Related Posts Role of Mobile App Analytics In-App Engagement Dedicated followers of ReadWrite may recall that a couple of months ago I broke my iPhone 4 and spent a week relying on a Google Galaxy Nexus. I enjoyed my experience, but decided that rather than switch to Android, I’d instead upgrade to an iPhone 5 when they became available. (See My Week With Android, Or Why I’m Buying An iPhone 5.)Well, I hate mail-order, and I hate waiting in lines, so I planned to use my repaired iPhone 4 until I could just walk into a store and pick up the iPhone 5 I wanted. I’m not sure that you can do that anywhere right now, but I had no trouble doing so last week at the flagship Apple store in downtown San Francisco. I know that just about every tech writer on the planet has already weighed in on the iPhone 5, so I’m not going to go into the specs and such. Most likely you all know that stuff already.Instead, I’m going to share a couple points that jumped out at me after using the iPhone 5 in my daily comings and goings. Some of these observations may seem obvious to some, but they surprised me. The Bigger Screen: A DisappointmentSure, the iPhone 5 has a bigger screen, but in my daily use, it didn’t seem that much bigger. For viewing websites and apps, I often didn’t even notice the extra size (and that’s not meant as praise). I was hoping the extra space would ameliorate the screen envy I sometimes feel towards Android devices’ whose screens seem to resemble the Great Plains or the Russian Steppes. No such luck. I still have to squint, or pinch-and-zoom to see what I’m looking at.The extra real estate really came in handy only when I happily put 16 apps in a folder, and stuck an extra row of apps and folders on my home screen. That’s saving me some clicking and scrolling as I navigate the 72 apps I migrated from my old phone to the new one. But that’s about it. There’s still not quite enough room for my fingers when typing, so I still make a zillion errors in every sentence. Autocorrect helps, but only to a point. Too often, it correctly spells a different word than the one I was trying to type.The Faster Processor: A Sweet SurpriseI didn’t think a little extra speed in the chip would make a big difference. After all, it wasn’t like I felt my iPhone 4 was slow. I was wrong. Even on the same Wi-Fi connections I was already using, the iPhone 5 was noticeably, significantly faster. Even after a week, I get a little thrill at how quickly apps and Web pages load and present data. It’s so dramatic that I find myself using my phone more than ever, for all kinds of things that I wouldn’t have wanted to wait for on the iPhone 4.LTE: As Awesome As PromisedAs an AT&T subscriber in San Francisco, speed wasn’t my big problem, connectivity and coverage were. But the LTE service in the iPhone 5 seems to help all of those issues, too. I’m getting much better voice connections in my house (which had been problematic) and suffering fewer dropouts and other connection hiccups. And the speed really is amazing. I have 50Mbps Internet at home (see A Love Letter to the Cable Guy, or How Really Fast Broadband Changes Everything), and we have 100Mbps service at ReadWrite World HQ, but I hardly noticed the dropoffs when relying on AT&T’s network.As noted, the faster speeed is encouraging me to use the phone more, so I’m kind of worried I’m going to blow through my data plan and end up spending more money on service – that would be an annoying unintended consequence, although I’m sure AT&T would be thrilled.The Physical StuffThe iPhone 5 is thinner and lighter but longer than the iPhone 4. But none of that really made much of a difference to me. It still fits in my pocket, still feels good in my hand.What did make a difference is that darn Lightning connector. (See iPhone 5’s Lightning Connector Is A Bigger Problem Than Apple Thinks.) I like the fact that it goes in either way, but it doesn’t seem very sturdy. And even though I spent $30 on the stupid adapter, it still doesn’t work on my iPhone speaker units. It charges, sort of, if it doesn’t fall over, but it won’t play the music. Thankfully, the adapter does allow the iPhone 5 to work with the old iPhone connector kit in my car.Two New CapabilitiesThe two most important new capabilities I got with my upgrade are no doubt Siri and turn-by-turn navigation. I’m finding Siri kind of fun to talk to, but not particularly useful. Too often, she doesn’t understand my request, or can’t find me a decent answer, so just returns a Web search. Yawn. So far at least, I’m asking her fewer and fewer questions. Turn by turn navigation is great, though, even with Apple’s sketchy new maps. But at least for me, it’s difficult to set it up and hear the instructions while I’m driving, so it’s not as useful as I’d like when I’m driving by myself. Of course, my Google Nexus had similar voice commands and navigation features, and they weren’t enough to get me to stay on Android. So it shouldn’t be too big a surprise that these capabilities are not changing my life on the iPhone 5, either.Making The TransitionOne of the reasons I decided to go with the iPhone 5 was my investment in the Apple ecosystem – my whole family uses iPhones and it’s nice to take advantage of some the Apple-only features together, like iMessage and FaceTime. (Sure there are other