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Email Marketing: Why phishing emails (unfortunately) work … and what marketers can learn from them

August 8th, 2018
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I was riding in the car with my wife’s uncle. And when he found out that email marketing was one of the things I work on, he said, “Oh, so you send spam. I hate spam!”

It goes without saying, spam is bad marketing and I don’t support it. As I’ve written before,email marketing is just a means to an end. And the end should be helping a person

我提出这个问题是因为我们今天要去一个非常黑暗的地方:网络钓鱼电子邮件。

Let me be clear. Phishing emails aren’t marketing. They are a flat-out scam. The role of marketing is to help a customer perceive the value and cost of products in a world of choice to — ultimately — make the best choice for them. Phishing emails are just plain thievery.

虽然网络钓鱼电子邮件最终无法提供价值,但它们确实会传达价值。不是每个人,而是对特定的受众。这就是为什么有些人对他们采取行动的原因。

So let’s see what legitimate marketers can learn from them. Let’s not be close-minded because their intentions are wrong. After all, for the marketer who seeks to grow his personal capacity, there are lessons everywhere. So here are some email marketing insights from email marketing scams.

什么是网络钓鱼电子邮件?

Earlier in my career, I worked in the IT security space for a bit, and I learned that the weakest link in security isn’t that encryption could be hacked.

是你。和我。

从本质上讲,这就是网络钓鱼。与其尝试一些复杂的技术方法来偷窃,不如让人们自己的意志行动。这是一种社会工程的形式。他们正在使用诱饵来捕捉受害者,而内脏的方式总是让我想起“韦恩的世界”中的这一场景。

你可以看到15个网络钓鱼电子邮件的示例, and I’ve included a few of the most common types below.

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电子邮件测试:来自同行的7个提示以进行电子邮件转换优化

May 10th, 2018
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We recently asked the MarketingSherpa audience for tips on running effective email tests. Here are a few of the most helpful responses to consider as you start to develop an email testing program.

提示#1:从发送时间和主题线测试开始

“Testing and measuring open rate data for send times and subject lines is the best place to start. Once the open rates increase, you can work on the messaging to improve email engagement and conversions.” –内容营销专家Markelle Harden,经典入站

Tip #2: The language of your best customer

“主题线测试是一种不可思议的方法,可以深入了解最佳客户的语言,我们使用它直接影响其余报价。”– Al Simon

Tip #3: Don’t overlook the landing page

“Landing page tests are especially important and often overlooked. The more seamless the experience leading to the call to action, the higher the conversion rate. I have seen conversions increase substantially as the landing page was edited based on test results to more specifically match the offer.”- Susan F. Heywood,营销人员,教育家,企业家

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Email Clickthrough Rate: 9-point checklist to get more clicks for your email marketing by reducing perceived cost

2018年4月5日
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为了帮助您提高电子邮件营销的点击率,这是一个九点清单,可最大程度地减少收件人在电子邮件中点击的感知成本。此清单来自电子邮件消息传递在线认证课程taught by MECLABS Institute (MarketingSherpa’s parent research organization).

你可以click here to download a PDF of the Email Click Cost Force Checklist(no form fill required, instant download), and I will walk through the checklist step-by-step in this blog post.

电子邮件点击成本力量

For macro decisions, like a purchase, you likely spend significant time and resources ensuring that customers want to purchase the product.

但是,很容易忽略客户每天做出的较小的决定 - Micro-Yes(S),例如单击电子邮件。

Every decision you ask prospective customers to make has a perceived value to the customer as well as a perceived cost. The “force” of value or cost is a term designed to discuss the strength of the effect of those elements on the customer’s decision-making process.

Put simply, if the value force is stronger, your customer will take the action you are asking. If the cost force is stronger, your customer will not take the action.

For example, could the customer be concerned that you are sending a phishing email, and by clicking through they will get a virus or be scammed in some other way? That is a cost, a major cost.

