buy generic Seroquel online Little Known Techniques in the NEW Email Marketing are: De-Personalization

No personalization is the new personalizationWe’re not only desensitized to {firstname} in the subject line of Email Marketing we receive from marketers. We’re actually repelled by it. Personalization was originally ‘invented’ as a way to flag someone’s attention, based on the old truism that “there’s no sound sweeter to someone than his own name.”

But, then the marketers got their hands on it (doh!) and now it’s a signal that you’re being marketed to. People who really know me, and whom it’s my priority to read and respond to, would never put my {firstname} in the Subject line.

It’s now a marketing flag, and just as they do to all other marketing flags, audiences quickly develop banner-blindness to protect themselves to protect themselves from the noise.

Instead of clunky and unnatural {firstname} personalization, Technique #1 in the NEW EMAIL MARKETING is about NO personalization. His subject line is short and casual and doesn’t sell anything or over-describe common when we’re eager to explain ALL the exciting benefits of our product or service to a defenseless subscriber.

Noah doesn’t use a greeting, and jumps straight into the message, even starting his copy mid-sentence in the preview text (extremely important as it functions as a 2nd subject line).

The subject line and its preview text both feel imperfect and casual as if from a friend, not over-proofed or premeditated like it’s been through the hands of the entire marketing department.

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65% of emails get opened on mobile first. This is great news but has a couple of takeaways:

1. You MUST mobile-optimize all email campaigns.

Watch out for high opens but low clicks.

It could mean your content is not good, but if you are reasonably confident that your content and lead-up are decent, then it could be due to:

  • lack of mobile optimization or
  • simply because most people don’t like to click on things on their devices because it takes them out of the app they’re on.

Mobile can be a huge secret weapon for getting past priority inbox, but only if you create campaigns with a MOBILE-FIRST attitude.

2. Mobile-based followups

Another approach is to do the mobile-based followup to signup because remember there’s no promotions inbox on most mail apps.

If they’ve just signed up, and you are also getting their phone number, you can send them an SMS as an immediate reminder to go check their confirmation from you, right there on the device that they’re already on.

This would be especially worthwhile for your key transactional emails like your Welcome email or other confirmations.

3. Use your Thank You page to remind people to look for your Welcome

Don’t forget to use your email signup Thank You page to REMIND recent subscribers/signups. That you’ve just sent them a confirmation and that they should look for it now.

Pre-targeting and Retargeting

Email pre-targeting is another great way to warm up your list. For a major, conversion-oriented email campaign with before you send the campaign.

Yes, I did mean pre-targeting, not just re-targeting.

Here’s how pre-targeting works:

  1. Identify your recipient list and export them for specific targeting in paid campaigns. Through FB Custom Audiences, Twitter Tailored Audiences, and/or Gmail Adwords
  1. Focus ads on brand awareness; do not ever make your campaigns about the “hard sell”
  1. Send your email campaign.  

Be sure to use basic common sense about who’s on that recipient list.

You don’t have to go micro with your segmentation. Even creating a few broad categories of recipients will make your ads perform better. And will make the subsequent email campaigns do better too.

As a bonus, you can run further retargeting after your email campaign goes out.

Here are additional ideas for post-campaign retargeting:

  1. To subscribers who never opened  
  1. Subscribers who opened but didn’t click your CTA
  1. To subscribers who opened MULTIPLE times but didn’t click your CTA
  1. Subscribers who opened clicked the CTA but didn’t convert.
3 Little Known Techniques in the NEW Email Marketing
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