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Archive for December, 2014

Do Your Words Scare People Away?

December 31st, 2014 No comments

There’s a saying from Ernest Gaines: “Words mean nothing.  Action is the only thing.  Doing.  That’s the only thing.”  You write words in your marketing emails.  Many or few, you use them to communicate your ideas.  Don’t write words just to communicate.  Write them to request an action.  Sometimes it’s subscribing, responding, purchasing or whatever you want reader to do.

The words that carry most of the weight of the request are the few at the end, where you normally provide a link to proceed which is the call to action.  This is the decision point.  The words you use here could sway your readers either way.  So, how do you know which words to use?  You can guess based on preferences or you can run split tests to be sure.

A case of contextual turn off
The cabot Heritage Corporation which is a stock advisory ran a split test on two opt in buttons.  The buttons were identical in deign and location.  The only difference was in the wording.  One read: “Send My Free Report” and the other read: “Start My Free Subscription.”
Split Testing CTA Opt-in Text

Only two words changed but that change had a powerful effect.  The “subscription” button decreased conversions by 22.9% in the span of just two days.

What happened here?

Different words trigger different associations and those can make or break the response.  In the above case, it looks like readers associated “send my report” with a single contact and “subscription” with regular communication, requiring more commitment.  Your reader’s response will partly depend on your subject line and the relationship you already have.  The phrase that crashed and burned for Cabot Heritage might take your opt in rate soaring.  This is why you need to test.

Think about the long run

In Cabot Heritage’s test, it looks like people preferred the idea of one mailing to regular updates.  Regardless of which button they pushed, they were added to the same mailing list.  It would be interesting to see people who didn’t expect regular mailings would have responded when they started getting them.  Would the unsubscribe and spam rates go up with the opt in rate?  When choosing the words you want, keep in mind that you need to set correct expectations.  A well informed subscriber is a happy subscriber.

How to test your call to action?

Your first step is to write several options that set those expectations and fit the usual “voice” of your brand, how you usually represent your brand in writing.  There are several options you could take:
  • Subscribe here.
  • Sign me up!
  • Sign up for a monthly newsletter and a free t-shirt.

You coud restate the benefits that the subscriber will get.  When you have a few ideas, split test them with one another.  You can do this quite easily with AWeber.

Who answers when you call?

So, are you getting the response you want from your calls to action?  Are the subscribers you’ve collected interested and engaged.  Do they click and purchase?  Have you split tested your calls to action in the past?  How could you test it for an even better response?


AWeber’s QuickStats For Email Newsletters

December 31st, 2014 No comments

If you’re like most people reading this blog post, you love data.  The kind that paints the picture of what is and isn’t working in your email marketing.  The trouble with data is that it’s sometimes hard to know which data is important and worth focusing on.  Not to mention, for the data to be valuable, the data has to be actionable as well.

There’s now a released tool that helps you see how your email marketing campaigns perform but also makes it easy to take action to increase your response rates and conversions.

AWeber’s Broadcast QuickStats

QuickStats makes it easy to understand how your broadcast performed by showing you:

  • Opens
  • Clicks
  • Web Hits/Traffic
  • Unsubscribes

Check out some screenshots of QuickStats:

Mock Opens
Mock Clicks

You cal also use the data to identify responsive and non-responsive group of subscribers, the people who:

  • Opened the email
  • Didn’t open it
  • Clicked a given link
  • Didn’t click that link
  • Made a purchase – You can track email driven sales with AWeber.

QuickStats are actionable

One of the most powerful things you can do when you know who clicked a link, who didn’t open an email is segment out those subscribers and only broadcast to them.  It’s an effective way to talk to people who are interested in a particular product, feature, part of your website or anything else you’re linking to.  When you can identify those who didn’t open an email or click, you can:
  • Make an alternative offer
  • Find out what their objections are
  • Send out targeted and relevant email campaigns to increase your conversions

How will you use this tool?  You will be able to see at a glance how your broadcasts perform, identify potentially subscriber segments and quickly and easily create and deliver targeted campaigns.


How To Track Downloads With Email Analytics In AWeber?

