Damsinier: Practicing Sincerity and Honesty in Your Professional Endeavors

“If the only prayer you said in your life was ‘Thank you’, that would be enough.” —Meister Eckhart (1260-1328)

2020 has been weird. For nearly a year, the pandemic kept people safe in their homes. Companies have gone out of business as Amazon’s value soared to $ 1.5 trillion, and mobile apps have become substitutes for travel to grocery stores and restaurants.

In the United States, millions of people marched for equality, millions of people voted and millions of people slipped quietly into poverty. As the sun rises on a mostly distant Thanksgiving Day, many of us find ourselves in front of computer screens without our loved ones. Yes, 2020 has been weird, tough, and everyone is feeling it.

We miss being able to see each other – Lunch in brief November 2019

Now more than ever

“The show must go on,” as they say, and people continue to point in every day, finding new ways to stay afloat despite the current circumstances. But the rules of the game have changed and brands and consumers are adapting their habits.

Some of us at Nutshell helped start a voluntary covid relief project called A2 help, and were surprised by the community involvement. “It seems like everyone wants to talk to us,” our teammate Austin remarked. “For example, give them a valid reason to engage with us and they will.” Information like this is of particular interest to marketers.

A2 Helps volunteers

Much of the engagement was situational, as we were a voluntary organization, but much of the engagement was due to the honest and direct nature of our communications.

Simple acknowledgments like “hey, I’m sorry, we’re on the same line” got us so far in building relationships that formal, professional communication never could have been.

On that note, most marketers know that digital natives (or “millennials”) are notoriously selective when choosing brands, and strongly prefer to do business with brands they trust.

The theory goes that, since these people are always connected, always on social media, and always seeing the brand and the ads, they are acutely aware of the brand’s ecosphere and choose to do business only with the authentic and reputable.

The twist is that almost everyone is a digital native now. For better or worse, lockdowns and quarantines have made almost everything remote-only, including work and shopping.

So what can brands do to gain the trust of their audiences in this unprecedented digital age?

Give them a valid reason to engage with you, and they will.

Austin Psychas

How brands can be authentic with their audience

At Nutshell, our customers are our greatest asset, and we do everything we can to support them, including offering a public resource portal, free and unlimited phone support, and even, on occasion, SEO advice. free of Ben goldstein.

Most of our beloved customer success team

Each brand has its own philosophy, but at the end of the day, successful companies are those who are sincere. Genuine strategies are simply no longer profitable.

According to a study on brand loyalty, some of the main reasons consumers trust specific brands are:

  • The brand treats its consumers well
  • The brand quickly resolves customer service issues
  • The brand protects the privacy and security of its customers
  • The brand treats its employees well

No dishonest or cheap tactics

AKA’s hidden link “see comments section for more information.” One of the most infuriating strategies is the infamous Hidden Links trick. People do this all the time on social media, writing a post and ending it with something like “check comments for hyperlink”.

This movement is a play to get an additional click from the audience, which increases the visibility of their publication in an algorithmic way. Everyone is familiar with this “hack” and it shows that they are willing to disturb their audience in return for an artificial posting engagement. No thanks.

Even worse than the hidden link trick is outright clickbait. Clickbait is content designed solely to entice the user to click on a link, whether or not there is something amazing on the landing page.

Clickbait often uses vague and dramatic phrases to pique your interest and get you to click out of curiosity. My favorite is “Doctors Hate This Man – Find Out Why…” The possibilities are endless.

Correct – we won’t even try to guess what will happen next

Toning up advertising

Nothing frustrates users more than being bombarded with ads. In web content in particular, some sites rely heavily on the income they receive to display advertisements on their sites.

What that means in 2020, with a more savvy audience than ever before, is that visitors will land once on the site, be extremely annoyed, then either block the URL or leave the site.

I blocked DBLTAP on social media because their site looked like this

Show grace. Treat your audience with respect. If you plan to turn your site into an advertising platform, this is your business, but make sure you redesign it enough to avoid burning bridges.

When it comes to internal advertising or advertising your own sales and promotions on your site, do so in a friendly and accommodating manner. A popup or promotion feature is fine, but don’t let it take away from the authentic experience your user is looking for.

The rule of thumb for marketers is that advertising is enough, banners and flashing elements are boring, and videos that automatically start playing with audio should be a crime.

Make support portals public

This is a niche trick, but it’s also important. If your company or product has a dedicated support portal, it should be publicly accessible. The reason: Prospects will use this as a discreet way to learn about product features., as well as the quality of your brand support.

If your Support Portal is hidden, it sends a very bad message to potential buyers. They might assume that it is hidden because:

  • Company support is lacking
  • The portal would expose the many shortcomings of the product
  • The company lacks the resources to produce a quality portal

Be respectful of users’ time

Some brands do not understand this concept at all and end up turning potential buyers left and right. One of the biggest ways that brands disrespect their users’ time is by blowing up their audience with emails or not. good email marketing etiquette in the first place.

Digital shoppers are smart, and so are modern inboxes. Too many marketing emails automatically will result in brand awareness in the spam folder, never to be seen by human eyes again.

Brands with a more authentic approach prefer segment their audiences and communicate accordingly. They take steps to respect their users’ inboxes, and we would all like to imagine the “are we boring?” Question. has been mentioned at numerous marketing meetings.

Create high quality content

Some brands really want the best for their audience, and it shows. There are two schools of thought when it comes to content creation, they are diametrically opposed, and the path brands take comes down to whether or not they respect their potential buyers.

The wrong road: Insincere brands create content that is driven by search engine algorithms. The theory is that if content ranks top on search engines, it will get more exposure and generate more revenue.

To achieve this most effectively, brands often put together hollow, meaningless content that is chock full of SEO keywords and post it knowing full well that it won’t do anything smart to a single viewer.

The right route: Brands that genuinely care about their users invest a lot of time and resources to create the best possible content they can offer.

At Nutshell, for example, we approach content with the idea that our users, regardless of their skill level, should be able to print our blog posts, put them on their desks, and use them as real guides.

There is no half measure when it comes to high quality content. It takes genuine, genuine passion for the subject, combined with research and actionable insights for users. When brands go this route, their content isn’t as mass-productive as the cheap products, but it lasts much longer.

Users share good content with each other, they spend more time on the webpage which increases the SEO ranking of the content, but most importantly, they start to trust and like your brand.

Lead with sincerity

With more and more selective consumers in their confidence, it is more important than ever to be sincere in your professional endeavors.

The sincerity of the brand is important, but your personal sincerity comes first, and being able to express it effectively can dramatically improve your personal and professional affairs.

Always have gratitude

To avoid a lengthy scientific explanation, it’s important to reflect on your own gratitude for your sanity, because you’re literally thinking about things you’re happy for.

According to a series of studies by psychology professor Robert Emmons, people who actively practice gratitude:

  • Have a stronger immune system
  • Have higher levels of positive emotions
  • Are more helpful, generous and compassionate

Having gratitude and keeping it close at hand during your professional endeavors is simply contagious. You will feel good about your interactions with people, and they will feel good about their interactions with you.

Social gratitude tips that go a long way in bringing out your own authenticity:

  • Instead of saying “thank you” finish the sentence: “Thanks for helping me with my project, you made it so much easier.”
  • Celebrate others regularly and mention their accomplishments.
  • Listen to someone’s point of view and try to imagine what their point of view looks like.
  • Tell people that you are proud of them. (You already think about it, say it!)
  • Pay attention to how you have grown in response to obstacles and setbacks.

Giving back to others

Actions speak louder than words, and being of service to others is the ultimate personification of sincerity. Helping others is good, but it’s also good for everyone.

Charitable and volunteer work is important, especially for those who are not in love with their profession, as it gives them something to be proud of while continuing to work in their usual job. It is also, above all, a benefit for the community and for others.

However, helping others doesn’t have to be as formal as volunteering. Simply be available to discuss can make a big difference in the lives of others, even if it’s not a particularly huge contribution. The next time someone asks for your help, don’t hesitate to go above and beyond. You could even change their life.

Treat everyone with respect

This one mostly goes without saying, but there are a few things to note, given the current digital shift. Since so much action takes place in cyberspace, disrespect might come back to haunt you, and nothing is more demeaning than a barrage of terrible Yelp reviews.

The golden rule of treating others the way you want to be treated isn’t difficult for most people, but it’s easy to go wrong in digital interaction. For example, a lot of “thanks” linger in chats, never encountering a “you’re welcome” (or “np” if you’re plugged in).

Make sure you be visible on your respect for others. Remember to practice the same social graces as when you interact in person, especially when talking to people who don’t know you personally. It may sound cheesy, but it will go a long way in expressing your sincerity.

Registration of persons

Your network is made up of important people and they should be treated as such. It’s easy to assume that each of your friends is doing well 24/7, but reaching out is the only way to be sure.

Checking in with people lets them know you care about them, but it also creates opportunities to brighten someone’s day even more. For example, you might surprise someone in the middle of a problem or big decision and be able to help them get over it, a moment they will surely enjoy.

Regularly reaching out to your friends and peers also helps keep conversations and ideas flowing, which can pull people out of all-too-common pandemic crises. Engaging the social parts of our brains is a crucial part of staying mentally fit, and checking in with someone can accomplish that for both of you.


Do you want to kick the tires?

No problem. To see if Nutshell is the right choice for your sales team, start a 14 day free trial today!


Thanks to Drew Hays sure Unsplash for the superb dog photo.

Damsinier: Find and Fix Customer Pain Points by Leveraging CRM Tools

Customers are not always as transparent as you would hope. You may hear complaints or problems, but not about the various problems that you can actually solve… if only you knew what they were! Fortunately, there are specific ways to find out what is hurting your customers and ways, such as CRM tools, to collect and analyze the data so that you can resolve it accordingly. We will see how to best use CRM tools to fix the issues, but first let’s take a look at what issues are and how to find them.

Unlike specific customer complaints about a specific product or service, a pain point is a more persistent problem that can be resolved by your offering for that particular product or service. Problems often come from categories such as financial, productivity, process or support issues. Determining what their issues are and what category they fall into can help you determine how you can approach each issue.

How to determine the weak points of your customers:

1. Ask

Just ask your customers what their issues are to get the information you need to solve their problems, but what questions should you ask? The most important thing to keep in mind is to ask open ended questions. This can be accomplished with surveys and questionnaires with questions such as:

  • What is preventing your business from growing?
  • What is preventing you from doing business?
  • What makes you lose customers?
  • What is the management insisting on?
  • What do you spend most of your time doing each day?

Getting answers to these questions will be a good place to start.

2. Listen

Often times, your customers can point out their weaknesses to you, but you fail to spot them. Ask your sales reps to listen to their customers and prospects to learn about new issues that are prevalent among them. Use information gained from face-to-face conversations, phone calls, live chats, etc. and have them enter the data into their CRM tools for further analysis.

3. Look

Some of your hidden gems in terms of customer weaknesses can be found in the reviews people give about products and services. Those that are specifically tailored for your business or products will help you solve unique issues for you, but looking for reviews elsewhere can help even more. Also look at other information about your competitors. Figure out what you can do best to differentiate yourself from them.

4. Understand

Take the time to map your customers’ journeys to understand the process from their perspective. LinkedIn describes the customer journey map as a tool to visualize your customers’ experience of interacting with your brand from their perspective and describes the mapping and understanding of customer experience as a necessity to be competitive in 2020 Understanding the journey from initial interest to final purchase can help you determine where the hiccups are so you can determine some of their issues yourself.

5. Research

One technique that has not yet been widely used is to search for terms that your customers are searching for, much like searching for a content marketing keyword. To do this, just go to your Google search bar and start searching for a term like “music app doesn’t work…” and see what shows up in the search results. You will find that people search for terms such as “music app does not work on mac, … on ios 14, … on Instagram”, etc.

How to Leverage CRM Tools to Solve Customer Problems

Implement powerful yet affordable CRM tools, such as Agile CRM, can help you compile any customer weaknesses that you identified with the above techniques. By generating reports that allow you to see and analyze issues that occur on a regular basis, you have a good starting point to start solving them.

Whenever your customers’ problems revolve around client satisfaction problems that can be solved by having better, more organized data, CRM tools can also help. CRMs can also allow you to capture all the interactions that prospects have had with your business so that you can understand why they aren’t converting or why they are.

Gathering your customer’s weak spots in your CRM can also help your sales reps explain how your business can solve their common problems. For example, by determining most of your customers’ productivity issues, your sales reps will have the opportunity to explain how your product can help increase their productivity for all of your prospects. It can also help your sales team diagnose issues based on common issues. It can be a valuable tool for your business.

In addition, with CRM trend Towards the rise of AI and automation, ensuring that your customer’s weak points are heard, addressed and successfully resolved will become easier than ever with CRM tools.


Your customers deserve to be heard and it will only benefit you in the long run. So find out if they are struggling to afford the products they are currently using so you can offer them for less. Find out if they are wasting too much time on their particular daily tasks or if their internal processes are bogging them down. Determine if they are not being taken care of the way they want and deserve to be so that you know how to communicate your senior customer support services.

After you’ve successfully used these techniques to determine this information, collect it in your CRM and understand what to do with the information so that you can convert leads and increase customer satisfaction and retention.

Using the economical solution offered by Agile CRM will also help you solve your own problems, help you stay on budget, and help you with any productivity, internal process and customer support issues you may encounter. In addition, as part of the Infinity Suite 500apps working apps, you will have even more ways to help solve these problems.

Damsinier: Top 10 customer success metrics to track

Customer Success: This is a phrase you are probably hearing more and more these days. But what is customer success? How do you measure customer success metrics to gauge your performance?

