Tag: Email

How to Effectively Engage Your Audience Through Email Marketing

Gone are the days of Spray and Pray email marketing. You cannot do those once customary ‘Email blasts’ to every subscriber on your contact list. The email marketing landscape has changed rapidly, thanks to the ever-increasing demand for personalized messaging. Striving for higher subscriber engagement is the primary reason behind this transition. However, things are not as simple as they seem to be since subscriber engagement is about sending the right message to the right message person at the right time.

As per a recent report by Campaign Monitor, “Increasing customer engagement rates was the most important goal for 58% of marketers and the most significant barrier for 44% of marketers.” These numbers show how much customer engagement means to email marketers and how crucial it is to enhance it.

Hence, I have compiled a few of the most effective tactics that you can pursue to take your subscriber engagement rate through the roof.

Dynamic and storytelling content

‘Content is king,’ and content hasn’t earned that title just like that. For any communication, be it personal or professional, communication is the soul, which stands true for email marketing. Weaving storytelling content in your emails would immediately elevate their online experience. They would be hooked from the get-go. However, it is some extra effort to sync your storytelling and branding together, but it is subscriber engagement you are aiming for, so you go to give it everything.

You can feature value-added content in your storytelling, such as news, tips, customer success stories, tips, and much more. As per a Forbes report, “millennials no longer become engaged through pure ads.”

When you strike the right chord with the subscribers, your engaging content will start impacting the sales as well. Connecting with people at a personal level leaves a profound impact on their buying behavior, and if executed right, it can do wonders for your brand.

If you are also looking to enhance your email campaign’s engagement appeal, then look no further than Mailchimp email experts or Marketo certified experts. They are the best in the business of taking your email marketing endeavors to the next level.

Impactful subject lines

On average, 121 emails are being received in every inbox each day. That’s a lot of emails, irrespective of whether they are personal, professional, and promotional. Now, in this sea of emails, the subject line is the deciding factor if your emails would be opened or will be another forgotten message that was never read in the first place.

It’s imperative to create subject lines that make a substantial impact on the readers. They will appeal to them and boost your engagement rates. A well-crafted subject line is short, tempting, and descriptive. You can go for different tonalities such as personal, informational, how-to, etc. Inserting emojis in subject lines is clever since they promise higher CTRs.

Here is a good example of how a precise subject line can set the right premise for your email. The subject line for Postable’s email says, “Refer your friends and get $$$.” The messaging is to the point clear, and hence, the recipient knows exactly what to expect once they open the mail.

Source: Really Good Emails

Personalized emails

A Campaign Monitor report found that “improving email personalization was the number one goal for 38% of marketers and was also the number one challenge for 36% of marketers.” To achieve personalization in your email marketing campaign, you can practice marketing automation, email list segmentation, and even third-party integrations.

Striking that chord with the recipients is easier if the content you serve them is relevant to them and as per their interests. Personalization doesn’t stop at just adding their name in the subject line. Instead, you can engage with them in even more ways, such as writing first-person emails and more. The plan is to give them a feeling that you understand your email subscribers and value them.

The following email template example depicts the point I am trying to make. When a subscriber sees the recipient’s name at the outset, they will trust you more, which would lead to much higher engagement. This email sounds more like a well-thought letter than a robotic email that you and I already receive truckloads of on a daily basis. Hence, a personalized email is a perfect start to have a loyal and engaging subscriber base.

Source: Really Good Emails

Segmentation of your email lists

Personalization gets you higher subscriber engagement, and nothing comes closer to personalization than segmenting your target lists. As email marketers, we create so much content that we sometimes forget diversity amongst our respective user bases. Information that’s relevant to one subscriber might be redundant for another. A great way to serve both of them is by segmenting your email list and creating specific personalized content based on that.

For example, if you experience low usage rates, then sending out re-engagement emails to engage inactive customers would be the best thing. For a more consistent customer, you can update him about the upcoming deals and offers.

The big takeaway here? In the end, customer engagement is decisive to customer acquisition and eventual customer retention. However, before trying to engage with them, it’s better to understand them first. It’s indispensable to have an understanding of who your customers are, what they prefer, or what’s the best way to connect with them.

