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Event marketing
Event marketing is a type of marketing that implies promoting a brand, product, or service by holding, participating in, or attending events. Event marketing helps build more profound relationships with customers and educate them about your product.
How does event marketing work?
Event marketing can work in several ways. The most obvious is when a brand hosts some occasions. Depending on the event type, it can help you build stronger relationships with customers and prospects, find new partners, acquire leads, and more.
Another strategy is attending events as a guest. In this case, a company representative can promote products or services or strengthen a brand reputation by showing expertise in the field. Finally, you can sponsor events and increase your brand awareness.
Whatever strategy a brand sticks to, most marketers consider event marketing to be the most important way to achieve business goals. Let’s discover why this opinion is prevailing.
Importance of Event Marketing
Event marketing importance boils down to growing your credibility. Partners and customers get a chance to interact with a brand in person and find it more trustworthy. This makes events a golden networking opportunity. 75% of business owners say that the chance to make useful contacts is their primary reason for participating in events.
Holding or attending events is a powerful part of a healthy lead acquisition strategy. Large business meetings gather an audience which has an interest in your field, product, or new opportunities in general. Chances are the attendees will become warm leads and loyal customers later on.
Events are an excellent opportunity to boost customer loyalty. People visit conferences or seminars not only to make contacts and absorb new knowledge but also to get away from their routines and have a good time. Such positive experiences create a strong emotional connection with a brand. Thus, holding events may be a good strategy for relationship marketing.
Surprisingly, event marketing helps increase your brand’s online presence as well. 48% of millennials attend events to share their experiences on social media. For businesses, this means higher outreach and brand awareness.
This quick once-over of the event marketing importance gives some hints about how effective this marketing channel is. It's time to delve deeper into the details.
How Effective is Event Marketing?
Event marketing seems an alluring opportunity for your business, right? Just in case you are still on the fence, we’ve found some more reasons to take advantage of this marketing channel:
52% of business owners claim that event marketing as the marketing channel that drives the most ROI;
47% of marketers say that events are a highly efficient way to engage with customers and prospects;
41% of business representatives think event marketing is a more effective channel than content and email marketing combined;
Over-performing companies spend 1.7x the average marketing budget on live events;
Companies that experience over 30% growth have been increasing their event activity the most.
Event marketing is highly effective for achieving business goals, boosting revenue, and making strong connections with prospects and customers. Still, not all events are equally beneficial for your brand. Let’s unveil the types of occasions that marketers consider the most valuable.
Types of Events
Conferences
Seminars
VIP events
Thought-leadership events
Product launches
There are a ton of event formats that can be held both off and online. It’s time to unpack the most popular event types according to the Harvard Business Review:
Conferences
Conferences are large-scale events, which focus on educational speeches from industry leaders and experts. They often include workshops and networking sessions to double the attendees’ benefits. 40% of businesses believe conferences are the most impactful event type for their business objectives.
Seminars
The main goal of this type of event is to educate visitors. Hence seminars often take place in smaller venues and imply a limited number of participants. 8% of companies consider seminars crucial for achieving their business goals, but this format contributes the most to increasing attendees’ expertise.
VIP events
These events aim at sales acceleration and key customer loyalty enlargement. VIP events can achieve these goals by gathering a room full of influential shareholders, key customers, and other honored guests. 7% of business representatives said VIP events have the highest impact on their company’s KPIs.
Thought-leadership events
The supreme goal of these events is networking. A bunch of professionals with the same interests get together for in-person communication. Thought-leadership events allow organizers to boost their authority in a certain field and drive amazing business results – 14% of business leaders believe this type of event is the most beneficial for their companies’ outcomes.
Product launches
Companies use this type of event to showcase their upcoming products to potential or existing customers. The goal is to make prospects and buyers excited about a new product’s features and benefits.
Event marketing is a potentially powerful tool. It allows you to build and maintain strong relationships, acquire new customers, create robust partnerships, and nail business KPIs. If you want to squeeze every bit of value from this channel, take care of promoting your event.
5 Event Marketing Strategies and Ideas
Build a high-converting landing page
Promote events on social media
Take advantage of FOMO
Encourage user-generated content
Engage attendees with email automation
The best way to ruin your event is by neglecting to promote it. You’ll get next to no in visitors, and your event will be dead in the water. To reduce the odds of this gloomy outcome, consider adopting the strategies and ideas we’ve prepared for you.
Build a high-converting landing page
Although there are many ways to get registrations, from special websites to social media chatbots, do not overlook such a simple yet effective landing page. Roughly 60% of marketers believe their own websites are the most effective channel for marketing their event.
Create your landing page in advance to stir up interest in your event. You can make a great landing page with zero budget and no coding or designing skills – just use a landing page creator. Follow our list of the best landing page builders to choose the perfect decision for you.
To get tons of registrations, your landing page should provide the following information:
who the hosts and speakers are, and why your reader should care about their opinions;
what the event is about and why it is worth your landing page visitor’s time; details about your event, including the date, location, agenda, and other significant things;
clear-cut, prominent, and strong calls to action.
Now it’s time to adopt some best practices. Take a closer look at the Call To Action Conference landing page. The Unbounce logo at the top and the list of speakers further answers the who question. The phrase “The marketing conference that gets you more conversions” states clearly what the conference is about and which benefits it will deliver. The page contains all the essential details and an eye-catching CTA-button.
To drive more registrations, Unbounce uses a few gimmicks. The host gives a link to the previous year’s recap to fuel the reader's desire to participate, adds a customer review to increase credibility, and offers to sign up for updates to stay in touch.
The techniques Unbounce uses for their landing page is just a tiny part of tricks for conversion rate enlargement. To learn more about them, consider reading our comprehensive guide on how to increase landing page conversions.
Promote events on social media
Social networks have a tremendous audience – 3.8 billion people use this communication channel. This number is consistently growing – since 2019 the audience has increased by 9.2%. It makes promoting your event through social media too entrancing opportunity to leave it on the table.
Social media gives plenty of tools to market your event, from creating special pages on Facebook to buying sponsored ads on blogs. To increase your outreach, try cross-promotion with an event’s co-hosts or speakers – they can provide you with a fresh and engaged audience. Another tip is to employ niche influencers’ resources.
If you want to not only promote your event but also keep the audience attracted for a long time, consider using chatbots. Hubspot knows a little something about employing this strategy.
The company uses a bot to collect registrations to its online event series. On its Facebook page, Hubspot invited the audience to register with Facebook Messenger. The bot took all the essential data for registration and set reminders for attendees, so they won't miss the occasion.
You can take your chatbot marketing a step further. For instance, your bot can send information about speakers, event programs, or even some relevant fun facts to keep the audience engaged. To apply this tool to your event marketing strategy, sign up with LIKE.TG. With our service, you can build Facebook and Telegram chatbots and send up to 10,000 messages monthly for free.
Take advantage of FOMO
56% of people are afraid of missing an event, news, or important update on social media. This makes FOMO, or the fear of missing out, a significant driving force for your event marketing.
Fuel your audience’s desire to attend your event with vivid and engaging materials – photographs and videos from the last year's occasion, interest-provoking announcements, and so on. Let’s learn some encouraging FOMO techniques from Adobe MAX organizers.
On their Facebook page, Adobe MAX introduces the conference guests, publishes creative videos, busts myths about the conference and online events. Better yet, event organizers also engage the audience with micro-contests, preparation checklists, and special treats for early birds. These efforts combined make people crave attending the conference once again.
Encourage user-generated content
User-generated content helps reduce the load of your content creation team. Better yet, it allows you to reach more people, spread the word about your event organically, and build social proof.
The easiest way to obtain user-generated content is to create a hashtag on social media and encourage users to employ it. Another option to provoke some buzz is to launch a competition. For instance, you can promise free tickets to those whose publications get the most likes or reposts.
Consider learning from Refinery29's experience of working with user-generated content. The company hosts an annual event called 29 Rooms. Apart from music and fun experiences, the event’s main thing is flashy decorations, which are perfect for Instagram.
Thus, Refinery29 encourages social media users to take a snapshot and publish it with the hashtag #29rooms. As a result, it brought the brand almost 89 thousand publications, 166,000 followers, and attracted over 100,000 visitors.
Engage attendees with email automation
Email marketing is still one of the most powerful channels in your overall marketing strategy. Almost 66% of event managers say email campaigns are the most effective tool for event promotion.
Remember that a single email probably won’t drive the amazing results. Promotion through this channel requires building a flow, which leads a subscriber through a marketing funnel. Consider starting with an invitation email that helps you get in touch with your current subscribers and drive event registrations. For a dose of inspiration, follow our guide on creating event invitation emails.
Email marketing allows you to nurture leads from registration and increase the percentage of event attendees. You can make them anticipate the event without wasting tons of time and money. All you need is to create an automated email flow with LIKE.TG’s Automation 360 tool, as we did in the example below.
We used a special date to trigger the beginning of our flow. The system automatically starts sending reminders a week, a day, and several hours before the event. Campaigns are sent only to those who have registered for a webinar or conference, as long as their contacts are in a separate mailing list.
You can make your automated flow even more effective by adding different types of emails, such as registration confirmation, lead nurturing, and so on – read our compilation of email types necessary for your email marketing strategy.
For better results, you can add other communication channels to your flow. For instance, you may duplicate email reminders with web push notifications or send SMS reminders 15 minutes before the webinar. All of these easy-to-apply options are available at LIKE.TG.
We’ve unpacked a few techniques that will help you get more registrations and visitors to your event. Read on to find some examples of exceptional event marketing and hints on what you can learn from them.
Examples of Event Marketing
Some events help brands not only achieve their goals but also achieve the status of legendary must-attend events. Let’s take a glance at their organizers’ tricks and use them as a cheat sheet for making your event marketing more effective.
Google I/O
Although Google holds its conference for developers offline, it also streams the event on the Internet. To achieve the presence effect and provide a high quality of the broadcast, Google uses a 360-degree camera. The videos from previous years are available on YouTube, which wins the hearts of both those who couldn't see the event live and those who decided to refresh their impressions.
Speaking of the content, Google provides a perfect mix of educational lectures from top experts and the company’s own product promotion. Each year, the brand shows new features for its software and hardware products.
Takeaways for marketers:
Provide the opportunity to watch your event both on and offline.
Combine your product promotion with quality educational content.
Let people access conference materials after the event.
Forbes Under 30 summit
Forbes provides a classic example of a thought-leadership and networking event with its Under 30 Summit. Most importantly, that get-together meets its target audience's interests precisely.
The company aims its event at young people. Thus, the Under 30 summit includes not only speakers, presentations, and networking, but also a whole lot of suitable entertainment activities. Among the latter are a private music festival, speed-pitching, industry-focused field trips, a food festival, and community service.
Takeaways for marketers:
Bear in mind your audience’s interests and your business goals when holding an event.
Provide outstanding breathtaking experiences for your audience.
Remember to add a dose of entertainment; it will spice up even the most serious event.
Fuckup nights
This format is a proof that an original idea can be a game-changer for your event marketing. Fuckup nights, or Stories of Failure, originate from a group of professionals tired of listening to success stories at every conference. They decided to go the opposite way and started to talk about their fizzles. Now Fuckup nights are a worldwide movement and popular event format many companies are eager to adopt.
The approach that Stories of Failure founders used was a sip of fresh air for a modern success-centered world. Better yet, Fuckup nights managed to pinpoint audiences' pain and fears and boost listeners' confidence.
Businesses love Fuckup nights because they create powerful motivation and help build tight-knit relationships in a team. Seeing your boss sharing his failures increases trust and empowers employees to tackle their own issues. Takeaways for marketers:
Don’t be afraid of employing unusual ideas for events, but make sure they meet your business needs.
To come up with a fresh yet successful idea try to spot your audience’s pains and challenges.
There are plenty of ways to do event marketing and benefit from it. To leverage your business goals with this channel, pay attention to event promotion and nurturing obtained leads. For these purposes, chatbots, email marketing, web push notifications, and SMS will come in handy. To implement these tools into your marketing strategy, sign up with LIKE.TG.
Event invitation
An event invitation is a way to attract people to attend your event. You can use various channels, including email, SMS, web push notifications, and chatbots to encourage users to visit it. To create effective event invitations, you need to come up with a message that will intrigue your audience with lots of value, and ensure they will have a good time at your event.
Why should I create event invitations?
Event invitations are the best way to promote your webinar, conference, concert, course, etc. Create excitement around the speakers and activities your audience is going to have at your event. Without good promotion, only a few people will attend the event, so be sure to “sell” its value.
Look at Google’s event invitation email below. It’s so simple, but very intriguing, and shows how easy it is to take part.
Choose a channel for sending invitations based on the size of your event. Using email and chatbots, you can provide lots of details, say a lot about the speakers, and announce the event’s schedule with all the activities. SMS and web push notifications, on the other hand, are an excellent choice to create small intriguing messages, for example, for eCommerce events.
No matter what event you are planning, sending event invitations is a must to hold it with success, so let’s learn about the best time to send event invitations.
When should I send event invitations?
The larger your event, the earlier you should send your first event invitation. According to Everbrite, around 53% of companies start to promote their events 2-3 months in advance. This initial invitation works best for loyal subscribers. Decide for yourself when to send your event invitation.
Email is perfect for sending event invitations since it doesn’t limit your creativity and allows you to provide as many details as you need, including images, text, CTA buttons, and links. Let’s now find out how to write an event invitation.
How do I write an event invitation email?
Making a great first impression is crucial when it comes to event invitations. Use your initial event invitation email to grab as many event-goers’ attention as possible. Get creative with your subject line and design an appealing email template to achieve satisfying results.
Event Invitation Email Subject Lines
Create a sense of great value
Use personalization
Welcome returning attendees
Mention speakers or performers
Combine your subject line with the preheader
No doubt, a good subject line is a key to increasing open rates. Here are some best practices to improve your subject lines:
Create a sense of great value. Here are some examples: “Don’t miss out, it’s 2020 World Web Design Conference!,” “Largest fashion show in New York: Paradise/Paradox 2020.” And it doesn’t matter whether your event is small or huge — just address your invitation to the most interested segment of your audience.
Use personalization. Personalized subject lines can increase your open rate by 50%. Try something like this: “Hi, James, free 19 May? Join our Recycle Everything Party!” Personalizing subject lines is a piece of cake with LIKE.TG.
Welcome returning attendees. Make your loyal fans feel special with a subject line like “Exclusive, early bird ticket price for our fans only!” Believe it, many of them will be happy to join your event early on. Besides, they will probably spread your event via word-of-mouth, promoting it to an even broader audience.
Mention speakers or performers. Concerts or marketing conferences are focused on famous performers and experts in their field, so it’s a good idea to use their names in the event invitation subject line. For example: “It’s 30 days to 30 Seconds to Mars,” “Visit Ricky Gervais’s show this September!”
Combine your subject line with the preheader. Often underrated, preheader text is a great tool to support your subject line. You can play with it, like in the following example. Subject line: “Digital Marketing Conference, Summer 2020.” And a preheader: “Something, you marketers, can’t miss!”
Let’s find out now what kind of content you can include in your email.
An Event Email Invitation Template
Insert an image
Provide all the key info
Include a call to action
Link your contact info
Include the following things in your event invitation email template:
Insert an image. Use quality images and illustrations to grab users’ attention. If you’re going to hold a festival, add the map to your invitation email. This way, people will get a better idea of the event’s location, and they will be able to plan their time.
Provide all the key info. Mention the date, time, and duration of your event. Remember, you can share less important details in the series of event reminders later.
Include a call to action. Make sure it’s clear what recipients need do to participate, what is their next step? The CTA button in the event invitation email should say something like “Register,” “RSVP,” “Let’s get festive,” “Join the party,” “Watch live,” etc. Like all other elements, your CTA should be relevant to your type of event.
Link your contact info. It will add a feeling of reliability to your event invitation. Your future attendees should know your event is legit and held by professionals who are available to contact.
Now, as you know what should be included in your event invitation email, let’s get inspired by some examples.
4 Stunning Event Invitation Examples
We’ve collected four event invitation examples that are gems for their industry.
This is an invitation to an exhibition of Shillington’s graduate students. From the large image, we realize the show is design-related. Other students’ feedback shows the event is high-quality and the teachers are passionate professionals. Since the event is targeted to future students and youth, this feedback section is just to the point.
Havaianas’s email invites people to celebrate the anniversary of the famous dance — Samba. This email has a large jolly illustration, tells the recipients what to expect from this party, and when it takes place.
The next example from AssemblePapers invites subscribers to celebrate the publication of their 11th printed issue. It has a marvelous art illustration, an RSVP button with the event’s date, and all the details about the event including the time, date, location and a list of the activities.
