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Email Marketing Ideas to Increase Revenue

Once you understand which smaller goals you want to go after in your next campaign, moving forward should be a little easier. Remember, results don’t happen overnight. Marketing success is a process, and requires adaptability, consistency, and persistence.
Below are some email marketing ideas and tips to hopefully inspire you to take your campaign to the next level

 Email Marketing Ideas to Increase Revenue:

  1. Start with a solid list of contacts. You can’t send emails without someone to send them to! People who have already signed up for an email newsletter on your website are a perfect segment to begin with.
    No list yet? That’s ok, you can create a form for your website so that visitors and people who click on your ads can sign up for your emails. Give your list time to grow – a good list doesn’t happen overnight. Don’t attempt to purchase a list of contacts from a third party source, because if they haven’t consented to subscribing to your list, it’s highly unlikely they’ll engage much at all (it also goes against email marketing laws).
  2. Provide an incentive to sign up. Providing access to a free eBook, free shipping, or some other free or discounted incentive will get people to give you their contact info, bringing you closer to making them a loyal customer. You’ll notice an example of this email marketing idea that we’ve created below. Another example is the eBook side bar you see to the right of your screen if you’re reading this on a desktop.
  3. Make your email list sign up quick and easy. With each form field you add, less and less people will want to fill it out. Make sure you start with just the essentials – their name and email. If you plan on sending birthday coupons, adding a birthday field is an option as well. A field for their phone number is usually unnecessary in email marketing, and people are much more hesitant to sign up for something if they think they’re going to be texted or called by telemarketers as a result.
  4. Choose the right email marketing platform. MailChimp, Active Campaign, and Constant Contact are a few popular email platforms that work well with small businesses. Do your research and see which platform works best for your budget and your list size before implementing your email marketing ideas.
  5. Pay attention to the rules. Only email those who have consented to being put on your list – no one wants spam emails! Not only is it annoying, but it goes against the CAN-SPAM act, which prevents marketers from sending unsolicited emails, and requires you to give your subscribers a quick and easy way to opt out of your email blasts. You can easily lose trust of potential customers if they think you’re spamming them, and most email marketing platforms will shut down your account if they think you’re spamming people.
  6. Be clear with your subject lines and header information. Trying to deceive your subscribers goes against spam laws as well, and it’ll make impressions of your business less than favourable. Plus, some inboxes automatically throw sketchy-looking emails in a spam folder, where the recipient won’t likely read them.
  7. Try to avoid ALL CAPS in your subject. This sometimes triggers spam filters, and it tends to just look like a spam email in general. Unless it works with your email subject, it can be better to avoid the all caps.
  8. Don’t forget the preview text. A subject line is the bread and butter of grabbing your email subscriber’s attention. However, a well-worded preview text can bring them in even further. Ensure your preview text doesn’t get cut off in your subscriber’s inbox by keeping it short and to the point.
  9. Make sure your website design is functional. Make your website easy to use, and your forms easily visible and functional so you can continue to grow your email list. If you’re not sure if your website is due for an update, check out 25 Signs that it is Time to Redesign Your Website.
  10. Stay consistent with branding. You want your subscribers to have a sense of your business from the first second they lay eyes on your email. Staying consistent with colours, fonts, and types of images will help people know just who they are dealing with.
  11. Do your research. See which email marketing ideas work and which do not for other businesses like yours. Email marketing ideas don’t always come out of thin air. One easy way to see what others are doing is to become part of their email list.
  12. Subscribe to other successful email campaigns. If you are ever running low on ideas for designs, subject lines or images, don’t worry – we’ve all been there. There’s nothing wrong with getting a little inspiration from other successful marketing campaigns. If you plan to subscribe to a lot of newsletters, it might help to keep organized by making folders and labels in your inbox.
  13. Get GIF-fy with it. GIFs are moving images that add excitement to an otherwise plain email. However, not all email providers support GIFs; those that don’t will only display the first frame. So if you use a GIF, make sure the first frame of it works on its own in the context of your message.
  14. Add a video with a great still. Along with GIFs, videos add interest to an email and will keep your reader engaged longer. Making the image still that the video link is attached to will ensure more people will click and watch your video.
  15. Optimize for mobile. According to eMailmonday, mobile email opens account for 22% to 77% of all opens, depending on your target audience, product, and email. Keeping things large enough to read, and in an easy space for thumb-scrolling will help mobile readers get the message (Most email marketing platforms optimize for mobile automatically, but be sure to preview your emails in mobile version).
