The RACE Model: Improving your Digital Marketing Strategy

RACE Model For Digital Marketing

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The RACE model is a framework for the strategic planning of digital marketing activities or omnichannel communication plans. The model consists of four stages, each aimed at customers in a different stage of the customer lifecycle, with the aim of building relationships and increasing customer loyalty.

It was developed by Dave Cheffey, from Smart Insights, to help marketers integrate digital marketing with more traditional marketing activities.

What does RACE stand for?

RACE is an acronym formed of the four stages ofa marketing framework. These stages are Reach, Act, Convert, Engage. Each stage is it’s own ongoing process, but all aim to move leads down the pipeline to eventually become advocates of your business or brand.

However, there is a stage prior to any of the others: Plan.


It’s essential that you begin your digital marketing strategy by planning and setting goals. Your strategy is liable to change the longer it is in place, and that’s a good thing, but when you’re starting out you do want to make sure your goals are SMART. If you’ve not heard that term before, SMART is a way of setting goals for campaigns and projects that are trackable and set a foundation for success. Each letter is SMART stands for something that can help you set these kinds of goals:
  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound


In the Reach stage, your aim will be to generate exposure for your brand, product or services using both online and offline media. You can measure the success of your efforts by tracking the traffic generated by your campaigns to your website or social media pages.

This stage of the RACE model is hugely important when launching a new website or product, as early exposure will lead to a higher return on investment.

You might be stuck for ideas on how to increase your reach. Well, you can do this by utilizing your earned, paid and owned media.

What are earned, paid and owned media?

  • Reviews
  • Mentions
  • Social shares
  • Influencers/ plugs (free)
  • Guest posts
  • Media coverage
  • Pay per click (PPC)
  • Display ads
  • Paid social
  • Native ads
  • Remarketing
  • Retargeting
  • Influencers/ plugs (paid)
  • Website
  • Blog
  • Social media pages
  • Emails
  • Profiles (e.g. on review sites)

Take a look at this article from Mention for tips on how to increase your organic reach on social media.

Reach KPIs

  • Unique visitors (to your website)
  • Value per visit
  • Followers (on social media)


The A in RACE stands for Act, which is short for Interact. In this stage, you’ll want to start generating leads for your business. It’s all about offering something of value to prospects to encourage the start of a relationship.

The more leads you capture and the quality of the relationships you start with will determine how high your conversion rate is in the future. So, this step is a crucial one.

But don’t let quantity be a detriment to quality. If you only have the resources to create 5 strong lead magnets that collect qualified leads, focus on those and get going. Need some suggestions? Here are 13 lead magnets and how they can grow your email list.

However, there’s more to lead generation than collecting email addresses, there are also specific interactions you can track that signal potential leads. These are interactions like ‘viewed product’ and ‘added to basket’, which can easily be tracked as Goals with a tool like Google Analytics.

You also want to encourage prospects to share your content with other people. Try thinking of content that you’d share with friends or colleagues and recreate that for your audience.

A great example of a lead magnet with high sharability is a quiz. People naturally want to share their personalized results with their friends, which encourages those others to take your quiz to see what they’d get. If you like this idea, take a look at how to create an effective lead capture quiz.

Act KPIs

  • Leads
  • Lead conversion rate
  • Time on page/ site
  • Shares, comments and likes


The Convert stage requires you to take your leads and turn them into paying customers. These could be from online transactions or offline channel purchases.

You’re likely to be chopping and changing your strategy and content in this stage, after all you can’t get it all right the first time around. So, don’t be disheartened if you don’t see the conversion rate you were hoping for immeditetly. Step back and and assess what’s working and what isn’t, then change what you can. It’s as easy as that.

An effective method for finding what works for you is to A/B test (split test) content. Make minor changes to each variation of your content/ campaign and collect as much data as possible to identify which performs best with your target audience.

For example, you could split test the same product page with varying CTAs. Take a look at our article on writing a call-to-action that converts for some tips on this.

