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 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.

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!

The New WordPress Plugin For The Lead Generation By Kloudymail!

Kloudymail presents its brand new WordPress plugin named Kloudymail Lead Generation. Kloudymail WordPress plugin is a very useful e-mail marketing tool that allows you to add a customizable newsletter sign-up opt-in form to your WordPress based website as a widget, linking it to one of the lists chosen by you among the lists saved in your Kloudymail platform.

This is just an introduction: let’s see together how you can use the brand new WordPress plugin for the lead generation developed by Kloudymail!

Kloudymail WordPress plugin

WordPress Plugin Developed By Kloudymail: What it Does

For sure, you are impatient to find out what the new WordPress plugin for lead generation powered by Kloudymail does. Here we are: it is a not-to-be-missed tool for all Kloudymail users in order to empower your performance and make your e-mail marketing activities even easier and faster. How?

  • You can create a customizable sign-up double-opt-in form to be published on one or more pages of your website;
  • Thanks to this form, your visitors will be able to subscribe to your newsletter and to accept to receive your messages, even the promotional ones;
  • The information you are going to collect through the sign-up form will be saved in your Kloudymail account, within the list you have previously chosen.

Yes, you have understood it right: the Kloudymail WordPress plugin supports the double-opt-in confirmation, and it is highly recommended to safeguard your users’ personal data and to be GDPR compliant. Furthermore, this solution ensures spam traps not to be added to the lists.

When it comes to unsubscription methods, it works exactly the same as now: you can add the unsubscription link in the footer of your newsletter.

One more thing, that sounds more like a suggestion: as you already know as a Kloudymail user, our digital marketing solution supports SMS too. Whether it is right for your communication strategy, you could decide to collect mobile phone numbers along with e-mail address, name, surname, and so on.

Kloudymail WordPress plugin

Frequently Asked Questions

We have collected some of the most frequent questions we have received since when we have announced in the first place the launch of the Kloudymail WordPress plugin. Let’s see some of them:

Can I add multiple subscription forms?

Yes, you can add multiple subscription forms to multiple pages linked to different lists.

When a user subscribes, will he be redirected to Kloudymail platform?

No, he will display only a message informing him the subscription was successfully saved.

Will my users receive a confirmation e-mail?

You can choose whether you want to send a confirmation email or not by using “Notify the user” checkbox (enabled by default).

Can I change the graphic of subscription forms?

Yes, you could edit form_style.css in /wp-content/plugins/kloudymail.

Kloudymail WordPress plugin

Kloudymail WordPress Plugin: How To Install

Now let’s talk about something more practical: how to install the Kloudymail WordPress plugin. It’s very easy and fast: search the WordPress Kloudymail Plugin in the WordPress plugin section (you can use both the website both the backend of your WordPress based website by adding a new plugin), download it and then activate it.

Alternatively, you could also follow these steps:

  1. Upload the plugin files in the directory /wp-content/plugins/ or install via WordPress plugins manager;
  2. Activate via plugins manager in WordPress;
  3. Go into Kloudymail>Settings and fill in the blanks (also reCaptcha);
  4. Now you can create your forms.

If you might need any help, do not hesitate to contact us: send an e-mail to help@wekloud.com and you will have all the answers you are looking for!

Kloudymail WordPress plugin

The Most Powerful E-Mail Marketing Words

In e-mail marketing campaigns some words work better than others. These words have the power to arouse curiosity and to engage our readers: they will be more interested in our website, our e-mails and our contents. Enhancing our customer’s engagement is a very good way in order to attract new other customers. How? Very easily: when people see that many others are interacting with our website, they’ll eventually feel the need to interact as well.

However, like we all know, there is a right and a wrong way to trigger our readers’ curiosity. First of all, we should always remind that customers have little trust in businesses, even less in the e-mails they receive every day and several times a day. So we need to find the right balance between our expectations and our customers’ ones. Here there is a list of some powerful words that are the best to use in our e-mail marketing campaigns for increasing engagement.

