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CTR, CAC, CPC, CPM and more: What KPIs cannot be missing in your business?

Launching a new digital marketing campaign involves taking a lot of details into account. Among them, it is necessary to define the metrics that you will use to measure your results. After all, what is not measured cannot be improved! Therefore, in this note we are going to tell you which are the KPI’s that cannot be missing in your business, including the CTR marketing and all those that are an essential part of the buyer’s journey.

With the growing number of digital channels that businesses have access to, it can be difficult to navigate the sea of available data. What to look at Where to keep an eye on how our marketing efforts are performing?

The key to all of this are the well-known KPI’s. Of English Key Performance Indicators , these are the key performance indicators for our marketing campaigns .

These are essential metrics to know how the different actions implemented in a business worked , in relation to the proposed objective.

In this sense, indicators make it possible to transform data into actionable information.. What at the same time provides very precise insights on the behavior of a campaign and users in relation to the actions that the company proposed.

Now, what are the most important metrics for a business? These are directly related to your goals. For this reason, the same indicators will not be used in all cases. But nevertheless, If we talk about the essential KPIs, we cannot fail to highlight: CTR marketing, CAC, CPC and CPM.

In this note, we will tell you what allows each of these KPIs to be measured. But before that, let’s find out the importance of the Customer Journey or customer journey in choosing these metrics.

The appropriate KPI’s in relation to the Customer Journey

When planning your marketing actions, it is essential to establish objectives for each campaign. This will provide you with a better understanding of the metrics to use to measure your results.

For this, it may be interesting to consider the main stages of the Customer Journey .. In other words, the instances that it goes through on the way to purchase.

In general, four stages are distinguished: knowledge, interest, consideration and sale.. You can use each of them to identify which key metrics can be used to measure your marketing efforts.

  • Knowledge. In this instance, the user may not yet know your business and the solutions it provides. Therefore, the key is to make yourself known. How to do it? Online advertising, SEO and social networks are the most used routes. How do we measure it? CPM can be one of the most useful options.
  • Interest. At this time the user already shows some interest in your business proposal, therefore, it is a key moment to capture their data and incorporate it into your contact list. What tools will we use? Banners pop ups to attract subscribers, marketing automation and, of course, email marketing . How do we measure it? With CTR marketing and CPC.
  • Consideration. In this instance, the user still does not know if your business is the best option to solve their problem. Therefore, it is very likely that you are analyzing multiple alternatives. What actions can you take? A sequence of emails could be key to offering discounts and promotions, talking about the benefits of your product and making known success stories. How do we measure it? CTR marketing and CPA.
  • Sale. Finally, the sale has been finalized. And here is two fundamental metrics: CAC and CPA .

What is CPM?

A key metric in the knowledge stage is CPM or Cost per thousand. This is directly related to the impressions of your campaigns and therefore, offers a fairly clear view of your brand awareness .

What are impressions? Are the number of times an ad is shown to a user. CPM measures the cost of an ad per 1,000 impressions. For example, if you set a CPM of $ 1, your business will have to pay $ 1 for every thousand impressions of your ad.

The CPM is therefore a good metric to apply when the objective is to reach a certain number of people . This way, you will be able to know how successful your marketing efforts have been in achieving this goal.

What is CTR marketing?

Clicks are a clear indication of how the ad or message shown by a certain brand impacts the user. This is the number of times a link is clicked. These links are usually placed in advertisements and in email marketing campaigns. A good click-through rate can mean that those actions are going well.

Among the metrics that allow measuring the number of times users click on a link, CTR marketing stands out. The Click Through Rate (CTR) or Click Rate is a key KPI, because it shows the number of times a link was clicked by the number of times it was displayed. Therefore, it is related to the number of impressions.

Thus, a high CTR implies that your marketing actions are directing as many people as possible to whatever you are promoting.. If people are clicking, it means they are interested in what your business has to offer. Therefore it is a key metric at the stage of interest within the client journey e .

CTR marketing is a KPI that can also be applied to both advertisements and email marketing. In the latter case, it represents the number of recipients who clicked on one or more of the links you include in your emails. To calculate it, the total number of clicks on the number of emails sent is measured.

This metric can also be used in the consideration stage , especially if you focus your actions on emailing campaigns.

CTR marketing can be a measurement tool that provides precise insights on how relevant your messages are to your target audience.. Therefore, it is an essential metric to include in your campaigns.

What is CPC?

The well-known Cost per Click (CPC) It is another of the key indicators to use if what you want is to measure your clicks. In this case, it is a form of payment according to the number of clicks made on an ad. This is a model used, for example, when buying keywords in Google AdWords.

It is a format that can be useful to know the precise results of your ads. Since the budget is spent based on the number of clicks it receives. Which somehow reflects how relevant the ad you are showing is to the user. At this point it resembles CTR marketing.

Therefore, the CPC is an interesting indicator to understand the interest of the public. Hence, it may be key in this stage of the Customer Journey .

What is CAC?

Another fundamental KPI: Customer Acquisition Cost (CAC). It is a metric ideal for use at the end of the customer journey. That is, after the sale is finalized. Is expresses what your company spends on acquiring a new customer .

Thus, you can assess how much money you have used to impact those users and convert them into customers. You can make this measurement in certain periods, that is, monthly, quarterly, semi-annually or annually.

What is CPA?

Something that usually happens is to confuse the Customer Acquisition Cost with the Cost per Acquisition (CPA). While CAC helps measure how much a customer who ends up buying costs, the CPA allows you to answer: did this campaign make my business earn money?

In this way, the CPA is a fundamental metric to know the financial impact of your campaigns.. In this sense, gives a clearer view of Return on Investment (ROI) .

If you want to know in depth how to calculate the ROI in your campaigns, do not miss this note .

The CPA can be applied in different stages of the Customer Journey , since it can be measured during the development of a campaign, especially in the last three instances: Interest, Consideration and Sale.

To do this, the total amount invested is taken, over the total number of conversions. In this case, When we talk about conversion we refer to the desired actions carried out by the user in relation to the brand. It can be to register for the newsletter, give your data in exchange for a lead magnet, register for a webinar and even buy a product, among other actions. For this reason, the CPA cannot be missing from the list of KPI’s for a business .

Now that you know the main metrics to measure the results of your marketing actions, you have more tools to get closer to the commercial objectives of your business. The best thing is that in case of not obtaining the desired fruits, thanks to these KPI’s you can know where to make improvements to optimize your campaigns. To measure and improve!

FAQ about CTR marketing

What is KPI and what is it for?

In digital marketing, there is no successful campaign without KPIs. KPIs are performance indicators that will reveal whether our strategies were successful or not . They are the metrics that will make the business objectives be met.

What is CTR marketing?

The CTR is that metric that indicates the percentage of clicks on a piece, over the number of impressions. It can be applied to an email marketing piece, in a social media ad, or on buttons within a website.

️ What are the main KPIs?

Within a digital marketing strategy and depending on the platforms used to implement it, you will find the following KPIs:

  • CPM (cost per thousand impressions)
  • CTR (percentage of clicks obtained)
  • CPC (cost per click)
  • CAC (cost per customer acquisition)
  • CPA (cost per acquisition)

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Automotive marketing: effective actions to increase sales

Know the most effective actions of automotive marketing it is more important than ever in a hyper competitive market. And the Omnichannel is the ace up your sleeve to make a real difference in results . You want to know more? We put first and we will tell you about it in this note! ️

 

Today, automotive marketing occupies an increasingly important place in the market. Users are faced with a decision as important as buying a car and we must resort to the best strategies to convince them that they are choosing the right path: omnichannel can be the greatest ally in that race

The way people shop changed radically in recent years, deepening with the Covid-19 pandemic. They no longer only seek to be able to contact a brand through different channels: they need that the conversation is one and find a homogeneous experience from beginning to end

What is the way to adapt to these new consumers? Where are the peculiarities of the automotive industry? How do you find a marketing strategy that does deliver results? Read on and find out!