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3 Success Stories That Will Have You Rethink Email Marketing

Despite the perception of email as a more traditional and antiquated tactic, it remains one of the best digital marketing channels for return on investment. Having a direct channel where you’re able to deliver a targeted and personalized message is invaluable and while it isn’t free of contention with other visual stimuli, it can be argued that this is less crowded than a social feed.

Arguably more important, email is one of the few direct channels where you have an ongoing relationship and easy access to customer data. Compared to social platforms like Facebook, there is an element of guesswork where you can craft a targeted campaign but can never be fully certain it will reach everyone intended.

There is a myriad of tools and practices out there to leverage to enhance your email efforts, but as a general rule of thumb, successful campaigns hinge on their ability to engage, educate and empower.

Let’s take a look at a few success stories and how they’re implementing these three Es:

M.M LaFleur’s ‘M Dash’

M.M. LaFleur, the brand revolutionizing workwear, utilizes minimalist designs and personal stylists with a direct-to-consumer model that marries simplicity with bespoke service to fill the growing void in luxury shopping.

Beyond promoting and selling clothing, the fashion startup utilizes its platform to achieve a might broader goal: career growth and empowerment.

The M Dash, LaFleur’s digital magazine, offers a wide range of career and life-related content aimed to inform and inspire. Pieces include actionable career advice, personal essays with insightful testimonials, and profiles of inspiring professional women that integrate best practices and tips.

One example includes the series “So, What Do You Do?” which features women in unique career paths spanning entrepreneurs, executives, artists, and scientists who share what they do, how they do it, and why they’ve chosen their current gigs. Additional pieces published recently have explored tips for reinventing your resume, how to have healthy conflict in the workplace, and how to navigate working with a team made up of different generations.

In the spirit of forging a community of women with a purpose, LaFleur’s email strategy extends beyond a communication intended to advertise its shopping destination and products. Rather, these newsletters address important questions like “what’s in it for me?” By delivering useful, interesting, and applicable pieces of information, the brand is able to align more effectively with this niche focus, build sustainable customer loyalty, and distinguish itself from competitors in the space.

Robinhood’s Acquisition of MarketSnacks

Robinhood, a no-fee trading stock trading startup launched in 2015 looked to millennial-focused MarketSnacks to help its goal of becoming a one-stop-shop for young, aspiring investors.

Marking its first acquisition, the merger enabled Robinhood to gain exposure to MarketSnack’s existing user base of more than 6 million as well as the general public. More specifically, the company’s newsletter rebranded to “Robinhood Snacks.”

The revamped email aims to share information with a light-hearted tone while exploring topics ranging from initial public offerings to acquisitions and quarterly earnings. The overarching goal with this specific tone is to translate financial news in layman’s terms — even if they don’t work on Wall Street.

“Robinhood’s done an amazing job at breaking down barriers of financial services and financial products, but users still need good information to participate and be well-informed, explained MarketSnacks co-founder Nick Martell in a recent Forbes piece. “To us, this exit is a testament to the power of combining a tech company’s resources with the trust and value of a media platform.”

An important distinction with the decision and overall email strategy is the fact that this isn’t simply a publication launch. Robinhood saw an opportunity to deliver a significant value proposition to both existing and future Robinhood customers that would translate into long-term success.

The other interesting part of the deal is that Robinhood also scooped up MarketSnacks podcast as part of the deal, which offers a breakdown of the top three business stories of the day in 15 minutes.

Digiday’s Vertical Approach

Eight years ago Digiday was founded with the mission of helping publishers navigate unchartered waters, mainly digital technology and how it would influence their business practices. Generally speaking, exploring the modernization of media and marketing and how digital is driving this journey.

Fast forward to today, the outlet has branched out, adopting its email strategy with a vertical newsletter dedicated exclusively to a niche audience in an industry facing a similar change: fashion and luxury.

Launched in 2016, Glossy aims to explore how tech is upending brands and retailers in this space through editorial content including emails that explore how consumers and their shopping behaviors are evolving and being challenging the industry and at the same time introducing new business opportunities.

More frequently, Digiday introduced Modern Retail, yet another vertical publication digging into the story behind retail’s reinvention covering stories that analyze the growth of giants like Amazon, Walmart, and Target, as well as how upstarts are paving the way for themselves.

