ResponseCon Registration Opens Tomorrow

It’s nearly here! Registration for ResponseCon opens tomorrow (August 16, 2017)! Four two-day events in four cities across America make for great inspiration, learning, and networking.

  • October 17-18, join us in Boston.
  • October 19-20, come see us in Denver.
  • October 23-24, visit us in San Diego.
  • October 25-26, meet up with us in Austin.

All four events will feature the opportunities to learn from GetResponse experts and to become certified partners – giving you a way to earn more money with us and grow your business.

You’ll also have the chance to hear such marketing influencers such as Jamie Turner, Michael Brenner, and Andrew Davis.

Plus, get inspired by hearing how you can apply some of the successes from our customers to your own business. The people behind some of our case studies will be present as well, and you’ll be able to talk with them.

Early bird tickets will be available. Each ticket includes access to the full conference: keynote presentations, roundtable discussions, educational sessions, case studies, and panel discussions. Plus, networking opportunities with some of the top industry professionals and your peers. Also included in the ticket price are lunch, snacks, and soft drinks – sustenance is important to help your brain stay focused!

Call your boss, get budgetary approval – do what you have to do. Tickets are limited, and you don’t want to miss out on being one of the first attendees of ResponseCon.

Join us on our EPIC four-city road trip. Registration opens tomorrow.

 

ResponseCon 2017 -- learn about 4 epic events in October

The post ResponseCon Registration Opens Tomorrow appeared first on GetResponse Blog – Online Marketing Tips.

Future-Proof Your Marketing with Call to Action Magazine

The Call to Action Magazine
A good marketer is like a doomsday prepper (bear with me here…)

Instead of preparing for a global cataclysm, learning about water storage and building bunkers, they’re constantly on the lookout for ways they can proof their marketing for, or get ahead of, inevitable and dramatic changes to the marketing landscape.

Frequent and mysterious algorithm changes. New ad platform features. Emerging trends, dying fads. Amidst all this, only marketers who understand these new conditions — then adapt and innovate within them — will see exponential returns.

At Unbounce, we’ve been really lucky to have a network of expert marketers around to ask about the always-changing marketing landscape. We can turn to forward-thinking strategists like Mirum’s Mitch Joel, Moz’s Rand Fishkin, Love Your Customer’s Claire Suellentrop, and even our in-house-experts, like Alexa Hubley, Carl Schmidt and CRO Michael Aagaard. We ask them things like:

  • What does the ever-increasing prominence of Artificial Intelligence and Machine Learning mean for marketers and their jobs?
  • Are “tried-and-true” frameworks like the buyer persona still relevant, or are there new ways of digging deeper to speak more closely to my target market?
  • Have traditional SEO tactics become completely outdated? Why are the most successful SEOs now becoming well versed in conversion rate optimization?
  • How can you use data to inform your marketing without letting personal biases get in the way?
  • Should marketing stop after the conversion? (Or is customer marketing where it’s at?)

These are questions we’ve seen tossed around recently in our newsfeeds and at conferences.

So we set out to help answer them.

In Call to Action Magazine, we aim to address these questions and dig into some of the recommendations the experts in our network have shared — those that will help you create exceptional marketing no matter what new algorithm comes along.

So, what do you say? Do you want to get lost in the rubble… or do you want to learn how you can future-proof your marketing?

Ready to Future-Proof Your Marketing?

Call to Action Magazine is filled with recommendations from marketing experts to help your marketing thrive — no matter what algorithm gets changed tomorrow.

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Beyond Demographics: How to Collect Valuable Subscriber Data

Subscriber data is the backbone of successful email marketing. It’s really simple – the better you know your target audience, the better you communicate with them. We often say that email marketing allows you to collect a lot of data about your subscribers. But what does “a lot” really mean? What kind of data should you take under consideration? In this article I’ll show you 3 email marketing data categories you can track apart from demographics.

It’s a fact, the amount of marketing data is already overwhelming and still growing. If you want to use it effectively, you need to carefully pick the information that has an impact on your business. That’s why we’ll start with bare minimum.

Usually, web forms with a single form field drive the most conversions. Take a look at the following example from Best:

 

example of simple opt-in form

Image 1: A pop-up form promoting a sweepstake. Clean design with a single form field and a clear call to action.

 

All you need to do in order to enter the competition is provide your email address. But an email address alone doesn’t tell much about subscribers, does it? You need more information in order to personalize further communication. Let’s take a look at a few data categories that will help you with your email marketing efforts.

