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4 ESSENTIAL COPYWRITING ELEMENTS TO MASTER

​5 essential Copywriting Elements To Master

Copywriting is the language of sales. Good copy is essential for an offer to reach is sales potential –  but if you haven’t got the funds to hire a professional, need to revamp an old offer or want to try and tackle the copy yourself, it can be daunting to know where to start.


Copy just comes in so many flavours, and the type of copy you write depends on where you put it, who you’re targeting, and much more.


Here are 5 of the most important types of copy that will help sell any offer. Master these, and if you have a weaker copy elsewhere it won’t matter as much.

​1. Headlines

It’s easy to spot a bad headline. Too overblown and hyped-up, or too factual and boring. Way too long, or not long enough.


Use simple, powerful language in your headline, including power words such as “free”, “you”, “now” and “never”. Include the action you want the reader to take, such as “click”, “read” or “download”, and don’t make things too complicated, e.g. don’t write “utilise” instead of “use”. Focus on the biggest problem, benefit or surprising fact associated with your offer.

2. Elevator Pitch

An elevator pitch is a short introductory paragraph that can be used on your website, in your sales page, in real life: anywhere you need to quickly introduce yourself and your product or service, who you help and how you solve their problem.


Short but memorable is key here. Sometimes this copy can be condensed into a slogan, but it’s worth taking a short paragraph to adequately describe everything you need.


A great elevator pitch formula is this:


“Did you know, [PROBLEM] leads to complications such as [PAIN POINTS]? My name is [NAME], and I’m a [OCCUPATION] who has developed a method that helps [CUSTOMERS] achieve [SOLUTION] with [BENEFITS].”

3. Features And Benefits

It’s easy to confuse the two, but features and benefits are very different things. Features are the technical specifications of a product or service, and benefits are the positive effects it has on the purchaser’s life.


The best way to describe features and benefits is with a bullet point list, which is easily digestible for skim readers. It also gives the reader a sense of satisfaction, as the brain feels productive when it processes small pieces of complete information.

4. Social Media Ad

Facebook, Instagram, LinkedIn ads (along with others) all have different formats, but the general formula is the same. Once you nail one social media at format, you can reliably translate it for the others.


A general purpose social media ad can be easily assembled from the other parts of copywriting here:


Headline: [HEADLINE]


Text: [ELEVATOR PITCH]


Call to Action: “Download Now”, “Join Today”, etc

​5. Email

Ignore everyone when they say email is dead – it’s more effective than ever! If you have an email list, messaging them is one of the most direct and powerful ways of marketing.


However, if your list has gone cold or you only have a few subscribers, it’s not easy to know what to send them. This email template will introduce any offer so you can make the sale in a non-spammy way:


Problem — identify a pain point, calling it out with a question or informal statement (“Don’t you hate it when X?”)


Agitate —  go on to describe the problem, explaining the negative impact the reader may be and making it larger in their mind


Solve — bridge into your solution by stating these are the circumstances that led you to develop your offer


Features and Benefits – give a bullet point list of your product or service’s best points


Call to Action – let the reader know where they can find more info or purchase the product


Copywriting doesn’t have to be complicated: it just needs to sell. Mastering these elements of copywriting will help you sell your first products, so you can fund hiring a professional or continuing your journey to copywriting mastery.

HOW TO SELL A HIGH TICKET OFFER

How To Sell A High Ticket Offer

If you sell luxury goods, offer a valuable an in-depth service such as business consulting, or just have a product that isn’t the cheapest on the market, your prices may fall into the high ticket category.

Generally speaking, this means $1000+, but it depends on what niche you’re in. For example, $500 is fairly cheap for a 30-day business mastermind, but high-ticket for a pen.

If you have a $899 course, $2k mentorship or $5k+ coaching program, it can be tough to know how to sell it. But, it’s a misconception that the lowest priced product sells more, or that customers are always hunting for a deal. This is because the term “bargain” is relative: what people are really looking for is more value.

This means instead of lowering your prices, you up your value: and there are two ways to do it.

Bundling Value

If you have a digital product or membership site, it’s easy and preferable to increase what’s on offer in a way that’s of low (or no) cost to yourself. For example, if you have an info product, and you can easily create things like workbooks, checklists, printables and other digital items from the content you already have, that’s a low-effort way of boosting the value to your customer without too much effort.

For a membership site, it’s not likely that having members hang around a little longer than the stated membership cycle – except when space is at a premium and you’re using scarcity to sell – is going to have an impact on your bottom line. So, you could offer a longer membership. For example, if you own a gym, you already have the building, insurance and equipment: it doesn’t really matter to you that you’re “giving away” one extra month, but for the customer it could mean extra results and boosted loyalty.

Boost Value Perception

If you have a business such as one-on-one consulting, or you offer a service, bundling value isn’t going to work because you’ll have to put in too much effort to make it worth it. In these cases, you want to boost the perceived value of your offer.

Tried and trusted ways to do this include:

  • Testimonials and case studies
  • Professional logos or memberships
  • Endorsements from industry professionals (or 
  • celebrities)
    Guarantees

All of the above serve to squash objections in your customer’s mind and increase your trustworthiness.

You can also increase perceived value by talking more about the solution your product or service offers and its features and benefits, leaving no stone unturned when it comes to describing how your customer’s life is going to be better after they purchase.

There’s no “big secret” to selling a high ticket offer versus a low-ticket one, but confidence is key. As long as you have faith that your product or service can help others with their problems and give them excellent value, all you have to do is either offer them more of the same, or describe that value in terms that – while not lying about how good your product or service is – displays it in its best light.

HOW TO WRITE A GREAT SALES PAGE

HOW TO WRITE A GREAT SALES PAGE

A sales page is the cornerstone of an online marketing campaign. Your ads lead here: this is the page that contains all the info on your product, as well as why the customer should buy it and how to do so.

Even though sales pages can run long, they don’t have to be a daunting prospect. There are several formulas out there to help you write a high-converting sales page, but this one fits all offers and is easily customisable for your needs.

Before you begin, it’s essential to have two things in mind: who you’re going to target, and what action you want them to take on the page. Identifying your audience will narrow down their problems and desired benefits to help write your copy, while having just one call to action – such as “buy now” or “join” – lessens the amount of decisions the reader has to make, removing barriers to the sale.

With those in mind, let’s get writing:

1. Headline

This is the bold text most visitors see first, so it has to hook the reader and make them want to find out more.

There are many headline formulas out there, but you can write your own by remembering some tried and tested ideas. Starting your headline with an action verb such as “speak”, “download” or “imagine” primes an action response and gets your reader to feel like they already accomplished something. Highlight the benefits of your service or product right away, or generate curiosity with an unusual fact or incredible results someone got from using your product.