solutions, but these features work really well within Apple’s walled garden.)Moving to the iPhone 5 wan’t completely seamless. It took a few tries to get iTunes (boy, have I ever mentioned how much I hate iTunes?) to back up my old phone and restore everything properly to the new one. I had help from an iOS developer, which was invaluable to learn about a couple key settings to make the process work – especially the need to encrypt the backup to make sure everything moves over properly. Things would no doubt have been easier had I been using iCloud. Or maybe not. (See Cupertino, We Have A Problem.)Once I got everything moved over, of course, there was zero learning curve. The iPhone 5 had all the same apps and capabilities that I was used to using. I did have to re-pair my Bluetooth connections and call AT&T to change my voice mail password – after two years I had completely forgotten it.On the other hand, I also didn’t get that thrill of discovery or the excitement of playing with something new. The iPhone 5 feels like a sweet upgrade, not a brand new toy. That’s a little sad and ironic, but I’m still happy I made the choice. At least until some whizzy new Android or Windows Phone 8 device comes out while I’m still stuck in the 2-year AT&T contract extension I signed to get the new phone.Lead image by Fredric Paul. Inside image by Pamela Robinson. Tags:#Apple#iPhone What it Takes to Build a Highly Secure FinTech … fredric paul Why IoT Apps are Eating Device Interfaces The Rise and Rise of Mobile Payment Technology
The Godfather is an iconic film and novel that everyone remembers and quotes. There are so many remarkable lessons — from Michael Corleone’s hero’s journey to his succession of leadership from his ailing father during a tumultuous gang war. Here are 5 valuable marketing lessons from the Corleone family that will help you take on the Tattaglias, Barzinis and Sollozzos that you face!1. Keep Your Friends Close, Your Influencers CloserIn our social media life it is important to keep in touch with your friends, but make sure you are engaging your influencers. Identify experts and analysts in your industry and build relationships with them. However, as Don Corleone justly scoffs Amerigo Bonasera on the day of his daughter’s wedding to “Ask with Respect” and “Come to me with friendship,” your motive for engaging the experts should be to build a lifelong friendship!2. Give Your Audience Offers They Can’t RefuseI couldn’t say it any better. Great offers reduce barriers to generating leads. How could anyone refuse to read an eBook that has valuable content or attend a thought leadership webinar that keeps them on top of their game? Especially, if it’s free! When it comes to social media and lead generation, great content makes the best offer. Share it so your audience will spread it!3. Don’t Hesitate to Go to the MattressesIf you don’t stand for something, you will fall for anything. Thought leadership is the key to influencing your audience. It will help you to reason with them. Take your strong convictions to the mattresses and build up expertise in your industry. A good example at HubSpot is how we have taken on traditional marketing with our stance on inbound marketing.4. It’s All Personal, Every Bit of BusinessThroughout most of the book (and movie), you are led to believe that every action, every move, is all business. However at the very end, Michael Corleone reveals with this outburst that he alone understood his father the best:”Tom, don’t let anyone kid you. It’s all personal, every bit of business. Every piece of sh*t every man has to eat every day of his life is personal. They call it business. OK. But it’s personal as hell.” Businesses are comprised of people, and using social media is a great way to bring that personal touch to your business and marketing. It also gives your brand personality!5. If You Can’t Change, You’ll be Sleeping With the FishesThere is a huge shift in how marketing is working and being done on the web. Just as Michael Corleone realized he needed to move from New York to Las Vegas to protect his business interests, you need to adjust with the times or find yourself obsolete. If not, your business could end up like Luca Brassi — sleeping with the fishes! So in summary: Learn about inbound marketing and use social media to build up thought leadership. Share remarkable content and engage your influencers. Go to the mattresses with your thoughts, ideas and convictions. But when its over, drop your guns and take the canolis. In then end, it’s always personal!Are there any other lessons you took away from the Corleone family? As always I look forward to your thoughts in the comments! Photo Credit: Amazon.comInbound Marketing Kit Learn more about inbound marketing and how to combine blogging, SEO and social media for results. Download our inbound marketing kit. Marketing Advice Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Jul 9, 2009 9:15:00 AM, updated March 21 2013
Originally published Mar 12, 2010 8:30:00 AM, updated July 03 2013 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Download the free video Learn how to use social media to manage your company brand. Video: How to Use Social Media to Manage Your Company Brand Online and learn how to manage your company brand effectively using social media.