Simple Omnichannel: Solutions for Automotive Marketing

Connect with your potential customers

If you usually visit our blog, you will already know; And if not, we tell you now: a solid customer prospecting strategy is key in any market , but it is simply essential for the automotive industry. As we already mentioned, buying a car is a very important decision and building a Trusted relationship is key for them as well as for our brand.

Many dealerships still don’t figure out how to reach users and convert to leads to those who visit its different channels on a daily basis. Nowadays, More than 50% of people say they do not trust the prices shown in the ads.

There are different ways and strategies to achieve this:

  • Enrollment forms
  • Pop ups
  • Helpful content

We have developed a new feature called OnSite to create pop-up windows that accelerate your sales or invite your audience to subscribe .. With OnSite you can personalize your pop-ups with images, texts and links with a message of interest that allows you to turn each visit into a new customer.

Another way is through Call to action , motivating the public to download guides or promotions that will encourage them to make the right decision.. Or maybe by subscribing newsletters that show the stock of available cars, along with the most important information about each model, and its main recommendations from the automotive industry. These formats can be used both on your social networks and on your website.

Attract people to your dealership with automotive marketing

With the attraction indicated, sales are assured. Nowadays it is essential to have a attractive presence through social networks or a website. People act online and it is through these platforms that you should get their attention

What is the reason for this resistance to buying in a physical place? Today, 59% of buyers say they prefer to buy online. Why? According to 47% of people, the pressure to make a decision is greater at concessionaires ⏰

Every positive and efficient shopping experience begins with content of interest to your customer, where he can learn about your brand and both the services and products you offer, and then convince him to visit your dealership. For example, offers more information on delivery times and the necessary procedures after purchase.

Retain your ideal audience with automotive marketing

Have you already attracted the public to your company? Perfect! Now is the time to maintain close contact so that the client feels comfortable with their decision. Y yes, omnichannel can be the best ally to offer you an effective onmboarding process that leaves no doubt that you have chosen the right option to buy your car

As we have already mentioned, the advantages offered by email marketing , forms or newsletters are of great importance.. Through these interaction channels, you can always be close to answer questions or finish convince the user to complete the purchase process .

How to do it?

  • Updating your sites and social networks
  • Offering innovative and transparent content
  • Communicate news of the sector and informative material
  • Customize your campaigns
  • Establish a dialogue with your audience

If you monitor the behavior of users and identify what type of car is to their liking, you can contact them via SMS or email offering support or asking if they are comfortable with the chosen model or if they want to see other models with the same color .

A tracking of customer activity It is essential to know why and where each person is in the sales process. As well as for know what can be done to motivate your purchase

Automotive marketing and automation: turn your leads into customers

After having managed to collect a large number of leads, you must know how to use them effectively to convert them into customers . The more you optimize your message, the better results you will have!

How to do it? So much the Email marketing and automation are ideal tools to target the right audience and send them the type of communication they want to receive, according to their interests and location.

For example, you can create an automated flow that, after a visit to your website by a certain car, immediately sends an email presenting different color options or related offers. Or, if someone has already bought a car, you can save your information to send you, after one year, the proposal to change it for a more modern model with a discount.

These solutions will make both you loyal customers and increase sales, attacking the needs of the audience even before they know it.

SEO positioning in automotive marketing

Stay relevant in the automotive industry search engine and dealership is a crucial element in your automotive marketing strategy. Nowadays, it is not enough only with a great website, but it is necessary to have a presence in social networks and a commercial profile that differs from the rest.

To make your work easier, we bring you two essential tools. SEO Powersuite analyzes the links of your competitors, monitors and helps in the selection of keywords and analyze your website to optimize its SEO aspects. On the other hand, QuickSprout analyzes your website, recommends best practices for your positioning and compares your website with that of other competitors

Thus, potential customers will learn more about the services offered and the business culture of the brand, which will enable greater visibility and positioning through keywords.

Boost your brand equity with automotive marketing

Constant innovation is essential. Together with her you can take your business to a new level and achieve more loyalty to your brand. Among so much information available, people choose those services that best match their values and lifestyle.

Using automated marketing in your campaigns will help you boost your business and ensure customer satisfaction.

Automotive Marketing: Measure, Save and Build Loyalty

Analyzing your KPI indicators will allow you to know the scope of your campaigns in relation to your objectives. Using these metrics you can identify if your marketing strategy yields the expected results or if you must modify your decisions before continuing to waste your money.

Providing an experience according to the needs of your client in an efficient way will establish a bond of trust, turning them into a loyal buyer.

By carrying out these actions in your automotive marketing strategies, you will increase the acquisition of new customers, increasing sales and getting closer and closer to your ideal customer. Optimize your resources, improve results and stand out in one of the most competitive industries!

FAQ: Automotive Marketing: Effective Actions to Increase Sales

What is automotive marketing?
Automotive marketing is a necessary tool to transform your company into an optimized business with more sales.

What is automotive marketing good for?
Within an industry in constant innovation, keeping up with the main trends is essential to continue growing your brand.

What are the key concepts of automotive marketing?

  • Potential customers
  • Email marketing
  • Automation
  • Positioning
  • Omnichannel

Tourism marketing: what is it and how to achieve a successful campaign?

With super attractive destinations at all times of the year and a market full of offers, to know what is tourism marketing and how to reach omnichannel is the key to creating a winning strategy Can the tourism sector reach omnichannel? Take a passage to read this note and find out!

Without a doubt, the coronavirus pandemic (COVID-19) not only transformed our lifestyle, but also the relevance of tourism marketing .

With a 95% drop in travel in 2020, travel agencies must optimize their tourism marketing campaigns to survive a potential budget cut.

Places that were previously presented as ideal destinations, today are almost empty. With the industry almost in checkmate, it is necessary to resort to Efficient alternatives for companies and both omnichannel and marketing automation are some of them.

Here is everything you need to know!

Marketing automation adapted to the tourism market

Marketing automation offers process simplification and time savings. This tool is based on all those softwares that automate a marketing campaign, creating responses to certain actions by users through multiple communication channels.

The objective of this process is to consolidate the relationship with your audience , providing an optimized experience as soon as people enter your virtual ecosystem.

How to apply it to tourism marketing? Faced with the new normal that dominates the world, tourism companies receive daily a large number of complaints about travel packages sold, cancellations, accommodation or rescheduling.

A successful omnichannel tourism marketing campaign must

  • Share service statuses
  • Communicate empathically and consistently
  • Give helpful advice
  • Generate content to answer questions

Omnichannel in your tourism marketing

As we already know, promoting ticket sales is one of the main objectives of tourism marketing (worldwide, there was a 41% decrease during the week of December 21, 2020 compared to the same week during 2019). To achieve this, it is key build a solid database and carry out strategies according to the purchase stage each person is in– From searching to buying, through information you need before you travel, useful tips for your trip and content of interest so that you want to return in the future.

Omnichannel is impossible to achieve without proper positioning of your communication channels, Such as your social networks, your presence in search engines or the most popular platforms in the industry. Thus, you will also be able to check which content is most effective for your objectives and find out, in greater detail, what people in your audience want to know .

