Killer Resources for Freelancers … and an Option for Those Who Don’t Want to Go It Alone

This week, Stefanie Flaxman and I yielded the floor to a pair of smart gentlemen who we don’t hear from quite as often as we used to. And we featured a writer you haven’t seen on Copyblogger before. Her debut post for us is a must-read for writers who like being able to pay their
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The post Killer Resources for Freelancers … and an Option for Those Who Don’t Want to Go It Alone appeared first on Copyblogger.


Copyblogger

Email marketing tips for Black Friday, Cyber Monday and Giving Tuesday

In between Thanksgiving and Christmas are three of the busiest shopping days of the year: Black Friday, Cyber Monday and Giving Tuesday.

According to the National Retail Federation more than 154 million people shopped over the Thanksgiving weekend last year, spending an average of $ 289.19. The survey also reveals that 44 percent of those big spenders went online, and 40 percent shopped in a store. Giving Tuesday, a global day of giving, raised more than $ 177 million, with an average gift size of $ 107.69.

If you want to boost your bottom line on the busiest shopping days of the year, it’s time to gussy up your email marketing campaigns. This is especially true if you want to stand out among retail giants such as Target and Walmart.

Here are a few email examples and helpful tips for how your small business can get in on the big bucks on Black Friday, Cyber Monday and Giving Tuesday.

Black Friday

If you feel you can’t compete with the big guys on Black Friday, why not start your sale early? Gift buyers are already shopping. In a CreditCard.com study, 34 million people said they start their holiday shopping before Thanksgiving. Take a tip from Blue Apron: The brand ran a Black Friday sale before Thanksgiving to catch early bird shoppers with the email subject line, “Can you keep a secret? Our Black Friday sale starts … soon.”

Blue Apron Black Friday Teaser Email

Cyber Monday

Shoppers spent $ 3.45 billion on Cyber Monday in 2016, the biggest shopping day in the history of online shopping. If you want to get your email subscribers to make a purchase, an email that suggests urgency is a powerful persuader. 

Tick tock. Tick tock. Clarks Shoes knows that a countdown clock is a mighty motivator. With the email subject line, “Final Hours – Cyber Monday Ends At Midnight!” there’s no doubt that Clarks Shoes customers were eager to take a step in their direction.

Countdown clock for Cyber monday

Giving Tuesday

Sometimes the best advice is to keep it simple. Brooks Brothers made it easy for customers to support a charitable cause on Giving Tuesday. You buy something, we donate. It’s as simple as that.

Golden Fleece foundation Giving Tuesday

Bonus tips

Online deal site Tanga decided that if you’ve got a good thing going, why stop? There’s no rule that your promotions must end after Black Friday, Cyber Monday and Giving Tuesday pass. It’s over when you say it’s over. You can extend your holiday sales for as long as you like — after all, it’s your business, right?

Extending Black Friday and Cyber monday deals

In order to maximize the shopping frenzy, plan to send emails to remind your customers that your business is a boundless resource for holiday shopping. You don’t have to open your doors at 5 a.m. to cash in on willing shoppers — just add your own spin and get the word out.

In addition, don’t forget about Small Business Saturday, which is sandwiched between Black Friday and Cyber Monday! Here’s our guide on how to take part in this relatively recent but highly successful holiday tradition.

Shine bright for the holidays

5 days of seasonal discounts, festive tips and holiday helpers

Visit Everything Holiday

 

© 2017, Sonia Mansfield. All rights reserved.

The post Email marketing tips for Black Friday, Cyber Monday and Giving Tuesday appeared first on Vertical Response Blog.


Vertical Response Blog

Social Media Marketing News

Inconsistent Diligence Is Still Diligence

If you’ve been around the online biz block for a while, chances are you’ve heard about how important it is to be consistent in your business.

And whenever you hear about being consistent, you probably start to feel pretty crappy about yourself. How do I know? Because it happens to me every damn time.

3 1/2 years ago, I got the harebrained idea to start a food blog when everyone else and their monkey’s uncle was doing it. You should know that I had a reputation for starting things and not finishing them. Oh, and I was working a full-time job and I had a husband and a baby daughter at home.

