How To Take Action On Social Media Metrics

This post previously appeared on Locowise.com.

With your social media analytics, there is huge potential to make things happen. Some brands just don’t do it, and find that they are swamped in data that they never really use. 

There are some key areas in which you can get real value from your social media analytics however. Developing habits in these areas means that you should be able to act on the numbers and information on a consistent basis. This can only bring you some real ROI, so it is well worth focusing on the following:

SET SOME REAL BENCHMARKS

The best thing about data is being able to set yourself targets and benchmarks. With benchmarks, all you have to do is take a look at the numbers and information that is coming in from your data, and then use this information to create simple areas of focus that will help your social media presence grow.

There is one very easy way to do this with social media posts. All you have to do is use your metrics to gather some data on key variables, like:

  • Number of likes
  • Number of follows
  • Engagement rates
  • Impressions

Once you have gathered this data, you can then work out the averages. Having an idea of the averages means that you know where ‘you are at’. This means that you can then think about how to improve on those averages.

Let’s say that your posts gain, on average, 1000 likes per week. That is your benchmark figure. Create a target that says your average needs to be 10% higher. This does not include spikes or posts that go viral, just your average. 

By focusing on this as a goal you will improve overall performance. By having a higher average, you develop a presence that is simply growing year on year.

Use your metrics to set some real benchmarks that allow for consistent growth. 

TAKE ACTION WITH QUESTIONS

When looking at all of your social media metrics you will find that trends start to appear. All of that information turns into patterns, and you should be able to see how things are for certain posts, times of year and so on. Digging deep into these patterns is important. You can take action in this area by asking yourself the following questions when you are looking at your metrics.

  • Are there any spikes in what I am seeing? Where and when?
  • What am I missing? Is there a reason for the outcome? Or that one?
  • How close are we to the next target (re benchmarks)?
  • Which post format is most consistently engagement-worthy? 

By asking these questions and giving honest, clear answers, you are developing the ability to take action on your metrics. You are reading the signs and acting before problems occur. You’re also setting yourself up for success.

GIVE THEM WHAT THEY WANT

Metrics provide you with granular data too. When you’re looking at the posts that are genuinely bringing engagement to your presence online, this is the gold dust that should be at the top of your priorities.

There are too many brands out there that focus on the content that happens to be ‘buzz-worthy’. This means that they jump on the bandwagon of content around a celebrity or even a fleeting news event. This kind of content may even cause a spike or two in traffic and engagement. 

However, ignoring the content that your audience really gets involved with can be costly. By using your metrics to work out exactly what works with your audience, you waste less time and also give yourself a chance of holding on to an audience. This is really intelligent work, and not enough brands do ths.

Take action here by focusing at a granular level on the content that makes a difference, and really speaks to your audience. This approach pays off in the long run, when you have an audience that is showing up on a consistent basis because you are giving them what they want.

HANDLE COMPLAINTS AND ISSUES

Nobody likes complaints. However, social media is a great way to listen to complaints and action them quickly. A company that does not handle complaints quickly will lose audiences and customers in the blink of an eye. 

At the same time, you can keep your finger on the pulse by using metrics to monitor direct messages and support requests. You can even set it up so that you can work out the ‘temperature’ of sentiment from your followers. Doing this allows you to think long-term. You should be able to have an action strategy that preempts complaints more, and therefore makes your social media useful in managing your audiences and retaining customers.

FIND THE RIGHT ‘OTHER CONTENT’

Use your metrics to see which content is resonating with your audience, but on competitor accounts. By seeing which kinds of content appeal to your audience you can capitalise on this by creating similar content for your own feeds.

This is all about actioning what works for other brands in your space. It means you really do have your finger on the pulse of what works in your industry on social media.

SO LET’S RECAP

Perhaps the real beauty of metrics is the ability to benchmark. If you are able to do this on a consistent basis, you can use other metrics to get a handle on what works for your audiences and hit those benchmarks.

Your metrics are useful, but only if you take action in the way outlined above. Benchmark, focus, and use those metrics intelligently for best results.

