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First of all, having a dedicated landing page for any advertising campaign is crucial. You could get away with sending all your traffic to your homepage and still get some benefits from your display advertising campaigns. Having a custom landing page with tailored content specifically designed to work for your campaign will greatly increase the performance of your campaigns.
Think of your banner ads as an extension of your landing page. In terms of overall design, your banners and landing page should closely resemble each other, this way you prevent any confusion if someone clicks your banner and lands on your page. Use the same design, graphic elements, colors & fonts for both the banner and landing page designs.
The content on the landing page should be in sync with your messages on your banners.
After you grabbed your visitors’ attention, the landing page should explain the value of the offer in a clear manner.
Tools for Landing Page Creation
Here are 3 online tools you can use for landing page creation:
By using a third party tool to create and manage landing pages, you can easily test adjust and optimize your pages until you get the best performance out of them.
Set up A/B tests for both your banner ads and landing pages and test until you get the best results out of your display campaigns.
Now that we pointed out the key “ingredients” of what makes a proper display advertising campaign successful, there’s nothing left to say but to keep trying new things. As the market evolves and your customers change, so do their behavior and so should you. Of course, you will learn as you go, so don’t you ever get discouraged. You know what they say, to each his own.
Two brands are never the same, and even though the guidelines mentioned above can and will give you a good perspective, you have to adapt them to your own brand.
Another feature worth mentioning is dynamic remarketing. A feature that automatically creates display ads that include images, price, and a text of your choice, all based on your users’ behavior.
Dynamic ads are very common for e-commerce sites, giving them the possibility to re-target their audience based on the actual product or service viewed on the website.
Basically, the banner ad layout is based on a template and all other information is added dynamically from a data feed. The data feed is a list of all the products or services which includes all the required attributes for a banner to be created.
1. Acquisition
Acquisition through display advertising is probably the biggest trap a small or new business can fall into. With no advertising experience or an unpolished product or service, you can end up spending huge amounts of money with no significant results.
Banner ads are more invisible than they ever were.
Overlooking the problems generated by Ad Block, we’ve learned to ignore banners so well, that they are practically becoming invisible for most of us. They really need to be in your face in order to get noticed, but being too aggressive won’t necessarily help you either.
Leaving all the negativity behind, there’s still a light at the end of the tunnel regarding this type of display advertising campaigns. So, the question is: do acquisition campaigns work? The answer is yes if done right, but not for everyone.
1.1. Measuring the performance of a display acquisition campaign.
The easiest way to measure the performance of a display acquisition campaign is to look directly at how much money you spend and how much you get out of it. However, you will have a hard time breaking even on this type of campaigns, as the costs of running such campaigns can be really high.
You should know that your banner ads are competing for the same advertising space with highly targeted retargeting ads that have a much higher chance of converting, therefore raising the CPC to levels impossible to match by a broad acquisition campaign.
When looking at the profitability of your campaign, a good idea would be to look at your customer lifetime value and make sure that your cost per acquisition stays under the expected value.
2. Advertising for Brand Awareness
Brand awareness campaigns are another example of display advertising. Brand awareness is a type of campaign that focuses on the reach, rather than direct conversions. Their main goal is to reach as many relevant people as possible and influence them to get interested in your brand, and not necessarily have them perform a particular action.
Although a brand awareness campaign usually has a wider reach, you still need a relevant audience.You can segment your audience as you would for any acquisition campaigns but the metrics you need to follow will be different.
Awareness campaigns need to be carefully planned out and will require running for a longer period of time in order to be effective. If you want to start a brand focused campaign, money shouldn’t be a problem. You need to make sure that you can afford to spend a lot of money on a campaign that won’t have any direct and immediate results on your sales.
2.1.Measuring a Brand Awareness Campaign
You need to focus on metrics like impressions or reach, followed by engagement (if you are advertising on social platforms). Likes and shares further extend your reach, thus helping your campaign reach a greater audience.