  16. Make your message skim-able. Not everyone has the time to read every word of your well thought out email copy. Many of your readers are on the go and may be checking their emails while standing in line, on the elevator, or otherwise preoccupied. That leads to the next point…
  17. Have one clear subject in your email. It can seem like a good idea to pack as much information as you possibly can into your emails, but sticking to one central theme is best for digestibility. If your business is coming out with several different products at the same time, try highlighting just one of them, and having a button that leads the audience to the rest of the products on your website.
  18. Show, don’t just tell. Along with being skim-able, make the visuals in your email pop. Have high quality images that bring interest to your email and tell a story. Hiring a photographer or paying for quality stock images can help the look and feel of your email immensely.
  19. Make sure your subscribers will see your layout properly. Taking measures to test what your email will look like in different inboxes will ensure everyone will see what you want them to. This includes keeping images at around 600-800 pixels so they don’t bombard certain inboxes that don’t accommodate for large images.
  20. Check your links. Several email marketing platforms, such as MailChimp, offer a link checking option before you send out your emails. Sending out broken links or empty buttons won’t get your readers where you want them to go.
  21. Send test emails to more than just one person. Ever feel like you need a fresh pair of eyes to help you interpret something? That applies to your emails, too. Great email marketing ideas can come from your friends and colleagues, so getting their opinion can help you tremendously.
  22. Study subject lines. The subject is the first thing someone sees of your email campaign. No one wants to click on a subject line that doesn’t appeal to them! Once you know what your email is about, craft a subject line that will pull in readers, without sounding too much like click bait.
  23. Personalization – Cater your message to your specific audience. Would your offer appeal to their demographic? Do you use their name in the email? Do you know what they bought last, or if they put something in their shopping cart and abandoned it?
  24. A/B Testing – Utilizing A/B split testing can help you understand what kinds of subject lines, images, and offers appeal to your customers. Every email marketing platform offers this function. When you go to make an email campaign, it’s usually an option before you even start. Keep in mind to only test one variable at a time, so that you can see how it affected your clicks and opens.
  25. Reengagement emails – It’s common for only a small percent of your list to open your emails, and an even smaller segment to click on your links. When so many emails are competing for attention each day, it can be hard to keep your subscribers’ interest. To combat this, you can craft an email specifically to reach inactive subscribers and pull them back. Start by creating a list of your inactive subscribers in your email marketing platform (each platform has a different way of doing this). Reengagement emails can look like regular marketing emails, have special offers, or simply ask a subscriber what their subscription preference is.
  26. Consider the automation – Also called a drip sequence, an email automation is an email or series of emails that send automatically, based on certain triggers. This can be new sign ups to your newsletter, a purchase on your website, or even a subscriber’s birthday. It takes the responsibility out of your hands to be on top of every single event that an email could correspond to, such as…
  27. Welcome emails – This is the first message your subscribers see when they enter into a newsletter list. You want it to be simple, engaging, and friendly, while setting the tone of what your brand is. Let them know what kinds of emails they can expect from you to gain trust.
  28. Abandoned cart emails – Sending someone an email after they’ve put something in their shopping cart, but not purchased it, is a great way to re-engage a potential customer and make them see why your product is awesome. Linking your eCommerce platform to your email marketing platform can give you this option, but if you’re not sure how to do this, it might be worth it to hire a comprehensive digital marketing specialist team.
  29. Upsell – Knowing what a customer may like based on their past purchases is a great way to tackle the upsell. Keeping track of who buys what, and crafting emails to go along with those purchases is a great way to tackle the upsell in email marketing.
  30. Focus on value instead of simply discounts. Giving your customers information relevant to them adds value to your emails, making people want to open them again and again. Adding blogs to your website and showcasing them in your emails is a fantastic opportunity to show your audience that you are an expert on your subject, and that the experience of engaging with your business is a valuable one.
  31. …but don’t leave out discounts all together. Make loyal customers even more loyal with exclusive offers and discounts, just for those who have opened your emails. Highlight the discount in the subject and/or preview text of the email to increase the likelihood of an email open – everyone loves a good deal.