This is an event invitation email from Neptune. It’s an impressive example from the real estate industry, and it shows us how to make an event out of something dull. It seems like this email is targeted by geolocation, which is hard to perform technically. A beautiful image shows a cozy house, encouraging people to visit this place once the reconstruction is over. Imagine, with a piece of pie in one hand, a glass of mulled wine in another, somebody will decide to buy this house on New Year’s Eve.
After this theory lesson, let’s find out how to send an event invitation email.
How can I send a scheduled event invitation email?
Upload your mailing list
Create an email template
Schedule email sending
We’ve divided this task into three main steps. You will get all the details on the fly when working in your LIKE.TG account.
Step 1: Upload your mailing list
Once you’ve registered, upload your mailing list from an excel document, import it from another bulk email service, or collect it from scratch with LIKE.TG’s free subscription forms.
Step 2: Create an email template
LIKE.TG offers several ways to create your invitation email template.
Use our intuitive drag and drop editor;
Choose pre-designed templates from our free library;
Save any email from your Gmail inbox as a template to your LIKE.TG account with a Chrome extension, and customize it.
Let’s try the first way. Simply drag and drop the elements of your email to the working field and customize images, fonts, text formatting, CTA buttons to your liking. Below is an example of a webinar invitation. You can сreate an email like this in half an hour with this guide.
Step 3: Schedule email sending
At the last stage of creating your event invitation, schedule it for any date you need.
How can I invite users to my event with a Facebook chatbot?
Let’s start with an example. Below is a chatbot on Tony Robbins’s Facebook page. It allows you to choose the type of event, the location, and buy tickets.
This is a perfect example, but you can create something less sophisticated to invite your audience from social networks if you are new to chatbots.
Using LIKE.TG’s chatbot builder, design chatbots that can attract users, share all the necessary information about an upcoming event, answer FAQ, sell tickets, and allow people to contact a real person for more details. Follow these instructions and create up to three Facebook chatbots free of charge.
Congratulations, you’ve gotten acquainted with different ways to send event invitations. Let’s finish this guide by going over some actionable tips.
5 Best Practices for Creating Event Invitations
Provide an early bird discount
Combine invitations with event reminders
Prioritize information in your message
Use social proof
Share photos and videos from previous events
We’ve collected five killer tips to help you run a successful event without much sweat.
Provide an early bird discount
This will create a sense of urgency and help you attract more attendees early on. Registrants who grab the discount are more likely to share the news about your event with their friends. Check the excerpt from this event invitation email from Circle that encourages subscribers to buy tickets asap.
Combine invitations with event reminders
One event invitation won’t be enough to attract all potential visitors. Create a series of automated event reminders, and try to add more value with every new message as the event date approaches. Aside from email, you can use SMSand web push notifications. Below is an example of a series of event reminders created with LIKE.TG’s Automation 360.
Prioritize information in your message
Start with essential details and continue with more specific ones. In the concert invitation below, the prioritization is correct: the performer’s name is first, then — the time and date, the list of activities to expect, the vintage image to create the right mood, and a CTA at the bottom.
Use social proof
Social proof always works especially when feedback comes from a person your target audience associates themselves with. In the example below, the target audience is students and youth, so feedback from someone their age works perfectly.
Share photos and videos from previous events
Recipients will see what they could miss if they don’t attend your event. Use this technique to provoke an emotional response using FOMO. This excerpt from a Meetup invitation email proves that people have fun at their events.
That’s it! We hope you’ve learned lots of new stuff from this guide, and it helps your event invitation strategy.
Event reminder
An event reminder is a message sent to update users on upcoming events like a webinar, course, conference, concert, etc. Reminders are also a great way to stir up interest in your event. Using LIKE.TG, you can send event reminders via email, SMS, web push notifications, and Facebook chatbots without much sweat.
Why is it important to send event reminders?
Today, people have a very short attention span, and their schedules are overcrowded with all sorts of activities and plans. Your event may easily slip users’ mеmory entirely. Besides, they can also lose interest as the event date approaches, so without a doubt, attendees require constant reminders and updates about your event during the waiting period.
When should I send an event reminder?
Send event reminders at least three times to help attendeeskeep your event in mind and whet their appetite. That is a week before the event, a day before, and the day of.
It is a common belief that the best time to send such messages is during non-working hours, although this highly depends on your registrants. All in all, if you set up automated reminders, it will save you a lot of time and effort compared to sending emails to each user manually or bulk email blasting everyone on your contact list.
Email is among the most popular media for communication with attendees. It allows companies to provide all the necessary information, including images, text, CTA buttons, and links. Make sure your email is designed well and easy to digest.
How do I write an event reminder email?
Here are the two main things you need to consider when writing event reminder emails: the subject line with a preheader and email content. Let’s have a closer look at both of them.
Event reminder email subject line
A subject line is, by far, the most important component of your event reminder since it’s the first part that registrants see upon receiving the email. Over 69% of emails are marked as spam based on their subject lines, and you don't want your email to be one of them.
Write a subject line that clarifies your email is a reminder. Cliches like “just a friendly reminder” work well in this case. Nothing limits your creativity, though. “Email marketing giants are approaching.” — this may be the perfect subject line for an event reminder email that gives more information about the speakers of an upcoming digital marketing conference.
Use preheader text to your advantage to support the subject line. An example below:Subject line: “Email marketing giants are approaching.”Preheader text: “They know how to grow.”
Personalizing email subject lines is simple with LIKE.TG, so use it to increase your open rates and user engagement. Follow these instructions.
Content in an event reminder email
Begin with an image of your event location or speakers. This will give attendees a better picture of what they should expect from your event. Add a small image so it won’t take all attention away from the text.
Only include essential facts about your event, like the date, time, location, and schedule, include the discussion topics and the list of speakers. It’s a good idea to format these ideas in a bulleted list to make your email more digestible.
Finally, give users a way to go somewhere after reading your email. For instance, provide a link to contact the event’s organizers, or share an album on Facebook where users can enjoy photos from the last event.
Great, you’ve just learned how to write event reminder emails. Let’s move on to the technical side of things and create a sequence of three emails - the most effective way to keep your audience updated and interested in your event.
How do I send an event reminder email series?
Create an event variable in your mailing list
Create email templates
Set up the start of your email flow in Automation 360
Create an automated email flow and schedule
Use LIKE.TG. It’s a multichannel marketing automation platform that helps you communicate with your audience in various ways: via email, SMS, push notifications, and chatbots. Register and follow the instructions below to set up an event reminder series with three emails.
Step 1: Create an event variable in your mailing list
Select your mailing list and create a date variable with the name of your event.
Connect your event registration form with LIKE.TG and set up an automated adding of users to the mailing list via API. When subscribers fill out the form, send the event date as a variable along with contact data. Once you do that, your mailing list will look like in the screenshot below.
Step 2: Create email templates
There’s plenty of ways to do it! You can build templates from scratch with LIKE.TG’s intuitive drag and drop editor, use one of our free pre-designed templates, or save any email in your Gmail inbox as a template in your LIKE.TG account with our free Chrome extension.
Below is the example of an event reminder email created in our drag and drop editor.
Step 3: Set up the start of your email flow in Automation360
Go to the “Automations” tab, and set the “Special date” event as a trigger for sending the email. Select your mailing list, choose the previously created variable, and set up how long before the event date emails should start sending.
Step 4: Create an automated email flow and schedule
Drag the email elements from the left-hand side to the working area, choose previously created email templates, schedule the dates, and connect those elements with the start of the flow and with one another, like in the GIF below. Let’s schedule the first one to send two weeks before the event, the second—a week before, and the last one — right before the event.
Now it’s time to check out some inspiring examples of email reminders sent via email, SMS, and web push notifications.
Event Reminder Examples
Below is a great example of an event reminder email from FenderPlay. The template looks vintage and has all the key info that people need to know. The message says there will be a live online performance, an exclusive interview with the band, and a guitar giveaway.
Another great event reminder example is this minimalistic email from Upwork. It invites freelancers to visit a webinar, clarifies the topic and time of the event, and promotes more upcoming events.
Sending reminders via SMS is also an effective way to boost interest in your event since SMS has significant open rates. Below is an example from Sephora. The message says there are only three days left before the event and reminds recipients about the date, time, and location of their event.
Another SMS event reminder was sent the day before an annual charity fundraising event. It reminds the audience about the speakers and gives a link to pre-registration.
You can send automated bulk SMS with LIKE.TG, so register and give it a try.
You can also use web push notifications for sending excellent event reminders. The message below invites recipients to join an online live performance on KEXP radio. Below you can see how it looks on different operating systems and browsers.
Note that, you can send unlimited web push notifications to up to 10,000 recipients monthly for free with LIKE.TG. If you work with a larger audience, check our pricing page.
Now, as you’ve seen some examples, let’s learn the best practices that will help you create efficient event reminders.
5 Best Practices of Event Reminders
Create a mobile-optimized subject line
Include the right images
Personalize your message
Provide contact info
Make a reminder email a one-page message
Create a mobile-optimized subject line
Use a subject line that is no longer than 41 symbols since a large number of emails are opened on mobile devices. The screenshot from the mobile phone below allows recipients to understand what that email is about: a “QA session with Dr. Laurie Santos” and the preheader text hints the topic is COVID-19.
Run A/B testing with LIKE.TG to define the best subject line.
Include the right images
Pictures capture people's attention easily, but figuring out what images to use can be challenging. Include any fun GIF from your event page, highlights of the speakers, or images from a recent event to help your audience understand what the message is about. If you send a reminder the day before or during an offline event, adding a map is ideal.
The example below is a well-structured reminder email from Synapse. It describes the speaker and includes an appealing image.
Personalize your message
Many event reminders are automated and look the same, but they can provide customers with additional value when you personalize greetings and other parts of your message. Also, make sure to include the names of your employees that curate the event and their contact information so that attendees can ask questions about the affair if needed and have the opportunity for additional engagement.
Here is an example of a personalized reminder that uses the recipient's name.
Provide contact info
In case of questions, ensure that attendees can quickly contact you or your employees for clarification. It can be a link to your FAQ section or direct contacts of the responsible person.
The screenshot below shares lots of details on the upcoming event and allows users to contact the organizer by following the easily visible link at the bottom.
Make a reminder email a one-page message
Don’t repeat all of the details about your event in your event reminder. Just include the time, place, and the key reasons to visit your event with brevity. If you add an image, make it small and put it before the text.
As you can see, event reminders play a crucial role in the success of your event, and it is vital to compose such messages correctly. With the help of LIKE.TG automated email services, you can create an email marketing campaign, reaching out to different segments of your audience with the tailored messages for enhanced success. Follow the tips provided above and create informative and appealing email reminders easily.
Evergreen content
Evergreen content is SEO content on topics that always stay relevant and “fresh” for readers. Ithelps generate top search engine ranking, attracts leads, connects a brand with its existing customers, and only requires regular updates.
Check out the video below to develop great evergreen content ideas for your company.
In this article, we’ll explore the importance, benefits, and types of evergreen content. Next, we’ll learn how to create relevant content and get inspired by some great examples.
Why is evergreen content important?
Companies leverage step-by-step guides, tutorials, videos, how-tos, checklists, and podcasts for beginners and professionalsto drive traffic to their websites,convert visitors into leads, and establish authority. However, writing ordinary articles that correspond to the realities of a certain time can’t guarantee the future success of a business. Much lies in a marketer’s ability to write blog posts that will always be in demand — useful content that isn’t subject to time.
A blog’s team of professionals who create such masterpieces brings knowledge to their readers. They consequently reward this company with organic traffic, high search engine rankings, backlinks, and higher ROI. Helpful, clear, and approachable blog posts can easily reach target audiencesand attract moreprospects. By providing customers with informative and up-to-date information, you’ll also be able to retain your readers and acquire loyal customers.
With valuable and clear content, brands can reduce their websites’ bounce rates. Using keywords and links also allows companies to support their SEO strategy and stay in the lead.
There are even more reasons why brands consider creating “fresh” blog posts. Read on to unveil more advantages of this marketing technique.
Benefits of Evergreen Content
Leveraging quality articles that comply with key SEO principles brings value to your business. There are several pros evergreen content brings, and they are as follows:
high search rankings;
a steady stream of readers;
a high level oftraffic driven to a website;
strong relationships with existing customers;
more value for visitors (skills and knowledge);
a high number of shares;
more backlinks;
customer loyalty;
more authority in the industry;
lead generation.
Now that you know about the pros, let’s review the types of evergreen content.
Types of Evergreen Content
Step-by-step guides
Cornerstone content
Articles supported by statistical proof
Lists of useful tools
Infographics
If you aim to rank higher and drive more traffic, be ready to use different forms of content: how-to instructions, guides, interviews, product overviews, infographics, and more. They will help you engage your audience and make them stay loyal to your company. It’s time to jump into the types.
Step-by-step guides
To learn something new or solve a problem, people go to Google to find answers. That’s why you should get ready to provide them with the most informative and detailed guides on various topics in your niche. By creating evergreen step-by-step guides for your blog, you’ll be able to drive more traffic to your website.
Let’s take one of the most popular topics, how to fry an egg, for example. Food Network’show-to article will be relevant and rank high on Google because people will always need to know how to cook an egg. The article doesn’t even require any updates since the process stays the same.
Cornerstone content
It’s the main content on your website, and it can be presented in the form of an article, single page, blog post, or several posts. These are informative and relatively long articles that combine information from reliable sources and cover the essential ideas on a specific topic. It’s a great approach to welcome visitors to your sales funnel.
For example, PC World offers visitors to read its article before purchasing a laptop.
Articles supported by statistical proof
If claims in your posts are supported by evidence, people are more inclined to believe this information. You can search for results from surveys on reliable websites to prove your words.
For example, the article “Why Does 1% of Content Marketing Articles Receive 30% of All Shares?” on Buzzsumo’s site makes its statements and proves them with statistical evidence.
Lists of useful tools
Recommending your clients some useful tools to be at hand is also a great idea. Show your readers some tools that can be helpful in their professional or personal life. Try to compile a long list of services that suit businesses with different budgets to bring the most value.
With its blog, LIKE.TG strives to provide value and knowledge to its readers. For example, in the blog post below, you can find the best online form builders.
Infographics
According to one ofVisme’s surveys, 32% of marketers inform that visual images are an essential form of content for their companies.It’s always a great way to convey important facts, statistics, short guides, or examples through infographics. They are visually appealing, and customers perceive such information faster. Besides, infographics are easy to download and check without the need to google anything or read long articles.
For example, let’s take a look at this great infographic from Entrepreneur. It contains 12 rules about startupsfrom Mark Cuban.
Now that you know the types, you can easily bring your evergreen content ideas to life. However, to do everything perfectly, check out the next section to find out how to create search-optimized articles, blog posts, tutorials, and step-by-step guides.
How to Create Evergreen Content
Select a topic
Choose the right keywords
Avoid dates and events
Write case studies
Create informative guides and tutorials
Make sure your articles are up-to-date
Every brand tries to regularly create this type of content because of the advantages it brings. If you are interested, start here to develop it for your company.
Select a topic
You need to search for topics that are relevant to your website and can drive great traffic. To select an appropriate topic, you should distinguish trending (have a great search volume at the beginning but lose it quickly) and evergreen posts (continue driving high traffic for a long time).
Firstly, look for the topics that can be an excellent fit for your website and will stay relevant for your customers at the same time. Secondly, check the articles you already have in your blog to figure out which of them retain the most readers. Thirdly, check out similar blogs, identify the content you need, and check it with a special tool.
For example, LIKE.TG, a service that helps send email campaigns, create chatbots, and design landing pages,also educates leads and customers about internet marketing through itsblogand glossary.
Choose the right keywords.
If you want to make your posts rank higher, use appropriate keywords. To identify these keywords, you can leverage one of the keyword research tools (Term Explorer, Ahrefs, SEMrush, or Moz’s Keyword Difficulty Tool) or just type a search query in Google.
For example, let’s type “internet marketing” in Google search and see some related keywords people search for.
Avoid dates and events
If you don’t want to shorten the lifespan of your content, ensure it doesn’t contain any specific dates or events. It’s advisable not to stick to the events that happen during the time you create your articles. If some of your blog posts require dates, use them wisely.
Let’s take the article “2021 Marketing Guide” from business.com, for example. The company’s editor can easily update the post’s title to “2022 Marketing Guide”.
Write case studies
Case studies imply in-depth research of events, people, or communities and aim at analyzing specific issues, situations, or companies. They are popular in business areas but appropriate only for certain types of situations and target audiences. However, if you know that your readers prefer in-depth analytical content, a case study is a great choice. By using it, you can build credibility, increase authenticity, and provide your readers with new knowledge.
For example, the Buffer blog enables readers to access its collection of 47 posts with case studies.
Create informative guides and tutorials
All people need advice in different life situations, and they often use Google to receive it. Users search for guides, tutorials, and videos to find answers to their questions and choose articles that rank higher. If you want to establish authority, try your best to create informative and relatively long step-by-step guides so that readers can use them to their benefit.
