You may have heard about the Unbounce app, which was introduced some time ago. For those that were already using Unbounce, this was great news. But for those that were not familiar with Unbounce, and perhaps maybe still not, it may not be as obvious why this is so awesome. How do real people use [...]
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“On the 12th day of Christmas my campaign gave to me: Plenty of urgency!” ‘Tis the season for last-minute shoppers, shipping deadlines and urgent sales. The last 12 days of Christmas mean crunch time for your subscribers and your email campaign. So how should you prepare your final countdown? Here are some ideas to focus [...]
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When you hear email marketing, what kind of businesses do you think of? Stores that sell products to you? Professional offices that sell their service? What about schools? Maybe marketing and schools don’t appear to go hand in hand like some other businesses, but they actually do, especially colleges and private schools. How else do [...]
Read "Education in Email: Learn From These Schools’ Emails"
A little while back we interviewed an AWesome customer of ours, Keith at the Wine School of Philadelphia, to spotlight his business and talk about how he uses AWeber. Well, it didn’t take us long to find another AWesome customer to spotlight — SEER Interactive. How SEER’s Adam And Mark Use AWeber SEER Interactive is [...]
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Maybe you wish you could jump on the daily deal bandwagon, but your business isn’t the next LivingSocial or Groupon. You might not have killer deals to offer, but you can still send your subscribers valuable, targeted daily messages they’ll look forward to opening. Most daily deal email subscribers open their messages at least once [...]
Read "Daily Email Campaigns (That Don’t Rely On Deals)"
Gather in close, now. The tales I’m about to tell are not for the faint of heart. Tales of email marketing campaigns that would send a chill down the savviest subscriber’s spine. Gruesome broken images and fiendish frequencies await those brave enough to read on. Take caution: Your campaign could fall victim to any one [...]
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We like to think our customers are pretty cool. We talk to you everyday over the phone, through live chat and in emails. You leave comments on the blog, post to our Facebook wall and converse with us through Twitter. Introducing Keith Wallace, CEO and Founder of The Wine School Of Philadelphia So we went [...]
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As you know, the key to responses to your email marketing offers is a careful balance of helpful, relevant, interesting, entertaining, all-around saintly emails, written with the right audience in mind and tested for optimal performance. Now, we could do the marketing-blog thing and throw that advice at you, wish you luck and go check [...]
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When is it a good idea to use images to promote what you’re selling in your email marketing campaign?
Email Marketing Reports described how image-heavy emails can outperform the alternatives in the right circumstances and with the right execution. This may not sound surprising, but the key phrase here is “in the right circumstances and with the right execution”.
We looked at a number of customers who were using images in a really smart way, and thought we’d take a moment to share these examples with you.
The Tangibles: Images of Your Product
If you’re selling something tangible, you want to show your subscribers a picture of it. An email from Bruder Toys is a good example of this:
Bruder Toys includes the name of the toy and price, so those that click through will most likely be interested in buying the product in the picture.
It’s easy to snap a picture of what you’re selling and insert that image in your message, but what about if you aren’t selling a tangible product?
The Less Tangibles: Using Images of Results
If you don’t have a physical product you’re selling, you can still use images in an effective way.
Think about what you’re trying to sell, maybe it’s even just an idea you’re selling, and then think of how you can provide an image of the end result that comes from using your idea.
Let’s look at some different approaches:
1. If you’re offering a service
Interior decorator Faith Sheridan uses email to connect with potential clients. Her end result is how a room will look after she’s finished working on it:
Subscribers will get to see her work and there are even links to see the before and after pictures.
You want subscribers to see samples of your work so you can increase your credibility and allow them to get to know you more. This will make them more likely to hire you!
2. If you’re giving them something to try
Southern Plate provides recipes for their subscribers. This email shows an image of an end result from one of their recipes:
It’s easy to hook subscribers when the end product looks so delicious! Southern Plate sets it up so the recipe isn’t actually in the email, so subscribers need to click through to their site in order to get the recipe.
You want subscribers to be compelled to do what your email is telling them to do, so show them the reward they’ll get for completing the task.
3. If you want them to join a program
Sixpacknow.com wants subscribers to follow their training program to get great abs. Their solution? Include an image of someone who had successful results from using the program:
People see the results they want for themselves, and are compelled to join the program. Using before and after pictures would also work well here.
You should take pictures depicting the before and after results of joining your program so subscribers can clearly see why the program will benefit them.
Keep in mind that your results don’t need to be just pictures. You can also show images of graphs and charts that will provide a visual for the success that you or someone you worked with had.
Use Split Testing to Find What Works for You
You can split test your broadcast messages to find out how images impact your emails. Split testing allows you to send different versions of your message to randomly selected groups. After sending it out, you will then need to determine what worked best.
You can use the QuickStats page to get an “at a glance” idea of how the message performed. Click tracking records the number of clicks within your message, along with the number of times each URL was clicked.
If you have Analytics set up, you can get a more in depth idea of how your message performed. You can even set up sales tracking to see how much money each message brought in. This will allow you to see more clearly what works best with your subscribers.
Remember These Tips When Using Images
When you use HTML emails, you want to make sure you’re doing the following:
- Link to a web version of your message- Broadcasts can be archived so you can use the direct URL to your message and insert it at the top of the email. That way subscribers can view your message in a web page in case they can’t see everything in their email client correctly.
- Make your message comprehensible without images- Make sure your messages are still easy to follow even when the images can’t be seen, as some email clients will have images turned off by default. You should use alternative text for your images so subscribers will still know what’s going on.
- Include a plain text version- Always include a plain text copy of your message. If a subscriber cannot receive HTML messages, it will automatically revert to the plain text copy.
Think About How Images Can Help Your Emails
Keep in mind that images can improve your emails “in the right circumstances and with the right execution.” Can you sell your idea with images? What other ways can you think of for incorporating images effectively in messages?
Read "Are You Using Images Effectively?"
You may be familiar with Samantha Jones, the outrageous yet brilliantly successful publicist of the popular series Sex and The City. Or, maybe you saw Jessica Biel and Queen Latifah take on publicist roles in last year’s hit flick Valentine’s Day. Either way, there is no denying that Public Relations is getting plenty of publicity [...]
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