GDPR regulations

One data regulation for all…
Having a company website is a necessity for any business – no matter the shape or size! As we live and continue to grow in a digital world, it is very likely that you could be losing a number of great opportunities for your business if you don’t have a good quality website.
The internet has a far broader reach than any other form of advertising and while it can take a while to build up enough traffic to your website to make a worthwhile impact on your company`s marketing campaign, having a brilliant company website has the potential to gain effective results.
However, with GDPR (General Data Protection Regulation) soon to come into force, on May 25th this year, it is imperative that business owners ensure their website follows best practices in order to conform to new regulations.
The GDPR is the most significant and comprehensive data privacy regulation to date and compliance is compulsory. Owning a website that violates data protection puts you at risk of heavy sanctions. Those who do not adhere to new regulations are at risk of large fines (up to €20 million or 4% of their global annual turnover, whichever is greater). So, with that in mind, what things do you need to make sure you are doing and what things will you have to change?
1. Web Forms: It’s Opt-In, Not Opt-Out!
A good place to start with utilising best practices, is with web forms. Most websites use web forms because they can be useful for collecting things such as email addresses from visitors that you may later use in marketing campaigns, they are also useful for getting enquiries through your website that could lead to business opportunities.
In the past, after ordering something from a website, many companies have used the tactic of having pre-ticked boxes that will automatically subscribe you to their newsletter if you do not actively un-tick the box. For example, if you had just bought some Jelly Beans online, you may be familiar with something like;
‘Thank you for your purchase of x6 bags of Jelly Beans’ followed by a statement ‘I would like to subscribe to marketing correspondence, text messages and monthly updates from The Jelly Bean Company’– with a tick placed in a box next to it.
Under GDPR legislation, this would not be classed as explicit consent, and is therefore unlawful. This is because any personally identifiable information being collected via your website(s), needs clear and explicit consent, meaning the person should actively opt-in, not be forced to ‘opt-out’. Personally identifiable information can be factors such as first and second names, home address, email address, phone numbers etc.
Specific and Unambiguous – It must be extremely clear as to what the data subject is signing up for when filling out web forms
Granular opt in- Forms must not be pre-ticked and the data subject must actively ‘opt-in’ to receive any further marketing correspondence. This opt in box must also not be ‘clustered consent’ in that there must be separate boxes that a user must select for the different types of correspondence. For example, separate opt-ins for receiving newsletters and receiving text messages from a company
Easy to withdraw consent– It must be as easy to withdraw permissions as it was to grant them. (Make sure your contact preferences page is extremely easy to find)
Named parties – What exactly is the data subject agreeing to? Web forms must identify each individual party that consent is being granted to. It isn’t enough to say specifically defined categories of third-party organisations, they now need to be named
For example, John Lewis’ web forms ask for permissions for itself and sister companies John Lewis, Waitrose and John Lewis Financial Services to contact the customer. This is good practice.
Other things to consider when it comes to the forms on your website:
Ensure you have updated the send processes of your contact forms so that data is sent and stored to the minimum number of places.
Create the ability within your admin area to search, export and delete personal data as required.
Allow users to submit a request to view or delete data you hold on them.
2. Encryption is key – Get your website encrypted
Any data that is submitted to your website must be encrypted. One of the major benefits of HTTPS (the ‘S’ stands for secure) is that it protects users against man-in-the-middle attacks that can be launched from compromised or insecure networks. It is this kind of attack that can lead to data breaches and therefore fines, so an encrypted website is essential.
Your website developer should be able to install the necessary measures to ensure this is the case. This would be a case of fitting an SSL certificate to your site to encrypt the data. You can check whether you have an SSL certificate already by looking for the padlock symbol in the URL bar of your browser when you visit your site’s homepage, if this appears to be missing then speak to your web developer to resolve this.
Another thing worth mentioning of course, is that Google favours HTTPS websites over those that are not secured when it comes to ranking websites in search results. A user searching for ‘Cake Makers’ would be directed to the cake maker website that is encrypted, as opposed to the one that is not, and if yours isn’t, you could be the one losing business. Finally, as of July this year, Google Chrome will start labelling all HTTP pages as not secure, and will change the HTTP security indicator to the red triangle used for broken HTTPS when users enter text into a form on an HTTP page. This warning can be damaging to eCommerce sites as many people will not be willing to input sensitive data after being warned that the website is not secure, yet again this could mean you losing business.