The moral here? With this approach, Digiday can cater to its broader readership while simultaneously deliver to additional niche audiences that are craving specific content around certain industries. In short, a textbook case of having your cake and eating it too.

With competition to build brands and acquire users growing fiercer by the day, it’s time to rethink strategies for securing engagement. As these examples have shown, mixing up your email efforts can turn a traditional form of marketing into something new and radical that ultimately becomes a business game-changer.

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4 Key Takeaways from the State of Conversational Marketing 2019 Report

“Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate,” said David Cancel, founder and CEO of Drift in a press release announcing the the 2019 State of Conversational Marketing report.

Based on a survey of over 1,000 U.S. consumers, the research comes as a follow-up to the 2018 State of Chatbots report and highlights key conversational marketing trends and benchmarks marketers will need to pocket as they develop their strategies.

In partnership with Survey Monkey the findings are into five main sections that explore the problems with traditional online experiences, how people are communicating with businesses today, the strengths and weaknesses of various communication channels, and how attitudes towards chatbots are shifting.

Before we get to the insights, let’s break down what conversational marketing is and the opportunities it brings to the industry.

Conversational marketing offers marketers the ability to connect with customers 1:1 in real-time. Compared to traditional marketing strategies, conversational marketing relies on multiple channels meeting customers how, when and where they want. This mostly entails live chat, bots, and social chat apps but can be more broadly applied to email or even phone calls.

Ultimately, the goal of conversational marketing is to enhance the experience through a feedback-driven approach that translates into enhanced engagement and greater loyalty. Sounds straight forward, however, questions regarding customer expectations around chatbot perceptions and response times still pose obstacles for those looking to harness its power.

If you’re looking to bring some conversational marketing ideas and best practices into your toolkit, below are a few key highlights from the report:

A tangible opportunity for greater customer-centricity

Image via Drift

The three leading frustrations people face online today include getting answers to simple questions (34%), dealing with websites that are difficult to navigate (30%) and finding basic details (25%) about a business such as their hours of operations or their phone number. Numbers aside, there is a very visible opportunity to help fill this gap and ensure customers can find what they need without the headaches.

The flaws with chatbot perception

Image via Drift

Per the research findings, buyers are still 2x more likely to say that chatting with a live human through channels like online chat, provides an overall better customer experience. This comes despite respondents acknowledging the benefits that chatbots can provide such as answering questions (34%), getting detailed answers or explanations (29%) and resolving a complaint or issue (27%).

This trend is further reinforced by the fact that 70 percent of all consumers are using chatbots more or the same over the course of the past year. What this essentially tells us is that approximately one-third of all U.S. consumers have tried chatbots at one point, and then consciously decided to use them less based on their experience.

Online chat vs. chatbots

Image via Drift

When measured up to other potential ways to interact including a smartphone app, phone call, email, social media, video messaging and video call, consumers ranked online chat as best for overall convenience. Chatbots, on the other hand, took the top spot as a good and reliable source of 24×7 support.

Over the course of the past year, the percentage of consumers saying they’re using online chat more or the same is slightly higher (31% vs. 24%). Findings also show that the ratio of individuals claiming they’re using chat less is not as high when compared to the ratio for chatbots.

As far as which group is reaping the greatest benefits from chatbots, retailers currently have the edge with 40 percent of consumers stating they’ve used a chatbot within the past 12 months to interact with them. This figure far outpaced that of other categories of business that include healthcare (22%), utilities (21%) and entertainment (20%).

“Email isn’t just sticking around, it’s growing”

Image via Drift

It isn’t farfetched to logically assume as new channels emerge their older counterparts would take a stumble. What this survey points to, is quite the opposite. Email usage continues to grow and has done so more than any other customer communication channel. In fact, one-third of survey respondents reported they used it more frequently over the last year.

Growth YoY may have only been 5 percentage points, but this trajectory shines a light on an important industry: in order to increase customer engagement meaningfully, put the time and effort against a deep understanding of audience preferences and values and then tailor outreach accordingly. Strive to bring a more human element to marketing that goes beyond the pressure to prioritize reach, scale and vanity metrics.

“Marketing and sales have always revolved around conversations between buyers and sellers. But somewhere along the line, marketers and salespeople lost their way,” the report concludes

We’ll continue this discussion around bringing humanity back into marketing, specifically through an experience-driven approach, during 2020 as part of our global theme HUMAN.X.