Use the networks to your advantage!

To better adapt to the crisis, it is essential to define which contact channels you will use to get closer to your audience. Either Through social networks, WhatsApp or email, you should always communicate without denying the current problem.

A warm and transparent message will make your customers trust you more and choose you over other companies. For example, the website Due to the coronavirus pandemic , almundo.com had to cancel its flights and invited each user to complete a form so that they would be contacted by the company in order to solve their reservations.

Good news in times of crisis? Of course!

As we mentioned before, be present and know the needs of your audience it is a key factor. For example, the company Aerolineas Argentinas used its networks to communicate good news: faced with the impossibility of continuing to sell commercial flights, it announced the progress to transfer the Sputnik V vaccine from Russia to Argentina.

A successful tourism marketing campaign builds customer loyalty also by increasing your reputation in such a competitive industry.

An exceptional situation requires differential help

The pandemic not only prevented people from being able to continue mobilizing, but also left a large number of people isolated and stranded in their tourist destinations. In this way, what at first was the joy of knowing a new place, became the uncertainty of how to return home.

In this way, the Tourism City agency , led by the now famous Carla, carried out a communication solving the main doubts and queries of those people who had bought them a ticket. That virtuality does not make us lose that magic touch of human closeness!

Stay active

In times of pandemic, it has already been proven that it is important not to remain silent. Adapting your communication to current times is elementary and will keep you relevant despite a global crisis.

To achieve this, the LATAM Airlines company presented a new category of more flexible tickets with the possibility of change or cancellation at no cost. Thus, he achieved increase your sales at a lower cost and not slow down your operations during the pandemic.

Attractive and educational content

The development of content adapted to the current context can be of great help when it comes to positioning yourself and highlighting your brand. Either through interesting information such as ‘The 10 best activities …’ or ‘5 tips for traveling in times of pandemic ‘ you can increase your reputation.

The current tourist is no longer the same, only through content of value and consistent with the world situation will make people interested in you among so many other options available.

 

The COVID-19 coronavirus pandemic did not impact in the same way in all countries, however 96% of the world’s destinations put restrictions on tourism. In the face of the crisis, the important thing is to stay active and relevant. While other companies pause their tourism marketing strategies, boosting yours can always position yourself one step ahead of the rest.

FAQ: Tourism marketing: what is it and how to achieve a successful campaign?

What is tourism marketing?

Tourism marketing is the promotion of places carried out by companies in the hotel sectors, entertainment venues, restaurants, transport companies to increase their sales.

What is hotel marketing for?

It is in charge of all those actions that focus on offering tourists an optimized service and a differential experience.

What are the main benefits of tourism marketing?

  • Increase sales
  • Reduce costs and time
  • Establish a conversation with the audience
  • Segment databases

Never miss it: how to send a welcome message to a client

If we talk about an omnichannel strategy , a «hello, how are you?» it is much more than a simple greeting Offering a good welcome message to our clients, through email or another channel, can impact the entire relationship with our brand. What is a welcome message? What is it for? How to write it? Find out in this note!

Did you know that the welcome message is the one that captures the most attention from the user?

Imagine this: a person visits your website for the first time. While browsing the site a push notification inviting you to leave your details to subscribe to the newsletter.

So far, the user may not feel interested in giving you their information, after all, we are bombarded by messages of this kind. However, in exchange for doing so you offer him something that is just what he was looking for! It could be free downloadable material, a discount on your first purchase, or exclusive access to an event, to name a few examples.

It’s your lucky day! what you have offered has hit the mark .

What will you get in return? In this case it is the least, the important thing is that in addition to that «gift», the user expects your welcome message almost as long as they will expect, when making their first purchase, the possibility of giving feedback on their experience with the brand. Did I already tell you about Net Promoter Score? I don’t want to deviate too much, but if you are interested in simple customer retention you should read this other note from our blog;)

Undoubtedly, that is the main attraction of this kind of communication, the interest of the user. Because that means only one thing: it will be waiting for that message and, therefore, the opening possibilities are greater .

Now that you have their full attention, it is time to receive it accordingly , what would that be like? Calm down, we will explain it to you below.

What is the welcome message to a customer?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out . Among them, we can distinguish:

  • Subscription to the blog.
  • Register in the online store to buy a product.
  • Leave your WhatsApp contact to receive updates from the company.
  • Subscribe to the brand’s SMS.

Customer welcome messages are communications that we can schedule automatically (sorry, automating is too important not to say ) These respond to that action that the user has just performed for the first time in relation to our business.

What is a welcome message to a customer? The welcome message to a client or subscriber is one that is sent, in an automated way, with the aim of greeting the user and thanking him for the action he has just carried out .

Welcoming is possibly the first direct interaction you have with that person and this only means one thing: their relationship is just beginning . To make a good first impression – remember that it is the most important – there is nothing like giving a good welcome .

The possibilities that this kind of message offers us are endless. Therefore, it is important to know why we should strategically plan this type of interaction with users

Why send customer welcome messages?

Do you have a chair handy? No? So walk over to one and sit down before reading this: welcome messages via email have an average open rate of more than 50%.

Welcome messages sent via email have an average open rate -u Open Rate- that exceeds 50%.

Source: Invest

In the case of SMS marketing , we told you a few days ago that 98% of the text messages that arrive are read by the recipients almost immediately .

What about the messages that you can send to your clients through WhatsApp? These They have an open rate that ranges between 70% and 90%.

As you can see, the welcome message has a lot of potential within your omnichannel strategy.. And this is largely due to the fact that, regardless of the channel you use, the best of all will always be that there will be someone waiting for you on the other side.

In addition, there are other reasons to send a welcome message to a customer . Which? Well, it is what follows in the note

What is the welcome message for?

  • Start building a bond. Relationship marketing is built on quality interactions. A great way to get off to a good start is with your welcome message.
  • Introduce oneself. As we said before, first impressions are key. Taking advantage of the welcome message to introduce yourself and show interest in the user is a perfect way to give that impression that you are looking for so much.
  • Add value. The first message you send to your customers and subscribers can serve to initiate the link with users adding value. That is, guiding them with useful information about your products and services, offering them a kind of guide to know where to start.
  • Publicize a product or service. The welcome message represents a very valuable opportunity to start a conversation with your customers and subscribers, guiding them to discover your products and services.
  • Lead the user to the next step. We have all been new at one time or another, whether in a job or in a group. That feeling of not knowing what to do or where to start is not pleasant. The welcome message can lead users to the next step. They will appreciate that help.
  • Increase conversion. By using appropriate calls to action in your welcome message, you can increase your business conversions.

How do you make a welcome message?

It’s time to get to work on customer welcome messages Where to start? We give you a brief guide so as not to fail.

Define goals

What would become of our strategies without objectives? Where would our campaigns lead us without these goals to be achieved? In the case of the welcome message It is important to define what we will try to do from the moment a user provides us with their data .

For example, it may be that in the welcome message to a client our objective is to reinforce the identity of our brand. Based on this, we will place a strong emphasis on staying connected through our social networks or we will storytelling sharing the history of the company.

In other cases, we may seek to provide useful information, mainly by sharing featured blog articles or tips and recommendations for the use of our platform. While another goal may be conversion. In that case, we will include discount codes, special promotions or exclusive accesses.

The important thing before starting is to be clear about what objective we intend to achieve with the welcome messages for customers.

Choose the right moment

This would be something like having rhythm. The ideal is to welcome as soon as a user registers in our database . However, if it is a sequence of welcome messages, it is possible to use other time frames as well.