It’s not a new concept, but it has become a hot topic over the past few years and for good reason. Customer success basically refers to how successful a customer is in using your product or service. Two main factors determine this:

  1. The quality of your product or service and its ease of use
  2. How you manage relationships with your customers after the initial sale to ensure they have all the training, support, and resources they need to be successful in using your product or service

Customer success and customer satisfaction

High client success rates are directly related to high customer satisfaction rate. If a customer fails to use your offer, they will be dissatisfied. If customers aren’t happy, they can easily stop paying for your product or service and leave you as a competitor.

As mentioned above, focusing on two main areas will help you increase both customer success and customer satisfaction levels.

Quality of products or services

If your product or service doesn’t compare to the competition, people just won’t buy it. This is why it is so important to involve your customers in the plans and strategy that you will form that will define the evolution of your offering.

A great way to do this is to create a Customer Advisory Committee (CAB). A CAB provides candid feedback and advice on what your customers want to see in your product based on their unique needs. It helps you develop your product or service to align with the ever-changing demands of your customers. Learn more about client advisory committees.

Customer relationship development

The better the relationship you have with your customers, the more likely they are to be successful using your product or service. Blue-chip businesses use a customer relationship management (CRM) software solution to manage those relationships, and so should you.

Read up on your customers regularly to see what they need and what challenges they are facing. Offer world-class customer support and measure customer support metrics (more info below). Make sure customers receive integration and training when they start using your product. And generally, do everything you can to meet all of your customers’ needs. Learn more about maintain customer relationships.

Key customer success indicators to monitor

Once you incorporate the focus on product quality and customer relationship building into your overall strategy for customer success and satisfaction, you need to monitor your performance against your customer success goals. You can do this by following some key customer success metrics.

1. Customer churn rate

Customer churn rate – also known as “customer turnover” and “customer attrition” – refers to the percentage of repeat customers that you lose in a given time period. Customer churn rate can be measured monthly, quarterly, annually, etc.

Among the measures of customer success, it is an easy measure to measure. For a given period (let’s take a month as an example), you count the number of customers you have at the start of the month. Then count the number of clients you have at the end of that month. Then subtract the final number and divide the answer by the starting number.

For example, suppose you have 100 customers at the start of the month, but only 90 at the end of the month. Subtract 90 from 100 and you have 10. Then divide 10 by 100 (your starting number) and you get 0.1 (or 10%). 10% is your customer churn rate, which means you lost 10% of your customers during that month.

One of the most important indicators of customer success is the customer churn rate. Check out our recent article on reduce customer churn rate to learn more.

Related blog: Top 10 Customer Loyalty Strategies That Really Work

2. Net promoter score

The Net Promoter Score (NPS) is one of the most reliable measures of customer success. It actually measures customer satisfaction. But since the two are directly related to each other, it really measures both.

NPS is built around a single question that you ask your customers:

How likely are you to recommend our product or brand to a friend or colleague?

They respond on a scale of 0 to 10, with 10 being “very likely” and 0 “not at all likely”.

Those who answer with a 9 or 10 are considered “promoters” – in other words, they are most likely to recommend you. Those who answer with a 7 or an 8 are considered “passive,” which means they don’t have a strong feeling either way. Those who answer with a 6 or less are considered “detractors”.

The calculation of the NPS involves a few steps which we will not cover here for the sake of brevity. However, you can learn, in detail, how to calculate the NPS by viewing our recent article on measure customer satisfaction.

3. Customer effort score

Another measure of customer satisfaction is the Customer Effort Score (CES). However, it differs from NPS in that businesses use it to measure a customer’s satisfaction with a single interaction they’ve had with a business.

The more effort they have to put into a single interaction, the lower their level of satisfaction will be. For example, if they have to wait days for a response to a customer support question and call back multiple times to check the status of their support ticket, they are putting too much effort into the interaction. Your support team should contact them, not the other way around.

Much like NPS, calculating CES involves a few steps that we don’t cover here. But you can learn how to calculate CES by reading the same article on measure customer satisfaction.

4. Customer satisfaction score

The Customer Satisfaction Score (CSAT) is a third measure of customer satisfaction, which, again, is relevant because satisfaction and success go hand in hand.

Customers rate their satisfaction with a particular aspect of your business, for example, your customer service, the quality of your product, etc.

They rate their satisfaction on a scale of 1 to 5, then you read back and take the average of the responses to get your overall CSAT score. CSAT is one of the oldest measures of customer success, but it is still very much alive. Learn how to calculate CSAT.

5. Renewal rate

The renewal rate refers to the extent to which your business grows and acquires new customers. It measures the percentage of customers in a subscription business who renew their contracts at the end of their existing contracts.

If you have 100 clients at the start of a given period (one year for example), and out of those 100 specific clients, 98 renew their contracts, your renewal rate is 98%.

This is one of the easiest measures of customer success to measure, but it’s always the same.

6. First contact resolution rate

The first contact resolution rate (FCR) is the percentage of submitted customer support tickets that your support team resolves on the first attempt. Companies with a high FCR rate don’t keep customers waiting hours or days to receive a resolution to their support request. They usually solve them the first time.

It’s pretty easy to do if you’re using an all-in-one CRM solution with a built-in support group functionality. Helpdesk groups are sub-teams of your help desk that specialize in a particular product or service. They are experts in this offering and only field support tickets around this product.

This means that your customers receive expert support every time, increasing their satisfaction and ensuring them better use of your product. Learn to boost the resolution rate of your first contact.

7. Expansion revenues

The expansion revenue measure is related to the customer renewal rate measure, but provides additional and nuanced information. Expansion revenue is the amount of revenue your business generates from existing customers. It tells you if customers stay and continue to spend more.

According to Forbes, 80% of a company’s future income, on average, will come from only 20% of its existing customers. It is therefore essential for the future of your business to ensure the growth of revenues associated with the expansion.

To calculate expansion revenue, you just need to divide the new revenue from upselling and cross-selling to existing customers (in a given month) by the revenue you earned from those sources at the end. of the previous month. This will give you a percentage, which is your rate of income expansion. A greater than zero income expansion rate should always be your target goal.

8. Evaluating Knowledge Base Articles

Assuming you are using helpdesk automation software to streamline your customer support efforts, you will likely have the option of creating a database (KB). A knowledge base is a repository of self-help articles and other resources that empower your customers to solve their own problems, saving everyone’s time and improving customer success.

You can ask customers to rate the effectiveness of each article in your knowledge base and get an idea of ​​the usefulness of your knowledge base articles. If you realize that your knowledge base resources aren’t helping customers resolve issues on their own, and they should always call customer service, then you’re not overdoing it. Learn more about the knowledge base content comments.

9. Volume of support tickets per user

How many support tickets does your average user or customer submit each month, quarter or year? The more tickets they submit, the less intuitive your product is. A high volume of tickets indicates that you need to make your product or service more user-friendly and easier to use.

Once you’ve taken an initial measurement of this average, your goal should be to continuously reduce it. If it increases, you should take a step back and ask yourself why. And again, the best way to minimize the volume of individual tickets is to implement powerful technical support software and build a knowledge base.

10. Cost of customer retention

I mentioned above that on average, 80% of a company’s future revenue will come from just 20% of its existing customers. But how much does it cost to retain a customer? How much do you spend loyalty of the clientele?

When it comes to measuring customer success metrics, it’s easy. You can calculate the cost of retaining customers by following these steps:

  1. Define the period for which you want to perform the calculation. It can be monthly, quarterly or annually.
  2. Add up all your customer retention expenses. These include the tools, time, and materials you invest in to implement customer loyalty programs.
  3. Divide that total by the number of clients you retained during that time.
  4. This will give you the average cost of retaining a customer.

You should always make sure that the cost of retaining a customer is less than the average revenue you generate from an existing customer.


Ensuring that your customers successfully use your product or service is of critical importance to the health and future success of your business.

It all comes down to delivering a world class customer experience and make customer satisfaction a priority.

Keep these goals in mind, follow the tips above, and you will reap the many benefits of retaining successful customers.

Damsinier: The Complete Guide to Writing MUCH Better Marketing Emails

Email marketing is the primary marketing communication channel when measured by ROI, reach, cost, etc., and gap continues to expand. Don’t get left behind.

Before email marketing was commonplace, marketers used distributed advertisements, flyers, coupons, and other promotions to grow their audience and reach potential customers. Fundamentally every lead generation strategy, from events to discounts was simply considered “marketing”.

When the popularity of the Internet climbed into the dotcom era, marketers have adapted these practices for electronic purposes, and email marketing has become “the next big thing.” It has also led to a greater distinction between the different avenues of marketing, such as business advertising, social media marketing, and search engine optimization.

Like all of us, the internet has gotten smarter and better with age 😉, allowing marketers to send out aesthetically pleasing HTML emails en masse. Through innovative software, contacts and their behaviors can be tracked and segmented, dramatically increasing the effectiveness of a well executed email marketing strategy.

Go ahead:

Interesting fact about email marketing: 294 billion emails are sent every day, with an expected increase to 347 billion daily emails in 2022.

What is email marketing?

Email marketing is the strategy of sending email marketing content (such as blogs, videos, and webinars) to a specified audience, upon which 81% of small and medium enterprises like their main acquisition channel.

Audience and content will vary depending on the context, but the ultimate email marketing guideline remains the same:

  • Send emails to your non-client audience this will interest them enough to turn them into engaged prospects.
  • Send tactical messages to prospects that help their journey through the pipeline and help them convert into customers.
  • Send resources to clients to keep them happy, engaged and informed.

Consider that, with the push of a button, an email marketer with a healthy audience can get their message across to tens of thousands of people at once, every time.

Ben Goldstein,
Head of Content and Communications at Nutshell

How are marketing emails different from commercial emails?

Marketing email and business email are similar and therefore easy to confuse. They are both sent using similar tools, mapped to a larger sequence or campaign, and can even serve similar purposes, like regain lost leads.

A sales email, however, is designed to give the impression of a one-on-one message between a seller and the recipient.

While they can be sent in bulk and it could be a single automated email in a much larger sequence, the main objective of a sales email is to establish a relationship with the recipient.

There are many creative ways that this can be done, and sales emails take many different forms. It’s not always “Click here to buy now; In fact, this is hardly ever the case.

Some smart ways used by sellers sales emails to establish a report:

  • Contact a prospect to talk about something they’ve said, posted, or posted
  • Invite the recipient to a webinar
  • Share a relevant blog post or video
  • Follow-up after a meeting
  • Ask the prospect’s opinion on the competitor

While these are far from selling points, they serve to build individual relationships or understand the needs of the prospect for the sake of qualification or disqualification.

See also: The Complete Guide to Finding Prospects

Marketing emails are more diverse. The official sender can go from CEO, editor, event coordinator, etc., but they represent a spread of the brand itself.

Marketing emails can also map to various tactical objectiveslike attracting attendees to an event, driving traffic to a blog, promoting a content download, etc. At the risk of oversimplifying, these initiatives generally date back to lead generation at the end of the day.

The difference between sales emails and marketing emails: Sales emails represent one-to-one interactions between a seller and the recipient and are used to build relationships, while marketing emails represent a broadcast of anyone speaking on behalf of the brand itself and can serve various tactics. purposes.

The end goal of email marketing is to create conversations with real human beings.

Different types of email marketing

Email marketing for non-customers

Do not “blow up” this “audience”. Your non-customers are hanging on to a thread, so to speak, and it’s safe to assume that you are one of the many companies in their inbox trying to grab their attention.

Email marketers need to prove to non-customers that their product is worth their interest, and it cannot be done by disturbing them.

There should be a lot of thinking about how to turn non-customers into prospects, and it will vary from person to person, which is why market segmentation is extremely important here: different demographics have different needs, different habits, and should be addressed with emails that speak to them specifically.

In general, demonstrating value to your non-customers is a great way to get them down the marketing funnel, eventually getting them to consider buying your product or service.

Good content for non-clients should be personalized and made to measure to their needs. For example, if it’s an ecommerce business, a actionable guide on how to optimize websites for lead generation might put you on their list of businesses to watch.

It’s all about attraction here, rather than trying to attract them. As an email marketer, you can rest assured that if you do a good job of representing the value of your business in a non-invasive way, you will consistently gain conversions from non-customers to leads.

Email marketing for active prospects

Active leads are under a microscope because sales and marketing teams work together to guide them through the sales pipeline.

It’s likely that active prospects communicate with salespeople in your business regularly, spending one-on-one time with people who can answer their questions, which means a lot of your content could be redundant. even boring.

It’s important to strategize with your growth team to determine what types of marketing emails are acceptable to send to active prospects. For example, newsletters, webinar announcements, and new product features are still relevant, but CTAs to book a demo are not.

Once your team has determined a solid list of content to offer to active prospects, set up an automated drip campaign to keep their engagement high so that you don’t step on your sales reps’ toes.

Email Marketing for Existing Customers

Email marketing to your current customers is all about keeping them informed, engaged, and, ultimately, happy.

With a good CRM, prospects can automatically switch from one drip sequence to another based on their stage in the pipeline. In this case, your current customers should be segmented accordingly so that they receive content that thrills them about your products and services.

A good automated email campaign will distribute newsletters, product news, tutorials, etc., to current customers. More importantly, however, current customers should never get content from the lead pipeline, with CTAs like “book a demo.” It’s not only confusing, but also unprofessional.

Above everything else, your marketing emails to customers should constantly remind them that they are valued.

The anatomy of good email marketing

Go to the subsection:

As they say, a few high-quality emails have more impact than a barrage of bland ones. When writing for an audience, it’s impossible to overstate how important it is to spend time getting the right details.

While a few more compelling features can result in even a 2% increase in conversions, it will make a huge difference in the final metrics when multiplied against the general audience.

Most award-winning marketing emails have the same things in common, and they all adhere to roughly the same anatomy.

Subject line

The subject line of an email is its hook, one tap to grab the recipient’s attention enough to earn a click.