So it came as a surprise even to me when after blogging for a few months, I liked it, and kept doing it, and other people that weren’t related to me started to notice and like it, too. But something kept eating at me (you know I had to make a food pun).

In my effort to become the best dang food blogger I could be, I was listening to podcasts and reading in Facebook groups and online forums and encountering this same discussion over and over:

“You need to be consistent with your posting schedule!”

“Post 3 times a week or Google won’t rank you in search results!”

“Ok, MAYBE twice a week, but always on the same days. And don’t miss a day!”

“It doesn’t matter that you have a full-time job and a husband and a baby! Suck it up and do it! What kind of food blogger are you? So-and-So Big Time Blogger Person got up early before work and posted before she made it big, you can too!”

Ok, I may have added my own internal monologue for color. But over the past 3+ years I have fretted about this so much, I could have written a hundred posts in all the time I spent beating myself up. So much guilt, and so much shame, around not being consistent. In fact, I worried about not being consistent so much that sometimes I let it prevent me from doing anything at all.

But a funny thing happened. Even though the voices in my head were constantly pestering me, I posted as often as I could, which in many cases wasn’t often at all. Some months it would be one time, or none, like those first three months when I was pregnant with my son and wanted to be as far away from the kitchen as possible.

Yet, the blog was growing. People were making the recipes and enjoying them, and telling me about it, and sometimes even saying that they liked my writing and that I was funny. Oh, the things that motivate us.

Now, 3 1/2 years later, the blog earns a full-time income, even though I’m only working part-time hours. I quit my job, by the way, but did you know that working from home with kids around is not easier than working in an office alone? No one told me that. Anyway….things are going great! And yet…that shame. The “you’re not consistent” shame. It’s still showing up.

“How much further along would you be had you stuck to a posting schedule?”

“Maybe you could have had your house paid off by now!”

“Did being inconsistent cost your children a college education?”

Clearly I need some affirmations in my life. Isn’t it ridiculous how we can ruin the feeling of success by dwelling on what we should have done differently? I don’t know about you, but I’m ready to stop should-ing all over myself.

Recently, I had a realization that has stuck with me, like an earworm, so I’m sharing it with you in the hopes of making room for other realizations.

Here it is.

Inconsistent diligence is still diligence.

Now listen, I’m not suggesting that consistency isn’t worth pursuing. Far from it. But what I am suggesting is that we reframe the conversation around the power behind consistency, and that’s diligence.

I bet a lot of people think that diligence and consistency are the same thing, but they’re not. Let’s look at a few examples to illustrate the differences.

Consistency is going horseback riding every day for 30 days.

Diligence is getting thrown off the horse 30 times in a row but still getting back on after your 3-week hospital stay.

Consistency is writing a blog post 30 days in a row, even if only 2 of the posts are worth reading.

Diligence is sitting on the couch with a heating pad around your sore neck writing a guest post for a blog you love, having no idea if it will get published. (P.S. That’s what I’m doing right now.)

Consistency is making your bed 30 days in a row because you saw a post on Facebook about how it can change your life.

Diligence is spending 30 minutes wrestling the comforter back into the duvet cover because you’re not going to let a feather-filled piece of fabric beat you.

Diligence seems a little more badass, doesn’t it? I mean, you were stuck in the hospital for 3 weeks, and you GOT BACK ON THE HORSE.

Inconsistent diligence is still diligence.

Maybe you don’t make your bed every day, but when you do make it, it’s a hard-won fight and you can feel good about wielding control over a soft, fluffy blanket. Maybe you don’t post three times a week, but when you do post, it’s worth reading and worth sharing and just might be the catalyst for exponential growth in your business.

What if you fell off the horse on day 15, had your 3-week stay in the hospital, and decided never to get on the horse again because your streak was broken? That’s putting consistency on a pedestal.

Consistency is not the holy grail. It’s an ideal.

And when it comes to seeing results in your business, consistency doesn’t mean squat without diligence.

Being consistent is a good thing, and I aspire to it, but I have come to terms with the fact that life is messy, and unpredictable, and full of bucking horses.

Being diligent is refusing to fizzle out even if you’re inconsistent. That’s the grit of being an entrepreneur.

