Less emails mean lower brand awareness
Specialists want to warn companies that reducing contact can lead to lower brand awareness. This is also niche and customer specific – but how often customers like to receive newsletters?
If you ask individuals if they get too many emails, almost all will say yes. But this data doesn’t reflect our perception. After all, none of us admit we’d ‘like’ more adverts on TV.
Marketing Sherpa has a proof – according to their research, customers prefer hearing from brands on a weekly or less frequent basis. Please have a look at the chart below:
How often should you send newsletters?
It depends on your target audience – and your niche, Ecommerce experts agree. After all, a fashion brand is going to have more regular news to share than a web designer. But don’t assume that fewer newsletters automatically lead to better results. This has some risks too, just have a look below.
Sending not enough emails:
Sending too many emails:
See how others brands do email marketing
Sean Duffy from Toptable tells of the results of his recent experiment. His default newsletters were being sent twice a week. In order to try a different approach, he decided to start sending emails 1 x a week to half of the new subscribers.
After a month he discovered, that a group receiving two emails per week showed higher engagement: open rates were 86% higher and unsubscribe rate 57% lower.
However, the conversion was better in a group getting 1 email a week – in fact they have made 14% more bookings than the other groups. That proves you have to test different tactics to find a formula that is going to deliver the results you’re after.
Here’s what you should do next:
FREE website critique
We offered FREE website critique to identify other points affecting Cheryl’s sales. We found that the website lacked the same WOW factor found on 4wardThinking social media sites. Their Facebook page had plenty of amazing photos of homemade diapers which were nowhere to be seen on a homepage!
Content on extra pages was not optimized for the search engines, the top menu was confusing and left visitors wondering what are they going to find by clicking each link. The footer featured most recent blog posts – Valentine’s Day promotion. Considering it was an April at that time, it left an impression that website is out of date.
Bland featured content on a homepage was replaced with featured products from bestselling collection – while product images were optimized to show stunning colors and prints. Outdated blog post was removed from the footer and replaced with extra bottom navigation. It is a good tip to include link to a homepage in the footer. That way a customer can skip to the top once she gets to the bottom of the page without the need of scrolling up.
As Cheryl didn’t target any Long Tail Keywords, we have identified two sets with Keyword planner, Google trends and Über suggest. We also used these keywords when creating new blog post for Cheryl. As she loved the post, we agreed on a regular blogging for her site. Cheryl herself admitted she doesn’t blog regularly (time issues), so we were happy to step in.
If you would like to receive website critique for your online store, please click below!
Bob Marley once sang: "Love the life you live. Live the life you love". It sounds so easy yet it's tricky to do on a daily basis. We are naturally programmed to complain, no matter what. We take good things for granted and shift our focus towards lacks and limitations. But it's worth to train our minds to focus on good things as well.
You see, according to the law of attraction, we attract what we focus on. If we focus on negative things, we'll get more of them. But once we filter the thoughts and think of all the positives, more of these start coming as well. It really works - try it for yourself!
Teen charm lost on grown ups
Kim’s target market are teenage girls, therefore she designed her website to appeal to that age group. Pages were bursting with sparkling stars, pink accents and bold purple background. The banners had elaborate font, with plenty of exclamations, kisses and hugs (xo). It looked like another teenage blog.
While appealing to teenagers, the website’s charm was lost on parents and dance instructors, wanting to make a purchase. While Kim admitted she would love to address the site to the teens, she aimed to bring dance tutors and instructors to her site as well. She got in touch with freelance content strategist at Rock Paper Copy to improve her site.
We wanted to give Stretch n Strength a ‘grown-up’ look, while keeping the teen appeal. We knew that sites like Hollister or ASOS - directed to teens - have professional grown-up look. That’s what inspired us when working on Kim’s store.
Kim’s original logo has been replaced with more professional text which doesn’t overlap the banner. In this particular Shopify template logo is not separated from the sliding banner, but it sits within. So using an image for a logo means that it will overlap the banner – as it did in the original design.
Kim had plenty of written content – and that’s what Google loves. The original text however was written in a single paragraph with no visible breaks. We have re-styled the text to allow online scanning and inserted headlines using H-tags to deliver key facts within few seconds.
About us page has been re-styled to highlight Kim’s ballerina and instructor credentials. We also included top information about the products with bullet points. Customer now can get most important facts in a matter of seconds when making a buying decision.
Contact us page has also been created with an online mailing form and a hyperlinked email address for a 1-click-contact. Internal links have also been added on each page to improve site’s SEO and a customer journey.
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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