Showit vs Squarespace Comparison: Which Is Better?

This is an in-depth post. If you need to, jump to a section by hitting one of the links below.

Right now there are over 600 million blogs online. That’s a lot of content. To stand out in that sea of words, you need to make sure you are on a blogging platform that gives you what you need. With that in mind, I’ve put together an in-depth comparison: Showit vs Squarespace.

By the end of the post, you’ll know which of these two will best suit the needs of your business, and be able to choose the right platform going forward.

What is Showit?

Showit Logo: With thanks to Showit.co

The Showit platform is an online Drag-and-Drop website builder that doesn’t require you to understand an ounce of code. If you can dream it, you can build it on Showit. It is great for Designers, Creatives, Photographers, Stylists, Bakers, Bloggers, Stationers, Realtors, Etc.

This tool allows you to create the look of your website or blog by dragging shapes, images, and text around without touching any code. This means you can create your own website using a simple drag and drop builder process.

This removes the steep learning curve that is found on so many different platforms. In fact, those who choose Showit see this versatility as one of the main reasons for using it.

It’s just for photographers, right?

In its early days, Showit was mainly focused on catering to the photography industry, but now it’s applicable to any business. It made sense right at the very start of it’s development that photographers might use it because it offered full creative control and design freedom. Freelance photographers, for example, could see it as a blank canvas. For this reason, creative entrepreneurs saw it as a ‘best fit’ solution’.

Showit vs Squarespace: Showit features

Showit Showit and Basic BlogShowit Advanced Blog
$19 per month$24 per month$34 per month
Showit website builderShowit website builder Showit website builder
Secure certificate (HTTPS) Secure certificate (HTTPS) Secure certificate (HTTPS)
Web hosting with 20 GB of storageWeb hosting with 20 GB of storage Web hosting with 20 GB of storage
Regular design backups every 10 minutes, kept for 7 daysRegular design backups every 10 minutes, kept for 7 days Regular design backups every 10 minutes, kept for 7 days
Ideal for light or beginning blogging and/or you have fewer than 50 posts to migrateIdeal for frequent blogging and/or you have more than 50 posts to migrate
Up to 10K blog visits per monthUp to 25K blog visits per month
Design your WordPress theme in ShowitDesign your WordPress theme in Showit
WP hosting by WP EngineWP hosting by WP Engine
Daily blog backups, stored for 30 daysDaily blog backups, stored for 30 days
Support for Showit blog design and preinstalled plugins. (Additional plugins are not permitted)Support for Showit blog design and custom WordPress plugins (including e-commerce plugins)
One WordPress userUnlimited WordPress users
Simple Blog Migration* (4-day turnaround, includes 50 posts, images, and comments from select platforms)Free advanced blog migration* (4-day turnaround, includes posts, images, comments, and WordPress plugins)
FTP & database access (Available upon request. Recommended only for advanced users with prior knowledge)
Thank you to Showit.co

Showit also runs ‘high traffic’ options for those Showit users with blogs that have 50k plus visitors a month.

One very attractive feature of the Showit platform is it’s WordPress integration. It allows you to achieve the perfect synergy between the beauty of Showit and the high level of blog functionality that WordPress offers. Showit says:


Even though Showit users blog on the WordPress platform, the blog is designed using Showit’s website builder and the blog will still live at the same domain as the Showit website for a seamless end-user experience.

This integration also allows for Showit users to use SEO plugins like Yoast for extra help optimizing their website for search engines.

Showit users will use the WordPress platform for blogging. WordPress is widely considered the best platform for blogging, and this integration allows Showit users to take advantage of the tools available in the WordPress eco-system.

Showit vs Squarespace: Showit website templates

There are 7 website template categories in the drop down menu on Showit. The categories are:

  • Blog
  • Coaching and Consulting
  • Free
  • Podcasts
  • Portrait photography
  • Wedding photography

Showit says that the categories are designed for ‘photographers and creatives’.

