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Email Signature

Create An Email Signature That Converts

Create An Email Signature That Converts

Email is still a major player in digital marketing. It can be used to help with brand visibility and to build awareness. Based on a study by The Radicati Group of 2017, there are 225 billion emails sent every day, with 120 billion being for business alone. The open rate for these 120 billion was 25% with an average click through rate of 4.19%. Surprisingly only 17% of the emails sent were spam emails.

The study demonstrates that email is still growing strong in the business world. It is outperforming social media for building strategic relationships and brand awareness. In this article, we look at optimising your email signature to drive conversions. A good email signature is simple, informative, professional and puts the information at the forefront. By learning how to create a well thought out email signature, you may be able to utilise your email marketing more completely.

Why Add An Email Signature

The answer to why it can be beneficial to add an email signature may be obvious, but not everyone is utilising this feature. Most email signatures are simple:

Kind regards,

Joe Bloggs

While this can be a polite way to finish a message, it is under-utilising the property available. An email signature can be used to build traffic and increase awareness. It can provide your email recipients with easier access to your contact details. It can even get prospects to take specific actions and find out more about what your business has to offer.

As with any form of marketing, offering consistent, valuable, relevant and actionable content is most effective. This sort of content is ‘shareworthy’, making it easier for your information to go viral. You can’t share an email, but you can share content in the email that might be interesting enough for the person to read, and then they share it with their colleagues. An article or report may have gone unnoticed previously, but by adding it to your signature, you build awareness and improve your chances of a social share.

How You Can Use Your Email Signature

There are a number of ways that you can make the most of your email signature. You could use this landscape to promote an upcoming event or conference. It can be used to promote an ebook that you recently wrote or will be releasing soon. Use your signature to offer your email recipient an industry report or whitepaper you wrote. You could share a case study or testimonial as your signature. You could drive registration to a webinar or promote new products and services. The options are numerous and the potential is there for you to convert more prospects.

Your email signature could be a call to action for an upcoming sale that you are having. It could include a personalised video to add a human element to the email. By seeing your face, your prospects will find it easier to trust you. Allow your prospects to request a demo of your product or a trial of your services. Add a link to your calendar so they can make a booking with you. If you aren’t making use of one of these, you are wasting this space and leaving money on the table.

Email Signature Example
Retrieved from Tutsplus

The Do’s and Don’ts For Email Signatures

A good email signature layout is essential, however it is important that you use no more than 7 lines. This should include the advertising discussed in the previous section, key contact details and your social media accounts. Your key contact details should be the same colour as the text in the body, while links should be a different colour. Use the same font type through, however font hierarchy can add more impact if used correctly. Stay safe with font and only use web fonts as other font types may not show up in your email, making it look unprofessional and tacky.

Include your website in your signature to make it as easy as possible to find out more information about you and your business. This could be a text link or an image link. Image links have been found to be more effective, but be aware that images may not always be the best option. More on this later.

If you’re in business you should be running a social media campaign. There are many platforms to choose from and whatever platform you choose, include them in your email signature. Only include the platforms you are active on however, don’t put every platform you are subscribed to on there.

Don’t go overboard! Remember, a maximum of 7 lines only. People don’t need your CV in each email they receive from you. Also, using personal quotes and mottos can actually harm your conversion rate. If you do include them, do so with caution and a good reason. Disclaimers are a serious buzz kill. If you really need a disclaimer, add a couple of relevant words or a sentence with a link to more information. While on the topic of links; Avoid irrelevant links. This can include old, outdated blog post links or something that is simply not relevant to the person receiving the email.

Using images in your email signature is fine, especially when it comes to your company logo, but having the entire signature as an image can reduce conversions. This is because many email clients have images blocked as a default setting. This could be hazardous if you are using any images at all, but if your entire signature is an image, it is simply not going to be seen.

Ensure your signature is well aligned. Having text and images out of alignment can make your signature appear cluttered and unorganised. Of course, having a well aligned email signature can bring harmony and professionalism into your signature. Sometimes you may want to include a photo of yourself. Be sure to make the photo professional. That means no selfies and no obvious crops.

