Weekly Roundup #37 – Email Triggers, Social Selling Tools & FAQs

Well, sorry for the tardiness. Our bad. We’ve been away enjoying the summer elsewhere, seemingly missing London’s only sun of the year. How was it? Did you get sunburnt in a beer garden? Answers on a postcode please.

If you haven’t already taken a look at our previous roundup here: Online Grocery Shopping, Homeware and Facebook Tools. Without further ado, let’s take a look at this week’s biggest digital marketing stories.

What Are Top Brands Doing With Their Emails?


Marketing Profs email campaigns

Source: Marketing Profs


Let’s start by asking you a simple question. Are you using triggered emails? Yes? – Good. No? Why on earth not? A recent study carried out by Yesmail has shown that triggered email campaigns receive double the amount of opens and clicks. And before you start with all those doubts about the survey, this study analysed over 6 billion emails. I’d say that’s a fair sample size.

In case you didn’t know, a triggered email is an email that is sent automatically as a result of a user action. That could be submitting details on a form, not opening a previous email, or even an event like a birthday or national holiday.

The report discovered that rather than sending business as usual (BAU) emails, 28.7% triggered emails are opened compared to 14.5% of BAUs. Twenty-two point five percent of triggered emails are clicked-through, compared to only 11.1% of BAUs.

Want some more crazy stats? Even though triggered emails make up 2.3% of all emails sent, they generate 9.7% of all revenue (through email campaigns).

And another bonus? Massively reduce your admin time! By sitting down and scheduling all your event and user based triggers, you can free up your own (or your staff’s) time. In case you’re not getting it, we’re massive advocates of this practise and are automating as much of clients’ emails as possible. Do it too.


How Fast Is Your Website?

Website speed for CRO

It better be as fast as possible! A recent study by Mobify has found that quicker websites lead to higher conversion rates, increased revenue and greater user engagement. All for the cost of a content delivery network.

Specifically the report found that an increase delivery of the homepage and the checkout process correlates with a 5.17% increase in user-based conversion. Which might seem pretty obvious, especially with the increase of mobile browsing and shopping in Europe.

However, it is the affects on user behaviour which are the most interesting. On average an increased website speed lead to an site-wide increase in pageviews of 1. Now, that might not sound like much, but according to the report the average American company’s revenue increased by $398,484 when the pageviews increased by 1. Impressive, huh?

With so many sales now taking place on mobile, keeping the user engaged and pulled further into the website is of paramount importance. Minimising lag on mobile devices is one way of working towards this goal and is something that we highly recommend all of our clients do. The bounce rate reduction alone is incredibly impressive.


Do You Need An FAQ Page?



Source: Tumblr


Yes you do. But let’s talk about how to do it properly. First, let’s consider the reason for creating an FAQ page in the first place.

  • Answering those Frequently Asked Questions that clog up your phone lines and inbox. (duh!)
  • Assuaging any anxieties the client may have about making a purchase.
  • Offering expert insights and advice in order to increase consumer trust in your company.
  • Showing off a bit of your companies personality. (if appropriate)
  • Improving your SEO.

The first few reasons sort of go without saying and are more of a prompt for you. But let’s take a brief look at the SEO benefits that you can expect.

Think of your FAQ page as a catalogue of questions. A list of all the potential enquiries that users might ask you, but more importantly, that users might plug into Google. Very importantly think about HOW they might write those questions out.

For the most important enquires we recommend creating dedicated landing pages that go into the specific details of the question. This needs to be focused on SEO and inclusive of all the language that the consumer will use. In order to boost your website’s SEO, you can link to these specific landing pages from your catalogue of FAQs. If done correctly, you can have traffic from users who aren’t even searching for your brand, but are enquiring about topics in your industry. Done very well, this can turn into a lead and then a sale. So start asking yourself what you can do!


Social Selling Tools And What You Need To Know About Them


Social tools Spot Studio


We know, we know. The term social selling tools sounds more like a cuss a marketer might overhear themselves being called down the pub, but let’s look at what they can do for you.

Defined as basically any social platform through which you can make sales, social selling tools have been proven to help many aspects of your sales funnel – not just the final purchase. In a recent study by CSO Insights (a research team focused on improving complex B2B sales) and Seismic (sales solutions), it was revealed that 40% of companies were able to reduce account and contact research. This was followed by:

  • An increase in the number of leads (33%)
  • Deeper relationships with clients (31%)
  • Improved lead conversion rate (24%)
  • Shorter sales cycles (14%)

And this was all achieved by strengthening their social media channels and engaging in deeper client research. By seeing what a potential client is sharing on LinkedIN, is Tweeting about, or posting on Facebook, these companies have focused on creating social content that will enamour the client to them. It also gives the company a direct avenue to contact their prospects directly. The best thing? This is something that every business can do, all you need to do is be smart and think a bit more about what your social media can tell you.


Are You An Online Only Retailer?

eCommerce laptop fresh

If so, we’re going to leave you on some good news this week. It has been found that online only retailers are growing faster than multi-channel businesses. This comes from IMRG Capgemini Sales Index, which released figures showing online-only retailers had grown by 24.8% in the last 6 months, with multichannel retailers only growing by an average of +9.5%. In addition, Online Onlyies have an average basket value of £6 more than their counterparts. Not so surprisingly this has also coincided with the sharp increase in mobile sales.

When you consider the reasons why, it’s hardly a surprise. Only Onlyies don’t have the same overheads as multichannel businesses. And whilst multichannels have to focus on running all of their channels, the Onlyies only need to focus on improving their online platform. Of course, any business worth their salt has focused a great deal of attention on optimising their mobile application, and the rest, as they say, is history.

So if you’re an online only retailer, keep up the good work. A multichannel? Work on making that mobile application as efficient as possible, otherwise you are going to be left behind in the dust.


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Philip Likos-Corbett

Information Architect

The smartest, best looking and most captivating guy at Spot Studio, Philip also writes these biographies.