Most of you reading this post will be bloggers, so I’ve linked to the ‘blogger’ Showit template section here so you can see what is on offer. All the templates are high quality and highly visual. There is plenty here to help you make a beautiful site. In fact, you can check out Jenna Kutcher and her beautiful website made on Showit for an understanding of just how sleek and professional the results can be.

Showit vs Squarespace: Showit Website designer

The Showit website offers you the chance to get in touch with expert designers on the platform. The designers offer:

  • Custom website design
  • Template customization
  • Branding services
  • Hourly design services

Looking at the list of web designers, some of them have 13 years of Showit experience, so if you are truly stuck with your blog design, these guys can help out. They are also able to design landing pages and web pages individually. The Showit site outlines prices for these services too.

Showit vs Squarespace: Is Showit mobile friendly?

The above video walks you through how to make sure your canvas elements show up on mobile devices as well as desktop views. You may not want certain elements to show on mobile, for example, and as you can see from the video, you have complete control of this.

You can design a completely custom mobile site with a unique mobile experience alongside the desktop view. This is where you can make a responsive design that has a simpler feel. Bearing in mind that mobile users are much happier with less to scroll through, this is a great feature.

Showit vs Squarespace: Showit Customer support

While website and blog design can involve a steep learning curve, Showit seems to have taken care of it.

First up on the Showit platform is this video:

It’s pretty helpful and if you’re diving into Showit anytime soon, I suggest you sit through this first.

As if that wasn’t enough, you also have the option of completing a free online course inside the Showit website. There are 9 chapters/videos covering everything from canvases to contact forms, which is good news for bloggers who are dying to get their first blog post live quickly.

The whole thing is also offered in a more traditional ‘course’ format.

Squarespace logo: With thanks to 1000 Logos

Showit vs Squarespace: Squarespace features

PersonalBusinessBasic CommerceAdvanced Commerce
Core$16$26$35$54
Free custom domain
SSL SecurityYesYesYesYes
Unlimited bandwith and storageYesYesYesYes
SEO features for site visibilityYesYesYesYes
TemplatesYesYesYesYes
Contributors2UnlimitedUnlimitedUnlimited
Mobile-optimzed websitesYesYesYesYes
24/7 customer supportYesYesYesYes
Basic website metricsYesYesYesYes
Squarespace extensionsYesYesYesYes
Google emailYesYesYes
Premium integrations and blocksYesYesYes
Complete customisation with CSS and JavaScriptYesYesYes
Marketing
Advanced website analyticsYesYesYes
Up to $100 Google ad creditYesYesYes
Promotional pop-ups and bannersYesYesYes
Squarespace Video Studio appLimited accessFull accessFull accessFull access
Commerce
Fully-integrated E-CommerceYesYesYes
Transaction fees3%0%0%
Sell unlimited products YesYesYes
Accept donationsYesYesYes
Gift cardsYesYesYes
Point of saleYesYes
Customer accountsYesYes
Checkout on your domainYesYes
E-Commerce analyticsYesYes
Merchandising toolsYesYes
Products on InstagramYesYes
Abandoned cart recoveryYes
Sell subscriptionsYes
Advanced shippingYes
Advanced discountsYes
Commerce APIsYes
Limited availability labelsYesYes

Showit vs Squarespace: Squarespace website templates

There are 21 categories of website template on the Squarespace website. They are:

  • Marketing
  • Magazine
  • Design
  • Health and Beauty
  • Fashion
  • Restaurants
  • Personal and CV
  • Art
  • Interior Design
  • Music
  • Food
  • Education
  • Fitness
  • Travel
  • Photography
  • Jewelry
  • Gaming
  • Non-Profit
  • Politics
  • Technology
  • Consulting

They also ask you to submit a template type if you don’t see what you want in that list. So I did.

I typed in ‘Parenting’ and then I saw a number of questions about business goals and my position on my business journey. This part was quite reassuring. It made me think I was being offered some sort of bespoke service.

Then a number of templates were shown to me. All of them were attractive and sleek. To be clear here, I was very impressed with the sheer number of initial template options. In the end, you’re sure to find something that fits your business.