Good email subject lines are dynamic, because no one line guarantees high open rates across industries. Writing a good subject line takes serious thought and depends on many factors.

Keep your subject line short. Most email clients only display the first 33 to 43 characters on mobile devices.

A few things to keep in mind when writing a strong subject line:

And while there is no one-size-fits-all solution, there are pointers and best practices that make email subject lines more clickable, along with risks that will make subject lines worse.

Subject line tips that work

Use a tasteful emoji, as long as it’s not overdone:

  • Steroid Data Analysis Reports 💪
  • 🎃 Cheating or treating just got a lot easier

Including recipient’s name:

  • Are you trying to start a business, Ben?
  • Rebekka, are you looking for a job?

Subject lines in case of sentence:

  • The worst software we’ve ever seen
  • 5 Ways Nutshell Outperforms CRM at Comparable Prices

Keep the tone casual:

  • Wait, are there people who don’t hate their ISP?
  • We are seriously improving the functionality of our products

Be specific:

  • Our software has much better reviews than HubSpot
  • Nutshell’s email marketing features will blow your mind

Subject line errors to avoid:

Exaggerate emojis:

  • 🎇✨🎆🎊 Discover our new 👊😝 product 👊😝 demo 🎇✨🎆🎊
  • 🎸🎸🎸🎸🎸🎸 The 2020 list of sales rockstars

Long subject lines cut in recipient inboxes:

  • 15 Exciting Achievements On How To Improve Our Businesses That We Found From Watching Two and a Half… (Read more)

Anything remotely that looks like spam:

  • FREE OFFER (Click here) you won our sweepstakes (Buy now!)
  • Free member rewards with our limited time offer

Too formal tones:

  • Dear Sir / Madam, we introduce you to our esteemed COO in our famous webinar series

Providing no context:

  • Really great stuff here
  • E-mail CRM in brief for Ron Swanson 05/12/2020


Every email marketing has a purpose and is meant to accomplish a specific thing. Sometimes your call to action is just a recently posted blog post. Other times it’s more complicated, like trying to encourage your audience to sign up for a demo.

Whatever the purpose, it must be laser focused. That means absolutely no sending emails that just blow up a bunch of different, unrelated calls to action, or none of your users will feel spoken to, and none of them will convert.

Note: some newsletters, under very specific conditions, are exceptions and may have mixed calls to action, such as those promoting upcoming events in the coming months.

Determining the purpose of an email is something that should be done well before writing. After all, marketing emails all serve their own tactical purpose, and must go directly back to the company’s overall marketing strategy.

Legitimate purposes for sending marketing emails:

  • Promote a blog post
  • Encourage users to register for a webinar
  • Announcing a product feature

Illegitimate reasons for sending marketing emails:

  • Re-engage old prospects
  • Reminding the public that the business exists
  • Including many CTAs in the hope that one will interest the recipient

There is a two-step hands-on brainstorming exercise for determining the purpose of a message you want to send.

The first step: Ask yourself what stage of the pipeline the current audience segment occupies. Knowing where they’re coming from, where they are now, and where you want them to end up is a great way to compose an email.

Second step: Ask yourself what messages, content, guarantees, information, and more, can move your audience up the pipeline.

From there, it’s easier to figure out a way to introduce content that will have the desired effect. Remember that all marketing emails must have a targeted and tactical purpose, otherwise they will not produce any results and may even damage the credibility of your business.

Custom fields

Custom fields are placeholders in the body of your email that allow you to vary the content from one email to another. Usually custom fields look like [First Name]and automatically add the contact’s first name, but there are two types of placeholders that typically populate email templates:

Custom fields are fields that are automatically filled with data from a CRM, a database or a spreadsheet. When sending email templates with built-in custom fields, the sender does not have to perform any manual action: the CRM or the email platform will automatically fill these fields with the correct data.

For example, “Hi [Firstname], I hope [Company] is fine ”would translate to“ Hi James, I hope Brightcorp is doing well. “

A marketing email displaying custom fields.

In short, custom fields at work in a link building email.

Placeholder text is part of the email template that must be filled out by the sender and was intentionally left blank. Placeholder text exists when the information is not something that can be pulled automatically from a CRM, database, or spreadsheet, so essentially unstructured information.

Lead lines, for example, are often placeholder text. The rest of the email is already drafted and the sender writes a short intro like “Hey Jim, we met at the Moonsoft conference last week and you recommended me to come back in a week.”

Marketing email displaying placeholder text.

The orange placeholder text on this outgoing email reminds reps to paste their Calendly link into the message.

Narrative and tone

Finding the right tone for an email marketing can be difficult, especially when that marketing email is sent to a large audience, and not one-on-one.

The tone of your marketing email will change depending on the content of the email, but there are certain elements of narrative quality that you should try to maintain consistently, regardless of the nature of the audience and the audience. content.

Made: If your audience is human, they will try to decipher the intent and tone behind your words. Make them count. 👽

Use your conversational voice

The greatest marketing tool of all is the ability to facilitate a real human connection, and this is your chance to demonstrate yours. Your audience is made up of people, after all, and it’s human nature to strive to understand yourself, even on a subconscious level.

Use expressions you would use when talking with your friends and colleagues. Sometimes it even helps to read your emails aloud to figure out how this will sound to the reader.

It’s okay to keep the tone casual in marketing emails. Relax, use a few contractions, and remember that your email is written for people like you.

Limit yourself to one exclamation mark per message to avoid the risk of sounding bogus.

Be courteous and respectful

Yes, the golden rule also applies to email marketing. Respect for your audience should be a principle that influences all your marketing tactics. For example, sending repetitive marketing emails to your entire audience is disrespectful and obnoxious.

This philosophy should also be reflected in your marketing emails. If you are asking your audience to do something, do it courteously and say “please”.

Regarding the narrative and tone, try to write your message in a way that reads sincerely, and is as little inconvenience as possible for your audience.

Avoid these common drawbacks of email marketing at all costs:

  • Make assumptions: Like when someone quotes a movie because they assume you’ve seen it, the guesses can be awkward and even kill the conversation. Put simply, making assumptions will alienate everyone to whom that assumption doesn’t apply, so avoid them as much as possible.
  • Not providing enough information: Nothing is more annoying than receiving an email that lacks context or paints an incomplete picture, leaving you wondering what exactly you just read. If you want your audience to continue following you, make sure they’re on the same page.
  • Fail to recognize the audience: Self-centering messaging is the best way to ensure that your audience is unsubscribing from your marketing emails. Your marketing emails should look like one person is talking to another person, and if they don’t, your audience is unlikely to engage.

Related: 5 The messaging difference between a savvy seller and a serial spammer.

Don’t try too hard

It’s embarrassing that brands are trying to cash in on TikTok’s latest craziness, so put your dabs, whips, and nae-naes aside. Instead, look for ways to include humor that doesn’t focus on viral trends.

Controversial subject lines, abusive buzzwords and quick-fire jokes all seem too difficult. As an email marketer, it’s important to find the sweet spot where you let your audience know that you speak their language, but not bother to prove your relevance.

^ How the public reacts when companies try too hard.

Statistics, infographics, photos

In a marketing email, the graphic elements say more than the words alone. If you want to effectively engage your audience (that’s what you do), you’ll want to include media in addition to words so that they understand the “full picture” [knee-slap] more efficiently.

Human brain processes images 60,000 times faster than text, which means it’s definitely worth trying to find relevant photos to help you achieve a specific goal.

Reducing the size of your image files will help your email load quickly for recipients, especially on mobile devices.

Statistics are also a dynamic way to introduce ideas in a way that your audience understands. For example, if you’re talking about workflow automation, a simple statistic like “80% of businesses use some type of workflow automation” helps frame your message by adding context.

Source: Probe everywhere

Include ALT text in your images. If an email client blocks an image, the text will appear instead of a red “X”, and this is also a courtesy for the visually impaired.

Call to action

A call to action (CTA) is an invitation for your audience to take action, usually in the form of clicking on a link to a webpage, blog post, or related information.

CTAs come in many different forms in the sales and marketing worlds and serve different purposes depending on who they target and who sends them.

For example, a sales rep who speaks to a lead might use the call to action “request an individual demo”, and a marketing manager who sends out a newsletter might use “read our latest blog post”.

CTAs should be friendly and inviting. Instead of “CLICK HERE”, try “Take me there”, “KEEP READING” or “LET’S GO”.

It’s important to understand what your CTA will be before you write your marketing email. After all, your CTA is the tactical goal of your email, and writing an email with no objective in mind is just weird.

A good CTA is strong, compelling, and lets the reader know exactly why they should click on it. If your email is about cold email templates, a good CTA would link the reader to your blog post or a content upload full of cold email templates.

Remember, your email marketing is higher in the funnel than what your CTA is related to. To reflect this, your marketing email must speak usually on the topic of your CTA, and interested users will click to learn more.

The 6 most important email marketing metrics – and what they really mean

Go to the subsection:

It’s like we always say: you can’t improve what you don’t measure.

Every email marketing software platform includes reporting tools that show you the impact of your emails. But you need to fully understand what metrics are telling you – and the relative importance of those metrics – before making drastic changes to your strategy.

Here are the six most common email marketing metrics, what they actually measure, and how much weight you should give them when fine-tuning your email marketing efforts.

The opening rate

What this means: The open rate is the number of recipients who opened your email at least once, divided by the number of delivered e-mails (ie not counting rejected e-mails); Multiplying that number by 100 gives you the open rate of the email. According to a Constant Contact Fall 2020 Report, the average open rate of email marketing across all industries is 17.16%.

(By the way, an “open” is registered once the tracking pixel in your email is triggered.)

What is that really means: Traditional wisdom says that the open rate is a direct measure of the quality of your subject line. If your subject line is compelling (or just unusual enough to grab attention in an inbox), more people will click on it.

But there’s another factor that’s even more important than the success of individual subject lines: your reputation as a content provider.

When your business sends out a marketing email, are your audience excited to receive it, regardless of the subject line promises? Do you have a habit of delivering relevant content to your recipients, or do you only email your list when you need something from them?

Recipients will get into the habit of opening your emails when you’re consistently providing value, even if your subject line isn’t a boost every time.

Your audience when they see an email from you.

What is its importance: Having a large mailing list doesn’t matter much if only a few people open your posts. Knowing your open rate helps you understand the “real” size of your audience.

In other words, how many people can you expect to reach with a given marketing email? If you want to set realistic expectations for the impact of your email marketing, tracking your open rate is a must.

How to improve it: Do not send marketing e-mail unless there is a direct benefit to the recipient; over time, your readers will associate your emails with value. When it comes to subject lines, dare to be different. And you might want to consider deletion of non-committed e-mail addresses that are still active but have not interacted with your emails for a long time.

Click rate

What this means: Also known as click-through rate or CTR, Email click-through rate measures the number of people who clicked at least one link in an email divided by the number of emails delivered; Multiplying that number by 100 gives you the click-through rate of the email.

Since only a portion of the people who open an email will actually click on any of the links, your click-through rate will naturally be lower than your open rate. According to search for CampaignMonitor, the average click-through rate for all industries is 2.6%.

What is that really means: However you decide to present the links in your email, whether through CTA buttons, hyperlinked banner images, or hyperlinked text, you need to explain why clicking is worth the reader’s time.

The click-through rate reflects the quality of your argument. Did you actually make the point that there was something more important on the other side of that click?

That being said, the design is crucial for click-through rate. A prominent CTA button or attractive banner image will always attract more clicks than hypertext text saying “click here”!

The other factor that affects click-through rate is how well the content of the email matches the subject line promise. If your readers are drawn to the subject line, but the content itself is less valuable or less interesting than they expected, they’ll likely leave your email without clicking.

What is its importance: The overall goal of email marketing is to transform email addresses into buyers, and eventually you will need your readers to click Something to be able to do that. For this reason, the click-through rate is one of the most important statistics on emails. It’s just not important for each email marketing.

For example, if you are passing a short ad to your customers, you don’t necessarily need them to click a “READ MORE” button to do so.

So, pay close attention to click-through rates for all marketing emails that specifically require clicks to deliver value. Average click-through rate of all your emails give you a statistic that is too general to be useful.

How to improve it: If you provide an actual value to the recipient in your email, they’ll click. And if they don’t click, you haven’t argued enough Why they should click.

Clear, a convincing copy helps and a solid design absolutely help. The visual presentation of the email should leave the reader in no doubt as to where they are supposed to point their cursor.

Rebound rate

What this means: Bounce rate can be measured by taking the number of email addresses in your audience list that does not have receive your message, divided by the total number of email addresses in your audience; Multiplying that number by 100 gives you the bounce rate of the email. CampaignMonitor puts the average bounce rate of emails across all industries at just 0.7%.

A bounced email can be a “hard bounce, “Which means that your email has never been accepted by an email server (that is, the recipient’s email address or domain does not exist or is inactive) or “soft rebound, “Which means your email was accepté par un serveur de messagerie, mais n’a quand même pas été livré (c’est-à-dire que votre message était trop volumineux, la boîte aux lettres du destinataire était pleine ou le serveur de messagerie du destinataire était temporairement hors service)

Qu’est-ce que c’est really veux dire: Les adresses e-mail obsolètes ne sont qu’un fait de la nature; au fil du temps, de nombreuses adresses e-mail et domaines de votre liste d’abonnés deviendront inactifs.

Un taux de rebond croissant signifie vous ne faites pas le travail de maintenance approprié pour supprimer les e-mails une fois qu’ils commencent à rebondir. Et c’est un problème, comme nous l’expliquerons dans un instant.

Un taux de rebond élevé peut également suggérer un manque de normes d’acceptation des abonnés aux e-mails en premier lieu. Autorisez-vous les remplisseurs à mettre littéralement whatever dans le champ de l’adresse e-mail lorsqu’ils s’inscrivent pour un essai gratuit ou téléchargent un contenu, ou existe-t-il des mesures de protection pour détecter les adresses e-mail de spam?

