Lead Nurturing Strategy Development Tips


From the outside looking in, it can often seem like email marketing is like a career in fishing: cast the net wide and hope you catch something good. But true marketing professionals know that successful selling is actually about connecting, nurturing and building a relationship that in time may yield a sale.

In this post, learn our favorite tips for nurturing your leads and turning them into customers.

Lead Nurturing Defined

Lead Nurturing Strategy Development Tips“Lead nurturing” could easily be renamed “relationship building,” because this is exactly what you are doing. You are building a trust-based, authentic relationship that may in time yield a sale.

The Purpose of Developing a Lead Nurturing Strategy

It can be tempting to assume the internet has rendered relationship-building obsolete. In fact, the internet has made relationship-building more critical than ever. With the ease of any company to reach thousands of potential customers you must develop a lead nurturing strategy that helps you stand out.

Also, your lead nurturing strategy must now factor in long distance lead nurturing as well as local lead nurturing. What can you do to replicate the experience of sitting down face-to-face when your lead lives half a world away?

Your strategy must also have a timeline by which you can gauge how much time to spend before putting a prospect on the back burner or move them up in your sales cycle. With the analytics and automation tools this has become easier than ever to optimize your lead nurturing strategy.

Lead Nurturing Strategy Development Tips

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Holiday Email Marketing Tips


Holiday Email Marketing TipsThe holiday season is almost here. Email marketing is a proven and solid strategy for promoting viable offers during the holidays. This is the primary reason exceptional marketers take advantage of this shrewd marketing method. It is vital for you to take steps that can help you keep an edge over your competitors. Let’s go over several holiday email marketing tips that can help you reach your targeted audience with ease.

Plan Your Campaigns in Advance

Many marketers make the grave mistake of setting up their marketing campaigns at the last-minute. This is one of the biggest reasons why they fail in getting a high response rate from their potential customers. Statistics show that last-minute email marketing campaigns fail poorly. Your preparation should begin several weeks before the holidays so that your campaigns do not get cluttered with the several other email marketing campaigns being sent out during the holidays. This will give you an opportunity to develop a good relationship with your subscribers and find out what they enjoy about your business.

Be Creative

Your subscribers will be bombarded with many advertisements during the holiday season. It is imperative for you to take measures that will help your campaigns stand-out. Being creative with your emails is one simple way of separating yourself from the competition. One way to do this is by testing different preheader text to generate the most opens. This preheader text gives the recipient a little information about the email and can be more descriptive than the subject line. By offering a special deal, subscribers will be more apt to open your emails and eventually click through to that special. Offering a special deal will give your subscribers an incentive to buy your promotions. For more ideas check out our previous blog about making emails more interesting.

Capitalize on Mobile Traffic

At FireDrum we encourage marketers to create email campaigns suitable for mobile traffic by utilizing responsive email marketing templates. At this present time, over 66% of emails are read on mobile devices. Close to 46% of conversions take place on mobile devices so make sure your site is also mobile ready to capture a large chunk of your audience. Mobile traffic during the holidays can take your email marketing campaigns to the next level.

Keep Your Messages Fresh

A simple and unique reminder leaves a lasting impression on subscribers. Start sending marketing messages before big retail holidays like Black Friday and Cyber Monday with consistently different messaging. Your marketing messages should be short teasing promotions that remind your subscribers about big events. Be sure to map out your entire process and schedule all emails early so that you’re not scrambling to get your next message out. Try also resending campaigns to subscribers with different messaging to increase conversions.


Testing can help you create successful email marketing campaigns during the holidays. Test your subject lines and marketing messages. Select the subject lines and marketing messages that provide the best results by testing early. Beginning early gives you the advantage to A/B test emails and utilize different subject lines to generate the highest Click-Through-Rate.

The holiday season is around the corner. Email marketing is one of the best ways of reaching your targeted audience with sale promotions. Using the email marketing tips listed above can help increase your conversion rate during the holidays.

Why Should Email Marketing Templates Be Responsive?


Responsive Newsletter
Google’s recent major algorithm change, dubbed “Mobilegeddon”, was focused on rewarding mobile-friendly websites by ranking them higher in searches. For many, it was a change long overdue; internet searches on a smartphone or a mobile device are much higher than those done on a laptop, tablet and or desktop. So, while having a mobile-friendly website is a must when reaching today’s consumer, does that necessarily mean that an email marketing template should be responsive as well? It most certainly does, and here’s why:

1) Increased Click-Through Rates (CTR)

A responsive email template typically has a higher click-through rate (CTR). Customers that can easily navigate your email are ones that are more likely to respond to your call to action and click on your links. Your CTR is a critical portion of driving traffic to your website and an email campaign that isn’t easily navigated, or too difficult to read on a tablet is sure to frustrate users and force them to abandon pursuit.