Personal Pronouns: How to Use Them in Our E-Mails

  • I: “I” helps writers and businesses to connect with the customers. When speaking in the first-person, we’re giving the customers the ability to see things from our point of view. This strategy is even more effective when coming from an expert’s point of view;
  • You: “You” puts emphasis on the reader. When we use the second person in our email marketing campaigns, we kinda bring the readers into the email;
  • We: “We” is one of the better pronouns to use because it can go two ways: “we” as in the business and customer, or “we” as in everyone at the business. “We” brings a lot of opinions together, which helps the customer believing to be a part of the team.

Words that Work When Used in Newsletter and DEM

  • Boost: When boosting something, we’re elevating it to a new level. For example, “X Ways to boost your productivity” sounds so much better than “X Ways to Increase Productivity.” Both are clear, but the former tells our readers they can do more than they’re doing right now;
  • Generate: “Generate” is the perfect verb to use in e-mails because it’s a familiar term in the business/tech/writing fields. It’s used to tell people to start doing something new: generating new contents, generating reactions and so on, it’s all up to us and our fantasy;
  • Guide: People are turning to self-service options more and more because they have no patience to wait on hold for seeing simple issues fixed. Using the word “guide” in an email tells readers that they should read this email if they want to learn to do something step-by-step;
  • Start: Few words are more actionable than “Start”. It’s self-explanatory, which is good for readers who respond more to clear email headlines. This is also a great word for new customers or leads who are on the fence about our product or service;
  • Organize: Organization is a crucial key for any business. People take advantage of all kinds of software to help them organize data and files. CRM software, for example, is all about organization. If we’re software providers, let’s use “Organize” to tell people exactly what our software does.

Trigger Adjectives to Use in Your E-Mail Marketing Campaigns

  • Free: “Free” is one of those words that will never go out of style. It’s not always easy to use “free” effectively because it can come off as spammy, but it’s one of those words that always grabs our attention, whether we’re reading or hearing it;
  • Guaranteed: “Guaranteed” implies confidence in our products, services, or whatever we sell. There is a definite clickbait vibe to “guaranteed” because everyone’s an expert online, but trusted businesses can take advantage of it without any fear to be contradicted;
  • Easy: “Easy” could seem a very easy word to use, but actually it is tricky to use properly because it’s very subjective. A business like ours might find something very easy because we’re experts, but if our base isn’t at the same level, it can run into trouble. However, people are always looking for an easier way, so if we’re using it with an understanding of who our base is, “Easy” can be extremely effective;
  • Powerful: Who isn’t looking for something “powerful” to boost their business? If we’re about to buy a product or service, we want for sure it works, but it’s not enough. We want sure we’re choosing the best product or service we ever bought. “Powerful” implies a product or service won’t just work, but it’ll work beyond expectations.

The Final Word…

The copywriting is absolutely critical for e-mail marketing. Using even just a wrong word can completely change the message we’re trying to send to our leads and customers. Emails from businesses have a hard time being interpreted as being anything other than spam. Making sure headlines are clear and are related directly to the content inside is imperative for businesses trying to get more responses.

This list is by no means the end-all-be-all list of effective words. There are tons more out there (use Google, a dictionary, or a thesaurus for help), but the final choice is up to us: we have to understand what words are the best to use for our audience. The key to do this effectively is knowing who our audience is and knowing what they respond to.

If you want to find out more about this or you want to know how to get more from your e-mail marketing campaigns, contact Kloudymail!

5 Tips on How to Improve Your Conversion Rate

Nowadays, each and every one of us has a ton of channels and tools for reaching a wide audience worldwide and get more customers and we should take advantage of it in the best possible way. Starting with our company website, specifically designed to attract visitors that could turn into clients, to show what we do and what is our best, and drive traffic, we should end the game by leading the visitors to engage our business, both by making purchases or choosing the services we are offering. Sometimes, though, this doesn’t seem working in the same way as we have pictured it. Ok, we could get a lot of traffic to our website, but the number of visitors taking the desired action is not rising enough. What are we supposed to do to increase our conversion rate?