December 31st, 2014 No comments

You may already know about AWeber Analytics features.  These powerful tools allows you to target your list with pinpoint accuracy, sending messages that respond to subscriber activity.  Anywhere you install analytics, you can track which of your subscribers visit that page.  You can send email newsletters to subscribers who visit your order page or who look at a specific product or page on your website.  We’ve recently taken things a step further, allowing you to track subscribers who click download links in your website.

How does it work?

Any download link on your website can be modified to track subscribers that use it.  You could easily follow up with subscribers who download a pdf ebook, ask for feedback on content in the download or even link to related products.  When a subscriber clicks a link, it will be tracked as a page hit to the download.

Who is it for?

Say that you’re tracking which subscribers are downloading a pdf ebook.  You can put that information to work.  We can segment our list and send a message to those people.  You can do this by searching your list for hits to the download’s URL which is in your AWeber account under the subscribers tab.  You would then save this search as a segment so that we can refer to it later.  You can create a broadcast and send it out to that segment directing their attention back to our site with links to similar resources or maybe just asking for input on the content of the PDF.


Honour And Recognition In Case Of Success

December 31st, 2014 No comments

There’s a legend that the South Pole Explorer, Ernest Shackleton, placed the following ad in a London newspaper:

  • Men wanted
  • For hazard journey, small wages
  • Bitter cold, long months of complete darkness
  • Constant danger
  • Safe return doubtful
  • Honour and recognition in case of success

Ernest Shackleton 4 Burlington st.    The legend states that many men turned up to join Shackleton that it seemed all the men of England were determined to join him.  The rules of advertising tell us to: “sell the benefits”.  So, why would so many men be inspired by such an unappealing ad that: “sells the disadvantages”.

Honour and recognition…adventure.  Victorian England was a fairly dull, stuffy, domesticated and conventional place.  There was obviously a pent up demand for raw, dangerous and wild excitement.

What does this have to do with your online business?  Well, there’s many advantages and benefits to working with MTTB but it is work.  While you may not be in “complete darkness” or face “constant danger”, I can promise you that your “safe return is doubtful”.

What I mean is that you will fail.  I mean you’ll become a different person.  Through the adventure of owning your own business, you’ll discover things about yourself you never knew.  You’ll push yourself to new heights.  You’ll go places you never dreamed you’d go.  You’ll bust out of the 9 to 5, “Victorian” domesticity and become a more flesh-and-blood, passionate version of  yourself.

Honour and recognition await you.

Sign up here.


What To Do When You Have Everything At Your Fingertips?

December 31st, 2014 No comments

In an article on the humour site, cracked.com, author David Wong made the following paraphrased comment: “You now have all the information about everything at your fingertips…so why aren’t you a genius?”  He was making a joke but he has a point.

Just 20 short years ago, the internet still hadn’t made it to most homes or even most parts of the world.  Today, its everywhere.  In 20 short years we’ve made all the world’s information readily available.

I think rather than making us smarter, it’s made us lazier.  Instead of studying, reading and learning things, we simply shrug and say: “If I need to know it, I’ll just Google it”  It has paralyzed us.  Rather than take all the information and actually do something with it, we just feel overwhelmed.  When you’re options are virtually unlimited, it’s hard to decide where to even begin.

So, how do you overcome laziness and paralysis and actually benefit from all this information overload.  First, commit to actually doing something.  MTTB offers a 21 step plan to building your business.  It takes about 30 minutes each day for 21 days.

Secondly, block out the noise.  In today’s information overload economy, it’s not what you know, it’s what you ignore.  I believe the most successful online entrepreneurs of the next decade will not be the ones who know more than everyone else.  They’ll be the ones who ignore the most.  The ones who the ability to shut out the noise, focus and get to work.

MTTB guarantees that if you commit (just $49) and block out the noise and get to work (30 minutes a day for 21 days), you’ll make at least $500 or they’ll refund every penny.

In today’s info overload world, you no longer have the “I don’t know” excuse.  All that’s left is “I didn’t do” and that’s not an excuse at all.

Commit, focus and do it.

Check out MTTB here.