However, the main goal of an awareness display campaign is to reach as many people as possible, so you always need to figure out ways to reach more people while staying within budget limits.
2.2 Experimenting with Banners
Let’s face it! Creating an ideal banner from the get-go, that will perform perfectly, is pretty much an impossible task. There’s no such thing as improving without adapting. Progress comes with change, and we all know what that means A/B testing. Experiment with all the elements of your online banners and see which one works best.
As you probably guessed already, the retargeting campaign does exactly what the name says it does, it retargets your audience. The main goal of a retargeting campaign is to get your customers to re-engage with your product.
Retargeting is also known as behavioral remarketing and it relies on custom segmentations in order to deliver highly relevant ads to your audience. Your retargeting lists are build from your website’s user base, lists that build up in real time and grow with every user that fits your segment criteria.
You can create segments based on specific user behavior and interactions, for example, users that reach your pricing or checkout page but did not finish the order.
Let’s say you have an online store and you want to retarget users that have more than one session and are viewing a specific product or products from the same category. This would be an ideal case for your retargeting campaign, as you can follow them around with specific ads at the right time in an attempt to get them back on your site and buy the product or service that you’re selling.
1. How to Build a Remarketing List
The basis of a remarketing/retargeting list is the same on every digital display advertising platform. Basically, you can choose to include in a remarketing list all the visitors that land on a specific page. Let’s be more specific!
Here’s how you can set up a remarketing list in Google AdWords, step by step:
Click the tools and settings icon and go to Audience Manager under the Shared Library Tab.
a. To create a new audience by clicking the blue + sign in the top left corner.
b. From the drop-down menu, select the source you want your list to be built on, your options being:
Website Visitors (Users that have visited your website or any landing page)
App users (Users that downloaded your mobile app)
Youtube Users (Users based on channel or video interactions)
Customer list (The list is based on collected customer data)
Custom combinations (Created from multiple retargeting lists)
Once your list is created, you need to give it some time in order for it to be populated with users matching your exact rules.
For Google Display Network, the remarketing lists must have a minimum of 100 active users within the last 30 days. Your ads will be displayed only after your list reaches 100 active users.
2. How to Create a Remarketing List in Google Analytics
Another way of creating remarketing lists is through Google Analytics. Personally, I prefer this approach, as it gives me more options to be more creative when it comes to creating a custom audience for my campaigns.
The only inconvenience with this method is that you need to link your AdWords account with Analytics, before you can build an audience and use it in AdWords, but if you’re serious about online display advertising and Analytics, this is a step you should not skip.
Assuming AdWords and Analytics are already linked, here’s what you need to do in order to create and import a custom audience from Analytics to AdWords:
Click on the + Add Segment button
After the drop-down loads, click on the red + New Segment button.
You have now opened the segment builder that lets you create filters based on Analytics dimensions and metrics. The segment builder is easy to use and should be self-explanatory at this stage. In order to create more intricate segments, you will require a more advanced knowledge of Google Analytics.
After you created your segment, click on the Actions drop-down button from the segments menu and then click Build Audience. A step by step guide will load, thus helping you to import your segment into AdWords as a retargeting list.
Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.
Although you can advertise with plain text-based ads and still call it a display campaign, you can get much more out of your campaigns if you use images, videos, HTML5 animations or any other rich media elements that can help you get your message to your targeted audience.
Banners used as display ads come in different shapes and sizes.
