Friends, I greet you!
Denis Dovgal is with you and today we are recording a podcast about
email marketing while at MailerLite.
Mailer is the number one email marketing company in Lithuania.
And I want to introduce you to Ignas. Hi Ignace! Hey! Thank you for
making this podcast for our viewers. Today we will talk
about how to do effective email marketing for online business,
what email marketing is in general , what trends
will be in the next few months or in the coming
years. And we will have such an impromptu interview,
absolutely not planned, so I think that it
will be useful to you. Ignas, can you please
tell us why you decided to open
an email marketing company? We opened our company
9 years ago when it was a web design studio. But
after some time, we realized that we want to
create a product and run a business based
on some kind of product.
And we found an opportunity:
in our local market there was no software for email marketing,
even in the global market the software was either not very
user-friendly or very expensive. We just saw
that opportunity, took it and succeeded! And I'm very happy
that it happened. How did you rise from scratch
and become the best company in Lithuania? You know, we didn't really
have anyone to compete with. It took us about two
years to cooperate with all Lithuanian big
companies that began to send out mailings through our
system. After we became the best in Lithuania,
we decided not to stop and go to the global market.
Our product was launched , it had even fewer features
than the original product. The product was very simple
and user friendly because our target
group was small businesses, the price was right for
small business owners. Now we can say that
we have succeeded in the global market, because we
already have more than 50,000 users around the world.
Yes, it's very well. Ignas, I will now tell the
story of how I recently started using your service. Just recently, about a
month, well, a few months ago, while looking for the best
email marketing solution, I found MAILER. I immediately
liked the design, looked at the tariff plans, which are
very affordable. I am not mistaken that at the start
you offer to conduct a newsletter for a thousand subscribers
for free? At the moment we
only have a one-month trial period, but very
soon we will have a free plan that
will allow you to send out newsletters to thousands of Kruto subscribers.
Actually, it is possible
to subscribe to a free tariff plan with a limited
number of subscribers. But what I really liked
about the service is its intuitiveness, its simplicity. As far as
everything is convenient and flexible in settings. And so I decided to
completely switch to using this service
in order to send letters to subscribers and our
clients. And today, Ignas and I have already
talked about such “tricks” of email marketing, email marketing tricks,
and I think that … Ignas, can you share some
tricks on how to make email marketing more effective in your business.
The most interesting thing is how to increase open
rates, click-through conversions and how to avoid getting your
email to subscribers into spam? I think these are the most important
questions – how to increase the open rate of your emails, how to increase the
click through rate of your emails. And how to make sure that
letters do not fall into spam, and your subscribers read
the content that you send them. The first thing I want to say is that
people shouldn't be afraid to send more letters.
Your email open rates and click-through rates are
n't the only things that matter right now.
There are such
concepts as open-reach (reach) and click-reach, which are
becoming more and more popular now. This means that you
are not collecting data for every email sent, but you are collecting data
for a month. Once a week you send an email and every
month you see how many unique
email opens you have. It is possible that if you send
more emails, you will have more unique opens.
Because people in the modern world are very busy: every
day they receive a bunch of letters, mentions on Twitter
and Facebook, as well as on other social networks.
And it may happen that people don't read your letter
because they don't have time for it. If you send an
email in a few days or weeks
, your subscribers may have time to read it.
Many companies have started sending
more emails to their subscribers.
For example, if earlier it was one
letter per month, now it is one letter per week.
But of course you have to measure everything. If people start
unsubscribing or complaining about spam, then you don't need to
increase the number of emails. You don't have to
worry too much about people unsubscribing
if it's a small percentage. What you really need to
worry about is how interesting and valuable the
emails you send to your clients are. Sharing information is
necessary and subscribers like it .
My
advice is to be individual in your letters, don't use
too formal language. Add your photo to the letter, a
photo of your team, the email address should not be info@…..com,
add your name, be more individual.