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4 Gifts Gmail Gave Us For Its 15th Birthday

Fifteen years ago this month, Gmail made its debut online. And despite making its first appearance on April Fools’ Day, its dominance has been far from a joke. It made its arrival on the scene with unparalleled dominance in its search capability, tools to fight spam, and especially its storage capacity – 1GB? Could you believe it (in 2004)?

This month marks its fifteenth anniversary, and in honor of the milestone Google opted to give its users several gifts. Here, we share four of the latest updates to the platform that will change the way you communicate.

Smart Compose Learns New Tongues

Smart Compose, an AI-assisted feature designed to expedite your email sending, is now available in Spanish, French, Italian and Portuguese, in addition to English. This feature has reportedly saved Gmail users from typing over a billion characters each week – and now it’ll be able to do so for more users all over the world.

Smart Compose is also coming to mobile in a big way – once only available for the Pixel 3, the feature is now making its debut across all Android devices. In the coming months, the feature will also be available for iOS users. Given that Google estimates over 72 percent of the US workforce will be mobilized in some capacity by next year, strong mobile support is a logical shift toward the present and future of how business is conducted.

Smart Compose Has Gotten to Know You

Smart Compose has learned more than new languages in the last few years; now, it knows even more about you…and will be using that information to speed up your composition process. Have a custom greeting or closing you’re partial to in your emails? Smart Compose knows, and will be using it more frequently. Stumped about an email subject? Once you start writing your message, it’ll be able to suggest appropriate subject lines for what you’ve filled the email body with.

The tool admittedly still has some room to grow, but these additions to Smart Compose will continue to cement Gmail’s dominance in the AI-assisted email segment.

Inside Job: More Activity from Inside Your Inbox

Finally, you can do more from within the “confines” of your inbox than ever before. According to product manager Tom Holman, users “can respond to a comment thread in Google Docs, browse hotel recommendations and more, directly within emails.

This way,” he says in the birthday blog post, “you don’t have to open a new tab or app to get things done.”

Press ‘Pause’ with Scheduled Emails

Perhaps the biggest news of our gift haul from Google, is the ability to schedule emails without the use of a third-party tool. While this capacity existed in the now-defunct Inbox app, desktop users couldn’t delay or set the sending of their messages. Now, Gmail users will be able to send messages anywhere from two minutes in the future…to fifty years from now.

Whether you’re scheduling emails later to be respectful of someone’s time away from their desk, to facilitate easy work across time zones, or simply to avoid hitting “send” on that email you’re nervous about, Scheduled Emails stand to make a massive impact on users’ ability to work hard and work smart.

This collection of updates, given to us as Gmail is poised toward a new frontier, shows a lot of promise for the future of G Suite: more ways to support international use, stronger use of AI, and minimal movement from inboxes to the wider internet. We’re excited to play with the many gifts that Google has provided in this announcement – and yet we’re already looking ahead to the additional upgrades to Gmail for the next fifteen years and beyond.

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3 Tips for Staying Social When Social Is Down

The struggle was real yesterday, as outages plagued users of Facebook, Instagram, and WhatsApp. And that struggle impacted not just typical users, but brands as well; Recode estimates that $189 million of revenue were lost as a result of fewer eyeballs on ad content. We all (predictably) made it through alive, but it brought about some stark observations. Lots of communication, and business, is disrupted when these sites are down. Lots of users will flock to Twitter as a seeming last resort for broadcasting their thoughts. And lots of brands missed an opportunity to reach out through other forms of media:

Trish is right. We saw the blockbuster moment that Oreo had on Twitter, addressing a different type of outage—the 2017 Super Bowl power outage—with a beautifully timed tweet. But where were these moments on other platforms during the Facebook outage?

This has happened before, and it will happen again. How will your brand take advantage of the time to reach customers in other ways? We’ve got a few ideas to share:


Cultivating a strong email list is a major cornerstone of strategy; consumers who purchase products through email spend 138% more than those that don’t receive email offers. And yet, like Trish, I saw regrettably few emails acknowledging the outage or creating engagement opportunities that would have otherwise taken place on social. A flash deal or coupon with a joke about the situation could go a long way in endearing you to your customer base (“we, too, are struggling without it!”) and keeps your efforts to stay present in customers’ minds current.

