Monday, 30 November 2020

Understand Email Tagging: The First Step to Segmenting Your Audience

Understanding email tagging the first step to segmenting your audience

It’s no secret that sending personalized emails is the best way to make sure the right content gets delivered to the people who want it most. But to understand personalization, we first need to understand tags. 

But what are tags and how do you use them? Getting started with tags can seem a bit overwhelming at first, especially if you have not used them before or have grown your lists without tags.

Thankfully, there are several easy ways to update your list to utilize tags that will help you build deeper connections with your audience and ultimately grow your business.  

What is an email tag?

A tag is a label composed of a few words to help organize and classify your contacts. Think of tags as virtual sticky notes about a specific subscriber that tells you more about their interests, likes, and behaviors.  

Email marketing tags can be added automatically when a person takes action on your website, or interacts with your email, sign up form, or landing page. You can apply specific tags (or labels) to each of your subscribers to send more targeted broadcasts and trigger automated campaigns

How to organize email lists

There are numerous ways you can tag the subscribers on your email list. You can tag based on how they are connected to you and their behaviors and interests.

For example, Blog readers can be tagged by the type of content links clicked and subscription date. Customers can be tagged by the products they purchased, coupons used, and their location (city or zip code). Prospects can be tagged by the content they download, website pages visited, subscription date, webinar or event attended. Donors can be tagged by their donation tier.

What is the difference between an email list and an email tag?

An email list is a group of people who have opted-in for your emails because they have an interest in your content or products. You can set up one list and tag your contacts based on what you know about them. Or you can set up multiple email lists based on different sign up forms or landing pages.

The downside of having multiple lists is that you can have the same contact on different lists. For example, someone is on your product list because they brought a product, but they are also on a lead magnet list because they downloaded a piece of free content. If you send the same content to different lists, people on more than one list may receive duplicate contact.

But using one large list without tags can be risky, too. Without categorizing your subscribers appropriately you run the risk of sending irrelevant email content to some of your subscribers.

To avoid these mistakes, you can combine multiple lists into one list. Then apply tags to identify the people on your list based on interests, behaviors, and how they joined your list.

Remember: Tags let you send the right message, to the right person, at the right time (not multiple times) — so you can reap the rewards of sending a targeted email that will grow your business.

How to segment using tags?

Email segmentation divides people on your email list into different parts or segments based on their actions or behaviors. 

While there are many ways to segment your subscribers in AWeber, one of the easiest and most flexible ways to segment subscribers is with tags. You can search for subscribers who have a single tag, multiple tags, or any variety of tags. You can even search for subscribers who don’t have a specific tag.

To segment, apply a search filter to find a set of subscribers that have something in common. You can apply a segment to multiple lists or one list.  Watch the video below for step-by-step instructions on  a segment using tags.

Creating more targeted segments (or groups) of subscribers can help you achieve higher email open and click rates, better email deliverability, and more sales.

How to personalize your emails using tags and segments

Tagging lets you send highly personalized email content and set up segments that let you deliver the right message to the right people at the right time. In fact, segmenting your list with personalized content can increase your conversion rate by 760%. But how do you use this information to drive your email campaigns?

Let’s say you are a non-profit. You could identify who donated last year and who did not. Then, send an email to each group. You can create two different email campaigns: one for those that sent you a donation and the other that did not. The first email in the series warms up your audience based on prior behavior before asking them for a donation in the second email.

While segmenting your emails by two different types of donors may seem fairly basic, it can profoundly affect your donation totals. Let’s look at how this campaign could look:

Campaign #1: Sent to subscribers who donated last year

Email #1: Thank you for donating last year. I wanted to share how we used your money to change lives.

Email #2: Can you be a lifesaver again this year? Please consider donating.

Campaign #2: Sent to subscribers who did not donate, but downloaded a guide

Email #1: I wanted to share a new video on how we are changing lives with a new technology that is now available for free.

Email #2: Did you enjoy the video? Can you help us save more lives with a tax-deductible donation? 

The example above is for a non-profit, but the same principles apply if you sell products, services, or create content. 

5 ways to use tagging in your email campaigns

There are numerous ways to tag subscribers within AWeber, but five of the most popular methods are outlined below.

1-Categorize your subscribers into groups

You can search for anyone that meets specific criteria and tag them all at once. For example, tag subscribers who haven't opened an email from you in the past 30 days, anyone who clicked on a particular link, or those who joined  from a certain web form or landing page. 

If you have multiple sign up forms, you can apply different tags to subscribers when they fill out separate forms. This way, you'll know all the content they are interested in to send them the right message. 

Sign up forms tag and tracking fields

Related: How to tag an AWeber sign up form

If you add custom fields to your sign up forms or landing pages, you can collect additional information about your contacts' interests and preferences. For each custom choice, a tag is added to that person so you can send more targeted and personalized emails.

example of a custom form field

Related: How to tag a custom field in an AWeber sign up form

2-Trigger personalized campaign automations

Tags also integrate with AWeber’s automation platform, Campaigns, so you can trigger an automated sequence of emails to send to a specific segment. 

Let's say you're a food blogger who's planning a webinar on the vegan diet. When you create your sign up form for your webinar, make sure everyone who signs up to your list receives the tag "vegan-webinar." By tagging subscribers this way, you'll know who joined your list and what content they’re likely interested in.

When the tag “vegan-webinar” is added to your list, you can set up an automated welcome series to trigger to let them know they are registered and what to expect. Since you know these subscribers are also interested in vegan-related content, you can send targeted information about other vegan resources, like a few free recipes to keep them engaged in your welcome email series.

3-Send personalized content in a broadcast email

After the webinar is over, you can send a one-time broadcast email to tagged subscribers with more content. Simply search for subscribers with the tag “vegan-webinar” in Manage Subscribers, create a new segment, and send.