Your only limitations are the requirements of the network you are running your campaign through. For example, Google Adwords allows a wide range of display ad sizes as you can see from the list below:
1. Standard Google Display Ad Sizes:
Top performing ad sizes
300 x 250 – Medium Rectangle
336 x 280 – Large Rectangle
728 x 90 – Leaderboard
300 x 600 – Half Page
320 x 100 – Large Mobile Banner
Regional ad sizes
240 x 400 – Vertical Rectangle
980 x 120 – Panorama
250 x 360 – Triple Widescreen
930 x 180 – Top Banner
580 x 400 – Netboard
Other supported ad sizes
320 x 50 – Mobile Leaderboard
468 x 60 – Banner
234 x 60 – Half Banner
120 x 600 – Skyscraper
120 x 240 – Vertical Banner
160 x 600 – Wide Skyscraper
300 x 1050 – Portrait
970 x 90 – Large Leaderboard
970 x 250 – Billboard
250 x 250 – Square
200 x 200 – Small Square
180 x 150 – Small Rectangle
125 x 125 – Button
You don’t need to create a banner for every single size. This is entirely up to you and your specific needs. To make things easier check out this guide to ad sizes from Google in order to find out the top performing ad sizes and a more in-depth description.
As for the accepted formats, most ad networks accept JPEG, JPG, PNG, and GIF. Not all networks accept HTML5, but all the major players do, including Google AdWords. Animated banners come with their own technical specifications, while image banners only need to be under 150 kb in size, and of course, be compliant.
2. Display Advertising Examples
So what is a banner ad?
Here are a few display ad examples from different brands, in 3 formats: static image banners, GIF and Animated HTML5.
GIF ads
Animated HTML5 Ads
3. Types of Display Advertising
Based on the role they fulfill there are 3 main types of display advertising campaigns:
Retargeting
Standard Retargeting
Dynamic retargeting
Acquisition
Brand Awareness
Regardless of the platform, you are running your display ads on, the 3 main campaign types of campaigns are the same.
Congratulations on making it to the 5th and final section of this definitive chapter! You’ve come a long way.
If you’ve been following along from the beginning, you have now learned how to grow your email list to epic proportions, you’ve segmented your list so that your emails are highly relevant to each individual subscriber, and you’ve learned how to send amazingly effective emails that have a high open-rate. Now you are ready to automate the process and turn your campaigns into money-making machines!
The autoresponder series is arguably an online marketer’s most powerful tool for making sales. It helps you to successfully engage your email list, build relationships, and turn prospects into buyers.
The best part is, once you’ve created it, your work is done, so you can focus on the important aspects of your business.
So, What is an Autoresponder?
An autoresponder is a sequence of emails that are automatically sent to a segment of people on your email list and is triggered by a specific event, such as joining your list, a certain browsing behavior, cart abandonment, downloading a PDF, or buying a product.
The content of an email autoresponder series is created in advance and set up to send at the appropriate time with the help of your email marketing software.
Every online business needs an autoresponder series for two main reasons:
1. They nurture your leads by providing valuable information and insights, as well as teaching them how to make better decisions through an automated onboarding process.
2. They turn prospects into customers by helping you build “know, like, and trust” before you ask for the sale. Then you can make your pitch at the best possible moment, and you can do it without being overly “salesy” or pushy.
So, how do you create a highly effective autoresponder series? There are 4 basic steps:
Step 1: Choose a Goal for Your Autoresponder
There are many different goals you could have for your autoresponder, but here are the 4 most common. Choose one (or a combination) of the below goals for your autoresponder series before you create it.
Send new subscribers a “welcome” sequence. This is the message that you send to people right after they subscribe to your email list. It could contain a link to your lead magnet for an easy download, a thank you for subscribing, or maybe a call-to-action to check out your most popular blog posts. Every email list needs a welcome email series: don’t miss this chance to “woo” your new subscribers and turn them into loyal fans.
Use it as a lead magnet/free mini-course. You can also use an autoresponder as a lead magnet to attract new subscribers to your email list. This is commonly done in the form of a free “mini-course”, or a free “challenge”, which promises to deliver a series of emails containing lessons (or other valuable information) over the course of several days or weeks.
Make sales on autopilot. Creating a sales funnel out of an email autoresponder sequence is a widely adopted strategy used by information marketers, but it can also be used by software companies, eCommerce businesses, and service providers. For example, it could consist of a series of educational videos, a sales video, and follow-ups to sell your information products. Or, you could create a sequence of free educational emails, and then invite leads to a live or recorded webinar where you make an offer. For eCommerce businesses, your sales sequence could include promo offers for products your subscriber has just viewed on your website.
