Archive for category: General

Email marketing messages can be categorized into two types: those swiftly discarded and those that spark the thought, “Hey, there might be something valuable here for me.” As business owners, your aim is to craft messages that fall into the latter category. This prompts the question: How do we achieve this?

Numerous methods exist for enhancing our marketing emails; however, a lesser-known yet highly effective approach involves utilizing Preview Text. This game-changing technique elevates the calibre of marketing emails and enhances open rates. Have we piqued your interest? Great, let’s delve straight into it.

What is Preview Text?

This is the text that appears as a preview next to the subject line in the inbox area, typically presented in a subtle grey color, which might vary slightly across different email providers. Its primary objective is to encapsulate the core content of the email, enticing customers to click and peruse the entire message.

There’s a tendency at times to conflate Preview Text with Preheader Text. However, Preheader Text is actually content extracted automatically from the campaign itself, typically derived from the initial paragraph or the upper portion of the email’s outset.

Why is it important to write Preview Text for your marketing emails?

Stand out from the competition

As previously discussed, Preview Text offers a notable edge in crafting marketing emails. However, many business owners remain entirely unaware of its existence. Crafting a successful preview text—one that manages to correspond with the subject line, creates interest, and drives action—will bestow your business with a substantial advantage, setting you apart from competitors within your customers’ inbox.

Intrigue the customers

An excellent subject line is certainly crucial when it comes to marketing emails – but even the best subject line you encounter will become much more complete and successful thanks to the Preview Text that complements it. While the subject line offers a glimpse into email content, Preview Text functions as an augmenting force, leveraging it. For example, if you’re planning to launch a new product: the subject line sets the stage, and the Preview Text acts as an amplifier, featuring additional details, a compelling call to action, and captivating content to heighten customer intrigue, ultimately driving them to open the email and explore the new product.

Be perceived less as spam

Marketing emails incorporating Preview Text are perceived as more amicable and less like spam. An effective text will create a positive impression towards your business, enhance credibility, and clearly reflect what content will appear in the body of the email – in contrast to messages without Preview Text that might appear robotic and questionable.

Increase the message opening percentage

Each received email undergoes an automated and anonymous evaluation, based on the sender’s name, subject line, and preview text. This quick assessment determines the email’s credibility and pertinence to us. A harmonious combination of the sender’s name, subject line, and preview text contributes to heightened email open rates.

How to write an excellent Preview Text?

Using the help of AI  – Using a content creation platform like ChatGPT can be invaluable in crafting an exceptional Preview Text that seamlessly complements the overall content of your marketing email. Here’s an instruction to generate a motivating Preview Text along with the complete email content, providing you with diverse options for compelling texts to consider:

Create a call to action and incorporate incentives – Crafting Preview Text with a strategic call to action or enticing incentives significantly heightens the likelihood of contacts engagement. It’s crucial to predetermine the precise action you aim to prompt in the contacts and only then write a short, focused text with a promise regarding the content that will be delivered in the full email. For instance, if you’re sending an email to promote lottery registration, formulate a Preview Text that highlights the registration opportunity and emphasizes the allure of an equitable prize awaiting the winners.

Write different text from the subject line – By the way, if you were curious – achieving the most from the Preview Text necessitates more than mere “copy and paste” of the subject line. Ensure to craft a dedicated text that aligns with and augments the subject line, enabling you to fully exploit its potential.

Combine the code that hides the Preheader Text – Lastly, an important tip from us – in the scenario where you’ve written a Preview Text that doesn’t reach the maximum character limit (up to 130 characters), the remaining characters are auto-filled from within the campaign content. To prevent that, add the following code after composing the Preview Text:

The code:  ͏ ͏ ͏ ͏  ͏ ͏ ͏ ͏ ͏

A simple browse online often reveals the phrase landing page, but what do we really know about this tool for our business?

Just like its name, a landing page is the place where the potential clients of your business land for the first time, and get the best glimpse at the product or service you provide.