For example, an owner of a small business who wants to know more about email marketing can receive value and comprehensive knowledge from LIKE.TG’s blog post “The Ultimate Guide to Small Business Email Marketing.”
Make sure your articles are up-to-date
At this stage, it’s no longer important how hard you worked on your blog posts and how high-quality they are. The key task here is to update them regularly since strategies and tools change, which results in your content becoming less relevant and “fresh” over time.
Let’s take LIKE.TG, for example. We regularly update our blog posts and glossary articles to stay relevant and provide users with the most up-to-date content. You can see the date when our article about Instagram tools was updated below.
Now that you know the steps, let’s review several websites that offer evergreen articles.
Examples of Evergreen Content
Dotdash
Wikipedia
Buffer
We can encounter evergreen content on Google and social media on a routine basis. The number of examples is huge, but we’ve prepared the most popular and successful websites.
Dotdash
The company and its brands like Investopedia, The Balance, and Verywell help millions of people worldwide by publishing articles on some of the topics users search for most often. Readers can obtain information on health and wellness, finances, beauty, and many more.
Let’s take a closer look at Investopedia. The website provides people with a dictionary and academy aimed at teaching visitors everything related to finances.
Wikipedia
With its1.9 edits every second and 18 billion monthly page views,Wikipedia is an excellent example of an evergreen website since it allows people worldwide to update its articles if some facts are missing or need editing. Because of this, Wikipedia’s information is constantly updated and remains relevant.
Buffer
Buffer blog is a treasure trove of materials for marketers. It involves blog posts about social media and online marketing and contains materials in various forms: tutorials, guides, courses, case studies, etc.
You can see Buffer’s blog post on how to leverage Facebook for your company below.
Companies that create non-time-sensitive and always relevant evergreen articles will be able to easily receive their reward in the form of high rankings, more leads, loyal readers, and increased traffic. Therefore, you should not waste your time and leverage the gained knowledge when developing your content strategy instead.
Event confirmation email
An event confirmation email is a message sent to a user to confirm their registration for an event. It reassures attendees that their registration was received, confirms registration details, and gives essential information about the event.
Marketers send event confirmation emails immediately after a user completes the registration for an event. These emails contribute to building customer loyalty since they verify the registration, provide directions for the next step, and keep the attendees informed. Also, brands don’t have to spend much time creating an event confirmation campaign or managing contacts — they can rely on marketing automation services.
Why are event confirmation emails important?
Confirmation emails are importantto the event registration process because they:
Inform attendees about important details regarding the event: date, time, place, program.
Confirm successful payment for the event: if the event is a paid one, the email acts as the payment confirmation and receipt.
Allowrecipients to opt-in for updates, newsletters, and future events: this email is an excellent chance to increase customer engagement by striking the iron while it’s hot.
Promote referral programs: if the business or event organizers have a referral program, this is a great way to promote it and increase brand outreach.
How to Write an Event Confirmation Email
Write short but valuable emails
Include appropriate images
Use effective CTAs
Provide attendees with extra help
A confirmation email should be brief but informative and bring value to your subscribers. Follow the tips below:
Write short but valuable emails. Less is more. Stay away from being too wordy about your event. Include the information which is essential for your attendees like date, time, venues, and the overall purpose of the event.
Include appropriate images. They will not only make your email more attractive but prove that an event is worth visiting. Tempt subscribers with the photos from the previous meetings or unveil the mystery of your future events.
Use effective CTAs. An Effective CTA is one that directly says what a user needs to do. It should relate to the email you’ve sent.Again, allowusers to get acquainted with the full program of the event via the CTA button.
Provide attendees with extra help. Since your event may be attended by people from other cities and even countries, they will be interested in transportation, places to visit, and hotels. Don’t leave them alone — at least, you can provide useful links regarding these issues in your email.
How to Send an Event Confirmation Email with LIKE.TG
You can easily set up an event confirmation email using Automation 360. Our service will send an email campaign after a user performs the specified action. In this case, that is the “Special Date” event. The automation starts on a particular date mentioned on the mailing list that the attendee joins. Follow this step-by-step guide to send an event confirmation email.
Event Confirmation Email Examples
Here is a webinar registration confirmation email from Fairygodboss. It answers all the possible questions a user may have.
This Eventbrite confirmation email invites young people under 35 to their meeting. It aims to discuss issues affecting youth and empower them. The brand lets people contact the organizer if any questions occur.
An email confirming registration to attend a UK university fair.
Event Confirmation Email Best Practices
To conclude, here are the essential things to pay attention to when crafting event confirmation emails:
Use segmentation to ensure an individual approach for every attendee. National and international events must provide people with the best experience.
Use marketing automation services to send event confirmation emails and reminders, automatically, after a user performs a particular action.
Invite attendees to your social media profiles. This way, they will find out more about your brand, communicate with the organizers and other attendees, and check photos from previous events. Just offer a chance to join your company on Facebook, Instagram, etc.
Add the email address and the phone number of a person responsible for the organization so that an attendee can ask for help at any time.
Event announcement
An event announcement is a way to promote your upcoming event and make it more visible for your target audience. You can announce your event on various platforms, including social media, YouTube, display ads, etc.
Why should I create event announcements?
Sending event invitations and event reminders is a must to attract your existing audience. The question is, how can you invite people that might be interested in your event but are not yet in your contact base?
Using an event announcement is the right answer. It’s similar to a traditional promotion, but it promotes your event instead of products. So, if you want to announce the event to an audience beyond your subscribers, make sure it’s highly targeted.
Let’s have a look at some event announcements on different channels.
Event Announcement Examples
We’ve collected a few examples of event announcements on Instagram, Facebook, and YouTube. These ads can be costly but allow highly targeted campaigns.
The first event announcement example is a promotional Instagram ad from HubSpot Academy. The message tells what topic of the upcoming event is, its date and time, and presents the speaker.
We found the next event announcement example on Facebook. It promotes a brain-training masterclass, targeted specifically at parents with teenage children. The event is free, so this type of advertising allows you to reach a large audience that has nothing to lose.
The last example is a seminar announcement on YouTube. Making a video is one of the most expensive types of advertising, though it can be extremely powerful in terms of attracting attention.
All these options are paid, but how can you promote your event if your business has a small budget? Let’s find out.
3 Ways to Announce Events for Free
Create subscription forms with a lead magnet
Place a banner on your site
Run a giveaway using socials and email
We’ve collected three ways to generate more interest from potential attendees without investing a dollar.
Create subscription forms with a lead magnet
Place one of LIKE.TG’s free subscription forms on your website and offer free admission to your event as a lead magnet. You can create a form like the one example below in less than half an hour.
This way, you will increase the number of attendees at your event and generate more subscribers for future communication. It’s also a great idea to set up automated event reminders to keep your new audience engaged until the event date.
Place a banner on your site
If you have lots of organic traffic from Google, why not use it to your advantage? Ask your designer to create an eye-catching banner to promote your event right on your website. It can be something like the example below.
Make sure your announcement banner doesn’t interrupt the user experience of your website and allow visitors to close the banner if they want.
Run a giveaway using socials and email
Everyone loves freebies! Create a post about an upcoming event on your Facebook page, and encourage shares fora chance to win free admission to your event. Set your giveaway’s rules as the following: “Share this post on your page, subscribe to our email list, and get your chance to win two tickets for the concert.”
Send giveaway emails, like in the example below, to the new subscribers.
Great, you’ve learned how to attract users that don’t belong to your audience yet. Let’s now finish this guide with some actionable tips.
4 Best Practices to Create a First-class Event Announcement
Target your event announcements
Put the most significant value upfront
Combine different channels
Create a thought-out onboarding experience
Here are four best practices to create event announcements to help you achieve excellent results.
Target your event announcements. Since you promote your event to non-opted-in users, target your messages very specifically based on people’s interests. You don’t want to look spammy on any channel you choose: be it Facebook and Instagram ads, or display and YouTube advertising.
Put the most significant value upfront. Again, people don’t know your brand yet, so put your cards on the table right away, and tell them why your event is worth visiting. Save the logistical details for your event reminders, your event announcement is purely promotional. You will send these messages to users that converted from your event announcement.
Combine different channels. The more channels you use, the better your chances of being recognized by your target audience are. While you’re at it, make sure that your message looks great on any device.
Create a thought-out onboarding experience. Your event was the only reason new users subscribed. However, your relationships with event-goers shouldn’t end there. You can create a series of onboarding emails with LIKE.TG’s Automation 360, and offer more value to entice subscribers to stay in touch with your brand. The value that you offer can be in the form of a discount, free trial of your service, an educational email newsletter once a week, you name it.
We hope this guide clarifies how to expand the target audience for your event beyond your regular subscribers.
Event invitation email
An event invitation email is an email that is sent to the subscribers to announce an upcoming event like a webinar, conference, presentation, etc., and convince people that it is worth visiting.
Why are event invitation emails important?
Informs people efficiently
Enables wide outreach
Gives opportunity for personalization
Leaves room for creativity
Informs people efficiently.An event invitation email is remarkably efficient in terms of letting people know about upcoming events. Think of it as an online equivalent of an invitation by mail, with the only difference: email invitations are much cheaper, faster, and easier to produce. Besides, it gives you an idea of how many people are going to visit.
Enables wide outreach. It is possible to send event invitation emails to thousands of people all around the globe in one click.
Gives opportunity for personalization. If there is data like a subscriber’s name, location, gender, etc., there is a wide range of personalization options. Personalized event invitation emails are more likely to kindle the audience’s interest.
Leaves room for creativity. This “genre” of the email puts no boundarieson your imagination. The brand chooses the style of an event invitation email based on the tastes and preferences of their audience. The success of an email campaign depends on how well the company knows its clients.
How to Create an Event Invitation Email
Decide upon a style and tone
Create an eye-catching subject line
Come up with a well-thought-out design
Write a solid copy
Put a strong CTA
Add signature in the footer
Decide upon a style and tone. Plan how your message will sound,formal or friendly. The choice varies from event to event and depends on the style of your brand.
Create an eye-catching subject line. It is an essential element of any email. The quality of a subject line determines whether the subscribers will open it or not. A subject line should inform recipients about the content inside the email and intrigue at the same time to achieve a high open-rate.
Come up with a well-thought-out design. Usually, email invitations have a simple look so readers can digest the information quickly. Make a meaningful design where every element serves its purpose. It is convenient to create emails in a drag-and-drop editor, so try to create event invitation emails with LIKE.TG. For a change, you can add a video and GIF to an email. These compelling visuals may increase click-through rates if used correctly.
Write a solid copy. Make sure that the text in the event invitation email gives recipients a clear picture of what is going to happen, when, and where. If you invite them to participate in a webinar, write about the speakers and which topics they are going to cover. If there’s a conference, provide the readers with a full schedule, including coffee breaks and brief info about the speakers, too.
Put a strong CTA. A call-to-action tells the recipients about the next step. It should be visible and contrast to the background.
Add signature in the footer. End up your event invitation email with a full sender's name, address, and links to social networks. This way, your message looks more serious and personal.
Event Invitation Email Tips
Make the invitation brief and straightforward
Ensure it is valuable and relevant
Plan ahead
Push creativity to its’ limit
Use a personalized approach
Make the invitation brief and straightforward.Say what is going to happen, why it is worth attending, and what should recipients do to join.
Ensure it is valuable and relevant. Send invitation emails to an appropriate audience; make sure it is exciting and helpful for your subscribers. Use segmentation to target your invitations and content better.
Plan ahead. It’s okay to create a sense of urgency, but it should sound suggesting, not demanding. Bear in mind: people need some time to decide whether to attend or not.
Push creativity to its’ limit. An event invitation email should correspond to your brand’s identity, while you need to come up with something original to attract people’s attention to your event. Add a video where a real person makes an invitation. Put a GIF in your email. Be minimalistic andadd only a company logo and plain text. Tryto surprise your audience in a good way and think outside the box.
Use a personalized approach. Implement personalization in your event invitation emails. It’s a powerful tool for raising open and click-through rates. A personalized approach builds trust in your subscribers.
Event invitation email examples
Kate Spade. They invite in stores to buy some leopard style things and enjoy free temporary tattoos, nail stickers, and other treats.
Theater at Ace Hotel. They invite to book tickets for concerts and shows.
Mac. They invite recipients for a complimentary 15-minute appointment to experience the new spring collection.
Creating and sending an event invitation campaign in LIKE.TG won't take you much time. If you haven't sent an email yet, follow this step-by-step guide.
Send event invitation email.
Event follow-up email
An event follow-up email is an email sent after an event to request feedback from the attendees, share photos and videos, and even make exclusive offers for the event-goers. These follow-up emails are designed to create more positive emotions around the event and increase loyalty to the brand.
How to Write an Event Follow-up Email
Create a relevant subject line
Include a photo or video from the event
Add a CTA
In email marketing, it is crucial to maintain a continuous flow of valuable messages. Once the event you hosted is over, don’t stop communication just there. Follow up with your attendees with at least one post-event email. Here are some things you should include in an event follow-up email:
Create a relevant subject line. It’s the first thing users see in their inboxes, so your subject line should clarify that the email is about the recent event. Here’s an example of such a subject line: “P.S. How was the Big Bear Conf. 2020?” And combine it with a preheader like this: “Photos, recordings, and key takeaways included.”
Include a photo or video from the event. If the event was fun, why not remind the attendees about it? Add a picture of the crowd listening to the speaker to highlight the scale of your event. Group photos of participants enjoying their time is also a great way to capture positive emotions about the event.
Add a CTA. The wording of your call to action depends on the topic of your follow-up email. If you are sending it to share photos, the CTA should lead to an album of images on Facebook or Google Drive. If it’s more of a “thank-you” email, let recipients share their feedback with you. You can ask them to fill a Google Form with different questions, or simply rate your event with stars.
Now that you’ve learned what to include in your event follow-up email, let’s gain inspiration from some examples.
3 Event Follow-up Email Examples
Here are three killer examples of event follow-ups shared by Really Good Emails.
The first email is from Litmus Live. It includes an image from the conference with some thankful words. This follow-up email encourages recipients to share the insights gained from the event with their friends on socials. Besides, the Litmus team promises to send recordings from the event soon, so users can reinforce what they’ve learned. At last, the company asks the event-goers to leave feedback in a survey.
The second example is designed by Invision. “Designed” is the right word since the email consists of three simple messages. A giant “THANK YOU” at the top, a preview of some event photos, and a CTA at the bottom that leads the recipients to the brand’s Facebook page, where they can find themselves in the gallery.
The last event follow-up is from EiQ and BrightWave. It is written in a warm, friendly tone, includes links to the event recordings, and encourages users to subscribe for updates about next years’ conference early on. It also contains a portrait of EiQ’s founder and CEO with a signature to add more authority to the message and a CTA that leads to the recordings again. This event follow-up email ends with a list of companies and partners that participated in the event.
Let’s do some practice and learn how to create an event follow-up email.
How to Send an Event Follow-up Email Using LIKE.TG
Create an email template
Prepare a list of recipients
Schedule email sending
It only takes three simple steps to send an event follow-up email with LIKE.TG. Here’s what you need to do:
Step 1: Create an email template
You can create an email template in three ways with LIKE.TG:
Using our convenient drag and drop editor;
Using a customizable pre-designed template from our free library;
Saving any email from your Gmail inbox as a customizable template in your LIKE.TG account with our Chrome extension.
With LIKE.TG’s drag and drop editor, you can create a template like the one below in less than an hour.
Step 2: Prepare a list of recipients
Move the event-goers into a separate segment by assigning a variable to those who registered to your event. For example, you can name the segment “Event-goers,” and send an event follow-up email only to them. Here’s how a mailing list looks in LIKE.TG.
Step 3: Schedule email sending
You can send your email right away or schedule it for a specific date, for instance, a week after the event.
You can also create a flow of automated emails starting from your event announcement and invitation, continuing with some reminders as the event date approaches, and ending with an event follow-up email. Here’s an example of such flow created in LIKE.TG’s Automation 360.
Follow these instructions to create an automated flow of emails.
Now that you know how to create and send an event follow-up email, let’s finish this guide with some best practices.
6 Best Practices for Creating Effective Event Follow-up Emails
Write the event’s name in the subject line
Thank your attendees
Add a group photo
Share recordings from the event
Ask for feedback
Make exclusive offers to the event-goers
We’ve listed six tips that will help you create a great post-event experience for your attendees. Here they are:
Write the event’s name in the subject line. Event-goers will easily recognize the name from the crowd of other subject lines in their inbox. If they enjoyed your event, they will surely open your email.
Thank your attendees. Write a few warm words to your audience. Share your plans for the next events and encourage their participation in the future.
