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Google Analytics is a fantastic tool for understanding your audience, tracking visitor behavior, and making improvements. It can help your business in many ways, but not all.

Things You Can Do with Google Analytics

1. Real-time Site Traffic Monitoring

Google Analytics not only shows who has visited your site previously, but also how many people are currently viewing it. Visit the Real-Time report to see how visitors interact with your content.

2. Tell You What Your Site’s Visitors Want

If your website has a search function, Google Analytics’ Site Search feature will show you what terms visitors are using and whether they are finding what they want.

3. Test Your Mobile Site Requirements

Otherwise, the Mobile section of the Audience report will tell you what devices your visitors are using and what percentage of your audience is using a smartphone or tablet.

4. Show Your Site Visitors

While the Audience report does not reveal who is visiting your site, it does reveal their age, gender, interests, occupation, and location. This data can be used to target them with email or online advertising, and to tailor your content to their interests.

5. Let You Track Your Site’s Usage

Google’s Users Flow report shows you how visitors move through your site, including which pages they visit first, how many return later, and which pages they skip.

6. Show You What Your Visitors Click

To know where to place key calls to action and which pages may need updating to increase engagement, use Google’s In-Page Analytics tool.

7. Rank Your Content

Select Site Content then All Pages in Google Analytics’ Behavior section to see a ranking of all site pages. You can sort the list by page views, average time spent on the page, and more.

What Google Analytics Can’t Do

1. Tracking of Individual Users

Google Analytics can tell you a lot about your site visitors, but not who they are. We know their age, location and other details but not their name, IP address or any other personally identifiable information.

2. Get Historical Site Use Data

There is no way to see data from before Google Analytics was installed, so you can’t see traffic and other information from before Google Analytics was installed.

3. See What Your Site Visitors Do Elsewhere Online

You can track what your visitors do on your site, such as what pages they visit, how long they stay, what buttons they click, but not what they do once they leave.

4. Tracking of Users That Don’t Want to Be Tracked

Google Analytics tracks site visitors with cookies and JavaScript. Then Google Analytics can’t track their activity on your site.

Include a promotional offer

Everything is straightforward – incentives are enticing and continue to work. This will increase involvement and encourage your subscribers to take the time to give their thoughts.

This is precisely what Rifle Paper Co. does in their email data survey. They consider every part of their campaign: they define the purpose for writing, the expected time required to finish the survey, and, most importantly, they provide a 15% discount on the purchase as a reward.

However, your incentives should not always revolve around money and discounts; inject some excitement and pleasure into the survey-taking process. Flywheel, for example, invites users to participate in a survey in exchange for a chance to win a T-shirt.

Set expectations

Your audience will enjoy it if you inform them of the amount of time they have to respond to your questions. As a marketer, you, too, would not be thrilled if your customers waved you off halfway through a survey simply because it was too boring or lengthy.

For example, MobileMonkey included a survey in their welcome email and focused on the CTA to emphasize how little time it takes – less than a minute.

Show all questions in the email

One reason people may abandon your survey is their reluctance to navigate to another page and provide their comments. Expose the entire questionnaire in the email and allow users to fill it immediately.

Taylor Stitch does this in their post-purchase email. They request feedback on the overall happiness with the acquired item, as well as its size, quality, and style. Users need not enter anything – they simply need to press the enticing responses — and, most significantly, they are to do so directly from their inbox.

Do the one-question survey

As an alternative to the previous point, do a micro poll to ascertain whether or not your subscribers enjoyed your content. Simply insert a thumbs up/down or happy/sad emoji anywhere in your email to solicit feedback from your audience.

Even though a one-question survey may not appear to be particularly insightful, it can reveal some vital information about your emails. For instance, if you design a redirect survey, participants can be sent to a Google form to specify their ideas following selecting the appealing alternative.

Airbnb, for example, sends a satisfaction survey email to their customers to ascertain how their engagement with the company’s customer care went. They enquired about the user’s likelihood to promote the service to others, and when clicking on an appealing score, the user was sent to a page in which they were asked to justify their selection.

AWeber, for its part, created a footer survey to which users may respond by clicking on the enticing emoji.

Go creative

Is it necessary for each and every survey to be business and marketing-related? We scream “No!” You can use surveys to add a sense of pleasure and relaxation to your marketing routine. Allow your users to take a break and think about something other than purchases.