You can also drill down into blog templates, as well as commerce pages and one-page sites. Essentially, the Squarespace website is stacked with templates.

Note: I could not find any ‘Premium templates’ on the Squarespace website. I cannot guarantee there are none though.

Showit vs Squarespace: Squarespace Customer support

This is where Squarespace really shines. If you head to the Squarespace Help Center part of the Squarespace website you will find 22 topics containing guides written by the Squarespace team.

It’s impressive stuff. I dug into the guides a little and I can tell you that it is essentially a complete instruction manual. There is stuff not just on Squarespace, but also setting up a site/blog and growing it. The whole thing is a great option if you like sitting down and getting stuck into detailed written guides.

Then we get into the videos.

There are videos on using analytics too.

And plenty on marketing your site.

I gave up counting when I got to 130 videos. It’s a great effort by Squarespace to ensure that new users don’t feel overwhelmed. The videos are short, simple and easy to understand. There is even content on Google Analytics, which I was quite pleased to see.

Squarespace also offers webinars. These are live and allow you to speak to the Squarespace team. Again, these are pitched at everyone, so even if you have never created your own blog before the webinars are perfect for you.

Finally there are forums on the Squarespace website. These have literally thousands of entries. They cover many topics that would serve small business owners, such as SEO (making sure your site gets found on search engines), selling your services and editing images and videos.

Is Squarespace mobile friendly?

Squarespace says that it’s sites are mobile-responsive. On top of that, many of the templates have ‘mobile specific tweaks’ that allow for more creative freedom and an even better experience for small businesses. This aspect of mobile design is actually quite challenging for most people, but I’m happy to say that Squarespace make it fairly painless to differentiate between mobile and desktop version experiences.

I had a quick look at tweaking my own test website on Squarespace and it was very easy. I have next to zero technical skills and I could quite easily get around the issues.

The verdict

Let’s start by saying that both of these are two very different platforms, but they also both allow you to make a beautiful website.

The Showit designer offers much flexibility along with a solid amount of customer support so that you don’t feel like you’re drowning in tech.

However, even though Squarespace offers a little less flexibility in design choices, I cannot fault the volume of content it has on there to help users. If you put all of those modules, webinars and videos into a course you could charge thousands for it. It is truly comprehensive. And for a small business owner who is short on time, having everything (and more) they need in one place makes a big difference.

Showit make a big thing about their website designers. I respect that, because some of them are incredibly experienced and can easily create a bespoke site that suits your business perfectly. But it’s hard not to feel that Squarespace offers so much help that you can cut out the need for an expensive designer and pretty much get it done by yourself.

Both platforms offer drop down website builder operation, but I prefer Squarespace in this area. Maybe it is a little less intimidating. And I’m looking for ease of use and great customer support when I’m paying a subscription, not having to pay hundreds of dollars extra if I want a Premium look. You can get a great look for your site with the help on Squarespace, for the price of a subscription alone.

Both sites offer great mobile optimization, with Squarespace just edging out in front with the choices available when ‘tweaking’ the mobile version of your site.

To sum up…

I like Squarespace. Like I said, both services offer a lot, but Squarespace seems to be the best for a business owner. Also, and this is a weird little niggle, Showit seems to have plenty of beautiful templates and designer websites that kind of look the same.

In the end, Squarespace is quicker to use, simpler and has a ton of help. Also, the business plan on Squarespace offers a lot of features, for a relatively cost-effective outlay.

If you want complete freedom in design (and that isn’t painful for you) go for Showit. But for the busy business owner who just wants the site launched like, yesterday, Squarespace is the best option.

21 Proven Drip Campaign Tips for Email Marketing

Drip campaign work involves sending a series of emails to your list automatically, and to a set schedule.

With drip campaigns, the schedule of emails is usually triggered by an action a person takes. If someone subscribes to your blog, for example. Or if someone downloads an eBook.

How to start a drip campaign

I’ve been creating email marketing drip campaigns for a while now. I know how they work. Like most things in digital marketing, these campaigns rely upon the coming together of lots of different elements.