2. Establish A Problem

Think about your audience, and identify the biggest problem they want to solve. Or, describe the problem your product or service solves best. Step into your audience’s shoes – how does that feel? How does this problem impact their day to day lives? Use the words “you” and “your” to agitate the problem in your reader’s mind.

3. Introduce Your Solution

Here’s where you offer respite from the problem by introducing yourself and the product or service you’ve created that can solve their problem, even one as big as the one you’ve just described in painful detail. Describe your solution in a paragraph, then use a bullet pointed list for a rundown of features and benefits.

4. Social Proof

Now, reassure readers by showing them examples of your product working for others. Testimonials, case studies, celebrity endorsements and client logos all work for social proof – even better when you combine two or more. Reviews from sites such as Trustpilot or Feefo also helps instil trust, so include anything you feel really proud of.

5. Guarantee

Remove any risk for potential customers by giving them details of your money back offer, 30 day guarantee or other failsafe that protects their investment. You’ll squash objections, and make them feel safe in trusting you.

6. Frequently Asked Questions

This is optional but highly recommended if you have a layered product such as a membership, software or online course. Include what it is, what they can expect, technical specifications, and any other questions you think customers might need to know upfront.

7. Ask For The Sale

Your call to action has to be simple, and motivating. A clear and concise verb tells visitors what you expect them to do next, and what they’ll get as a result (for example, “download now”, “book a free consultation” or “join the club”). Give pricing info, and make it easy for the customer to checkout.

Follow these steps, and you’ll have a solid sales page that will work for any offer.

5 Cognitive Biases that Help You Sell More

5 Cognitive Biases that Help You Sell More

Cognitive biases are established patterns of thinking that occur in opposition to what we think we “should” feel when faced with a judgment or decision. They’re lapses in logic, or common sense, which happen when we prefer one set of rules to the other and make decisions based on something other than rationality.

Cognitive biases are often used to sell, to great effect. While these natural laws sound complicated to grasp, there are easy ways you can use them to boost your own conversions.

1. Hyperbolic Discounting

Generally, people would rather receive a smaller reward now than a bigger one down the line. In a famous experiment, children were given a marshmallow and told that they could either eat it now, or be given two marshmallows if they resisted the one for 10 minutes. Many ate the marshmallow immediately, even though there was a better reward later on.

We’re not very good at delaying gratification. To take advantage of this cognitive bias, you can offer payment plans: even though customers pay the same amount (or, in some cases, more) the fact they’re paying less that moment makes the offer more attractive. Or, you can simply delay payment, as putting down $300 in three months feels less risky than spending the same amount now.

2. Sunk Cost Fallacy

Once someone has invested time, energy, or money into an activity or decision, they’re committed to finishing it.

This means the earlier you can get the customer to make an action, or commit - even a tiny one, such as an email address - the more invested they are in your product or service, and will see it through to the inevitable end (purchase).

Lead magnets work well for this, as they exchange free value for the ability to deliver follow-up marketing. Asking the prospect to complete further small tasks - downloading an app, checking in with a daily notification, adding friends - gradually cements the feeling in their mind of having already bought, leaving payment as a logical final step.

3. Ambiguity Bias

Or, better the devil you know. People are more likely to choose options they feel are likely to succeed than those that may promise more, but whose outcomes are unknown or unclear.

People are reluctant to try new things. Case studies, testimonials, third-party reviews and endorsements go a long way to reassure customers your product or service works, and is trusted by people worthy of their respect. Your competitor may be cheaper, bigger, faster or stronger - but if you’re the one with five stars and they only have three, you’ll win the sale.

4. Confirmation Bias

This is when a person gives more weight to information that supports their pre-existing beliefs. For example, hearing that you’ve been eating too much is hard for anyone to hear - much less process in a way that leaves you open to trying a new product. Placing the blame on large corporations, or too much sugar, or past diets that didn’t work, confirms our deeply-held convictions that we can’t possibly be the problem, it’s everyone else.

Exploit confirmation bias by confirming a long-held belief your audience has, and backing it up with new evidence or by calling out a common “enemy”.

5. Reactance

Everyone wants to feel like an individual, like their own person with a sense of control. Reactance is the tendency in most people to go against what they’re told to do, just to maintain a sense of independence.

Instead of positioning yourself as the authority by pushing a sale, identify a common enemy to “get on their side.'' Competitor products, a corrupt marketplace, and other sources of frustration are good places to start.

Cognitive biases are latent in everyone, to varying degrees. Experiment with which ones suit your product or service best, as well as which ones your audience reacts to most.

Decision Makers, Founders, Business Builders and Marketers

Decision Makers, Founders, Business Builders and Marketers

If you’re here reading this post then you probably want more customers for your own business or the business you’re building.

And rightly so.

We're all in the business of buying customers.

We know it might sound weird right now, but let that sink in and think about it.

Whatever we do in terms of branding, marketing and advertising, we spend money so that we can get more customers.

We work with clients from across the world on a daily basis and everyone has the same challenge.

Getting clients in a predictable, scalable and cost effective manner.

Thing is…

It’s not so hard if you know the core concepts of human psychology/behavior and you have a good marketing plan to tap into human psychology.

Most importantly, you need an amazing offer.

An offer your clients cannot refuse. (We’ll elaborate on this in another post)

But at the end of the day, all good marketing relies on this simple formula

AIDA


➡ Attention - Get your buyers’ attention

➡ Interest - Get them interested

➡ Desire - Get them to desire your product

➡ Action - Get them to take action… in other words, get them to buy.

Whether you’re writing an Ad, Sales letter, email copy, Landing page or an article you should have all these components in place.

Here’s an Example Facebook Ads Copy.

Hey Busy Business Builders
(Attention Grabber)

Do you want to learn how to write kicka$$ copy?
(Get Interest)

I have put together a quick tutorial teaching you how to write copy which gets your customers lined up, begging you to give you their credit card details in order to grab your offer.


(Piques interest & Creates desire)

Want it?
(Creates desire)


Click >> HERE <<
(Action)


This ad is pretty simple as you can see but it does the job.

We’ve tested long form Ads, video ads, short form Ads, native ads and spent 100s of thousands of dollars testing different ads trying to understand what works and what doesn’t.

What we’ve found is that it always comes back to the basics.

You need to look at your demographics, understand their situation, their context, what keeps them awake at night and align your offer based on that.

There is no secret.

No magic bullet. We know that because we spent years looking for it 🙂

As we said, you can you apply the AIDA principle to almost any marketing material or channel.

Go ahead and test it!

Hope that was helpful.

PS: We help customers across the world get more leads, more sales and more market share. If you need help, head over here: https://digitalmarketer.africa/ see how we can help you.


