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And if you're on the hunt for some top-notch email marketing strategy and conversion copywriting tips - you've come to the right place!
I get it, the tech side of email marketing can feel intimidating.
You’ve heard you should set up opt-in forms, use subscriber tags or segments, send newsletters, and create automations to boost email traffic and conversions back to your site or to your products — but you don’t have the skillset (or time!) for that — so instead you just keep working with what you have and crossing your fingers that your email set up is operating as it should be…
No worries, though! I love the tech side of email marketing — including all those things up ^^^ there.
While you may either be ignoring your email marketing — or on the flip side, eager to grow your email list and experiment with new funnels, pitches or products — I want to ask you to take a brief “stop” to take a look at some of the fundamentals of email marketing: your subscribers tags and how your list is segmented.
Instead of trying something completely new, I suggest you make a few simple changes to your existing sequences that could positively impact your conversion rates in significant ways (I’m talking about a boost in sales or traffic!).
Because, let’s be honest… crossing your fingers isn’t a super-helpful strategy to actually improve email conversions. Lucky for us, we can boost these rates simply by focusing on tags and segmentation.
I’m going to assume you don’t spend all day on email marketing platforms like I do, so first…
A little terminology refresher:
Tags allow you to monitor and track the activity of each of your subscribers, so you can personalize their email experience based on their unique engagement.
Segments are developed using tags to identify and group like subscribers into smaller subsets of your whole email list.
Personalization is more than adding someone’s name to an email — it’s about ensuring that subscribers receive relevant content (including your offers!) based on their subscriber journey, their interests, their skill level or other distinguishing factors. Personalized content performs better than generalized emails, because it allows you to really speak to a subscriber’s needs and desired outcomes.
By using segmenting and tags to personalize the email experience for each of your subscribers:
You keep readers happy by sending them content that’s relevant to their needs. Happy readers stick around longer, which means fewer readers unsubscribing..
Subscribers are more likely to engage with your content or click through to your site. In fact, according to a report from Lyris, 39% of marketers who segmented their email lists had higher open rates.
Segmented, personalized offers, could lead to an increase in sales. The same Lyris report saw email marketers who segmented their lists increase sales by 24%.
I set up segmentation for my clients all the time, because especially as you introduce yourself to new subscribers through welcome and nurture sequences, it’s important to maximize your best content, pitch offers to relevant segments of your list, and provide a way for subscribers to learn about your free content and paid offers.
When you personalize your subscriber’s journey using tags, you’re more likely to see higher click-through and conversion rates because subscribers engage with content and offers that align with what they’re interested in.
How Allea? How do I do it?!
Even if you implement just one of the three strategies I’m sharing with you today, you’ll…
Improve how your list is organized
Create more intentionality behind how it operates, and
Define who on your list should get what
One of the easiest ways to track your subscriber behavior is to add tags when they opt-in for one of your resources, a freebie, an educational email course, webinar — whatever it may be!
To do this: Apply an “Opt-In: NAME OF YOUR RESOURCE” tag to subscribers who join your list though your opt-in forms. Set up a “rule” or “automation” to add this tag to new subscribers whether they opt-in through landing pages, in-line blog forms, your site footer or as part of your sidebar.
Over time, you’ll use this information to learn what resources are the most popular among your new subscribers, so you can tailor content, products or services to better serve your readers.
While there used to be a time when you would send an “email blast” to your subscribers, we don’t do that anymore. Email has become more sophisticated, so you can use simple features like tags to ask subscribers what they want to receive.
One popular way to use tags to set subscriber preferences is the use of “frequency” tags. Give your subscribers the option to hear from you:
All the time
To do this: Create a “link trigger” and ask your subscribers to click their preference. This should add a related “frequency” tag to their profile, you can determine and limit sending based on how often your subscribers want to hear from you.
People love having control over what lands in their inbox — and by giving them an option to adjust their preferences, versus unsubscribing entirely, promotes goodwill and autonomy, so subscribers will choose to stay on your list longer.
We want to allow subscribers to stay happy on your list, even if they don’t want what you’re selling right now — say, if you’re running a holiday promotion or a launch for a new product.
To do this: Provide a “mute me from this promotion” option in your promotional emails. Set it up as a link trigger, so that when your subscriber clicks, it adds a temporary “Mute: NAME OF PROMOTION” tag that you can exclude from your campaign emails.
Rest assured that you’re keeping some subscribers very happy by staying out of their inbox for the time being. However, you can return to normal (and delete that temporary tag) after the promotion is over!
When it comes to email marketing, you can boost your engagement and revenue simply by changing just a few small, yet significant things about how your email list operates by using tags.
If those three strategies have left you scratching your head — or have encouraged you to see what’s possible — I have a resource for you!
To learn more about how you can use tags to implement conversion-focused strategies that boost your sales and revenue, list engagement and brand loyalty both now and for years to come…
Click here to get my guide with even MORE tagging strategies and behind the scenes video tutorials to help you make it happen.
Inside this resource, you’ll find 6 tech tutorial videos inside that show how these strategies (and more!) actually work in action. So if you’re ready to see what’s possible for YOUR email list, get the guide and behind-the-scenes tutorials here!
If you’re not welcoming new subscribers and pointing them in the direction of your best, most beloved content — or you feel like the one you have isn’t doing the trick — it’s time we fix that. Use this free 5-part framework to make a meaningful & lasting first impression as you write your first welcome sequence for new email subscribers!
FYI : I sometimes talk about and link to tools, sites, books, and resources that I LOVE. Sometimes those companies give me a little gift for sharing if you choose to purchase something through my affiliate link. I promise to be straightforward with you and to only share things I personally use and would vouch for 100%.
Join us for the next email marketing roundtable, a free live event where we'll clear up any confusion you have around email marketing — so you can get your message in front of your audience, engage subscribers, and optimize conversions for sales and site traffic.
We’re Duett, an email marketing agency specializing in email strategy, email copywriting, and email automation setup with a special place in our heart for bloggers (especially those who make delicious food). If you’re a content creator craving to authentically connect with your audience so you can build lasting relationships, increase site traffic, and put your best offers forward — Let’s Duett!