但是每次点击都有成本。即使是他们手机加载他们要单击的登录页面的数据的时间。

Now, theactual价值or cost of the email click isn’t what determines if your subscribers will act (although it could affect their likelihood to take future actions). It is the感知到客户甚至采取行动之前的成本或价值。毕竟,他们不知道自己将真正获得什么价值或在采取行动之前会产生什么价值。

This checklist will help you minimize the perceived成本of an email click to help you increase your brand’s email clickthrough rate. For a checklist that will help you maximize the perceived价值电子邮件点击,以及清单,以帮助您增加电子邮件列表并提高开放率,您可以下载这捆六个电子邮件营销清单

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电子邮件开放率:9点清单,通过降低感知成本来为您的电子邮件营销提供更多的打开

2018年3月21日
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The Radicati Group predicted that the average business user would receive 97 emails per day in 2018.

97 emails per day.

So why should they open yours?

为了帮助您优化开放率,我们为您提供了九点清单,以最大程度地减少电子邮件打开的感知成本。此清单来自电子邮件消息传递在线认证课程taught by MECLABS Institute (MarketingSherpa’s parent research organization).

你可以click here to下载PDF of the Email Open Cost Force Checklist(no form fill required, instant download), and I will walk through the checklist step-by-step in this blog post.

EMAIL OPEN COST FORCE

对于宏观决策,例如购买过程,您可能会花费大量时间和资源,以确保客户了解产品的价值。

但是,很容易忽略您的客户每天做出的较小的决定 - Micro-Yes(S),例如电子邮件打开。

Every decision you ask prospective customers to make has a perceived value to the customer as well as a perceived cost. The “force” of value or cost is a term designed to discuss the strength of the effect of those elements on the customer’s decision-making process.

Put simply, if the value force is stronger, your customer will take the action you are asking. If the cost force is stronger, your customer will not take the action.

Now, this isn’t theactual价值or cost of an action. It is the感知到成本or value before customers take an action. After all, they don’t know what value they will really receive until they act.

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Optimizing Email Capture: 9-point checklist to grow your email marketing list by minimizing the perceived cost of opting in

2018年2月27日
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In the early days of email marketing, many sites used to brag about their FREE email newsletters and try to entice customers to SUBSCRIBE FOR FREE.

Today, many email marketers have simplified the ask to “Subscribe Now” or “Send Me Updates.” Email newsletters with no monetary cost have become so commonplace that it is no longer worth mentioning.

请注意我如何说“没有货币成本”而不是“自由”。电子邮件时事通讯实际上不是免费的,而且他们从来没有。当然,绝大多数人不需要货币付款,但他们花费了客户的时间。而且,注册涉及的摩擦和焦虑本质上也是客户的成本。

So to help you get more opt-ins for your email list, here is a nine-point checklist for minimizing the perceived cost of the email capture. The checklist is from the电子邮件消息传递在线认证课程taught by MECLABS Institute (MarketingSherpa’s parent research organization).

您可以单击此处单击此处获取PDF的电子邮件捕获成本强制清单(no form fill required, instant download), and I will walk through the checklist step-by-step in this blog post.

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MarketingSherpa问:我如何写电子邮件ll?

2017年11月3日
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我们经常收到有关电子邮件订户的营销建议的问题。我们没有在一对一的电子邮件通信中隐藏这些答案,而是在MarketingSherpa博客上发布其中一些答案,因为它们可能能够帮助许多其他读者。万博APP世杯版下载如果您有任何疑问,让我们知道

询问MarketingSherpa:嗨,丹尼尔!

Maybe you can help me.

My position is Advertising Sales at a Print Media Magazine.

您可以在构建电子邮件以使我的现有客户或新客户与我们做广告方面指导我有什么建议?

亲爱的读者:好看的杂志!

这是我可以给您的最好的建议 - 想想您刚问我的问题。我并不是说听起来很苛刻,有99%的卖广告的人会以同样的方式措辞。

但是,将其视为客户。您是否希望有人“让”您做广告?不!您想要价值。

So take a customer-first marketing approach. What value can you provide to existing and new clients? And that goes for both those that buy from you and those that don’t. Focus your email around that. Nobody is waiting to get an email that sells them something. However, an email with value for them, now that might get a response.

那是我的最佳技巧。此外,此PDF成绩单 -Email Messaging: How overcoming 3 common errors increased clickthrough 104%— has some good advice based on our research.