Vegan webinar tag search

Share an invite to download another bonus incentive, such as a vegan meal plan or promo code to purchase a recipe book. Add as many emails to your campaign as you need to maintain regular communication. Your subscribers will remain engaged with content they’re interested in, and you can nurture them to become loyal customers.

4-Create multiple campaigns in a single list

With Campaigns, you are not bound by a single automation series per list, and you can apply tags at any point during a sequence. Create multiple campaigns in one list, and trigger them with specific tags through AWeber web forms or landing pages.

When subscribers are tagged with a new tag, they'll receive the appropriate campaign, even if they're already subscribed to that list. Below, we'll walk through when this might be helpful and how to set up tags to trigger your campaigns.

Here's an example of when this concept might apply: delivering multiple lead magnets but keeping subscribers on one list.

Let’s say you’re collecting subscribers on your food blog using a lead magnet, the Paleo Quickstart Guide. 

These subscribers would be added to your list and entered into a Welcome Campaign. As you can see below, this campaign will be triggered by a tag ‘paleo’ associated with the web form you used. 

Tag applied for paleo
Close up of Tag applied tag form

Let’s say every six months you also run a 30-day Paleo Challenge. This is a lead generation effort to get people on your main list through other means. It’s built for new leads, but you want existing subscribers to be able to opt in, too.

Let’s do it with Campaigns!

Create a second campaign titled “30-day Paleo Challenge.” Trigger this campaign on a specific tag called “challenge.”

Tag applied for challenge
Tag applied close up form

Load up the emails you plan to send during the challenge.

Now, we simply need to attribute this tag to any signup form or landing page that promotes the challenge.

Direct your current subscribers to the landing page or form, and if they enter their email address, they’ll immediately receive the same series as prospects.

Have a new lead magnet? Running an email course? This method will apply. You no longer need to spin up a new list every time you need to deliver a new series.

5-Tag on click automation

You’ve written a compelling message, formatted it perfectly, and crafted a high-converting email. You’ve loaded it into your automated campaign, and some leads and sales start rolling in.

But more probably could. 

Making sure your subscribers who open (or didn’t open) your emails receive the perfect follow-up is key to keeping your prospects moving towards a purchase.

Tag subscribers who open your messages in Campaigns, opening up new opportunities to segment subscribers, trigger automated re-engagement emails, and build the perfect marketing funnel.

Tag your subscribers “opened-second-email” if they open the second message.

Campaign if opened-second email

But if they don’t open your emails. You can set a wait time of three days and then apply a new tag: “send-to-non-openers.”

Apply new tag "send-to-non-openers

Create a campaign that is triggered when a subscriber has the tag “send-to-non-openers” but does not have the tag “opened-second-email.” 

Delivering a new campaign to subscribers after that three day wait time if they didn't open the second message.

Campaign when tag "opened-second-email" is applied.

You can also create a variant of this to send a custom email to subscribers who did open the second message, simply by setting your trigger criteria to include the tag applied after the wait and the tag applied for opening the second email.

Keep engaged subscribers happy by delivering more useful and contextual content, and re-engage non-openers with the perfect follow-up message at the right time.

How to make an email tag with AWeber

There are multiple ways to apply tags to your subscribers. Below are some of the most common options.

Bulk tagging: Update on Import

If you have a number of subscribers, you want to tag all at once — you can tag the group of subscribers all at once with just a few clicks.

Using bulk tags, you can apply labels to your subscribers to group them by interests or behavior. 

Go to the Subscriber tab and select “Add Subscribers.”  On the "Map Subscriber Info" step, you can select if you would like to add only new subscribers to your list or update new and existing subscribers.

Update on Import Map Subscriber Info

Selecting "Add new and update existing" allows you to edit your existing subscribers' data in bulk. You can use this function to add new tags or update custom fields and subscribers' names.

You can also bulk tag your subscribers and add them to an automated email campaign. The video below shows you the easy step-by-step process.

Apply tags in a sign up form

When building a sign up form, create and add a tag to ensure it's applied to subscribers who opted-in to your list. You can add any tags to the form in the "Form Automation" box on the form builder's left-hand side.

Tag automation form for sign up forms

You can also build your form and apply tags to subscribers based on information they select in a custom field.

To send specific subscribers an email, create a new segment in Manage Subscribers based on the tag. Create your broadcast email and send it to your new subscriber segment.

Apply tags in landing pages

AWeber’s landing pages are a single web page that lets you promote your newsletter, promote a product or service, or offer a downloadable resource. 

Easily apply tags to subscribers who sign up through the form on your landing page to track where they signed up, trigger specific campaigns, and help segment your list to send targeted broadcast messages.

When you are on the form in the landing page builder, select the Submission tab to add any tags.

Landing page form to add tags

Apply tags through an integration 

Want to know what your customer purchased so you can send them similar products or discount coupons? Providers like Shopify, WooCommerce, PayPalClickbank, ThriveCart, 3dcart, and DirectPay allow you to easily add your customers into your AWeber account and tag them, so you know who purchased from you.

AWeber’s WooCommerce and Shopify integrations even allow you to apply unique tags for each product your subscribers purchase or left in their abandoned cart. 

More pro tips on tagging

We only scratched the surface of all the cool things you can do with tags and segmentation. 

If you are ready to learn more about segmentation and tagging, there are two AWeber resources that I suggest you check out:  23 Ways to Tag and Segment your Subscribers and 16 Ways Email Segmentation Can Boost Subscriber Engagement + 4 Bonus Ecommerce Segments.

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7 habits to refresh your focus, stay motivated and battle burnout

No one could have predicted everything that happened in 2020. However, one thing we can all agree on is that the only way out is through overcoming these challenges.

We pivoted quickly when plans changed, and we innovated by adapting the way we work. We also had to practice patience in order to learn from the unknown. Now, many people in the workplace are approaching almost 10months of work from home life— so it’s reasonable to expect some fatigue and lack of motivation. 