Consistency for its own sake is prone to produce mediocre work, because we can fall into the trap of only caring about getting the gold star on the chart. But I know that you want to do meaningful work that solves a problem for someone else, and earn a living doing it. You wouldn’t be reading this if that wasn’t the case.

There will be seasons in your indie entrepreneur journey where consistency and diligence converge, and those are powerful times of growth and change. But one thing I can promise you is that the reverie will be broken at some point, because life is a rude interrupter of our plans.

When you get knocked down, and you will, it won’t matter that you didn’t get the perfect attendance award. What will matter is that you got back up and kept going. That’s the heartbeat. That’s your why. That’s diligence.

Beth Hornback is a writer, food photographer, recipe developer, grocery shopper, and dishwasher at Eat Within Your Means. She'll talk your ear off about spaghetti squash if you let her, but it's just because she wants you to eat your vegetables and like them, too.


“Inconsistent diligence is still diligence.”
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Fizzle

What is Banner Blindness?

what is banner blindness

A term used in online advertising to describe the ineffectiveness of banner advertisements due to their oversaturation and lack of intent-based messaging. Some say the term “banner blindness” is outdated. As if there was a point in internet history when banner advertisements started to disappear. Yeah, right.. If anything, banner ads and online advertisements are more prevalent than ever. We have more internet users than ever, and more forms of online advertising than ever. How many of you have skipped a YouTube video ad? How many of you use ad blocking software? How many of you have clicked “X” on…

The post What is Banner Blindness? appeared first on The Daily Egg.


The Daily Egg

Amazon’s Alexa expands to Japanese as the Echo launches in Japan


Amazon has announced that its smart Echo speakers and voice-activated Alexa digital assistant are now available in Japan by invitation.

The ecommerce giant recently revealed that Alexa and the Echo would be coming to Japan this year, after they were rolled out in India last month.

Coinciding with the limited launch, Amazon is also opening the Alexa Skills Kit and Alexa Voice Service later this month so that local developers and hardware makers can create integrations built on Alexa for the Japanese market.

Above: Echo and Alexa in Japan

Alexa was only conversant in English and German before now, though for the India launch last month the company said that it would deliver a “customized” experience featuring an “all-new English voice” that understands and converses in local pronunciations.

Apple’s Siri has spoken Japanese for a while already, as have Google and Microsoft’s respective voice assistants, so Alexa’s expansion in what could prove a lucrative market for the company has been a long time coming. Indeed, alongside the Echo and Alexa news, Amazon also revealed today that it’s launching its Spotify-style Amazon Music Unlimited streaming service — which can be controlled and activated by voice through the Echo speaker — in Japan.

Though Amazon was the first of the major tech firms to popularize voice-controlled smart speakers in the U.S., it could face an uphill battle in Japan. Local tech titan Line recently launched its own version of the Echo, called Clova Wave, and Google introduced Home to Japan a few weeks back.

The Amazon Echo will cost 11,980 yen ($ 105), while its bigger brother the Echo Plus will cost 17,980 yen ($ 158), and the smaller Echo Dot will weigh in at 5,980 yen ($ 52). For the next week, however, Amazon is offering Prime customers the Echo for 7,980 yen ($ 70) and the Echo Dot for 3,980 yen ($ 35).

Social – VentureBeat

Social Media Marketing News

Enterprise Marketing Best Practices for 2018

20% of all market leaders will lose their dominant position to a company founded after the year 2000, due to a lack of digital business advantage. There’s a long way to fall for top companies that don’t adapt to this changing climate, but it’s not too late to take action. If your company is in the precarious position between market leader and losing ground to a competitor, it’s time to push forward.

Consumers and buyers expect to guide themselves through their own purchase decisions, but also to have seamless brand experiences across every channel. In fact, 86% of buyers will actually pay more for a better customer experience, and estimates argue that customer experience will become the key brand differentiator (over price and product) by 2020.

Engagement marketing is the use of strategic, resourceful content to engage your audience and deliver on their expectations. A compelling engagement strategy requires robust content, an omni-channel approach to communication, and a lead scoring partnership with the sales department. These strategies are easier for smaller startups with shorter contact lists, but a sophisticated engagement platform can help scale engagement marketing for enterprise-level organizations.