Never use noreply@…..com. This will encourage people to
respond to your emails. The best indicator at the end of the
day is the feedback from your subscribers, if there
is a lot of it, then your content is useful and interesting. When
we send letters to our clients , we always encourage
them to respond by inserting questions into the letter. Sometimes
we even ask them where to go on vacation.
Be individual, talk about yourself and your
company! One more question: do you know
that there are two types of OPTINS: double and single.
Which of these is better? And how does this affect the effectiveness of
email marketing? Because someone can write one
email, which can reduce overall email deliverability.
At the same time, when writing two, the number of
subscribers that you get by buying paid
traffic may decrease.
Not all of them will return to your mailing list. What can
you advise? Everything you said is the pure
truth. If you use a double OPTIN, you must be
sure that the email that the subscriber receives to confirm the
subscription will be attractive to the person who wants
to subscribe to you. Also don't forget to make
a thank you page and a welcome email that
will come after you confirm your subscription. In fact,
this is a complex question that is difficult to answer. Better to
test is the best answer to this question.
I wanted to say that to improve the content and increase the
number of clicks, embed video in your emails. This will
really increase the effectiveness of your emails and can increase the
number of clicks by 5%.
Have you already tested this? Yes, we have tried this many
times. But what I mean by video is not really a
real video, because the mailing software does not
allow you to insert a video directly into an email. But we can create a gif animation. Yes, but the easiest way
is to create a picture with a play button, on
which we indicate a link to Youtube, where our video is located
. Another way is to create an animated
gif in which you will show a preview of your
video, there should also be a play button. I
know that animated gifs work really
well. The trick is that when
you put a screenshot, for example, you have a video and you put a
screenshot of the picture in your e-mail, put such a
big red button there, like YouTube
shows a red button. And then your subscribers
will simply click on this button, and in this way you will increase
your number of clicks, that is, the number of clicks
in your letter will increase.
What do you think are the trends
in email marketing that you see as the best
company in Lithuania? Perhaps you notice some directions
in which email marketing is changing? This is not a new trend……. Perhaps a lot of letters should
receive feedback? Yes, that's what I wanted to
say. With more than 50% of your subscribers opening
emails on mobile devices, you need to make
sure your email looks good on a mobile
screen. This means that the pictures must be responsive
and the text must be large enough to
read. All buttons must be clickable
, which means they must be the size of a finger. This is more of a
technical question. But I know that your
MAILER service automatically creates a version that will
display well on mobile devices. Oh sure. Emails
sent by our customers are automatically suitable
for display on mobile phones because this
is becoming more and more important. You
only have one chance. If a person receives your letter, opens
it on a mobile phone and it is inconvenient for him
to read it, he will close it and forget about it.
This is the first
impression that is very important. What can you say about the
trends, what can we expect, for example, next year?
What should you focus on when running your newsletter to
increase reader engagement or
click-throughs? Now
automatic emails, which have always been important, are becoming very important.
This means that all welcome letters and just letters
that you send automatically, which
should be sent when something happens.
For example, birthday or the end of the contract period,
or the end of the trial period. You should create a queue
of emails that will tell you what happens
5 days before the contract expires, then one day before the contract expires.
You must create queues of such letters. Autoresponders
are a very powerful tool now, because you can
run them once, but they will work for you
for a long time.
And forget. You don't have to go back
to them every week, you just need to get them right
in the beginning and they will work for you. Okay, cool! Thank you for your attention.
I hope this podcast has been helpful to you. Use
email marketing, be sure to try
using the services of MAILER in your business – this is not advertising,
but just a recommendation, because the guys make a
very cool product. Ignas, thank you for your time,
for your product, it's wonderful. I really like what
you do and I think that email marketing is a huge
force. Despite the fact that we have a lot of social
media, people will still read the mail. Thank you! Bye everyone! If you have questions,
write below in the comments. If you liked this video,
subscribe to the channel, and of course put a LIKE
under the video and tell your friends. Denis
Dovgal from Vilnius , MAILER office was with you, and see you
in the next videos!