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Viral Campaigns Topics: Originally published Feb 8, 2011 9:25:00 AM, updated July 11 2013 Wouldn’t it be great if you could spend less money and time on marketing and sales, and still get tons of new customers? Some businesses have figured out a way to do this. Companies like Skype, Dropbox and Google have figured out that they can get their customers do the work for them. They’ve managed to build applications that 1) their customers want to share with their friends and 2) are easy to share. These businesses prove that, if you have an exceptional product and you enable your users to invite others to use it, your product can quickly achieve viral growth. Google did this with Gmail in March 2004. Only 1,000 people were initially given Gmail accounts. Those 1,000 people each got a limited number of invitations to share with friends and family. (This invitation-only model made Gmail invitations so coveted, that people started selling them for as much as $200 !) Google finally made Gmail open to the public in February 2007, however by that time the application had already achieved viral growth. By April 2006, just 2 years after the beta launch and still in invitation-only mode, Gmail had an impressive 7.1 million users .So what did it take to achieve such growth in such a short period of time? For those of you who enjoy playing with cool Excel models, David Skok recently published a great article around the topic of viral growth , which includes a handy spreadsheet containing the math. You can use the model to project how quickly an application will gain adoption based on these variables:Initial number of users (1,000 in Gmail’s case)# of invitations each user sends to his friends% of invitees who convert to usersCycle Time: # of days from the time someone first sees the application to the time his invitee sees the applicationI was curious to calculate what Gmail’s conversion rate had to have been in order to reach 7.1 million users within 2 years. I ran the model for the Gmail scenario, assuming that each user invited 5 people to use Gmail and that the cycle time was 7 days. Based on these inputs, Gmail experienced an enviable conversion rate of 21%:Marketing TakeawayAlthough this kind of viral growth is elusive, you can still acheive efficient and consistent growth with the following key ingredients:Make an application that is easy to shareEncourage your users to share it; consider giving incentives for sharing.Create an application with value that is so compelling, your customers will be happy to share it with others!You don’t have to be a software company to leverage viral growth for your business. Instead think about the problems your customers are trying to solve and create an automated way to help solve it. This is the approach we took with Website Grader here at HubSpot and it has now been used by more than 3 million people!What can you do to apply this idea to your business?
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Marketing Topics: Originally published Aug 31, 2011 11:01:00 AM, updated February 01 2017 It’s Wednesday, or Hump Day, as some call it. You’re just about halfway through the workweek at this point. How about an extra little push? No, we’re not talking about a second — or third — cup of coffee. What about some funnies?Over the past few years, we’ve published 45 marketing cartoons. To be honest, it’s actually one of our favorite types of content to publish. After all, cartoons are…well…fun! So to help you cut back on your caffeine intake today, give you a few little chuckles, and offer you some social media marketing knowledge along the way, here are our top 10 marketing cartoons.1. Making Friends in Social Media2. New Facebook Terms Allow Confiscating Furniture 3. Twitterhea: The Unstoppable Urge to Tweet4. Social Media Marketing Madness5. Twitter in Real Life: The Follow-Back6. Digg in Real Life: The Bury Brigade7. Facebook in Real Life: Throwing Sheep8. Big Morning in Social Media9. Google+ vs. Facebook10. Retweeting in Real LifeWhat other social media or marketing cartoons have tickled your funny bone? Which of our top 10 is your personal favorite?
Driving traffic to your site is all well and good, but how do you turn that traffic into customers? To make your growing web traffic worth something (ahem, money?), the first step is to convert those visitors into leads, and landing pages are an efficient, low cost way to get that done.Easily build and embed forms on your site. Try HubSpot Forms for free.But if you’re noticing that some of your landing pages perform better than others, there are some logical explanations behind your underperformers. Let’s take a look at the 5 most common reasons your site visitors click through to your landing page and then abandon it in a flash.5 Reasonable Explanations for Landing Page Abandonment1.) Your landing page didn’t pass the blink test. The blink test refers to the first three seconds a visitor spends on any page of your website during which they orient themselves and glean what they can do on that page. The user clicked to your landing page with a vague idea of what they might find there, but in the first three seconds, it is your duty to make it abundantly clear what they will find on that page. You can do so by crafting a clear headline, call-to-action, and providing a form above the fold.2.) Your landing page had too many distractions. If you only have three seconds to orient a new visitor, you need to let them focus! Remove all visual distractions such as Flash or animation, a navigation that lets them click away, and large and intimidating blocks of text. Instead, include a pleasant (but reasonably sized) image that is relevant to your offer, and make use of all those wonderful formatting tools like bullets, numbers, and bolded headlines to break up text.3.) You didn’t use actionable language. It’s not that your readers aren’t smart; just don’t make them think too hard while they’re on your landing page. Tell them exactly what to do by using verbs and explanatory language in your headlines and on your ‘submit’ button. Let’s do a little compare and contrast. Which headline do you think will result in more conversions on a landing page?Your How-To Guidevs.Download Your How-To Guide About Creating Content for the HolidaysIf you guessed the second one, you’re right on the money! It tells visitors explicitly what they should do on the landing page, and what they’ll receive for doing it. Just be sure to explain the value of your offer with some brief copy after you write your awesomely actionable headline.4.) Your