Another way to approach this would be to simply ask your audience about themselves. Create a survey, send it to your target audience and start to build customer profiles based on what you learn. Adopting data-driven marketing strategies will go a long way in personalizing content and increasing conversion.

Convert KPIs

  • Online and offline sales
  • Revenue/ profit
  • Average order value


Everything in the Engage stage is aimed at developing a long term relationship with your customers. Essential, you want to turn first-time buyers into loyal customers (or subscribers) who’re advocates of your brand, products or services.

Most brands engage their customers across social media platforms and through email campaigns as a minimum. You need to think of content and incentives that build customer loyalty, which will boost customer lifetimes and increase the success of your top-level goals.

However, it’s more than engagement that can influence loyalty. You need to consider your customers’ entire experience to create long-lasting relationships with them. Take a look at our article on measuring and improving customer experience to learn more.

To track your success in this stage, you’ll want to take a look at your repeat purchases, customer retention and positive mentions of your brand on external sites (e.g. review sites).

You should also consider conducting customer satisfaction surveys at least twice a year. These will give you essential feedback on what your customers like and where they feel there is room for improvement. If you’re struggling to collect enough feedback to inform action, take a look at how to get more survey respondents.

Engage KPIs

  • Repeat purchases
  • Satisfaction and loyalty
  • Advocacy

Why choose the RACE model

The RACE model allows you to plan your digital marketing strategy out as bitesize tasks and encourages you to set easy to track goals.

This streamlining makes identifying the strengths and weaknesses or your strategy effortless, enabling you to make changes and improve your overall strategy quickly.

It’s important to keep a record of the different changes you make to benchmark your progress and rollback your strategy if you change the wrong element.

The key thing to remember is that this isn’t a one-stop-shop, it’s going to take time and monitoring to see any real success from this model (as it would with any other). But the RACE framework is a simple and effective method of improving your ROI.

Creating an Effective Lead Capture Quiz

Create A Lead Capture Quiz

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Quizzes are a simple and effective marketing tool for both generating leads and engaging your existing customers. They’re so effective because they’re easy and fun to fill out, offer a reward (in the form of results), and cost you very little in the way of resources or time.

Asides from being a cheap method of engaging prospective customers, they also offer a way of gaining insight on prospects to allow for lead segmentation in future campaigns.

Why quizzes generate leads

Quizzes are so successful as lead generation tools because they offer personalized results and naturally encourage sharing. But, let’s dig into why these factors mean that quizzes generate leads and how that’d good for you.

Personalized results:

Quizzes capitalize on a lead’s desire to discover or confirm something about themselves, which is to say they appeal to a curiosity in your audience.


The quiz format naturally encourages leads to share their results, which increases exposure for your quiz and generates more leads.

The best thing about using quizzes for lead generation is that you can create them for any audience. Your topic can be chosen based on industry, sector, role, interests or something more generic (like a personality quiz).

As long as your topic/ title entices leads by targetting that curiosity, you’re bound to see some good results. For example:

  • What type of marketer are you?
  • What is your personality type?
  • Should you hire a GDPR consultant?
  • Any employee should know these 5 things about their job
  • Could you pass the 6th grade?
  • What body shape are you?

How to create a lead capture quiz

Shout’s Quiz Builder is the perfect tool for building lead generation quizzes. Using the drag and drop builder to add questions, a pre-built form for capturing leads and robust features for showing scores and writing personalized results, creating quizzes couldn’t be easier.

Just follow these steps and you’ll be good to go in no time:

  1. Tailor your quiz to your audience
  2. Add a lead form
  3. Create personalized results
  4. Follow up with a welcome email

1. Tailor your quiz to your audience

Evaluate what you know about your target audience and create a quiz that’s tailored to their interests. On top of this, frame your quiz in a way that focuses on leads’ problems or concerns. Then you can address these in the results or in a follow-up email once you’ve collected their contact information.

Think about it as writing quiz questions to lead back to the service or product you provide and the hinting at the solution (your product or service) in quiz results.