For example, if a person subscribed to the blog with their email, an immediate first communication can be sent to thank the registration and share the outstanding contents of the blog. Adding, in addition, links to social networks.

A second email could be sent two days later to share the articles chosen especially for the user. And uA third email would be sent a week after registration to invite the subscriber to a webinar or download content.

In this sense, user segmentation is very important to know what type of welcome message is appropriate.

Customize welcome messages

Something essential in any interaction with customers or subscribers is personalization. From using the user’s first name, to offering relevant content or products based on their preferences. Everything is useful when starting to build a quality bond with our audience.

You wonder, for example, how can you personalize a good email marketing campaign that includes a welcome message to customers? This note has all the answers you need (and a bit more too).

Think of specific welcome messages for each audience

Taking into account that people tend to receive messages from companies frequently, either through email marketing , SMS or even WhatsApp, it is important that in the welcome message we explain precisely what type of communications they are going to receive for having registered.

In addition to indicating the type of messages that we are going to share with them, we must tell them how to unsubscribe or update their preferences regarding these notifications.

Includes calls to action

If you have your goals well defined and segmented users, it will be much easier to include appropriate calls to action in each welcome message .

If your goal is to sell more, your CTAs should direct users to the products you are trying to market. To do this, you can use discounts or promotions to increase interest and sales possibilities.

If what you want is to bring more traffic to your website, it will be essential to include a CTA that links to the content you are trying to position. But yesIf you are looking to increase engagement and generate community, you should focus your CTAs on the social channels of your business, for example.

Templates for customer welcome messages via email, SMS and WhatsApp

Beyond these recommendations, we want to give you something else. Therefore, below we share 3 templates that you can use as a welcome message for clients through email, SMS marketing and WhatsApp .

Because omnichannel is our thing , you already know

Welcome message via email

To create an email Welcome you have multiple options in terms of extension, format, design and elements to use. Remember to always be clear about your goal.

In the template that we will share below, we use the subscription to a streaming platform as an example.

Hello NAME!

Welcome to NAME of the PLATFORM.

Everything is ready for you to start enjoying the NAME of EXPERIENCE experience.

Here are all the details of your subscription:

We will always be here to help you with whatever you need. We would also love to hear from you to personalize your experience. Write to us here.

We would love to hear from you!

Welcome message via SMS

 

To send SMS we must take care of the number of characters. The rule is not to exceed 140. In this case: the good, if brief, twice as good .

Hello!

Thanks for signing up!

Now you can receive before anyone else all our news.

Access your special discount here .

Welcome message via WhatsApp

Although there are no character limits, the recommendation to connect with clients on WhatsApp is also to keep it short .

Remember that in this platform the key is to talk and the ideal is to give rise to the response of the users so that the interaction flows naturally .

Hello NAME!

We welcome you to the COMPANY NAME family.

Thank you for using our services.

All ready to go?

——————————————————————————————————————

There are no more excuses. You have all the information you need to create a perfect welcome message for your audience

Do you have any doubt? Need help? Discover how we can accompany you from emBlue .

 

FAQ: How to send a welcome message to a customer?

What is a welcome message for?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out.

What are the 5 key steps to achieve a good welcome message?

The 5 key steps are:

  1. Clearly define objectives.
  2. Choose the right time to send it.
  3. Personalize content dynamically.
  4. Be very specific about the goal of the message.
  5. Include calls to action or CTAs .

Why use welcome messages to our customers?

The 6 fundamental reasons to use welcome messages are:

  • Start building a bond.
  • Present yourself to customers with the right message.
  • Add value from the start.
  • Publicize our brand, product or service.
  • Lead the user to the next step of the link.
  • Increase conversion.

What is SMS marketing?

What is SMS marketing? How to start a campaign SMS marketing? What is SMS marketing for? Learn how to use it, why choose it, what kind of messages to send and what are its main benefits in this note

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of massive text messages to mobile phones in order to achieve one goal : to announce offers, updates and important communications that seek to generate a sense of urgency in the user.

With mass SMS campaigns we can send messages to a very wide audience, anytime and anywhere in the world. The ease and effectiveness of this type of campaign make them an ideal complement to further amplify the results once omnichannel strategy.

Why choose bulk SMS?

In addition to the high percentage of bulk sms openings , the great advantage of using sms marketing is that the support where it is received are mobile phones. The time on the screen of users with this type of device, assures us that they will know that a message has arrived, through a visual or sound notification or both.

The Pew Research Center conducted a study on this: 98% of incoming text messages are read by recipients. And the time in which the receiver reads a received sms is within the first 3 minutes.

Another point in favor that will make you think about implementing an SMS campaign is that in recent years transactions and visits to websites from mobile have notably increased. According Bambú Mobile , in 2020 the smartphone was involved in 58% of all online acquisitions worldwide and the same was projected so far in 2021.

By connecting with customers on the same device where they make the purchase, you will not have to send them to another place, you will be able to insert your directing links to the url that you want and improve the user experience. Psst: as long as it is optimized to receive visits from phones;)

SMS marketing: ideas for your campaigns

Communicating through SMS represents an enriching challenge for our campaigns: communicating concisely and efficiently . This is a good way to highlight and highlight important information in our strategy for users.

SMS , in a comparison with push notifications , They must also be clear, precise and brief. Taking advantage of the 160 character limit that emBlue allows does not mean reducing the information, but it allows us to exploit creativity to persuade and seduce the user in a few words.

When and why send massive sms campaigns?

As we said, the mass sending of sms is usually used to communicate events or special actions and seek to generate a sense of urgency. Get inspired by some of the examples below:


  • Promotions or product launches , in which the user understands that it is a unique offer for him and for a specified time.

  • Discounts for the acquisition of a product related to another already acquired or exclusive services.
  • Events , such as webinars or special commercial dates in which you will find discounts in our store.

  • Reminders linked to monthly payments, voucher downloads, updates from our organization.

Advantages of SMS campaigns

There are many advantages of having SMS marketing in our omnichannel strategy and the most important thing is that this type of communication does not need an internet connection to receive them.

Our bulk SMS campaigns They will reach the proposed results if they are part of an orchestration of sales tools called within an omnichannel strategy. Can’t you think of how to unify your SMS with your current actions? Start by reading this note about sms and omnichannel that will surely help you

  • Possibility of programming shipping date, time and target group.
  • Unlimited shipments
  • Low unsubscribe rate
  • Possibility of response to interact with your customers
  • Message customization with identification fields
  • Receipt confirmation reports

How to start an SMS marketing campaign?

Surely you are already thinking about your first shipment and what to communicate in it, excellent! But before setting up your first campaign, take into account these factors that will be useful to optimize your results:

  • Control the number of characters
  • Do not include characters that are not universal in all languages, the recipients may not receive them and your message will be ruined.
  • If you are going to include links, use URL shorteners to be able to use more characters in the writing of your text.
  • Perform tests before sending to check that everything works as you wish.
  • Include your brand name in the message, so they can recognize you at first glance.

Do you need more information to implement your SMS marketing campaign? Our team is ready to advise you and implement your first shipment with you and throughout your omnichannel strategy, you just have to ask for it!

Frequently Asked Questions about SMS Marketing

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of mass text messages to mobile phones.

Why choose SMS marketing?

  • High opening percentage.
  • Low subscription rate.
  • Possibility of programming.
  • Increase traffic to your website.

When and why send SMS marketing campaigns?

  • Promotions or product launches.
  • Discounts
  • Events (edit)
  • Reminders

What is emailing and how to include it in your business?