This page will usually not be your home page or online store, but rather a completely separate external page, containing one goal that you choose to promote with your business. This page contains all the relevant information that will lead the visitor to purchase or close a deal.

Common uses for landing pages

Landing pages can have different purposes, which affects the type of content and design. Here are some examples of the more common types of landing pages that can be found online:

Signup form for updates:

Using a registration form for updates, you can create a contact list of potential clients for your business. This mailing list can be used by you for mailing special offers, valuable content, and important updates about your business.

Contact information form (leads form):

A landing page whose purpose is to collect contact information should include all the information relevant to the visitor so that they will feel the desire and confidence to leave their contact information for the rest of the sales process (usually they will receive a call to schedule a meeting or to clarify final details before ordering/purchasing).

 

Event registration form:

A landing page that allows you to register for a conference, workshop or webinar is very popular. It is important to describe the content of the activity on the page as well as the lecturers, the schedule, and of course operational information such as address, directions, parking, etc.

What is the recommended structure for landing pages?

There are two ways to build and design your landing page. For each – there are advantages and disadvantages and above all – suitability for different uses.

Short and to the point – the short landing page is designed to ‘get the job done’. In a few seconds, it must explain to the client what solution your business has to offer. On a short landing page, the margin of maneuver for marketing content foreplay, recommendations, and bombastic headlines is smaller. It will usually include a prominent title, a short and catchy text about the solution, highlight the value (for example a particularly interesting offer), and of course – the send button.

Long and planned – the purpose of long landing pages is to “pre-cook” the visitor towards the sales process. They are full of content and examples from the field. This type of landing page is suitable for the marketing of workshops, or services and products that require an explanation and preparation of the ground, to name a few examples. Landing pages of this type are designed in a more marketing oriented way, they emphasize the benefits of the product in a very prominent way and significantly increase the chance of closing a deal with those who contact you through your landing page.

How will visitors get to my landing page?

After designing the landing page, we will receive a link that clicking on it will show the page to visitors.

The link can be posted in a Facebook ad, a sponsored Google campaign, or even an email or SMS campaign. If your landing page is designed to increase your contact list, it is recommended that you set it up as a permanent link from your Facebook page.

Easily create a landing page for yourselves (and by yourselves)

If you have come across landing pages throughout your working day, you must have assumed that this is an expensive service or one that requires you to hire graphic designers and programmers.

We have some good news, it is as easy as it is effective.

Using the inwise system, creating a designed and effective landing page becomes a simple and quick task. You can choose your template out of a wide variety of designs and publish them immediately.

For more information

It seems lately that it has become impossible to have a day pass by without hearing people talk about AI technologies (Artificial Intelligence).
Terms such as “AI Image Generator” or “ChatGPT” have become present almost everywhere, so much so that we can no longer ignore the presence and potential hidden in these technologies.

So what is AI Technologies?

Artificial intelligence is the ability of technological devices to perform different human actions. To summarize the complicated technical and complex explanation in one sentence, AI is an enormous collection of algorithms enabling technical devices to precisely imitate and implement human actions.
The good and most recent news is about Generative AI technologies. Artificial intelligence creates completely new content, from scratch. These technologies enable generating visual content (such as photos, drawings, and artworks) as well as written content. Software such as Generative AI are based on written descriptions, out of which they create brand-new content.

How can these AI technologies be used?

Chatbots – you know those chats that appear at the bottom of various websites? The answers to the questions you send there are fast, intelligent, and humanlike, and are in fact a conversation created using AI technologies. The intelligent texts are written quickly while adapting their style and content to the person chatting with them.

Creating images – one of the most amazing things is the ability to create brand-new photos using AI technologies. How does it work? You open an AI software specializing in creating images, type a short description of the image you wish to create and after several moments you will receive a new creation, a result of your imagination created by the technology.

Writing texts – if writing is something that doesn’t come easy to you, AI is here to help you with that as well. There are several software that will help you write paragraphs and even full articles (mainly in the field of SEO). All you have to do is provide it with a short explanation of what you would like the text to speak about.

How can you use AI technologies to market your business?