9 Customer Influencing Buying Behaviour Triggers

9 Customer Influencing Buying Behaviour Triggers

All our decisions that we make always have emotions involved whether we are conscious of it or not. Learning how to understand how these emotions are triggered can help when it comes to creating effective and relevant marketing content for your brand that encourage people to take action.It’s ideal to be able to identify the triggers and how they are best utilized to achieve the results you want.


We will walk you through nine of the more popular triggers that usually accompany marketing campaigns.

Trigger #1:Fear

All our decisions that we make always have emotions involved whether we are conscious of it or not. Learning how to understand how these emotions are triggered can help when it comes to creating effective and relevant marketing content for your brand that encourage people to take action.It’s ideal to be able to identify the triggers and how they are best utilized to achieve the results you want.


We will walk you through nine of the more popular triggers that usually accompany marketing campaigns.

Trigger #2: Time

Time is something that makes us feel a lot of different things and really depends on what situation you are in. We live in a time where everyone is always busy and no one really has time to set aside for something more than they already have on their plate. Where this trigger becomes useful is when potential clients are offered the promise of saving time or gaining time. Appealing to this particular trigger can involve offering to save a person time and unless you can keep your end of the promise, it should be exercised with caution in your marketing efforts.

Trigger #3: Trust

This is the one emotion you want to make people experience when it comes to your brand and the relationship they will have with it. Trust is all about gaining your customer’s loyalty because if you can win a person’s trust you are more likely to earn their purchase. This is something that you need to remain transparent on and practice genuinely because marketing done any other way becomes easy to see through and you will do the opposite of earning trust. To be able to use this as a trigger, you need to simply mean what you say and do what you say you will. Never over promise or promise things you are unsure of being able to deliver on. Be specific about what you can do and share what others say about your service or promises you are able to deliver on.

Trigger #4: Value

One of the most important things people want to feel with whatever amount of money they spend is that they are getting value. Buying decisions come down to the value someone sees that this item or service can bring them. This applies to any purchase whether it’s about someone buying something for personal use or an item or service they need.
Why this is a trigger is because your role is to help the customers understand the perceived benefit they are going to gain from this transaction. The better you make people feel they are getting a great deal, the easier it is to show you are providing value in return for their money.

Trigger #5: Belonging

It’s really important for us as humans to feel like we belong in a lot of ways. Feeling like we belong allows us to feel a sense of validation. This feeling of belonging means that people can make decisions to buy things based on feeling validated and a sense of belonging. People can also feel accepted or purchase the item or service because it is part of the process of feeling part of something bigger than us like a gym for example (to make friends). This trigger is an important one when it comes to how people feel about themselves and has an effect on people’s intellectual levels, social skills and even our mental and physical health.

Trigger #6: Guilt

Everyone feels guilty at some point and some people tend to feel more guilty than others. This trigger can and often is used in conjunction with other triggers like time and fear. Guilt comes in many forms and as such can be used in marketing efforts in a lot of ways. This is why when guilt is used in marketing content you need to exercise it with caution. Pay attention to how you phrase your messages because the last thing you want to do is offend your potential audience.

Trigger #7: Instant Gratification

Who doesn’t like not having to wait for something? In today’s age, instant gratification has almost become the norm and waiting is something out of the ordinary. Being able to use this as a point of value for your product/service can go a long way to how people receive your marketing material. Work around how you can offer your clients instant solutions when it comes to using this trigger to your advantage.

Trigger #8: Leadership

You need to appear as a leader in whatever field you are in. This is because people listen to leaders or those who they perceive to be leaders. If your marketing positions you as a proven leader in what you are selling, people will trust that and have faith in your promise of delivering what you said you would. Work on ways to be a trendsetter in your field and go above and beyond for your clients. Do whatever you said you will do, but better.

​Trigger #9: Competition

​Healthy competition is great because it can be the push we need to do better in what we are trying to do. In today’s world, competition is fiercer than ever which means that you need to be able to do what you say you will do. There is also a lot of choice in today’s world and you need to understand you are going to come into a lot of competition when it comes to sending a message to your clients. Use the competition to your advantage though to improve on what you are doing and concentrate on being the best you can be among your competitors by keeping your client’s needs the central focus.

Google Ads Guide (Learn all you need to know about Google Ads)

Google Ads Guide
(Learn All You Need To know About Google Ads)

If you’ve thought about setting up ads to reach the target market ideally suited for your products/services, then the first thing you’re going to want to do is to make sure the money you spend on those ads, is well spent and in the right place of course.

If you’ve ever considered running Google Ads, you might already know that Google is one of the most popular websites in the world. The ads run across several different platforms like YouTube, Google, Blogger and literally millions of other websites. This collection of websites is referred to as the Google Display Network.

We’re talking about over 246 million unique visitors, 3.5 billion daily interactions and an approximate 700% return on investment.

Today, Google Ads is a paid platform for advertising. It also falls under the marketing channel that is known as pay-per-click. This means, you as an advertiser pays for each click or impression on ads running.

So basically, what happens is that the more people click on your ad, the higher your chances are of winning a new client (or a lead in the very least).

One of the major advantages of advertising on a network like this is how expansive it is. Meaning that your ads get maximum exposure across a multitude of platforms.

And in case you are wondering if Google ads work, take a look at the figures.

Display ads alone across the Google Display Network bring in around 180 million impressions every single month. It’s estimated that 43% of people buy something they have seen in a YouTube ad while paid adverts that appear on Google see up to 65% of traffic by people clicking the ad to find out more.

Do Google ads work? Yes, they do. If you can learn how to optimize your ad campaigns and lead flow (what happens to the lead when they click the ad) then it is possible to create high returns on your marketing campaigns by making your marketing campaigns work for you.

Why choose Google?

In addition to being one of the most used search engines in the world, receiving up to 3.5 billion search queries every day, the network has been around for almost two decades. So not only has it demonstrated resilience over the years but it also works. Google has become a resource for people who need to find out information by asking questions. The engine then returns its answers with a mix of paid advertisements and organic traffic. According to the search engine, advertisers earn $8 for every $1 they outlay on their marketing campaigns.

And in case you still need a reason to consider advertising on Google, remember your competitors are using it too which means every lead you are not advertising to is a lead that becomes a competitors client.

Even if you are ranked nicely for search terms organically with Google, your results are most surely being pushed down the page because of paid advertising from other businesses like yours.

You know by now, people searching for information on a search engine very rarely go past the first page let along scroll down to the bottom of that first page.

The bottom line is that if you are advertising your businesses and services/products with PPC, you should be including Google ads in that paid strategy to win over new clients.