2. Add a lead capture form

For the highest conversion rate, place your lead capture form between the last question page and the results page. This will encourage leads to enter their information in return for their results.

People are reluctant to hand over personal information, so if you place the lead capture form at the start, quiz takers may leave before answering questions.

Placing the lead form at the end means that leads will have something to lose if they leave and something to gain if they fill out your form.

3. Create a rewarding set of results

When creating a lead generation quiz, it can be easy to put all your energy into writing questions but fail to provide a robust set of results for quiz takers.

This can block leads from moving down the sales funnel and converting because the reward for their time and their personal details is lacklustre.

It can also be a detriment to the ‘sharability’ of your quiz, which is something you’ll be relying on to increase your brand exposure. If people don’t feel that your content is rewarding or valuable, they certainly won’t share it with their friends and colleagues.

Word-of-mouth marketing is how content goes viral online, so it’s really important that your quiz takers want to share their results (and in turn sharing your quiz and branding) within their circle.

A successful quiz provides a detailed set of results that answer the questions leads had about themselves when they started. It should be something interesting that they would think to share with their friends and that encourages others to take your quiz for themselves to see how they differ.

4. Follow up with a welcome email

Once a lead has reached this point, you’ve already engaged them and collected their contact information. But you don’t want this to feel like their last interaction with you, so you’ll want to think about how you can continue this relationship.

A welcome email is a great way to ‘warm’ leads. This is important because you don’t want them to forget about you the moment they get their quiz results, you want to foster a long-term relationship.

Use the welcome email to share a little more about yourself (or your brand) and how you can help solve your leads’ problems. Do anything you can to build trust and provide value so that they keep coming back to you in the future.

Take a look at our article on how to write welcome emails that keeps subscribers reading for more tips on improving welcome email engagement.

7 Tips for making an effective lead capture quiz

Shout has over two decades of experience when it comes to quizzes and we’re prepared to share what we’ve learned with you. Here are 7 tips for optimizing your lead generation quiz:

  1. Pick a topic based on your audience
  2. Write an eye-catching title
  3. Keep the quiz short
  4. Add rich media to boost visual engagement
  5. Keep your lead form short (link to lead form article)
  6. Test, test, test
  7. Share your quiz in the right places

1. Pick a topic based on your audience

For your lead capture quiz to perform well initially, it has to be tailored to your target audience. If your quiz has no bearing on their life or interests, it will fail before it begins.

You might not be intimate with your audience (yet!), but you will know at least one thing about them; a shared problem or something they enjoy. Pick a topic based on this and write your questions to prime quiz takers for what you eventually want to market to them.

2. Write an eye-catching title

It’s all well and good having to perfect topic and a solid set of questions, but if your title fails to catch the eye your quiz will be lost in the scroll.

Make a strong first impression with a snappy, captivating title that challenges people to click and start answers. Ensure you’re using personal language like “you” and “your”, it may seem simple but it’s an effective way to engage people quickly.

3. Three minutes, max

You want your quiz to be short and sweet to maximize your completion rate. If your quiz is too long, you’ll likely see a lot of drop-outs. If it’s too short, people may feel you’ve only created the quiz to collect their contact information.

The perfect balance is 5-7 questions with around 5 clear answers to choose from for each. Because people expect results to be personalized, they’re going to spend a decent amount of time reading questions and answers to ensure they pick what’s most relevant to them.

4. Add rich media to boost engagement

You want to make your lead capture quiz as engaging as possible, which means you don’t want it to get stale. Including rich media (such as images, videos and GIFs) is the best way to keep things feeling fresh.

All visual content should be the best quality it can be, nothing puts people off more than images and videos with low resolution or sizing issues.

5. Keep your lead form short

The lead form itself should be short and simple to fill out. People are already going to be cautious of handing over their personal information, so tread as lightly as you can at first. The fewer number of fields you include, the higher number of leads you’ll collect.

You can always collect more of their info later on as part of an email campaign. Take a look at our article lead form optimization for 9 tips for increasing conversions for a little more help.