Inbound Marketing: Scaling Content for the Enterprise

Content strategy, SEO, and social media are all elements of inbound marketing that can have a great impact on enterprise marketing as a whole.

Content Strategy

It’s hard to deny that, in 2018, one of the most critical marketing efforts for businesses to invest will be content marketing, but creating content within an enterprise organization comes with extra challenges:

  • Siloed internal departments—Sometimes, there are just too many cooks in the kitchen. In other cases, the people creating content are too far removed from subject matter experts. In general, enterprise organizations face various difficulties around collaboration.
  • Scaling personalization and targeting efforts—It can be challenging to scale account-based marketing (ABM) or content targeting/personalization. Enterprises either aren’t aware of available tools or don’t invest in them.
  • Maintaining a nimble strategy—Your audience’s needs and pain points will change, and an effective content strategy needs to keep up. Emerging industries especially develop new terms and advance new ideas, and a content library needs to have answers.

Following best practices for enterprise marketing means:

  • Breaking down silos—Using tools and creating a structure around content collaboration, take advantage of all the voices (and expertise) in the company. Collaboration tools mean it doesn’t matter what department or country a contributor is from, and it’s easy to set tasks and communicate next steps for each content piece.
  • Using personalization/targeting—Use a marketing automation platform to assist with ABM and content targeting/personalization. Letting technology do some of the work will free up time for other content needs.
  • Being flexible—Make use of a content calendar that spans several content assets, so each contributor understands how their piece fits in with others. By planning ahead, you’ll be able to adjust to content needs on the fly.

A robust engagement platform can assist with cross-department collaboration, and content delivery to the most relevant audience—both best practices for today’s enterprise marketing.

Search Engine Optimization

Most enterprise-level companies are investing in some kind of SEO, or at least know they need to. Modern SEO is intimately and irreversibly connected to content, but there are also some technical SEO tasks that remain critically important. Large, growing websites can easily become disorganized, and broken SEO factors can quickly become lost.

Best practices for enterprise-level SEO content include:

  • Thorough keyword + user intent research. Make sure you know what your audience really means when they type in a search query.
  • Understanding RankBrain’s preferences for your industry. Google’s new machine learning program is learning to identify which ranking factors are important for different industries.

Best practices for enterprise-level, technical SEO include:

  • Mobile optimization. Big sites are even more cumbersome on small devices. Make sure yours is easy to navigate on a smartphone.
  • Strategic navigation. Growing companies too often tack on new landing pages and website sections without much thought to an overall navigation strategy.

Social Media

Social media is a battleground where SMBs can easily encroach on a big brand’s market share because their efforts tend to be very grassroots and their strength is in engagement. Smaller companies are usually much more nimble about these things, so enterprise organizations need to figure out how to be human on social channels.

Social media has the power to be extremely timely and it inspires interaction, unlike any other content marketing medium. It’s also a great resource for gaining customer insights.

Best practices for social media include:

  • Creating standardized social media guidelines for every employee to follow. If you’re not sure where to start, look through other enterprise company’s social media guidelines.
  • Creating a process for responding to customers on social that loops in any relevant team members so that efforts aren’t duplicated. A tool like Sprout Social’s Smart Inbox makes it simple to collaborate across multiple team members and networks. Mention makes it possible to listen to customers that aren’t directly reaching out. As enterprise companies tend to have more social interactions than most, it becomes necessary to create a system for responding, that the entire team (or company!) has access to.
  • Be painfully human. It might feel contrary to corporate marketing norms, but people like people—not robots. Wendy’s Twitter account, for example, has been making a splash by being unique and human, saying things other brands wish they had the guts to.

An engagement platform that’s connected with your company’s social accounts will make it easier to strike a chord with your followers, paving the way to a continuous dialog.

Omni-Channel Marketing: Understanding Customers Across Touchpoints

Customers interact with brands across multiple mediums on a regular basis. This can be a weakness for an enterprise if handled incorrectly, without structure or strategy.

Even long-standing enterprise companies are having a hard time keeping up with new channels and creating a seamless brand experience across each one. Nobody has the upper hand, which is why the best enterprises work hard to create it.