And we go even deeper in this online course —MECLABS Institute Email Messaging Online Certification

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狗万体育安卓版营销101:什么是添加?

2017年10月6日
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营销本身都有一种语言。这是我们在一系列帖子中的最新信息,旨在帮助新营销人员学习该语言。您发现自己在入职期间最常向新员工解释什么术语?Let us know

Deduplication, or deduping for short, is the process of removing identical entries from two or more data sets such as mailing lists.

也称为合并和清除,出于很多原因可以进行涂抹。例如,MarketingSherpa的母公司MeClabs Institute的营销团队需要为其在线认证课程提供列表。

基本上,如果学生参加了所有四门课程,那么他们将在学生的四个名单上。

So if Erin Donker, Associate Director of Marketing for MECLABS, wants to send an email to all the course students, she would dedupe the master list of enrolled students so that a particularly industrious one who is enrolled in all four courses wouldn’t receive the email four times.

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How to Drive Conversion Using a Value Proposition-focused Testing Strategy in Email Marketing

September 27th, 2017
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您公司的价值主张是对这个问题的回答:“如果我是您的理想客户,为什么我应该通过竞争对手向您购买?”

虽然这看起来像是在您的着陆页上生存并消失的东西,但需要将价值主张带入营销的各个方面,尤其是您的电子邮件。这是客户最能与您互动的渠道。

Plenty of email marketers have begun at least light A/B testing — subject lines, images, button colors — but value proposition is often an untapped area of email testing that could lead to serious returns.

There are four elements that increase or decrease the force of your value proposition:

  • 上诉:我想要这个报价多么糟糕?
  • Exclusivity:Where else can I get this offer?
  • 信誉:我可以相信你的主张吗?
  • 明晰:您实际上提供什么?

以Willow Creek为例,以此为例,该案例研究在所有这四个要素中都涉水。

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电子邮件营销:五个想法,以增加您的电子邮件的感知价值

August 16th, 2017
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本文部分告知The MECLABS Guide for Optimizing Your Webpages and Better Serving Your Customers。有关更多信息,您可以下载the full, free guide here

Email messaging is a constant evolution of tiny tweaks and testing, always in search of the “perfect” formula to keep customers interested and clicking.

The ugly truth is, of course, that there is no perfect email formula. You will always need to test to see what is working — and what will continue to work for your customers.

You always need to be striving towards value. People will open your email and engage with it if they perceive that it will provide some value or service to them.

营销人员和客户不应该反对的ir issues, concerns and needs are yours as well. So it follows that when you focus on customer-centric tactics that put providing value before promoting your own product, engagement is bound to follow.

实际上,根据a MarketingSherpa online research survey与2,400名消费者进行的“电子邮件”与我无关的消费者被选为第二个最有可能退订公司电子邮件列表的原因的原因。

这意味着在计划发送您的发送时,相关性和价值比以往任何时候都重要,这里有五个关于如何做的想法:

Idea #1. Turn your email into a personal note, not a promotion

This is something that all marketers struggle with — we getting tunnel vision, focusing only on meeting certain goals instead of looking at the customer’s perspective and needs.

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狗万体育安卓版营销101:什么是灯箱?

August 4th, 2017
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灯箱是有争议的。这是一个网站元素,基本上是营销的“西边故事”,您要么要对其进行反对。选择侧面,同事撕裂。

We went through this ourselves at MarketingSherpa. Hopefully, you noticed but were not incredibly annoyed that we feature a lightbox on our site. It appears to first-time visitors after they’ve been on a page for 10 seconds.

与大多数人一样,我们的Lightbox是一个网站覆盖层,它鼓励访问者注册我们的新闻通讯。诚然,我们收到了一份有关他们的投诉,该投诉已通过电子邮件发送给我们的客户服务部门。因此,作为回应,我们查看了数字。

Numbers don’t lie, and our numbers say that people use this lightbox. We get quite a few sign-ups to our newsletter with this tactic, and we’re not alone.

I went through our case study library to see what other information we had about marketers’ interactions with lightboxes and what they had found when testing them.

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