Google ads are great because they display your ads to audiences that you would ideally like to convert into clients. As an advertiser, you will bid on specific search terms that your leads would most likely be entering in order to find a solution to their problem.

The winners of those bids are either then placed on the top of the search results, in YouTube videos or across different types of websites all depending on the kind of campaign you have selected to run.

There is also the other side of the story of those people who are using Google ads but have not had much success with it. There are a lot of reasons why your ads may not have worked. We’ll explore a few of those below. 

Keyword Terms Too Broad

This is something you need to get right which is really important to test and adjust along the way. Think about it this way, if your terms are too broad, your ads will be placed in front of the wrong audiences which means you will have fewer people interested to click through. Regularly go over the terms that are working and make changes to the ones not bringing in results.

Ads That Are Not Relevant

Make sure the ads that you are paying to display to large numbers of people match the persons search and their intention. Things like headlines and the ad copy need to match the keywords you have placed bids on. Think about it this way. For your ads to be successful, they need to solve problems that people are looking for solutions for. Remember to split test if ads are not performing and adjust along the way to get the best results.

Your Ad Has A Low Quality Score (QS)

Your ad QS is responsible for how your ad will rank. Obviously, the higher this score is, the better it will be for your placements. Google will communicate your score to you it’s best to work on improving it for even better results.

Landing Page Not Converting

A lot of people don’t realise that all the work alone doesn’t go into the ad. Once your ad is doing what it needs to be doing and directing traffic to an external source like a landing page, the landing page needs to also help in converting the lead to a buyer. Is your landing page optimised for mobile, is the headline and copy appropriate, is the page able to solve the visitor’s problem.

Types Of Ad Campaigns

There are three types of ad campaigns you can choose to run with Google Ads. These are Search, Display or Video.

Search ads are the adverts that will appear on the results page of your search engine. So when you type in ‘How to sell my house’ in the search engine, the results that it brings back are where these adverts will appear. If you are a real estate agent and want to search for new clients to list with you, you’d want to bid on those keywords.

Why this kind of ad works is because your information (and the solution) is delivered to the viewers in the place they are looking for the answers. Your ad is shown in the same format as search results so it feels less like they are being pitched to also.

For Display ads, Google makes use of its vast network of websites across different industries. This collection is known as the Google Display Network and has a large offering of different audiences.

These ads work because your content is displayed across a large audience of the right kind of audience. Plus website owners are paid for every click that someone makes on the ad while on their site. These kinds of ads generally comprise visual ads that are designed to draw the viewers attention away from the content on a particular site.

Lastly, you have video ads that are shown either before during or after YouTube videos. It’s important to keep in mind that YouTube is a search engine too and that if you choose the right keywords, the respective ads will show up in front of videos. These ads are designed to disrupt the viewers' attention enough to see what you are trying to show them.

When setting up your ads, it’s important to remember what role your location can play on the campaign. You will need to set up a geographical location where your ad will be shown. For e-commerce campaigns, you ideally want to set locations up that you deliver to. Similarly, if your services or products are available worldwide, then there really is no limit to who you can show your ads to.

Some Things To Keep In Mind…

It’s really important that you do your own keyword research well because they need to match with whatever searches users are running. Google then matches your advert with those corresponding queries. Each ad group that you create in your campaign targets a set of keywords (the best is one to five keywords) and then Google displays your ads based on what you have specified. It’s really important to get this part right because it can mean your campaign reaches the right audience or does not reach anyone because it is too broad.

When choosing your keywords, you have a little room to play with because of something called match types. These let Google know if you want to match queries exactly or if your ad should be displayed to anyone in a search query that is semi-related. You can choose from these match types: Broad match, Phrase Match, and Exact Match.

Your Headline & Description

It’s important that you get these right on your ad because it can mean that people click or not click your ads. Be sure to make the copy on the ads match what users are looking to solve and establish the pain points you want to remind the users about in order to show you have a viable solution for them.

Google Ads Terms To Remember

AdRank: This determines where your ads are placed. The higher you are ranked, the further up your ads will appear and the better chance you have of getting prospects clicking your ad.

Bidding: Google ads work on a bidding system where you need to select a maximum bid amount you are willing to pay when people click your ads. The more you bid, the better your placements are likely to be. You can choose from three options when bidding, cost per click (pay for each ad click), cost per mille(what you pay when your ad is shown to 1000 people) and cost per engagement (what you pay when someone takes an action with your ad)..

Campaign Type: You will need to select between search, display or video in order to start your campaign.

Click-Through Rate (CTR): This is the number of clicks you receive on your ad in proportion to the number of views your ad receives. The higher your CTR, the more successful your campaign is.

Conversion Rate (CVR): This is the measure of form visits compared to the total number of visits people make to your landing page as a result of clicking your ad.

You want this to be higher because that shows people have started the conversion process.

Automated vs. Manual Bidding: There are two types of bidding you can perform when setting up your ads.

Automated Bidding puts Google in control by allowing the platform to adjust and moderate your bids according to your competition. You are able to set a maximum budget and Google will work with your restrictions to best deliver you results.

Manual Bidding gives you the control because you need to set the bid amount limits for your ads. This option gives you the chance to reduce your spending on ads that are low performing.

Does the thought of getting Google Ad campaigns started stress you out or are you unsure about how much to spend and why?

Book a free strategy session today and get started the right way.

Click HERE to book >>

How To Create Your Perfect Avatar

How To Create Your Perfect Avatar

No matter what business you have, whether service or product-based, you are here to serve a specific market. Your product/services are not going to suit everyone which is why it’s really important to know who those people are that you are targeting as your client base.

Once you know what kind of person you are targeting as clients, creating the service or process around them becomes a lot easier.

But why do we need to know who we’re talking to?

It’s simple because if we try to satisfy too many people, we land up not being able to serve anyone at all.

We live in a time where people are leaning more towards the experience they have when interacting with brands or when it comes to spending their money. In order for people to choose you out of all the people you compete against, you have to leave an impression on them and to do this, you need to make sure the message you are sending to those people is the right one.

If you’ve ever struggled to come up with content for your audience or even how best to appeal to them, it could be because you have not defined a specific customer avatar.

Creating your perfect avatar is the first thing you should be doing when it comes to planning how you are going to market your product/services.

Once you define this avatar, marketing to your audience is clear and you are able to create the right messages that will appeal to your market.

For you to make a success out of what you are doing, it’s really important to understand why you’re there and what difference you wish to make in your clients' life. 

What is the ‘perfect avatar’?

First things first. What is an avatar?

Your avatar is your ideal client. It doesn’t represent a single person but has all the qualities of a person that your service/products will appeal to. Your avatar is the person who you picture in your head when you are creating your products/services or the campaigns and communication you wish to send to them.