Take inspiration from WYR’s emails. After subscribing to their emails, new users receive a weekly would-you-rather survey along with the results of prior editions.

Thus, survey emails are an unquestionably powerful email marketing approach. And they are simple to execute and can assist you in achieving your marketing objectives.

When asked how they would prefer to learn about a product or service, 69 percent of consumers stated they would prefer to watch a short video rather than read an article or view an infographic about the product or service. As a result, it is clearly undeniable that long text-based emails are becoming obsolete. Video has risen to the top of the food chain.

Learn the ins and outs of how to use video in email marketing in a way that is both effective and efficient in this post.

The benefits of using videos in emails

Making a video takes a lot of effort: you have to assemble a team, summon a muse to come up with an exciting concept, write a script, locate the appropriate equipment, shoot hundreds of scenes, select the finest ones, then edit them all together into a 60-second frame.

So, what exactly do you get in exchange? The click-through rate, open rate, and conversion rate are all higher as a result of it, to begin with. The use of video in an email is an inducement to the recipient to click on the play button. It piques the recipient’s interest and arouses his or her curiosity. In comparison to developing a large amount of instructive text-based content, using videos allows you to get your message through in a much shorter amount of time

The facts and figures speak for themselves. Let’s start with the most intriguing one: return on investment (ROI). Every year, marketers are asked if video provides a positive return on their investment, and they are progressively responding affirmatively.

People binge-watch videos on a daily basis, and there is no reason why you shouldn’t join them in this activity. 78 percent of marketers believe that video has directly contributed to an increase in sales. Oddly enough, it was the coronavirus outbreak that caused the video business to explode. With all of the increased obstacles associated with the pandemic, 47 percent of marketers and business owners believe that video marketing has become a requirement for their companies.

What about the people that buy from you? They almost always gravitate towards the most interesting and entertaining kind of material. The majority of consumers (84 percent) claim that watching a brand’s video has influenced their decision to purchase a product or service. Furthermore, it has been discovered that consumers are twice as likely to share video content with their friends as they are to share text-based content.

Things to consider when you’re making a video

Now all you need is a little imagination and some free time to put together your film. Let us go through some fundamentals that will help you gain more views and attract the curiosity of your customers.

1. Relevancy

Always make videos that are relevant. Do some research on your target audience and what kind of material would be attractive to them before copying any trendy formats just because your competitors are using them. You might not be aware of the fact that they’re losing money since you’re not paying attention. Keep your focus on what you are convinced your target audience will want.

2. Brevity

The ideal length of a promotional film is between 30 and 90 seconds in length. If the video is too long, it is preferable to break it up into numerous pieces and send it as a series of emails instead. Your video’s initial few seconds should be the most engaging, exciting, and intriguing possible; else, your viewers will lose interest and leave your site.

3. Personalization

If you want to connect with your audience on an emotional level, showcasing a real person is preferable to employing generic icons and flat images. However, if you intend to delve deeply into the technical specifics of your project, simple vector animations will enough for your needs. Just make certain that you address the specific concerns that your clients are experiencing.

4. Title-to-content correspondence

Avoid employing clickbait to catch the attention of your subscribers and instead treat them with respect. In the event that your subscriber watches the video and finds that it has nothing to do with the title, their trust in you will be completely destroyed. Following that, they will not engage with your content.

5. Visual consistency

It is important that your films are easily identifiable and consistent with your overall aesthetic. You may ensure this by hiring a skilled full-time employee rather than delegating production responsibilities to multiple freelancers every time you require visual content for your website or social media channels.

6. Optimization

If you opt to publish your videos to YouTube, make sure to provide a description for each video you upload. Concentrate your efforts on getting the most significant points and keywords within the opening three sentences of the document. Make sure to include tags and to place your video in the appropriate category. After analyzing all of the information, YouTube’s algorithm determines whether or not a video contains any relevant content and then suggests it to users based on their past requests and viewing history.

How to include a video in an email message

Let’s get things straightened out so that there is no ambiguity. Embedding videos is not supported by the majority of widely used email programs at this time. There’s an excellent explanation for this! We would otherwise receive a deluge of obnoxious spam movies on a daily basis.