Une liste d'adresses e-mail marketing identiques.

«Oh mon Dieu, aucun de ceux-ci n’est adresses e-mail valides! “

Quelle est son importance: Incroyablement important. Une fois que votre taux de rebond commence à dépasser 2%, continuer à envoyer à ces adresses nuira à votre réputation d’envoi auprès des FAI et à la délivrabilité des envois futurs.

Ne pas nettoyer régulièrement votre liste de diffusion, c’est comme ne jamais changer l’huile de votre voiture. Il s’agit d’un entretien essentiel qui vous coûtera beaucoup de temps si vous l’ignorez.

Comment l’améliorer: Prenez le temps de supprimer les adresses e-mail renvoyées en dur après chaque e-mail marketing que vous envoyez. Et assurez-vous d’avoir mis en place un processus pour éliminer les fausses adresses e-mail lors de l’inscription, que ce soit à l’aide d’un outil de vérification des e-mails, ou l’envoi d’un e-mail de confirmation avec un lien sur lequel les abonnés doivent cliquer pour recevoir les futurs messages.

Taux de désabonnement

Ce que cela veut dire: Le taux de désabonnement est le nombre de destinataires qui se sont désabonnés de votre liste de diffusion après avoir reçu un e-mail, divisé par le nombre d’e-mails livrés; multipliez ce nombre par 100 pour obtenir le taux de désabonnement de votre e-mail. Les taux de désabonnement pour les e-mails marketing varient généralement de 0,1% -0,4%, selon l’industrie.

Qu’est-ce que c’est really veux dire: Dans quelle mesure vos messages ennuient-ils vos abonnés? Si vous remplissez votre liste d’e-mails marketing au-delà de la fréquence à laquelle ils s’attendaient à l’origine, de nombreux abonnés commenceront à chuter.

Les pics soudains du taux de désabonnement peuvent également suggérer que vous envoyez des e-mails qui ne sont pas pertinents pour une grande partie de vos destinataires (c’est-à-dire que vous envoyez par e-mail toute votre liste d’abonnés à propos d’une annonce qui n’affecte que les clients actuels).

Quelle est son importance: Tant que vous fournissez constamment de la valeur et de la pertinence à vos destinataires de courrier électronique, les pics de taux de désabonnement devraient être relativement rares, ce qui rend cette statistique un peu moins importante que les autres. Gardez vos taux de désabonnement inférieurs à 0,5% et vous êtes en or.

Comment l’améliorer: Faites attention aux taux de désabonnement bien supérieurs à votre moyenne pour comprendre ce que votre audience n’est pas intéressés. Et assurez-vous que vos e-mails sont correctement segmentés, ce que nous aborderons plus en détail dans Comment mettre en place une campagne marketing en 7 étapes faciles section. (La version courte est la suivante: envoyez chaque e-mail marketing uniquement aux contacts qui en bénéficieront réellement.)

Nous vous recommandons également de définir au préalable des attentes claires avec vos abonnés à la messagerie électronique concernant la fréquence à laquelle vous leur enverrez des e-mails et le type de contenu auquel ils peuvent s’attendre.

Cette information peuvent être exprimées sur vos formulaires d’inscription par e-mail eux-mêmes, ainsi que dans les e-mails de confirmation que vous envoyez pour inciter les abonnés à adhérer officiellement à votre liste.

Taux de réponse

Ce que cela veut dire: Aussi connu sous le nom Taux de réponse, le taux de réponse est le nombre de destinataires qui ont répondu directement à votre e-mail, divisé par le nombre d’e-mails livrés; multiplier ce nombre par 100 vous donne le taux de réponse de l’e-mail.

Qu’est-ce que c’est really veux dire: Vos e-mails sont-ils rédigés pour stimuler la conversation ou sont-ils uniquement organisés comme un canal à sens unique pour les annonces et les offres? Vos destinataires sont-ils convaincus que leur réponse sera effectivement envoyée à un autre être humain ou supposent-ils qu’elle arrivera dans une boîte de réception d’entreprise? Si vous écrivez vos e-mails marketing comme si vous écriviez une lettre à un ami, ce que nous suggérons toujours, d’ailleurs, vos destinataires se sentiront plus à l’aise de répondre.

Les e-mails marketing ne doivent pas simplement avoir l’air de provenir d’une personne réelle. Les réponses devraient en fait aller à une personne réelle.

À un niveau plus élémentaire, le taux de réponse indique si vous demandez spécifiquement des réponses en premier lieu. Ne vous attendez pas à recevoir un tas de réponses s’il n’y a rien dans l’e-mail auquel répondre. (C’est pourquoi nous chargeons nos propres e-mails marketing avec des questions et des demandes de commentaires et d’aide qui suscitent la réflexion.)

Une capture d'écran d'un e-mail marketing de Ben Goldstein chez Sell to Win

Quelle est son importance: Pas tous vos e-mails marketing need pour attirer des réponses pour réussir. La plupart de vos messages seront conçus pour informer votre public de quelque chose ou pour le diriger vers une page de votre site Web, et c’est parfaitement normal.

Cela étant dit, une seule réponse d’un être humain vivant et respirant peut vous donner plus d’informations exploitables que mille clics sur une page de destination.

En fait, nous pensons que l’objectif principal du marketing par e-mail est de transformer une adresse e-mail anonyme en une personne à qui vous parlez; des réponses encourageantes est le moyen le plus simple d’y parvenir.

Replies are also a great way to identify the “super fans” of your brand. If you notice that a certain subscriber is responding to your emails on a regular basis, that person might be willing to write a testimonial for your company (if they’re already a customer) or start a sales conversation (if they’re a subscriber but not yet a customer).

How to improve it: First and foremost, arrange your marketing emails to appear like they were sent by a single individual. There should be a person’s name in the “From” field (preferably the person who actually wrote the email and will be fielding the replies), and the email should be signed by that person. Write your marketing emails in first person, if possible.

Next, include one direct question in your email, which could be anything from a discussion prompt (“How is this new development in the manufacturing industry affecting your company? Please reply to this email and let me know your thoughts.”) to a request for help (“We could really use some insight on a new product we’re developing. Could you please reply to this email and tell me how often you adjust the brightness on your smartphone?”)

And finally, make sure you can respond to your email replies in relatively short order. If one of your recipients takes the time to share their thoughts with you but never gets so much as a “Thank you!” in return, it’s likely they won’t waste their time again in the future.

Audience growth rate

What it means: How many net new subscribers (i.e., total new subscribers minus unsubscribers and deleted addresses) you’ve gained over a certain period of time, compared to your total subscriber count in the previous period; multiplying that number by 100 gives you your audience growth rate. Growth rate can be tracked for your entire email list, or for individual audience segments.

What it really means: How successful are your email acquisition efforts? Are those efforts improving over time? A strong audience growth rate tells you that you’re offering website visitors and prospects content resources that are valuable enough to trade their email for, while providing your current customers and subscribers with enough value to remain in their inbox long-term.

How important is it: As with website visits and social media followers, email audience size can be a vanity metric if you over-focus on it. Growing your list isn’t the point; acquiring and retaining customers is. That being said, increasing your audience growth rate expands the potential impact of your efforts.

Unlike PPC ads (which can be very expensive) or SEO content (which won’t succeed in attracting visitors every time), email marketing is as close as you can get to a guaranteed method of reaching your audience, virtually for free.

It’s no wonder why the ROI of email marketing is crazy high. And the more legitimate names you add to your email list, the more profitable that channel becomes.

How to improve it: With so much noise in our inboxes these days, you’re going to have to offer website visitors a better reason to subscribe to your email list than “Sign up for our newsletter!

Virtually every single page on your website should include a relevant content offer—templates, guides, checklists, ebooks, worksheets, video content—that you offer as a free download in exchange for your visitor’s email address.

As we’ve learned at Nutshell, organizing free virtual events is a great way to collect email subscribers in mass quantities. After all, an email address is a small price to pay for an experience that the attendee would normally have to pay hundreds of dollars for.

Using purchased lead lists for email marketing

With some 68% of businesses struggling with lead generation, purchasing a list for email marketing seems like a good idea. But is it really?

Well, it’s complicated.

The CAN-SPAM Act and other risks

The CAN-SPAM Act slaps a hefty $42,530 penalty per email on those who are caught breaking the rules, and the rules themselves become much easier to break when purchasing a list for email marketing. And there are a lot of rules

When sending marketing emails to a list, the CAN-SPAM Act states that you absolutely must

  • Use subject lines that aren’t deceptive
  • Include your company’s postal address in every email
  • “Clearly and conspicuously” identify your message as an advertisement
  • Include a way for recipients to unsubscribe
  • Honor unsubscriptions promptly

And so on

Furthermore, because of the many potential pitfalls outlined in the CAN-SPAM Act, most marketing email platforms require you to confirm that any contact list you upload has opted-in and verified that they want to receive emails from you.

This means that buying a lead list is strictly against their terms of service, because it is comprised of contacts that have not consented to any form of email marketing.

Most email marketing platforms will freeze your account, or even ban you from their platform if you are found violating their terms of service.

To make things even scarier, many organizations include “spam trap” email addresses, meaning they’ll register a random email address on their domain but never use it, ensuring that the only way to discover this email address is by scraping their domain for valid email addresses.

Any email that is sent to a trap is automatically flagged as spam, and a few of these offenses piling up can cause your domain to be blacklisted, which will make your company’s emails virtually undeliverable, which is the absolute worst thing to happen to an email marketer.

However, there are companies that do this type of vetting and regularly update their lists so that email marketers don’t end up sending undeliverable emails. These lists can be useful, but only if they’re used correctly.

How to use a purchased list

When using a purchased list, it’s absolutely critical to

  • Do prospect research on every single contact to verify that they’re real
  • Send high-quality, highly personalized emails to avoid being flagged as spam
  • Not blast the entire list, but rather use it as a starting point and then select contacts tactfully
  • Follow every single CAN-SPAM law at all times

So the verdict is that no, you cannot purchase a list of contacts and simply decide that they’re going to receive your newsletter from now on.

What you can do, however, is create very tactical advertising campaigns to encourage them to sign up to receive emails from you, so that you can send them marketing emails in the future.

Deep dive: The Nutshell Lead List Purchasing Guide.

Your email marketing sent to purchased lead lists, if you choose to do it at all, should be extremely limited. Again, the biggest CTA you can include on such a far reach is to ask them to opt in. From there, sending other email marketing is acceptable but only because they’ve asked for it.

But buying a lead list and treating them like subscribers? En aucune façon.

Expert opinion: Email marketing strategies at various companies

Every marketer, every company, and every platform functions differently, meaning a strategy that works wonders for a particular organization might not be feasible for another.

In order to make this guide as comprehensive as possible, we reached out to a bunch of different email marketing pros, from specialists to founders, to get their opinions.

Q: Which software tools do you use for email marketing?

Popupsmart. It’s amaaaazing. Managing forms and pop-ups can be daunting. This tool gives you a dashboard to monitor your popups, uses AI to target your pop-ups, AND let’s you schedule them.

Have a seasonal lead magnet you want to use? Schedule it so it stops sending before it’s out-of-date.

Want to send a lead magnet to folks who visit specific pages? No problem.

Make it pretty while you’re at it? Easy peasy lemon squeezy.

Beacon. Having a lead magnet that speaks to specific industries, buyer personas, or offerings is critical. It helps you pre-qualify your leads by signaling to them with the right content. The problem is creating and managing all of these offers. Beacon helps you create a lead magnet quickly and professionally with dozens of templates. They also offer several options for helping you DELIVER those lead magnets with opt-in forms built in. Get a new lead magnet done quickly with this tool.

Stripo. Most Email Service Providers have a built-in drag-and-drop email building tool. That’s wonderful for having all of your email tools in one spot. However, many of them are limited. Using a third-party email building tool like Stripo helps you build emails JUST the way you want them without custom code.

Emily McGuire,
Owner, Chief Email Marketer at Flourish & Grit

Q. Which types of marketing emails do you send?

My team works primarily on communicating with our existing reviewers (and sometimes new ones!) to collect authentic, high-quality feedback of software they’re using day-to-day at work. I send anywhere from two to maybe five or six emails a week, depending on who and what we’re focused on.

One of my teammates specializes in recorded video reviews and in the Q&As on each page; she’s sending somewhere from three to nine emails a week. The two of us collaborate pretty closely on segmentation and copy/design, and we have an amazing in-house design team. We’re incredibly lucky to have these resources, but we try to be scrappy whenever we can.

Carolyn Dorant.
Senior Email Marketing Manager at G2

We send a few different marketing emails: a newsletter, event announcements, community roundups and webinar recaps. We send our newsletter once a week, and nearly the whole team is involved in the process.

Since my aim is to make it a snackable version of our week’s content, team members will send me what they think we should include in the week’s newsletter across podcasts, community discussions, webinars and article content.

Brooklin Nash,
Head of Content, Sales Hacker

Q. Which email metrics are most important to you?

One metric I like looking at is the click-to-open rate. Many people tend to look at just the open rate and click-through rate independently. Click rate tells you how many people clicked a link relative to how many people the email was sent to, the click-to-open rate tells you how many people clicked-through out of people who actually opened the email.

This can give you a strong baseline understanding of how the content within your email drove traffic back to your site, sales, or overall engagement.

Kelly Forst,
Marketing Specialist at AWeber

Q. What’s your favorite email marketing pro tip?

Email data can be great for sculpting and optimizing your company’s content strategy. Read between the lines about how your open rates and CTR might be connected to the type of content you delivered.

For example, if rates are higher for your emails that contain “recommended lists of products that do x” or “resources to help you achieve x goals,” this is likely a clear indication of what your most valuable buyer personas want more of.