The benefits of the AI world slowly seep into a variety of fields – among which, is digital marketing. Assuming you wish to dive into the AI universes and experiment with incorporating the different technologies into marketing your digital business, here are some ideas you could implement:

Writing texts for text messages (SMS) – marketing using text messages is an efficient and wonderful tool, and using AI technologies will upgrade it greatly. For example, if you need an idea for a message informing you about a sale in your business, you could ask ChatGPT to write the text for you.

Writing newsletters – no doubt that when speaking about regularly writing content that repeats itself, creativity and originality could become a challenge. Here, you can use the content technologies to assist you in finding new and refreshing ideas for your business newsletter.

Personalization – among many incredible advantages of AI, one of its strongest features is its speed. In the case of creating personalized content, this is a huge advantage since the software enables creating a number of different versions for one message. For example, if you wish to inform two different target audiences of the same sale, let’s say younger and older people, you could easily create two versions of the text, each addressing a different audience, informing them about the same in an adapted and appropriate style.

Email titles – using AI will allow constant optimization of your marketing email titles. You can get ideas for a variety of different titles and edit A/B testing for them.
Drafts for blog articles – if you have written an article for a blog before, you must know how exhausting assembling the information could be. Here, you can use ChatGPT for a specific inquiry that, in one text, will assemble all the answers you’ll need following the research – and you can use that as a first draft for writing your article.

Research – unlike search engines that send us to a wide variety of different sources of information when we raise an inquiry, software such as ChatGPT provides us with precise and comprehensive answers in one place. This way, the next time you need to find an explanation for a presentation of a text you are writing, you can take this shortcut and receive an answer faster.

Images – finding photos for newsletters, articles, and posts for social media is a real challenge. When searching the web – we won’t always manage to find just the right image for us, or we risk encountering copyright issues. If we wish to create images from scratch, we would have to go to a graphic designer, which could lead to a long waiting time until we receive the version we are looking for, alongside the high costs it will incur. To make this challenge a bit easier, you can use AI Image Generators to easily and quickly create your visual content.

There is no doubt that welcoming AI technologies into the marketing world is a huge deal. We are currently witnessing the first stages of a revolution that will change the world of creating content and marketing as we know them, and that is definitely exciting. That being said, it is important to remember – in spite of the high intelligence of the technology, it is yet to replace the human brain.
In addition, most technologies are mainly focused on the English language, and their performances in other languages are quite lacking and imprecise.
That is why it is important to carefully review the content the softwares provides, find mistakes and refine the outcomes so that they match your specific vision.

So how do we go on from here? Start by creating an email campaign and ask the help of ChatGPT for ideas for subtitles, finding proven information for writing, and formulating a winning email title. In your campaign, integrate images you create yourselves using Dall-E 2 or Midjourney. It is a chance for you to innovate and improve your digital marketing skills.

Imagine the following scenario: you’ve created a marketing email for your business, you’ve come up with an awesome title, precise text, and you’ve even gone all the way and created an amazing graphics design. You then send the email to your contact list, and you find out that it ended up in the worst place: the spam folder.

Your email goes a long way until it reaches your clients. The journey begins with the transitioning between servers and Internet providers, corporate servers, and various software – and in each encounter, there are various filters that will scan your email and examine it, to determine whether it should have reached the inbox or spam folder.

What’s the story behind “Spam” messages?

Spam is in fact the modern name for “junk mail”. The various email systems (Gmail, Yahoo, Outlook, etc.) have learned to recognize certain emails as a nuisance – detect if they contain viruses, content that might seem suspicious, or if they were sent to recipients who did not confirm receipt of those emails. Emails that are classified as “Spam” will be sent to the spam folder, where the recipients can choose whether to open them or not (spoiler alert: they will probably never open them).

Why do your emails end up in the spam folder?

With the help of algorithms, various email providers have learned how to automatically identify spam messages. Although the ways in which the algorithms work aren’t always revealed to the general public, what we do know is that they are based on databases of user reports. The users mark whether the message they received is indeed spam or not, and thus different systems know how to classify the emails as spam when necessary.