Instead, marketers employ an image with a clickable play button that directs visitors to a landing page that has the entire movie as well as a call-to-action button. You essentially just insert a thumbnail with a play button on it and that’s all. It’s a preview of your video that seems like a fully functional video player. Instead of being a physical button, the play icon serves as a link that directs users to your resource. You can completely omit it and simply include a CTA button with the words “Watch now” or “Play” in the title.

What’s the point of just sending an image with a link to your video? Your email is kept to a minimum in size, but you encourage your recipients to view your video and visit your website. In addition, you have the opportunity to make personal contact. And then explain challenging aspects of your product in clear language to customers.

A milestone email is one that is sent to congratulate subscribers on a special occasion such as their birthday, subscription anniversary, or another significant date. They’re excellent for establishing brand trust and are certain to make your subscribers smile. It is customary to include discounts or special offers in milestone emails. A juicy discount combined with a kind email is an excellent way to close a sale. We’ll show you how to automatically send milestone emails to your subscribers on their special day.

Step 1. Working with their mailing list.

Before we proceed with any type of milestone email, it is necessary to collect the date of interest in your mailing list via a variable. While collecting users’ birthdays is the most common example, you can also collect information about user registration anniversaries, date since last purchase, and much more. Today, we’ll look at creating a birthday email example, as this is a universal subject.

There are several ways to collect a subscriber’s birthday, but the simplest is to use a subscription form and map the date to a mailing list variable. We’ll demonstrate how to manually enter birthdays into your mailing list in our example.

To begin, navigate to your mailing list and click on the “Create variable” link in the upper right corner. Following that, name the variable; we chose “Birthday.” Now, in the dropdown menu beneath “Enter variable type,” you must inform the system of the type of variable you are about to enter. Birthday emails, and emails announcing milestones in general, will always contain the “Date” variable type. You may now click.

You can allow subscribers to change their own birthday information by checking the “Available for subscriber editing” box before clicking Add.

Now that you’ve navigated to the automations tab, you’re ready to customize your basic settings. We’re going to meet you in the drag-and-drop editor.

Step 2: Constructing the flow.

You’ll be delighted to learn that this entire process takes only one email to be included to the “Start” section. Let we begin. For the “Start” element, select the “Special Date” condition. Then, select the mailing list that you require and the birthday variable from the “Variable” drop-down box. Following that, ensure that “Yearly” is checked under “Start flow” to continue wishing your subscribers a happy birthday year after year. Finally, click the “Apply” button. Additionally, you can select to send the email slightly before or after the big day; in our birthday example, we will send it on the subscriber’s actual birthday.

You’re already 90% complete, which is pretty great, huh? All that remains is for you to attach your birthday message by email, push notification, or SMS. For the sake of simplicity, we’ll use the email element in this example. Following that, specify your preferred sending time; “Immediately” should suffice. Finally, specify a subject line and an email template.

Congratulations, you’ve created an automated happy birthday email machine in less time than it takes to brew a cup of coffee. While you can always add additional material to your birthday flow, this is all you actually need to wish your subscribers a happy birthday.

Marketing automation takeaways

We’ve covered a lot of ground today, but let’s not forget that marketing automation is here to simplify your life and free up your time. While there is a learning curve, as you gain experience, you will benefit from marketing automation for years to come.

Keep the following marketing automation best practices in mind as you work toward greater independence and killer campaigns:

1. Have a well-defined strategy map. Avoid future hassles by visualizing all of your ideas and validating the logic of your automation flows with a mind map.

2. Gradually warm up your leads. While marketing automation may free up some of your time, your subscribers will be unaware. Maintain a steady flow of prospects through the funnel rather than inundating them with messages.

3. Distribute hyper-targeted material. There are numerous uses for the data that you collect. Create marketing communications that add value based on the unique characteristics of each subscriber.

4. Avoid reinventing the wheel. This is a simple one; you can reuse the majority of the content you already distribute as part of your marketing automation efforts. It’s all about utilizing software to your advantage, not developing a totally new technique.

5. Conduct an evaluation of your performance. Verify your results and make any adjustments. Creating high-quality marketing automation is an iterative process that requires you to monitor its development and make necessary adjustments.

6. Work in close collaboration with your sales staff. Collaboration with your sales team and other departments is critical, as is paying close attention to client feedback. After all, your objective is to provide them with the best experience possible as they progress down the funnel.