Derek Flint,
SEO Content Manager at Marketing Supply Company

How to set up a marketing email campaign in 7 easy steps

Now that you know what makes a marketing email successful, let’s walk through the process of setting up and sending a marketing email campaign, from start to finish. Here we go…

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1. Define your audience

There are very few situations where it makes sense to send an email to all of your contacts. For example, an announcement about how your company’s phone support availability will be limited over the holidays would only be relevant to current customers.

Conversely, an email offering a discount to first-time buyers would only be relevant to no-customers, and might even create hostility among your current clients. (“I just signed up last week, no discount for me??”)

So the first decision you need to make when setting up an email campaign is: Who should receive this email?

Is it your newsletter subscribers? Your current customers? A mix of former customers and lost leads? Only the people who downloaded a specific piece of content or attended your last virtual event?

Defining your audience upfront cuts down the risk of recipients unsubscribing from your marketing emails due to lack of relevance.

Audience segmentation is also very helpful to the writing process itself, because you can speak to the interests and concerns of a specific recipient type; your message doesn’t have to be for everyone.

Of course, there will be times when you have a marketing message that’s so important that you think everyone should hear it—the announcement of a major product release or a game-changing partnership, for example. Even in those situations, we recommend creating separate emails for separate list segments.

The way you speak to current customers will always be different than the way you speak to non-customers, even if those differences are very subtle.

2. Determine the goal

What do you want your email recipients to do, specifically? How are you measuring the success of this particular marketing email?

The primary goal for your email will directly impact its design and direction. For example, your goal might be…

  • Clicks to a website page: Let’s say you’re sharing your latest published content or making an announcement that requires more than a few lines of explanation. To get your readers to read the “full” version of the article or announcement on your website, your email should include a few lines of compelling description and at least one prominent CTA button directing the reader to “READ MORE,” “LEARN MORE,” or “KEEP READING.”
  • Form completions: If you’re promoting an upcoming webinar or event, getting your recipients to click is only half the battle. You have to be crystal clear with your reader that once they click on your CTA button (“REGISTER TODAY”, “SAVE MY SPOT!”) they’ll also need to fill out the form on the landing page in order to sign up for the event. Note: The percentage of your email recipients who A) open the email, B) click the CTA, then C) fill out the form on the landing page will naturally be fairly low. So make sure to send multiple messages to your audience any time you’re trying to get them to complete a form.
  • Purchases: If you sell products on your website, email marketing can be a reliable channel to compel purchases from your buyer list. The challenge is to make sure that those purchases are attributable to the email campaign. You can do that by adding tracking links on CTA buttons (which will show how many buyers entered your site through your newsletter) or offering coupon codes that are unique to each marketing email you send.
  • Replies: One thing we like to do at Nutshell is ask questions at the end of our newsletters. The replies we get often turn into longer conversations where we can offer our expertise to the respondents or refer them to our sales team. This method is also effective when you’re making a brief announcement or sharing information that doesn’t require the reader to click to a landing page. If you don’t have a strong CTA to include in your email, ending with a question gives you a concrete way to measure impact.

Multiple CTAs can overwhelm a reader. If you want recipients to do something specific, stick to a single CTA.

3. Write excellent, helpful content

At this point, you have your audience and the ideal behavior you want them to take. It’s time to put pen to paper.

There’s only one email writing best practice that we recommend to everyone, regardless of industry or reader persona: Write it like it’s a letter to a friend. Be friendly and warm, and speak to your common interests with your target audience.

Use humor to the extent that it’s appropriate. And always remember: Marketing emails are about educating and nurturing, not pressuring your readers into a sales conversation.

Focus on the recipient, not yourself. Reduce or eliminate sentences that start with “I,” “we,” or “our company.

Even with a friendly writing tone, you should still use clear, direct language to explain the value of what you’re offering in your marketing email. A reader should never have to wonder, “What is this and why am I getting it?” or “What’s in it for me?

As long as you’re offering something of real value and can properly express the benefits of taking action, your readers will be more than happy to click the CTA button.

One more thing: Linking to relevant resources in your marketing email will help your readers learn more, feel smarter, and have the kind of positive experience with your marketing email that will make them more likely to open the next one.

These additional resources can be other pieces of content you’ve produced in the past, or even content from a third-party website. Providing your readers with the best information on a given subject—even if it didn’t come from your own site—makes you appear credible and genuinely helpful.

Beware the big block of text! Add a line break to any paragraph that’s more than three sentences long.

4. Design your email for maximum impact

Ideally, the copy and design of your message should work together to hook your reader from the moment they open the email. But keep in mind that different message types call for different visual approaches.

Some marketing emails—a “letter from the CEO”-type newsletter, for example—look perfectly natural presented mostly as text. However, if you’re plugging an exciting new product, an upcoming event, or a collection of recent blog posts, you’ll make more of an impact by including images, animation, and other bits of visual excitement.

Of course, building your emails from scratch is hard work, even for talented marketing designers. That’s why it often makes sense to use an email template to lay out your marketing email.

Most marketing automation software platforms have a number of templates built in that include spots for banner images, columns, pullquotes, CTA buttons, headlines, and sub-heds. Choose one that you think is a good fit for the overall vibe of your email and start pasting in your copy.

Emails wider than 640px might not render well on certain email clients. 600px wide is the sweet spot.

Marketing email design isn’t only about the images and styling in the body of the message, though. You also have to be aware of how your email will appear in an inbox before it’s even opened. To that end…

  • Make sure to put a real person’s name in the “From” field (i.e. “Jack @ Nutshell”), even if the replies actually go to a general inbox.

5. Test, then test again

Just because your marketing email is written and designed doesn’t mean it’s ready to go out the door. Before adding your recipient list and hitting send, send a test email to yourself and at least one other colleague.

Give the test email a close read to find any stray typos. Click every single hyperlink to make sure the links load correctly and that any UTM parameters or tracking links you included are fully operational—especially the ones on CTA buttons. Make sure that your images are displaying properly in various email clients and on mobile devices.

If you run into any issues, fix them in your email marketing software, then send out another test. Repeat the process until your email is flawless.

6. Push the button and brace for impact

Now that your email is “terminé done,” add the proper recipient list (remember step 1?) and schedule it to go out.

There is countless research studies online that will tell you which days and times are the most effective to send an email…and if you ask us, they’re mostly hot air.

Every audience is different, and it generally takes a lot of trial and error to figure out when your email subscribers are most likely to open one of your marketing emails.

That being said, we make have one piece of universal advice to share when it comes to email scheduling: Only send a marketing email at a time when someone from your team will be around to handle the replies.

The more important your message is, the more likely it is that many of your recipients will reply with burning questions. Don’t send out a marketing email late Friday afternoon and leave your audience hanging over the entire weekend!

At Nutshell, we only send out emails on weekdays (and not too late in the day) to ensure that we can field any important replies as they come in. We suggest you do the same.

And if you’re scheduling an email to go out days in the future, set up a reminder for yourself to be available when it actually goes en dehors.

Before sending a marketing email, ask yourself: Am I actually giving the recipient something of value?

7. Learn something before moving on

One of the biggest mistakes you can make with email marketing is using the same tactics over and over again, regardless of whether they’re working or not. Every single email marketing email you send gives you an opportunity to learn the following…

  • Was the subject line compelling? (i.e., what was the open rate compared to the average open rate for this message type?)
  • Did you pick the right audience? (i.e., what was the unsubscribe rate compared to the average unsubscribe rate for this message type?)
  • Was the offer in the email compelling? (i.e., what was the click rate compared to the average click rate for this message type?)
  • Did the landing page fulfill the promise of the email? (i.e., what was the conversion rate on the landing page compared to past conversion rates for similar offers?)

All of these things can be measured, tracked, and optimized. So be sure to check the stats on every email you send and use that data to inform future email marketing campaigns. Otherwise, you’re just spinning your wheels.

Now, how do you get that data even faster: by A/B testing! If you’re ever curious about how one specific element is impacting your emails’ performance, split your audience list in half and send out two versions with only one difference between the two emails. In other words, the emails are identical except for the send-time, or identical except for the subject line.

A/B testing gives you comparative data that helps you fine-tune your email marketing strategy in a way that’s more scientific, and less based on hunches. (Not that your hunches aren’t brilliant.)

Steal these templates!

Skip to template:

“Webinar announcement” email template

TYPE: Broadcast / Announce
Concept: Announcement of a company-organized webinar or virtual event taking place in the near future, with a primary CTA to register.

Subject line: Save your spot at [event title]!
Preview text: It’s live, it’s free, and you might actually learn something.

Got any plans for [event date]? Well you do now.

[webinar topic] is one of the most important—and least understood—drivers of growth for businesses like yours. So we teamed up with [partner/speaker name and title] to present a [##]-minute webinar passing along everything we know on the subject: “[event title]. “

The live broadcast will kick off [day/date] at [time], and will teach you:

• [webinar sub-topic A in the form of a question]

• [webinar sub-topic B in the form of a question]

• [webinar sub-topic C in the form of a question]

We’re limiting the registration to [###] virtual tickets, so hit the button below before everyone else beats you to it.

[Button: “SAVE MY SPOT”]

The webinar will be recorded for all registrants, but live attendees will have a chance to submit their questions to the presenters and get expert insights on the spot.

Have a wonderful day, and we’ll see you on [event date]!

[sender name]

“Product news” email template

TYPE: Broadcast / Announce, Update
Concept: Announcing a new product offering or feature, with a CTA to learn more on the website

Subject line: First look: [product name]
Preview text: Our latest [product type] is a game-changer.


Good to see you, friend. We’ll make this quick.

Today marks the release of [product name], a [product category] that helps you [product benefit A] et [product benefit B].

Priced at [price], [product name] offers the following improvements on our previous [product category] offerings…

• [product feature A]

• [product feature B]

• [product feature C]

• [product feature D]

This new release was one of the most requested from our customers, so thank you!

To learn more about this new release, check out the full details at the link below:

[Button: “LEARN MORE”]

Big ups to our hard-working product team for making [product name] into a reality. And please reply to this email if you have any questions!


[sender name]

“Sales promotion” email template

TYPE: Broadcast / Promote, Sell
Concept: A one-to-many sales email, offering a discount or other promotion for a specific product offering, possibly for VIPs or customers who haven’t purchased in a while; primary CTA is to follow a link to sale items.

Subject line: For our VIPs only…take 20 percent off any [product name]

Preview text: Reply to this message with “howdy!” for a mystery coupon…


We’re psyched that you’ve been a longtime [your own company name] customer, and we want to make sure you stay psyched. So here’s the deal…

From now until [day/date/time], you can get any of our [product type/service category]s for 20% off…just for being you! All you need to do is hit the link below and enter the coupon code VIP2021 on the purchase page.


Still here? Wonderful. If you’ve gotten this far in the email, you deserve a bonus. Reply to this email with “howdy!” and I’ll give you a mystery coupon code that will [double/multiply/increase] your savings.

Take care, and please let me know if there’s anything else I can do to support you and your business.

[sender name]

“Exciting announcement!” email template

TYPE: Broadcast / Announce, Update, Celebrate
Concept: A general purpose blast informing subscribers of something interesting that the company is doing. (A new partnership? A charitable effort? The launch of a company podcast?) Primary CTA is to learn more on the website.

Subject line: The wait is over. Brightcorp and Moonsoft are together at last.

Preview text: The long-awaited partnership that adds tons of new value for our customers.


While gathering around the virtual water cooler, we had this bright idea: Let’s use the bright ideas our users have given us. It may be our best thinking yet.

When our team launched Brightcorp, we weren’t really thinking about other tools like Moonsoft’s platform. We were focused, instead, on delivering brightness technology to our consumers, and giving them the most luminous experience we could.

Recently our users have been talking about Moonsoft, specifically whether or not we plan on partnering with them anytime soon.

“Hmm,” we said. “That would have be cool.”

Today, we are proud to announce that we have officially partnered with Moonsoft to deliver solar-quality virtual luminescence with adaptive void shading in a fully integrated platform.

Moonsoft [Link to company page] is a de-illumination company that was founded… [Describe the partnership company and their mission]

By joining forces, we hope to… [Describe the goals of the partnership]

This article [Link to article] goes into more detail about what a partnership between Brightcorp and Moonsoft means for our users, what will change for Brightcorp customers, and what we hope to accomplish together.

Please respond to this email and let us know what you’d love to see us do now that we have a full partnership with Moonsoft!

Sincerely, [sender name]

“Letter from the CEO/Editor” email template

TYPE: Newsletter / Educate, Update
Concept: A conversational, text-focused letter sharing thoughts and a couple of links. This might be closest to our approach with the STW newsletter.

Subject line: You know what I think, {FIRSTNAME}?
Preview text: Plus: The book that doubled my close rate in a single month.


It’s almost 6am, and I’m sitting at my kitchen table waiting for the coffeemaker to finish burbling. The kids aren’t up yet, but they will be soon. So I wanted to get this out of my head while it’s still quiet.

[[[[4-5 paragraphs on some recent epiphany you had]

I can go on and on about this stuff, but my youngest just came down the stairs and wants his waffles. Real quick:

– Seats to our [seminar or workshop title] are still available. Sign up by Friday with the code “[coupon code]” and get $40 off the price of your virtual ticket.

– My dear friend The Sell to Win Team wrote a book on [topic] that is going to wind up making me an extra $80,000 this year, if I’m doing my math correctly. Buy it here: https://www.nutshell.com/blog/complete-guide-to-writing-marketing-emails/ …and I promise, I will buy it back from you if it doesn’t blow your mind too.

The sun’s coming up now. The waffles are in the toaster. My dog and the neighbor’s dog are having a little conversation. Let’s all have a good morning, okay?


[sender name]

“Latest content” email template

TYPE: Newsletter / Educate, Update
Concept: Sharing the latest marketing content, via thumbnail images and short descriptions. This would be a more traditional approach for a blog newsletter.