Everything is about mobile these days and your email signature is no different. If your signature is not mobile responsive, you need to change it! Make sure your links are ‘tappable’ as well and that your images scale proportionately.

When looking at design, you could add a solid colour to the background, but don’t use too many colours in the signature. Contrasting can add to the signature, but make sure the text is readable and everything flows well. It can be helpful to use a divider to separate your body text from the email signature to make the design more appealing. It can be beneficial to add a call to action to your signature, but don’t go overboard. Adding too many calls to action will leave your prospect with too many options and so they will take the easiest option, do nothing.

If you do add a call to action to your email signature, it is essential that you track the clicks. You are able to make the best decisions about how effective a campaign is if you are able to access the most data. Thus, making your links trackable should be a priority.

In order to make your links trackable, set up a Urchin Tracking Module (UTM) code in Google Analytics. To do this you will need to have Google Analytics set up on your website, a campaign created for your email, the URL that the link leads to, the campaign source (email referrer), and the campaign medium (email signature). Further information about this will be covered in a future article, but for now check out this video for further instructions.

 

Once this is all set up, you can click on ‘Campaigns’ in Google Analytics to view your progress. That is:

Audience → Traffic Sources → Sources → Campaign

Conclusion

Email marketing is still an effective marketing strategy and should be utilised by your business. Because email signatures are not being used as effectively by businesses, you could really stand out by adding a good signature to your email. There are a number of ways that you can provide valuable information to your email recipients through your email signature, including relevant advertisements, key contact details and links to your website and social media accounts. By providing great content in your signature with relevant calls to action, you can get your email recipients converting in no time.

As with any campaign however, it is always best to measure how successful the campaign is. Don’t just add a signature with links and hope for the best. Make those links trackable, learn what works and what doesn’t work, then make changes so that your email signature is the best that it can possibly be.

Key to Website Design

The Key to Website Design

The Key to Website Design

 

While you are crafting and designing your website pages, you are viewing the “big picture.” But, while you gaze out over the whole forest, don’t forget to take a look at the individual trees as well. Details are what separates a good website from one that people visit frequently and recommend to others.

The devil is in the details as they say. It is the detail at the smallest and most basic level that will make or break your website. When readers notice these anomalies, they may give you a chance to fix them. If you don’t, they will simply move on to a website that does take the extra time and effort to give their viewers a professional and aesthetically pleasing experience.

With that said, is your website up to scratch? It may require you to take a step back from your design so you are able to see what you couldn’t before. Ask a trusted friend to take a look at your work as a visitor would and find any detail flaws. It’ll all be worth it in the end.

Things That Are Worth Paying Attention To

Now it’s time to find out just where you might be going wrong with your website. What could potentially be driving people away from you? Here are a few tips.

1. Don’t try to put everything on the same page – It’s like hoarding for web designers. You may have a lot of lovely images and such, but they don’t convey the desired effect if they are all in one place. People can’t view them with an eye to focus on each one if they are not strategically presented. Spread it out.

2. Check for spelling errors – After viewing your web pages for several hours, your brain may just gloss over those missing letters because it knows that they were supposed to be there. Come back in a few hours with fresh eyes and catch those errors before you go live. Spelling mistakes are annoying and can slow down reading efforts. Besides, it’s just downright unprofessional looking.

3. Content breaks – It is hard to read a long content piece that is devoid of subheadings, bold typing, lists and the like. If you want readers to keep reading, build in some points of respite for their weary brains.

4. The grayed-out effect – Just like a dog can’t see colors, your web pages will become washed out when there is no contrast present to break things up and draw the eye to certain areas of the page. Websites are to be viewed for color and consistency as much as for the content. Just like French food, it should be a feast for the eyes as well.

Attention to detail matters to your audience. They want to know that you care. The key to website design projects, regardless of whether you are a professional agency, a freelance, or just doing it yourself, you need to pay attention to the details.