Best practices for omni-channel marketing in 2018 include:

  • Using all customer touch points to gather data, and storing them in an engagement hub for future communications. Use available data to identify top customers and prospects, and engage with them through marketing and sales efforts.
  • Delivering personalized campaigns considerate of both the current channel and a buyer’s activities for maximum conversions. For example, If an individual downloads an ebook on the website, the platform can make sure they don’t get a separate email offering that same content.

Regardless of the specific application, omni-channel marketing delivers a seamless, omni-channel experience for each audience member. An engagement marketing platform, especially one with native AI capabilities, can be helpful in omni-channel marketing because it can follow each consumer or buyer across email, website, social media, and other channels and predict the best next piece of content or offer.

Lead Scoring: Partnering with Sales to Deliver the Best Leads

Most of the buyer’s journey is now in marketing’s territory because buyers are increasingly self-educating. You probably already have some kind of lead nurturing system, but take it up a notch and start lead scoring.

Small companies can do a lot of lead scoring manually, but scaling that effort requires a strategic engagement platform. An automation tool adjusts a numeric “score” for every lead based on actions taken or seasons of inactivity, sizing up each individual prospect behind the scenes while you concentrate on other tasks, and delivering leads to the sales team when they’re ready. If you focus on one thing for sales in your enterprise organization for 2018, make sure it’s adopting a system for lead scoring.

Here are some lead-scoring features to look for in an engagement platform:

  • Implicit and explicit scoring
  • Demographic and behavioral scoring
  • Lead lifecycle management
  • Advanced features like product scoring, account scoring, and score degradation

Enterprise Marketing for 2018

Audience expectations are making engagement platforms a requirement for serious marketers. Creating and delivering content, communication across various channels, and scoring a long list of leads can all become full-time jobs at the enterprise level without some automation, data, and organization.

Finding the right engagement marketing platform is no easy task, but make sure you’re looking for something that can:

  • Facilitate handle all of your content needs—from distribution to social listening.
  • Smoothly deliver an omni-channel strategy by tracking contacts across platforms.
  • Score leads according to your company’s unique goals and marketing strategies.

Start by reviewing your company’s current capabilities. How flexible is your content strategy? How human is your social engagement? Can you follow and score individuals across multiple channels? Talk to leaders in your marketing team and set some goals for bringing practices up to par by Q1 of 2018.

 

The post Enterprise Marketing Best Practices for 2018 appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Marketo Marketing Blog

Twitter replaced its character counter with a circle and everyone's really confused

TwitterFacebook

Twitter may have just upped its character limit to 280, but you wouldn’t know it just by looking at its tweet composer.

As part of the update, which doubled the amount of characters you can cram into a single tweet, the company replaced its character counter with a weird circle icon that changes colors as you type.

SEE ALSO: Twitter makes 280 characters the new normal

And while opinions of the new character count may be mixed, Twitter users seem to be united in their hatred for the circle, which seems unnecessarily confusing as you can longer see how many characters you’ve actually typed.

Instead, all you see is a circle and a small blue highlight, which expands as you type more (it does switch back to a character count once you get to 20 characters remaining, though). Read more…

More about Tech, Twitter, Apps And Software, Social Media Companies, and Tech
Mashable

The Step-by-Step Story of Becoming a Full-Time Blogger (FS240)

If you’re working through all the hope and doubt and strategies it takes to become a full-time blogger, then you’re going to enjoy the bejeezus out of this episode.

Today on the show we are joined by Beth Hornback, who has an incredible story about how she carefully worked the steps and stages necessary to quit her job and work on her blog full-time.

Beth is the creator of the blog, Eat Within Your Means, where she shares plant-based recipes and cooking tips to fatten your wallet and skinny your jeans. Whether that’s by cooking chickpeas from scratch or sharing ways to limit or eliminate oil, it’s easier than you think.

Along the way Beth also shares her personal successes and struggles on the path to finding her means. In today’s episode Beth shares her journey of the wins and struggles she faced while transitioning out of her corporate job and into becoming a full-time blogger.

So if your dream is to be a blogger full-time and you need a bit of guidance and motivation to get there, then this podcast is for you!

Note: Beth has been a part of the Fizzle Community for a long time and we’re so glad to get to feature her story here!