Email has been in our lives for a long time, even before the creation of the internet. However, it is more current than ever, since it has become one of the most used tools by businesses. What is this about? A that offers the possibility of building a relationship with users and thus increasing sales and loyalty opportunities. To do this, the key is in a strategy known as emailing .

What is emailing?

Emailing is a strategy that consists of sending emails in bulk to a list of contacts. These messages serve, among other things, to inform you of the latest news about the business, such as launches, promotions, events, etc. Above all, They are a key two-way communication piece to maintain and consolidate the relationship with leads and customers.

Why the email? You may doubt the effectiveness of email, considering all the tools that have emerged in recent years. In a world dominated by WhatsApp and social networks, what possibilities does email have? What you have to understand is that they are not competition, but rather tAll are media that can be part of your omnichannel strategy.

Basically, omnichannel places customers at the center, allowing businesses to manage communication with them in a coherent way, through the different channels. The result is a homogeneous experience on all platforms and media in which the user interacts with the brand.

In this sense, emailing is one of the channels that a business can use to interact with its contact list.. According to Statistics gathered by Kinsta , email is one of the top 3 content delivery media for B2C and B2B merchants.

And if we talk about the Return on Investment (ROI), at least 59% of marketers say that emailing is their biggest source of ROI.

So email marketing is more alive than ever; It is one of the most used channels to send content and interact with users; and offers a high ROI compared to other media. What are you waiting for to launch your first emailing campaign? Don’t you know how to do it? Do not worry! For that we have created this guide. Here we share the step by step.

Emailing where to start?

In a list of tasks to do to start emailing, where do you think you should start? It all starts with being clear about what you want to say and to whom. This brings us to two fundamental steps:

  • Define objectives.
  • Create a contact list.

Define objectives

What do you want to achieve with your emailing campaign? Knowing the answer is key before starting. No business should do email marketing without a clear purpose. This would make both you, and those who receive your mail, waste time.

In principle, you would waste your time because you would simply be dedicating yourself to a task that will not give you the results you expect. Users would waste their time because surely, by not having a clear goal defined, your message will not be what they expect.

Defining objectives in email marketing serves to set a course, something like saying, that’s where we’re headed! The rest of your strategy will be to map out the route to get there.

For example, if your goal is to add more subscribers to your newsletter, this will define how, when and where you will place the subscription form on your website.. Not only that, it will also determine what type of email you will send to that subscriber list thereafter.

Create a contact list

The famous contact list is nothing more and nothing less than a list of all users who have given their consent to receive the emails of your emailing campaigns.

Sending emails in bulk to people who did not agree to receive your messages is counterproductive. Basically, because it undermines your strategy of Inbound Marketing that consists of putting the user in the center, generating a link, which is based on delivering relevant content of interest .

If you indiscriminately send emails to an emailing list that you did not create from scratch yourself, you probably will not deliver relevant content for those users simply because you do not know them, you do not know what they expect of you. And if, in addition, you insist and You frequently send those emails that nobody reads, sooner or later you could end up falling into the clutches of spam .

To avoid all this, it is best to start an emailing campaign aimed at a list of contacts who have agreed to receive these messages.. You will create this list over time, through subscription forms on your website or on other platforms where your business is present.

An alternative to attract new contacts through your website is Onsite by emBlue. With this tool you can create pop-up windows to invite to subscribe to your news or events. Best of all, it is a resource that you can fully customize, from the design to the behavior.

How is emailing done? Step by Step

You’ve already taken the initial two steps to get started with your email marketing strategy. But there is still much more to tell you. If you wonder what a mailing should be like, then we give you the answer.

Segment your list

Once you have clear your objectives and your list of contacts assembled, it is time for segmentation . Segmenting is, basically, grouping users based on common characteristics, interests and consumption. The most common is to create different lists based on these criteria. This allows you personalize the messages you send and achieve much more relevant conversations with each person you interact with.

For example, suppose that in your contact list there are users who subscribed to your newsletter , others gave you their data in exchange for a lead magnet and there are those who shared their email with you to receive a discount. They are different audiences, with different concerns. You can create a list for each of them and send personalized messages in each case.

Some criteria to segment:

  • By gender, age or geographic location.
  • By individual behavior in your online store or website.
  • Based on the last purchase they made.
  • According to your most recent activity. In this sense, keep in mind that it is not the same to communicate with an active user than with those who have not interacted with the brand for a long time. Find out how to reactivate users through emailing at this note .

Create clear and direct messages

How should the content of your emails be? Of course, it will also depend on the objectives of each type of message you send and the segment of users you are targeting. But beyond this, there are two premises for the content of your emailing: create clear and direct messages.

At the time of writing each email, remember that users do not read each email in detail, they scan in search of the most relevant information. Thus, you have a few seconds to capture their attention and explain the most important thing: what is the benefit you offer. For example, downloading exclusive content, accessing a discount for a certain time, information about a future event, etc.

In addition to making the benefit clear, you have to directly indicate what they must do to obtain it. For this, nothing better than a good Call to Action (CTA) so your subscriber knows what action to take next.

Let’s imagine that you offer a discount for a certain time, in that case you can clearly indicate how long the benefit expires with a timer. Also, at the end of the email you can include a direct CTA like «Access now» , «Buy» or «Redeem» .

Write an irresistible subject

The subject is the most important element in the email content. Just because it is the first impression you make on the user. Erring at this point can represent a low open rate for your emails.

Our recommendations are:

  • Less is more. Summarizing the content of your message in a single line of text is essential to capture the user’s attention at first glance. Each email provider has a different character limit when displaying the subject line, on average they range from 46 to 70 characters. Also, keep in mind that users are increasingly using mobile phones to check their emails. Thus, use as few characters as possible. Synthesize and you will conquer. For example: Checklist – How to correct all your SEO mistakes (only 50 characters).
  • Take advantage of the preview text. Known as a pre-header or pre-header, this text is what is displayed from your message right after the subject line And it helps make sense of it with the additional information it provides. In many cases, you can supplement the subject with the pre-header. For example: Subject: Let your creativity fly on YouTube / Pre-header Discover the best tools and stand out.
  • Talk about benefits. Regardless of what you offer in your mailing, if you do not make it clear on the matter, you run the risk that nobody will ever find out. It sounds terrible, but it is the harsh truth. When writing the subject, focus on the benefit, is the only thing that interests the user. Whoever receives your message will ask the following: Why should I open this email? The answer to that question is the benefit you offer and you must make it clear on the matter.

Take care of the design of your emails

How to make a mailing more attractive? precisely, taking care of the design. Even if you think that what you say is more important than what you show, the truth is that it is a bit of both.

Wording can look lackluster without good design. A good design doesn’t say anything on its own without proper wording. Incorporating visual elements that help give more strength and clarity to the message is essential to keep the user’s attention on the content of your email.

This does not have to be a problem, you can use templates to do it or take advantage of tools such as the Drag & Drop editor with which you can create exclusive designs in less time and easily. Best of all, you will have the possibility to customize each visual element of your emailing.

Schedule the sending of your emailing campaign

When to send your mailing? As you work on your email marketing strategy, you will obtain very valuable information about your audience. This will allow you to know, among other things, what is the best time and the best day to send your campaigns .

What you should keep in mind is that users receive emails on a daily basis and surely they already have an armed routine or specific times of the day when they check their inbox.

The best thing would be to send your messages at the time when users are checking their mail. This will allow your message to be placed at the top of the inbox and, therefore, you will have a better chance that your emails will be read.

To know this you can base yourself on the past activity of users with respect to your campaigns. For example, what time they usually open your messages, what time of day they have sent you a response, etc.