 

Responsive Website Design

Responsive Website Design: Why You Need To Be Mobile Ready

Responsive Website Design

Why You Need To Be Mobile Ready

Before smart phones, the only way a website was able to be accessed was from a desktop computer or a laptop. Now that everyone has a phone capable of accessing the internet, people are accessing websites more through mobile than through desktop or laptop. In a study published in the Guardian named, ‘Mobile Web Browsing Overtakes Desktop For The First Time‘, it was found that at the end of 2016 mobile use had reach 51.3% of the preferred method for browsing. This demonstrates why it is so essential to have a responsive website design.

What is Responsive Website Design?

Have you ever accessed a website using your smart phone and had to learn acrobatics just to see the page? You may have tried turning it sideways to see the text or kept resizing it with your fingers to view the details. You probably had to scroll from left to right just to read one sentence. It certainly wasn’t a fun experience, was it?

Responsive website design integrates code into the web page so that it automatically adjusts to the screen size you are using to view it in. Whether you are using a tablet, a large screen smartphone or a small screen smartphone, a laptop or a desktop computer, it does not matter. The website adjusts to the size of the screen, thus making it ‘responsive’.

User experience is important, but in case you aren’t convinced of the importance of having a responsive website design, here are five reasons you need a responsive design.

1. Higher Conversion Rates

People are constantly on the move these days. Mobile phones provide access to a plethora of information that can be accessed anywhere that there is an internet connection. If they come across a product or service they find interesting, it is not uncommon for people to look for a better price for the service or at least look at the businesses reviews. If your site is not mobile responsive, that person is less likely to stick around. Meanwhile, a mobile-ready website allows them to click a few buttons and get in touch with you in little to no time at all.

2. Improved User Experience

People are used to things being easy to use these days. You can easily look something up on Google, be entertained by YouTube or Netflix, order online and even have a Uber driver drop your ordered food off to you at your home. Because this has become the norm, if you website is difficult to use, people simply won’t bother. By providing a great user experience for your visitors, they will feel more valued and keep coming back to use your services again and again.

3. Less Work For You

Most people who search for something while they are out are already in buy mode. If you present them with an easy to use, mobile responsive website design, you hardly need to sell them on the service at all. Place a call to action in front of them and they will sort out the rest.

4. Better Search Engine Ranking

Google announced in 2015 that mobile readiness will be a ranking factor. If you want to show up in search when people are looking for your services, it will be a lot easier if you have a mobile ready design. Google has not yet started penalising websites for not being mobile ready, but who knows what is around the corner.

5. Flexibility

Good web designers will make a website responsive for you. Great designers will add different content for different devices that add value for those users. This does not mean creating a mobile version of your website, it means creating one website that displays content for certain screens that are hidden on other screens. The design will remain the same regardless of the device, but the content will be more targeted.

Are you ready to upgrade your website so that it is mobile ready? Show your customers you care about their experience by having JaenkeTech provide you with a mobile-friendly website design.

Test Your Website

Test Your Website

Website Testing

A few days ago we published an article, How To Build Your Own Website. This article is a follow up to that, ensuring that before you launch your new website it is tested correctly. There are a number of ways that a website can be tested to ensure that you are doing what you can to reach your target audience, enhance sales and provide your readers with what they need to stay loyal to you. So, let’s get to work.

Before Your Go Live

Some aspects of your website always need to be examined and re-examined. It is the curse of the good, enemy of the better. But, readers like to know that you pay attention to detail and here is where it all comes together. You have sent out press releases, announced that you will be unveiling a website for your business or other organisation. People are waiting with expectancy, so you don’t disappoint them if you can help it. Here are some areas to pay special attention to before the big launch day.

1. Check For Typos & Other Errors

If you don’t check and recheck, you are guaranteed to miss something. Ask a friend or colleague to read over your pages as a fresh set of eyes. This includes site maps, buttons, headers and the like.

2. Check Your Forms

Do they appears as they should? Do all the boxes work? Is it easy to navigate? Does it direct the customer to the right landing page when they hit ‘submit’?

3. Check Page Loading Times

The kiss of death is that spinning wheel that signifies something is possibly going on in the background although you don’t know what. Ensure that loading speeds for pages are inside acceptable parameters. If they are loading slowly, there is a problem that needs attention.