We could all use some new tactics to re-energize us and give us a boost. So we connected with our team members across the Sprout organization to learn what new habits they’ve picked up to stay focused, motivated and battle burnout. 

Read on to uncover our team’s proven practices to refresh your focus.

1. Practice mindfulness and take time to walk away from your screen

It’s easy to spend more than half our day in the same place, with the same view, sometimes doing the same thing. Taking a moment to step away from the screen and practice mindfulness helps us refocus and provides many other mental health benefits. This is what Noah Navas, a Customer Development Account Executive across the pond in the Dublin office, had to share on the subject:  

“I keep motivated by looking into additional projects and challenges I can take on, whether that’s reading, swimming in the Irish sea, at work, through additional professional training, workouts/runs, or getting creative with different ways to catch up with people during lockdown. It fills my day and I find more solace when I’m depleted, knowing that I made little achievements after each one.

However, the most helpful change I’ve made is taking breaks to be present. Meditating, coffee-walks and dance breakouts are some of my favorites ways to take time away from my screen.” 

2. Play positive background tunes to jam to

Some days are busier than others, especially when you are cranking away or have a deadline approaching. How do you turn up the dial on your work productivity and make a busy day more enjoyable? Jamie Dalton, Strategic Services Consultant, shared some advice that might just do the trick.

“It’s normal to feel work from home fatigue after more than eight months of working out of your ‘home office’. There are a few things I do to stay motivated and energized, but finding the right music for the day is the most fun. When I’m not in customer meetings, I put on my favorite tunes to stay focused. Having an upbeat playlist and new tunes to jam to makes my day and work more enjoyable.”

If you’re interested in work from home tunes for your day check out Working From Here: A Sprout Social Playlist, a playlist designed to keep you focused, energized and engaged—no matter where you’re working from. 

3. Become 1% better each day and leverage that momentum

Making tiny adjustments today in your work, relationships, hobbies, and personal life will add up to something more significant if you keep at it. Motivation and momentum work hand-in-hand for Ben Lawrence, Enterprise Account Executive. 

When I lose focus or motivation, I’m usually getting stuck or wasting energy. I build momentum by experimenting with a variety of things outside of work; for example; running, painting, fly-fishing, fantasy football, gardening…I’m starting to sound like my dad. The small improvements here give me overall momentum. Taking a step forward (sometimes literally) each day helps me build momentum and motivation.

I’m inspired by the people around me: mentors, leaders, peers, friends, artists, podcast hosts, athletes. It’s important for me to spend time with people who I can bounce ideas off of and talk to in order to gain perspective, insight, inspiration and motivation.”

Practicing the art of continuous improvement can change the trajectory of your life. If you chose to make daily choices to get 1% better each day in a month your life will be different. 

4. Get back into an active routine 

It is no secret that being active has a plethora of positive benefits on our mind and body. But it’s much harder to be physically motivated when you are spending double the time in the same vicinity of your favorite comfortable couch. Creating consistency with your exercise routine can be a challenge but offers many rewards. Joe Huber, Customer Community Strategist, shared a similar sentiment. 

A huge loss for me was access to the gym at work. We have so many great amenities in the Sprout office that encourage us to be healthy. Working out helps keep my energy levels more focused. Since working from home, I have found a new way to stay consistent with my workouts and that’s helped keep me motivated and feeling clearer.

5. Utilize your tools and resources 

The tools we use to do our jobs day to day can also foster focus and motivation. Olivia Jepson, Social Media Specialist, offered some focus providing tips inside the Sprout Social platform itself. 

While I’m working from home, I try to be creative and recreate my office rituals. I find that when I’m able to step away for a brief period of time I am able to stay productive, creative and motivated. I spend a fair amount of time inside Sprout as well and found these three tips are great for allowing me to stay focused, productive and not overwhelmed. 

  1. Focus mode in the Smart Inbox/collapsing filters is a great way for me to stay on track and not get distracted by other tabs and tasks. Shown below is an example of using filters to focus on one platform at a time.
  2. Chatbots are a great way to save time for the inquiries I receive on a regular basis and also gain general context around what our audience needs before I respond to them.
  3. The mobile app is great for staying connected and focused on the go. I never feel like I’m stranded if I’m away from my computer and I need to complete a task, respond to a message or publish something timely. It’s easy to get your work done without adding another task to a long to-do list.

Interested in learning more about our all-in-one social media management tool? Request a demo and take a tour.

6. Try a established methods: The Pomodoro method

Why not give an established and proven time management method a try? Developed in the late 1980s, this method uses time-blocking to increase productivity. To give it a shot, you’ll do focused work  for 25 minutes and follow that with  a five minute break. Aisha Quas, Communications Specialist, shared how this works for her.

“The Pomodoro method is incredibly helpful when trying to stay focused on a single task. The idea is that you only give yourself a certain amount of time to work on one thing and by the end you see how much you were able to accomplish in that span of time. This is especially helpful for repetitive tasks that seem to drag on. Time-boxing work into a digestible time-frame can trick the mind into focus mode—you’d be surprised how much you can get done in 25 minutes vs. an hour!”

7. Sprinkle in some refresh days

With the disruption to the travel industry and the need to stay home, it’s easy to let vacation days be forgotten. However, it is more important now than ever to incorporate some refresh days into your schedule. Whether you decide to explore a new local area or just take the day off to slip away from your screen, these days offer a much needed break. Liz Dotson, Agency Customer Success Manager, has been finding a perfect balance between work and adventure.

This summer I was really lucky to have the opportunity to explore a large amount of the Midwest. We took short weekend trips to Michigan and Wisconsin, enjoying the fresh air and nature but also not venturing too far from home. It was nice to escape my apartment and the city to be around fewer people and switch the dial on my thinking. A few days here and there also did not disrupt my momentum at work but rather accelerated it—I always felt better and motivated to get back into it.