Add a group photo. If you took a group photo during the event, include it in your event follow-up message. The attendees will be excited to find themselves in the photo and will share it on Facebook, Instagram, etc.
Share recordings from the event. If you held a conference or webinar, send some materials from this event so attendees can solidify the knowledge they’ve gained with your help.
Ask for feedback. A feedback request adds interactivity to your communication and may provide valuable insights that will help you make your next event even better.
Make exclusive offers to the event-goers. If you held a shopping event, then it’s okay to promote, upsell, and cross-sell your products to event-goers. You can also offer a discount for the next event if it’s paid.
Congratulations, you’ve learned how to create killer event follow-up emails. Try to create one with LIKE.TG today!
Send an event follow-up email
ESP
An ESP (email service provider) is a company that provides tools for email marketing. To make the right choice of ESP for email marketing campaigns, you need to focus on the ESP’s functionality and deliverability rates.
Criteria for Choosing a Functional Email Service Provider
Ready-made templates. You will need a sufficient number of ready-made templates on different themes for your email campaign. It should also offer the designer’s support in cases when you need to develop a unique email template without your own efforts.
Mobile-friendly design. The email service provider should optimize email messages for every device. This means that your email will be adapted to all mobile devices and will be viewed even on the smallest screen. This function is very useful because only half of the emails are opened and read from smartphones.
Integrationwith your own projects. For a business, it is very important that systems work synchronously. That’s why email service providers should offer a lot of integrations for your CRMand CMSto transfer data to run your email marketing campaigns with your project management and commercial activities.
Sending a series of emails. This function is of real value for email marketers because it ensures your email messages are sent out when a new subscriberis added to your mailing list or when a subscriber clicked on a link in the email. With an automated series of emails, you can create automated email campaigns based on users’ activities.
LIKE.TG provides all of the features mentioned above as well as A/B testingof emails to see detailed stats of each campaign. LIKE.TG also has many other useful features.
Email signature
An email signature is a part of a brand image thatis more than just your name and position held. It is often called an email footer. It provides a recipient with information about your company and helps recognize it.
An email signature is a mustbecauseit reinforces brand awareness and gives additional marketing opportunities.
The video produced by Exclaimer offers useful insights into the art of creating an email signature.
How to Create a Professional Email Signature
Name, company, the position held
Contact information
Company logo
Social media icons
Stick to a neat design
Name, company, the position held
All the recipients judge by this information whether an email is worth reading. Never send campaigns on behalf of an individual without stating the brand. Note that a sender is to be easily related to the business at the back of the subscriber's mind.
Contact information
Include the link to the official website and blog, your company phone number or the number of customer care department.
Company logo
If you have a business, include its logo. Still, it's not obligatory but will help the clients recognize and remember you.
Social media icons
Bear in mind that you can include link only to the profile of your company, but not your personal one. We recommend adding social media icons to the email signature as they give another opportunity to acquire new leads. Don't miss a chance to grow your target audience!
Stick to a neat design
Take into account your corporate colors and fonts while creating an email signature.
Keep away from:
Colors that shriek at one another like green and blue.
Bullet list.
GIF-animation.
Adding the email address you are sending from.
How to create an email signature in LIKE.TG?
All the ready-made email templates include an email footer. If you want to create your own unique template, use our drag-and-drop editor. You see that it contains an email signature as well. To add some text, social media icons or separators, just drag these elements from the left to the design.
Create and send an email campaign for free right now!
Email workflow
An email workflow is a sequence of automated emails triggered by a user’s behavior or data, for instance, placing an order, shopping cart abandonment, subscription, registration, etc.
Here's a short video instruction that describes how to send trigger emails with LIKE.TG.
Why is an email workflow critical?
Saves time
Helps to move leads down the sales funnel
It provides a more individual approach
It helps to strengthen email marketing strategy
Saves time. You no longer need to send thousands of emails manually. Once you set up an email workflow, an email marketing automation platform like Automation 360 takes care of the technical side of things. As soon as the user performs an action that activates a trigger, the service automatically sends a corresponding email, while you can busy yourself with other matters.
Helps to move leads down the sales funnel. If you drive a lot of traffic to your website and get tons of new subscribers without a raise in revenue, you may be losing your leads somewhere down the funnel. Email workflow helps to move them down the funnel, ensuring smooth onboarding, purchase, and other processes with automated emails.
It provides a more individual approach. You can create email workflows to send highly relevant emails based on the lead’s position in the sales funnel, their level of engagement, or buyer persona type. In other words, email workflow answers the question “howcan I create relevant and personalized content for building long-lasting relationships with the audience.”
It helps to strengthen email marketing strategy. If you wonder how to cope with a high volume of abandoned carts, low open and click-through rates, poor unsubscribe rate, etc., email workflows are there to fill these gaps. They assist customers during their whole lifecycle giving a helping hand at the right time. To implement this technique, all you need is to identify the weak points of your strategy and set the right triggers that activate email workflow.
Email Workflow Types and Examples
Onboarding workflow
Purchase workflow
Abandoned cart workflow
Event invitation workflow
There are many types of email workflows that you can utilize to bring more benefits to your business. Let’s check them out now!
Onboarding workflow
You can collect subscribers with the help of subscription formspowered by lead magnets, but merely having a person on your mailing list is undoubtedly not enough. When communication begins, you need to show subscribers how your business can solve problems, improve, and make their life easier.
Registration is the trigger that launches a series of onboarding emails starting from the welcome email. In the next email, find out the subscriber’s interests. Depending on the answer, send an email with relevant content, sharing your knowledge, and educating leads.
Purchase workflow
It is essential to guide people through their purchase.This workflow enables you to confirm an order, update the shipment status, and cross-sell related goods. It helps to provide leads with a positive buying experience.
Abandoned cart workflow
There are many reasons thatpeople leave their carts abandoned. This type of email workflow is intended to drive users back to the website and incentivize them to complete the purchase. Follow abandoned cart email best practices here.
Event invitation workflow
Itallows you to invite people to your webinars and conferences, supporting them with updates along the way. A thought out structure could be universal for all your webinars, allowing you to use it over and over, saving time and money.
Other types of workflows
Lead nurturing workflow
Loyal customer workflow
Re-engagement workflow
Lead nurturing workflow. This one is responsible for moving warmed top-of-the-funnel marketing leads down the funnel smoothly to turn them into customers. Several actions that display users’ genuine interest — blog subscription, e-book download, etc. — trigger the automation. From here on, subscribers will receive relevant educational content that will help them decide to purchase your product.
Loyal customer workflow.This is a way to give some special treatment to loyal customers. It may include emails with exclusive offers and discounts, available only for those who made more than N number of purchases.
Re-engagement workflow. This type of workflow helps drive cold leads back to the sales funnel. Reactivation email is a way to say: “Hey, we miss you! Come back cause we still have some awesome stuff for you!” Re-engagement workflow can be triggered when a user has ignored emails for six months.
How to Create an Email Workflow
Set up a trigger in Event Manager
Build an email workflow
Launch
You can create efficient email workflows with LIKE.TG Automation 360. Here’s a brief instruction on how to create one for achieving your email marketing goals:
Step 1. Set up a trigger in Event Manager
First of all, you need to decide on the user’s action that will activate the workflow. With the Event Manager, you can set any event on the website as a trigger for launching. You will find more details on how to do it here.
Step 2. Build an email workflow
Set up the start of the flow. Drag and drop the elements and connect them to build the desired structure. Add email templates to corresponding elements, create eye-catching subject lines, and attach files if necessary. Schedule the time gaps between emails.
Here’s how to create a workflow in Automation 360. You may also wonder how to create email templates in LIKE.TG, so check that out, too.
Step 3. Launch
Great! From now on, the process you’ve chosen to automate will work on its own.
Email Workflow Tips
Create workflows only when necessary
Don’t send emails too often
Send the first email within 24 hours after the trigger action
Use a similar style inevery email workflow
Measure the email workflow efficiency
Take advantage of email templates
Create workflows only when necessary. Although workflows may ease your living, it still takes some time and skills to create an effective one. Set up sophisticated processes in case you need to educate and support leads, or if you sell a complex product. Start from the most effortless email workflows and gradually implement more advanced ones.
Don’t send emails too often. If you have many email workflows running at once, make sure you’ve made longer time intervals between each message within one workflow not to be too pushy.
Send the first email within 24 hours after the trigger action. Otherwise, it will look strange to the user and may lead to unsubscribing or marking your email as spam.
Use a similar style inevery email workflow. Make all of your emails recognizable using the elements of your brand identity. Create a few email templates that you could use multiple times.
Measure the email workflow efficiency. In LIKE.TG, you can monitor statistics — opens, clicks, and shares — right in the workflow. This data helps improve an email marketing strategy by making changes at any time.
Take advantage of email templates. You can speed up the process of creating email workflow using predesigned email templates library by LIKE.TG, or use yours for multiple times.
Email spam checker
An email spam checker is a service that runs your emails through the spam filters detecting issues like a blacklisted IP-address or email domain, inappropriate email content, etc., that might cause your message to end up in spam.
Plain and simple: an email that goes to spam harms your email deliverability, which, in its turn, impacts your sender reputation, and endangers all your email marketing efforts. Ending up in spam is the worst-case scenario, so it’s excellent that there is software to check your emails for spam beforeyou send them.
Why should I use an email spam checker?
To positively influence your sender reputation
To improve email deliverability
To increase the quality of emails for both ESPs and recipients
To positively influence your sender reputation. Email template design, copy andCTAs are only the tip of the email marketing iceberg. Understanding the bottom — sophisticated concepts like sender score, authentication, email domain, blacklists, etc., which form your sender reputation, is a must for getting more control over your email marketing strategy.
To improve email deliverability.AnEmail spam checker sheds light on some weak points that your email strategy might have, like lame authentication or poor email content. Having your email checked shows you the ways tomore efficiently earna place in your client’s inbox.
To increase the quality of emails for both ESPs and recipients. Delivering your message to the recipients’ inboxes is a hard craft since nearly 45% of all emails go to spam. This level of competition requires you to keep up with the high standards of technical and marketing aspects when sending emails. Using an email spam checker enables you to raise the bar for both.
What does an email spam checker do?
To run a test, an email spam checker sends a copy of your email through its accounts on popular email service providers and analyzes received data. Let’s have a closer look at how the average email spam checker works:
Testing authentication. It checks whether DKIM, SPF, and DMARC areset up. In short, these are validation principles created to reduce and prevent email spamming and phishing.
Runs your IP/domain through blacklists. Email spam checker verifies if any blacklistmentions your IP-address or an email domain.
Runs a Spam Assassin check. Spam Assassin is an email spam filtering program, which is used as an independent spam filtering application or in addition to other spam filtering programs.
Checks email content.An email spam checker analyzes the email text regarding spammy words and ensures the size of the email is appropriate.
Which email spam checker should you use?
Search engine results suggest there are many email spam checkers with different functionality and pricing plans. Here are three easy-to-understand email spam checkers:
Mail-Tester. This email spam checker runs your emails through SpamAssassin, verifies authentication details, checks the messageforviruses, ensures that you are using the right email format, proves that no blacklists mention you and detects broken links. In one word — multifunctional. Mail-Tester also gives your email a score from 0 to 10 points and provides lots of useful insights and details.
ISnotSPAM.This service is free. Like with Mail-Tester, you need to send your test email to the copied random address and you will see the report in just a minute. However, you will receive fewer details than some other popular spam checkers.
Postmark. It is also a free service, and it allows you to insert the code of your email and get the SpamAssassin score.
How to Check Your Emails for Spam with LIKE.TG
Create your email campaign
Get recommendations
Follow recommendations and send
LIKE.TG recently updated the drag and drop editor with a built-in spam checker feature so that you could improve your email deliverability in a flash. For this you need to:
Step 1: Create your email campaign
Сreate an email with theHTML editor, drag and drop template builder, or make use of ourtemplate library. Avoid using spammy words in your subject line, preheader text, and copy.Below, you can see a LIKE.TG campaign builder where you can easily customize all of the elements to your liking.
Step 2: Get recommendations
At the last stage of creating an email campaign, click on “Get recommendations.” A pop-up message, like on the screenshot below, will reveal issues with sender data and the email body. It may be the absence of DKIM or SPF signature, or images may have no alternative text,so users whose email provider blocks images may miss the point of your message.
Step 3. Follow recommendations and send
Make some of those changes without leaving a drag and drop editor: for example, you can add alt text, links and reduce the number of capital letters. Fixing the authentication parameters takes more time, but it’s time worth spending because your messages will reach more of your clients and increase your revenue.
Email subject line
An email subject line is the first text recipients see after your sender name when an email reaches their inbox. It is important to keep an email subject line informative, catchy, and brief. With LIKE.TG, you can A/B test different subject lines to strike the right chord with your audience.
In this video, our marketer shares 10 best practices for creating killer subject lines. Get inspired!
Why Is an Email Subject Line Important?
Half of the recipients tend to open an email if it has a catchy subject line. Just like an article heading or a book title, email recipients will discard your text if it isn't informative enough or looks spammy. That said, an email subject line must convey the necessary information in a succinct way. You don't want your email to be among the 69% of emails that are sent to spam because of the subject line alone.
This makes it essential for beginners and established firms to practice caution and deliver quality content, no one wants their email to end up in the trash folder without the recipient opening it.
How Can I Create an Effective Email Subject Line?
Personalize your email subject line
Ensure your subject line is brief
Create a sense of urgency
Ask an important question
Use an emoji
Get rid of spammy language
A perfect email subject line results in more clicks and, therefore, effective email marketing, as your products reach a majority of your target audience.
Below are the most important tips to follow
Personalize your email subject line
Over 26% of emails with a personalized subject line have better chances to be opened, due to their unique and specific approach. Research shows that personalizing your subject line doesn't necessarily mean including the recipient's name, new ways have emerged. For example, you can personalize emails with demographic information or offer deals based on your customer’s past purchases.
With LIKE.TG you can easily personalize your email subject line and use smart personalization to approach each customer individually.
Ensure your subject line is brief
Recent advancements in technology have made a massive increase in smartphone use. Now, most people are likely to open emails via their phones. Mobile devices are easily accessible and thus convenient for most people to check their email on the go.
That’s why email marketers need to keep their subject line under 40 characters long to avoid getting cut off on mobile inboxes. Additionally, bear in mind that many users won't read an email to the end if it doesn't grab their attention at first.
Create a sense of urgency
You should make an urgency claim that looks genuine and avoid overdoing it. The “emergency” can be a limited time offer explaining that you have little stock left for sale or even a short time left before the offer passes.
Ask an important question
Raising curiosity is important, although it's mainly effective in articles. When it comes to email subject lines, ask an essential question, and let the recipient click to see the answer underneath. Do not start a sentence and finish it in the body as this will be seen as clickbait, and it might result in people ignoring your email or unsubscribing from your services. Here's how to ask important questions:
Use an emoji
Add a smile to the person reading the subject line’s face by using the correct emoji. The main purpose of using an emoji is to capture attention and convey emotion.
Get rid of spammy language
Avoid using aggressive or salesy language, and loud formatting like all caps or multiple exclamation marks. These will most likely land your email in the spam folder without the reader ever opening it.
Emails with the above problems can also be sent to the spam folder directly because they will automatically trigger spam filters from many inbox providers. So, to avoid this, offer your expertise and useful information starting with your subject line.LIKE.TG allows marketers to check whether their email looks spammy before hitting send. With our email spam checker, you will get useful recommendations to improve your email deliverability straight away.
What Is the Perfect Length for a Subject Line?
The length requirements of a subject line are influenced by the device recipients are using or the performance of your previous lines. Check the open rates of your past emails and analyze which subject lines performed best.
However, according to a 2018 report, 61% of emails were opened on mobile devices, which implies that the characters should be kept at a low count. Therefore, an ideal line should be at around 41 characters, to be sure that no words are automatically cut off irrespective of the device being used.
Ideas and Examples of a Great Email Subject Line
Promotional subject lines
Last chance subject lines
Intriguing subject lines
Follow-up subject lines
Humorous subject lines
Email subject lines for events
New Year subject lines
If you want to increase your email open rate, you should start crafting subject lines that your recipients cannot resist. Each subject line should serve a specific purpose, and below are a few examples.
Promotional subject lines
Promotional email subject lines contain promises of savings and hot deals. They also work perfectly when they are sent at the right time and personalized. Here are some examples:
Special Offer: 20% Off Your First Order Let Us Fill Your Pantry While You Save Up To 30% Get 40% OFF + NEW features to level up your 2020 Special Deal Extended: 50% OFF for Cyber Savings!