Here you can find some tips to face (and win) this challenge: start now optimizing your conversion rates and turn your visitors into customers!

#1 – Keep Your Homepage Easy

How many times have you visited a website to find out some information and you have got put off by the homepage? This happens to every one of us, at least once in a lifetime. Some of us could have been stopped by the design, format, colors, or some other disputable features. For sure, we want to avoid this to happen on our website: to achieve this goal, we just have to keep the homepage simple. Meaning: simple to navigate, easy to find anything the customer needs and easy and fast when it comes to complete a purchase.

By simplifying your website, you could increase your conversion rate up to 200-250%, at least twice as many conversions as your website previously had.

#2 – Increase Your Page Speed

This could seem like a small thing, but the loading speed of our website pages is crucial. Everything in the world we are living in is so fast and the same should apply also to our websites. Web visitors have no time, they are impatient and are not willing to spend time waiting for our pages to load. In their way of seeing things, everything should happen as soon as they click the button. So, don’t’ forget to increase the page speed if you want to get more conversions. And when we say “speed”, we mean “speed”: a delay of just one second could result in a 7% conversion decrease. Imagine what a 5-second delay could do…

#3 – Include Testimonials

There are very few things working wonder like including testimonials. You could be wondering why testimonials work so well, and this is the answer: people want to feel safe and be sure they aren’t the first ones to try something out; they want to know that there are others who have tried it and that it worked for them. These kinds of evidence give people the right confidence to engage our business. So remember always to share testimonials from your satisfied customers and ensure the could be verifiable: if they are not, this could be counterproductive for your business. Make sure the testimonials are on your homepage too: this could make your conversion increase by 30/40% on average. In a few words, testimonials work.

#4 – Add Video Testimonials

We already know why testimonials are so crucial in order to increase conversions. If you wanna take a step further, share those testimonials as video: in this way, you will push your conversion rates even higher. People are more likely to believe a story if they have the chance to see the person who is telling the story, than if the same story is told by images and text. Some brands have seen their conversion rate increase by more than 160% after adding video testimonials to their homepage. So, what are your waiting for before trying it?

#5 – Be Mobile Friendly

Nowadays, most of the people navigate the internet using mobile devices (and the number keeps growing). This means that more than half of your potential customers are looking for products and service on smartphones and tablets. To be in line with their habits, you just have to optimize your website for mobile devices. To be mobile friendly is no more an option, it’s a requirement you can’t ignore.

By implementing a mobile-friendly design on your website, you can increase your conversion rate by 20%. Why haven’t you already done it?

These are Kloudymail’s tips to increase your conversion rate. It is never too early to adopt these tips and start to make your conversion rate increase!

E-Commerce and Abandoned Carts: How to Recover Revenue and Clients with E-Mail Marketing

If you run an e-commerce, for sure you know very well that products abandoned in online shopping carts take away every year thousands of euros. The abandoned items are on average 70% of online purchases. This is troubling, of course, but you should think about it as a huge opportunity. In a recent study, Business Insider estimated that about 63% of abandoned carts can be recovered, and that’s when e-mail marketing activities can help you in your e-commerce strategy.

When you have to deal with an abandoned cart on your online store you have to use the e-mail marketing automation features in order to make your work more effective. In other words, an e-mail series is better than just one e-mail!

To create the perfect abandoned cart e-mail series, you should considerate in the first place the reasons why your customers abandoned their carts. A research by UPS and comScore disclosed the five main reasons why customers abandon their online shopping carts:

  • Too expensive shipping costs;
  • Looking for better prices elsewhere;
  • Don’t want to create an account;
  • The preferred payment is not offered;
  • Some distractions made your customer forget to complete the order.

As you can see, there isn’t a one-size-fits-all email that will solve your cart abandonment issues. By sending a series of emails you’re able to customize your message and combine offers to win-back customers who could have left for different reasons.

We have selected three kinds of reasons and at the same time three kinds of e-mails to increase your abandoned cart recovery and boost sales for your store.