In short,  the stress of preparing for PTO shouldn’t overshadow your ability to recharge and enjoy a vacation. In the wake of the pandemic, remote workers need more help than ever when it comes to disconnecting and creating space for time off. If you are looking for a smooth transition into some PTO check out 10 simple steps for a smoother work vacation (with template)

Practice self-care this holiday season

With the holiday season upon us, be sure to take care of yourself. Whether that means diving into a new hobby, taking some much deserved time away from work, practicing mindfulness, or diving into productivity, do what you need to feel refreshed. Give yourself permission to try on something new.

 

Looking for more resources?

 

This post 7 habits to refresh your focus, stay motivated and battle burnout originally appeared on Sprout Social.



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Wednesday, 25 November 2020

20 Holiday Email Subject Lines to Inspire Merry Messages

Holiday Email Subject Lines to Inspire Merry Messages

The holiday shopping season is in full swing! And that means everyone's on the lookout for the best deals from brands they love.

But shopping may look a bit different in 2020 than it did in year's past. Instead of shopping at brick-and-mortar shops this year, many could turn to the internet as their preferred shopping method.

In fact, many holiday promotions have already begun. And people are already scouring their inboxes for the best offers.

So how can you compete for attention in subscribers' inboxes this busy online shopping season? Try adding a dash of holiday cheer to your emails!

To inspire your own merry messages this holiday season, we pulled together our 20 favorite holiday email subject lines from real brands. Plus, get tips for writing your own festive subject lines.

How to write festive subject lines for holiday emails

Make sure your emails stand out in a crowded inbox this season.

Whether you’re running a special promotion, or just want to send a little holiday cheer, don’t miss this lucrative opportunity to connect with your subscribers.

Here’s our checklist to make sure your next email subject line is holiday ready:

Highlight your offers

Everyone loves savings. If you're running a special sale, make sure to highlight it in your subject line.

Offering email subscribers a special gift or promo code is a great way to engage them during the holiday season.

But your gift doesn’t have to have a cash value to be successful. Why not gift them your latest ebook or video course? Learn more about creating incentives people love.

Understand your subscribers' pain points

It's much easier to know how to gain your subscribers' attention when you understand their pain points. In creating your offer and holiday email messaging, consider the following questions:

  • Who are your subscribers shopping for? For themselves or for others?
  • Are your subscribers strapped for time?
  • What do they need help with this season?

When you understand your subscribers' pain paints, you can position your offering as the solution. Not sure where to start? Learn how to find your customers' pain points.

Bring the holiday cheer

Getting a little "punny" or referencing Classic Christmas sayings is bound to bring a smile to anyone's face this time of year. Here are some ideas to make your subject lines extra delightful.

  1. Puns. They're fun to write and fun to read. Almost guaranteed to make your readers feel a little more joyful, puns are a great way to bring some humor to your subject lines. Case and point: I laughed out loud reading subject lines #5 and #8 below. Get more punny inspiration over at this list in Country Living.
  2. Classic Christmas references or songs. Who doesn't love Christmas music this time of year? Reference common sayings or pop culture in your subject lines for instant recognition that your email is related to holiday savings.
  3. Emojis. Give your holiday email subject lines some extra flair with emojis. We found that 6.9% of subject lines use emojis, so including one could be the difference that makes you stand out in the inbox.

Use power words in subject lines

Some words incite more action from readers than others. In fact, the next time you want to see major engagement from your subscribers, try using one of these 8 power words:

  1. Now
  2. You/Your
  3. Thanks
  4. New
  5. Easy
  6. And
  7. Free
  8. [Insert subscriber's name here]

Learn more about the most powerful words to use in your email campaigns.

20 inspiring holiday email subject line examples

Get inspired by these 20 holiday email subject lines from real, recognizable brands:

  1. Instacart: Check-off your holiday shopping list with Instacart gift cards
  2. Toms: Your holiday style guide 🎄 | 35% off ends tonight
  3. Francesca’s: Last Chance To Get It Under The 🎄 for 50% off!
  4. Groupon: Holiday stress? How ‘bout a nice massage?
  5. Bed Bath & Beyond: 🎁 5 most-wanted gifts at prices YULE love.
  6. Dollar Shave Club: This gift is great for people with follicles
  7. Drybar: ‘Tis the season for blowouts!
  8. Michael’s: Happy Haul-days! Fill your cart with daily deals 
  9. Trek Bicycle Store: Win the holidays with our best-loved gifts
  10. Wine Insiders: 40% off to get ahead of the holiday rush
  11. BroadwayBox: A cure for your post-holiday blues
  12. Target: 2 days ‘til Christmas & still need to shop? We can help.
  13. Paper Source: Wrap up your holiday shopping 🎁
  14. J. Crew: Image a world where all your holiday shopping is done early…
  15. M.Gemi: Shimmer or shine? 4 shoes to glam up your holiday
  16. Greetabl: Consider those stockings STUFFED
  17. Decorist: Alert: the holiday season is here, is your home ready?
  18. Bombas: Merry, Bright, And So Colorful
  19. Karma Baker: Still need a pie for Thanksgiving?
  20. JetBlue Vacations: The Black Friday Sale: Up to $400 off

Want to add more holiday cheer to your emails?

When you sign up for AWeber Free, you'll get access to tons of professionally-designed holiday templates — making it easy for you to spread some holiday cheer this season.

The post 20 Holiday Email Subject Lines to Inspire Merry Messages appeared first on AWeber.



