which ones produce better results.

5. Mobile Optimization!

Ok, it depends on your customer base’s need and on your products or services, but you should know that mobile e-mail accounts for 22% to 77% of e-mail opens. Furthermore, Statista reports that the number of smartphone users worldwide will exceed 2.8 billion by 2020.

With so many customers reading e-mails on their smartphones, it becomes more and more crucial that your newsletters are mobile responsive, so recipients can easily view them on their mobile devices wit minimal scrolling and zooming. And we are not done here. Responsiveness doesn’t have to do only with smartphones, as more customers ore potential ones are using tablets to read their e-mails. As you surely know, the screens of smartphones and tablets have different sizes and this is why it is so important that your e-mails respond to all-sized screens and render in the best way on all devices. If not, you can wave engagement goodbye and see your unsubscribe rate to climb to the roof.

Mobile optimization is not a new process, but it is getting more important as the mobile usage trend is booming. To summarize this point, all you have to do is to go easy on images and videos, to use responsive templates (it’s a piece of cake to do that with Kloudymail and K-Bricks), and to pay attention to CTA buttons and make them larger.

Conclusion

We know, there are many takeaways in this article. It’s very important, maybe more than ever, to stay up to date with emerging trends, like the ones we have discussed in this article. It’s also important that you embrace the trends listed above in order to remain on the cutting edge of e-mail marketing. If you’ll decide to ignore them… you’ll become obsolete quickly and you will fall behind your competitors, even the weakest ones.

You could be thinking that e-mail marketing is one of the oldest strategies in digital marketing, but we can guarantee that it is not obsolete at all. On the contrary, it still has the power to make or break a business, so you better prepare for the incoming trends and leverage the state of the art tactics in this field. Using the strategies we have talked about, you could take the business to the whole new level and earn a lot more subscribers (and customers).

If you are interested in learning more about how you can boost your e-mail marketing activities or bring e-mail marketing in your business, do not hesitate to contact us!

5 Digital Tips For Your Communication During The Christmas Season!

Are you ready for Christmas? Christmas trees along the avenues of the cities, Santa Claus offering sweets to the kids, a bewitching atmosphere that spreads anywhere… For most of the ones running a business in the consumer market, Christmas comes along with the best sales of the year, but you can do much more than just sell during the holidays. As you already know, digital communication is crucial for the success of your business, and more than ever during the Christmas period. This is not a quiet period for the marketing and communications offices because the customers’ interest is sky high. But by planning ahead and scheduling your digital communication activities, such as newsletters and, more in general, e-mail marketing campaigns, you could spend the holidays without a care! Here are some Christmas tips you will take advantage of!

Make the Digital Door Pump Sing With Newsletters!

The time before Christmas is naturally excellent sales time, but also the days around Christmas are very important. On those days, people have time to browse online, they want to use the present gift cards, and are looking to change the wrong size sweaters and the second funny sweater.

How To Target and Cross-Sell!

As we already said a lot of times, e-mail marketing remains the best way to boost sales. There’s a tough competition for opens and clicks before Christmas so targeting a message as specifically as possible will probably win the race. We suggest you use marketing automation: when you know what the customer bought for Christmas last year, you can suggest products based on that. If you don’t, you will have to settle for using segmentation the best you can.

The days before Christmas are not the only days when people are avid for shopping, and many people check their emails on the days between Christmas and the New Year. You should schedule B2C newsletters about the selection of your web stores for these days as a drip campaign, or upsell and cross-sell. For example, “Did Santa bring an iPhone X? Buy accessories at a special Christmas price!” will probably work better than a generic mass message.

Remember Loyal Customers and Reward Them!

A gift is generally more appreciated than a discount or a promotion. Send a pretty Christmas gift email with a great offer, a gift or a Christmas drink invitation to your customers.

Open with campaigns and practicality

If you only do one substantial campaign a year, Christmas is usually the best time for that. Send a Christmas calendar campaign as an automated e-mail marketing campaign, use imagination in Christmas competitions, offer the opportunity to create wish lists to Santa and make a few come true, etc.

Are You Busy? Here Are Some Practical Tips!

Remember that even though Christmas is a magic time for many of us, it is also the golden age of stress. Think about how you could simplify the Christmas period for your customers: offer just the right presents and ideas as easily as possible, provide the presents pre-packed and delivered by Christmas day, and target your messages carefully.