Abandoned Cart: Send a Reminder!

72% of clients that receive an e-mail for recovering their purchase, convert in the first 24 hours. So… you can’t waste any time!

After one hour your customer left your e-commerce, send the first e-mail. Be careful: this is not the right time for offering discounts because you could throw away your profit unnecessarily. While creating this reminder e-mail, include a picture of the product, a link back to the abandoned cart, and all the info you customers might need to contact you. Maybe your customer needs assistance or would like to ask you some questions: you could find out why he abandoned the cart, maybe because of shipping costs or other options you were not thinking about as a barrier.

abandoned cart reminder e-mail

Recovering Abandoned Cart: Free Shipping Offer

Shipping costs are the first reason why customers abandon items in their cart. If you’re able to offer free shipping on an order, do it on this email. For orders that don’t meet a minimum free shipping threshold, use e-mail marketing automation to cross-sell and boost customers to increase their order value to meet your free shipping threshold.

Huge e-commerce like Amazon attributes 35% of their revenue to cross-selling activities. Thanks to cross-selling you’ll be able to recover lost sales, increase your average order value, and increase your online store revenue.

How to? Don’t forget to send your e-mail within 24 hours; otherwise, you will run the risk to see a very good opportunity thrown away. In this e-mail, you can explain what makes your products unique or include what your loyal customers say about you, your products, and your service.

abandoned cart cross-selling

abandoned cart free shipping

Recovering Online Purchases: Offer a Discount

You have done everything we recommended you, but still no purchases? Probably, you have met a price-sensitive customer, and a discount could encourage him to conclude the order. It’s up to you to consider how much you’re willing to give up to make a sale. Generally speaking, abandoned cart e-mails that offer discounts of 10% and up and/or free shipping are the ones that recover the most sales. Once you’ve decided on a discount offer, try to add a sense of urgency. Combine these elements in your discount abandoned cart e-mail:

  • “Your discount expires on…”;
  • “This item sells out fast… “;
  • “Items in your cart are almost sold out”;
  • “Your cart will expire in 24 hours”;
  • “The items you choose are low in stock so we can’t hold your cart for more than 24 hours”.

abandoned carts: offer a discount

It’s a good idea to include in this e-mail a link to a short survey asking customers why they didn’t complete their purchase. Doing so you will get relevant data to further optimize your abandoned cart e-mails in the future.

Interesting, right? Try to create your marketing automation workflow to recover abandoned cart and let us know how it goes. If you need our assistance to recover the purchases your customers didn’t conclude on your website, feel free to contact us: together we will find the perfect formula for your abandoned cart e-mails!

A new feature for Kloudymail clients: the contact rating!

In order to keep constantly updated and satisfy more and more our clients’ cravings, the software for sending newsletter Kloudymail has now a new feature. Starting from today, Kloudymail provides a contact rating for each of your e-mail marketing contact, on a scale from zero to five stars.

Kloudymail contact rating, how does it work?

Starting from today thanks to Kloudymail contact rating, you can really know if your contacts are engaged in your e-mail marketing campaigns. The stars measure the subscribers’ engagement in terms of opened e-mails and clicks. Practically speaking, the more a contact is engaged in your communications, the higher is the contact rating.

A five-star contact, for example, is really highly engaged. Meaning, this recipient opens or clicks your e-mail marketing campaigns very frequently. Differently, a zero-star-contact is no more engaged in your e-mails for some reason: maybe your messages are not so interesting for this kind of user or maybe you are missing the target… Anyway, the reasons for a contact not to be engaged are a lot. You are in charge of sending re-engagement campaigns to win back the subscribers that haven’t opened your e-mails or clicked since a long time.

Kloudymail contact rating… at a glance!

Star RatingContact Activity
No engagement.

 Low engagement. This contact engagement in your e-mail marketing campaigns is not constant nor consistent.
 Medium engagement. Your contact engages with your e-mail marketing campaigns, but this engagement rate needs to be improved. Maybe your contact is just a new subscriber.
 Medium-high engagement. This recipient often opens or clicks your campaigns.
 High engagement. This recipient opens or clicks your campaigns very consistently.