Of course, this person is fictional and there will never be a person who fills all the characteristics of this avatar but this avatar is about helping you know who you are speaking to and how to craft your business and its offerings to make sure that you reach the target you are looking to reach.

Think about it this way. If you have not crafted this perfect person who you think of as a client, then how will you know what problems they have that you can solve?

How to create the perfect avatar

Determine their characteristics and who they are


This is the first step to take when creating the perfect avatar. When you’ve decided that you want to offer your services/products to the world, this is the next thing you need to do. This is because you need to know what your business’ purpose will be and how you are going to be able to provide for your clients.

Start by looking at who your avatar is. Avoid being general when you answer this question. For example, avoid starting like this: “My avatar is anybody who is into this and that and wants to learn more about it”.

This is vague and says nothing about who that ideal client is because you have likely referred to half the humans on the planet.

Instead, talk details.

My avatar’s name is Mary, she is 35, works as a full-time writer. She has been wanting to write her own book for years but does not know where to start. She often feels frustrated because between working full time and trying to save for a house, she does not have the time to get started on the book. When she has the time to dedicate to her personal writing she does not know what to write or how to even start a book. Mary lives with her fiance and they love to travel and adore animals.

Do you see the difference between the first example and the second?

Not only can you see who you are talking to but you can also get a pretty good idea on their pain points and what really bothers them. This info is really important when it comes to targeting for digital marketing and helps you find the people who are best suited to be your clients.

This is really important to do because there are many times going forward that you are going to need the information whether it is creating advertising campaigns or creating content for your website or social media. The last thing you want to be worrying about when it comes to creating this content is wondering what to write about.

Having the right info about who you are talking to will ensure that you are crafting your messages the right way and appealing to the right people instead of wasting time and money on missed targeting.

Research them


You have a pretty good idea right now what your customers are going to look like but what you personally think is just a starting off point. You need to conduct research to get deeper, more relevant info in order for you to continue in your avatar creation. 

  • Check out your competition and see if you can pick up on any traits of their existing client base. Things like demographics and interests that the clients have are great things to look out for. Look at their social media and take a look at the followers who engage the most. See what the engagement is about and see how many traits, characteristics, and insights you can pick up on to see if you establish some kind of pattern.
  • Be sure to be up to date with things like industry blogs or forums in the marketplace you are targeting. Check out the kinds of questions being asked, the comments made and what information you can pull from the visitors. Perhaps you can gain insight on what problems they may be having with a service/product that will help you better craft your avatar.
  • Keep an eye on social media influencers. Depending on what you are offering to your clients, the influencers themselves could be your avatar or the people that follow them will be your avatar. What problems can you find they are addressing or talking about?

Create an avatar worksheet

Now that you’ve started researching information on your avatar, you’ll want to have it in one place documented.

Use this document to write your avatar’s story (something like what we did above). Bring all the information together in one place so you can compile rich, detailed customer profiles and really bring these avatars to life!

You may find during this process that you discover other potential clients for your business. For example, if you have been targeting women, you may find that you can now include a mother avatar based on the information you have found and what you intend to do with your business.

Pay attention to the ‘negative avatars’

While it is really important to understand who you are trying to attract as clients, it’s also important to know who you don’t want as clients. Creating this kind of avatar can narrow your target audience down more and help you focus more on the ideal kind of client you want.

This knowledge will help you craft even more relevant content and will help when it comes time to marketing and selling your product/services. 

9 Ways To Increase Email Open Rates

Did you know that an email ‘open rate’ is not when you send out an email and that person simply opens it and sees its content?

Open rates are defined when one of the following happens:

The recipient of your email enables the images to be displayed in the preview pane or in full view in the email or
The recipient actually clicks on a link contained in the email.

Sounds pretty straight forward doesn’t it because we usually assume that when we send an email, it is going to be opened and read by the people it is sent to?

In the case of email marketing though, this is not always the case.

But that is why you’re here.

Maybe you’re asking how this email open rate is calculated?

This is by taking the number of recipients who open the mails and dividing it by the number of emails sent that did not bounce or fail to deliver. So if you sent out 100 emails and 90 did not bounce or fail, you then take the number of emails in that 90 that are opened and clicked. If out of those 90 emails delivered, 10 opened up and clicked, then your email open rate on that campaign would be 11%.

With all that being said, maybe you’re asking how you can increase your open rate?

Let’s get onto that!

#1. Start with an engaging subject line

This is the starting point because it is the first chance you get to convince someone your email is worth opening. Make sure you are always testing subject lines to make sure you are giving yourself a chance from the start. If you are not testing this and wondering why your emails are not being opened, this is a good place to start.

#2. Speak to one person

This is a really important point because if you’ve learnt anything in the world of marketing is that when you try to speak and cater to everyone, you are likely going to land up speaking to no-one. Write as if you are speaking to your ideal client, and think about how you would talk to them if you were in front of them.

#3. Quality always wins

Why would someone read an email if they can easily just google the content you have provided? The key to having people open and engage with your emails is sending them info they are not about to stumble across anywhere else, at least easily. You want to provide quality content that the reader feels they are getting value from reading your email. The key in this is that the more interesting your content is, the more chance you will have to convince them to follow the call to action in the email.

#4. Sign it as a person

We live in a big world with a lot of people. The last thing anyone wants is to feel like ‘just another number in the masses’. When you write your emails, make sure it is coming from an actual human with a name so that people feel like they are interacting with a human and not a easy to tell bot or company. Not only is this not personal but you would have wasted your time writing amazing content only to be ignored because the person sees this as another mass mailing spam email.

#5. Pick your moment to send

There is nothing like being disturbed in the middle of the night from someone trying to get you to sign up for their masterclass. It’s annoying and people don’t take kindly to it. Always keep in mind time zones and even a good time of the day to send out. 8 am is probably the least appropriate time to send out because who wants to be propositioned when they are hitting peak hour traffic and are raging mad already. Go back to testing when the best time is to send out emails and you will soon have data to see what times work and what times don’t.

#6. Don’t get put in the spam folder

This is a no-go especially because spam filters are becoming smarter and more sophisticated. Spend time making sure your emails are not considered spam worthy because spending that bit of time to make sure it is not spam, can do wonders for your open rates. Also, remember that no one is going to go check their spam folders unless they need to so your content is going to be wasted if you land up in spam all the time.

#7. Optimize for mobile devices

This goes without saying. If you are sending marketing emails out then you need to make sure that those emails are clearly visible on both desktop and mobile devices. So many people forget that people carry their phones around with them and lose the chance to grab leads because their emails were not working on mobile or were not optimized for mobile. Mobile internet is kind of king right now, make sure you are reaching this audience too!