6. Test, test, test

Once you’ve finished writing questions and results, it’s absolutely essential that you test your quiz thoroughly. Make sure all points are assigned correctly and each result corresponds to the answers needed to be chosen to achieve it.

If people feel that the result they received is in no way relevant to the answers they chose, they will not share the quiz with others. In fact, they might feel ripped off.

7. Share your lead capture quiz

Now you need to get eyes on your quiz. You’ll want to share it across all your social media accounts, from Twitter to Pinterest, and encourage your quiz takers to share it themselves.

According to Buzzsumo, quizzes are shared around 1900 times on average. The more you encourage that sharing, the more leads you’ll generate and the more insight you gain from your audience.


Hopefully, we’ve convinced you that quizzes are a simple and effective tool for lead generation. But they don’t just have to be used for capturing leads, they’re also super useful for engaging your existing audience in an interactive way or even for running competitions or contests.

Once you’ve started a lead generation campaign, you’ll need to start thinking about how to assign value to them. This process is known as lead scoring.

If you want any more ideas for generating leads, take a look at these 13 lead magnets and how they can grow your email list.

How to Launch a New Website: A Step-by-Step Guide

Launching A New Website

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Launching a website is an essential digital marketing strategy. Not only is it an opportunity to increase your exposure to those searching online, but they’re also a crucial touchpoint in the customer lifecycle for building trust and illustrating your unique value proposition (USP).

Your website is the foundation of your online presence, which all adverts, social media accounts and online interactions point back to.

Before creating a site, you’ll need to choose a content management system (CMS) that can facilitate your design, content management and optimization needs. You could instead hire a web developer to create your site for you, but with this, there is a risk of losing control over the final product.

Learning to use a CMS allows you to change content easily and reduces the cost of launching a new website. You’ll also have acess to options you might not have thought of yourself.

For example, if you’re an eCommerce business you might want to consider creating a site of Shopify. There are tools that allow you to customize your site, market your products, and track your performance all in the same space.

An effective website will convince visitors that you can solve a problem or meet a need for them, especially if you’re a business. Of course, they’ll also want to learn about your brand, product or service. But, you’ll need to present the specific benefits of what you’re offering to provide a good customer experience (CX).

1. Choose a domain name

When choosing a domain name, make sure it’s relevant to your brand or product. Most businesses will just use their company name for their site domain, and we recommend you do the same.

When people search for you online, you want to appear at the top of the first page. Using your company or brand name as the domain will be a primary indicator for search engines that you’re relevant to a user’s search term.

Try to avoid anything too gimmicky and always check that your company or product name doesn’t have some other intentional meaning when written as a single string.

You can take a look at this list of the worst domain names to get an idea of what we mean.

It’s hard to recover from a bad domain name. Whilst you can rebrand and change it down the line, it will have some impact on your search engine rankings. Which loses you some of that vital exposure.

So, really take the time to think about what will work in the long run.

2. Create pages and content

You may want to throw up a pre-launch page that notifies visitors when you’ll be launching. The other benefit of a pre-launch page is that you can start generating a buzz for your site.

Consider including a countdown to your predicted launch date and either a sign-up form or a “Notify Me” call-to-action to start building a prospective userbase early.

That way you can start building relationships with your target audience immediately. If this is your first time building a community for the launch of a new website, take a look at how to write a welcome email that keeps subscribers reading.

Now it’s time to get writing your site content. You’ll want to focus on creating quality content that’s valuable in some way to your target audience. Value can come in many forms, but for the most part, you’ll be aiming to solve a problem for people. Whether that’s through your product content or a “how to…” blog post.

Home page

Arguably, your homepage is the most important page, as it’s likely the first thing that people will see when they visit your site.

Firstly, you should focus on content that is above the fold (if you’ve not heard this term, it’s any content that appears on a page before a visitor scrolls).

Here’s a summary of what should place here:

Your logo should be at the top of the page for immediate brand recognition for your visitors. The nav menu will then allow visitors to move around your site and find other content that’s useful to them.