Last chance subject lines
Including an item with limited availability and texts such as "urgent," "important," or "alert" may motivate people to open the email you send. Make sure the last chance claim is genuine and craft it in a way that subscribers will open the email, so they don't miss out on the offer. Last chance ideas include the following:
Hurry Up, This Offer Expires TodayEnjoy 40% off on ALL Miniso products. Today Only!Enjoy up to 50% off. Today Only!FINAL HOURS: Just $75 for a year of Premium!LAST CHANCE: 50% OFF Cyber Savings Ends Today
Intriguing subject lines
Create a subject line that leaves recipients yearning for an answer or a click to know what the text entails. Asking important questions is one of the best ways of keeping customers curious. Consider the following ideas:
Do You Want To Test Your Luck?You’re InvitedImagine A Suit This Color…
Follow-up subject lines
The idea works best when coupled with an ideal sense of urgency. It invites potential customers to return to a service they might have earlier abandoned.
You’ve left something in your shopping cartWe Are Still Giving Instant DiscountsAre Our Tuesday Plans Still On?
Humorous subject lines
Funny subject lines will most likely get clicks, and honestly, they aren't that common. So, be unique and start selling what others aren't in a position to offer.
Nope, Still Not Leaving the Competition, Get 2 Shoes for the Price of 1Perfect, Here’s Another Email Defense Against The Dark Arts: ESAPI
Email subject lines for events
If you are going to invite your customers to an event, start with your subject line. It should be eye-grabbing and informative at the same time. Users’ inboxes are a sort of competition for attention. So, your task is to make them curious about your email. Help subscribers understand why they are receiving this campaign from the very first words.
The following subject lines will definitely intrigue your subscribers.
Ann, We’d love to see you at HighTechConf!Exclusive ticket price just for you, Ann!Have a 1-on-1 with the top SEO specialists this June!
Don’t forget to send an event reminder email to your subscribers. This way, you’ll increase the attendance. Remind your customers about the value they will get after attending your event.
Last chance to meet the top SEO specialists this monthThe tickets are almost sold out. Grab yours!Ann, see you tomorrow at HighTechConf
Check out this article to find more ideas for event invitation email subject lines.
New Year email subject lines
New Year is an excellent chance for eCommerce businesses to boost sales. People are happy to spend money on gifts for their nearest and dearest friends and family. To win this cruel competition for their attention in the inbox, you need to be especially creative. Analyze the methods that work best for you, use personalization and segmentation to send effective campaigns. Take into account your clients’ purchasingbehavior to offer them what they really need.
The best deals you’ll find at the end of the year. Grab your favorite sweaters with 75% off!Are you ready to party? Shop essentials for New Year and enjoy free shipping today only!2 hours left until the New Year: Up to 50% offAre you ready for the party? Everything is $9.99
Email subject line testing
If you have lots of interesting ideas for your email subject line but doubt which one will perform best, run an A/B test. It allows marketers to compare two message variants and find out which one works best. With LIKE.TG, you can test any element of an email campaign for free.
Considering an email subject line, you can test using emoji, personalization, and questions. It may seem that all these techniques will definitely increase your email open rate but you can’t be sure that your audience finds them appropriate. So, you’d better divide your mailing list into groups and send them two variants of your subject line.
To run an A/B test with LIKE.TG, follow these steps.
Choose a mailing list.
Choose the number of test groups.
Choose a parameter to test — the subject line.
Set up the testing groups.
Schedule sending the winning email.
Preview and send.
In our Knowledge Base, you’ll find a step-by-step guide to creating and sending an A/B test.
Email Subject Line Best Practices and Tips
Get rid of your [no reply] sender name
Segment your mailing list
Don’t mislead your readers
Run A/B testing
First impressions are important, especially in marketing. In this case, what customers see first is the few characters explaining the service or product you are selling, which makes a subject line so important. It can either make or break your campaign. So, why not invest in the best practices and improve your email open rate?
Here are some additional tips that will help you come up with the most effective subject line to achieve better results and boost your open rate.
Get rid of your [no reply] sender name. No one wants to get an email from a robot. Most likely, such an email will be simply deleted or marked as spam. Instead, use the real name of a person that works on your team. This will help you increase the click rate and build credibility.
Segment your mailing list. People are different, and something that works for one group of people won’t work for another. Therefore, you need to properly segment your email list (based on age, gender, profession) and create a customized subject line that will be relevant to each group.
Don’t mislead your readers. Don’t give people intriguing subjects with promises that you cannot keep with your email. Though it’s a great move to make readers open your email, they will be highly frustrated if they can’t manage to find what you promised. This is a sure way to lose potential customers forever instead and get negative reviews. Be honest about what’s inside.
Run A/B testing. So, how do you know which subject line is the best? Well, A/B testing involves comparing two versions of subject lines to see which gets a higher open-rate. Through this process, you can easily determine the most relevant line for your campaign. LIKE.TG helps you create A/B tests, and this gives you a chance to better understand your customers and create tailored subject lines. Follow this step-by-step guide to creating an A/B test.
By implementing these useful tips, you will be able to create an amazing and, most importantly, highly effective and well-performing email subject line that will spur people to read your email and increase your open rate. Keep experimenting to come up with a catchy subject line that will work for you.
LIKE.TG instruments for high-performing subject lines
We offer several professional instruments to increase your subject line performance totally for free.
Email subject line spam checker
Are you sure your email subject line doesn’t look spammy? If you use several exclamation marks or write “Free” more than once, the chances are that your campaign will look spammy. As a result, your sender reputation can suffer. LIKE.TG offers recommendations in the last stage of creating an email campaign. These tips will help you significantly improve your email and decrease the number of spam complaints you receive. You can improve not only your subject line but the sender’s name and the email body.
Personalization and Smart Personalization
These instruments involve inserting personal information about subscribers into a subject line, for example, name, gender, and location. This makes an email relevant foreach recipient and increases their engagement.
Smart personalization is useful when you don't have the same information about all of your subscribers, for example, their name. In this case, you can specify the text for those users. Thus, every subscriber receives a personalized message.
Split-testing
This is a form of research that helps determine the most effective variant of the element being tested. Create differentversions and test each one to see which one performs better.
Our free pricing plan will help you enjoy all the benefits of email marketing. Have less than 500 subscribers? Send 15,000 emails for free every month!
Email subject line examples
Let’s look at creative email subject lines. Their authors used stylistic devices to attract readers’ attention.
SnorgTees used onomatopoeia to make its subject line speak for itself. These guys know that cats are always trendy and they don’t miss the chance to intrigue their subscribers with a cute subject line with an emoji.
Chubbies never ceases to amaze. Their subscribers really wait for their campaigns. In the email below, they used allusion successfully by referring to a famous song performed by Sir Mix-A-Lot. Hope, you’re singing it.
Mac is one of the brandsthat works on creative email subject lines. This time they entertain subscribers using a pun. This way they introduce their new line of eyeliners.
If you aren’t very good at stylistic devices, create your own marketing calendar. Discover the holidays and special days your companycan use to talk to your customers.
Awesome Merch did just that. They congratulated subscribers on Earth Day and offered their clients eco-conscious products, which is an excellent move.
Create an email campaign
End user
An end user is a person who uses a product or service. This individual isn't necessarily the one who purchases a product but the one who ultimately uses it. The term is often used in the technology industry to define a customer's employees who use certain products or services.
In this article, we'll make the difference between a customer and an end user clear, review several types of end users, and learn how to improve end user experience.
What is the difference between a customer and an end user?
These two terms are often perceived as the same, yet they aren't. Let's review each of them to understand the key difference.
A customer is a person or a company that buys a product or service from an individual or a brand. Customers play a significant role in the selling process and growth of various businesses. Firms compete with each other, offer new high-quality products, and reduce prices just to increase their customer base. For example, when you go to a supermarket, purchase some fruits, and eat them, it means that you are a customer.
An end user is a person who uses a product or service. This individual shouldn't necessarily be a buyer of the product to consume it. Say, you work in a marketing agency. You are provided with the necessary devices, such as a laptop, smartphone, or earphones to do your job. In this situation, you are an end user.
Simply put, the main difference between these terms is that a customer purchases and consumes a particular product, while an end user only uses it. Now when the main difference is clear, let's walk you through the types of end users.
Types of End Users
There are different types of end users. They can be individuals, entrepreneurs, or companies. Graphic designers create company logos, websites, graphics, and layouts for product installations by using laptops and other additional devices of their employers. Secondary marketing research companies conduct surveys, obtain results, and then sell them to their business customers who use this information to their benefit.
Now that you are acquainted with the types, it's time to figure out how to improve the end user experience you provide with our tips.
How to Improve Your End User Experience
Make sure your interface is user-friendly
Stick to consistency
Optimize your site's loading time
Conduct surveys
Ensure readability
Take your users'reviews and feedbackinto account
Create a visually appealing website
Design a mobile version
User experience is a top priority for every company. It shapes the first impression and depends on many factors. We've prepared some excellent practices to help you in improving your product or service for the best. Stick to our tips to increase the end user experience your company offers.
Make sure your interface is user-friendly
With a user-friendly site and easy navigation, you can reduce search time and ultimately improve satisfaction with your product or service. This way, you fulfill the needs of end users quickly and efficiently. As a result, your company receives a highsales volume, develops customer loyalty, and reduces extra costs.
Let's take Uber Eats, for example. This online food delivery service provides users with convenient desktop and mobile versions of its site. You can see Uber Eats for laptops below.
To compare, let's review its version for smartphones. A user doesn't have to swipe right and left because of the convenient menu. A clear, big, and easy-to-tap CTA "Find Food" is in the center to invite people to order food.
Stick to consistency
If you want your users to take your brand seriously, then you need to be consistent. The color scheme of your email campaigns should match your website and advertising campaigns. Besides, be consistent in using fonts, coloring, heading size, buttons, spacing, style, images, and visual elements across all your communication channels. Make sure that the chosen website design fits your product. With consistent content, you can provide value and knowledge to users quickly.
LIKE.TG is an excellent example of consistency. Its website, blog, glossary, and email campaigns use blue background, white font, and visual elements in the same style.
Optimize your site's loading time
Website speed impacts everything from sales to search engine performance. It influences the decision of an end user whether to continue staying with your company. To avoid losing customers, evaluate the site's speed by leveraging tools like Google PageSpeed Insights and Pingdom. If the results are unsatisfactory, you should strive to improve your site's loading time by optimizing the size of images, moving to a better host, reducing plugins, decreasing the number of JavaScript and CSS files, etc.
Take a look at the results of assessing the speed of the desktop version of LIKE.TG, a marketing automation platform.
Conduct surveys
If you want to figure out whether users are satisfied with your product, you can use surveys. As an option, you can conduct them on your website to get to know your customersbetterand offer them the right products in the future.
For example, Thrive Market, an online store with healthy food, asks new visitors about products they buy most often.
Ensure readability
Since the majority of people don't want to waste time and effort on learning about companies, it's critical to provide them with the appropriate information. Website readability identifies how easily your users can read and understand the information on your web page.
Easy-to-digest copies are more likely to convert consumers, inspire them to act, and retain customers. To make your content more readable, use large fonts, color contrast, adequate line height, enough white space, short paragraphs, lists, and large buttons so that users can tap them on their smartphones.
For example, Pixpa uses short and sweet headings, short paragraphs, visuals, and lists to make it easier for users to perceive the information about the platform.
Take yourusers'reviews and feedbackinto account
Remember that your users are the most valuable source of information about your product. By obtaining reviews and feedback, you have an excellent opportunity to improve your product. Go through the messages from your customers to find out the benefits and drawbacks of your product. This way, you can identify the missing features or problems with your service.
For example, Jared, a jewelry house, encourages people to rate its products and write reviews for pleasant rewards.
Create a visually appealing website
According to Parqa Marketing, 46% of customers make their decisions based on the site's visual appeal and aesthetics. Designing a visually appealing site is critical since it helps convey your message in the right manner and evoke emotions like trust, interest, satisfaction, joy, confidence, and hope. Attractive websites are more likely to be visited again by companies, agencies, or individuals.
Nectafy's team knows for sure how to reach their users through visual design and evoke trust. Users can immediately appreciate the correct color scheme and visual elements that evoke positive emotions when visiting its site. The website has clear headers, copy, and settings that simplify the process of acquaintance.
Design a mobile version
Today, when the number of smartphone owners is steadily increasing, designing a convenient mobile landing page is a must. Since 51% of internet users leverage products and services via their mobile devices, it's advisable to ensure an excellent customer experience.
Let's take Oysho, for example. This clothing company provides its users with an opportunity to shop from a phone. Its mobile version includes a clear-cut menu, a visible large call-to-action button, and enough white space. A visitor can swipe left to jump into the new collections of different clothes. To see all new items, a new user just needs to swipe down.
In a nutshell, the term "end user" is widespread in technology companies to define their employees who use products and services of different businesses. If you are a business owner, you now know how to improve user experience with your product or service by implementing our strategies.
Email verifier
An email verifier is a SaaS product and a powerful outreach tool that helps marketers verify users’ email addresses to ensure a good delivery rate and reach potential customers.
Why should I use an email verifier?
People may change their email provider
People may create a new account within the same provider
People may change their place of work
The domain may have closed
Say you’ve collected an email list that only consists of opted in subscribers. Ideally, they have already confirmed their email address in the second step of the double opt-in process. Nevertheless, this initial confirmation does not necessarily mean the email address will be active forever. Here are four reasons why email addresses may become invalid and why verifying them is a good idea.
People may change their email provider. Gmail, Outlook, Yahoo, etc., differ in functionality, design, and policies. For their comfort, users may switch to another provider, and their email addresses will change. Their initial permission for receiving emails from your brand doesn’t apply to their new address. There’s no way you can know that particular users changed their email provider unless you verify their email addresses.
People may create a new account within the same provider. People who originally registered an email address for personal use may decide to use it for business communication instead. An informal email address, like [email protected], will look inappropriate and make the wrong impression. For this reason, a user may create another account with their real name in the address, for instance, [email protected].
People may change their place of work. This is a widespread issue in the B2B segment because many professionals move between companies. When they start a career in the other company, they abandon their past corporate email address and change it to a new one.
The domain may have closed. The part of an email address that goes after the “@” symbol is a domain address. For personal communication, people use email providers and their email address ends with a respective domain address, like “gmail.com,” “outlook.com,” “yahoo.com,” etc. Marketers and business people use corporate domain addresses instead. These users won’t be able to receive your emails if their company is out of business and the domain is down.
Now you understand that verifying email addresses is key to keeping your mailing list healthy. A professional email verifier can help you remove any inactive addresses from your email list and save money on email delivery. Let’s learn how this technology works.
How does an email verifier work?
Syntax check
Domain existence check
MX record check
There are three ways email verifiers analyze email addresses. Here they are:
Syntax check. The simplest way to confirm that an address is active is to check whether it’s written correctly. It should contain no spaces or commas and should have the right structure with the mailbox name at the beginning and domain address after the “@” symbol. If there’s a typo in the address, you won’t be able to deliver your message.
Domain existence check. This helps to identify whether a domain address is registered and works appropriately. If it doesn’t work, all email addresses hosted on this domain no longer exist either and won’t receive emails.
MX record check. This is the most sophisticated way to verify email addresses. The Mail Exchanger record identifies which server is responsible for receiving emails. Email verifiers check if the server responsible for a particular user’s address is registered and working properly.
All professional email verifiers use the methods above. However, there are more specifics that will help you make the right choice.
How to Choose an Email Verifier
Email verifier type
Flexibility
Various validation checks
Integrations with third-party services
Let’s have a look at a few factors that matter the most when choosing an email verifier:
Email verifier type. This software can be a computer program or an online service. It is better to stick with the second option since it requires no storage space on your computer and you can access it anywhere, anytime, from any device connected to the internet.
Flexibility. An email verifier enables you to check email addresses one-by-one or in bulk. The service should be capable of processing both corporate and personal email addresses.
Various validation checks. A good email verifier allows you to run syntax, domain, and MX checks depending on your needs and budget.
Integrations with third-party services. You should be able to integrate your email verifier with lead generation and email marketing tools. Such integrations will improve your overall digital marketing strategy.
Let’s review some popular email verifiers.
What is the best free email verifier?
Here’s the comparison of four popular email verifiers. Let’s find out how many emails you can verify with each of these services on a free plan and what functions they offer.
LIKE.TG Email Verifier
Functionality.LIKE.TG provides the in-built Email Verifier that you can use before sending your email campaign. It removes spam-traps, addresses with typos, and non-existing addresses from your list. You can verify an existing mailing list, upload a new one in TXT, CSV, XLS, XLSX formats, or verify a single email address.
After verification, you'll receive a report with "valid" and "invalid" email addresses and the separate mailing list with valid addresses. You can add segments and custom variables to it.
Here's the verification process in LIKE.TG.
Free plan. You can verify100 email addresses every month.
Paid plan.The price for verifying 10,000 email addresses is $48.