#8. Stay away from buying email lists

This is a giant red flag. This is the last thing you want to be doing. One you are not guaranteed how qualified these leads are in your industry context and two, these people are likely so sick of receiving emails from all the other dozens of people who bought this list that they already have their spam folder happily primed to get your email. You need to know your audience in order to sell anything to your audience and list building is a part of that process.

#9. Keep things fresh

Every so often it’s a great idea to see who is still active and what emails actually work instead of thinking you are sending to 1000 people when you are actually only sending to 100. Refresh your lists and make sure contacts are up to date. Also, keep looking for new contacts so that you always have a list populating. Never assume people will still be using their emails that you got 2 years ago let alone 2 months ago. Always keep it fresh and regularly spring clean the lists to make sure you are not creating email campaigns for nothing. 

Ebook_Email Marketing

Introduction

For those who think that email is on its way out, think again. And for those who think that email marketing is just a giant waste of time, you can also think again. Very simply, the stats show that email is not going anywhere despite how much flack it seems to get.

The thing is, email marketing is like anything else you want to do. You need to be able to do it properly in order for it to work for you. In 2017 alone, there were 1.8 million more emails sent (Communicator Email Benchmark Report 2017) with numbers expected to rise year after year.

But the question most businesses and organisations seem to ask, especially in an environment like Mauritius is, why bother with email?

The question that they should be asking instead is why NOT bother with it?

Especially if this is a form of marketing that can help generate leads for different campaigns and result in tons of new business for the company?

The problem is that there is a really big misconception when it comes to email marketing in Mauritius. This is because it has not been approached in the right way. Also, companies tend to think that buying their lists or paying a company to send out emails to thousands of unsuspecting subscribers is going to have remarkable success. And when it doesn’t, they have not only wasted a lot of money but also lost faith in the marketing strategy.

But that’s why you’re here.

We’re going to walk you through a lot of the misconceptions and guide you to why you should be spending more time on your email marketing than you already are, but, the right way.

Are you ready?

Let’s get started.

First up, we’re going to talk about what to do and not do when it comes to email marketing.

The do’s and don’ts of email marketing

The Do’s

1. Have a clear goal when sending

You’d think it goes without saying but yet here we are, explaining it.

You should never compose or send an email without a purpose in mind. For example, do you want to generate more leads? Are you looking to generate more purchases from repeat customers or maybe you just want to increase your brand’s awareness?

Before you hit send, it’s important to know why you are sending the email and what emails you will send to follow that email. Without a clear purpose, your emails will be all over the place and will not attract the attention or Call To Action you are really looking for.

Think about it, if you don’t guide people down the path, how are they going to come to the conclusion you need them to come to?

Remember this one thing when starting: Failure to plan is a plan for failure…

2. Automation can be your best friend

Especially when it comes to the outreach process because even for smaller retailers or companies, email marketing can be exhausting and time-consuming. time that you may not have to spend on this kind of thing or can afford to hire someone to spend the time on it.

But never fear, automation is here…

You should think about making it as easy on yourself and team and here is how you can start.

Welcome emails or thanking a user when they first subscribe
Emails to remind people about events or sales that are coming up
Follow up emails to send out after people make purchases
Thank you emails to your lists to show you appreciate their loyalty
Triggered emails - usually when someone does something it will trigger a certain email, eg cart abandoned, have not logged in for a while, unopened emails for a long time etc
Emails containing surveys
Email series of content you want to be fed to users as and when you wish
Newsletters

The list is quite extensive but you get the idea.

All this can save you a lot of time just by doing some forward planning.

Remember to write the emails with the same tone as you always use so that the reader does not think it’s an automated message straight off the bat. Or else you will risk people thinking your brand is not sincere.

Every email needs to speak to your user, whether automated or not.

3. Personalising your emails

When it comes to email content, your users are not going to be thrilled to know that the ‘special’ email you are sending to them is the same one your other 4,999 customers are getting.

It’s good to make use of audience segmentation to make sure that the content you are sending to the different audiences is suited for them and not just a ‘one size fits all’ approach.

You might want to consider this:

Understanding why customers are visiting your site and shape the kind of content you are sending around that
Create a ‘persona’ for each of your segmented lists with key traits of each list including things like what their interests are, their demographic info and purchases that can apply to that group.

The more you know your customers, the more your emails will speak to them.

This is what you want.

4. Make sure your emails are mobile-friendly

In other words, make sure your email appears just as nicely on a mobile screen as it does on a desktop because it’s pretty safe to say that most people are on their mobile, checking these emails on the go so it needs to be easy on the eye.

Remember that if the messages you send out aren’t easy to open and read on a smartphone or tablet, you’re turning off a large portion of your customers.

Try these tips to make those emails mobile-friendly:
Reduce image sizes by compressing them
Use an email HTML editor to make sure your images are sized according to the screen instead of pixel
Make your button and link sizes bigger
Make sure your email template is responsive
Do not use a lot of rich media in your emails
Streaming video may be great for desktop but can be a major pain on mobile

Bottom line, never forget that mobile matters now more than it ever has so your content needs to be able to adapt to that too.

5. Monitor your progress by tracking emails

You need to see how well (or not) your emails are doing.

Make sure you are tracking conversions, click-throughs, subscription rates and unsubscribes.

Don’t simply go on open rates because perhaps your emails are being opened but there is no further action taking place after this.

6. Keep your emails short BUT interesting

Simpler tends to be better when it comes to getting a message across but you also want to make sure that you keep the reader engaged in the email.

Good emails highlight and contain a single core message and avoid rambling.

It says what it needs to and then gets out.

Even emails like newsletters need to be kept to a few hundred words because people just are not interested in reading.

Keep in mind, you are competing with email read times of around 15 seconds on Android and three seconds on iOS. If you don’t keep it single but interesting, your emails will just not be read.

7. Always be honest

From the start, be honest about what kind of content your email list is going to be offering users and do mention the frequency of your emails.

This may seem like a small detail, but people appreciate the transparency particularly when we live in a time when everyone is trying to sell anything to anyone.

Be clear about what people are getting when they sign up so that they are coming into this relationship with all the information.

Then, if they decide at that point it is not for them, they have the option to unsubscribe instead of reporting the emails as spam at a later stage.

The Don’ts

1. Don’t spam people

This should do without saying, in this day and age - it must be avoided at any and all costs.

While most people practice this sentiment, there are certain elements of an email that don’t make the email ‘spam’ but do make the email appear in very bad form and as a result, can be classed into the same category as spam.

And when they happens, you can be assured there is only one thing people are doing to those emails (no matter how amazing what you might be offering is) - they are trashing them and most likely reporting them so they do not have to receive any such thing again.