form just wasn’t worth the work. There’s a delicate balance to strike between gathering enough qualifying information about your leads, and losing leads to excessively long forms. If you’re not sure how many form fields are too many, start small and build up. Through the magic of A/B testing, you’ll be able to find your sweet spot where neither leads nor information is compromised.5.) Your offer didn’t match your call-to-action (CTA). If your call-to-action was enticing enough to get a visitor to click through to your landing page, make sure what you actually offer aligns with the original CTA. You can prevent visitor disappointment by being as specific as possible with your call-to-action. If you’re offering a how-to guide, mention what it’s about in both the call-to-action and on the landing page. Use the same language so continuity is maintained throughout the conversion process.If you’re experiencing dismal conversion rates on your landing pages, do a quick check for these five common problems. Once all of your landing pages are in line with these best practices, you can fine-tune and A/B detailed aspects of your page like button color or page layout to get the best possible conversion rate from each landing page you produce.Have you seen a lift in conversion rates from solving for landing page abandonment? What was your most common landing page offense?Image credit: Post-Software Originally published Nov 30, 2011 9:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Landing Page Design
Peanut butter and jelly, Brad and Angelina, sun and sand, puddles and boots, blogging and email. What do these all have in common?They’re all better together!A new study of over 6,000 HubSpot customers shows that among those who use email marketing , companies that blog get 2X more traffic from their email than those that don’t. In this data, “Email Traffic” includes two main sources: traffic from traditional email marketing and lead nurturing campaigns , and traffic from blog post email alerts (emails to people who subscribe to the blog via email). These numbers show that blog emails and traditional emails from customers who blog, taken as a whole, generate more traffic than traditional emails from customers who don’t blog. Download 195+ visual marketing design templates to use for social media posts, infographics, and more. Interpreting the Data Email traditionalists might look at this finding and say, “Bah! You’re conflating two types of email. Of course emails from blogs are going to generate more traffic! Content isn’t that important to traditional email marketing.”But this is old-school thinking. Look at the critique closely. That emails from blogs are going to generate more traffic is intuitive to most marketers — yet many of those marketers continue to pump out traditional emails bereft of engaging content. Blog emails work because they include remarkable content . Include equivalent content in your traditional email marketing — and repurpose the quality blog content you already have — and your engagement will shoot up. Marketing Takeaway As a marketer, I think this study has a simple takeaway: if you want to make email work, you need to focus on the content. How do you focus on content? Create a blog that covers topics your buyer personas find useful, and come up with creative ways to repurpose that blog content (as well as content from other assets like videos, ebooks and webinars) in your emails. A good example of this is the State of Inbound Marketing Report we included in one of our HubSpot emails, featured below.If you want to learn more about creating a great blog or creating compelling email offers, read this business blogging ebook , and our introduction to email marketing . And it’s important marketers invest in the quality of their email content considering the rapid depreciation of email lists. Approximately 25% of your email list expires every year , and you’ll have trouble rebuilding it (or even see more rapid rates of depreciation) without investing in consistently creating quality content. Or worse, you could become addicted to the crack of purchased email lists.If you don’t believe me, just read the story of this marketer who set off to do sophisticated email marketing — marketing automation, actually — without the right kind of content. The results were catastrophic. As he said, “We … quickly discovered that marketing automation is a beast – it devours content . If you don’t feed it, it dies.” What types of blog and email marketing content do you find the most effective? Image credit: spcbrass Topics: Email Marketing Metrics Originally published Feb 28, 2012 5:03:00 PM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Editor’s Note: The free email templates originally featured in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. If you’re like most marketers, email marketing is one of the most powerful channels at your disposal. Email reaches out to an already engaged audience — people who have already said yes to your marketing by opting in to your list (right?). It’s also an incredibly cost-effective channel. In fact, Magill research estimated that marketers earned $39 for every $1 they spent on email marketing in 2012. Now that’s a pretty good stat to include in your next presentation about the value of email marketing if I’ve ever heard one.But how do you take your email to the next level — from a white bread campaign to a five-star email experience? Well, I’m going to let you in on a little secret: You don’t have to start from scratch every time you want to craft a new email. Pre-designed templates are a great way to streamline your email development. After all, you know what they say about reinventing the wheel. That’s why we decided to help you out by using what we know about email marketing best practices and creating five pre-optimized email templates, free to download for a limited time. These templates, which you even can test out using HubSpot’s free software trial, give you everything you need to customize your own email messaging. So rather than fidgeting with column widths or image sizing, all you need to do is insert your email content and … presto! An optimized email in minutes. And to top it off, we’ve also created a helpful guide to go along with it — The Anatomy of a Five-Star Email — which walks you through the 12 components of an effective marketing email. You can download them both here for free.And in this post, we’ll walk you through each of these downloadable email templates, highlight which aspects of their designs address specific email optimization best practices, and talk about