Subject line: Everything you need to know about SEO
Preview text: What is the secret ingredient that can transform your writing from a hobby into a cash generator?


If you’re anything like most humans, you probably have your own unique insights and perspectives about your industry. What most humans do not know, however, is that they can earn 88% more leads simply by consistently blogging those insights.

SEO is the secret key that can unlock those marketing leads for your company by giving your writing visibility on search engines, and we just published a guide on how to make that happen.

A few of the topics we cover:

• Page titles, headings, and paragraph text, and how they function like a network of roots.

• The relationship between page-loading speed and bounce rates.

• How to build an SEO skeleton.

Simply put, it’s a great starting point for anyone who might benefit from upping their content marketing game. The article describes technical SEO from a realistic and attainable standpoint, even for people who’ve never published anything before.

[Button: “Read the full article”]

As always, if you have any questions about SEO that aren’t covered in the article, you can ask them in a reply to this email and I will Google the answers share my knowledge with you.


[sender name]

[Thumbnail list of recently-published articles]

Damsinier: Essential Guide to Building Customer Loyalty in the Digital Age

PwC found that customers are more likely to be loyal to a brand when they feel valued. Loyal customers are more likely to buy again or share their experiences. The problem is, with customers being able to find their purchases with one click on a search engine, how can we effectively retain customers?

The good news is, there is a way and we’re sharing it with you here. But, first, let’s take a closer look at what customer loyalty really is.

What is customer loyalty?

Market news defines customer loyalty as the likelihood that your customers will continue to buy from your business. Customer loyalty is a little different than it was decades ago. Before the digital age, customers were likely to be loyal to their local stores. Proximity was more important than price or customer experience because merchants were known and valued on a personal level.

Customer retention is a little different these days… and more important than ever.

Why is customer loyalty more important than ever?

In the digital age, there are exponentially more opportunities to find the products and services you are looking for. It’s a wonderful thing for customers, but can be a nightmare for businesses. However, changing your strategy will be essential to ensure that customers keep coming back.

A well-known marketing statistic has revealed that it costs businesses 5 times more to gain new customers than it does to entice existing customers to buy again. However, according to Forbes, selling is a lot different now and personalization alone can increase consumer spending by up to 500%! Customer loyalty plays a big part in this statistic, which is why it is more important than ever.

The specific reasons for this include the fact that loyal customers are more likely to buy again. Good experiences cannot be overstated to entice customers to redeem. Loyal customers also tend to be your best salespeople and brand ambassadors by letting others know about their satisfaction with your products, services, and organization.

It should not be overlooked that loyal customers will also offer real, useful and constructive feedback. This type of feedback can be invaluable with future products or customer interactions.

Of course, the Customer Lifetime Value (CLV) rates of loyal customers will be much higher than those of non-loyal customers, as this increases the average length of time that a customer will continue to buy from your business. This is a useful metric to follow while you build loyalty.

Guide to building customer loyalty

That said, we’ve compiled a guide to building customer loyalty that includes the essential tips you need to follow to achieve your loyalty and customer retention goals.

1. Improve your customer service

The first thing you can do is make improvements in your customer service to ensure your customers have the best experience and come out of customer service interactions very satisfied. This is extremely important in the digital age, as consumers have so many more opportunities to research and find other products like yours around the world at potentially competing prices.

To start this step, you’ll want to start by creating a customer service strategy. Determine what you want to achieve and how. Next, make sure you understand your customer segments so that you can talk to them individually about their specific needs.

Make sure your customer service lives up to your brand identity. If your customer service doesn’t live up to the values ​​you claim to be part of your brand identity, you will never meet your customer retention goals.

Of course, strategizing about your customer service and designing an optimal experience is one thing, but responding to it is another. Make sure you have metrics so you know you’re keeping your customer service promises.

2. Improve response time

Customers want to know they are being heard and they want to be heard immediately. Improving your response time so that an angry customer doesn’t get even more angry waiting another day for your response will help you significantly, as will answering potential customers’ questions in a timely manner.

The steps you can take to improve your response time are as follows:

  • Plan your communication – Make sure your customers have the means to reach you immediately and that you have representatives or chatbots available to respond to them within a short period of time.
  • Focus on Customer Needs – The old adage “the customer is always right” is popular for a reason… it works. Make sure you focus on what they need.
  • Use All Channels to Communicate – In the digital age, that means you need to be available beyond the phone and in person. You’ll want to be able to be contacted through your website, social media, the chat functions in your messaging apps, etc.
  • Maintain Positive Body Language – Yes, even when you are in virtual contact with your customers, maintaining positive body language will help you be more positive and it will be noticed by your customers.

3. Encourage customer feedback

Asking your customers for feedback has a few advantages. First of all, it shows that you really care about them and their opinion, which can have a huge impact on their loyalty to you. Second, it can be useful for your future strategies because you hear it directly from your users. You will also be sure that your current customers will appreciate what you are doing in the future if it is based on their feedback.

There are several ways to ask for their advice. For example, there are the traditional ways to call your customer or send them an email. However, in the digital age, there are many more effective ways to seek feedback from your customers, including asking them to take a survey on your website. Another useful way to get fast response from customers is a pop-up window on your website.

Just as important as hearing from your current customers can be hearing from those who have already bought, but have stopped buying. Find out why this is.

And, of course, be sure to respond to any comments you receive by thanking them for their participation.

4. Don’t ignore the little things

Another key way to build customer loyalty is to keep focus on the little things that make a big difference. Make sure you really listen to your customers when they are talking, for example. Don’t just appease them so you can hang them up. Let them know what they have to say is important. You’ll also want to be transparent when talking to them so they don’t think you are elusive.

Also try to personalize their experience. When sending marketing emails, for example, use automation tools to personalize each one. You will be able to enter their first names and target them according to their expressed wishes or previous purchases.

Offering incentives is something small that can make a big difference, just like offering a loyalty program. Giving your customers a reason to buy again or stay with you despite other options can be huge for customer retention.

Of course, in the digital age it is now possible to provide your customers with real social proof of your awesomeness. Social media allows you to be a positive influence that can be seen by everyone. Everything from customer reviews to celebrity recommendations can be highlighted on social media and accessible to anyone.

5. Customer relationship management

The digital age also offers countless tools at your disposal to help you build your customer base and retain customers. Perhaps the most effective tool is customer relationship management (CRM) software like Agile CRM This will not only allow you to add and store all of your customers’ information in one place for everyone to access, but will also allow you to use that information for your campaigns to keep them interested in your products. , thus building loyalty.

Such a powerful tool can also help you analyze your effectiveness in retaining your customers so that you can plan for the future. You’ll also be able to track referrals and reviews in one place, making all of your information accessible in one tool. Leveraging technology in the digital age could be the key to your success.


Customer loyalty is more important than ever in the digital age with so many options for consumers. The good news is, by following this guide, you can build customer loyalty which will help you continue to grow because your customers will prefer you and your products to you, even if they find cheaper or faster options.

According to SuperOffice, the number one reason customers leave a business is because they think you don’t care about them. Follow this essential guide and your customers will feel assuredly taken care of and you will no doubt see the difference that customer loyalty will make.

Damsinier: How Will CRM Marketing Be In The Future

Today, without the proper knowledge, it can be difficult to differentiate marketing from advanced technologies. Although it didn’t start like that. Marketing as we know it comes down to sellers trying to let buyers know what they have to sell.

Nowadays, what, how, when and where a buyer will make a purchase can be predicted with nearly 80% accuracy. Simply put, there has been a paradigm shift and by all indications there is still a long way to go.

We take a look at the current trends in CRM marketing observable in today’s world and we speculate what CRM marketing would look like in the near future.


Customer relationship management involves all processes and activities involving the management of interactions with existing and potential customers throughout the sales process or customer life cycle. Once customer information is entered into the CRM system, all information obtained through any point of contact (i.e. purchasing patterns, customer experience, how they interact with advertisements salespeople, etc.) help you meet their needs, market smarter, and build better relationships.

Considering the sheer volume of customer data, online channels and varied customer behaviors, as well as the speculated increase in the foreseeable future, keeping tabs on all of these things is a very difficult task.

What CRM marketing offers is simply a centralized customer data repository where data can be pulled or added to help marketers increase lead flow, conversion rate, and improve customer service. Specifically, an organized platform for extracting and tracking customer data, marketing information, and sales.

Marketing campaigns have become very effective at targeting customers and keeping up with their pace has become very easy as all customer information is in one place, allowing you to find and access all the customer information you need and prospects at any time. time.

CRM marketing also helps members of a company’s sales and marketing team work together on the same platform to help nurture leads and meet all organizational goals.

Modern CRM marketing has made it quite easy to create more sales promotion content, more precise decisions about new campaigns, services, products and content. More than ever, CRM marketing is playing a vital role in the growth and expansion of businesses.


This ranges from the fact that 84% of customers value the experience they get just as much if not more than the product or service a company provides to the expected increase in use cases of AI (artificial intelligence) or As social media interactions make people more likely to shop or hang out with businesses, CRM marketing has revolutionized the world of marketing.

Customer satisfaction also comes from surpassing customer experience as a primary determinant of great customer relations. CRM marketing is experiencing a strong wave of changes and trends. This is good news, as it will ultimately lead to fierce competition and better satisfaction.

In fact, CRM marketing has moved beyond the mere tools and software used for customer contact management to become systems that keep everyone in an organization up to date on everything about the customer lifecycle, and project management tools that help track project progress, status reporting tasks, time and other deliverables throughout the customer lifecycle.

Research and data-backed industry expert opinions have identified the following trends in the CRM marketing space and also predicted future trends, helping us paint a vivid picture of what the CRM world will look like. in the years to come:


Data has shown that customers just want to do more on their own. They just want to control most of the things they want from a business. In fact, self-service is often the first form of customer contact with businesses. Rather than talking to a sales agent most of the time, customers tend to want to self-educate about a particular product / service. They access content and self-service processes rather than agent-assisted channels. This may be due to the search for authenticity and quality or perhaps the need to find out all the important things about the goods and services they are about to purchase.

As a result, it makes sense for businesses to ensure that the most likely information potential customers may need about a business product / service is easily accessible and gives customers a good experience.

There is a growing trend in business investment in many self-service technologies and marketing resource management solutions to track knowledge management, create chat bots, track marketing results, among other reasons.


To fully exploit the purpose for which CRM is intended, most companies have now started to turn to Unified CRM because it allows all kinds of business functions to be combined. Content management, project management, sales and marketing are all done on a central data platform. This helps streamline internal processes, increase efficiency while automating manual tasks and storing customer information at the same time. Companies and industry experts claim that this strategy has helped create a better customer experience leading to business growth.

This highlights a clear fact; that the future of CRM is ultimately driven by the vision of smooth customer operations, and that creating the most exciting customer experience requires not only that companies think about the customer, but also how their own operations can be more efficient and easier. After all, they have to be in the best position to provide the best service.


The idea behind AI is that machines are able to simulate human intelligence and perform tasks that require the same without human intervention. The beauty of it is that the machines are able to perform tasks you prefer to do with every touch of precision, accuracy, and most importantly, humanity.
Now, if the purpose of CRM is clearly looked at, you will see that it is essential to be able to dig into your customer’s head and think like them to be able to know their most likely choices and the factors responsible for those choices. .

These two phenomena clearly have similarities and this was picked up in the current CRM space, as AI now helps do all of this; Machines help businesses simulate customer intelligence (thinking) using information from past product choices, content, and behavior patterns (Joe said that customers interact with marketing campaigns, content, etc. ). AI is used to train personalities that are very close to real customers and from there better decisions are made about customers; The right content and the right products find their way to the right customers seamlessly with the help of AI.

AI helps create personalized customer experiences, real-time website visitor analysis, social media data analysis, and marketing campaign optimization. This is the story of CRM marketing today and with all indications it can only get better and more effective over the years.


CRM personalization is trending upwards and the reasons are not overstated; Customers want to be treated like royalty! How they count and yes, they count. A large percentage of customers from different business niches are willing to share personal information for contextual engagement with business. Apparently, forming “close” or rather “seemingly close relationships” with the company or business owners is one of the main ways to get personalized discounts that customers love. As a result, it is predicted that personalization will be a major aspect of CRM marketing in the near future, as is already evident in millennial tools like Agile CRM.


In this, from the outset, the customer relationship relies solely on making marketing and business decisions based on data. Data has always been a prerequisite for knowing customers and therefore services. However, most of the data used in the past has always been structured data such as preferred products, contact information, etc. As of today, however, big data techniques are geared towards using emerging technologies in the field for a lot of unstructured data that customers don’t even know how to provide for additional insight. In the near future, we can only imagine seeing more data use cases in the field of CRM to further increase customer satisfaction.


It is no longer news that “distance is the future of work”. With the increase in the rate at which companies employ remote workers, mobile CRM has come to last for a long time in that it promises to ensure increased user adoption, increased employee productivity and a customer relationship. improved, among others.

Most (if not all) CRM systems are expected to move to mobile platforms in the coming years. Proper project management through easy tracking of status reports, tasks and other deliverables leading to greater efficiency are the benefits.


Obtaining customer satisfaction is a really tricky task. Engaging your customers and seeking to make contact in the context they need is very stressful for the average sales rep or customer agent as different messages can come from different channels ranging from text to different social media platforms. Therefore, to get the most out of your employees in order to give your customers the best satisfaction and customer experience, consolidating all the different communication channels on one platform is the best thing to do and it is quickly becoming the goal. ‘agenda. in the world of CRM marketing.


Marketers, business leaders, and sales staff can all agree that achieving the best customer experience through CRM marketing in the near future will depend heavily on the trends highlighted above. Data, mobile usability, one-on-one interactions and many more will determine what sets a CRM platform apart from others.