Obtaining opt-ins is only the beginning of the process. When you start trying to figure out how to keep your audience loyal and engaged over the long term, the true battle begins. Because there are so many potential touchpoints you can make, from saying “hello” to new subscribers to re-engaging passive users, there is no shortage of opportunities to engage your audience.

Let us demonstrate how an eCommerce email design and copy can help you nudge your potential and existing consumers in the right way with effective email marketing strategies.

eCommerce email design tips

Visuals and copy work hand in hand in eCommerce email design; as a result, we must take both into consideration in conjunction with one another. The appropriate visuals will help to magnify your message, whilst poor graphics will simply serve to detract from it. Even the most gorgeous eCommerce email design will be harmed by poor language, which is also true in the opposite direction.

In order to make your eCommerce emails stand out from the crowd, you must adhere to the following golden standards.

• Create subject lines that are succinct and to the point.
• Maintain high-quality photos and avoid pixelation whenever possible.
• Instead of using stock images, create your own photos and graphics.
• Include videos in your emails to sell products or to explain key features in greater detail.
• Follow the guideline of “one email, one call-to-action.”
• Make your CTA buttons stand out from the rest of the page.
• Avoid using long paragraphs in your emails and make sure they are mobile-friendly.
• Maintain brand consistency by making sure your email design is easily recognizable to recipients.
• Make use of dynamic, user-centric language, and make it stand out with bold typefaces.
• Remove any distracting factors that are interfering with your ability to communicate effectively.

What is a lead capture form?

A lead capture form is a form with one or more fields for leads to fill out. And a CTA button. The form itself may be buried behind that button, but you select whether or not to use it. A page with only one CTA button is usually cleaner and less scary.

Lead capture forms are perfect for providing any type of time-sensitive offer. They are synonymous with lead capture pages.

Why use lead capture forms?

It’s the last step in the lead generation process. Once you have that information, you can contact and nurture your leads. For this reason, marketers use lead collection forms whenever possible.

Users that sign up for your mailing list are already interested in your product or service. In such circumstance, your emails are more likely to be opened than emails sent to a cold list. A high-quality lead is one who has clicked on your ad and is on your lead capture page.

Another incentive to use lead capture forms is the added value they provide. You make it simple for your visitors to interact with your brand and access all of your valuable content. Lead capture forms and pop-ups are great for developing lead magnets since they grow your mailing list while engaging your users.

Your landing page will not increase sales or engagement without a lead capturing form or pop-up. It doesn’t tell users what action to take or what your page is about. The user’s journey across your page is incomplete, like ripping out the last chapter of a book. No form, no CTA, no conversion. It’s best not to start this cycle.

What makes lead capture pop-ups and forms work?

While listing vital aspects, we will also try to comprehend their purpose. Let’s take a closer look at a high-converting lead capture form. Prepare to learn some tried and reliable methods!

1. A catchy title

Use big, attention-grabbing headlines. Make your title twice or three times larger than your supporting content. Try to convey your offer’s core without employing ambiguous analogies or descriptions.

The fewer words the better.

2. Value

First, describe what your audience will gain by providing personal information. Always make it clear what they’ll get after clicking “Submit” or any other CTA. People want to learn new ways to enhance their job, shopping, or personal lives, so make sure you offer something worth subscribing to.

It doesn’t require much effort; just mention it in the supporting text.

But what about constructing lead magnets to give valuable material in return for email addresses? Offering a free eBook, guide, or report will increase opt-ins and curiosity.

3. The human approach

For long forms, explain how all that info can help you design a better offer for your leads. You can make your form more personable and less dry by including images and names of your team members.

Your help text will sound better if it is kind and encouraging, which will encourage completion of your form.

5. Great visuals

Using real, authentic photos will help you elicit an emotional response from your visitors. We chose an example where the background image perfectly matches the offer’s core premise. They provide a whole new approach to work remotely, and actual photographs look much more realistic than a blank background.

Also, notice how they underline the three key benefits of their service immediately underneath the CTA button. They basically summarize their offer and encourage users to convert immediately.