2) Increased Customer Engagement

Increasing customer engagement is crucial. A mobile-friendly website accomplishes nothing if your emails themselves aren’t mobile-friendly. After all, your email campaigns drive a considerable amount of traffic to your website and they work when your customers are engaged and interested in your message. Increasing that traffic involves more than just sending out emails and hoping for the best. It’s no longer a numbers game. Instead, success involves testing that email on multiple addresses and continually tweaking that campaign with A/B split testing in order to find a layout where CTR is optimized.

3) Improved Sales

In the end, email marketing is all about increasing revenue. An email that is easy to open across all mobile devices is one that reaches today’s on the go customer. It increases your marketing reach and keeps you in in touch with your customers, while simplifying how you deliver time-critical information.

It’s not enough just to have a website that’s mobile-friendly. Your email is a primary marketing outreach tool and must be widely accepted on every device. This will increase your email open rates, increase CTR on campaigns and drive more targeted traffic to your website.

FireDrum Version 4.3 Released


Released 10/13/2015

Automatically Resend to Members Who Didn’t Open Email

We are really excited about this new feature! There are many reasons why someone may not have opened an email. Maybe due to bad timing or the subject line may not have enticed them. Often times you will want to resend an email to recipients who have not opened it. Now you can do this with a click of a button. When scheduling your campaign, just select the option to resend your email. You can even change the subject line, preheader text and the email delivery time; ultimately increasing your open rates.

PreHeader Text

A preheader is the short summary text that is displayed after the subject line when an email is previewed. Most email providers insert the first line of your email into the preheader. With FireDrum, you can now choose the text that you would like to be displayed in the preheader area. Here are some examples for what you can do with preheader text: extend the subject line, provide a coupon or an offer, thank the customer, summarize the email. Email recipients will use preheader text to determine the contents of your email. Therefore, you should use this as a tool to generate emotion and get people excited to open your email.
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How to Avoid Gmail’s Block Button


The goal of Gmail’s new “block” button is to keep user inboxes free from spam content. But Google has left it up to each Gmail user to decide which emails are spam and which are legitimate. This makes navigating the block button a tricky task for marketers with legitimate messages to send. In this post, learn the best tips and tricks we recommend for how to avoid getting caught by Gmail’s new block button.

Tip #1: Make it super-easy for members to unsubscribe.

If you have to choose between an “unsubscribe” and a “block,” we highly recommend an unsubscribe. An unsubscribe simply says “I don’t want to receive this anymore,” while a block says, “You just sent me spam.” Your email list manager won’t mind the former but it will consider the latter a black mark against your sender record. Get enough blocks and your URL could be blacklisted as a spammer.

How to fix this: Make the “unsubscribe” button up front and prominent so your recipient isn’t tempted to reach for the “block” button instead.

Tip #2: Send your emails frequently enough so subscribers don’t forget who you are.

Have you ever gotten a phone call from someone you only met once or twice? Chances are good you struggled to place their name with a face – awkward!! This is what it can feel like to a subscriber who only hears from you occasionally. They might even forget that they know you and then….BLOCK.

How to fix this: Send at least once per month but preferably at least once every two weeks to keep your subscribers’ memories fresh.

Tip #3: Deliver awesome content.

No matter who you are (or whether recipients remember subscribing to your list or not), if you deliver truly awesome, amazing, jaw-dropping content, there is a better than average chance it will get read and you won’t get blocked.

How to fix this: Send out viral-worthy content that is so good, your subscribers will want to keep it all to themselves!

Tip #4: Watch and monitor your “blocks” rate.

Anything new – Gmail’s block button included – has novelty value. The good news is, this novelty value tends to diminish over time…and not very much time, either. So if you notice a temporary hike in your blocks after your first post-block button send, just take a deep breathe and start doing a bit of research. Tweak your campaigns, take time to clean up your list and trust that the novelty value will wear off over time.