JP Saunders, an independent CRM expert in his ‘Breaking the 10 Myths of Customer Experience’ series, says data management is crucial to delivering personalized experiences, and investing in the Internet of Things has created better customer experiences to name just a few of the myths. This further reinforces the trends observed previously.

Matt Kresch, another specialist also emphasizes the need for a multi-channel notifications strategy to increase employee efficiency and create better customer experiences for customers. This is yet another case of some of the trends stated earlier.

Marshall Lager, CRM influencer and customer experience analyst also shares a view that AI and ML are only worth their underlying data. In fact, he specifically pointed out how everything can go wrong with AI in particular.

All in all, industry experts constantly stress the need for companies to gather information on all possible means to adequately understand what the customer wants, how the company intends to get it understood, and finally, how to do these two things more effectively. and less force.


From the continued focus on more specific interactions with users, to the continued use of data to truly understand customer behaviors, and the continued focus on mobile usability among other observable trends in marketing CRM, a very clear fact is that, the Future of CRM Marketing promises to reach a point where customers can get exactly what they need from businesses, be it products, content or relationships. The trends have indicated that for the nearest foreseeable future, customer satisfaction will be at its peak and, more importantly, business growth will be massive as a result.

From time to time, the marketing industry and more specifically the CRM marketing industry is constantly discovering and coming up with new ways to satisfy customers. After all, business owners want to stay ahead of the competition by keeping customers happy. However, this and that alone is what it should be! ; Be prepared to go the extra mile for the specific purpose of ensuring customer satisfaction.

Sometimes the constantly emerging CRM trends can cause businesses to catch up, thereby affecting the original business goals, leaving them with changing goals to adapt to trends. It should be noted that emerging trends are only one way to achieve one end which is customer satisfaction for the purpose of business growth.

Damsinier: 8 Things to Do Before Hitting Send

There are times in your professional life when panic overwhelms you – times when you feel like someone has thrown a cold blanket over your shoulder while whispering, “you have big problems.

When you open an email you sent to your marketing list and see something wrong at all – an important link is broken, merge fields aren’t working, you misspelled your name. business in the subject line – you know you are in one of these times please tell me this is not happening.

I can speak from experience as I have made more embarrassing mistakes than I would like to admit, especially when sending automated email campaigns to potential customers or link building perspectives.

One way to avoid this pain is to develop a checklist. Throughout history, professionals as distinct as pilots and surgeons have relied on checklists to increase work efficiency, reduce stress, and streamline work processes. Thanks to the work of Atul Gawande, surgeon and bestselling author of the book The checklist manifesto, the use of checklists to simplify complex processes has grown in popularity in recent years.

In this article, we’re going to look at a simple email marketing checklist that you can use before sending out your next campaign and avoid any humiliating mistakes.

# 1: Do you have an effective subject line?

The subject line of your email is one of the most critical factors in increasing your open rates, as crucial as headlines are for web copy and online ads. A recent survey carried out by Litmus and Fluent found 34% of respondents said the subject line is the factor that determines whether or not they will open an email.

checklist for open factor email marketing

Before sending your email, check if your subject line meets the following criteria:

  • Length: Keep your subject lines under 50 characters.
  • Relevance: The subject line should connect with the email message. Does the subject line say anything related to the email message?
  • Interest: The subject line should also engage the recipient’s interest. Consider asking questions, using open-ended statements (eg, “You need to read this”) or emoticons, which Can increase your open rates.

# 2: Are you sending your email to the right audience?

Your Email Marketing Campaigns Are Most Likely target multiple segments and audiences separately. Therefore, before sending an email campaign, you want to verify that you are sending it to the right audience.

To get started, make sure you’re using segments based on all of the demographic, behavioral, and psychographic data available. You can use this data to personalize your email campaigns (more on this later).

Also, your email copy must match the data used to create each segment. For example, an email campaign targeting existing customers might include brand-focused messages because of their familiarity with your brand, while a campaign targeting recently signed subscribers shouldn’t.

Finally, check if you are sending an email to a list that is already in an automated sequence. If so, consider removing them from your message as they may receive multiple emails with mixed messages.


Write fewer emails, get more responses.

Are you falling off your prospect’s radars? With Nutshell’s personal email sequences, we’ll remember the follow-up for you.


# 3: Did you choose the correct sending time?

Even if you use email marketing software that can detect your recipients’ time zones and send emails to them at the same local time, you still need to find the best times and days that are most likely to contribute high open rates. While you should test your posts to find the correct time for your mailing list, a meta-analysis of CoSchedule suggests that the best times to send an email are:

  1. 10 hours
  2. 8 p.m. to midnight
  3. 14 hours
  4. 6 am

At the same time, the best days to send your emails seem to be between Tuesday and Thursday.

Regardless of when you choose, what really matters is that you are available to handle your subscribers’ responses soon after they receive them. Don’t schedule an important announcement email to go out at night or on weekends if the answering machines won’t respond to you in a timely manner.

# 4: Did you set up the personalization correctly?

There isn’t much you can do in an email explosion to make it personal to individual recipients. Yet seeing your or your business name in a marketing email creates a personal connection.

The problem with customization is that it requires correct configuration; lack of data or incorrect insertion of dynamic field will lead to embarrassing situations or even generate hostility. (If you’ve ever been greeted with “Hello {FNAME!” In an email, you know exactly what we’re talking about.)

When you analyze your email personalization, check:

  1. The existence of basic data on subscribers: Make sure you have the correct data to use in your dynamic fields. First name, last name, and company name should be requirements for email signup forms, so that you can add these personalization elements in marketing emails.
  2. Correct formatting of merge tags / dynamic fields: If you wrote the dynamic fields yourself, make sure you wrote them correctly and fit in the email, i.e. check for spaces, commas and other putting issues shaped as the dynamic field can cause.

# 5: Is your copy convincing?

Your copy of e-mail is the heart of your email marketing campaign. You have to think of it as an advertisement – more personal and more accessible, perhaps, but just as compelling.

Examine your email copy for its purpose (for example, a campaign for new subscribers will have a different message than the one sent to existing customers) and make the appropriate changes accordingly.

Three aspects that you want to look for in your email copy are:

  • Clarity: Your copy must be clear. Delete any unnecessary words or phrases that distract the reader from the main message. Keep your paragraphs under three sentences.
  • Power of persuasion: Check your copy to see if it prompts the desired action. Does each sentence lead to the next and ultimately to CTA?
  • Utility: No one likes to receive irrelevant emails. Assuming you’ve picked the right audience, your email should clearly be of value to the reader. What is your email trying to do for the subscriber? Does the copy make it clear that whatever it prompts them to do is helping them?


The best sales email is the one that is read.

Download the Complete Guide to Writing A LOT of Better Sales Emails for over 50 professional tips on how to make your emails pop in a crowded inbox.


# 6: Does your copy contain spelling and grammar errors?

Grammar rules everything around me. At least it governs everything to do with content, including email. Your email must avoid grammar errors, which includes issues related to:

  • Clarity
  • Use of grammar
  • Punctuation
  • Spelling
  • Your

Take a day off after composing your email and proofread it from scratch. Better yet, send a test email to your email address and read it like it’s from a stranger. Do the sentences flow naturally? Can you catch glaring mistakes? Does the use of punctuation and capitals follow your company’s style guide?

It’s common to find errors in test emails that you skipped while writing the email. Sometimes you just need to see the email in the right context – as a reader, not as a writer. We also recommend that you ask other team members to read your email and give you suggestions.

If you can afford it, consider hiring a professional proofreader or editor to give you another look at your emails. A cheaper and faster alternative is to use a grammar tool like Grammarly or ProWritingAid.

# 7: Are there any formatting and accessibility issues?

Your email should prioritize content over sophisticated design. Most companies use minimalist designs with few images and other design elements that distract the reader.

Examine your email and look for any significant issues with its formatting, including:

  • Contrast between elements– Does your content stand out against the background and between each section?
  • Font sizeSuggestions range from 12 points to 18 points.
  • Spaces between elements: The margin and padding between titles and text must be consistent. Avoid unnecessarily large spaces between elements of your email.

Even though your email format looks correct, your subscriber’s email clients, browsers, and devices may not display your emails correctly. To find out about possible accessibility issues, test your emails with a tool such as Sunflower or Mailtrap, and resolve any issues that arise.

testing emails on different platforms and devices

# 8: Does your email contain something that will mark it as spam?

If you are sending commercial emails, you should know and know how to comply with the requirements imposed by CAN-SPAM law, which sets the rules that all businesses must follow.

The law requires all commercial emails to:

  • Include a valid physical mailing address.
  • Avoid using misleading, misleading, or falsified information in “From”, “To”, “Reply To”, Subject, and Route information.
  • Indicate the content of the email.
  • Include an unsubscribe button.

Failure to comply with the CAN-SPAM law can result in penalties of up to $ 16,000 for each email violation. Email marketing software can automatically add all of this information. So make sure they are included in your email.

We also strongly recommend studying this list of spam trigger words which can lure your email into spam filters.


When you write an e-mail, you want to put all your energy into crafting a user-friendly, value-driven message. Don’t worry if your subscribers can read your emails properly or if you are breaking the law.

The eight-point email marketing checklist presented here will help you focus on what’s most important to you – amaze your subscribers with your content – while keeping you from making big mistakes.

Do you check your emails before sending your campaigns? If so, what are you checking?


About the Author: Ivan Kreimer is a freelance content writer which creates educational content for SaaS companies like Leadfeeder and Campaign Monitor. In his hobby he enjoys helping people become freelance writers. Besides writing for smart people who read sites like Nutshell, Ivan has also written on sites like Entrepreneur, MarketingProfs, TheNextWeb, and many other influential websites.

Damsinier: The Great CRM Shift of 2020 | Trends

It is often said that only a poor worker blames their tools and only an inferior supplier blames the customer for their problems with a product. But there has been an ongoing crash in the CRM which I have been monitoring for 20 years. As someone with another career in technology product sales and marketing, I feel qualified to make counterintuitive observations about CRM.

Certainly, CRM has been a godsend for companies that use it properly. My own pre-CRM experience of trying to maintain offers and opportunities or trying to find and market interested customers informs my estimate of the bad old days. It also shows how much can be accomplished when CRM is done right.

But too many user organizations just don’t seem to embrace CRM to the extent necessary to be successful, even after more than two decades of trying. I’ve made this point before, but it’s true, and the research I’ve conducted directly indicates that adoption is a major barrier to success.

A project we carried out for Oracle is particularly revealing. We found that people would rather do a lot of other things – even clean the bathroom – than update their CRM systems and Forbes had a field day with her.

As I pointed out, this has been going on for years. Where some companies invest in CRM, learn its methods and adopt it, many others choose a few applications without thinking about adapting to the technology. The results were hidden for a long time in part because, as my other studies have also shown, people, employees, are good at filling in the blanks. For example, they have up to eight screens and windows open at all times to integrate data on the fly that stubbornly remains in silos.

But here’s the trick. Business is now too busy, big and complex to keep pieces of it in your head or on post-it notes. More importantly, the kind of thinking that accompanies customers is changing in noticeable ways. Change is nothing less than a shift from deductive reasoning to inductive reasoning. The last time something like this happened, Western civilization emerged from the Middle Ages to the Enlightenment.

Inductive or deductive reasoning

Now I am not suggesting anything as dramatic as it is happening in our time, and to be sure we may have to wait a few hundred years to find out for sure. The crux of the matter is how we find and process information.

Compiling a sales forecast is an example of deductive reasoning. We make sales calls, take notes, and hopefully add them to our CRM systems from which we derive forecasts. This is all deductive reasoning and is the source of many leaders’ frustration with CRM because the forecast is, meh. Despite our best attempts, people may not report all the facts or confuse them in the forecast. How medieval.

Analysis and machine learning are the basis of inductive reasoning in CRM (and in the Enlightenment); they allow us to extract information from data that we may not even know. But inductive reasoning has a few drawbacks common to modern thinking in general which must be kept in mind and under control.

Inductive reasoning only leads to probabilities suggesting what will happen in the future. Whether a customer will actually close the deal can only be fully understood after the fact. Deductive reasoning, done correctly, gives us certainty even though it may be wrong. If a customer says they’re engaged in a purchase, we tend to flag it in the forecast and if the customer pulls out, well, we were right, except for that one thing.

Analytics and machine learning can look at the same data and identify inconsistencies with previous agreements, such as the salesperson forgetting to verify that a budget exists for the purchase. This is why inductive reasoning might be better in telling us that we will / will not forecast rather than telling us which offers will be safe.

If you are a deductive reasoner, you are probably the one who trusts his instincts. The corollary of CRM is that you buy and use record keeping systems, and unfortunately a lot of them are not connected. The eight screens noted by our survey panel (n = 510 btw) are symptomatic of this phenomenon. We buy SFA and CPQ but ignore the importance of integrating them, for example.

We used to assume that customer-facing employees collated the data into a quote – and they can – our survey shows. But then something great and unforeseen happened. The school of instinct began to lose out to the school of inductive reasoning because the latter had a much easier time generating quotes and propositions, among other things. Employees in contact with customers found it easier to do their jobs and could do more in a day.

Too many people in our survey reported working in their personal time and starting the day right after getting out of bed or in the bathroom.

It’s crazy.

The next big idea in CRM

Inductive reasoning is still in the minority of CRM ideas. By my estimate, only about 25% of businesses use CRM properly, but they get more than their share of transactions. All the talk about inductive and deductive reasoning and gut instinct probably won’t move the needle. What is lacking today in a more efficient CRM is of course technology, but also a culture change in many companies.

A culture of continuous improvement in the front office, supported by leadership teams willing to invest in employee time and training tools, may be the next big idea in CRM.

We have a lot of CRM technologies that are underused or misused simply because we don’t have enough trained people. It is precisely no one’s fault, things like this are sneaking up on you. But once a company with a culture of continuous improvement sees this, there is only one thing to do.