For many it may be a bad idea to send emails on weekends , however, for other companies this may be the main alternative. Everything will depend on the sector to which your business belongs and, of course, on the behavior of your audience.

Measure the results

Finally, when you reach the end of this journey, it is time to measure your results and then everything begins again .

Analyzing the behavior of your emailing campaigns is essential to optimize your future shipments . In this sense, KPIs or Key Performance Indicators are the key performance indicators that you can use to measure the results of your email marketing campaigns.

Some of the most important metrics in emailing are:

  • Open rate. More clearly describes the level of engagement of your audience. Indicate if your audience is interested enough in your content to open your emails.
  • Bounce rate. Lets know what percentage of the emails you send did not reach the users’ inbox. This helps you evaluate the deliverability of your messages.
  • Click rate. Lets see how many of the people who opened your email ended up clicking a link.

There are many more, of course, but with these you can start measuring the behavior of your campaigns.

So far we have come with this emailing guide. We hope you can apply these recommendations and start creating your email marketing campaigns in your business.

Do you need an email marketing solution? Discover everything it offers you emBlue !

FAQ about emailing in your business

What is emailing?

Emailing is the sending of e-mails in a massive way . With its implementation it is possible to establish a two-way communication channel between brand and customer.

What is emailing for?

Mainly, an emailing strategy serves to retain your audience, drive traffic to your website, make sales and communicate important promotions or announcements. It also allows brands to establish a non-invasive contact channel in which the user decides which communication to receive and which not.

How to put together the best emailing?

To create the best emailing campaign, you must take into account:

  • Define the objectives.
  • Create a contact list.
  • Segment your base.
  • Create clear messages and impactful topics.
  • Automate shipments
  • Measure the results

What is remarketing? Techniques and benefits for your business

Remarketing What is it? How will my sales increase? Why is everyone talking about him? Known one of the most important digital marketing techniques to multiply your conversions. Take advantage of this note, gift included! Find out everything you need to know about remarketing

Index

Abandoned cart remarketing.

Remarketing by Up selling.

Remarketing by Cross selling.

 

What is remarketing?

Remarketing is one of the most effective digital marketing techniques to increase sales. Consists in approach users who have already visited or bought on your site to offer them products or services linked to what they have shown interest in

«Remarketing consists of approaching users who have already visited or bought

on your site to offer products or services related to that

in which they have already shown interest «

Implementing a remarketing strategy is not only key when it comes to tempting those customers to return to your business and multiply conversions. It is also a great way to offer them a personalized experience , show them how much you know them, retain them and create lasting links through an omnichannel strategy

Do you want a practical example to fully understand what remarketing is all about?? You need to know how can it be applied ? Don’t miss this snippet from our webinar!

How to increase your sales with remarketing

Isn’t it beautiful when someone gives you a gift and when you open the package you find just what you wanted? Or when you make a gift and whoever opens it tells you « Oh, how did you know Well, that is exactly what your customers will think of your brand thanks to remarketing and that is the reason why your sales will increase .

Surely it has already happened to you on the most important commercial dates such as Hot Sale or Cyber Monday, that promotions about products that you need, or want to buy, come to your email and thanks to that you can compare prices, product functions and buy!

Is that if users feel that you listen to them , they will take you into account every time they have to make a purchase decision. How much in mind? According to a study by the Stanford Graduate School of Business, more than 15% of users return to a store after receiving a first remarketing message

Why will your sales increase?

  • You will make a place for yourself in the minds of users and you will make them remember you. But beware: you must not saturate them with your messages. The Contact Frequency Scoring It is a good tool to know the ideal frequency to communicate with them.

  • You will be approaching users who already showed an interest , which puts you much closer to the conversion that if you try to knock on the door of someone who never had a link with your brand.

  • You will provide users with a true personalized experience , approaching you with the most suitable product according to their navigation, calling them by name in the messages and telling why what you offer is the best option

How? Would you like to know a little more about why remarketing will increase your sales? Well, you may be interested in playing this fragment of the webinar …

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

Types of remarketing for your strategy

Remarketing is the perfect tool to approach you in a creative and personalized way to those users who have already visited your business, whether or not they made their first purchase. But, depending on what the journey of each user has been, the strategies that we can apply are different

Abandoned cart

Have you noticed that users enter your business online, fill their carts and then leave without completing their purchases? Frustrating, right? According to EcommerceNation , 78% of customers abandon their purchase process before finalizing it

«78% of customers abandon their purchase process before finalizing it, but 25%

of those who enter the site for the second time if they complete it. «

Source: eCommerceNation

But this has a solution in an abandoned cart strategy: according to the same study, 25% of those who enter the site for the second time will complete their purchases, and 80% of them are made within 24 hours. after the first admission. Because sending an email to users reminding them of what they were so interested in can really impact your conversions

Up Selling

This remarketing strategy consists of contacting users who have already made a purchase in our business to offer them a product or service of a higher category than the one they purchased, such as premium versions or limited editions.

For up selling to work well, it is key to know well what type of buyer each user is and take into account their purchase history to reach them with the right product or service.. Did you buy a fan? Won’t you be interested in this air conditioning at a good discount?

Cross selling

It is about contacting those users who have already bought from your online business but, in this case, to offer them complementary products to those they purchased. For example, if a user bought a tennis racket, we could offer them a good discount on a racket bag or the best clothing.

Email marketing and remarketing: the winning team

Email marketing consists of sending mass emails to a contact base in order to promote a brand or its products and services. And, when it comes to doing Remarketing is the best channel to achieve personalized and relevant campaigns at a very low cost.

Are you worried about making your investment worthwhile? Well according to the Direct Marketing Association, email marketing has an average return on investment rate of 122%. And if you use all the functions that email marketing offers you, you can increase your sales up to 3 times with the use of triggers mails

In addition, it is one of the channels that offers a greater possibility of personalization , being able to write to users by their name or letting our creativity fly when writing the most original subjects .

On the other hand , it is possible to automate sending emails so that they come out at the most appropriate time according to the decisions that each user is making in your online business. Not only will you arrive with the perfect message, but also just in time

Achieve personalized communications and build customer loyalty? Increase conversions? Save time and make your investment worth much better? You have already seen that all of this is possible thanks to effective remarketing!
What is missing then? That you start your own remarketing strategy and tell us how it went

Step by step to implement it in your strategy

The first step before starting is to know your audience well and put your customers at the center of your strategy. By doing this, you will have already taken the first and most important step to achieve effective remarketing .

When you already know who you are going to talk to, their tastes, preferences and customs, then it is time to attract them creatively. Because The second step is to be the most original and relevant with each of our messages.

Being as creative as we can is key to standing out among so many communications. You can too appeal to a sense of urgency by including custom pop-ups in different URLs of your site with OnSite , the new emBlue tool or using Push Notifications on your mobile devices.

The third step? Define objectively how often we contact users in our remarketing strategy avoid spam and excesses! There is nothing worse than the repeating ad Over and over again so invasive These tips are keys to your remarketing strategy and that is why in this video you will be able to know a little more about them

Once you have contemplated all this, and in the final stage of your strategy, you should think about what will be the channels to implement remarketing effectively: Google ads , social networks, email marketing, SMS marketing and push notifications, to name just a few. They all have their peculiarities, but the same goal: personalize to get closer to customers and increase conversions .

Our favorite? Without a doubt: at the time of show users that we know them and establish a conversation with them, the best and most relevant option is email marketing

Remarketing in your omnichannel strategy

Users are more willing to engage in conversations with brands that share the same values. That is why it is important that you include the remarketing in your omnichannel strategy and use it to connect with your customers after the purchase or if they have not yet decided to buy.