 

Demographics

If you want to start building subscriber profiles from the very beginning (with the signup form), demographic data comes in handy. You can ask people about gender, day of birth, or city of residence at signup without causing much friction.

(if you’re interested in targeting your subscribers with relevant messages, here’s my article on how to start segmenting you list).

Here’s an example from Converse:

 

converse example of collecting subscriber data

Image 2: A pop-up signup form requiring email address and a date of birth (gender optional).

 

Some companies (e.g. Crayola) successfully use longer signup forms:

 

example of Crayola sign up form.

Image 3: Longer signup forms increase quality of your email list but might cause friction (some people won’t be willing to complete it).

 

But what else is there apart from demographics? Is there any particular data worth collecting?

Well, that’s subjective and it depends on the nature of your business. You need to analyze your business goals and determine a dataset that will help you run great email marketing campaigns yourself.

However, I suggest you to take look at the following data categories (I added a few examples in order to help you plan your own assets):

 

Interests

Interests or preferences are crucial for creating engaging content and building long-lasting relationships with subscribers.

People want to receive information they consider interesting, so when you inform them that you send emails based on subscriber preferences, they are likely to provide you with the necessary information.

Longer forms don’t need to be cumbersome. In order to make it easier for the subscriber, you can use checkboxes. Here’s an example from Stanley:

 

opt-in form example from Stanley that features interests

Image 4: A signup form designed to determine subscriber preferences: level of expertise and interests.

And one example from Pew Research Center:

 

Pew Research opt-in form example based on interests

Image 5: A signup form with checkboxes allowing people to subscribe to multiple email programs. Extensive, yet easy to complete.

 

As you can see, checkboxes offer multiple options without making it difficult to subscribe.

 

Behavioral

Behavioral data informs you about subscribers’ engagement, current interest, and funnel position. By tracking opens, clicks, and website activity, you can react fast to the current needs of subscribers.

The following email fragment presents different product categories. Based on the clicked links, we can assume product preferences.

 

bath and body works example of email based on behavioral content

Image 6: A fragment of an email from Bath&Body Works showing product categories.

 

Based on the links clicked in an email and visited URLs, you can run highly targeted campaigns presenting recently viewed products. Here’s a fragment of an email from UncommonGoods reminding me of the products I saw in the email and on the website:

 

uncommon goods email example

Image 7: A fragment of an email reminding of the recently viewed products.

 

Events like an abandoned cart are time-sensitive. You’d better act fast, if you want to win back customers who left your website without a purchase. Here’s a fragment of an email American Giant sends you when you leave an empty bag:

 

abandoned cart email example from American Giant

Image 8: An email reminder about an unfinished purchase.

 

Transactional

Transactional data allows you to track conversions and tie your email marketing activity to sales. You can use e-commerce data to segment your email marketing list and target your subscribers based on their purchase history.

You can use transactional data to run email marketing campaigns significantly improving customer experience. A simple email informing customers that their order is already on the way helps them estimate the delivery time.

Here’s a transactional email from Blue Bottle Coffee with a delivery tracking option:

 

Blue bottle coffee email example

Image 9: A fragment of a shipping confirmation email with a link allowing customers to check shipment delivery status.

 

You can also use transactional data to up-sell. Perhaps a few customers would like to a add something to their order before shipment.

An example from Dollar Shave Club:

 

dollar shave club example of upsell email

Image 10: A fragment of an email allowing to add products before the order is shipped.

There are, of course, many more ways to use transactional data. Based on the purchase history you can engage your customers and ask for an opinion about your products, create cross-selling and up-selling campaigns, and segment your customers based on the average order value, etc. Don’t be afraid to experiment and run A/B tests to see what’s working best with your audience.

 

Up to you

What subscriber data do you collect? What information allows you to run your email marketing campaigns? Share your thoughts in the comments below and help us create a community of data-driven email marketers.

 

how to collect subscriber data

The post Beyond Demographics: How to Collect Valuable Subscriber Data appeared first on GetResponse Blog – Online Marketing Tips.

4 Tips to Help Writers and Content Marketers Boost Their Productivity

When a marketing campaign works, celebrating new leads and increasing sales numbers is the natural tendency. Sometimes, vital components of a marketing campaign – like design, email, content, and SEO – get completely overlooked. Each of these core elements requires the skill of an expert marketer. Unfortunately, many of these skills get underrated or misunderstood.