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Resources for social media advertising & paid social

Tuesday, 24 November 2020

Snapchat is ripping off TikTok — the cycle is now complete


As surely as the student succeeds the master, the cannibalized social media service shall, in turn, cannibalize another. It’s the axiom of social survival in the ongoing battle for the attention of the Youth. What did the Youth love before? Snapchat. What do they love now? TikTok. So now Snapchat’s ripping off TikTok. Introducing Spotlight 🔦 The best of Snapchat. Sit back and take it all in, or submit your video Snaps and you could earn a share of more than $1,000,000 a day. Happy Snapping!https://t.co/U7eG7VNJqk pic.twitter.com/mxGWuDSdQk — Snapchat (@Snapchat) November 23, 2020 Well okay, I’m exaggerating a little. Snapchat’s goal…

This story continues at The Next Web

Or just read more coverage about: Snapchat

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How to Create a Winning Call-To-Action on Your Sign Up Form

How to create a winning call-to-action for your sign up form

You’ve poured your heart into creating the perfect incentive to attract subscribers and build your email list. Now the only thing between you and greatness is your sign up form call-to-action (CTA).

While there are several key components that go into creating an effective sign up form, one of the most critical is that little button that screams, “Click me!"

Your call-to-action (CTA) button is the last step that stands in the way of having a thriving email audience.

When building an email audience, your sign up form CTA can make or break your chances of converting website visitors into email subscribers.

Your sign up CTA carries a lot of weight in the decision to subscribe, so it’s important to avoid taking shortcuts and apply the following best practices.

What makes a good sign up CTA?

Creating an effective sign up form is easier than you think. Here are some best practices to consider when writing the CTA for your sign up form.

Button Size

The size of your CTA button has an impact on its ability to convert visitors into subscribers. Does it get noticed right away? Make it big and easy to see or click.

Remember, many people will see your sign up form on a mobile device, which means a lot of people will be clicking your CTA with their fingers instead of a small cursor.

Button Color

Color can have a potentially big impact on whether someone subscribes. Red buttons tend to convert best, followed by green. But regardless of what works for others, make sure you stay consistent with your brand. Don’t use a color that clashes with the other colors of your website.

Also be sure to use a color that contrasts with what surrounds it. You want it to be clear that it’s your sign up form CTA button.

Copy Length

Keep the copy on your CTA button brief and easy to read. If your potential subscriber can’t quickly read it and decide to take action, you’re likely going to lose them. Try to keep your copy to less than 40 characters in length.

Voice & Tone

Your CTA button should align with your overall brand voice and tone. Consider your ideal audience: How would they respond? How would your CTA make them feel?

The key here is to write in a way that feels human and authentic. The usual “Submit” or “Sign up” copy feels dry and – dare I say – robotic. To bring some personality into your CTA copy, try using informal, humorous, or more common language like “Count me in” or “Let’s do this.”

Descriptive Language

The way you phrase your CTA copy can have a significant impact on its ability to convert your visitors into subscribers.

The text on your CTA form should take one of two approaches: relate to what your new subscribers are about to receive, or what action you want them to take.

Let’s talk about the first approach: making the copy relevant to what they’re about to receive. If you’re giving away a free ebook for subscribing, for example, your CTA button could say, “Send me my ebook!”

It’s tempting to try to entice people with offers of “free” stuff. But sometimes using the word “free” isn’t always better. Be sure to test this against something that doesn’t use the word “free.” (More on split testing later in this post.)

Now let’s look at the second approach: making the copy relevant to what action you want your would-be subscriber to take. There seems to be a negative stigma around using the phrase “Click Here” or something similar. However, in many instances, the phrase continues to outperform its counterpart.

In fact, CopyBlogger tested this approach and found that using “Click to continue” produces a click-through rate of 8.53% while “Continue to article” only produced a click-through rate of 3.3%.

First-Person Language

Using first-person language, such as “me” and “my,” can help your subscribers feel a sense of ownership of your offer. Since it makes it seem as though the incentive you created was made specifically for them, it can increase the chance that they will sign up.

Our own tests at AWeber have found that using first-person possessive words like “my” and “me” is an effective way to increase conversions. In one case, using possessive language on a CTA button increased clicks by 90 percent!

Oli Gardner from Unbounce also found this to be the case in a test he ran: “Get my free ebook” versus “Get your free ebook.” The CTA with the word “my” resulted in a 12.76% click-through rate, and the one with “your” produced a 8.85% click-through rate.

Urgency

There are several ways to create urgency with your potential subscribers. Offering something for a short amount of time or creating scarcity with a limited supply can be a great motivator for action. Yes, FOMO (or fear of missing out) is real, and it’s powerful.

So if you’re offering a webinar or a course, stress that there are limited seats in your CTA button to increase the feeling of urgency. Or if you’re offering a discount or special pricing on a product, emphasize the limited-time nature of your offer.

Exclusivity

You know that feeling you get when you go somewhere for the first time and everyone treats you like royalty? Feels pretty good, huh? First-timer offers or deals are a great way to motivate potential subscribers to sign up – and get a taste of what your business is all about.

To add exclusivity in your CTA form, try including a special offer for new subscribers.

Examples of effective sign up CTAs.

With those critical elements of an effective sign up form CTA in mind, let’s have some fun by dissecting a handful of sign up form CTAs to see these principles in action.

Related: 16 Proven Sign Up Form Ideas to Grow Your Email List

TOMS

The first example of an effective sign up form CTA comes from TOMS. Most people know TOMS for their philanthropic, giving nature: for every product you buy, they help a person in need (which they refer to as their One for One program).

When you first visit their website, you’re presented with this pop up form, offering you 10 percent off your next purchase when you subscribe to their email list:

TOMS Sign Up Form Call to Action

What makes this sign up form CTA so effective?

There’s a lot to like about this sign up form, but we’ll specifically look at the CTA button, since that’s what this blog post is all about. Let’s run through our checklist to see what stands out about this CTA button:

Size: The button itself is very large and the text is done in all caps giving it an even larger appearance. There’s no way you can miss it.

Length: They kept the text to 17 characters, well below the 40 character goal.

Voice/Tone: The voice and tone TOMS is going for here is inspirational, which aligns very well with their brand and philanthropic efforts.

Color: Green FTW!

