Saturday, March 7, 2015

Binary Hybrid Wealth Mastery – Brian M. Hazel


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Today  -> Most Internet Marketers Recognize Email Marketing 

as one of the most cost-effective ways to reach and convert 

prospects and build a deeper relationship with customers 

to drive incremental sales.

Along with being the most effective way to communicate,
it continues to be one of the most misunderstood marketing tools.

Let me now provide you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!

1. Increasing Response Rates with Shorter Subject Lines

All of us receive far too many emails on any given day,
so it’s hard for us to determine which emails to read and which
ones to delete.
It starts with the subject line and how relevant the
content in the subject field is to your customer’s needs.

Studies show that subject lines shorter than 50
characters in length lead to increased open
and click-through rates.

Subject line lengths were divided into zero
 to 49 characters and 50+ characters.
When analyzed, the zero-to-49-character subject
 lines had an open rate 12.5 percent higher than the
50+-character subject lines.

Click-through rates for
the zero-to-49-character group were 75 percent
 higher than the 50+ group. The zero-to-49
and 50+-character subject line length
criteria was used primarily because
the AOL email client, used by more
than 25 million consumers, displays
a maximum of 49 characters for email subject lines.

As always, test different lengths of subject lines to
determine what works best for your specific customers and subscribers.

2. Increasing Response Rates with More Links

Include multiple links in your email to give your
customers multiple ways to engage with you.

Some people may only spend a few seconds
skimming your email; they may only read the
first paragraph or first section.
They would not
make it to the end of the email message and may
choose to click on the links.
And there are customers
who will take the time to read the entire email

Studies show that increasing the number of
hyperlinks in a message leads to increased
open and click-through rates.

Emails with 25 or more links had an open rate 12 percent
higher than those containing fewer than
25 links and a click-through
rate 29 percent higher than
for e-mails with fewer than 25 links.

These results certainly support
some long-held beliefs among email marketers.
In general, email marketers should
include as many hyperlinks as possible.

The more links there are, the greater the chances
 that one or more will resonate with the recipient
and motivate them to click through.
And while 25 links may sound like a lot,
best practices
newsletters can easily reach 15-20 navigation
and administrative links by themselves.

Though these findings are compelling,
it is essential that email marketers conduct split tests
across key variables to determine what
works best for
 their specific customers and subscribers.
Also, since a larger number of links is a way
of providing a variety of choices to your
subscribers,
consider dynamic content as an alternative to many links.

Building emails based on subscriber
preference or behavior can achieve better
results that lots of links by delivering only the
 information the subscriber is looking for.

Again, testing is the best way to steer your marketing strategy.

3. Increase Response Rate with Updated Privacy Policy

Always place a link to your privacy policy from email you send,
which is best done in a standard footer area that also contains an
opt-out or the ability for the recipient to unsubscribe.

If you operate a website, you may already have a privacy
policy describing how you collect information from
visitors and what you intend to do with it.

Since email marketing almost always leads
to collection of personally identifying information,
a published privacy policy is a must.
It’s a very good idea to have your privacy policy reviewed
and certified by an independent 3rd party,
such as TRUSTe, to ensure you are clear
in your promise to your web visitors and email subscribers.
4. Increase Response Rate by Establishing Double Opt-in
While single opt-in tends to acquire
more e-mail subscribers, there are a
number of inherent problems that can
be better handled through a secondary,
double opt-in practice to confirm subscription.
Here are several important reasons
double opt-in is a better practice:
• Double opt-in prevents erroneous subscriptions.
Often, simple misspellings of common
user names or domain names may cause email
messages to begin sending to a completely unintended address.
Not only do you lose an interested
subscriber, but you also gain a user
who will most likely complain of spam.
• Double opt-in prevents malicious subscriptions.
A popular nuisance tactic in the Internet age is to
subscribe someone who really ticked you off to as
 many mailing lists as possible, sending them a mountain of email.
This creates a terrible headache for the
victim and turns your newsletters into tools of harassment.
• Double opt-in provides an audit trail.
Having double opt-in confirmation logs
 allows you to refute any spam complaints that may come up.
Double opt-in is seen by mail administrators as
the most privacy-conscious way of handling
email subscriptions; in case of any corporate filtering,
they will be more likely to white
 list your newsletters if confirmation logs are available.

5. Increase Email Lists by Integrating Email Pre-Checked Opt-in Across All Customer Engagements and Forms

Using a pre-checked default in an opt-in checkbox
within a general registration form is perhaps the
 most popular way to acquire new email subscribers.

One perspective is pre-checking saves
the registrant time in filling out the form a
nd makes it more likely they will decide to
subscribe to your
email communications (thereby building an email list faster).

The other perspective is people are likely to
overlook this checkbox and
unintentionally subscribe, potentially producing
complaints and an unhappy customer. Of course,
both perspectives can be correct – so, which approach is best?

Using an unchecked opt-in box is
 the best way to ensure “affirmative consent” while
producing an email list of truly interested subscribers.

Although your email list will likely be
smaller and grow more slowly,
 the open-and-click rates are likely
to be higher than a pre-checked opt-in.

You will also establish trust with your
customers by not assuming they wish to receive
emails from you.
Combining the
unchecked opt-in with a double opt-in confirmation is the ultimate
permission marketing strategy producing
the most highly responsive email lists.

Given this, testing each method and
comparing response and complaint rates
with corresponding costs is a sensible approach.

If you have a very low complaint rate
from single opt-in and your response
 rates compare favorably with your
ROI equation, then single opt-in may
be right for your business.

Well-conceived email programs will deliver
better results and sales for you. Email can be an
effective and high-ROI tactic for you. It is always
a good practice to review your email program and investigate
 if there are efficiencies and ideas that can be
 introduced to generate better results.

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