the types of email marketing campaigns they can used for. Let’s get started! Template 1: Best for Promoting a Single OfferThis email template takes to heart Da Vinci’s principle that “simplicity is the ultimate sophistication.” In fact, this template is pretty close to the style we use in many of our own HubSpot emails. We’ve learned — and optimization proponents agree — that uncluttering your email messages usually produces the best results. Each email should have a specific goal, and that goal should be immediately evident to the reader. This specific template, for example, is best for promoting a single offer or conversion event.In addition to its clean design, this email template epitomizes several noteworthy email optimization best practices:1) Consistent Company BrandingWhile your emails don’t need to be identical to your company website, giving all your marketing collateral a consistent look and feel helps improve prospects’ overall experience with your brand. In this case, the template echoes the look and feel of the Neambo company website. Because you want the people opening your email to recognize who you are, using complementary brand cues can help your emails stand out from the crowd. In fact, all five of our free templates offer a choice of 33 different colors to enable you to customize elements of your email like its background, headline, and accent colors to mirror your company brand.2) Clear Value PropositionTo generate clicks instead of confusion, your email should immediately address two important value propositions: 1) who your company is and why you matter, and 2) what your offer is and why it’s valuable to your audience. This template does a good job showcasing both of these.First, the company’s value proposition is clearly displayed in the top right corner of this email template — in a marquee, “top of the fold” position. According to Neilson, only 20% of people read below the fold, so putting your competitive advantage front and center is vital to improving email conversions.Beyond a company value prop, you should also address the value of the offer, product, or service you’re promoting in the email in brief, clear, and compelling language. In this template, you’ll notice the bold headline to draw in readers’ attentions, and the copy below it should be used as supporting text that further emphasizes the offer’s value.3) Dominant Call-to-Action (CTA)As we mentioned above, this email template is best for promoting a single offer or conversion event. To achieve it, the recipient must click on the green call-to-action, which is large and visually prominent.An optimized CTA is crucial for bolstering the performance of your email marketing. Even for such a small amount of real estate, 41% of marketers report that optimizing their CTAs is extremely valuable, according to MarketingSherpa. And using this template, you can easily swap the placeholders with your own images and CTAs.4) Relevant ImageAccording to research by 3M Corporation, our brains process visuals 60,000X faster than text. With that in mind, incorporating compelling images in your emails are another great way to capture readers’ attention quickly, engage your audience, and differentiate your emails. At HubSpot, we’ve learned that matching our emails with relevant images significantly boosts our conversion rates. We’ve also noticed that for emails promoting a single offer, showing recipients an image of what they’ll get when they convert (e.g. the cover of an ebook, a screenshot of tools in our software, etc.) also improves email conversion rates. (Same goes for landing pages, too!)5) Social Sharing ButtonsEmail marketing sounds great for generating reconversions from your existing contacts, but how does it impact new lead generation? For instance, at HubSpot, email marketing is one of our top organic lead drivers, even though we’re only emailing people who have already converted into leads. So how does this all add up? It’s all about the shares, people! Adding social sharing buttons will help you magnify the reach of your email messages and reach a whole new set of potential leads with very little effort on your part. You spend so much time developing valuable content, so why not make it easy for your audience to share it with their own networks?6) Visible Unsubscribe Link (And Other Key CAN-SPAM Requirements)You’ll also notice that this email template (as well as all the others in this set) includes a visible unsubscribe link and the physical address for the company’s headquarters, both of which are requirements of the CAN-SPAM Act and ensure your emails are compliant. Neglecting these additions can significantly damage your email sender reputation — and also get you in some trouble with Johnny Law.7) Mobile OptimizedWhile it’s hard to tell from the image of this template, it’s important to note that this template and the four others are all mobile optimized. As tablets and smartphones continue to grow in popularity, keep in mind that more and more people are bypassing their laptop and desktop computers and reading your emails on their mobile devices. In fact, according to research from Litmus, email open rates on smartphones and tablets increased 80% from the beginning to mid-2012 — in just six months! A five-star email message, first and foremost, needs to be readable on every device, so check to make sure your email provider optimizes for mobile (Hint: HubSpot’s email software does … wink wink). When Does This Template Come in Handy?This first template is very multi-purpose. You can use it for just about any email with a single offer or conversion goal — which will probably be the majority of your email marketing. In the example above, you’ll notice the image is product-focused. But if you were to replace this product image with, say, an ebook or whitepaper cover, you’ll probably recognize this as something similar to what HubSpot sends to promote our thought leadership content.This template is less funnel stage-specific. For example, content in emails you might send to promote a single conversion event could range anywhere from an introductory, thought leadership-style content offer such as an ebook, to a middle-of-the-funnel offer like a product webinar, to a bottom-of-the funnel offer like a free trial, to a product upsell/thank you message.Because this template is the most multi-purpose of the group, we had our designers craft three very similar template styles. Which leads us to …Templates 2-3: Variations for Promoting a Single OfferTemplate Two is very similar to Template 1, but it gives you the alignment option of the image/CTA on the