Promote up-sells/cross-sells. You can even set up an autoresponder sequence for someone after they purchase and get repeat customers. Depending on the products you sell, you could offer an upsell, or cross-sell related products. For example, if someone buys a digital camera, you can offer to add a lens, a tripod, and other accessories to their order before it ships. Or, if you sell products that people buy frequently (like food or disposable items, like diapers), you can automatically send them offers for new items when you know they’re about due for another order.
Step 2: Map Out Your Entire Sequence
In this step, you will draft an outline for your sequence. But first, you’ll need to figure out how long you want your sequence to be. How many days? How many emails?
There is no universal rule when it comes to exactly how many emails you need to have in your email sequence. Your sequence should be long enough to help you accomplish your goals, no more, no less. So its length should be determined by its purpose, your segments, subscriber’s preferences, etc.
Next, you’ll need to figure out how far apart each email will get sent.
It’s okay to send an email once every two days for educational emails, and three to four emails in a single day when you’re running a huge sale that’s about to end. It depends entirely on the goal for your sequence (which is why you chose that in Step 1).
You need to find a healthy balance between your “value” emails and your “offer” (sales) email.
The exact number of emails you send doesn’t matter as long as you send more value emails than sales emails. This helps you keep your list from getting burnt out.
To simplify things, you can use the 80/20 rule: 80% of your emails should give value, while only 20% of your emails are about making a sale.
Next, write an outline of your sequence from start to finish, describing what topic(s) each email will cover and the call-to-action for each email. Your call-to-action could be to click on a link, share your blog post on social media, reply to your email, or buy your product.
Here’s an example of a sequence for launching an information product:
Email 1: Introduction and saying thanks for subscribing.
Email 2: Explain why the specific topic/problem matters. This helps build the demand for your product.
Email 3: Explain what you need to do to solve the specific problem/accomplish a certain goal. This builds credibility, and you start helping people in advance.
Email 4: Explain how exactly to solve the problem in more details. Transition to the sale and mention you’re launching a new product/program in a few days.
Email 5: Launch your product. Tell your list that your product is live and can be purchased in the next few days. After that, you will close your cart and it won’t be available.
Email 6: Remind your subscribers about the product. Share how many people bought it so far, what other people think about it and how many seats are left.
Email 7: Last day before closing, first email. Tell your subscribers that there are 24 hours left and your product won’t be available after that. Remind them what they’re going to learn in your program and what the benefits are.
Email 8: Last day before closing, second email. Transition more into scarcity and that there are only a few hours left. After that, your product won’t be available.
Email 9: Two hours before closing. This is where you go full scarcity and focus on the change people want to make in their lives. How much do they really want to solve their problem/accomplish their goal?
Email 10: Cart closed. Send an email to explain to users the product is no longer available. Share figures about how many people got into your program. Thank everybody for their support.
Step 3: Write an Autoresponder Series that Converts
Writing the actual emails of your autoresponder series might be the hardest part of this job. You may even want to outsource it to a professional copywriter. However, if you still want to learn how to do it yourself, here’s what you should keep in mind:
Focus on the reader first. You should always write your emails to address the needs of your subscribers, not yours. Offer ways to solve their problems, don’t simply talk about your products and how great they are. Ask yourself, what are the biggest pain points for my subscribers? How can I solve their current problem in this email?
Use personalization. Personalizing the content of your emails will make it so much more relevant and valuable to them. Personalization goes beyond sticking your subscriber’s first name into the email. You need to tailor the actual content of the email to address their needs. For instance, an online retailer will find it much more valuable to read an email with the subject line, “How to build backlinks to your eCommerce store” than just a generic subject line, “How to build backlinks.”
Write great subject lines. David Ogilvy once said that 80 cents of your dollar should be spent on writing headlines. With emails, the subject line is just as important. If it doesn’t catch your attention, you won’t open it. So, spend the majority of your time writing and polishing your subject line. A great email subject line entices curiosity about the content of the email. It’s also personal, and highly relevant to the recipient.