Subscribe (how to)   iTunes   Overcast   Pocket Casts   Stitcher   Google Play   RSS  


Key Points From This Episode:

  • The story of how Beth transitioned out of her corporate job.
  • Beth’s journey of becoming a full-time blogger.
  • Finding the motivation and a strategy to execute on your ideas.
  • Pursuing a life where you are “making work that matters”.
  • The best day ever; when Beth “woke up” to her blogging dreams.
  • Learning to recognize when to move on from a business idea that is not working.
  • Understanding that clarity comes from taking action on your dreams.
  • How an official launch date was absolutely crucial in the success of Beth’s blog.
  • Just create content; do not get hung up on a strict content schedule.
  • The spaghetti squash blog post that changed everything; the “wow” moment.
  • Focusing on posting diligently, even when you just can’t seem to get the home run.
  • Figuring out how to work from home while being a full-time mom.
  • And much more!

Quotes from this episode:

  • “It took me a long time to realize that everyone has to start with one post.” — @EatWithinMeans
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  • “I am kind of a serial starter and a serial ‘unfinisher’. I have all kinds of ideas!” — @EatWithinMeans
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  • “Working from home, it sounds so rosy and wonderful until you actually start doing it.” — @EatWithinMeans
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Links Mentioned in Today’s Episode:

  • A Toolkit for Indie Entrepreneurs — https://fizzle.co/toolkit
  • Beth Hornback — https://eatwithinyourmeans.com/
  • Beth on Twitter — https://twitter.com/eatwithinmeans
  • Food Blogger Pro — https://www.foodbloggerpro.com/
  • FreshBooks — https://www.freshbooks.com/fizzle
  • VideoBlocks — https://www.videoblocks.com/fizzle
  • ConvertKit — https://fizzle.co/convertkit
  • Craft + Commerce Conference — https://convertkit.com/conference/

“The Step-by-Step Story of Becoming a Full-Time Blogger”
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Fizzle

7 Tech Trends in Email for Marketers

Four decades after its inception, email is still considered a top channel—fiercely competing with social media and organic search when it comes to delivering ROI. In the Email Marketing Industry Census 2017, conducted by Adestra in partnership with eConsultancy, 73% of email marketers considered the performance of email campaigns either ‘excellent’ or ‘good’ while SEO came close at 72% and social media at 44%.

The evolution of email from just an inter-departmental communication tool to being one of the most successful marketing channels was not only reliant on the email’s reach but also the advancements and the improvements to email domains. As we inch closer to celebrating the fifth decade of email, we sit and reminisce about its journey so far and visualize what the future holds.

A Glimpse Into Email Advancements

Shortly after the first HTML webpage was created in 1989 by CERN, emails also took the leap towards being visually pleasing. User interaction and user experience increased with hyperlinks, colors, images, and use of different system fonts.

In 2003, BlackBerry introduced devices which support push email, mobile telephone, text messaging, internet faxing, web browsing, and other wireless information services. In 2007, the first-generation iPhone was announced. For the globe-trotting business person, this meant having emails delivered instantly to the palm of their hands. But email made for desktop (600px) looked congested in mobile (320px) and by 2009, the need for email to be responsive grabbed speed.

Email development took another giant leap with CSS coding being added to the mix to make emails interactive in 2012. So, all that ‘forbidden fruit’ interactivity that was once only achieved using JavaScript became possible with CSS3. After all, emails don’t have JavaScript & Flash support to ensure that emails remain safe and secure from theft and eavesdropping.

In this blog, I’ll cover what tech trends marketers should keep top-of-mind when planning their 2018 email strategy. 

Code it Like it’s 2017

Email clients such as Outlook, Gmail, and Lotus Notes do not support <div> tags, and so email development remained stuck in a routine of using <table>,<td>, and <tr> tags. But email clients are now listening to the masses and coming out with updates and upgrades to break away from the shackles of the table layout.

Keyframe Animation-Based Interactivity

Email subscribers are no longer content with a witty email copy or bright imagery. Hence, email marketers have been dabbling with the inclusion of elements to make the emails more interactive. One of the best ways to achieve interactivity is by using keyframe animations.

The animation is created by gradually changing from one set of CSS styles to another, and the @keyframes rule specifies what animation needs to be done at specified ‘key’frame. In addition to common interactive elements such as menus, accordion, flip effect commonly used in websites, emails have some more keyframe animations to boast.