Snov.io
Functionality. Snov.io allows you to run syntax, domain, and MX record checks. The service detects disposable and temporarily unavailable domains, identifies catch-all-emails, and removes duplicate email addresses. You can verify emails in bulk, one-by-one, or by using email verification API.
Snov.io provides three convenient Chrome extensions to find, verify, and track emails. The flexible platform allows you to use CSV, XLS, TXT, and Google Sheets to export data. Aside from that, you can send email campaigns, drip campaigns, and use helpful email list management tools.
Here’s the verification process of 100 emails in Snov.io.
Free plan. It allows you to verify up to 100 email addresses and detect catch-all emails.
Paid plan. The price for verifying 10,000 emails is $69.
Hunter
Functionality. Hunter provides syntax, domain existence, and MX record checks that you can run en masse, one-by-one, and via API. This service can detect temporarily unavailable and disposable domains, identify catch-all emails, and remove duplicates.
Hunter provides email address search, verification, and tracking tools with their Chrome extensions. Besides, you can export your list of email addresses using CSV, XLS, TXT, and Google Sheets. With Hunter, you can manage your email lists and send email campaigns.
Here’s the verification process in Hunter.
Free plan. You can verify 50 email addresses at no cost.
Paid plan. The price for verifying 10,000 emails is $199.
ZeroBounce
Functionality. This service allows you to run syntax and MX record checks as well as verify emails in bulk, one-by-one, or via API. It detects temporary unavailable or disposable domains and identifies catch-all email addresses. Using ZeroBounce, you can export your verified mailing lists with CSV or TXT files. Unlike Snov.io and Hunter, this service is only focused on email verification features.
Here’s the verification process in ZeroBounce.
Free plan. You can verify five email addresses anonymously or up to 100 email addresses if you create an account.
Paid plan. The price for verifying 10,000 is $65.
How to Use an Email Verifier
Upload the list of email addresses
Run the verification
Export the list of active addresses
To use an email verifier, you need to take three simple steps, and the service will do all the technical operations on its own:
Upload the list of email addresses;
Run the verification;
Export the list of active addresses.
Having a list of verified emails at hand, you can send an email campaign with better email deliverability and better engagement rate.
Email subscriber value
Email subscriber value is the income brought to your business by every your client when being subscribed. Certainly, not all your subscribers bring you income, but it's possible to calculate the approximate value. Even if one of your subscribers brought you $50, while the other one brought nothing, the average value is $25. Still, this sum is very approximate as you need to know the time frames, the exact source of income, and the buying frequency.
1. Find out the Total Number of Active Subscribers
If yourmailing list has 10,000 subscribers, it does not mean that all of them are active and engaged. Active subscribers should open your emails, follow the link, i.e., bring youconversions. It will be easier to discover passive subscribers and to reengage them or to delete from your list to keep it clean. So, check your mailing list carefully, find the subscribers who have not performed any of the actions mentioned above for six months, send them a nicereactivation email with a special offer, if they are still inactive — let them go. Pay special attention to email bounces; try to fix them, or stop sending them to these emails. They won't bring you income.
2. Count the Sales Made with the Help of Email Marketing Over the Past Year
This metric is not so easy to count, as it's difficult to track if the purchase was made with the help of email marketing.
You should differentiate:
Direct sales. These are the purchases made by following a link from the email.
Sales made using discount vouchers. The purchase was made via a promotional offer on your website or via the phone calls, but there should not be direct sales from the email.
Sales made via organic search. Subscribers received your email, read the reviews about your product, and made a purchase using a search engine. In this case, a source of the transaction is difficult to determine.
Social media marketing. Subscribers may forward your email to their friends or share them on social networks. It means that your email campaign brought you income. Still, it's difficult to calculate, but can't be neglected.
3. Specify the time frame
Come up with the time frame you are going to analyze. Take into account the time you are in email marketing. It's convenient to explain for one year.
4. Calculate email subscriber value (SV)
To do it, you need to know the total number of active subscribers (X) and direct sales made via email (Y) over the last year.
SV=Y/X
Let's take some data:
X = 230,000Y= $2,300,000SV = $10 per year
Now, when you have an annual email subscriber value, you can calculate email subscriber value during the total lifetime value of a client.
To do this, you should know the period between the first and the last purchase.
Let's split all your active subscribers into three segments:
1st — made a purchase once2nd — made purchases in the last two years3rd— made purchases in the last three years
76,666*$10 = $766,66676,666*$20 = $1,533,33376,666*$30 = $2,300,000
Total amount: $4,366,666
Now you can find out the lifetime value of every client. To do this, divide the total amount ($4,366,666) by the total number of your subscribers (230,000).
The lifetime value of every subscriber makes $19.
5. Analyze the Results
Correlate your ROI per client with the expenses you make. So, if the lifetime value of every client is $19, we can assume that an email campaign with the $50 expenses will be loss-making, but with $10 expenses — you will get benefits. These calculations will take a picture of your business more precise and clear. Use it when managing the budget.
Email subscriber
An email subscriber is an internet user who permits a particular brand to send regular emails to them. When users voluntarily subscribe to receive email newsletters, they launch what ideally grows into mutually beneficial relationships.
In this video, you'll discover some high-performing strategies to grow your email list.
Why are email subscribers important?
They form an engaged audience
They are your potential customers and brand advocates
They provide you with lots of insightful information
They form an engaged audience. In email marketing, a subscription narrows the audience and extends the opportunities for dealing with committed people. They willingly share their email addresses in exchange for something they find worth subscribing like exclusive offers and discounts, valuable materials and news, assistance in making a choice, etc.
They are your potential customers and brand advocates. Companies gather subscribers to put their product or service in front of people. If the quality is high and the prices are reasonable, subscribers naturally become customers. Withthe correct strategy and customer retention, some of them may buy more than once, turning into zealous brand advocates.
They provide you with lots of insightful information. During the subscription, you can ask for more than an email address: person’s name, country, gender, age, and phone number to send SMS alongside emails. On this basis, you can create personalized and segmented email promotions, birthday marketing campaigns, newsletters, etc.
You should know that a free-will subscription is not a question of the choice for companies. The anti-spam laws oblige them to opt-in users, meaning that sending emails to those who never subscribed is illegal and may cause penalties and harm the sender's reputation.
How to Get Email Subscribers
Create a subscription form
Motivate to subscribe
Set up double opt-in
Smooth out the subscription process
Set the right expectations
Create a subscription form. When users like your website, they might consider subscribing to your content and updates, and having a subscription form always at hand can make it easier for them. With LIKE.TG, you can create a multichannel subscription form adding links to your messengers.
Motivate to subscribe. It is almost the same as a subscription form but supplied with a rewarding reason to subscribe. It could be a free e-book or guide, a month free trial, or whatever your future subscribers may find curious and worth subscribing to. Add an active call to action and support it with an image that illustrates the benefit.
Set up double opt-in. Using a double opt-in method ensures your audience consists of people who are genuinely interested in hearing from you. It takes two steps: firstly, you ask for an email address, and secondly, you send a confirmation email at this email address to check if you communicate with a real person.
Smooth out the subscription process. Let users subscribe in a couple of clicks and make sure it is easy to type in the email address. Don’t use CAPTCHA, because the users don’t have time for that. Double opt-in is enough.
Set the right expectations. Tell your subscribers what to expect: a newsletter twice a month or daily promotions and offers? You can go further and give people control over their subscription, enabling them to change the frequency of the emails and decide upon the content they like to get to the inbox.
When subscribers confirm they are in, transfer them to a thank you page to say how glad you are to have them and promise to do your best to be helpful and more and more value.
Email tracking
Email tracking means monitoring opens and clicks of emails to follow upwith leads, job applicants, and partners. On the other hand, it may be referred to as checking the metrics of your email marketing campaigns to improve their quality and efficiency.
Watch this short video to see how email tracking in Gmail looks, and then we willdive into it with moredetails.
How does email tracking work?
Email trackers are browser extensions for Chrome, which automatically add a 1x1 pixel image to the body of the email you send. Once a recipient opens it, their browser requests to get that image from the server where it is hosted. This request will be parsed, indicating that the email has been opened.
You can use this tool for recruitment and link-building to save time and know when to follow-up with more emails in case the recipient opened the email but never answered. They could have forgotten to reply, or something could have disturbed their attention.
We've collected a list of the most popular email trackers for your consideration.
Email Tracking Tools
Snov.io
MailTrack
Orangebox
There are many email trackers on the market. Some of them share basic standard features like monitoring opens and clicks, the others have some advanced functionality, so we’ve collected three email trackers that go beyond basics.
Snov.io
Snov.io's Unlimited Email Tracker offers email opens and link click tracking, as well as additional features like email scheduling, follow-up reminders, real-time notifications, and reports. It's a free and unlimited Chrome extension that integrates seamlessly into Gmail. This email tracker extension does not add any signatures, labels, or logos to your email.
It shows the exact number of clicks and opens and helps to enable or disable the monitoring of particular email addresses.
MailTrack
This service provides the same features as Snov.io, but it adds a branding signature to each email sent, so recipients may find out that you keep track of opens and clicks. It offers fewer metrics for tracking unless you use a paid plan.
In the screenshot below, you see for opens information directly in the inbox. You can see if a person opened an email once or twice.
Orangebox
This service allows you to monitor the way recipients interact with your attachments — slides, and PDFs — in Gmail. You can see when the document has been viewed and how far a recipient has progressed in reading it.
On the screenshot below, you see that half of PDF-presentation has been read, so perhaps there was somethingunappealinghalfway through it, and you may consider changing that.
However, there are some tricky points in email tracking that you should consider before using such a service.
Disadvantages of Email Tracking
Images can be blocked by default
Blockers installed by users
Previews count as an open
It doesn’t work for groups
Unfortunately, email tracking isn’t a 100% accurate method since some issues may stand in your way:
Images can be blocked by default.This means that some email providers like Outlook don’tload images unless you change the default settings. It includes a 1x1 tracking pixel, which is added by the tracking extension, so you will never find out if the email has been opened.
Blockers installed by users. There are applications like PixelBlock, which allow users to prevent their messages from being tracked.
Previews count as an open. Some providers allow previewing emails without actually opening them. These previewsmay count as an opening, so you will have incorrect information that may lead to misunderstanding.
It doesn’t work for groups. If you send emails to groups, i.e., one message to a few people in the form of a chat, you will again have misinformation since you won’t be able to know who exactly read the message.
So, now you know the pros and cons of tracking single emails, let’s find out a bit about bulk email monitoring, which we mentioned at the very beginning of the article.
How to Track Marketing Emails with LIKE.TG
Email tracking works not only for single emails in Gmail, but it is an essential part of email marketing. Once you’ve launched an email campaign, check the statistics like the percentage of delivered, opened, clicked-through emails, and see how many users unsubscribed or marked it as spam.
LIKE.TG allows you to monitor data in two ways: like a horizontal graph or pie chart showing the number and percentage of open, clicked, marked as spam, and unsubscribed emails.
Review the list of recipients for a particular campaign to see who exactly received, opened, or clicked. Get to know which domains, devices, and browsers are the most popular among your target audience and adjust your future emails based on that data.
The screenshot below shows a list of recipients filtered by status. In this case, it is “delivered, read, clicked a link.” It also shows the country, device, and browser that was used to open the email.
Find out if there are any delivery errors, which may indicate some inactive email addresses or technical issues your email campaign may have.
The service shows why emails never found their way to some of your subscribers. Among these reasons are invalid emails, mailbox full, marked spam by recipient’s server, and other.
If you need to stay in touch with a massive audience for marketing purposes, and keep track of all data, utilize services like LIKE.TG.
Email template
An email template is an HTML preformatted email that you can use to create your own unique email template by changing proposed content to your own. LIKE.TG offers more than 130+ free ready-made templates to any taste.
The video demonstrates how to create an email template in LIKE.TG.
An email template allows you to quickly and easily write and create email campaigns because all you have to do is replace pictures, texts, fonts, and other elements of the email. In LIKE.TG, the gallery of email templates is divided into thematic categories to quickly find the suitable option.
Design outstanding emails!
We have a big choice of pre-made email templates that you can edit to your liking or craft your own one with a flexible drag and drop editor.
Register and create an email campaign!
Email template benefits
Saves time and effort
Rather than having to create the email template from scratch, you can easily upload your pictures, change the text, and select relevant and new content for your subscribers. You don't have to choose what parts of the email to include, where to insert the images, and where to write the text. Instead, with the ready-made template you will have more time to search for unique new content.
No need to check the formatting
Each time you create a new email template from scratch, you should check it for errors, because working with a large amount of data you risk leaving out important sections or making mistakes with formatting. Using a template ensures your email has exactly the same look as in previous newsletters.
Email segmentation
Email segmentation is a strategy that allows marketers to divide subscribers into smaller groups based on specific criteria, including demographics, behavior, needs, purchases, and interaction history. This provides users with more personalized content and relevant and timely messages, boosts engagement, and improves conversion rates.
In this video, Alex, a marketer at LIKE.TG, unveils segmentation strategies and explains how to incorporate them into your email marketing strategy.
In this article, we’ll delve into the importance of email segmentation and its best strategies. We’ll also explore some effective tips and inspiring examples.
Why is segmentation important in email marketing?
Segmentation is essential in email marketing because it allows you to deliver relevant, personalized, and timely messages to the right target audience segments. This is the best way of meeting customers’ needs and encouraging them to take the desired action. Let’s check out statistics to have more persuasive reasons to utilize email segmentation.
Email Segmentation Statistics
Markers report various benefits segmentation brings for businesses. Below, you can check some proofs presented in numbers.
29% of marketers identify email marketing as the most effective marketing channel for business;
Segmentation improves email open rates by 30% and click-through rates by 50%;
Email list segmentation is one of the most effective personalization strategies for marketers, reaching 51%;
Segmented campaigns have 4.65% lower bounce rates;
Email segmentation allows to reduce unsubscribes by 9.37%;
56% of people unsubscribe from companies because they receive irrelevant content;
Subscribers receiving segmented campaigns perform a decrease in abuse reports by 3.90%.
Now that you know some statistics proving the effectiveness of email segmentation, it’s time to find out how segmentation helps with your email marketing efforts.
Prompts to learn more about the clients. To succeed with segmentation, you need to know the people you want to converse with. Segmenting mailing lists will help clarify the aims of email marketing campaigns. It is more convenient to address your goals towards relevant groups of people rather than try to blanket all of them with a one-size-fits-all message.
Motivates maintaining a robust email database. To implement email segmentation, you need to put the contacts in order and remove those who don’t show any signs of activity. Without segmentation, your database will become messy, especially when you have thousands of contacts.
Improves efficiency. Segmented mailing lists make email marketing campaigns more targeted and compelling. Segmentation significantly increases open rates and click-through rates compared to non-segmented campaigns.
Сonsolidates email reputation. Emails containing targeted and valuable information found more natural engagement from your audience. Recipients like having high-quality content in their inboxes. They trust and rely on those who provide them with this content and look forward to receiving more.
Lays a foundation for good and effective communication. Email segmentation results in a pleasant experience for the clients. It is a fundamental practice that builds up less robotic and human relationships with people.
Now that you know why segmentation is essential for email marketing, let’s examine some effective implementation strategies.
8 Email Segmentation Strategies
There are numerous email segmentation approaches you can incorporate to maximize the success of your email marketing campaigns. Below, you’ll find some excellent strategies to consider.
Demographic segmentation. This strategy implies dividing subscribers based on their demographic criteria, including age, gender, location, income level, occupation, etc. For example, if you sell perfumes, you can send product recommendations to subscribers based on their gender. It enables you to offer relevant products.
Behavioral segmentation. It involves segmenting your subscribers into groups based on their past actions and behaviors, like purchase or browsing history, email opens, clicks, and conversions with email campaigns. With its help, you can deliver messages crafted to comply with specific needs leads and customers have during their customer journeys.
Buyer journey stage segmentation. It comes in handy when it's time to divide your subscribers into groups based on their journey with your brand. Your mailing list might include new subscribers, first-time buyers, repeat purchasers, or lapsed customers, each with unique needs and preferences. With this type of segmentation, you can send relevant, valuable content, allowing you to nurture relationships and encourage conversions at various stages of the customer journey.
Predictive segmentation. It involves applying predictive analytics and AI to find out the likeliness of subscribers to churn, purchase, or choose your products. With its help, you can proactively engage with customer segments and send them personalized recommendations and offers that push them toward the desired action.
Preference-based segmentation. It involves providing options for subscribers to set up their email preferences. These include content topics, email frequency, communication channels, and others. The strategy allows you to deliver content that aligns with subscribers’ interests.
Recency, Frequency, Monetary (RFM) segmentation. It implies segmenting clients based on the recency of a purchase made, purchase frequency, and revenue they bring. With this strategy, you can determine loyal clients, high-value customers, and people you need to send re-engagement campaigns to.