In addition to increasing your conversions, you will connect with their specific needs and you can do it in a non-invasive way, you must differentiate yourself from the competition! We all want to sell, loyalty and create a community very few do.

Did you know that getting a new customer is 25% more expensive than working for someone who already bought you to do it again and that you are 60% more likely to sell to a previous customer than to a new one?

Now that you know, it’s time to launch your omnichannel strategy and include remarketing in it to increase your sales and strengthen the bond with your customers, like a professional!

Frequent questions

What is remarketing?

Remarketing is a digital marketing technique that consists of contacting users who have already visited or bought from your business to offer products or services related to those in which they showed interest.

What are the types of remarketing?

Abandoned cart , for those who did not complete their purchase process.
Up selling , to offer users a product superior to the one they already purchased.
Cross selling , with which customers are offered a complementary product or service to the one they have already purchased.

Why choose email for remarketing?

Email marketing allows personalized and relevant campaigns at a low cost. Strengthens the link with users and allows automating each of the messages according to user behavior.

What is the difference between remarketing and retargeting?

Retargeting is a sub -category of remarketing. And it consists, specifically, in the use of cookies to serve ads to users who re-enter the website.

Sales Funnel: Why Your Business Needs One Now

Whether you dedicate yourself to digital marketing or are thinking of entering this world, there is a concept that you should know like the back of your hand: the sales funnel . In this article we will tell you a little more about what a funnel is, how it works and why it is key in your marketing and sales strategy.

What is a sales funnel? What does funnel mean?

Before, a distinction.

Funnel is the Anglicism used to name what in Spanish is known as “ funnel ”.

Put this way, the sales funnel, also called sales funnel —And in omore particular cases called a sales tunnel – is the way youA company establishes the different points of contact with its users from the moment it reaches the business, until the moment it sells.

Not sooo long ago we talked about the conversion funnel . No, we do not forget: there is a difference that separates the conversion funnel from the sales funnel. The sales funnel records the steps that the user goes through until the sale or payment of a service or product is made.

The conversion funnelInstead, it identifies all intermediate events that can be considered as conversion. It can be a registration, the installation of an application, the download of software or what your brand considers that is not, precisely, a sale.

What is a sales funnel for?

As we already told you -and as you can imagine-, the sales funnel has a very clear objective: to sell. However, the path to this goal is marked by more specific goals that are part of the final goal.

  • Solve a need of your users. There is no possibility of selling if there is no real interest in offering something to our clients and adding value to them. This contribution usually occurs, for example, if we provide them with content that responds to their queries, fears or wishes.

 

  • Build trust. The pandemic has heightened the need for brands to be – and show themselves – trustworthy. It’s not just about providing a service or product, it’s about building links.
  • Reduce costs. Knowing in advance the stages that the user goes through before buying will allow your company to anticipate decisions, reducing the cost of acquisition per customer.
  • Strengthen the relationship with the commercial team. The sales funnel, in addition to being an ally of the marketing team to know what actions to take, is essential for the sales team, since in addition to using this tool to improve their conversation with users, it nourishes the funnel thanks to its knowledge.

Phases and strategies for your sales funnel

Unlike the conversion funnel , where we can identify the stages where the user is standing in relation to our brand Top of funnel, Middle of funnel and bottom of funnel the sales funnel seeks to understand the stages of the sale in a strategy omnichannel. And although there are several ways to build this funnel, this is usually the most used:

Initial contact (brand awareness)

As in Upper Funnel or Top of Funnel, at this stage of the sales funnel, the contact will surely be unaware of the existence of your business or have not considered the possibility that your product or service would solve their need (it is even very likely! that neither he himself knew that he had that problem or desire! ) .

It is, in this phase the objective is to make a first contact with the user so that he knows us. Social Networks, Online Advertising, SEO, Events, Webinars, Press, etc. are just some of the sources.

Interest (awareness)

You have done a great job so far! Users have already been impacted by your brand and can recognize it. However, this is not enough. Now you must generate leads, converting users into traffic, obtaining at least the main contact information: Name, email and a telephone number.

In this phase, the mouth of the funnel has a large number of prospects, many of which will have different states of interest, the most advisable thing is to appeal to marketing automation for their qualification.

Have you considered, for example, a welcome sequence with email marketing for your new prospects? Did you leave your data in a banner pop up of your site? In this case, the recommendation is to start with a greeting and provide more information and details about your business.

Consideration

Or do we better call this stage «comparison»?

In this instance, the user is still not convinced if your business will be the best option for their desire or problem. And for this reason, it is very likely that you are looking at multiple alternatives.

However, there is good news! Impacting the user at this stage is easier than before: You already know who he is, what he is interested in and how to reach him. Take advantage of these tools to drive the consumer through the sales funnel.

At this stage, we recommend incorporating elements that generate an omnichannel experience and personal. That is, where the user is impacted by a congruent message through one or more channels, where they receive from us a response to their doubts, wishes or fears.

In this step, an email marketing sequence could be a great ally to reach the sale. These are some content that you can share through this channel:

  • Exclusive promotions and discounts
  • Benefits of your product, service or company
  • The questions most asked by other users
  • Case studies (Also called «successful»)

Sale

You’ve got it! Your arguments have been convincing and Your value proposition has been superior to that of the competition. In this instance, the user is already willing to buy from you. It only remains for me to do so.

Only a minority% reaches this stage of your sales funnel and there is still a small margin for error. Even in the best strategies, there is a cart abandonment rate of around 70%. And this is where we must be prepared.

To increase the chances of making the sale, we suggest you use two very effective tools: Email Marketing and WhatsApp.

E-mail Marketing

Prepare sequenced communications that can resolve customer doubts – still potential – is undoubtedly an excellent strategy. Here, our recommendation is to create one or more E-mail Marketing campaigns integrated in such a way that a trigger is fired when a user decides to abandon the purchase.

In these emails it is possible to include information about the product or service that was to be purchased, to emphasize the benefit lost by not buying it or testimonials from other buyers (in case the problem lies in trust)

WhatsApp

Undoubtedly one of the great communication channels of recent years: WhatsApp. Start a conversation with the potential buyer of your product or service through this channel It is a way to understand the fears and frustrations that led to discouraging the acquisition, but it is also a great opportunity to provide personalized attention.

In this case, a simple hello and question can completely change the picture. Check out this example!

Seller : Hello, name. How do you feel? I have seen that you have not been able to complete your purchase of XXXXXXXXXXXXX. Can I help you with anything?

Retention

Now yes. Finally. You have sold! And while this is a wonderful result, there is still more to do in the sales funnel. This funnel does not end a Once the sale has been made and the user has his purchase in his hands. Let’s analyze why.

In the retention stage, the objective is that those who have already bought from us choose us again and recommend our business to others, for that it is important that you know their experience: here you can implement NPS surveys .

A fact that maybe you did not know A satisfied buyer is 9 more likely to buy again from us ( which positively affects our costs per sale) .

If you offer a product or service by subscription for example, and you have to send monthly notifications such as payment documentation or updates, then an automated SMS marketing or push notifications strategy is the ideal option.

For this reason, In this instance, the recommendation is to focus efforts on after-sales. That is, continuing the link with the potential client according to what we understand is of value to him —This thanks to the information we already have about the person-, resulted in a more positive experience with our brand.

Conversion Funnel FAQ

What does funnel mean?

Funnel is the Anglicism used to name what in Spanish is known as «funnel»

What is Marketing Funnel?