left, and the text on the right. Try both options to see which generates the best conversion rate with your audiences. You might even consider A/B testing it! Template Three increases the featured offers per email to two. This template arms you with the opportunity to provide an additional CTA enabling you to test whether your emails convert better with multiple offers. You never know — perhaps your audience prefers the option of two offers to choose from. In addition to promoting specific offers or conversion events, this two-tiled email is great for thank-you/confirmation emails or cross-sell nurturing campaigns in which displaying additional offers is beneficial rather than distracting. For example, if someone just bought red boots from you, they might also be interested in seeing the complementary red backpack or red belt you also offer. Template 4: Best for Ecommerce Emails or Email RoundupsOn the opposite end of the spectrum, Template 4 incorporates a variety of visual elements. This email template is, obviously, designed for email messages that contain more than one possible conversion path or conversion goal.If you have more than one type of offer, experiment with this template to see if its tiled approach generates any additional conversions. For example, if you’re an ecommerce company and your conversion goal is a sale, then any variety of sales from a single email might meet your goals, and giving recipients more choices may actually make sense.Regardless of why this template appeals to you, it’s important to remember that every additional layer of design and content you add to an email increases the likelihood your readers will get overwhelmed. So if you’re trying to get your readers to embark on a very specific conversion path, this template probably isn’t for you.In addition to the email optimization tactics we already highlighted in the first template, here’s how some additional email best practices play out in this template:1) Primary and Secondary Calls-to-ActionCheck out the hierarchical structure of this particular email template. You’ll notice the pyramid approach to featuring both content and CTAs. Even in a rich email like this, you should always clearly highlight a primary call-to-action; in other words, your email’s main goal, which is usually your top-selling product, top-converting offer, or the most desired action you want recipients to take. In this template, the primary CTA is featured above the fold of the email in its own column, with double (and quadruple) the real estate of the secondary offers and CTAs. From there, the template uses design cues to present the secondary and third-tier offers, with subsequently less real estate as the reader moves down. These visual cues tell the reader which parts of your email message you’re emphasizing as most — and least — important. Furthermore, the space at the bottom of the email can be used to emphasize the primary CTA.2) Real Sender NameThis email template also does a good job of improving the personalization of your emails with its placeholder for the email author’s personal signature and headshot. At HubSpot, we’ve found that emails sent from an actual person generate better open and clickthrough rates than emails sent from just the company name. This template makes it easy to upload your headshot and send out more personalized emails with the click of a button.When Does This Template Come in Handy?The most obvious use case for this email template is for ecommerce marketers with multiple products, such as a catalogue store or a photographer’s site. However, this is certainly not the only scenario in which a marketer might want to use this template. For example, a B2B company could use this template to send a year-end roundup of its top thought leadership content like blog articles or ebooks — or to announce widespread pricing changes across multiple products.Template 5: The Best of Both WorldsThis email template is a great blend of a single offer email and a more multi-purpose grid layout, and it plays to the strengths of both — clearly highlighting a primary CTA while offering additional content or offers.When Does This Template Come in Handy?This template would make a terrific email newsletter, with one monthly featured article and a few pieces of supporting evergreen content. You could also use this as a thank-you email, with the primary CTA thanking the user for filling out the form and providing the download or purchase confirmation, and the remainder of the email used to promote related content or products.Editor’s Note: The free email templates originally promoted in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Templates Originally published Mar 15, 2013 9:00:00 AM, updated February 01 2017
Originally published Jun 13, 2013 9:00:00 AM, updated June 25 2019 Let’s face it — it’s really easy to have Shiny Object Syndrome in marketing today. With such a rapidly changing industry, we’re always trying to stay up on the latest and greatest. “New tools! New social networks! New audiences! Gotta try them all!”But sometimes, it’s helpful to step back and remember that some marketing advice is timeless. Tools change, methodologies develop, but there are some core marketing truths that can stand the test of time. And sometimes, one person can be the source of a ton of timeless marketing advice.Today we wanted to highlight one such person: David Ogilvy. Widely considered the Father of Advertising, Ogilvy was the founder of Ogilvy & Mather Worldwide and a prolific writer. Even though his books were published decades ago, his advice is still applicable today. So we rounded up his best advice for marketers to help inspire you on this dreadful Thursday morning. Here’s what Ogilvy has to say:Timeless Marketing Wisdom From David Ogilvy Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Timeless Marketing Wisdom From David Ogilvy from HubSpot All-in-one Marketing Software1) “I don’t know the rules of grammar … If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” (Tweet This Quote)2) “It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.” (Tweet This Quote)3) “Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” (Tweet This Quote)4) “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” (Tweet This Quote)5) “Consumers [decide] to buy or not to buy [based on] the content of your advertising, not its form.” (Tweet This Quote)6) “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” (Tweet This Quote)7) “The best ideas come as jokes. Make your thinking as funny as possible.” (Tweet This Quote)8) “Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” (Tweet This Quote)9) “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” (Tweet This Quote)10) “Never stop testing, and your advertising will never stop improving.” (Tweet This Quote)11) “Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?” (Tweet This Quote)12) “Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.” (Tweet This Quote)13) “Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.” (Tweet This Quote)14) “If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.” (Tweet This Quote)15) “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” (Tweet This Quote)Which piece of Ogilvy’s advice resonated with you the most? Share your favorites with us in the comments. Marketing Advice