4. Browser Testing

Maybe you like Edge as a browser, but there are other options out there. Does your website load correctly in Firefox, Google, Safari and the rest? Note: This includes making sure that your website is mobile friendly.

5. Images

Do photos take a long time to load? Are they clear and of high quality? Are they overlapping content?

6. All Links Are Valid

Do the textual links lead to the pages they are supposed to land on? Test each and every one for viability.

7. Fonts

How many times have you seen a page that has some weird squiggles on it or characters instead of a word? Make sure all fonts and characters show up as they should on each page.

8. Check Your Site Map

Is there a site map and does it work to help viewers to navigate your website?

9. Social Media

Are all icons present and plugins installed for social media on your website? Do they go to the appropriate site when clicked?

10. Contrast On The Page

Is there a high degree of contrast for easy reading and absorption of information on the page? Is there enough white space within the content?

11. Security Certificates

For E-Commerce Websites, it is important to have a secure encryption for customer data. Are these present and working?

There is still a lot to do after the website pages are created. Don’t miss any necessary checks before launch day. Bookmark this page and refer to it as a guide when publishing your next website. Alternately have us create your website for you through JaenkeTech, Building Websites That Market Themselves.

 

Strategic Marketing For Accountants

Strategic Marketing For Accountants

Strategic Marketing For Accountants

You have a website because it is essential to your business right? You spent a lot of money to have it designed, but what is it really there for? Take 10 seconds to write down the purpose of your website in just 1 sentence.

Now that you have written down the purpose of your website, it should make this article more valuable and actionable for you. We recently surveyed 142 accounting firms throughout Queensland with the question, ‘What is the purpose of your website’. Do you know what the most common responses were?

  • Get our name out there / Raise awareness of our firm
  • To look professional
  • To show how we are different from other accountants
  • To provide information about who we are and explain our services
  • As a point of contact where people can find out email and phone number
  • To get more clients
  • Don’t know/Not sure

This is what a website does right? It is, but it is so much more. The responses listed above provide no useful information. Yes you may get more clients, but how did you get them? What is the point of being different from other accountants when you have a website, just like every other accountant. No, you need more than just a website, you need something the provides a clear means for measuring your website’s effectiveness.

A Key Performance Indicator For Your Website

There are a number of metrics that you could use through Google Analytics as a key performance indicator (KPI), but do you know what the best KPI to use is? Email. Thus, the real objective of your website should be to grow your email marketing database with targeted prospects. That’s it. Simple. Measurable. Valuable.

Acquiring these emails will be discussed shortly, but before we go into that, we will introduce you to a little marketing automation platform called Mailchimp. Mailchimp provides you with the opportunity to collect emails directly from your contact forms and collate them into a list. You can then email these prospects directly or set up email automation to send them specific, targeted emails at certain intervals.

Permission Based Inbound Marketing

A prospect who enters their details into a contact page becomes a hot prospect; This is obvious. They provided you with their details because they were interested in your services. What what if they are only testing the water and are still undecided. Through Mailchimp, you are able to send this clients a follow-up email about your services and if they have not yet made a decision, you can automate another follow-up email or set an alert to remind you to send them another follow-up email. And when a business follows up with you, doesn’t that make you feel as though they care about your business?

Another way to utilise a mailing list and get better performance from your website is to develop an annual budget ebook, or something similar. This is a give away item that you connect to a landing page. You advertise the book to your prospects both online and offline, telling them to go and download it from your website at https://your-domain.com.au/landing-page. Before they can download this ebook however, they must provide you with their email address.

This does two things; It tells you that they are interested in finance and promotes you as an expert in your industry. Of course you can use also use the time tested method of email list creation, writing a blog and having people sign up to your mailing list.

There are many marketing strategies that accountants can use and email marketing is only one of these. You may as well utilise it though, your website is not going to be as effective if you don’t. By providing your prospects with valuable information in your emails, you will have an easier time in moving them into client status. To find out more about how you can get your visitors to make a purchase decision on your website, check out our article, ‘How To Get Visitors To Buy‘.

Contact Us

48 Whitman St, Westbrook, 4350

0413 868 177

steven@jaenketech.com

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