6. A strong call to action

When crafting language for your lead capture form and CTA button, use actionable terms like “Get your free account” and avoid ambiguity. Using active verbs encourages visitors to try your product. A bold claim or a strong guarantee will cause them to pause and consider what you have to offer. The trick is to avoid clickbait.

The optimal spot to promote benefits like “Free trial” is directly under your CTA, where the decision is made. Adding these gives your leads confidence and removes obstacles to saying yes.

Following that is a forceful call to action with an email example. A user may simply see their usual email by clicking on the link below the CTA button. To eventually persuade your leads, give them a sneak preview of your offer.

7. A good number of fields

This one’s tricky. Of course, fewer is better because people become bored with interminable forms and rarely complete them, but there are exceptions. Make sure you get enough data for segmentation and customisation.

In this case, the caterer asks many inquiries to fully understand their potential clients’ needs. So they can contact them and deliver highly relevant information without wasting time.

8. Honesty

The importance of being honest and truthful with your leads is often ignored. Consider Clickflow. Instead of promising to supercharge and rocket their website to the Moon, they simply explain how their service works, eliciting even more trust! The vow not to sell users’ data seals the deal.

Since everyone is employing lead generation tactics and trying to generate sales, radical honesty is a good way to stand out. Just remind your audience that your marketing efforts are helping them find the most appropriate information or solution.

Let’s debunk the myth that nurturing warm leads into consumers requires a lot of work and innovation. Make your leads feel unique. Sending useful, relevant, and professional material can help convert leads into paying customers.

While each audience is distinct, all leaders have a trait. Marketers who use timely and engaging emails can alleviate pain points, hesitations, and worries. Here are a few samples to get you started with your first lead nurturing email campaign.

The best lead nurturing email examples

1. Welcome email

Having a strong first impression is crucial, so make the most of it. Without overwhelming your readers, you can use this initial email as an onboarding email. In this email, you should explain how your product or service would benefit them and why they should subscribe. From the start, be helpful and nurture your leads.

Mouseflow’s lead nurturing email is a mini-library of knowledge and FAQs. It’s neither unpleasant nor confusing: the team gives consumers time to become used to the tool while still making the user experience pleasant. This lead nurturing email illustrates that a professional design isn’t required.

2. Informational email

It takes longer to nurture and educate your leads about a complex or high-end product. Then provide them options and allow them pick how to interact with your brand when their free trial ends.

His Monday email provides mild suggestions while respecting the user’s desire to take more time. It also shows that the team values customer feedback. Preferably, make an emotional connection before hoping for a convert.

3. Instructional email

A simple step-by-step guide might sometimes persuade a lead that your product is simple to use. Contrary to conventional guidelines, this type of lead nurturing email encourages. It may be fun, memorable, and participatory. This email can also showcase your brand personality.

An example of a commonplace product becoming exciting to discover and use is shown above. Not enough thrilling details? Use quirky pictures and typography to keep it interesting.

4. Recommendation email

We often discuss adding value to leads, and referral emails are the finest example. They mainly comprise of suggested material, products, or services based on a user’s previous behavior. Personalize emails based on a subscriber’s browser history, profile information, or purchases.

By analyzing users’ travel plans and booked stays, Airbnb creates an entertainment schedule for them.

It makes sense to develop intuitive linkages between features, helping users through the process. To do so, you need to score your leads and know where they are in the sales funnel. Thus increasing your conversion rate and recommending the most suitable solutions.

5. FAQ email

Often, consumers are close to making a decision but hesitate. You may encourage your prospects by addressing their concerns and answering frequently asked questions. Users will not be able to relate to FAQ emails unless they are conversational and emotive.

A video or infographic can provide comprehensive answers, like TrustedHousesitters did in this lead nurturing email. Don’t forget to contact your specialists directly: now is the time for personal touch.

6. Engagement email

Keeping your leads engaged is difficult. You must balance advertising your goods and demonstrating your expertise. Find a recent event to reference and provide useful content.

It is not a general piece, but rather well-crafted expert recommendations that business owners whose enterprises were affected by the global epidemic can implement in these specific circumstances.

7. Webinar announcement email

Webinars are wonderful for bringing personal experiences and face-to-face dialogues to impersonal contacts. Create webinar emails that educate your audience on the event’s value and why they should attend. Don’t forget to tell them when and how they can acquire your event’s recording.