What offer could you present to your email list in a pinch? Keep a few options in your drafts, and when the directive comes down (or goes down, as the case may be), you’ll be ready to capture attention in another way.

Phone (yes, really!)

When was the last time you talked to your customers? Really talked? Sometimes we feel like we’re getting all the information we need from our social channels. And customers tend to feel the same, which is why social media is increasingly important to the resolution of customer complaints. But odds are, we’ll hear different details when we connect with people in new ways. It could be valuable to take advantage of this platform downtime to seek out these different details- to reach out, rather than waiting to hear from them.

No need to make it a long call, think of it as a “just checking in” opportunity designed to solicit quick feedback. Particularly if you have a segment of clients you’re curious about—power users, lapsed customers, etc.—it could be a good way to ask questions that you may not usually think, or make time, to ask.

Go With What You Know

As you post and engage on a regular basis, you accumulate data. And these records provide a wealth of information. Why not take advantage of an otherwise inconvenient break in the action to go through it all?

Check in with your team: what challenges are being reported en masse in their online interactions? Conversely, are there any comments or reactions to content that stand out? Even if you can’t see the interactions themselves for any reason, spending the time to take stock on what you’re seeing and how your strategy moving forward should be impacted by those observations. That way, when the platforms are back in action, you can be too- with refreshed insight and new ideas.

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Stymied by AI, Google Removes Biased Smart Compose Suggestions

Earlier this year, a Google research scientist sent a message with the assistance of Gmail’s Smart Compose software: “I am meeting with an investor next week.”

The software responded, with no additional prompts: “Do you want to meet him?”

Smart Compose, at its best, is supposed to simplify the composition of emails by auto-completing sentences and sentiments expressed as the writer creates a new message. Smart Reply, a companion feature, offers a few possible responses to messages you receive. Both are powered by Natural Language Generation, an AI technology that takes in language relationships and patterns from emails, literature, web copy, and other information it’s fed to provide a type of predictive text. But as the example above shows, these processes are not immune to bias by any means. Now, while the features will stay on, neither will suggest pronouns for your messages—no matter what cues are presented in the text.

This assumption that an investor is male is based in large part on the data that its AI technology processes, but can present challenges when this data affirms bias. Even if finance, technology and engineering fields are predominantly male, the AI developed to communicate in these fields shouldn’t make assumptions about who is being spoken to or spoken of. The Next Web encapsulated the issue simply: “AI is only as fair as the data it learns from.” And recognizing the inherent unfairness from how the tool has learned, Google took the step of blocking pronoun suggestions outright.

“Not all ‘screw-ups’ are equal,” Gmail product manager Paul Lambert has said in regards to the announced change. “Gender is a big, big thing to get wrong.”

Reuters reports that eliminating this sort of suggestion wasn’t the company’s first choice to resolve the challenge. “The SmartCompose team of about 15 engineers and designers tried several workarounds,” they reported, “but none proved bias-free or worthwhile.” And yet, an elimination strategy has become relatively common when AI has failed or displayed bias.

In 2015, a photo-identification app incorrectly identified photos of a Black couple as gorillas; the company’s solution was to block the app from identifying gorillas in any form. And in 2012, women who searched topics like Computers and Engineering or Parenting were finding themselves identified as middle-aged men in their Ad Preferences. So although it is appreciated that Google understands the damage that incorrect pronouns can cause, simply disabling the functionality feels like an incomplete and short-sighted solution to a problem with far deeper roots.

Work continues, both at Google and at other companies, to identify potential points of bias and to combat them through more thoughtful machine learning. Google’s AI ethics team has aimed to start with the most hyperbolic examples. “A spam and abuse team pokes at systems, trying to find ‘juicy’ gaffes by thinking as hackers or journalists might,” Reuters reported. But the ease with which AI can deliver biased or potentially offensive predictive text proves we have a long way to go before these technologies can be deployed in an unassisted manner.

“The end goal is a fully machine-generated system where it magically knows what to write,” says Automated Insights’ John Hegele, whose company auto-generates news items from statistics. But this latest gaffe from Google proves there’s still a great deal of room for learning—for AI, but also (and perhaps especially) for the engineers that coordinate machine learning. “There’s been a ton of advances but we’re not there yet.”