How to fix this: You might even add a “Talk Don’t Block” survey on your emails to encourage subscribers to tell you why they are choosing “block” rather than “unsubscribe” – this can reinforce your reputation in email marketing as a legitimate sender and promote positive recipient engagement rather than another click of the block button.

Tip #5: Don’t send too frequently!

Finally, this last tip should be obvious, but the need for a block button makes it clear that the reminder is valid. Unfortunately, what is “too frequently” for one subscriber may not be frequently enough for another subscriber, so your goal here is to strike a balance.

How to fix this: As with everything that relates to subscriber preferences, if you are not sure where that “just enough email” line falls, ask your subscribers! Use a poll or survey with closed-end options (once per week, twice per month, et al) to find out how frequently recipients would like to hear from you.

Analyze the Impact of Your Email Marketing Campaigns


Impact Analyze
Analysis is definitely not the “fun” part of any sales or marketing campaign. It doesn’t feel creative in the same way that designing or even sending a campaign can feel. Yet once you understand the power of the analysis phase, you may actually look forward to the post-send reports! This is because these reports contain the meat of what you need to know to deliver even better results in your next campaign.

Here are three critical tools you need to effectively analyze the success of any email marketing campaign.

Tool #1: Open Rate

This measurement tells you how many subscribers both successfully received AND opened your email message. In other words, these are the folks who have a strong interest in what you are sending out.

Goal: Your goal for future campaigns is to figure out what enticed these people to open your email and do more of that.

Tool #2: Click-Through or Conversion Rate

This measurement takes a look at the folks who received, opened AND interacted with your email message. Maybe they filled out a form or made a purchase. Perhaps they completed a survey or responded to a poll. Typically this group is a sub-group within your “open rate” group.

Goal: Your goal for future campaigns is to get more of the folks who opened your email this time to interact with it next time.

Tool #3: Unsubscribe and Bounce Rates

This is a less-pleasant part of the analysis, but it can be a great tool to adjust everything from your send frequency, to your subject line and/or to how many links you include in your campaign.

“Bounce” rates refer to subscribers who were unable to receive your email campaign. This may be because their email is no longer valid, because there is a typo in the email address they used to subscribe, because their firewall has settings too strict to allow your email through or for other reasons as well. Ideally, you want to follow up with each “bounced” subscriber and try to get a new, valid email address to send to.

“Unsubscribe” rates include folks who have forgotten they joined your list and now think you are spam and also those who simply aren’t interested anymore. Typically it is best to let these subscribers go

Goal: Your goals here are to lower both the bounce and unsubscribe rates by updating your email database with new, valid email addresses.

By analyzing if and how those on your subscriber lists interact with your email campaigns, you can adjust everything from your CTA (call to action) to your landing page (where subscribers go when they click-through) to improve results for future marketing campaigns.

A/B Testing


A/B Testing

Using A/B Testing to Improve Marketing Campaigns

In the marketing and advertising industry, the most important keys to success are research and testing. In the hit television series Mad Men, ad executives can often be seen holding focus groups on just about every project they worked on during the Golden Age of advertising; these days, A/B testing is a more efficient method to gauge the effectiveness of marketing campaigns, and it does not require the complexity of hosting live focus groups.

The concept of A/B testing has been around since the early 20th century; however, the advent of the Internet makes it easy to split campaigns and gauge results in an effort to increase engagement, a strategy that is also known as split testing or a/b split.

Understanding Split Testing

A/B testing requires two distinct campaigns for the same end result; this can be two newsletters or two versions of a promotional email message. The idea is to apply variables, which can be defined as different elements. For example, two email messages designed to entice recipients to download an e-book may have different subject lines and content as variables.

Let’s say the e-book being promoted by means of split campaigns is about business productivity. An A/B split may use one email message with a subject line of “Five Ways to Boost Productivity” while another message may feature “5 Proven Methods to Become More Productive.”

The variables may be even more subtle; for example, the best time to send a message to business audiences can be between 9 am and 5 pm, when they are more likely to be at work and checking their BlackBerry devices; but, what about sending the message later? To this effect, message A may be sent at 10 am while message B could go out at 7:30 pm, when recipients are more likely to be relaxing or on their way home from work.

Testing Combinations to Increase Engagement

Once variables have been selected, they can be combined for the purpose of evaluating test results. By using an email marketing platform, marketers can create a number of combinations to be sent to different recipients, but no more than once per individual. The goal is to come up with a winning combination, which translates into higher engagement and a greater potential of conversion.