Engagement-based segmentation. This approach requires you to divide subscribers into groups based on their interactions with your email campaigns. You can check their open, click-through, and conversion rates to identify whether subscribers belong to active customers or those who haven't engaged in a while. After that, you'll have a list of subscribers needing immediate attention, such as targeted re-engagement campaigns.
Upsell and cross-selling segmentation. This strategy focuses on promoting and selling additional products customers might be interested in. To make it work, you need to analyze and determine selling opportunities based on clients’ purchase and browsing history and their needs.
Now that you know the strategies, it’s time to explore email segmentation best practices and tips for better executing your email marketing strategy.
Email Segmentation Best Practices and Tips
Whether you're just starting with email segmentation or striving to improve your email marketing strategy, we’ll provide you with tips that work. In this section, you’ll find some steps to complete to make your email campaigns more personalized and relevant to subscribers, driving your open and click-through rates.
Figure out the segmentation strategy that fits you. After gathering your audience, analyze it and determine the best way to segment it. It depends on your business. For instance, if you sell healthy food, you’d drive segmentation for vegans, vegetarians, people with health problems, athletes, etc.
Create a survey or a quiz. Even if you didn’t know about segmentation initially, you can still learn more about your contacts. Tell your audience you created a quiz or a survey to improve the quality and personalization level of emails you send them. Many will be excited to help! On the other hand, it is a great chance to add more trust to your relationships with your contacts.
Divide according to lifecycle stages. The lifecycle stage depends on the place of the contacts in a funnel. There are three lifecycle stages: subscribers, leads, and customers. They all deserve to receive different messages, according to what actions you expect them to take.
Define buyer persona segments. Imagine your customers’ psychological portraits. Divide your audience into groups based on their preferences, lifestyles, habits, and beliefs. When you define 3-5 types, you can even ask your contacts which persona they bear the strongest resemblance to in a quiz.
Pay attention to geographical segments. With email segmentation by a geographical principle, you can send different emails to people from various countries. Also, this segmentation type enables you to submit your email at the right time, bearing in mind that customers may live in different time zones.
Use segments based on the amount spent. Beneficial email segmentation is built upon how much your consumers spend on your product. Divide the active part of your audience into VIPs, sales shoppers, and brand shoppers. Think about what kind of content is the most preferable for each customer and create relevant emails.
Mind the time since the last purchase. You can also divide your active contacts into frequent buyers and one-time customers. You need to stir up the interest of regular buyers and propose those who bought only once and encourage discounts on similar products they liked before.
Maintain a healthy database. Not all of your contacts look forward to communicating with you, so you need to clean your mailing list from passive subscribers. According to HubSpot, the database naturally decays by 22.5%.
Now that you know some effective tips, let’s see how they work in real life. In the next section, you’ll find some excellent email segmentation examples. They’ll give you a hint on where to start.
Email Segmentation Examples
There are many examples of companies using email segmentation when sending campaigns to their subscribers. In this section, we’ll explore some great examples to inspire you to apply this approach. So, let’s get started.
Duolingo
Duolingo, a language learning app, successfully implements segmentation in its email campaigns. In the example below, you can see how attentive they are to their users. The company sends emails celebrating anniversaries with the brand, containing accurate information about the learning progress of every customer. Duolingo shows its audience its care and encourages users to continue learning languages with the brand. Subscribers can click a call-to-action button to start lessons.
Traveloka
Traveloka, a travel platform ensuring secure trips around Southeast Asia, also incorporates personalization and segmentation based on customers’ browsing and search history in its app. Based on the flights, hotels, and experiences users search in the app, the company sends personalized email campaigns, including various attractive offers, discounts, and promos for these destinations. For instance, after searching for flights to Thailand, users can receive an email with coupon codes, allowing them to get reduced prices.
Booking.com
Booking.com, a well-known online agency, takes the next step towards email segmentation. The service rewards its loyal customers with various perks, including taxi and experience discounts and travel credits. Once subscribers complete a specific number of bookings through the service, they will be rewarded with credits they can use to reduce the price of their hotel rooms or flights. After receiving these perks, users are instantly notified through personalized email campaigns, mentioning the reward and its amount.
The Yoga Barn
The Yoga Barn, a yoga studio, provides subscribers with information about classes they might be interested in. The company’s website tracks the browsing history of yoga students so that they can receive information on the yoga classes they might like to participate in. In this particular example, you can see a message about the “Somatic Yoga Master Class Series.”
GoDaddy
GoDaddy, a web hosting service, provides customers with a summary that contains all the necessary information each client needs. It allows them to find everything they search for quickly. The content is crafted to the individual preferences and needs of each subscriber so that it sounds relevant to each individual.
Congrats, now you know what email segmentation is and why it's essential based on statistics. Our strategies, best practices, and examples will encourage you to create an outstanding email marketing strategy with segmentation.
Email service
An email service is a company that provides businesses with tools to send bulk emails and implement email marketing. Email services offer user-friendly features to manage mailing lists, email design, and metrics to monitor your success.
Why is email service important?
Fits any business
Provides useful tools for creating emails
Gathers a lot of data
Results in high ROI
Offers an inexpensive or free trial
Simplifies sending emails
Fits any business. Whether it’s a small business or a large enterprise, any company can use email services to reach different marketing goals, like nurturing leads, sharing news and updates, making valuable proposals, building trusting relationships with subscribers, and more.
Provides useful tools for creating emails. Reliable email services have user-friendly tools for creating emails. You can use a drag-and-drop editor, which requires no coding knowledge, or an HTML-editor, for more savvy marketers.
Gathers a lot of data. Email services provide users with a lot of helpful information about subscribers’ reactions and behavior. There are metrics like open rate, click-through rate, bounce rate, etc., which give practical insights and clues, improving an email marketing strategy.
Results in high ROI.An email service is a tool for email marketing. It brings the most significant return on investment, among other digital marketing approaches. An email campaign can reach up to 4000% of ROI, which means that $1 of investment pays off with $40.
Offers an inexpensive or free trial. Some email services provide their users with a free plan. So there’s time and space to learn and test an email service’s functions, send a couple of email campaigns as a training, and move to a paid plan if necessary. LIKE.TG gives a free plan without time limitations.
Simplifies sending emails. Email services make it easier to send transactional emails such as registration validation, order confirmation, password recovery, etc.
How to Choose an Email Service for Business
Pricing plan
Domain reputation
User experience
Mailing list management
Statistics gathering
Tools for automation
Support team
Before you make a decision, check how email services address the following items:
Pricing plan. Compare how much email marketing campaigns will cost in different email services. If you run a small business, consider free plans. You can send up to 15000 emails to 500 subscribers, for free, each month with LIKE.TG.
Domain reputation. Choose an email service that has been in the market for a long time. Poor domain reputation will influence your email deliverability with fewer chances to reach your customers’ inbox.
User experience. Pay attention to how a particular email service deals with designing emails. The drag-and-drop editor should be handy and intuitive. If an email service provides users with a set of pre-designed templates, it is a lifesaver for beginners to develop a campaign fast.
Mailing list management. Getting your subscribers’ data in order can be a difficult task. Choose an email service that provides precise segmentation, so you could easily divide your mailing list(s) into smaller groups to target your email campaigns more effectively. Adding custom variables to your mailing list also opens a wide range of opportunities for personalization, which provides subscribers with a more personalized experience.
Statistics gathering. Find out what analytics you can observe after email campaigns. It should be easy-to-understand how many emails are delivered, what is the number of open rates and click-through rates, unsubscribe rate, in other words — all the necessary data to monitor your email marketing success.
Tools for automation. For more experienced email marketers, automation is a must. Automation deals with multiple campaigns, and enables you to make use of behavioral data, helps to create effective holiday marketing campaigns.
Support team. Check how an email service helps you to solve your issues. In long term relationships, a Support team plays a crucial role. Find out whether a specific email service has a knowledge base, where you can find detailed information to grasp the principles of email service’s work. LIKE.TG has free Support, which works in chat and phone 24/7 in English, Portuguese, Russian, and Ukrainian languages.
Browse the web to know what other people and companies think about an email service. Read user reviews about features, usability, pricing, and compare this information with your observations. Choose a service that can help you achieve your business goals.
Send professional emails!
Blow up sales and build relationships with customers by sending email campaigns. Make use of the flexible drag and drop email editor, segmentation, subscription forms, A/B testing, automation.
Register and create a campaign!
What tools does LIKE.TG provide?
Subscription form builder
Email Verifier
Mailing list segmentation
Instruments for creating emails
Scheduler
Automation 360
Resend to unread
Web push notifications
SMS Campaigns
Facebook chatbot
Split-testing
Subscription form builder
A subscription form is a vital tool for lead generation. LIKE.TG provides a convenient drag-and-drop editor to create subscription forms. You can use data you collect for the segmentation and personalization of your email marketing campaigns.
If you have chatbots in Facebook Messenger or Telegram, create multichannel subscription forms. This way you will grow your subscriber base and communicate more effectively with it. Just add links to your chatbots. Check out such a form created with our builder.
Email Verifier
This tool helps your emails land in the inbox and keep your sender reputation high. If you collected addresses long ago and haven't sent any email to them yet, this tool is right for you. Upload your list and in minutes you'll see the status of each address on your list and receive a new, absolutely valid mailing list.
Follow this guide to verify your mailing list.
Mailing list segmentation
Segmentation enables you to smartly manage your mailing list, dividing it into smaller groups based on country, gender, age, behavior, place in the sales funnel, and so forth. Segment your audience to provide subscribers with valuable and relevant news and offers.
Instruments for creating emails
Users either design email templates to apply in multiple campaigns or choose among many predesigned email templates. A smart drag-and-drop editor enables them to create email campaigns in no time. For marketers with coding knowledge, there is also an HTML editor. All emails in LIKE.TG have a responsive design, so your email campaign will look professional from desktops, laptops, and smartphones.
Scheduler
This tool enables you to send an email campaign at any time you consider the most convenient time for your subscribers. LIKE.TG allows email scheduling for all marketing campaigns.
Automation 360
Automation 360 is an excellent tool for reaching more sophisticated marketing goals. With Automation 360, you can create an email workflowto confirm registration, send abandoned cart emails, say “thank you” after the purchase, and manage custom events, like Black Friday, Cyber Monday, or your company’s anniversary.
Resend to unread
LIKE.TG gives an option to resend emails to those who never opened your previous emails. You need to сhange the subject line, so the recipient won’t recognize it’s the same message and schedule the time for redelivery.
Web push notifications
You can reinforce your email marketing efforts with web push notifications, which are hard to miss. Web push is a message your subscribers receive in their browser. It notifies them about sales, new content, and updates on your website.
SMS Campaigns
In this case, an email service is no longer just for email campaigns. LIKE.TG allows you to send SMS campaigns, as well. You can personalize and automate your SMS marketing efforts.
Facebook chatbot
This tool is developed to send mass and personalized content in Messenger. No coding knowledge required, as there is a handy Chatbot Message builder.
Split-testing
This feature allows you to work out the best variant of a subject line, subscription form, image, text, etc. Our AI calculates the required number of subscribers for testing, splits them into two equal groups, and send them two different variants of email separately. After you receive data, you can observe which email worked out.
Email Service Tips
Develop your email marketing strategy. Learn as much as possible about email service’s features. Decide which of them you can use for your email marketing efforts. Send a couple of email campaigns to feel how it all works. Move on to more significant tasks.
Monitor data. Check your email marketing success with open rate, click-through rate. Use A/B testing to improve the quality of your emails. Maintain low spam rates.
Stay in touch with support. If you have any issues with an email service, ask the Support for help.
Follow best practices and tips. There is a lot of information about email marketing on the Internet. Search, try, compare different methods. Implement the best of them into your email marketing strategy.
Email personalization
Email personalization is an email marketing processthat uses personal information of subscribers to produce more targeted emails. It gives individual treatment to the customer and increases email marketing metrics massively.
When you want to squeeze juice from an orange, half of it can go to trash, because you didn’t try hard enough. Email personalization is an approach that helps you squeeze your orange to the last drop.
Watch the video to find out how to personalize your email campaigns with LIKE.TG!
Why is email personalization important?
Rewards customer with a new experience
Improves relationship
Total usage of email’s opportunities
Email marketing standard
Rewards customer with a new experience.Understanding the subscriber’s personality is the main goal for brands. Such an attitude turns reading emails into an enjoyable and exciting process. Personalization removes any irritation from the users’ experience, providing them with positive emotions.
Improves relationship. Personalization tends to humanize communication between sellers and buyers. Personalized emails are pretty much appreciated because each subscriber feels that brands examine and respond to their tastes and needs. Personalization increases shared value, and both sides win.
Total usage of email’s opportunities. These days people are being bombarded by tons of emails every day. When brand personalizes emails properly, email’s potential as a marketing media is squeezed. Therefore, fewer emails required to gain results. A reduction of informational noise in the inbox is a form of respect.
Email marketing standard. As the years go by, email personalization is becoming more precise and sophisticated thanks to triggered (event-based) emails. Many instruments are available at the market that makes it easier to implement personalization in your email marketing campaigns. If you still don’t personalize your email campaigns but want to give it a try, check out the useful and handy tools for email personalization that LIKE.TG email service has on board.
What tools does LIKE.TG offer for personalization?
There are two layers of email personalization. Decide how deep you want to dive, depending on your business needs and possibilities. Check out two ways to personalize emails.
Simple personalization
Simple personalization displays information about the user in your email (such as name, country, birth date, etc.) Follow these instructions to personalize your email campaign with LIKE.TG personalization.
Smart personalization
Smart personalization allows you to modify the contents of the email based on available user data. For example, you can send different product offers for both men and women in a single email campaign. Launch your creativity when you use smart personalization features for more advanced email personalization because the sky’s the limit for intelligent personalization.
Email Personalization Stats
Have a look at the inspiring results email personalization achieves:
Personalizing user experience increases sales thanks to a more targeted approach.
58% of all revenue is generated by targeted and segmented emails.
Transaction rates increase six times due to personalized emails delivery.
Personalized emails’ open rate was 18.8%, while without personalization, it was only 13.1% in 2016.
Email Personalization Techniques
Ask the right questions.
Monitor cart abandoners
Provide product recommendations
Create a customer persona
Send trigger emails
Celebrate clients' achievements
Use dynamic content in your emails
The number of ways you can personalize your emails today is enormous and it definitely goes beyond simply using your subscriber's name in the subject line. In this section, we'll share some advanced techniques that will help you take your personalization to the next level.
Ask the right questions. To send personalized emails, you need to collect information about your customers. The best way to do this is to ask them for information directly. You can do this in several ways: let them choose the type of content they would like to receive after joining your mailing list, share a link to the preference management center, and keep track of their interaction with your emails.
Monitor cart abandoners. Send an email to users who added your product to their shopping cart but didn't buy it. Invite them to return to their cart, include photos of the products in their cart, and clearly show the order total. You can motivate them to buy with a time-limited discount.
Provide product recommendations. Track your customers' browsing history on your website and the products they buy. With this data, you can be in the right place at the right time. Promote the products they often view, upsell a modernized product version, and cross-sell useful items.
Create a customer persona. This is a profile of your ideal customer. Fill it with the useful information such as clients' demographics, preferences, interests, and problems. It will help you better understand your customers and realize how to solve their problems in the best way.
Send trigger emails. These emails are triggered by your subscribers' actions, for example, a subscription, placing an order, registration for an event. etc. In response, they will receive a welcome email, an order confirmation email, or an event confirmation email. You can also send a re-engagement email to users who haven't opened your emails in the last six months. Trigger emails help increase user engagement and email CTR.
Celebrate clients' achievements. If a user designed their first email, created a website or completed a language course with your service, congratulate them. They will be pleased to know that you care and want to share this special day with them. You can reward them for being loyal to your brand providing a unique offer.
Use dynamic content in your emails. It implies content that changes based on the information about your subscribers. For example, with LIKE.TG you can use variables to send a campaign with dynamic content. With the "Gender" variable, you can send a campaign with different offers for men and women.
Email Personalization Best Practices and Tips
Identify your task
Collect data
Add more options in subscription forms
Segment your email lists
Send behavior-triggered emails
Identify your task. First of all, you need to decide which method of personalization will be the most powerful to achieve your business goals. Create a plan and work it through step by step.
Collect data. There is no chance of making a smart and sophisticated personalized campaign if you have no data about the subscribers. Try to collect as much data as possible: age, gender, birth date, address, phone number, purchase history, and so on. LIKE.TG collects some of the data automatically for you, which makes your job a lot easier.
Add more options in subscription forms. Just add desired questions in the subscription form on your website or elsewhere. You can also inform your audience that you want to make email offers and updates more targeted. These days, some subscribers want to provide their favorite brands with more data to have personalized treatment they so adore.