Descriptive language: While the CTA copy doesn’t specifically reflect the 10% discount you’re getting by subscribing, I think by focusing on the TOMS cause, they’re encouraging their subscribers to become part of something bigger. Being part of a cause while saving on some TOMS shoes gives you a pretty nice feeling, doesn’t it?

Exclusivity: Notice how the discount is given to those who make their first purchase. This is a great way to entice visitors who might be on the fence about buying to just go for it.

Marie Forleo

The next CTA example comes from entrepreneur and author Marie Forleo, whose website is dedicated to helping people become who they most want to be.

Marie offers her website visitors a free audio training to help you learn some simple ways to accomplish your dreams. Let’s check out the CTA:

Marie Forleo Sign Up Call to Action

What makes this sign up CTA so effective?

Marie’s doing a lot of things right with her CTA, so let’s break it down:

Size: Even though the size of the CTA isn’t as large as other CTAs I’ve seen, it is still easy to spot and click (or touch on a mobile device).

Length: She kept her CTA length nice and short at 10 characters.

Color: While she’s not using one of the better-performing colors (according to industry best practices), her CTA does have good contrast against the lighter background and aligns well to the branding on her website.

Urgency: Although there’s no limited time or availability with what Marie is offering, she creates a sense of urgency by using the word “now” in her CTA.

Nerd Fitness

Next up is Steve at Nerd Fitness, a website dedicated to helping “desk jockeys, nerds and Average Joes” — sounds a little like me :) — get healthier and fitter and feel better about themselves.

One of the many resources Steve offers his website visitors is a free ebook called 15 Mistakes Newbies Make When Trying to Get Healthy.

Nerd Fitness Sign Up Form CTA

What makes this sign up form CTA so effective?

I really love how well his sign up form matches his website design and brand. Let’s take a look at his sign up CTA and see what’s working:

Size: The button itself is small, but on mobile it is actually easy to touch on the screen.

Length: At only seven characters, this is by far one of the shortest CTAs I’ve ever seen.

Voice/Tone: Although it’s short, the CTA copy reflects his voice and tone, and speaks to his ideal audience.

Color: While it aligns well with the branding of his website, there’s not enough contrast between the button and the background, making it hard to see for the website visitor.

First-person: Great use of first-person language.

Exclusivity: Using the phrase “I’m in!” creates a sense of belonging, like you’re now part of an exclusive VIP group.

Not Your Average Runner

And finally, let’s look at Jill from Not Your Average Runner, a website that provides women with training and resources to start or improve their running so they can feel good and stay in shape.

Jill offers her website visitors a free 6-week training plan to help them get started with running:

Not Your Average Runner Sign Up CTA

What makes this sign up form CTA so effective?

Let’s have a look at what makes Jill’s sign up CTA so good:

Size: First off, the CTA is large and noticeable. You can’t miss it!

Length: She stays within the ideal length with 30 characters.

Voice/Tone: The voice and tone she uses reflects her own personality, and is perfect for her ideal audience.

Color: This CTA certainly pops, and that’s because she the pink button against the white background adds good contrast. Plus, it matches the overall branding of her website.

Descriptive language: You know exactly what’s going to happen when you click the CTA button.

First-person: She incorporates “my” into her CTA copy to help her subscribers feel ownership of the training plan they’ll receive.

Split testing for greatness.

With any of these elements I’ve covered, it’s important to test them. After all, what works for one marketer may not work for another. You never know if you’re using the most effective approach unless you’re testing it.

To help you do so, here is our guide to split testing your sign up forms.

Start creating effective sign up forms.

Don’t take shortcuts when it comes to your sign up form CTA. Be sure to apply the principles outlined above and you’ll start seeing your email list grow in no time.

Also, be sure to check out our eight ways to improve your call-to-action copy to get more subscribers, as well as 16 proven sign up form ideas to grow your email list.

What have you done with your sign up form CTA that have worked for you? Share in the comments below!

The post How to Create a Winning Call-To-Action on Your Sign Up Form appeared first on AWeber.



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Think big, shop small: How to rev up your small business holiday marketing strategy

The events of 2020 have been far from kind to small businesses, with some reports estimating 25-36% could close permanently as a result of COVID-19. In hopes of salvaging small businesses, nearly 83% of consumers would now rather shop at small, local businesses than a big corporation. As small businesses ramp up their holiday marketing strategies, they can take advantage of this trend and capitalize on events like Small Business Saturday, which falls on November 28 this year.

To identify more small business holiday tips and uncover ways marketers can leverage people’s desire to support local and small businesses this holiday season, we used our Sprout superpower: social listening. In the last 12 weeks, between September 1 and November 22, we captured more than 1.5 million Tweets related to small businesses from over 688,500 unique authors.

Even though it’s evident that the struggle is still very real for small business owners, the listening data we gathered from Twitter showed that there is hope yet. People are eager to shop small, show support and spread awareness and joy to SMBs.

Shopping close-to-home for the holidays

Throughout the pandemic, people have been staying close-to-home and now they’re looking to shop close-to-home as well. The top five most frequently used hashtags in conversations about small businesses were:

  1. #ShopLocal – used in 130,314 Tweets
  2. #ShopSmall – used in 109,737 Tweets
  3. #SmallBusiness – used in 48,220 Tweets
  4. #SupportLocal – used in 16,730 Tweets
  5. #SupportSmallBusiness – used in 16,356 Tweets

Twitter conversations about Small Business Saturday are quickly gaining steam as the holiday approaches. Since November 1, the message volume around the topic has increased by 252%. In the final stretch leading up to the shopping holiday, small businesses can leverage hashtags like #SmallBizSat and #SmallBusinessSaturday to further boost their small business holiday marketing strategy.

There is a sense of urgency that comes with the calls-to-action to #ShopSmall and #ShopLocal because there are real fears that some of our favorite small businesses may not survive. Over 311,300 Tweets about small businesses in the last 12 weeks included the word “help” or “support,” suggesting that consumers are aware of the challenges small businesses are facing and want to show their support.