Let’s make an example. Use headings such as “Order in 24 hours, you will receive in time for Christmas!” or “Buy today and still receive for Christmas”. Many fathers will be happy to receive a message listing the top 20 Christmas gift wishes of teenage girls or the best gift ideas for a wife or a girlfriend. Another good option is the message sent a day before Christmas Eve: “Haven’t bought your gifts yet: you still have time!”. And don’t forget one more reminder via SMS!

Don’t let the customers slip away: remember that they might appreciate your help in the hassle. If the customer has once shown interest in a best seller book but hasn’t bought it yet, you should remind him about a book in a few days – and offer a couple of other options from your store, maybe picking from the 2018 best sellers!

Using gift cards

Surprisingly many gift cards received as Christmas presents remain unused every year – and simultaneously the up-selling possibilities coming with them are left unused. Encourage using the gift card by sending an automated newsletter containing the gift card tips to the person who bought it. Urge them to tell the tips to the receiver of the gift or forward the newsletter after giving the gift. Send a reminder a few months before the gift card expires.

2. You’ll (Maybe) Take a Rest, Your Social Profiles Don’t!

Social media goes silent during the holidays so the active marketer stands out. Plan and schedule social media posts for the holidays if you are planning to take some days off.

If you are not supervising the situation and reacting to it, you should stick to simple, neutral and positive messages, season’s greetings, or elegant pictures with a nice atmosphere, nothing too controversial. Check that your messages are clear unless you wish to spend your holidays answering threads and clarifying the fine print on the offer.

3. Christmas Spirit With A (Content) Soul!

In addition to being an excellent time to sell, the time preceding Christmas is also a great chance to create great contents, build your brand and nurture customer relationships. Provide tips on how to use the leftover Christmas food, compile Christmas traditions from the old days, run a Christmas competition or write a festive story.

Christmas brings up a lot of emotions and excitement and you should make use out of it. This is the time to share the cutest pictures of office dogs with elf hats, create Christmas themed brand video or a Christmas song playlist on Spotify that represents you as a company.

Don’t forget to take advantage of the visuality of Christmas. The pictures of Christmas time and tips for the season are excellent material, especially for the more visual social media. Create tips, ideas or a beautiful image collection on Pinterest or launch a Christmas picture competition on Instagram.

Christmas is a good time to bring forth the softer side of the company. Do volunteer work, collect Christmas presents for the less fortunate, have an internal vote charity and donate the company’s Christmas present money to them. And, for sure, don’t forget to spread what you are doing!

Make Christmas Traditions Digital!

Many Christmas traditions can be transferred into the digital world. Don’t you believe it? Give gifts yourself and enable giving electronic gifts through your company, build a digital Christmas calendar, or compile Christmas tips on Instagram.

4. A Christmas Dress For Your Website!

Many web stores collect a lot of visitors on the days between Christmas and New Year but other sites are visited as well. If you expect a great number of visitors, change the layout into a Christmas themed one. If you anticipate a lot of sales during the Christmas days, check the front page, and schedule it to be full of offers. Needs are very different before and after Christmas, and if you plan to go on vacation for a long time, you should schedule a series of offers in advance so that the front page always stays interesting.

Christmas presents might bring on your site people who would not otherwise have become your customers. Be sure to recognize them immediately, and create an automatic campaign that turns these Christmas visitors into customers over time.

Usability is Always a Must, Especially on Christmas!

Holiday is a good time to take a look at your website with a critical eye. Can customers wait for your support for a couple of days or will they be instantly angry? The more extensive your customer service section is, the less there is a need for basic requests from the customers. Perhaps you could create product demos or add video tutorials for the users.

Think about that and make the best choice for your brand!

5. Automate The Customer Service!

Make sure that the customer is taken care of even though you yourself are bundled up reading your Christmas present books. Instead of leaving the customer wondering what happens after filling in the contact form, you should automate customer service by sending an introduction package of the products or the FAQ of your products, for example. At the same time, you might want to tell them when you’re back at work, and what to do if they are simply unable to wait.

Marketing and communications is an entity that can’t be separated. You can do it! You can manage any aspect of your digital communications effortlessly and automatically. Merry Christmas!