Here are some tips that will ensure your drip campaigns hit the mark, every time.

Tip 1: Get the frequency right

If you have a click-through rate of 2-5% (or higher), you’re hitting the sweet spot. Well done. If you’re not getting these results, it could be because:

  • You’re cranking out emails at too high a rate. People are simply receiving too much in their inbox from you. Slow it down
  • You’re sending out emails too infrequently. They don’t hear from you enough to feel engaged in what you’re saying
  • Your email content isn’t resonating with your recipients. There is no value

Experiment with rectifying these issues until the click-through rate increases.

Tip 2: Test the subject line

The subject lines for drip campaign emails are all part of the storytelling. Test out subject lines every single step of the way.

There’s a fantastic tool by CoSchedule that allows you to test out subject lines, for free.

Tip 3: Make the email campaign personal

Include the recipient’s name in the email. Sound’s obvious, but it is all part of you engaging them and making them feel like the most important person in the world.

Tip 4: Use power words

See the title of this post? It has a power word in it. Words like ‘proven’ have an impact on readers.

Use power words to get those emails opened. Check out these:

100+ Words That Increase Opens

Thanks to CoSchedule for this list.

Tip 5: Make email marketing mobile friendly

Whichever email marketing platform you use, make your drip emails ready for mobile.

Well over 70% of emails are now read on mobile devices.

Tip 6: Send test emails

With drip email marketing, you’re sending multiple emails over time. If they don’t look right then your brand just looks unprofessional.

Send them to yourself. Most email platforms allow you to send the entire sequence to yourself before you send it to your list. It’s a good way to make sure you haven’t included spelling errors, or got the recipient’s name wrong.

Tip 7: Never, ever use all-caps in subject lines

Avoid all-caps in your subject lines. This makes you look a little cheap, to be honest. You’re aiming to build trust and gain engagement with people who you expect to read through a number of emails. Shouting at them with text will just turn them off.

Tip 8: Keep sentences short

Emails should never be long anyway, but a really useful tip is to focus on creating sentences that are no more than 25 words long. This is the maximum length before readers decide they would rather watch paint dry.

Tip 9: Offer (real) value

In my experience with drip email marketing, offering value at every step of the campaign is the only way to go.

What this means is ensuring that the recipient feels like they gain something every time they read an email in the campaign. With my drip email marketing, I always include one of the below in each email:

  • A link to a high-value blog post that solves a problem for the recipient
  • A link to a free eBook that helps them with their pain points
  • An infographic
  • A ‘cheat sheet’ helping them get to grips with an issue

They get value every time, and that’s how it works.

Tip 10: Use fresh visuals in your email drip campaigns

Your customers and prospects will likely have seen your emails before. To understand that this drip marketing campaign is worth paying attention to, they’ll need to see something new.

I’ve even seen brands use emails that have no visuals, simply because all their other emails had eye-popping imagery. It’s all about doing something different. Give the drip campaign a different look and the audience will stick with it.

Tip 11: Write short paragraphs

Your audience will still want to skim the email, so help them do just that. Each paragraph should have no more than three sentences in it.

Tip 12: Send emails at the right time

This is all about knowing your audience, but with drip marketing you need to know when the best time to send the emails is.

The infographic below is a rough guide, but use your email platform to understand when your audience is most receptive.

Thanks to CoSchedule

Tip 13: Send from a real person

Your emails should be sent by a real person. This cannot be stressed enough. If you just use the company name, you appear cold and faceless. Exactly what you don’t want to look like during a drip campaign.

Tip 14: Monitor the email campaign as it runs

Believe it or not, some brands and companies send out emails as part of a drip marketing campaign and then just ‘wait for the conversions’.

This is not how it works.

Anything can happen. It’s in your best interests to monitor every single email after it goes out. Check for open rates and clicks to make sure the emails are working as the campaign is live.

You could miss a disastrous open rate that you might be able to fix before it’s too late.