3. Access to data – Who has access to customer data?
Important things to consider:
Data subjects will need to be able to access their personal data quickly and simply. You may also have to explain which other organisations have handled their data, and why this was needed for the process.
Organisations will need to make sure they offer any data for download where possible, and without any unnecessary delays.
As companies are not permitted to store data that is no longer necessary, a robust process for deleting data that is no longer required should be implemented.
It is vital to be aware of who has access to personal data that is logged and stored on your website in the content management system and it is good practice to understand and document exactly who these people are and compile a list. Then, by examining the list, work out who genuinely requires access to the data. If there are employees on the list who do not need access to the data, then ensure that permission is revoked.
Business owners should also audit any outsourced companies that could potentially have access to their data and check that their procedures are also compliant. As the data controller, you are responsible for this, even if you have outsourced elements of the process. It is recommended that you document the measures you have taken to ensure everybody is acting in line with GDPR regulations. Likewise, outsourced companies should be able to explain clearly what measures they have taken to ensure the data you have provided with them is held securely.
4. Online payments: What information are you storing?
If you’re an e-commerce business using a payment gateway, (a secure way for your customers to enter their payment information, including credit and debit card details) for financial transactions, you need to be aware of your own website collecting any personal data before these details are passed on to the payment gateway.
If your website stores personal details after the information has been passed on, then you’ll need to modify your web processes to remove any personal information after a reasonable period.
5. Third-party tracking software: Is it compliant?
Third party tracking software is a grey area when it comes to GDPR. A lot of businesses use third-party marketing automation software solutions these days. This could include things such as lead-tracking or call-tracking applications.
The reason this is a grey area is because this kind of software tracks website visitors in ways they are not aware of, and therefore, users have not technically granted consent. There are many third-party tracking suppliers that claim they’re GDPR-compliant and will advise their clients to display banners which state clearly that cookies are being used. However, it’s always good to double check your supplier has got your back when it comes to GDPR, so make sure you look over your contract with your software providers very carefully.
6. How Clear are your Privacy Policies?
As we have mentioned, consent underpins the key message of GDPR legislation. Visitors to your website must understand exactly how you are planning on using their data and this must be communicated clearly with customers. Under the GDPR, the information in your privacy policy is required to be clear and simple to understand.
You must let users know:
What personal information you collect
How and why you collect it
How you use it
How you secure it
Any third parties with access to it
If you use cookies
How users can control any aspects of this
In addition to the the seven standard points above, you must also inform users of the following information in your Privacy Policy
Who your data controller is
Data controller’s contact information
Whether you use data to make automated decisions (i.e. credit scoring)
Inform user of the 8 rights they have under the GDPR
Whether providing user data is mandatory for the user to use the website
Whether you transfer data internationally
What your legal basis is for data processing
7. Does your business have an app?
Do you have a mobile app? GDPR regulations also apply to personal data collected through mobile devices and apps. Spend some time reviewing the data your mobile app collects, where it goes and why it is collected, all while making sure it complies with the GDPR.
All in all, websites (and apps) should include privacy by design, meaning a user’s privacy should be considered the number one priority at all times, through every level of your website. By default, privacy settings should be set to their highest level and the ability for a user to downgrade from this level of security should be available.
The GDPR might seem intimidating and over the top, but it’s important to remember where this stems from. Ultimately, this is about protecting people from cyber-crime and data breaches. The internet is still a highly unregulated space that needs far greater levels of international legislation and the GDPR is a substantial contributor to this.
The above is not an exhaustive list and there is an abundance of information on the official ICO website that looks at many other factors that are important to consider as we near the ‘go live’ date. It is recommended that you familiarise yourself with this information so you are completely aware of what is expected of your business under the new regulations.