Which messages will be classified as spam by email companies? For example, messages with fake email addresses, messages that are sent from an unverified sender, messages without content, phishing scams (fraud that “fishes” confidential information about users, while impersonating as fake websites), emails that violate the policy defined by the email system (such as companies that send messages to clients who have not confirmed receipt of emails in a distribution list), or additional messages sent by an entity that was previously reported as a spam sender.

Apart from screening spam emails, the “deliverability” of the email is of great importance. The email systems examine the level of reputation of the entity sending the emails, as well as the level of quality and reliability of the server from which the email was sent. Therefore, to prevent your emails from reaching the spam folder, it is important to maintain reliable and high-quality servers, allow replying to emails, having a sender address that includes a name (not a No-reply for example) and an ending that is not of the free e-mail systems.

This is how inwise prevents emails from reaching spam

In most cases, the spam screening made by email companies works wonderfully. But what happens when it makes a mistake and chooses to screen the emails you send on behalf of your business to your clients? To avoid this frustrating scenario, we, at inwise, have created a system that offers a number of smart solutions that will help the emails you send reach the inbox destination:

Anti-spammers is us

inwise is committed to an anti-spam policy and operates according to its rules. What does that mean?

• Monitoring contact lists – we go through each contact list to make sure they are authorized and approved lists. Every account opened at inwise undergoes a strict examination in which we require information before confirming the activity of the account (among other things – the source of the contact list) out of fear of spammers.
• The sending address – every email we send must include the address of the sending business so that the contacts can identify the source of the message and even send a response when necessary.
• Content monitoring – all emails sent through our system are examined and monitored, so that offensive or inappropriate messages will be deleted immediately.
• Unsubscribe – the emails sent from us include a link to unsubscribe from the contact list, so that, if necessary, the contacts who receive the messages can easily remove themselves from the contact list.
• Keeping a close relationship with Internet companies – increases the chances that the emails we send safely arrive at their destination. In addition, in exceptional cases of reports made by senders, we examine the cases and handle them in the most comprehensive manner.

Making sure you are-really-you

In a time where phishing comes from everywhere we look, protecting you is our top priority.

• Using DKIM, SPF and Domain keys, we make sure that your domain address (the address from which you sent the email) matches your business domain. The purpose isֶֶ to prevent third parties from trying to impersonate you, or defraud using your name. For example, when receiving an email from postoffice@post.com, we make sure that it is indeed the Post office, and not an entity trying to use the name of the post office and defraud clients.
• What happens in cases where large companies block and screen emails sent to employees for information security purposes? We directly contact the IT departments of the companies to open the traffic of emails sent through the Inwise system.

Automatic removal of contacts

If a certain client reported an email you sent as spam, we will make sure to automatically remove them from the contact list so that no further messages are sent to them.

• We allow adding a button that allows reporting a certain email as spam(by the way, the Internet companies also have a button that allows submitting a complaint and reporting spammers).
• In addition, our system receives an alert when a recipient complains about spam, makes sure to remove them from the mailing list and examines the sender.

Resending

There are cases in which an email you sent will not reach its destination (due to an incorrect address, the recipient’s mailbox is full, or a variety of other reasons).

• Assuming such a scenario exists, inwise tries to send the message to the contact a specified number of times. In case the email is not sent, it stops the sending attempts so that the mail servers will not recognize it as spam – since, if we keep on sending the message again and again, it will consider these attempts as malicious action.

These are just some of the actions that inwise performs for its clients. The variety of actions performed by the system are designed to maintain the flow of your business emails, the image of your business, and the quality of your marketing activities.