There are several benefits to shopping locally, especially in an economically challenged area. Data shows that local businesses return 52% of their revenue back into the local economy, whereas national chain retailers return just 14%. Many consumers might not know this. Small business owners and marketers should use Twitter to amplify the benefits of shopping small and provide updates on business information, their differentiators and initiatives to drive additional support.

Engage, expand and be merry

Engagement is essential for small business holiday marketing. Don’t hesitate to strike up or join conversations on Twitter to increase your business’s visibility. The platform is an effective medium for creating real connections and reaching new customers.

Marketers for SMBs should consider responding to Tweet threads with high visibility for increased awareness. For instance, American journalist Dan Rather, who has over 1.6 million Twitter followers, continually Tweets about supporting independent, local bookstores. Threaded on those Tweets are messages from consumers and brands directing people to those small businesses. The 14 messages from Rather that popped up in the small business listening topic aggregated over 23.3 million impressions and 86,400 engagements.

Similarly, Lili Reinhart, famous for her role in “Riverdale,” asked her 3.2 million followers for suggestions for small businesses from which she could purchase her Christmas decor. Fans responded with their favorites, but this type of request is also an opportunity for small business owners or marketers to raise their hands and expand their reach.

Another effective awareness play for independent business owners and artisans is quite simple and gives people a way to support SMBs for free. In the listening topic, we found that 855 people Tweeted a version of the message, “It costs $0.00 to RT and support a small business. My next customer could be on your timeline.” The Tweets came from a relatively small group, but together, the messages garnered just under 1.1 million engagements, 2.7 million impressions and 577 engagements per message. Never underestimate the power of a Retweet.

#BuyBlack Friday

Small businesses as a whole had a tough year, but an estimated 41% of Black-owned small businesses became inactive during the pandemic, compared to 17% of white-owned businesses. This is devastating, to say the least, but people are rallying around Black and minority business owners.

Tweets with hashtags and keywords related to Black and minority-owned businesses garnered over 225,000 engagements, 299 million impressions and a 58% positive sentiment rating. Driving a lot of that are big brands and prominent figures who have teamed up to create initiatives that support black businesses and raise awareness among consumers.

Instead of hyping the typical Black Friday sales and promotions, Google and Wyclef Jean came together to boost #BlackOwnedFriday. Every Friday leading up to Black Friday, Google is using its social platforms to highlight unique Black-owned businesses in the hopes of helping customers find new favorites to support. Brands can also join in by downloading a full kit of custom designs and GIFs created by Google for them to post on their own social platforms.

There’s more in store for small and local businesses

Small Business Saturday is right around the corner, but it’s not too late for businesses to tap into Twitter conversations to build brand awareness and connect with new customers. The holiday season may come and go quickly, but the belief in doing the right thing for your community will last well after the Christmas lights come down.

Continue sharpening your social strategy through the holiday season and beyond with our complete guide to small business marketing.

This post Think big, shop small: How to rev up your small business holiday marketing strategy originally appeared on Sprout Social.



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Monday, 23 November 2020

Like everything in 2020, the best Black Friday social media campaigns look different this year

For many, holidays bring out traditions.

Halloween? Getting all dressed up for the company party. But, not this year.

Thanksgiving? Tables full of food and not an empty seat in the house. But, not this year.

Black Friday? Overflowing carts, yet still stressing out about the perfect gift. Definitely this year…but, it’s going to be different!

Different has become our new normal when it comes to holidays and traditions in 2020. But as Black Friday approaches, we wanted to understand what that actually means for this worldwide shopping holiday. We used Sprout Social’s advanced listening to take a look at what deals look like this year, how shopping has changed and what nuances we can find in the best Black Friday social media campaigns emerging amidst a global pandemic.

Big deals are still a big deal

Black Friday is absolutely still on this year and the conversation is as big as ever across social media. From November 1 to 22, 2020, there have been:

  • Nearly 1.7 million Black Friday posts by more than half a million authors (529,327)
  • More than 99.3 billion potential impressions on Black Friday content
  • More than 4.2 million engagements (comments, shares and likes) on Black Friday content

So what? People are talking about Black Friday. In the retail world, increased buzz often translates to increased website traffic, sales and revenue. This is good news for an industry that’s taken some major blows with the pandemic.

As we’ve seen both Amazon Prime Day and Singles Day smash records this year, we could be in for the biggest Black Friday ever.

But, how is it different?

One day is not enough

Remember how scandalous it was when retailers started kicking off Black Friday on Thanksgiving and then came Cyber Monday? Oh, how the times have changed. Amidst the pandemic, companies are starting earlier and going for longer when it comes to discounts.

We can see this in the hashtags and campaign slogans.

  • “This year, we’re doing Black Friday all season long” (Best Buy)
  • “Black Friday Now” (Target)
  • Black Friday “Deals For Days” (Walmart)
  • Black Friday “Early Access” (Macy’s)
  • “Too great to wait Black Friday deals” (Kohl’s)
  • #BlackNovember

We can see this in the timing of discounts.

Similar to 2019, there have been 13,600 Black Friday posts from November 1 through 12 mentioning “early”, which is not surprising or different. Companies have always built anticipation for post-Thanksgiving deals, but what’s changed is a drastic 86% decrease in the usage of “sneak peek,” on these posts.

Translation? Companies are not holding back deals, but are spreading out discounts throughout the month to:

  • Incentivize early holiday shopping (both online and in-person)
  • Strive to avoid shipping delays
  • Get ahead of returns logistics
  • Discourage iconic, massive, coronavirus-filled crowds

Spotlight on Walmart

Annual trend setter, Walmart, is demonstrating all of this with their Black Friday social media campaign, which includes:

  • Name: “Black Friday Deals for Days,” with branded hashtag #DealsForDays
  • Six big deal days in November, each with their own mini-campaign pushes throughout
  • Online exclusive deals, similar to Cyber Monday
  • Fun and creative countdowns

Safety starts on social

Huge crowd of shoppers entering a store

Unless these people are breaking down the doors to get a vaccine somewhere, the traditional flood of shoppers is exactly what companies are striving to avoid amidst a global pandemic.