Writing is perhaps the most misunderstood skill of the bunch. We all write in some capacity, which causes people who don’t write well to assume it comes naturally to those who do. But answering an email or sending a text isn’t the same thing as writing creative and informative content.

So let’s make one thing clear: writing is not easy.

In our fast-paced digital world, the difficulty of creating great content gets magnified. With everybody clamoring for more content and faster production rates, the pressure to write can get overwhelming.

Whether you’re a freelance content marketer writing from home, or part of a team in an office, here are four things you can do to boost your productivity:

 

Structure your day.

The idea of structure flies in the face of many creative ideologies, and there are successful writers out there who would say structure ruins their process.

But, there are plenty of reasons writers should structure their day, especially if they feel like they’re stuck in a productivity rut.

For freelance writers or those who work from home, distraction – or any reason not to write – is everywhere. Whether it’s a household task or an errand to run, it’s common to push writing to the side when the words aren’t flowing. When you structure your day with a schedule, it’s easier to run your errands when it’s time to run errands and write when it’s time to write.

A structured day is all about helping you do your tasks by reducing the number of decisions you have to make. Do what the schedule says, and you’ll get more done. I know, “easier said than done,” but if you’re a writer that gets easily distracted, maybe testing a more structured process to your day will help. What have you got to lose?

 

Don’t wait for perfection.

In terms of writing to perfection, I have one piece of advice: don’t do it. A writer either crafts every sentence to perfection, working on each sentence until it’s just right, or they let the words flow and rely on editing.

Consider these time frames. Let’s assume there are roughly 60 sentences in a 1000 word blog post. We’ll allow two hours for research and ideation of a post. If a writer can write free-form, we’ll give them one minute per sentence – so 60 minutes to write the post. Add another hour for editing. If a writer doesn’t write to perfection, in total, it’s about four hours of steady work.

But, if writing each sentence to perfection takes an average of three times longer – now, that’s three minutes per sentence. If we allow the same time allocation for research and ideation but cut editing time in half, that’s five and a half hours to create the same 1000 word blog post. An hour and a half longer for the “perfectionist” writer, and that’s assuming you can ever get past the first sentence!

It’s easier said than done, but for productivity’s sake, don’t wait for perfection. Besides, who’s to say your idea of perfection will match that of the readers?!

 

Start.

WSI’s COO Valerie Brown-Dufour recently wrote, “One of the biggest obstacles to doing anything, whether it’s launching a business or packing a suitcase, is getting started.”

Writers everywhere, including myself, shudder when they read that sentence – only because of how true it rings.

Every writer knows the first sentence of a blog post is the hook that pulls in the reader. For writers stuck on perfection, the first sentence is a nightmare because it’s difficult to get right the first time.

My advice, which holds true to what I said about perfection, is just to start writing. The best way to start writing is to skip the first sentence – maybe even the first paragraph – and get the cold hard facts and ideas down on the page. Once you have the body of the post done, it’s surprising how much easier it is to write the introduction – and that all important first sentence.

 

Take fun breaks.

It’s important for writers to remember they need breaks too. For writers who work from home and are itching to do those chores or errands, leave those tasks for after hours. Take fun breaks instead.

Look, sometimes writing isn’t fun, even if you’re good at it. What’s the point in taking a break to do something else that takes a lot of effort, like a chore or an errand? That won’t feel like much of a break.

Writers: take a mindless break that allows you to relax. Walk or play with your pets if you work from home. Fire up a game on your phone or computer if you’re at the office or a coffee shop. If you have the freedom, call a friend for a quick chat. Or, engage in some “watercooler” discussions with your colleagues, like what happened on the last episode of Game of Thrones.

Breaks should give you an opportunity to recharge your batteries, not sap even more of your mental energy.

 

Conclusion

Writing is a tough gig, even more so in today’s content-hungry digital world. For writers, the key to increased productivity is putting aside expectations, deadlines, and perfection. These things only add to the difficulties of writing.

The most important thing for a writer to do is to structure their time behind the keyboard. Never sit down and stare at your screen again. Have a plan and stick to it.

For writers out there: have you tried any of these methods for boosting your productivity? What are some of your unique tactics for coaxing your words onto the page? We’re all about helping marketers up their productivity, and we’d love to hear your tips and tricks!

tips to help writers boost their productivity

The post 4 Tips to Help Writers and Content Marketers Boost Their Productivity appeared first on GetResponse Blog – Online Marketing Tips.