Make sure you do these things to avoid being labelled a spammer and coming across completely unprofessional to your clients.

Do not email people who have not given you their express consent to do so
Always use the double opt-in option to make sure those who have subscribed, confirm they are accepting to receive content from you ( avoids ‘accidental’ sign-ups)
Be very clear in your emails about who you are and how a person may contact you
Don’t over send emails. You don’t want to overload your list with emails that will make them feel like this is getting too much.
Make the process of unsubscribing easy to do, there should be a clear link showing people the way they can unsubscribe. The harder this is to find, the more annoyed the reader will get.

2. Don’t be boring

The last thing you should want to be doing to your subscribers is boring them.

Even if you are automating certain emails - the responsibility is still on you to make sure that the content is interesting and not just salesy all over. Include images, make sure your headlines are catchy and grab people’s attention. After all, you want people to be glad to receive your emails.

Imagine when you are composing the email if it were you receiving this mail, would you be interested in reading it? Being biased here will not help you. Be honest with yourself so that your email quality can remain at a high level. If you can’t be bothered with what the email says, imagine how subscribers will feel.

Also, remember that how much effort you put into the writing of emails is in direct relation to how people are going to receive them. Imagine it this way. If you walk around smiling at people, they are bound to smile back, guaranteed. Maybe not everyone, but someone will.

Keep that in mind when writing your emails and avoid being boring at all costs!

3. Links

You can have the best looking, sounding email there ever was and it turns into a complete failure by not including a strong call to action.

If you talk about products/services - make sure your links are tested and give access to the content you are talking about.

There are many ways you can visually catch someone's eye in the email itself perhaps by using a sidebar similar to something you may have on your website.

Try asking the right questions in your call to actions (like isn’t it time you did X instead of Y)

Try to always include calls-to-action that are relevant to what you are offering them or else they can be missed entirely.

Make sure your CTA’s are always visible and accessible.

Where applicable always add urgency your campaigns.

4. DO NOT BUY LISTS

Just don’t.

This is probably the most important aspect of this guide. The one thing you should really and truly steer clear of.

You know the kind I am speaking about. The one that arrives in your inbox without fail every single day advertising just about anything and everything. Most of the time it goes to your spam folder (for good reason too) and its effectiveness is poor.

But, it promises attractive email delivery figures (100k+ in some instances) and that is where people fall for it.

The fact is, you are not getting the chance to have 100k+ subscribers, you are helping this business make LOADS of cash on people who think they cannot build their own lists.

But here’s the thing.

You CAN build your own list.

Just because their numbers are impressive does not mean every single person is opening and consuming the content within. The only thing going for a list like that is that it sends to large numbers.

The real numbers that matter are open rates, Click-Through Rates & Results.

You have no way of tracking the data, seeing where you could improve or truly understanding how many new leads you are getting from ‘buying a list’ like this.

Remember also, that the quality of leads you are getting is not geared towards your brand but simply anyone who has at one point opted into one their schemes unwittingly opening them up to a lifetime of emails that deserve to be in the spam folder.

In other words, you are not getting quality leads nor are you getting leads that are interested in YOUR business. And if you are not growing your list consciously with this in mind, then you are not serious about that list nor are you serious about bringing in more business.

List-buying is a waste of money. If you are that keen to spend that kind of money invest it into your own list building and incentivise users to subscribe. Think discounts on products, videos, ebooks or even webinars. What we are leaning towards here is: Give them value in exchange for their email address and make them understand they are getting that value.

Again, we will say it. DON’T BUY LISTS. Just don’t.

It is illegal to start with and unethical to spam prospects with your promotions without permissions.

(We will elaborate on growing VS buying lists in the next section of this book)

5. Do not hit send without testing, editing or proofreading

Before your email hits the inboxes of your subscribers it should be tested, checked and looking exactly how it’s meant to.

Blatant typos, wrong dates, names spelt wrong or images that don’t quite fit in how they are supposed to make your email look unprofessional.

It should be a rule of thumb to check that this kind of thing does not happen.
Test the opt-ins work, the emails are delivered and make sure that you check the emails on multiple devices to make sure they display correctly.

Get others to check as well, as they may pick up on things you could have missed.

Bottom line. Do not send without checking.

6. Don’t centre in on the sale

We know the reason for building lists is to turn leads into customers. Most of these people understand that, at some point, they are going to be marketed to, propositioned etc. But there is no reason to concentrate only on the sale and closing it.

For starters it makes you look like you don’t care about the human element and just want to rake in the money on all these subscribers you have.

Like anything, there is a time and a place. Concentrate on showing users they are valued and that them being part of your list means something important to you.

Give value wherever you can. Cultivate a relationship with users, do not just push the selling onto them at every opportunity.

If you only take care of selling to them, they will either unsubscribe or report your emails as spam.

Remember, you need to give value.

7. Don’t be over the top

You know what we mean. Too much of everything all jammed into one mail.

Too many images.

Being too much with the subscriber, using their name in every sentence.

Being like that desperate person everyone avoids at all costs because they just cannot bear to see you act overboard all the time.

Don’t turn your emails into that desperate person that everyone avoids.

As we mentioned further up, keep the email content simple BUT interesting. It’s a fine line yes. But it is achievable.

Stick to one core idea per email and work around that.

Make sure there are images that complement the content not take the attention away from it.

And finally, don’t try to cram everything into one email all at once.

Growing your own lists vs buying lists

If you’re in business then your business needs recurring customers. How do you go about getting those customers?

They need to know about your brand and whatever product or service you offer and they, of course, need to be the kind of people who would buy your product or service.

Maybe you’ve heard a lot of subscriber lists but haven’t really taken care of them. But you should be paying attention to them because not only can your email marketing turn them into leads and then eventually, customers but it’s something you can do instead of having to buy.

In Mauritius, you need to keep in mind that buying lists may be easy but that it’s a dead end marketing strategy that lands up being a waste of time and money. Why?

No one pays attention to these emails not in the way that you think they will. Most don’t even open them and they go straight to spam or are trashed by the subscriber.
Your message or call to action that you need the subscriber to engage with is likely lumped in with a few other companies who have paid for the same thing you have and there is just too much going on with for people to engage with.
Most of the sentiment is that these emails are all people trying so desperately (and annoyingly) trying to sell something to you.
People have become desensitised to the mails because they know there is nothing of value in there for them.

Do you really think it’s worth paying for a service that people are not even engaging with?

Think of it like this. You are in a room filled with people and you are talking into a microphone offering them the most amazing thing they will ever see and not one of those people are paying attention to you or even looking at you. Get the idea?

So you’re probably thinking, what makes growing your own list any different to this?