A typical determination of a winning combination would be the message that was read the most, or that generated the highest amount of clicks. The action evaluated may be even more concrete: our example of a business productivity e-book may call for a review of which message elicited the most downloads.
When measuring engagement, marketers must view reports with an open and analytical mind. The variables should not be limited to time of day, subject and content; these are only the base elements. It is recommended to think outside the box with ideas such as:

  • Choice of graphics
  • Promotional language
  • Intent
  • Font combination
  • Opening and closing

Using these A/B testing concepts will increase open rates, click through rates, and most importantly, revenue.

Email Marketing List Management and List Segmentation


Email Lists
Today’s email marketing tactics are sleek and sophisticated – and often considered “top secret” by those using them. However, a peek behind the curtain shows that most companies that are experiencing success with email marketing today actually use similar approaches. In fact, one of the most successful of all approaches boils down to simply grouping your email list – a process called “segmentation.”

In this post, learn techniques for putting email marketing segmentation to work in your email marketing campaigns.

What is Segmentation?
“Segmentation” in a nutshell refers to separating your master email list into smaller groups of individuals with shared demographics, interests, and goals. If you do a good job segmenting your master list into smaller groups, you can then design email marketing campaigns that really hone in on the needs of each individual group.

Tip #1Start simple with your segmentation.
One of the simplest and most effective types of segmentation is simply to separate out your current customers from your prospects (i.e. those who have not yet made a purchase from your company).

Because these two groups often have different questions, concerns or needs, you can focus on converting prospects into customers through special offers and other perks, while upselling current customers and tapping into their social networks for additional referrals to new prospects.

Tip #2Know what your segmentation options are.
There are a variety of additional ways you can segment your list. Age, gender, geography and life stage (student, homemaker, retired, et al) are some of the most popular distribution options. You may see these or other options forming within your company or industry.

One of the best ways to approach segmentation is through brainstorming. Gather together your marketing and sales staff and brainstorm a list of possible segments you could use for different types of email marketing campaigns. Keep this segmenting list handy as you evaluate campaign results so you can make changes as needed.

Tip #3Behavior prediction based on segmenting.
Our email marketing software comes with a full suite of analytics and reporting tools so you can analyze and evaluate how a newly segmented group’s actions and reactions evolve over time. The ultimate goal is to develop your ability to deliver the perfect email to the individual that most wants to receive it. These may develop into static segments – segments that do not change from campaign to campaign.

As you get to know your segmented groups better through analyzing their interaction with your campaigns, you can begin to predict what they might do in Scenario A versus Scenario B (which, for our purposes here, might represent two different possible marketing campaign options). You can also get a sense of how frequently they purchase and how valuable they could be to your company over the long term.

Tip #4: Segmentation based on past history.
Finally, as you become more skilled at predicting the behavior of those receiving your email campaigns, you can begin to segment out super-specialized groups based on their past behavior when receiving a campaign.

For example, if you notice that a certain sub-segment in your group clicks frequently on a certain type of item or sale, you can segment those individuals out so they receive more emails containing items similar to what they are most interested in. This will boost the likelihood of them buying those items from you in the future.

By implementing these four tips, you can begin to extract the best value from your email list.

Increase Email Marketing Open Rates Using Preheader Text

Mobile Preheader Text
Despite what other businesses want you to believe, email marketing is anything but dead. It can be one of the most potent ways to connect with your customers, to create sales, and to foster the kind of interactions that allow your business to flourish.

The trick is knowing the right email marketing tricks. These are the kind that only the most observant and brilliant businesses use.

Let’s explore how email preheader text can specifically increase your open and click-through rates, which in turn will dramatically increase the effectiveness of your email marketing.

What is Email Preheader Text?

The first step to understanding why email preheaders are so effective is to understand what they are. Most businesses aren’t even aware that they exist.

Email preheaders are much as they sound like; they’re text that acts independent of the subject line to give the recipient a brief overview of what is contained within the email.

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5 Strategies to Make Email Marketing More Interesting


email marketing strategies Email is one of the most useful tools for productivity, but most people seem to have a strong dislike towards promotional emails filling up their inboxes. The problem isn’t so much the fact that marketers are attempting to connect through email to generate more leads and develop customers, but the way they go about it.

Today’s email marketing strategies must encompass some new ideas if marketers wish to be successful. Incorporating these five email marketing tactics is sure to increase interest and boost response rates, even from the people who constantly complain about junk mail.

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