Even though it is currently supported by limited email clients, this has not deterred email marketers from using interactive elements in their emails.

Gamification

Gamification is the process of incorporating game mechanics into non-gaming realms so that you can drive the desired behavior from your readers. By motivating the subscriber to complete a task in exchange for a reward, email marketers are creating an engaging relationship with their subscribers.

Here are some email examples from brands who used interactive elements in their emails to create a game to engage their subscribers.

Taco Bell

Taco Bell

Litmus

Litmus

Custom Font Support

When you visit a website, fonts on the page are fetched to be displayed as the sender intended. This was not possible in most email clients, but email marketers did provide fall back fonts accordingly for the corresponding custom font. The only drawback was that emails could only support those fonts that were installed in the subscribers’ devices. Now, marketers will be happy to know that there is another method to dynamically fetch custom fonts that need not be installed in the end-users’ devices to be rendered—it can be done with the help of @font-face and @import CSS properties.

Sprout Social

This is the original B2B email sent by SproutSocial inviting the subscribers to a webinar.

Sprout Social 2

This is a representational version wherein the heading is displayed in a different font.

Hyper-Personalization

There are two types of brands in this world: one type that sends personalized emails and the brand that blasts their entire mailing list. In the Engagement Economy, a world where personalization is becoming table stakes, subscribers are ready to share their information in exchange for getting improved user experience. So, email marketers are leveraging the collected data to bring in the age of hyper-personalization.

Marketers listen to and interpret the information collected from their subscribers and alter content based on their interests, past behavior, or purchase history to create a more relevant and personalized consumer experience.

Tailor Brands

(Source: Really Good Emails)

In the above email, Tailor Brands offers 50% off on any purchase in exchange for feedback.

Context and real-time information based on relevancy to recent interactions are the stepping stones of sending hyper-personalized emails mainly when it comes to B2B brands. Because ultimately, what matters is the who, the when & the what.

When you invest the time and resources to cater your subscribers (the who) with incentives based on their preferences and user behavior (the what) in a timely fashion (the when), you stand to get customer satisfaction and brand loyalty. With increasing support for dynamic content by email service provers and email clients, the scope of personalization using real-time data has great potential.

In a nutshell, what your customers expect when they receive a personalized email is:

  • Moving beyond a tailored First Name
  • Contextual information
  • Tailor-made content
  • Relevant information
  • Acknowledgement of their association with the brand

Live Video

Introduced first in 2009, video in email made a stunning debut boosting the open rate to 19%. Even though currently supported in Apple and iOS mail, Android Native and Outlook for Mac, embedded video in email is a popular and much-awaited element. Taking a step ahead, we can embed a video that can playback when you open the email. For the non-supporting email clients, we can provide a GIF as the background.

Internet of Things

With the rise of wearables, opens up the scope of typing short text emails and being connected to your home automation via email. With home automation, made popular by tools like Apple Homekit and Google Home, brands are widely engaged in building devices and home appliances that are interconnected and also communicate with each other.

You may argue that your home automation could be accessed via a proprietary app, but this is only possible when all your devices are the same brand. In an ecosystem where your devices have a unique email address each, you can control them individually by just switching them off or on.

Wrapping Up

While social media has greater visibility, email has greater reach into an audience that cares about you. Rounding up the predictions we have presented, it is safe to say that the future for email is brighter than ever. With updated CSS support by email clients, improved customer touchpoints for personalization prospects, and a pinch of creativity is all emails need to soon become ‘Mailable Microsites’.

What are your views about the future of email? Share your ideas and predictions in the comments below.

 

The post 7 Tech Trends in Email for Marketers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Marketo Marketing Blog

Authority Pro for WordPress: Demonstrate Your Expertise and Build Trust

Authority Pro is a fresh new design by our Lead Designer Rafal Tomal and the team at StudioPress. The big idea behind this specific design is to help you put the full extent of your expertise on display. Consistently demonstrating your likable expertise over time is what allows you to build meaningful and lasting trust
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The post Authority Pro for WordPress: Demonstrate Your Expertise and Build Trust appeared first on Copyblogger.


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