Tip 15: Clean your list

Run through your email list before you start a campaign to make sure you aren’t sending the emails to recipients who haven’t opened your emails for a while. This will prevent an adverse impact on your open rates.

Tip 16: Know your goal with email marketing

You must have a campaign goal before you create a drip marketing run. Do you need to have recipients go to a particular page on your site? Or are you selling a course?

Knowing what your outcome is meant to be will allow you to have a general theme and tone for the emails in the campaign. It makes writing the emails a whole lot easier.

Tip 17: Use clear CTAs

A call-to-action (CTA) should be there in every email during the sequence.

Tie the CTA to the value I talked about in Tip 9 and you will have compelling emails that get results. If you don’t ask people to do something they won’t do it. You have to guide them.

Tip 18: Work to a plan with email campaigns

Always plan out the campaign before you get started. At the very least, cover the following points before planning to ensure you have a successful run:

  • What order will you send your emails in?
  • Is there a match between your triggers and your message?
  • Analyse your success criteria (what numbers are you going to track)
  • Identify your audience and why they matter
  • Identify your campaign’s goal

Tip 19: Be clear, and short

A good rule of thumb is to be as clear and direct as possible in your emails for the campaign, whilst also being as brief as you can.

Never go over 275 words.

Tip 20: Keep the campaigns

Don’t delete them after a run. Instead, keep the campaigns so that you can alter them a little for another audience.

I’m always amazed at how many clients I work with who have previously thrown away their campaign materials because ‘it was done’.

You can reuse them. you may have to tweak them but they are valuable assets, plain and simple.

Tip 21: Hire a copywriter for email marketing

This is probably the best tip you could have. Basically, use a trained copywriter when creating email drip campaigns.

A trained copywriter creates campaigns for businesses and those campaigns convert. It’s as simple as that. The copywriter will know how to use the right words in the right sequence. Copy writing is a science.

The best copywriters make 6-figure salaries because they make money for businesses.

if you do not hire a copywriter, you don’t have the knowledge, experience and objectivity required to make sales through email.

This is the point where I mention that I am a trained copywriter (you can hire me here).

Getting email marketing drip campaigns right should not be left to chance. Neither should email marketing in general. If you want the best people behind you, try Aweber. There’s a reason why it’s one of the biggest email marketing service providers in the world.

Email Marketing for Business: The Ultimate Guide (Part One)

This is the first part of our Ultimate Guide to Email Marketing for Business.

A lot is going to be covered. We’re going to start off with a simple question.

Why email marketing?

The most compelling reasons you should make email marketing one of your priorities are:

Fully 99% of consumers email is checked out on a daily basis. It’s very much the most popular communication channel between brand and consumer. It’s still trusted and used by millions of people.

In fact there are 4 billion plus email users daily (HubSpot).

You have ownership. It’s important to remember that you own your email list. No one else does. You might have a huge list of Followers on Twitter but imagine if Twitter changed it’s algorithm tonight and you lost 10% of your Followers. How about 20%?

It converts. And like nothing else. The average open rate for emails across all industries is an incredible 19.8%. (Constant Contact, 2021). That makes it one of the very best ways to drive revenue.

With thanks to Adam Solomon via Unsplash

It has a wider reach than social

Everyone who is online has their own email address. That’s just the way it is. They also have a high level of control over their email address. It feels safer.

Compare this with social media, where there have been more data breaches than we can count over the last three years or so, and you can understand why more emails get opened and read than social media posts. People are just a little more wary of social now, and email feels…trustworthy.

It brings the biggest ROI too

We thought we’d get perhaps the most important reason why you should use email marketing for business right here at the end. Marketers keep finding that email simply returns the most money against any investment.

In fact, for every $1 spent on email marketing, the ROI is $38 (Campaign Monitor).

In our next post in this guide, we will look at how to build an email list.


The 16 Golden Rules Of Email Marketing

Just starting out with email marketing? Do you need a guide to email marketing? Check out the following tips to gain more opens, clicks and conversions.

Do not buy email addresses

While it is easy to buy email lists, the people on the list didn’t choose to receive email from your company. Plus, these lists are often full of invalid email addresses and spam traps, both of which will help trigger spam filters.