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LinkedIn Protects Email Addresses in Latest Export Update

If your brand or company relies strongly on LinkedIn connections to contact prospective leads via email, your efforts have hit a roadblock in recent weeks…whether you know it or not.

A TechCrunch reader alerted the publication to this quiet change, in which exported data archives no longer feature user email addresses. The change can be traced back to a new default setting for user email. The platform asks, “Allow your connections to download your email in their data export? If no, your personal email address will not be included when your connections export data from LinkedIn.” The site defaults this toggle response to “no,” protecting the individual user’s contact information. This is good news for privacy-minded users, but presents challenges for businesses, recruiters, and other entities who depended on LinkedIn as a source for email addresses.

At a time when our personal data feels all too vulnerable, this should be a newsworthy announcement for the professional networking platform—especially given recent high profile breaches from competitors like Facebook and Google. However, two sets of circumstances may have impacted LinkedIn’s decision to keep this newest change secret. First, the company is embroiled in its own scandal. News surfaced of 18 million non-member email addresses used to target prospective LinkedIn users with Facebook ads, in an audit period ending just a day before GDPR took effect. This revelation, unearthed by Ireland’s Data Protection Commission and “amicably resolved” between the company and DPC, represents a data usage violation that paints LinkedIn in a bad light.

LinkedIn has since ceased the practice, and responded to the story with a statement from TechCrunch that stated “the strong processes and procedures we have in place were not followed and for that we are sorry. We’ve taken appropriate action, and have improved the way we work to ensure that this will not happen again.” One could wonder if the heightened protection of their own users’ addresses isn’t a reactive move to their own past transgressions.

Second, and closely related to the first revelation: few users are aware that their email addresses could have been accessed by their connections in that fashion. TechCrunch’s Josh Constine points out, “perhaps LinkedIn didn’t want to bring attention to the fact that it was allowing your email address to be slurped up by anyone you’re connected with, given the current media climate of intense scrutiny regarding privacy in social tech.” To bring such a longstanding practice up now, after news they’ve made others vulnerable, could prove even more detrimental from a PR perspective. And yet LinkedIn may find itself in an unwinnable position: by hiding this change to user privacy, they risk drawing the ire of folks who relied on this archive capability to build their customer bases or recruitment pools.

As it currently stands, the default setting for users is to protect this vital contact information from those seeking to collate it from their networks. To make your address available for such data collection (though TechCrunch correctly notes the LinkedIn help center provides little information for why one would want to do this), one need only toggle the setting by navigating to Settings & Privacy -> Privacy -> Who Can See My Email Address?

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How To Use Facebook Newsfeed Ads To Grow Your Email List

The ROI of email marketing is as high as it has ever been, but attracting email subscribers is becoming trickier. Fortunately, Facebook is a goldmine of potential email subscribers. Running Facebook Newsfeed ads can be one of the most effective ways to build your list.

Facebook Newsfeed ads were introduced in 2012. They have taken off in recent years, because they primarily appeal to mobile users. Since mobile users account for 80% of Facebook advertising revenue, demand for Newsfeed ads has skyrocketed.

Facebook Newsfeed Ads Blow Sidebar Ads Away for List Building

When most of my clients want to run their first Facebook campaign, they usually prefer buying ads in the sidebar. Sidebar ads can be great for branding, but they are not ideal for building an email list.

I have found that Newsfeed ads have a much CTR and conversion rates, which is consistent with other marketers’ experiences. Anjay Anand, the founder of Rare Carat and a seven-figure Facebook advertiser, states that the CTR of his sidebar ads is only 0.42%. The CTR of his Newsfeed ads is 2.76% and the conversion rate is much higher as well.

Facebook Newsfeed Strategies to Grow Your List

Many Facebook advertisers use the same strategies with their Newsfeed ads that they apply when placing ads in the sidebar. Don’t make this mistake, because users respond to the ads differently. Here are some tips to engage users with Newsfeed ads.