While social distancing and mask-wearing have been trending topics on social media throughout the pandemic, it is still top of mind with Black Friday.

For many companies, safety starts on social, not the moment a person steps through their doors. They are accomplishing this through social posts which:

  • Prioritize and incentivize online shopping, rather than in-person
  • Encourage taking advantage of contactless or curbside pick-up
  • Inform customers of in-store safety expectations, like social distancing and mask-wearing

This content is a key piece of any brand’s strategy for social these days, whether they’re preparing for Black Friday or talking about their plans for reopening.

Can you handle a 91% increase in comments?

If hiring additional seasonal help is a typical rhythm for your company, perhaps some of those seats should be for customer care agents on social media because from 2019 to 2020, Black Friday posts have seen a 91.4% increase in comments from November 1 through 12. 91%!

So what?

Consumers will increasingly be reaching out with questions about products, frustrations over returns and delays, discount clarifications and genuine excitement about your offerings.

It’s crucial to pay attention to this increase because, as outlined in Sprout’s 2020 Index, 40% of consumers expect a response within one hour to their questions, comments and messages on social media. 79% expect it within 24 hours.

Comments and direct messages that fall through the cracks are often missed opportunities and revenue. And even worse, lost loyalty: 49% of consumers will unfollow a brand on social for poor customer service.

People expect your brand to be active and engaged in conversation on social media, and Black Friday campaigns and posts are no exception.

Black Friday Takeaways

  • When building campaign strategies, social listening data is a powerful and essential tool to analyze year-over-year trends and your competition.
  • Adopt an “early and often” mentality into your end-of-year social campaigns, particularly for online shopping deals.
  • Help keep people safe. Start by showcasing safety priorities and expectations on social.
  • Make sure no one falls through the cracks in your comments and inboxes by responding quickly, accurately and genuinely across your profiles.

For more ideas on how to establish a thriving ecommerce presence on social media, check out this article on setting your ecommerce strategy up for success.

This post Like everything in 2020, the best Black Friday social media campaigns look different this year originally appeared on Sprout Social.



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Deck Out Your Email Campaign – 6 Free Holiday Templates

Deck out your email campaign with 6 Free Holiday Email Templates

The holiday shopping season is in full swing! And you know it's bound to be a busy one. 

In fact, some businesses report that up to 30% of their annual sales occur during the holiday season. 

But when it comes to sending marketing emails around the holidays, how can you get noticed in very crowded inboxes? 

Adding a touch of holiday cheer to your design can make all the difference. That's why the AWeber design elves created these professionally-designed holiday email templates that will help you stand out in the inbox. 

Free holiday email templates

Keep the momentum going past Black Friday and Cyber Monday and capitalize on all this holiday shopping by planning your holiday email promotions now. And use these beautiful, predesigned templates in your email campaigns.

These HTML holiday templates are all mobile responsive, so they will look great no matter how your customers view them. 

They are perfect to:

  • Send a festive seasonal greeting
  • Inspire shoppers with a gift guide
  • Promote a holiday sale
  • Share holiday hours or shipping deadlines
  • Drive traffic to your website

1. Gift Guide email template

A gift guide is a perfect way to showcase your awesome products and services during this holiday season. Quickly populate the Gift Guide template with your products in a matter of minutes. 

There are three visual and color palate options, so you can choose one that most closely matches your business and brand.

Green and Red Gift Guide Email Template

The Gift Guide series even includes a matching, customizable landing page.

Gift Guide Landing Page

Easily add discount coupons

Holiday shoppers are often on the hunt for discount codes. 

All of AWeber's templates allow the option to add a discount coupon or code with the coupon widget. Simply click on the coupon widget and drag a coupon over to your template to customize.

Add Coupon using the Coupon Widget

2. Nature holiday series

If you're looking for an eye-catching holiday template that stands out in the inbox, consider the Cardinal series.

It is perfect for sending a holiday greeting, showing off a few products, or sharing blog posts with your audience. There are three different color pallets to choose from.

Green Cardinal Nature Email Template

3. Festive Season's Greetings email template

The Christmas season is ideal for strengthening relationships with your customers by sending out a season's greetings email.

This HTML email template with its holly motif makes your seasonal and holiday email campaign a little more festive. It's the perfect email to keep your audience engaged this season. 

Holly Motif Season's Greetings email template

4. Traditional Merry Christmas email template

If you are looking for a more traditional email template, consider the Merry Christmas template. 

Additional content sections like coupons, product highlights, headlines, and buttons can be added in the drag and drop editor sidebar.

Traditional Merry Christmas email template

5. Happy Hanukkah email template

Are you looking for a Hanukkah email template?  Celebrate the festival of lights by using our free Hanukkah HTML email template.

Send a greeting to your subscribers, include a special Hanukkah offer, or simply thank them for being a subscriber for another year. Easily customize it with your brand's logo and holiday message.

Happy Hanukkah email template

6. Happy Kwanzaa Email Templates

Kwanzaa is a 7-day holiday celebrated daily from December 26th to January 1st to honor African heritage. You don't need to be African-American to commemorate Kwanzaa principles of Unity, Self-Determination, Collective Work & Responsibility, Cooperative Economics, Purpose, Creativity, and Faith.

This HTML Happy Kwanzaa email template is perfect for sending on Kwanza's last day to engage with your customers. 

Happy Kwanzaa email template

Wishing you and your family a festive holiday season 

We wish you and your family all the best this holiday season! Use these templates as a free gift from AWeber when you sign up for AWeber Free.

The post Deck Out Your Email Campaign – 6 Free Holiday Templates appeared first on AWeber.



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