This Socialinsider email is effective for two reasons. First, it is unobtrusive and does not compel the reader to Also, their audience can watch this Q&A session at a later time.

8. Promotional email

It’s time to demonstrate new leads how easy it is to buy, right? A promotional email always has a clear CTA and encourages recipients to act quickly.

This commercial email may still be nurturing – highlight all the benefits, show off your features, and be personable.

Keep your CTA simple and in context. Showing prospects how your product can improve their lives will encourage them to buy. Don’t be scared to elaborate; lead nurturing implies making sure your contacts are aware of all your benefits.

9. Abandoned cart email

Automatically reminding users who haven’t completed an online transaction helps you recoup lost sales. One hour after a buyer abandons their cart, another email is sent, and so on. It’s a quick technique to refocus distracted shoppers.

Incentives for returning to your website are the greatest option.

Add a new benefit or a tiny incentive to entice the most hesitant leads. Your follow-up emails should re-energize users and help them complete the purchase.

10. Offer email

This one is comparable to a promotional email but less complex. Clarify the actions a lead must take to begin using your product. This is the greatest opportunity to explain how it works. Include clear calls to action that encourage customers to buy.

An effective lead nurturing email offers reasoning, lists all purchase steps, and contains a compelling CTA. The email simplifies the decision-making process for the subscriber.

What occurs when a visitor lands on your landing page? What strategy do you have in place to convert those visitors to leads? How can you optimize your current conversion strategies in order to increase lead volume and quality?

We’ll demonstrate how to convert website visitors into leads using seven distinct lead generation tools and strategies in this post.

1. Google Analytics with Leadfeeder

Google Analytics informs you of the number of visitors to your website, but not who they are or what companies they represent.

Leadfeeder addresses this issue by performing a reverse IP lookup on the companies that visit your website.

To convert those visitors into leads, you can create a plan of action using Leadfeeder alerts.

2. Live Chat

Live chat is an excellent way to engage website visitors and increase conversions while they are on your site.

Indeed, it has been shown to increase website conversions by 45 percent simply by providing instant customer service.

Live chat enables you to communicate with visitors in a way that is contextually relevant to the content in front of them.

Most live chat platforms allow for segmentation by URL and country, and you can personalize the initial messaging based on these parameters.

You can even tailor their experience based on their frequency of visit.

If the individual is a returning visitor, you can engage them directly with messaging or an offer that is tailored to their specific activity on your site.

LiveChat, Olark, Drift, and Intercom all offer live chat solutions for small to medium-sized businesses.

3. Qualify Your Visitors Through Longer Lead Forms

While the copy on the landing page is beneficial, you can reinforce it by setting expectations in the form fields.

TruckersReport A/B tested their sign up form during a review of their landing page, comparing a form with multiple fields to a form with only an email field. Multiple-field forms converted 13% more than short forms.

It will take time to determine the optimal number of fields. The best place to begin is by determining what information you require to effectively qualify sign-ups.

Similarly, Paperchain markets itself to music publishers and record labels as a solution. It makes use of multiple fields to help identify who is signing up and weed out those who are not a good fit.

If a prospect is uninterested in completing a longer form, they are most likely not ready to buy.

By including the variables “Organization name” and “Organization type,” they can better segment their mailing list and trigger customized customer journeys based on those variables.

4. Create Campaign-Specific Landing Pages for Your Paid Marketing Campaigns

How do you influence the cost per click (CPC) in AdWords campaigns? Advertisement quality score.

What factors into your ad’s quality score? Relevance of ad and landing page copy, as well as conversion rates, are just a few examples.

AdWords rewards campaigns that consistently convert by matching ad copy to landing copy.

Google views these factors as indicators of relevance, and it is in their best interest to serve the most relevant results possible, even for paid advertisements.

Consider an instance when you conduct a search for “media attribution” solutions.

All of the advertisements include a direct reference to “media attribution” in their headline copy. Neustar has even incorporated it into the URL.

What’s fascinating is how each of these businesses approaches landing page design and conversion strategies.

5. Optimize for Your Highest Converting Acquisition Channels

It’s critical to understand who your site’s visitors are and how to optimize content to convert them.

However, it is equally critical to understand their motivations.

You need to know which acquisition channels are bringing in visitors and which channels are converting the most.