Segment your email lists. LIKE.TG gives tools for segmentation of email lists, so you would be able to create different campaigns for certain groups, based on the data you have at hand. Think through the best ways to segment your audience and launch the campaigns to see how efficient that is.
Send behavior-triggered emails. You can get more advanced and set up a triggered email campaign, which sends subscribers different emails based on actions they complete on the website. This may require some technical skills.
Email Personalization Examples
Having an enormous database,Netflix regularlysends emails with recommendations. They always make their subscribers feel how valuable their service is.
Hawaiian Airlinesfound the best time to come up with such a proposal. Properly created birthday email, it’s compelling, personalized email.
Email scrubbing
Email scrubbing is a process aimed at keeping your mailing list healthy by removing inactive contacts. It helps marketers keep their email deliverability and sender reputation high, decrease the bounce rate of campaigns, and improve customer engagement.
In this video, the marketer tells about the reasons you need email scrubbing. Check it out to learn more about this process.
Why should you scrub your email list?
According to HubSpot’s statistics, 35% of marketers send their customers 3 to 5 emails per week. Nevertheless, you can never be sure that the people on your list want to receive those 3 to 5 messages. That is why your email list likely already includes inactive subscribers. Email scrubbing helps you delete contacts who never interact with your emails and leave only those who are looking forward to hearing from you.
Here are the main reasons it is necessary to scrub your email list. This process helps you:
contact only active subscribers;
increase your open and click-through rates;
decrease your email bounce rate and number of emails marked as spam;
improve your conversion rate and lead quality.
These are the points you need to consider when thinking about using an email list cleaner. Next, we’ll walk you through the main advantages of email list scrubbing.
Benefits of Email Scrubbing
Higher deliverability
Fewer spam complaints
Higher open and click-through rates
Fewer bounces
A good list cleanup is one of the components of a healthy mailing list. To dig deeper, let’s take a closer look at each of the advantages of email scrubbing for your business.
Higher deliverability
Emails going to the spam folder or email bounces hurt your sender reputation and deliverability. Sometimes you can’t reach your subscribers inboxes if your list contains too many inactive users. Email list scrubbing will help you identify such addresses and remove them to improve deliverability.
Fewer spam complaints
The content of your emails should bring value to your subscribers. However, remember that some users joined your mailing list just to get a discount or a freebie. Over time people on your list may realize that they are no longer interested in your emails and even may find them intrusive.
To prevent your emails from being marked as spam, you should use an unsubscribe link. This link is placed in the email footer and allows users to opt-out of your marketing emails.
Here is a good example of an unsubscribe link in an email from Art.com. The company adds a visible and easy-to-tap link to the footer of every email, making it easy for users to unsubscribe.
Higher open and click-through rates
You might have wondered why your click-through and open rates constantly decrease. The answer is simple: inactive subscribers who remain on your list influence these metrics.
The open rate tells you how many of the delivered emails were opened by a user. The click-through rate indicates the number of clicks registered in a successfully delivered campaign. After scrubbing your list, you will only email people who are interested in your business. This, in turn, will improve your metrics.
Below you can see LIKE.TG's report on campaign statistics that includes the number of emails sent and delivered. Here you can find out subscriber’s activity such as the number of opens and clicks, unsubscribed users, and emails marked as spam.
Fewer bounces
Changed email addresses, full inboxes, or some technical errors can cause email bounces. This means that campaigns you send will never reach their recipients as their servers bounce them back. Bounces will harm your campaign performance. That’s why it is necessary to exclude such contacts from your list.
Now that you know about the main advantages of cleaning the list, you should also find the right time to do it.
When should you scrub your email list?
There are several warning signs that indicate its time to scrub your mailing list.
A drop in open and click-through rates. The first thing you should pay attention to is email metrics. If there is a decline in your open rates and they don’t reach an average rate of 15-25%, it means that you should give a thought to email scrubbing. The same is true for your click-through rate that shows subscribers who followed a link in your email. If the rate is low, it means that you should look at your mailing list’s quality. All in all, keep a tab on these rates because any decline can negatively affect your reputation.
An increase in spam complaints. To find spam complaints, you should monitor your campaign statistics. An increased number of complaints suggests that you are sending irrelevant emails, have involuntary subscriptions, spam content, or created unjustified expectations for users after reading your subject line. One of the ways to deal with all of this is to clean your mailing list regularly.
A higher number of unsubscribed users. An increased number of unsubscribes on your mailing list indicates that the content is irrelevant or contains spam, emails are not tailored to readers’ preferences, or you send too many emails. These users influence your email metrics and sender reputation.
Clean your mailing list every six months because an increase in spam complaints and unsubscribes, or a decrease in open and click rates influences deliverability and sender reputation.
5 Steps to Scrub Your List
Identify unengaged subscribers
Segment inactive contacts
Verify your email list
Send a re-engagement email
Remove unengaged subscribers
Now that you know why you need to clean your list, we’ll walk you through the email list scrubbing process.
1. Identify unengaged subscribers
The first and most important step is to find people who show no interest and don’t interact with your emails. If you send emails to your audience quite often and some users who joined your mailing list haven’t shown any activity for 3 to 6 months, they can be marked as inactive.
2. Segment inactive contacts
Once you identify unengaged users, you should segment them from the active ones on your list. With LIKE.TG, you don't need to manually segment your list as the service provides ready-to-use segments.
To manage your inactive contacts, navigate to the Email section. Then, go to the Mailing lists tab and click the Inactive contacts button. Click on the Update lists tab to select the mailing list and search criteria.
To find out more, follow this guide on how to manage your inactive contacts. It will help you do it easily.
3. Verify your email list
LIKE.TG’s email verifier is an outreach tool that allows marketers to verify users’ emails. It helps you keep a healthy list, maintain a good reputation, and prevent your campaigns from going into the spam folder. With an email verifier, you can easily remove misspelled and non-existing addresses from your list.
Sometimes users change their email provider, create a new account, or their domain is out of service. An email verifier removes duplicate emails automatically when you upload your mailing list. After that, it analyzes all of the email addresses on the list and checks them their syntax. It also checks whether the domains and servers of these addresses work properly.
Here you can see the email verification process with LIKE.TG.
After the verification, there will be a list with valid, invalid, and unconfirmed email addresses.
4. Send a re-engagement email
A re-engagement email is a personalized, targeted email sent to a subscriber who hasn’t interacted with your company for a while. To win back some of the inactive contacts, simply remind them about the value of your business. By sending a re-engagement email, you give your audience several options: they can continue to receive campaigns from you or unsubscribe. You can let your subscribers set preferences so that they can control the email sending frequency. As a result, users who joined your list will be eagerly waiting for your emails.Here is an excellent example of a re-engagement email from Animoto. The company suggests updating email preferences to clarify which types of emails a subscriber would like to receive.
You can design a series of re-engagement emails to reconnect with your readers. In a reminder email, tell subscribers that you miss them as they haven’t opened your emails for a while. Motivate them to stay with the brand by offering the top article. This will show that your company cares about its customers.
Conduct a survey in your second re-engagement email. It will help you find out more about customers’ interests and preferences. As a result, you will send relevant campaigns to your clients.
The third email is the last chance to re-engage subscribers as they didn’t find the previous campaigns interesting enough. Motivate them to stay with you by providing a discount on the product they like, free shipping, or a gift.
For example, Skillshare provides an exclusive offer for those who haven’t visited the website for a while. By offering a special price for the first month, they try to re-engage the audience.
5. Remove unengaged subscribers
The last step is to delete or move the inactive subscribers. By clicking the Delete button, you can delete all inactive contacts and by clicking the Move button you move all subscribers with selected status from the current mailing list to another.
Although you won’t need inactive contacts for this campaign anymore, it is better to save their data just in case you need it. You can keep it using a platform or a database, a spreadsheet, for example.
You can have a great email campaign with wonderful offers but, normally, some subscribers will lose interest in your emails. Some of them are no longer interested because they don’t need your products, or they subscribed only to get a special discount. So, it is essential to follow the best practices to avoid emails getting into the spam folder.
Email optimization
Email marketing optimization is a set of measures companies take to increase the conversion rate and build long-lasting relationships with their audience, using email marketing.
How to Optimize Email Marketing
Approaches to email optimization vary depending on the sector of business, its size, the number of subscribers, etc. We’ve collected some actionable tips on how to optimize your email marketing.
Improve email deliverability
This process determines how many of your emails can reach recipients’ inboxes. Here’s what you can do to increase your chances:
Set up authentication parameters. Activate DKIM and SPF validation systems, so your recipients’ email servers understand that you are a reliable sender.
Warm-up your IP-address. If you start your email marketing from a clean slate, i.e., a new IP address,remember that it hasn’t earned any reputation score yet.This impacts your email deliverability, so warm up your IP address by gradually increasing the number of emails you send.
Check your emails for spam. It’s convenient with LIKE.TG because the service gives actionable recommendations before sending an email campaign. It detects the inappropriate length of the subject line and preheader, spammy words in content, broken links, and more.
More tips may help you improve the deliverability of your messages. We’ve gathered all of them in the email deliverability best practices article.
Monitor email marketing metrics
Metrics like the open rate, click-through rate, and unsubscribe rate will show what’s in your strategy needs to be optimized. Let’s get a closer view of the metrics you need to check:
Open rate. It is the number of opened emails from the total number of delivered. There are three things you need to optimize to improve these metrics: the sender’s name, subject line, and preheader text.
Click-through rate. This metric identifies the percentage of clicks on the links from the number of delivered emails. Relevant offers and engaging content helps to improve this metric.
Bounce rate. It identifies the number of emails that weren’t delivered. There are two types of bounce: soft and hard. A soft bounce means that your email wasn’t delivered due to temporary reasons like a full inbox. Such a message may reach the inbox later. In case of hard bounces, like invalid email address, remove inactive subscribers from your mailing list to ensure a better sender reputation.
Unsubscribe rate. It means how many users unsubscribed from a particular email campaign. Keep these metrics under 0,05%.
Conversion rate. It is a crucial metric that shows a number of purchases or other actions taken as conversions from the total number of sent emails. The conversion rate helps to measure the revenue earned with email marketing.
You can view all this data in LIKE.TG statistics, like on the screenshot below.
Produce high-quality content
Relevancy is the key to building long-lasting relationships with your audience. But how can you make your content relevant in email marketing? Follow the tips below.
Use personalization. Start by using subscribers’ names in the subject lines and content. For this purpose, use variables that are automatically created after users opt-in with a subscription form by LIKE.TG.
Segment your audience. Divide subscribers into groups with something in common, like age, gender, or location. With those segments at hand, you can send slightly different emails with dynamic content like changing images, phrases, call-to-actions for various segments of your mailing list. Use behavioral segmentation to take advantage of the common patterns in user behavior.
Use automation. Create email workflows, greet new subscribers with welcome emails, and send abandoned cart emails. Automation also allows you to upsell and cross-sell more goods to your customers and re-engage inactive subscribers.
Create intriguing subject lines. Make sure the subject line is eye-catching and reflects the email content. Don’t use spammy words like “buy,” “money,” “best,” etc. The same rules apply to the preheader text, which tends to support the idea of your subject line. Learn more about the best man can get from the subject lines here.
Offer relevant products. Tailor your promotions to specific subscribers at the right time. Use targeting to communicate with the right audience. Make use of holidays, birthdays, anniversaries to celebrate these days by special offers in emails
Design emails easy to perceive. Stick to the inverted pyramid email design. Use images that describe your products in the best way. Follow email design best practices to make your emails look more professional.
Email open rate
An email open rate is a measure that indicates the percentage of opened emails for a specific email marketing campaign. The email open rate usually shows how well you were able to catch a subscriber’s attention with the subject line or whether your emails reached the inbox or went to the spam folder.
The LIKE.TG marketer defines an email open rate, explains how to calculate it, and offers insights into how to increase this metric.
Why is the email open rate important?
Email open rate is one of the key indicators to monitor an email marketing campaign’s success. It helps to understand which aspect of your email strategy requires improvement.
If an email open rate is low,take this as a wake-up call. Imagine an email marketing campaign as a funnel. The recipients won’t take the last and the most desired action in email marketing (usually it’s a click-through) unless they open the email and then read it to the end.
Despite its importance, the email open rate is most useful in combination with other measures of email marketing success like the click-through rate, unsubscribe rate, the number ofspam complaints, and forwarded emails. This set of metrics provides a holistic view of how effective a particular email marketing campaign is.
If your email open rate is unusually low, you may have failed to catch subscriber’s attention with your subject line or haven’t defined the right time for your email.
How to Calculate the Email Open Rate
The email open rate is tracked with the help of a transparent 1x1 pixel hidden in every email. The formula to calculate email open rate is
Open rate = unique opens/(sent emails - bounced emails).
In your LIKE.TG account, you can see detailed metrics when you select one of your campaigns in the ‘My campaigns’ section. On that page, you can find the number of emails sent and delivered, and errors, open rate, and click-through rate, and a subscriber activity chart. Also, you can export this data in PDF or XLS formats.
Another frequently asked question is, what is the average email open rate? Many marketers want to find out whether their email marketing campaign is successful or not.
The truth is that there’s no such thing as an average email open rate, adequate for all niches. Email open rate varies depending on the industry, the type of email (newsletter, triggered email, or transactional email), and many other factors. Besides, there are a few sociological and technical tendencies that influence email open rate:
Companies dealing with sports, art, religion, and hobbies reach a higher email open rate in comparison with e-commerce businesses.
Emails on more niche topics show a higher open rate than broad topic emails.
The bigger a mailing list is, the lower an email open rate.
Some users have images turned off, so their open won’t count (unless they click-through the link inside the email).
Plain text emails won’t have an open rate, because there’re no pictures used.
Some email clients have a function for previewing images. It will count as opening, but the recipient might never actually open it.
To sum it up, you don’t need to consider the email open rate as the main criteria of email campaign success, but if your email open rate gets low out of the blue, it indicates that something has gone wrong and it’s time to take action. Conversely, if it jumps higher, then usually, it means you are on the right track.
Let's increase email open rates!
You can use personalization, segmentation, A/B tests, and preheader text to your advantage and improve customer engagement.
Register!
How to Increase Email Open Rate
Verify your mailing list
Clean your mailing list
Segment your mailing list
Use the sender’s name
Improve your subject line and preheader text
Run A/B tests
Auto resend to unreads
Provide your audience with relevant content
Come up with mobile-friendly emails
Send emails at the most appropriate time
There are many reasons why recipients don’t open an email. To increase email open rate, you need to cope with these issues. These tips might help.
Verify your mailing list. Email verification helps marketers increase email deliverability and their sender reputation. With theLIKE.TG Email Verifier, you'll get to know the status of each email address on your list and receive a new list of valid emails.
Clean your mailing list. One of the reasons for the low email open rate is sending emails to the inactive subscribers. If subscribershaven't reacted to your emailsfor the last 3-6 months (depending on the type of business), send a reactivation email campaign. If there is still no sign of presence, remove the inactive contacts from your list. Clean your mailing lists from the fake and inactive email addresses regularly to increase the open rate. Besides, LIKE.TG automatically unsubscribes emails that we were unable to deliver to, so it’s one less thing for you to worry about.
Segment your mailing list. Segmentation leads to more targeted, thus more relevant email marketing campaigns. Start segmenting your mailing list, bearing in mind that segmented campaigns reach 14% higher open rates comparing to non-segmented.
Use the sender’s name. Sender’s name should have credibility for the customers. Do you like emails with the sender’s name [email protected] or such? Try either a company name (GAP Factory) or a person’s name (Stevie Van Der).
Improve your subject line and preheader text. Make it funny and intriguing for your audience. A good subject line inspires people to open an email and see what’s inside. Personalize your subject line to increase the chances of opening. Below is the example of a ridiculous subject line for a New Year email.
Run A/B tests. A/B testing helps to indicate which component of the email shows weakness and needs improvements. A/B test is a comparison of two slightly different emails sent to two equal groups of recipients to find out which variant of a subject line, preheader, sender’s name, or time to send results in a higher email open rate (as well as click-through rate)
Auto resend to unreads. Increase an email open rate with a LIKE.TG tool, which automatically resends the emails to those recipients who never opened them. It suggests scheduling the resend time and changing the subject line, so the user won’t recognize it is the same old email.
Provide your audience with relevant content. A couple of irrelevant messages in a row weakens people’s interest and results in lower open rates and a general loss of trust. The cornerstone of email marketing is high-quality, relevant content. Without it, all the measurements will suffer an inevitable drop.
Come up with mobile-friendly emails. About half of emailsare opened on mobile devices. If your emails aren’t mobile-friendly, people won’t open the email next time.
Send emails at the most appropriate time. Wrong timing is the other reason for a decreasing open rate. It is not convenient to read emails during rush hours and at night. Use A/B tests to find out the best time to send or schedule your email marketing campaigns with LIKE.TG.