Step 4: Monitor and Improve
Although it is mostly hands-off, an email autoresponder series is not something that you should create one day and then completely forget about the next. To get the best results, monitor the performance of your emails to identify areas that need improvement. Then, A/B test some changes in order to make those improvements.
Here’s what you should pay attention to when you analyze your autoresponder campaigns:
Open rates. If your open rates aren’t where you want them, consider the following: Is this autoresponder relevant to your list? Are your subject lines as good as they can be? Are you sending your emails at the best times?
Click through rates. Once your subscribers have opened your email, are they actually taking the action you need them to take? If you think that you have a low click-through rate, perhaps your body copy is not as effective as it needs to be. Consider the following: Is the copy of your email relevant to the subject line? Did you offer real value to your subscribers in the email? Is your call-to-action clear enough? Is the link easy to find?
Unsubscribe rate. Unsubscribes are always going to happen no matter what, and that’s usually okay because those people probably wouldn’t have bought from you anyway. However, a high unsubscribe rate can indicate that you are losing potential customers. Check the following: Why did people subscribe to your list in the first place, and are you delivering on that promise? Is the content of your autoresponder highly relevant to the segment it is being sent to? Are you sending too many sales emails with too little value emails?
Now that you can automate and target each of your email marketing campaigns, you can turn those campaigns into a sales machine!
Wrapping Up
We hope this guide has helped you learn how to create an effective email marketing campaign.
In this guide, we shared the following items in detail:
This section is super important because even with all of the hard work you’ve done to grow your email list and segment it, you won’t benefit from any of it unless your emails actually get opened.
There are several factors which play a role in whether or not your emails get opened. Let’s explore each of them.
1. Avoid Spam Filters
Probably the most obvious problem is when your email gets sent to the subscriber’s spam folder. Since you’ve already gotten permission to send emails, you’re off to a great start.
Here are some best practices to keep your emails from falling into spam folders:
Make sure all recipients have actually opted-in to receiving your emails. Seriously. We can’t emphasize this point enough.
Send your email campaign from a good IP address. That is an IP address that hasn’t been used by someone else who has sent spam in the past.
Send emails through verified domains.
Keep your email template code clean.
Use merge tags to personalize the “To:” field of your email campaign.
Show subscribers how to whitelist your emails, and ask them to add you to their address book.
Avoid excessive use of “salesy” language (these are spam trigger words like “buy”, “clearance”, “discount”, or “cash”).
Don’t “bait-and-switch” by using deceptive subject lines.
Include your location.
Include an easy way for subscribers to opt-out of your emails.
2. Remove Inactive Subscribers to Keep Your List Fresh
It’s important to email your subscribers on a consistent basis, so your list doesn’t go stale. Even then, over time, email subscribers still go stale.
Some people may have changed email accounts, or maybe they just aren’t interested in your brand anymore.
So to keep your list fresh and filled with engaged subscribers, it’s a good idea to periodically remove inactive subscribers. An inactive subscriber could be anyone who has not engaged with any email in the past 6 months or more.
But before you get rid of them, try sending one more email campaign to try to re-engage your inactive subscribers. For example, send a last-ditch-effort email to inactive subscribers that says, “Do I bore you?” and asks if they still want to stay subscribed. Some people respond, but all others get purged.
Another way to keep your list fresh is by checking in with your subscribers every once in a while to ask if they would like to update their information and their preferences. This way, they are reminded that they can take control of how they want to engage with you.
3. Perfect Your Timing
Timing can have a huge effect on whether or not your subscribers open and click your emails, so think carefully about what time and day you send your emails out.
You won’t be able to figure out the perfect time immediately but perform some A/B tests to identify which timeframes seem to do best and explore those in future campaigns.
But you may be wondering, has anyone else already done some tests that you can benefit from?