Using the Source/Medium view in Google Analytics’ Acquisition dashboards, you can add an Event as a secondary dimension to the data table, along with your Conversion.

Alternatively, you can use the Goal Flow dashboard in the Conversion section to see a more visual representation of the conversion channels.

Alternatively, you can conduct a Multi-Channel Funnel analysis to gain additional insight.

6. Use Contextual Calls to Action (CTAs)

When marketers think of CTAs, they typically think of pop-ups and contact forms on landing pages—but they can be used in other contexts as well.

On the Leadfeeder blog, we make use of what we refer to as “contextual” calls to action.

They are contextually relevant to the content the visitor is currently reading and establish a link between the subject matter being discussed and a free trial of our product.

It’s straightforward, but it can be a highly effective method of increasing sign-ups and opt-ins. Additionally, it appears much more natural than traditional banner ads or popups—both of which some of your site visitors have learned to ignore.

7. Find Better Keywords to Create Bottom-of-the-Funnel Content

When using tools such as Moz or Ahrefs, it’s easy to focus exclusively on the highest performing keywords.

After all, if this is generating new site visitors, optimizing for top-of-the-funnel traffic makes sense.

How about the elongated tail? More precisely, which keywords are generating repeat visitors and assisting in deal conversion — as opposed to early stage prospects, such as newsletter signups? This is the content at the bottom of the funnel.

This requires additional investigation, but if your website structure and user flow match your ideal customer journey, you can begin matching the keywords and channels that support each stage of the journey.

Now you can overlay this with traffic from social channels and search queries, as well as bottom-of-funnel conversions, to determine what factors contribute to that final conversion.

What does a great email design in the nonprofit sector look like? Is it about form or about function? Which is more important: style or substance?

A well-designed email can make the difference between your readers clicking through and giving or not opening it at all.

Today, we’ll discuss the elements that go into creating a successful email in 2021, such as a catchy headline, concise language, and a simple template design.

Attract the attention of your audience.

Any non-profit that wants to raise money requires a solid email strategy. It’s a fantastic opportunity to show readers how their donations are making a difference and how you’re putting their money to good use.

The first step is to draw their attention to yourself.

From the inbox, a well-designed email with excellent copy screams out at the reader. It’s difficult to ignore and demands your attention. So, how do you accomplish this? Let’s begin at the very beginning.

The subject line should be perfect.

Curiosity may have killed the cat, but it’s a great way to come up with catchy subject lines. If you can pique your reader’s interest with inquiry, you can persuade them to open your email.

A fantastic topic line is:

• Emphasizes the advantages of opening the email

• Is succinct enough to convey the point without divulging too much information

• Is tailored to the reader

Spend some time crafting different subject lines until you discover one that fits perfectly. You only have one chance to pique your reader’s interest with the subject line, so make the most of it.

Maintain a straightforward approach.

Many individuals make the mistake of developing emails that are unnecessarily complicated. While they can look amazing, email newsletters aren’t necessarily the right format.

Simple, mobile-friendly layouts with one to three columns work well since they allow you to draw the reader’s attention to the most important parts of your email.

For various reasons, UNICEF’s email is a wonderful example:

• Readers are guided through the email using an inverted pyramid design.

• It employs vivid imagery to elicit emotional responses from readers.

• It has a clear call to action and a concise message.

Copy that is both clear and engaging

When you look at the structure of a good-converting email, you’ll notice that it has a specific feel to it. What draws readers’ attention to such emails?

It’s as simple as that: short, punchy copy.

The majority of people scan over email material rather than reading it in its full. This can be exploited to your advantage. Simply create blocks of text using eye-catching language in your email.

Keep them reading until they reach to the most critical part—the call-to-action—after the first sentence has piqued their interest. This is usually a request for a gift in the non-profit sector.

It’s worth devoting a few words to the impact of COVID-19 on nonprofits and email marketing. COVID-19 has put a lot of pressure on charity. Vulnerable people are in much worse shape, which is something you can openly discuss with your audience.

During the epidemic, open rates, click-through rates, and email signups have all increased, so consider how to make the most of your email list through design and content curation.

Content that is well-organized

Finally, the order in which you present the items in your email is critical.

Use the inverted pyramid technique to draw the attention of your readers to the areas of your email that contain the most crucial information.