Denis Pombriant is a well-known CRM industry analyst, strategist, writer and speaker. His new book, You can’t buy customer loyalty, but you can earn it, is now available on Amazon. His 2015 book, Solve for customer, is also available there.
Email Denis.

Damsinier: Reflections on the First Decade of Building Nutshell

Ten years ago, Tyler tate and I got ready to take the stage and introduce Nutshell to the world. Ten is just a number, but I thought I’d take the opportunity to share some personal observations from Nutshell’s first decade.

A year before our launch, my co-founder Guy Suter put together a small team and shared a vision for a product that addressed what was lacking in sales CRM software:

  1. A pleasant user experience
  2. Mobile applications (that was in 2010!)
  3. Automation to fuel a sales process

And so we got down to work. We chose to unveil Nutshell at the Future of Web Design conference because we felt so strongly about being part of the design community. For a few thousand dollars, we sponsored the afterparty, and we earned ourselves a moment in the spotlight.

With free screen wipes in our sweaty palms, we took to the stage to share our launch story:

  • Most web software is ugly and downright hostile to users (lots of nods)
  • Building something from scratch is an absolute joy (smiles heard)
  • We can do even better if we don’t have to support Internet Explorer 6 (audible gasp)
  • Here’s a live demo, to show what we’ve done so far
  • The drinks are on us! (applause)

From fire to fire

But the launch was not the finish line. And that’s when I started to realize that our real work was just beginning.

The day before our launch, we found out that Solr – a crucial infrastructure – would shut down after seven (!) Accounts were created. Total showstopper. One late night and one early morning and we were back to business.

The day after our launch, we debated what to do with the fire hose of messages arriving at [email protected].

A week later, we realized that a CRM really needed a contact list – something we had been so confident about was not a requirement.

Six months later, it became apparent that paying an intern to write custom code for each CSV import wasn’t going to scale.

And then a year later, the office roof started leaking onto the server that held all of our customers’ credit card data. (We’ve learned a lot about PCI compliance since!)

And so we went, from challenge to obstacle to emergency.

It turns out that starting a business is a lot like Mark Watney, stuck on Mars: “You have just started. You do the math, you solve one problem, and then you solve the next. And if you solve enough problems, you can go home. ”

During the troubleshooting we looked up and Nutshell served thousands of customers, along with dozens of team members. And for us, “coming home” was winning the right to continue the journey.

The process> the goal

We talk a lot about “results-based management” or “starting with the end in mind”. And that’s fine, but it has never been linked to me. I would be lying if I said I had an idea of ​​what Nutshell would look like ten years after we took the stage.

James Clear writes about this in Atomic habits, comparing goals and process. If you only focus on the finish line – the launch, the sale, or the right quarter – you’ll have a hard time getting there.

But if you can find joy in the process: walking to the whiteboard, opening the laptop, starting a new document, starting an SSH session, or picking up the phone… that’s the dream. And you are more likely to achieve your goal.

Put your name on it

And I’ll tell you the best part of those ten years.

Working with the Nutshell team is simply amazing. From a founding team loaded with confidence and experience working together, to today’s growing team who bring new perspective, energy and empathy.

It’s a bunch of people who are proud of what they do, and enjoying the trip. You can see it in our work – and our faces.

The interior of the Macintosh is signed by the people who created it. We took this idea and made it one of our values: “Put your name on it.”

Some time ago we added a companion to our SEO robots.txt file, humans.txt. It’s one of the many ways we sign off on our work (and keep some cheesy roots).

I have no idea what Nutshell will look like in ten years. But I have a pretty good idea of ​​what that will look like next year.

In January we will remove the envelopes our biggest project to date. We don’t have a scene to jump in from, screen erasures are over, and now is not the perfect time to throw a party. But the finish line was never the point.

We enjoy the journey, with every problem we solve for our customers.

Good explanation!

Damsinier: Link Building 101: A Guide for Beginners

If backlinks are “the currency of the Internet,” link building is like scooping money from a tree.

If you want to grow your organic traffic and SEO, your strategy should include some form of link building. Even marketers on a limited budget can still achieve tremendous results, because linking correctly will tell search engines that your site ranks just as well as the sites that link to it.

Link building is a pillar of SEO. Without quality links, you don’t rank on search engines, so organic traffic remains low as well.

With that in mind, we’ve created this beginner’s guide to bonding for you! Read on to find out what link building is, why it’s important, what a quality link looks like, and five link building techniques you can use to build a solid backlink portfolio.

What is link building?

Before we can define link building, we need to take a moment to understand what links are.

An inbound link, often referred to as a backlink or external link, is an HTML hyperlink that transports web users from one website to another. in the wise words Moz, inbound links are the “currency of the Internet” because they help define your site’s reputation.

Link building is the process of generating hyperlinks that point to your own website. There are many ways to do this, which we’ll talk about in a later section of this article. But first…

The benefits of link building

What is the problem? It’s just a link, right? The internet has billions (trillions?) …

The truth is, links are extremely important to your site’s SEO because they signal search engines that your site is reputable and in turn search engines drive targeted traffic to your content for free.

Search engine

Search engines rely on links to determine the quality of a web page. For example, if only spam sites link to your site (toxic backlinks), the search engines will think your site is spam as well and your search engine rankings will be excruciating.

Links also help search engines rank content in search results. Have you ever wondered why Google shows some web pages and not others when you type a query into its search bar? This is because Google decided on these specific web pages provide reliable answers.

See also: How to write SEO content.

“Okay,” you think, “But how does Google determine reliability?”

Search engines like Google evaluate many factors to determine a page’s reliability, but links are certainly one of them. Google believes that if a bunch of reputable sites are linking to specific content, there must be a good reason.

Targeted traffic

Links can also help you drive targeted traffic to your website.

Suppose you are reading some content on the Nutshell blog. You are blown away by the quality of our writing and think to yourself: “Dude, if only Nutshell wrote on [Topic]. I certainly would have read that! ”

Suddenly you notice a bit of orange text indicating a link to the exact content you are interested in. You click on it immediately. So after all, your favorite (short) post-related content creators have to be helpful, right?

Now that you are on a website that you have never visited before, you are reading a blog post on a topic that interests you very much. As long as the article is well written, you have a good chance of finding out about the company that wrote it, browse their website, download a free eBook …

This is what we mean by targeted traffic. By acquiring backlinks you can drive traffic to your website who is already interested in what you have to say and offer.


A foolproof roadmap for outbound sales.

Prospects are much more likely to buy when they’ve heard from you before. This step-by-step outbound campaign template shows you how to access your contacts’ speed cameras before you start dialing.


What does a quality link look like?

Here’s the problem: not all links are created equal. In fact, links from unreported websites can hurt your SEO efforts. So the question is, what does a quality link look like?

Quality, in our opinion, comes down to three things: trust, reach and relevance.

  • Trust: Trust refers to the website linked to yours. Is this a website that search engines respect? Otherwise, the link is unlikely to benefit your site. It can even have a negative impact.
  • Range: The range refers to number and type sites linked to yours. Search engines don’t want to see 1,000 web directories pointing to your site and nothing else. You’ll want to create a link profile that has a wide variety of link domains.
  • Relevance: Relevance refers to the anchor text that connects a web page to yours. If search engines can’t accurately determine what your page is about based on the anchor text of a back link, they won’t appreciate the link as much.

When building a strong portfolio of backlinks for your site, you should acquire links from a wide range of trusted website types, whose anchor text reflects your linked content.

5 link building techniques

A solid backlink portfolio is like a first class ticket to the top of Google search results. But how do you really acquire quality links? Start With These Five Link Building Techniques!

1. Create great content

Mr. Bill Gates called it in 1996 when he wrote “Content is king“. To acquire links, start by creating amazing content that people actually go to. want to to link to.

Now incredible content comes in a variety of flavors …

For example, you can create visuals like diagrams, infographics, and memes, which often work well because they are very easy to establish for web users.

You can also write in-depth blog posts, ultimate guides, and original research articles for your website. These types of content are popular because they are very valuable to readers and don’t cost money to produce, as long as you can write the content in-house.

What about video content? Yes, videos can also be used for linking! According to Google, 60% of people prefers to watch videos online rather than TV, which makes video marketing a fantastic way to promote a website and gain backlinks.

There is no shortage of the types of content you can use to build a strong link portfolio. The trick is to create the kind of valuable content that your target audience actually wants.

Don’t skimp on this, because the success of your link building efforts largely depends on your ability to create amazing content that the whole world will be able to read, watch, listen to or otherwise consume.

2. Contact influencers

Quality content is essential, but you need more than good blogs and videos to build a stellar backlink portfolio. If you want to make your competition green with envy at the astonishing number of links on your website, you must promote your content.

The internet is a crowded place. More … than 4.4 million blog posts are published daily and Over 300 hours of footage are uploaded to YouTube each minute.

No matter how amazing your content is, without a little promotion no one will ever see it, let alone a link to it. There is already too much going on on the web. Luckily, there’s a perfectly easy way to market your content: contact influencers.

By connecting with people whose audiences are like yours and giving them a compelling reason to link to / share your latest creation, you will be able to bond quickly.

Here’s the simplified three-step process for influencer outreach:

  1. Find an influencer in your niche
  2. Find out the contact details of this influencer.
  3. Contact them with a compelling reason to link to your content.

Brian Dean, SEO Assistant at Backlinko, recommends the following script to find links. Just personalize it to your recipient and click send!

A draft link building awareness email, written by Brian Dean

Source: Backlinko

To acquire a significant number of links, you will need to contact a significant number of people, which can easily get out of hand. Fortunately, a CRM like Nutshell can simplify the process by providing you with top-notch organizational tools.

We suggest that you add any influencers you contact to your CRM so that you can easily follow them and their responses. Jack Virag, of Nutshell, organized his link serving in his CRM and increased organic traffic by 11%!

3. Chase away broken links

A broken link is exactly what it looks like: a link that no longer works.

In fact, the internet is full of broken links, which is great news for any budding link builder. Why? Because this will allow you to contact an influencer or site owner, notify them of the broken link, and suggest your replacement content.

Here’s how broken link building works:

  1. Sign up for a broken link checker like Ahrefs. The software costs $ 99 + per month, but if you’re serious about link building, it’s definitely worth the investment. Free options include Check my links and LinkMiner, although they are not as powerful.
  2. If you are using Ahrefs, create a list of authoritative sites in your niche and add them to the tool’s site explorer. If you are using any of the free link checkers above, you will need to visit individual web pages to check for broken links.
  3. Choose a site from your list to study and configure your results in Ahrefs to show only HTTP 404 errors. Next, view the number of broken links on the site. Or visit individual web pages and use a free link checker to identify broken links.
  4. Contact the site owner using the email template above and have them fix their broken link by linking to your amazing content.

This process is fairly straightforward once you get the hang of it, although it is time consuming and not always successful. In fact, you will probably only get one 5-10% success rate with this tactic. But if you contact enough sites, the backlinks will start to pile up!

4. Recover lost backlinks

Just because you mark a new backlink doesn’t mean you’ll have it forever. Unfortunately, important backlinks can go missing at any time for a variety of reasons. Hey, no one said SEO was easy… The good news is you can work to get those lost backlinks back!

  1. First of all, you need to find out which links you have lost. Again, this can be done with Ahrefs, although there are many other tools that can do the job as well.
  2. Now that you’ve identified your lost links, you need to know why you lost them. Has the referring site issued a new linking policy? Has the site content been recently updated and your site is no longer relevant? Maybe they’ve found better content to link to.
  3. It’s time to try and get your lost links back! How you do this will depend on why you lost the link in the first place.

Obviously, the three steps listed above are just a general overview of getting backlinks. We suggest you read this link recovery guide for more details.

5. Syndicate your content

The last link building technique we’ll mention is content syndication.

Content syndication is the process of posting a piece of content to multiple websites. If every site that publishes your blog, for example, links to your website, you can quickly add multiple links to your backlink portfolio at once.

To be clear, content syndication is not the same as guest blogging, which is when you create a new post for a website other than yours. (Note: guest blogging can help you build backlinks as well, as long as you are allowed to link to your website content in the blog.)

Now that we have no more definitions, let’s talk about how to syndicate your content.

The first step is to create amazing content. We told you that would be a recurring theme, right? If your content sucks, why would anyone want to repost it on their own site? Do the job, do something awesome, then try to repost it.

Then find websites that might want your content. A free way to do this is to simply type phrases like “Reposted with permission” + “Subject of your article” into Google and sift through the results.

When you find potential republishers, contact them with a respectful email that clearly explains the value they will receive by posting your work.

We also have to mention that it’s entirely possible to syndicate your own content by reposting it on sites like Medium, Reddit, and LinkedIn.

Bonus tip: disavow toxic backlinks

If you create quality content that people want to link and share with, naturally you will acquire toxic backlinks. A toxic backlink is a link that does more harm than good to your SEO efforts. Fortunately, Google allows you to disavow these links so that you don’t get penalized for them.

Tools like SEMrush allow you to export a .csv file of each toxic backlink connected to your site. You can then use Google Search Console to disavow them. Here’s how:

  1. Visit Google disavow the links page.
  2. Select your website and choose “Disavow links”.
  3. Click “Choose file” and upload your .csv file of links to disavow.
  4. Wait for Google to process the details. It may take a few weeks.

And that’s all there is to it! Although Google suggests trying to remove poor links yourself, this is a viable alternative that will save your link building efforts.

In conclusion

Quality backlinks will empower your business and get you to the top of Google search results, driving quality traffic to your website on autopilot. To build a strong link portfolio, simply implement the five techniques listed in this article:

  1. Create great content
  2. Reach out to influencers
  3. Chase away broken ties
  4. Recover lost backlinks
  5. Syndicate your content


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