Marketing funnel is the way in which a company establishes the different points of contact with its users at each stage of the sales process to develop a strategy adapted to each moment.

How does a funnel work?

A funnel works with the logic of an inverted triangle, that is, the value action (sale or conversion), is one of the last steps of the pyramid and graphically the narrowest. In this way, there is a parallel between the number of users who participate in each stage, in order to establish and improve metrics.

What is Upper Funnel?

Upper Funell It is the widest and upper part of our funnel. It tries to reach as many people as possible, and then work to refine their interest and make the conversion more concrete.


What do you think of this information? If you have been curious about how to work on your omnichannel sales strategy, we invite you to get to know emBlue.

4 examples and direct marketing strategies to scale your business

The form of communication with which you choose to address your potential clients is a key factor in the results you achieve. Today we come to present you a very interesting alternative, but above all, an option that can give you great benefits: the direct marketing. Have you heard of him? Discover all the details in this note.

What is direct marketing?

Let’s start at the beginning: what is direct marketing? It is one who, as its name implies, speaks directly to a specific group of people. Therefore, when looking for definitions of this technique we have found on more than one occasion the idea of «target». This is one of the main characteristics of the concept, since direct marketing is directed almost exclusively to a specific target .

When marketing actions are precisely targeted at a specific audience, there are two benefits that become apparent:

  • Actions are better targeted.
  • The investment is less.

Better targeted actions avoid wasting resources, thereby saving the business money. In other words, we could think of direct marketing as a more accessible alternative for small and medium-sized companies .

In some ways, this method bears some similarities to relationship marketing , since it tries to maintain direct two-way communication with users. In fact, according to who is considered the father of marketing, that is, Philip Kotler, direct marketing refers to «Direct connections with individual consumers who were carefully selected to elicit an immediate response from them and cultivate lasting relationships . »

It is through direct marketing strategies that brands can create more relevant dialogues and conversations with their target audience , which contributes to maintaining and strengthening the bond with this target over time .

It’s all about better engaging with the specific audience we are targeting and building more effective connections. They must be supported, mainly, in bring the right message, at the right time. Something that is also very in tune with him automated marketing .

What is the goal of direct marketing?

Before we mentioned that one of the key characteristics of direct marketing is the target, it is a strategy that is always directed to a specific audience. Now we must talk about another of the pillars of this technique: its objective. What is the goal of direct marketing? generate a precise action by the user. Therefore, all actions include a Call to Action (CTA) or call to action.

In this sense, direct marketing examples would be:

  • Visit our online store.
  • Subscribe to our newsletter.
  • Sign up here.

While other strategies aim to educate potential customers about the products or services of the business, direct marketing mainly seeks to persuade users to take a specific action. As we said before, the key element is the incorporation of calls to action that prompts them to act.

In this way, the success stories in direct marketing campaigns will be those that manage to achieve this objective.

It is important to bear in mind that what is sought through a direct marketing action is not always the sale. Everything will depend on the moment in which the user is with respect to his purchase journey or Customer Journey. Sometimes the goal is for the consumer to fill out a form, download a lead magnet, complete a survey, or any other desired action. Are conversions that bring that potential customer closer to the purchase or collaborate in the loyalty of the customers you already have .

Types of direct marketing

We could say that this marketing strategy was born long before the internet came into our lives. Therefore, when speaking of types of direct marketing We cannot limit ourselves to those that we can find in the online world. So, we will talk about two classes:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

Digital direct marketing

Direct digital or online marketing uses channels based on new technologies to bring its messages to a specific target. These means are:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

It is more than clear that if you have to opt for an alternative, all roads lead to direct online marketing.

What are direct marketing strategies? + Examples

We share 4 examples and direct marketing strategies to take advantage of this technique and improve the results in your business.

1- Make good use of your database

We could say that one of the most valuable tools in marketing is the database. This is the list of users who agreed to give you their contact information so that you can send them your brand communications. Thus, you can impact the user with the right messages at the right time , which is one of the techniques that provides the best results in any type of company.

Therefore, the key is to make good use of that database, which implies adequate segmentation.. This is: dividing users into small groups based on the common characteristics they share.

You can use as many criteria as you deem appropriate, from age, gender, occupation and location, to interests, needs, income, etc. This will allow you elaborate highly personalized messages that will be much more relevant for each segment or target .

Direct marketing examples : segment users who completed the registration in the online store, but did not buy. In that case, you could send them an email with a discount to take advantage of their first purchase.

If you want to discover how to segment your customers step by step, don’t miss this note .

2- Analyze in detail the behavior of users and personalize your messages

Now that you have segmented your contact base, what remains is to extract valuable information from each group. Therefore, you must study the behavior of users to understand what their purchase journey is like and what are the patterns that they follow. Based on this, you can create well-targeted messages to generate the desired responses.

Segmentation of your contact base and studying their behavior will allow you to know them in detail. Thus, you can create personalized messages for that audience. This is precisely the essence of direct marketing: impact users with relevant messages that encourage them to take the indicated action , be it registering, completing a form, sending a response, downloading something and even buying.

For example, suppose that a segment of users became interested in a certain product on your website. You can send communications offering complementary articles from the record of consumer activity on the page, this is known as remarketing. Find out what it is and its benefits at this article .

Without a doubt, it is a key resource for your direct marketing actions. Did you know that in emBlue do we have an ideal remarketing tool for Cross selling and Up Selling ?

3- Integrate several channels

Can direct marketing be omnichannel? Should be!

To boost direct marketing actions, nothing like the integration of multiple channels. You can use marketing automation platforms to send messages to users through the right channels at key moments.

For example, the link may begin with the user’s visit to the website. From there, Through personalized pop ups with tools like OnSite you can encourage potential clients to leave their data. Then, you could start an email sequence and even interact through other platforms such as WhatsApp, if the user prefers immediate attention through this channel.

The interesting thing is that you can offer different options so that your potential client is the one who chooses through which channel to interact with your brand .

Of course, ensure that in each of the media that you use in your strategy, the user has the same quality experience, because that is what omnichannel is all about .

4- Measure the results

Finally, the fourth and last of the direct marketing strategies that you should not forget is to measure the results. If there is something that characterizes this method, it is that its campaigns are very easy to measure. If, for example, you want start an email marketing campaign to get users to use a discount coupon through a CTA, it will be very easy to know how many open the email and how many click on the link. Through specific metrics you can measure and optimize your actions.

Some metrics you can use are:

  • Open Rate (OR). Indicate the number of times users opened your message.
  • Click to Rate (CTR). It is the percentage of the number of clicks that the content of your email had.
  • Click To Open Rate (CTOR). It is the number of clicks on your piece, over the number of opens.
  • Bounces. They are the recipients who for some reason could not receive your email in their inbox.
  • Desusciptors. Number of users who have decided to stop receiving your communications.

By measuring and analyzing your results you can improve your campaigns more and more and with it, the results.

If you want to increase your conversions, direct marketing can be a great ally. Are you planning to apply it in your business?

Direct Marketing FAQ

What is direct marketing?

Direct marketing is one that focuses its energy on conversing with clients based on data and interests that define them, to create assertive and relevant communication.

What is Direct Marketing for?

In addition to saving time and resources, direct marketing serves to define specific objectives for each audience . Thus, better results can be achieved with the least effort, defining the stage of the customer journey and creating strategies to meet the objectives set.

️ How to apply direct marketing?

  • Make good use of your database
  • Know and analyze the behavior of your users
  • Personalize your messages
  • Integrate channels
  • Measure the results

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