What you can do with Kloudymail contact rating feature

The contact rating feature is very useful when it comes to your e-mail marketing activities. We are still working in order to set up the chance to segment your subscribers according to their rating.

In the meantime, we recommend you to export your lists (don’t forget that you can check the contact rating also in the exported files) and create new lists with only 4- or 5-stars users. You can reward them with targeted campaigns that offer promotions, discounts, or other precious rewards for their business. In this case, you can be sure that you’ll receive a feedback from them!

You can also choose to re-engage inactive subscribers who haven’t been active for a while. All you have to do is creating a list with low contact rating subscribers to re-engage them with your brand.

All new subscribers start out with a 2.5-star rating.

As you can see, Kloudymail team works hard every day in order to improve the software for sending newsletter and consequently your e-mail marketing strategies. Keep on reading our blog, other news will come soon!

Brands are in green: it’s Saint Patrick’s Day!

On March 17th, everything in Ireland turns green in order to join the celebrations of Saint Patrick’s Day. Patron of Ireland, St. Patrick is celebrated since the ninth century after Christ with parades, performances and celebrations based on Irish music, colourful hats and … a pint of Guinness!

Never the less, this celebration is not popular just in the Republic of Ireland, but also in all cities (and pubs!) around the world. For Saint Patrick’s Day everything changes colour: take a look at the Chicago River!

Every year, there is a new theme to be respected: during the procession, everyone can give their best in interpreting this theme and the marketing world does not miss the opportunity to join the Irish celebrations.

Someone has more creative and complex strategies and someone else simply changes the company’s colours for a day. Today we want to present you a gallery of the best advertisements dedicated to the celebration of Saint Patrick’s Day.

Who knows, maybe with a pint in your hand, you will find the right inspiration. Cheers!

What is the Marketing Funnel?

The Marketing Funnel is a journey made up of several steps, through which a user must pass before being defined as a “customer”.

To give a concrete example, we can think of all those times that, once chosen the product to be purchased, we look for it on the web, we inquire about the retailer’s price, we check journalistic articles describing it … These are all the steps that led us to purchase the so-called Marketing Funnel.

Let’s see then which are the steps that make up the marketing funnel:

1) AWARENESS – KNOW

The first step concerns the awareness that the user has that a purchase of a specific product can satisfy his/her own need. This first phase also refers to the importance of making oneself known and recognized. Having a blog, being on social networks, having a good ranking on Google are essential steps to make sure that a user can associate his/her needs with you.

2) FAMILIARITY – LIKE

This second phase refers to the capabilities of a product to be recognized among all its peers. It is important that people get to yourproduct/servicee and that they fall in love with it. There must be a certain feeling between you and your target: for this reason, you have to know your target in depth!

3) CONSIDERATION – TRUST

A mix of trust and credibility will lead the consumer to move towards one product rather than another one. Keep the word given, your target must trust you.

4) TRY

Give your customer the chance to try and fall in love with your product. Apple in this is definitely a master: it has transformed its stores into an amusement parks for computer lovers!

5) BUY

At this point the purchase will start. The temptation to skip the four previous steps to get immediately to the fifth one is really strong, but do not give in to the temptation! The step of the purchase will come naturally if you will have done the previous steps as you should have!

6) REPEAT – LOYALTY

I know, it’s not simple. But if you want your client to come back to you, you cannot afford any wrong steps and you have to work on all the different steps. Only in this way the sixth poit will be realized and a relationship of true loyalty will created with you.

7) REFER

In the era of reviews and evaluations, always encourage your customer to give you feedbacks (if you did everything right they will be positive!). We trust the reviews and, if your customer is satisfied, he/she will talk with relatives and friends: word of mouth still works very well, even in 2018!

The commitment to implement and to create a good marketing strategy is very high demanding. The positive thing is that, when you get in the right mood, it will also become incredibly fun!

marketing funnel

“Do what you love and you will not work a single day in your life”

Confucius