That means starting with an attention-getting headline, followed by a few phrases of supporting information, and concluding with a clear call to action at the bottom of the pyramid (i.e. click here).

Finally

You now know how to create an email that sticks out and encourages people to donate. You’ve learned how to keep readers’ eyes on the screen, how to use simple templates to focus reader attention, and how to write clear copy.

But, before you launch your charitable email campaign, read our ultimate guide to email campaign design.

Email marketing is always changing, but the events of 2020 have caused greater disruption than typical in the marketing world. It is incumbent to marketers to respond in a timely manner.

Let’s look at the email marketing objectives you should set for 2021.

In 2021, there are five email marketing goals to achieve in order to gain subscribers’ confidence.

With the turbulence of 2020, it’s time to return to firm ground with our audiences. We advocate taking a holistic look at your audience and marketing activities to end 2021 with a strong, engaged list of brand evangelists, rather than focusing on a single vanity measure to improve.

1. Be aware of your position.

If you don’t know your own figures, how can you know what you should work on? Rather than relying on outside experts to advise you which KPIs to prioritize this year, examine your data from the previous year and compare it to industry averages. This will offer you a clear picture of where you are now and where you should focus your growth efforts in 2021.

In 2020, we evaluated hundreds of emails from all over the world and from various businesses. The following are the overall averages:

The average open rate is 18.0%.

2.6 percent is the average click-through rate.

The average click-to-open rate is 14.1%.

Unsubscribe rate: 0.1 percent on average

Is there any metric that you have that is much lower than the average? If that’s the case, you should begin planning for the rest of the year there.

2. Reduce the time it takes to send a message

If you’re sending emails at a time when the bulk of your subscribers aren’t online, improving your subject lines can only get you so far. If you send your newsletter on the wrong day of the week, it may be buried among the dozens of other emails that individuals got between the time they received it and the time they checked their inbox.

As a result, optimizing your transmit time is one of the basic goals for 2021. You should, as always, test several send days to see which one works best for your audience.

However, we discovered that the greatest day to send email newsletters is Friday, while the worst day is Saturday.

3. Avoid using gimmicks.

We will see an increase in ethical marketing strategies in 2020. This indicates that customers are fed up with being duped by less-than-transparent marketing.

It’s time to ditch any strategy that captures email addresses without explicit agreement in your email marketing and embrace full openness instead.

We don’t automatically check an email list opt-in button at Campaign Monitor, and we expect customers to uncheck it if they don’t wish to join our list. Instead, we leave the option unchecked and ask clients to check it if they wish to be added to our mailing list.

We also use a two-step opt-in process. Before being added to our list, subscribers must click a “Confirm” button in an email.

Finally, we have an easily accessible preference center where subscribers may choose which types of emails they want to receive (or none at all).

This eliminates any ambiguity and ensures that everyone who opts in does so voluntarily and enthusiastically.

4. Keep your to-do list tidy

Cleaning your list entails getting rid of inactive subscribers.

This fundamental approach benefits your email marketing strategy as a whole since it ensures that your analytics are accurate and not skewed by subscribers who never open your emails. As a consequence, you’ll be able to make more educated decisions about how well your campaigns are progressing and what needs to be tweaked for better outcomes.

To keep your list clean, perform a re-engagement campaign to discover which dormant subscribers would wish to stay on it. Those that do not re-engage might be removed in bulk from your mailing list.

5. Keep your commitments to diversity, equity, and inclusion.

As a response to acts of systematic racial injustice, many organizations renewed or started diversity, equity, and inclusion commitments in 2020. This year is an excellent time to double-check that your marketing, particularly email marketing, is adhering to those commitments.

Last year, it was revealed that up to 54% of individuals do not believe they are culturally represented in online marketing.

So make sure you double-check your emails. Are all individuals (including POC, LGBTQIA, Baby Boomers, Gen X, Gen Y, Gen Z, and persons with impairments) represented in your visuals? Are you avoiding stereotypes and presumptive language?

Finally

Marketers in 2020 were simply trying to keep up with everything that was happening in the world. It may have been difficult to keep track of measurements and stick to 2020 goals that were set before the outbreak.

It’s a good time to slow down in 2021 and focus on email marketing goals that will help your business stay relevant no matter what happens in the world.