“Everyone loves to help salespeople sell. Bring in leadership, technical resources, or someone in your prospect’s role from within your own organization to make your prospect feel like a VIP. Prospects will love having your coworkers on the call — they’ll trust your coworkers to bring a different perspective with a lower perceived bias. You can also use executive connections as a carrot to be traded for a meeting with one of their executives if you are stuck at the influencer level. And, pulling in resources is a fantastic way to network with other people in your company. If you do your diligence and the necessary legwork to make sure the connection is a successful call, you will build your own credibility quickly with your prospect and within your company.”7) Be Open to LearningMark Roberge, SVP of Sales and Services “Treat a prospect as if he or she will be your best customer. By adopting this philosophy, you force yourself to give all prospects the same level of consultation during the sales process and provide them with a solution that truly matches their needs and goals. Happy prospects become happy customers who may refer business to you within or even outside their organization. Down the road, they are also more likely to take you with them when they move companies. By treating every prospect this way, you’ll not only find great clients, but also establish a wide network of trusted contacts over the years.”Corey Beale, Director of Sales “Create cross-departmental relationships. In the long term, a lot of salespeople miss out on strategically setting up internal relationships with people in other departments at their organization. It’s likely that there are dozens of people in your organization who can help you achieve your personal and professional goals. Sometimes their help comes in the form of hopping on a sales call with you if their expertise could be helpful to one of your prospects. Other times it can come in the form of being your mentor for career conversations that broach topics beyond Sales. If you can balance your long-term relationships with short-term quotas, you’ll find that your success grows in both respects.”2) Truly Believe in What You’re SellingJohn Dukes, Sales Manager “Keep learning. If you can’t name a sales book that you’ve read and how you’ve applied it in a previous job, you’re doing a disservice to yourself, your prospects, and your profession. Actively seek out ways to learn from others outside of your day-to-day job: books, coaching, blogs, and peers can all be extremely valuable sources to learn from. Without a commitment to learning from others, you will not improve as a salesperson. Curious salespeople not only seek out learning from others, but they are also good at understanding and uncovering their prospects’ needs during the sales process. Curiosity increases earning potential deal-by-deal and year-by-year.”Sales is a great way to jumpstart your career, increase your earning potential, and grow as a person. You have the chance to wear many different hats in a fast-paced, high-stakes, high-impact role. You have to be an expert on every facet of your product and company. You have to be a great listener, a consultant, a problem-solver, a challenger … all in a friendly, helpful manner. My advice to you? Grab a mentor, leverage your resources, always seek to learn new things and improve your sales skills, and most importantly: always strive to help — not sell — your prospects. Do this and you’ll go far. What do you think makes a successful salesperson? Share your thoughts with us in the comments. “It’s much better for the prospect if the salesperson diagnoses a problem and works with their prospect to solve it. When you’re just starting out as a salesperson, you are often tempted to go into a call with prospects eager to pitch your services, and then ask for the sale. Most of the time, the pitch does not resonate for some reason that the salesperson never uncovers. The prospect then gets turned off because the salesperson seems only interested in helping themselves, not helping them. It’s also not in the best interest of the salesperson as it causes a lot of “deal chasing.” Deal chasing leads to stressful nights because you don’t have any insight into why a prospect doesn’t bother answering questions or returning calls. How do you avoid this? Instead, learn to think like a consultant and seek to really understand your prospects’ goals and challenges. Once you learn to understand and diagnose the problems your prospects are facing, you can problem-solve together. The value of your product will be much more apparent to the prospect, sometimes without even a need for a pitch.”Dan MacAdam, VAR Channel Account Manager “It’s important to invest time at the beginning of the sales process to really understand the prospect’s business. Ask about the company’s objectives, goals, and challenges. The tendency is to want to speed through the “qualification” stages and get to what most people refer to as “selling” or presenting the solution. You need to resist that temptation. Sometimes, it makes sense to schedule an extra exploratory call if you don’t feel like you fully understand the prospect’s needs and the factors affecting his or her decision-making process. If you rush, the things you missed will inevitably come back in the form of objections after you’ve presented an incomplete and less-than-customized solution.”4) Be a Good ListenerDanielle Herzberg, Senior Sales Manager “To be most successful as a salesperson, you need to be skeptical about what your prospects are saying even if they’re saying what seems like all of the right things. Prospects will often tell you what they think you want to hear just to get to the part of the sales process where you talk — that’s when the pressure is off of them. Most prospects don’t want to reveal challenges or share the consequences of their challenges for a variety of