Well, Mailchimp’s data says that, in general, the best time of the week to send emails is on weekdays versus weekends. But, no single day won hands down.
They also found that, in general, the optimal time of day to send emails is at 10 AM in the recipients’ own time zone.
However, when they looked deeper, they discovered that the type of content being sent had a significant effect on the peak time, as well as the location, age, and occupation of the recipient.
The bottom line on email send time is this: imagine a day in the life of your particular audience. What are they doing in the morning, afternoon, and evening? What does their workday look like? How late do they stay up at night? How early do they rise in the morning?
4. Make Your Subject Line Stand Out
When it comes to email open and click rates, your subject lines are everything. Your job is to make your subject lines stand out.
Here are some tips for crafting creative subject lines:
Entice curiosity, but don’t be too clever. You want to make them curious enough to open and click, but without being so cryptic that the subscriber hasn’t a clue as to what you’re talking about.
Include numbers. There is something about numbers that draw the eye.
Use a friendly and conversational tone.
Speak in the language and style that your subscribers use themselves, especially when talking with their friends.
5. Write to Just One Person
When you draft your subject line and message content, it’s natural to think of the thousands of people who are about to receive it.
However, it’s far more effective to write as if speaking to an individual person, with a personal subject line and a personalized message.
To write this way, you’ll have to really know your buyer persona. You need to understand their problems, their desires, their values, their likes, and their dislikes.
If you are having trouble with this, send out an email asking for a quick five-minute chat. On the call, you can ask questions that will help you understand what your subscribers’ needs are, and how they think.
Spending a day or two talking with your subscribers will be time well spent because it will help you so much: not only with your messaging but also with creating or improving your products and services.
6. Write Like a Friend
When writing your emails, put your corporate hat to the side and write like a friend. This is the only way to really appeal to your subscribers and get them to open and click your emails.
For example, a corporate phrase like, “We’re offering savings to our customers!” comes off as distant and stuffy.
A more friendly alternative could be something like, “you’ve gotta check out this deal…”
That makes the email seem a whole lot more personal and makes it less likely that your recipients will simply delete your message and move on.
Remember: in this age of information, everyone is looking for a reason to ignore your emails. They aren’t looking for a reason to read them. But if you appeal to them on a personal level, you’ll stand a better chance of getting that email opened.
7. Write Amazing Content, Every Time
You may be thinking that when a subscriber opens your email, you’ve essentially won the battle. However, the actual content of your email also plays an important role in your open rate.
Here’s why: if your subscribers are happy with your content, they are more likely to open your emails in the future. They may even begin to eagerly anticipate your emails. Conversely, if a subscriber is displeased with what they got in your email, they probably aren’t going to open your emails again, and they may even unsubscribe.
So how do you make sure your subscribers are happy with your email content? Simple: make it awesome.
The key is to make sure that you aren’t sending emails just to send emails. Every single time you email your list, you need to deliver something of real value. The higher the value of every email you write, the more loyal your subscribers will become, and your open rates will increase.
8. Inject Some Humor
Humor has a way of making a strong, instant connection with people. It’s personal, entertaining, and sticks out in peoples’ minds.
But what if you aren’t a very funny person? It’s not always easy to be clever or humorous, and trying to fit your attempt into the narrow constraints of an email subject line? That can be super tricky.
Thankfully, you don’t have to be a comedian in order to pull off a humorous email. It’s more important to really know your recipients and what they’ll respond to. If you know their likes and dislikes, it will be so much easier to pull off a joke or make a tongue-in-cheek comment.
Here’s an example of a funny email that gets sent to subscribers who have been inactive for a while.
Hey [first name], I tried to contact you regarding [value proposition] and haven’t heard back. Let me know if:
You’re all set and I should stop bothering you.
You’re interested but just haven’t responded yet.
I should follow up in three months.
You’re being chased by a hippo and need me to call Animal Control.
You can also insert funny animated GIFs into your emails, or a funny video. Again, you don’t need to be a comedian to add humor and personality into your emails, you just need to think outside the box.