Well, for starters, you are talking to people who have already taken an interest in your product or service.

Growing lists is not the most difficult thing your business will ever do. By offering people something of interest and targeting them appropriately, you can attract subscribers who sign up for your information and agree to receive what you send them.

Think of it like this: you offer a free video series, whitepaper, ebook, audio series etc to which people need to sign up to receive. You are building your list in exchange for the content you are making available to people who are interested in it.

Once you send traffic to the page which offers people this free content, they need to sign up and this process - repeated over and over - results in your building your own list.

Of course, this is not the only way you can build your list, there are literally dozens of ideas you can do in order to build your list.

Introducing permission-based email marketing into your marketing strategy

The first step towards growing your own subscriber list is adopting what is known as permission-based marketing.

It’s simple. This is the act of people giving you their permission to market to them. This is the point of getting them to sign up for whatever content or free offer you have for them. And this is the consent they give which helps you know that you are talking to the right people when you start your email marketing campaign.

If people do not give you their permission, they don’t receive your emails. Simple.

The subscribers are not only they are signing up for your content or offer but they know what they are signing up for too. Because permission-based marketing means being open and upfront about this entire process. Maybe it’s a newsletter or people are agreeing to hear about your latest offers. However you are conducting your email marketing, this is probably the best way to go about doing it. Plus you are also getting the right people - in other words - the people that WANT to receive the info.

Why this matters so much in email marketing is that it gives you the chance to establish a relationship-building process.

You are not simply pushing content on them that you want them to take action on, ie, buy. You are taking the time to get to know the subscribers and helping them to get to know you too. Plus it gives you the chance to offer them valuable content before warming them up to whatever offer, product or service you intend to show them.

The analytics of successful email marketing

When you are running email marketing campaigns, you are going to need to make sure you are measuring the analytics around it or else it is a kind of pointless exercise to get into. The whole point of being able to have a successful email marketing campaign will be based on the results you are able to measure and generate.

For example, maybe you’ve heard terms like ‘Click Through Rates’ and ‘Open Rates’ and aren’t sure how that will factor into your email marketing strategy.

So let’s explain a few of the commonly used terms.

First up is Click Through Rates.

What is it?
Simply put it is the number of people who received your email that clicked on one or more of the links contained in the mail.

(Now’s a good time to remind you that if you aren’t putting links into your email campaigns, there is really no point in doing them because you have no way to measure them)

Maybe right now you are asking why it’s such an important metric to be tracking?

This is because it is the metric that is able to give you direct feedback into the kind of content your subscribers are engaging with as well as how many are engaging with what content. This is one of the ways you will then optimise your email campaign because you will be able to tell what content is favoured overall and how much the list you are growing is engaging with your contact.

How is it measured?
You can calculate the CTR by taking the total clicks divided by the number of delivered emails and multiplying that amount by 100.

Example: Say your campaign gets 500 clicks ÷ 10,000 emails that were delivered * 100 equals to 5% CTR. This is analytic that you are going to keep on doing because it will give you an idea where you need to improve as well as an overall idea on how the subscribers are reacting to the content.

These results are also measured to see how your split testing efforts go. The higher the CTR is, the more results you are going to get which is why this is a good way of optimising your content and growing your lists.

Remember though that you should not confuse CTR with open rates.

The difference is that your open rates are just a measurement of how many people actually opened the mail but the CTR tracks how many not only opened but clicked on one or more of the links contained in the email.

So while you may have higher open rates, this can mean pretty much nothing unless your subscribers are clicking on links in your email and therefore engaging with your content.

However, the open rates can also help guide you when you are optimising content by using it as a guide to see what people are not interacting with. This way you can adjust the content so that you are able to convert those open rates into CTR.

GDPR and 3rd party lists

The General Data Protection Regulation (GDPR) has brought some big changes to the online world and even though the regulations were implemented by the EU, it has had a big impact on email marketing all around the world.

Before the regulation was enforced, buying of 3rd party lists were something pretty common but since its introduction, the rules have somewhat changed.

Like we pointed out earlier, building your own lists holds a lot more advantages for you and will save you a lot of money that you’d be otherwise spending on buying subscribers who tick all the right boxes of what your client list should look like. But the problem with buying these 3rd party lists is you just cannot be sure you are talking to the right kind of client.

Also, something to bear in mind is that people are getting tired of signing up for these kinds of lists only to be bombarded with dozens of other email marketing that they are not totally sure where it comes from. This is why now before organisations can sell these databases, they need to be able to prove they built the list whilst complying with the GDPR and they also need to have permission that they are allowed to use the details for advertising purposes and that they are also allowed to send this data to other recipients for direct marketing purposes. Sounds like a lot of hoops to jump through, doesn’t it?

This is another reason why buying a 3rd party list is not the way to go and why building your own list not only keeps you accountable to you but also gives you the peace of mind that you know where all your contacts come from.

Before acquiring a contact list or a database with contact details of individuals from another organisation, that organisation must be able to demonstrate that the data was obtained in compliance with the General Data Protection Regulation and that it may use it for advertising purposes. For example, if the organisation acquired it based on consent, the consent should’ve included the possibility to transmit the data to other recipients for their own direct marketing.

Conclusion

It’s really important to remember that email marketing is a helpful tool that can do great things for your business granted it is done the right way and its success adequately measured.

In short, if the email marketing process were to continue the way it is currently going on in Mauritius, it is eventually going to die out. Not only because it will no longer be deemed of any value but also because people are tired of the amount of spam out there.

The last thing you want your company doing is earning an online reputation as spammers. You have to remember that people have spam filters and your emails won’t even reach the inbox of these clients if your emails don’t make the grade.

It is therefore essential that building lists by organisations are used to build better relationships with leads and clients by offering valuable content to its users and earning their trust, the right way.

This email marketing process should be seized as an opportunity for people to get to know your brand and not give future clients anything to moan about when it comes to the way you market yourself. The last thing you want is a reputation for hounding people to buy buy buy. That is only going to turn them away. Period.

Like with anything related to marketing, a long-term strategy is always favoured and should be used as a means of optimising the emails you are sending. At the end of the day, you are looking for people to love your brand because people who have been won over by your brand will be a lot easier to convince in the long run as opposed to people who sigh every time they see an email enter their inbox from you.


Note

“If you rent a list, buy a list and mail people without their permission that’s literally spamming.

There are quite a few companies in Mauritius who are in the spamming business and it’s surprising how the big corporations hire spammers.

There are a lot of legal and reputational risks when it comes to spamming from a Mauritian Law perspective and GDPR perspective because you never know who is on those lists.

You can be spamming Europeans through third-party lists and exposing yourself and your company to lawsuits.“


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