Do not send spam

Spam is an abuse of other people’s privacy by sending unwanted advertising or promotions via email without any request for permission. It carries legal consequences as well as being a serious violation of your ISP’s Terms & Conditions.

Send emails that are relevant to your customers’ interests

Keep track of what topics they’re interested in by asking them questions about their latest purchases or other interests throughout your communications with them, then developing themed newsletters around those topics to create interest among subscribers who may want more information on this topic.

Make sure you e-mail only to those who want to hear from you

It’s bad e-mail etiquette to send email newsletters or announcements to people who haven’t asked for them, even if they are your best customers.

If you must include promotional information in an email that is sent to all of your customers ask for permission first . Some companies offer incentives like discounts, free samples or coupons for taking part in surveys and consumer panels.

Be sure the subject line of your email message is relevant and non-spammy

This will ensure that the customer opens the message, rather than marking it as spam.

Don’t make unsubscribing difficult

Remember the last time you wanted to unsubscribe from an email and it was a headache? Make sure your unsubscribe link is easy to find and click on.

Include a personal touch

Personalize your email by including your customer’s first name or using the company name they made their purchase under. Sending emails that are ‘pre-drafted’ without any customization can be off putting and repetitive for customers, as opposed to personalized messages which show you care about individual preferences.

If you use images in your email give them descriptive alt tags

If text within the image is important to understanding the message of the mailer, this will make it easier for those who have graphics turned off from being able to understand what they’re missing out on by not reading your email .

Make sure your emails are sent from a real person

A statement or even a brief biography on your company’s website that introduces the person sending the email can be helpful, but avoid having someone write emails in their own voice. If you are using an autoresponder why not have it say something like ‘Hello, I’m Jane Smith, Marketing Director of Company X and I am pleased to announce our latest product….’?

This helps your customers remember who you are and how they know you, which is especially important with online purchases where identifying branding is often less obvious. People tend to buy from brands rather than companies so make sure they know what brand they’re buying from at all times. A message that personalizes each email will help them feel more comfortable about future transactions .

Write email subject lines that are short and highly ‘clickable’

Make them concise and hard to ignore. Be creative, but do not overdo it. Many email services will display the subject line in all caps or bold font to draw extra attention. Personalization is key here, so use their name if you can.

Remember that most people receive dozens of emails per day and simply don’t have time to read everything on offer . Be direct about what your message contains and how it relates to them, i.e., include a relevant link with succinct copy on why they should click through. If your copy is too long they won’t read it; if the reason for clicking isn’t immediately obvious, they probably won’t bother clicking either!

Don’t ask people to sign up for email updates if you’re not going to deliver anything substantial

You should always be concentrating on giving all subscribers a ton of value with email marketing. If you are giving away good stuff to people who have subscribed, they will trust you more and are more likely to go on to purchase one of your products or services at some point in the future.

Remember that email marketing is a numbers game

You can’t expect every email you send to be read by everyone who receives it, but if you have good content then many of those who do read it will click through and hopefully subscribe to future updates too.

Keep messages brief

If possible stick to just a few lines at most in order to avoid coming across as being long-winded. There’s no need to write a novel when something short will suffice just as well.

Include some great images related to the content that you are sending out

Don’t overload people with photos though — just pick a couple that will capture attention and illustrate your point perfectly. You might want to use pictures of yourself in your email marketing so they can see who you are, which helps them trust your words more!

Include a clear call to action (CTA)

Make it as easy as possible for people to do what you want them to do — whether it’s joining your mailing list, clicking through to a particular page on your site or making a purchase of one of your products — then tell them exactly what you’d like them to do in the e-mail itself. This is easier said than done — especially when dealing with creative types — but keep thinking about this from the user’s perspective and you should find that it becomes a lot easier.

Include one call-to-action per email

Don’t go overboard by giving subscribers too many options. This is one of the quickest ways to lose their interest in your business, because it makes you seem unprofessional and unsure about what you’re doing.