9. Optimize for Mobile
Mobile email accounts for 67% of all email opens, depending on your target audience, product, and email type. You simply can’t afford to ignore your mobile users, you have to appeal to them.
Make sure your email is responsive with easily loadable media. Also consider the fact that mobile screens are smaller, so long subject lines may get cut off on mobile devices.
Here are some more tips for appealing to mobile users:
Keep the formatting simple (single-column), under 600px wide.
Use a larger font. Small fonts are difficult to read on mobile.
Don’t assume images are being displayed (Android turns images off by default). Make sure it looks good without them.
Use smaller images to reduce load time.
Use a large call-to-action button. Larger buttons are easier to tap with a thumb.
Don’t place two links next to, or on top of one another. That way, the user won’t tap the wrong one by accident.
All of these tips can help any campaign get better open rates, but don’t get discouraged if you don’t see a turnaround right away.
Email marketing is an art and science, so give yourself some wiggle room to experiment and find what tactics work best for your business and your subscribers.
Email marketing is made up of several moving pieces, but that doesn’t mean it has to be complicated. Here’s how it breaks down…
You start with your list.
You add an email service provider.
After those two steps, it’s just a matter refining your lists and your messaging so you’re reaching your audience and really connecting with them. Plus, you’ll be able to set up some automation in your email service which will make things much easier for you.
Growing Your Email List
What most people do when they want to build an email list is to put an optin form on their website and hope that people sign up. Unfortunately, this strategy usually doesn’t work very well.
To grow your email list, you need to attract people with a compelling offer. You need a lead magnet.
What is a Lead Magnet?
A lead magnet (a.k.a. an optin bribe) is something awesome that you give away for free in exchange for an email address. It doesn’t have to cost you anything to create; most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost.
It can be absolutely anything you want, so long as it provides value to your visitors for free.
Some popular lead magnet examples are:
ebooks
A cheat sheet of tips or resources
White papers or case studies
A webinar
Free trials or samples
A free quote or consultation
Quizzes or a self-assessment
A coupon
The possibilities are endless!
What Makes a Good Lead Magnet?
You already know that a lead magnet needs to provide value for free. But if you want your lead magnet to be highly effective, here are 5 criteria for you to consider:
1. Easily consumed: Lead magnets are only effective when the audience uses them, so if you deliver a 300-page manifesto, you won’t gain traction.
2. Actionable: Lead magnets need to provide an actionable tool, skillset, or useful information that your audience can apply.
3. Creates noticeable improvement: People continue to buy products and services if they work well. Your lead magnet will become successful if it’s as valuable as your products and services.
4. Relevant: If you’ve done your homework about your prospects, you’ll have no trouble coming up with a lead magnet subject that solves problems.
5. Immediately available: People love instant gratification, so give it to them right then and there.
Despite the rise of social media and unsolicited spam email (which is never a good marketing strategy, by the way), email remains the most effective way to nurture leads and turn them into customers.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
1. Email is the #1 communication channel. Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.
2. You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
3. Email just converts better. People who buy products marketed through email spend 138% morethan those who do not receive email offers. In fact, email marketing has an ROI of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.
Email is simply the best way to make sales online.
Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.
Search engine optimization done properly can have the potential to dramatically increase the amount of traffic that a website receives, but all of that search traffic won’t help grow a business unless it converts into paying customers. This is where conversion rate optimization (CRO) comes in.
Conversion rate optimization involves using methods such as A/B testing to make changes to websites and measure the impact they have on a site’s conversion rate. Successful search marketers know that just getting traffic to a site is not enough, what the traffic does once it arrives on the site is just as important.
CRO was once a difficult and highly technical process, but thanks to software such as Optimizely, running tests to improve conversions on your site is as easy as inserting a single line of Javascript. Best of all, Optimizely’s visual editor allows you to make changes to a site without having to write a single line of code.
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You should select subscription list in your builder component