reasons. They could be embarrassed, be afraid of repercussions of acknowledging issues, or may want to try to figure out the solution themselves. What do you do in these situations? Use storytelling and positioning statements to help prospects realize that you can help them with their challenges and that it’s worth the risk to reveal their struggles with you. You need to learn how to uncover these things even when prospects don’t want to share. Otherwise, you could be presenting the wrong solution or pitching unnecessarily, wasting everyone’s time and destroying your credibility as a helpful salesperson in the process.”6) Leverage Your ResourcesAlexandra Curtiss, Senior Inbound Marketing Specialist Topics: Sales is a vital part of any organization — if you’ve got a product or service, you’re going to need someone to sell it. Especially in the world of complex B2B sales, having a team of great salespeople is the difference between making or missing revenue goals. In my position, having a great sales team is the difference between sleeping or lying awake night.Getting into Sales can be high risk — but also high reward. There’s lots of demand for great salespeople; in fact there is more demand for sales talent than is available to fulfill it these days. What’s constantly debated at most companies (including HubSpot) is: “What is the difference between a regular salesperson and an exceptional one?” What philosophies, skills, values, and methodologies do the latter use to get ahead and stay ahead?Free Download: 101 Sales Qualification QuestionsTo find out, Niti Shah and I asked a few of our sales executives, managers, and representatives that same question. What we got was an outpouring of great advice addressing everything from how to talk to a prospect, to the value of leveraging internal resources, to the importance of being dedicated, to constantly improving skills and knowledge. They all reflect a common theme: at the end of the day, Sales should be about helping prospects. Here’s how the HubSpot sales team puts our helpful sales philosophy into action. 1) Form Real RelationshipsArjun Moorthy, VP Business Development & Channel Sales “Be genuinely curious about your prospect’s professional and personal life so you can form real relationships. Don’t ask questions just to figure out if you think they’ll be likely to buy your product. Ask questions so that you can truly understand what your prospects are dealing with and what they’ll need in order to be successful with your solution. If you are indeed able to help them with their goals and challenges, you’ll have built the trust required for them to buy and stay with you.”Melanie Collins, Business Development Manager for Media, Publishing, and ISV Partner Program Originally published Jul 31, 2013 12:31:00 PM, updated July 28 2017 “Be honestly curious and helpful. Ask ‘Why?’ A lot of qualification calls sound like a one-sided interrogation instead of a two-way dialog. Questioning with curiosity allows you to challenge a prospect’s assumptions without offending them.”Jeetu Mahtani, International Managing Director “Let the prospect do the talking. If you have trouble pressing ‘mute’ internally, then press the ‘mute’ button on the phone after asking your prospect a question. It will let them articulate their thoughts in full and can help you guide them toward their own conclusions. Initiate a dialogue with a prospect by asking him or her some open-ended questions that can’t simply be answered with a single word. Ask questions like, ‘Tell me more about what an ideal customer looks like for you,’ and then follow up with ‘Why’s that?’ Show them that you’ve listened to a long-winded answer by paraphrasing what they’ve said, and use this summary to transition into a relevant follow-up question. The trick is to ask questions on the call without making the conversation feel like an interrogation. Once you mastered that, you’re well on your way to properly determining whether your product or service can truly help the individual you’re speaking with.”John Sherer, Partner Strategist Agency Prospecting Tips “People can tell when you are saying something you really believe in versus something you don’t. Be confident about what you’re selling and talk to a prospect as if you were sitting down with your best friend face to face. Emotional involvement of the prospect — though only part of a successful, consultative sales process — is still a very critical piece. If you aren’t excited and passionate, how can you expect your prospects to be? Numbers and facts alone will not inspire a prospect to act unless they are emotionally invested in changing. The best salespeople know their products and services can help a willing customer reach their goals. A great salesperson is truly fulfilled when they can accomplish that.”3) Be a Consultant, Not a SalespersonMark Stoddard, International Channel Sales Manager “Be coachable. Are you open to new methods and advice? Do you apply what you’ve learned to your sales pursuits? In interviews, I often role play a specific sales scenario with the candidate, ask them to self-assess, and then provide them with coaching. I then ask them to do it again. Many candidates fail this test because they aren’t great at self-assessing shortfalls and absorbing the takeaways I give them. Some just revert back to their way of doing it and miss the whole point of the exercise. Based on my experience of hiring and managing hundreds of salespeople, this lack of coachability is one of the biggest reasons I see salespeople fail. But, when salespeople embrace learning, critical feedback, and coaching from other people, they make immense progress on a daily, weekly, monthly, and yearly basis. We hire lots of salespeople who have never sold before, yet they become some of our best salespeople because they are so coachable. Ask yourself if you’re coachable and how much of a difference it could make in your sales career if you were.”Andrew Quinn, Director of Training and Development “Asking questions and listening carefully are incredibly important to being a successful salesperson. One carefully worded question could help you uncover the needs and wants of a prospect way more effectively than what you think is a convincing pitch. Also, when listening, leave out affirmations like ‘aha’ and ‘yes.’ Affirmations like these distract and interrupt your prospect’s train-of-thought and show that you’re impatiently listening, just waiting for your turn to speak.”5) Be a Curious SkepticBrian Bresee, Channel Account Manager Don’t forget to share this post! 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