GDPR

Effective 25 May, 2018, the European Union’s General Data Protection Regulation, commonly called GDPR, will become not only the law of the land in Europe but across the globe.

GDPR

Effective 25 May, 2018, the European Union’s General Data Protection Regulation, commonly called GDPR, will become not only the law of the land in Europe but across the globe. If you do business anywhere in the world and collect personally identifiable information (PII) on an EU citizen, you will be subject to GDPR regulations. Remember that GDPR is a privacy regulation, not a data security regulation, but the former certainly impacts the latter. Here are the Top 6 steps you need to take in order to become GDPR compliant. It is important to note that many information security and privacy experts disagree on the order of the steps, but in general they agree that these are the most important steps to put in place as soon as possible.

1. Update your public-facing privacy policy. Your privacy policy is likely to be the first formal document a regulator will view. If your privacy policy is out of compliance, the assumption of the regulator might well be so are other privacy components. It is an invitation to further scrutiny by EU regulators.

2. Know where your data is. GDPR is all about managing PII of EU citizens. It is essential to know exactly what data you have, where you have it, how it is protected, and how to access it. If you cannot access PII, you likely would be subject to a fine. Data flow mapping is a huge task but essential under GDPR. Incidentally, if you use a customer relationship management (CRM) application, do disk drive backups or process various types of data analytics, there could be a lot of hidden PII there as well. Some experts believe that it is impossible to develop a comprehensive privacy policy until data flow mapping is in place.

3. Put privacy protection policies in place and follow them. In the EU, corporate intent often overrides the letter of the law. If your company has policies and procedures in place for protecting PII and a breach occurs, regulators likely will be more understanding if a company tries to do the right thing and follows its policies and procedures. Unlike US regulations such as PCI DSS where companies need to follow the letter of the regulation, the EU views trying to do the right thing as critical to the process and sometimes more important than actually following the letter of the law if the former approach protects PII more effectively.

4. Hire a data protection officer. Actually, not every company needs a data protection officer (DPO). The local coffee kiosk likely would be exempt, but if your company has a web site that collects analytics, sells to EU citizens or EU companies or collects demographic data on EU citizens for any purpose, you definitely need to be GDPR compliant and have a DPO. That said, whom you name as a DPO — an existing employee, a new employee, a third party — opens an entirely new can of worms and has its own multiple levels of considerations.

5. Convert your data collection processes to opt in. In the US, most companies offer an opt out option to individuals and companies when it comes to collecting and using personal data. In the US, if you don’t want to be in a mailing list, you need to tell the list owner and opt out, for example. The EU requires explicit opt in consent from the person whose data is being collected. In addition, the popular Terms of Service (ToS) document used by US-based companies that include opting in as part of an unrelated approvals is not acceptable to EU regulators. According to the EU, it is not consent if the person has no other options other than to approve a long ToS document.

6. Delete what you do not need. Many US companies have a policy of collecting as much data as possible about their customers, even if they do not necessarily know how to use the data at the moment. This policy is not consistent with GDPR. If you do have data on an EU citizen, be prepared to request permission from the individual for you to keep the data. EU citizens have a legal right to ask you to produce on demand any data you have on the person and for you to delete data at their request. Here is a simple recommendation: If your company has data on EU citizens that the company does not require for business purposes, delete it now. If you do not have the data, it cannot be compromised in a breach and you do not have to produce it on demand.

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