Segment Mobile and Desktop Ads

Since mobile ads account for four out of five advertising dollars spent on Facebook, you can’t afford to ignore them. However, you will find that the funnels that work well for desktop users aren’t as effective with mobile marketing. You will need to use different opt-in boxes, ad copy and landing page styles to reach mobile Facebook users. Although I mentioned that longer form content is important, your mobile squeeze pages will probably need to be more succinct than your desktop ones.

It is important to segregate your mobile and desktop optimized pages to see which performs best for all users. There are a number of third-party tools that you can use to grow your email list. Many of these tools were built with mobile marketers in mind.

Use Long-form Content With Your Landing Pages

In the early days of email marketing, you could create a very basic opt-in page with little surrounding content. This doesn’t cut it anymore, especially if you are trying to reach people on Facebook.

Facebook has been weeding out advertisers that post use thin content. They often ban advertiser that use landing pages that offer little value to their users. Zac Johnson, a digital marketing veteran and the founder of Blogging.org, stated that Facebook has also tweaked the algorithm, so Newsfeed ads are less likely to appear if they don’t offer a great user experience.

Last year, Facebook tweaked its algorithm to reward longer form posts. It seems 90% of email marketers that build their list with Facebook aren’t aware of this change, which is why they are struggling to get new subscribers. Writing longer-form content for your opt-in pages will drive more traffic from Facebook Newsfeed ads,” Johnson explains.

How long should your landing page content be? There isn’t a hard word count, but landing pages with 500 to 1,000 words tend to rank well with Facebook’s Newsfeed Ads algorithm.

Of course, you need to make sure that the content doesn’t distract from the call-to-action. It must be engaging enough to keep readers on the page and support your conversion goal. Adding a floating subscriber box is a good way to ensure the call-to-action has the reader’s attention while they scroll through your content. Better yet, use a landing page software like Wishpond to create dedicated landing pages for each of the different ad copy being used.

Once a Facebook visitor converts to an email subscriber, your content should be personalized to that individual based on what Facebook ad copy converted them in the first place. If a Facebook visitor converted from an ad about sunglasses but you start emailing them about swimwear, then they aren’t getting a very seamless or personalized experience. Email automation platforms, like Campaign Monitor, give marketers the ability to segment their lists based on individual ad copy to ensure the content each individual receives is personalized to their interests.

Leverage Video Content

Video content is one of the best ways to engage people online. So why not embed them into your Facebook Newsfeed ads?

Srish Agrawal, a white label video marketing expert, states that video is one of the best ways to reach people through Facebook ads. However, the same approaches that help you boost organic search traffic don’t work as well with Facebook advertising. More specifically, Agrawal recommends using smaller videos.

“If you are looking at how Facebook continues to promote it’s best content and also how users are consuming it — video is definitely getting more attention than ever before. This is mainly due to the concept that more people are accessing the platform through their mobile devices and are in more of a data-consuming mode than taking action. This is where advertisers are seeing a lot of success with video ad campaigns for engagement and branding, versus trying to send users to a form or to complete a lead gen or sales page. What’s also working best is using a much shorter video, around 15-30 seconds (which is the complete opposite when trying to use Facebook for organic reach and text updates.”

Emphasize Social Proof

Newsfeed ads are primarily used to emphasize social messages. Before using them to build your email list, you want to focus on building your social reach. Your Facebook Newsfeed ads should mention that you have followers in the users’ own circle of friends. This helps your ads draw attention, which makes it more likely they will click on them.

Test Facebook Newsfeed Ads to Grow Your Email List

Facebook is one of the best platforms to scale your list-building strategy. Too many users focus on sidebar ads, but the Newsfeed ads tend to work much better. You just need to make sure that you have the right funnel in place to convert them.

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Facebook Workplace Gets More Businesslike

Facebook on Tuesday added a new tool to help companies tie Workplace, its social network for businesses, with other applications that they already use. The move is another sign that Facebook fb , which claims more than 1.1 billion active users of its free social network, wants to branch out from its dependence on advertising…


Google, Facebook, Snapchat, and WhatsApp Reportedly Eye Expanded Encryption

Apple may soon have reinforcements in its battle against the FBI. A number of top tech companies are exploring the addition of boosted security measures in their messaging applications, the Guardian reports, citing unnamed sources. Among them are Google goog , Facebook fb , Snapchat, and WhatsApp. Get Data Sheet, Fortune’s daily tech newsletter Each…