Though WhatsApp has been in our lives since 2009 (crazy, right?) – it only recently introduced the possibility to market using the app. How did that happen? WhatsApp is very protective of the privacy of its 2 billion users and makes sure to keep them away from unnecessary spamming. Now, the company is trying to find the correct ways to integrate marketing content that on one hand will keep her clean of spam and on the other, allow innovative marketing options.
After diving into marketing on WhatsApp, and learning about the advantages and disadvantages, you can decide if you wish to give it a go. Think it’s the way to go? Great, we assembled a list of tips for correct marketing of your business on WhatsApp. Let’s get started:

The steps for accurate marketing on WhatsApp:

Defined goals

Similar to any marketing campaign, it is important to predetermine the goals and character of the messages, so that they can clarify how you should approach the campaign and which content to create. For example, a campaign designed to update new clients on sales or a campaign designed to keep existing clients, will not be formulated in the same way and will target different population segments to realize these goals.

Create a contact list

Not every marketing content will be relevant to your entire target audience. Create a contact list for different target audiences so that you save them from spamming and make the connection between the content and the clients more precise. For example, if you have a pizza chain and you wish to give a special price to residents of a certain city, create a list of only the residents of that city. Alternatively, create one base with information fields using which you can perform relevance segmentation.

Using information about clients

The personalization effect is important when writing WhatsApp messages and creating the sense of a personalized message. Use information such as first names, last purchases, and important dates – and integrate them into your WhatsApp messages. The conversation will then be accompanied by context and a feeling that you “see” the certain client to whom you are writing.

Give value, Give value, Give value

As you expand your contact list, try to be original and creative when formulating your messages – at the end of the day, the client is looking for the bottom line – why should I read your messages? Did I just see that promotion you sent on Facebook or the local magazine a minute ago? If so, then I don’t necessarily need to give you my phone number for direct and personal communication.

Invest in content

Interesting, creative, and relevant content becomes crucial in WhatsApp marketing since it is a wonderful way to stand out in an ocean of messages your users receive on a daily basis. For example, if you create content that is characterized by a unique design language, or written in a funny and smart way, the messages you create will stand out from other content that your users will receive and give you an advantage.

Dosage

When it comes to WhatsApp marketing, minimalism is the key.. Carefully choose the campaigns in which you will integrate WhatsApp and make sure you reduce the number of messages to the bare minimum. This way you will be able to maintain your business image clean of spam and pleasant for the user.

Get to the point

WhatsApp is fast, instant, and light – and that’s what your marketing messages should be in order to keep your recipients attentive. And what does that look like? A message should have one main, focus, and precise message. Nothing more. For example, a message about a sale should only speak about that.

Give up the bots

The sense of an authentic conversation is an essential part of WhatsApp, therefore bots are not the way to go here. People like to talk to people, they like knowing that there is a real person on the other side who is listening to them and it is important to integrate that into the communication on WhatsApp. If you insist on using bots – make it clear that it is a bot that “speaks” with them.

Match the type of message to its content

Since WhatsApp is easy to use and instant, it is important to match the message to this profile. For example, providing customer service on WhatsApp could work for businesses that require the client to send documents or photos – since that’s easy and comfortable to do using this interface.

Present yourselves

Using the representative’s name will take away the unfamiliarity and the potential “bot” feeling that accompanies conversations of clients with different representatives. In case you open the conversation with a new client, it is important to present yourselves by name, thus reinforcing the feeling or human closeness.

Add a logo on your profile photo

In order to maintain the brand unity of your business, it is important to present the company logo on the WhatsApp profile photo. This way, your clients can be sure to be speaking with you and will save potential confusion.

Emojis

If you ask us, this is one of the best features of marketing using WhatsApp. The emojis light the mood of the conversation, add fun visuals and create a sense of a friendly conversation. It is important to use them wisely and match them to the conversation. For example, if you speak with an angry or particularly disappointed client, avoid using emojis that might make them feel as if you are being disrespectful or disconnected from the conversation.

Most importantly, DON’T SPAM

Since WhatsApp is very strict about its anti-spam policy, it is important to create a positive reputation with them. In case your clients will mark your messages as spam too many times, it will damage your reputation which could have you blocked.

Similar to other marketing tools, WhatsApp is a marketing tool that you should learn how to approach and operate correctly. Hopefully, we have provided you with the background you need to leverage your business in a new and refreshing way.

To learn more about sending WhatsApp messages with inwise, click here