The headline should be a concise and persuasive paragraph that sums up your value proposition. Confirm to people why they’ve come to your site and convince them of why they should stay.

Your CTA will encourage visitors to take the next step in the sales funnel. You may want leads to fill out a registration form or send them over to your product page, whatever enables them to learn more about what you offer.

Reviews and testimonials are essential to showing visitors you’re a trusted and user-tested site. This can be difficult to source when you’re creating a new site, but it’s definitely an element you should consider adding further down the line.

Ensure to add branded imagery or product pictures that visitors can reference when reading. All of this should be in line with your site design.

What you include below-the-fold will depend more on your industry and the service you provide/ But here are some general suggestions:

Landing pages

Landing pages are standalone pages with a singular purpose or “sell” for visitors. They’ll usually only include one CTA, and have content focussed on persuading visitors to take an action. For example, generate newsletter subscriptions or showcase a promotion.

Landing pages are targeted at leads in the middle of the funnel, where they just need that final push to convert.

The great thing about these pages is that you can use the entire space to encourage conversions, but they must still adhere to the same principles of above-the-fold content as your home page.

Before you launch, create as many landing pages that are essential for selling your product or service. Here are a few examples:

If you want to learn more about creating great landing page content, take a look at this article: create lead capture pages that convert visits into clicks.

Blog posts

Blog posts allow you to build authority in your industry by sharing insights, news, articles and stories with your visitors. They’re useful for raising brand awareness, increasing organic traffic to your site and generating conversions.

Typically, your blog posts should be keyword focused to get ranked highly on search engines. Meaning users will easily be able to find you based on their search queries. But, you’ll also be creating blog posts for your existing customers and newsletter subscribers.

When you’re getting started, you might not have time to build a whole catalogue of high-quality blog posts. But you should set aside some time to create around 5 strong articles that will get you ranked for keywords that are relevant to your brand or product.

This will not only increase the overall visibility of your domain in search rankings but also allow you to easily link between your articles and web pages to create a clear site architecture.


CTAs are the linchpins in converting website visitors. Each of your pages should have at least one CTA that directs visitors to somewhere else on your site. 

They’re intended to encourage people to move down the funnel, whether it’s to complete a form or make a purchase.

Here are some tips for writing CTAs:

For a more thorough overview of CTAs, take a look at our article on how to write a call-to-action that converts.

About page

An About page is essential for visitors who’ve stumbled across your site and want to learn more about you. It’s a great opportunity to build a strong brand image by sharing your story, messaging and mission.

You can use this space to convince prospects why they should trust in you and your company, so make it as personal as possible. Tell them about what got you started, who your team is and why you’re different from all the competition out there.

Contact page

Your contact page will likely be the first point of contact with you for prospects, so don’t hide it away in your nav menu. Make it easily accessible and encourage visitors to get in touch.

Some basic content for your contact page is as follows:

3. Search engine optimization (SEO)

It’s no good writing all that content if people can’t find your site, so you need to ensure all your pages are optimized for search engines. SEO friendly content enables you to rank higher in search engine listings, which increases the visibility of your site in the digital space.

Increased visibility will mean more traffic to your site, which will be more opportunities for you to grow your customer base.

SEO is a topic all of its own. But here are some of the basics for you to keep in mind when launching a new website.


These are words or phrases that search engine users use to find information on a topic. These search terms are usually specific to that user’s specific needs.

When you’re writing content, you need to integrate keywords (search terms) with your text. This will lead to search engines recommending your content based user queries.

Typically, each page has a primary keyword and a number of secondary keywords that enrich the relevance of your content.

Your primary keyword should be used a few times to show search engines you are relevant to that query. But don’t overdo it, keyword stuffing can make your content unreadable and may be punished by search engines.

You should also avoid using the same primary keyword on multiple pages, this is known as keyword cannibalization.

There are multiple tools you can use to aid you in keyword optimization. Niel Patel has created a free tool for finding keywords relevant to your target audience. If you’re using WordPress as your website designer, then you can use the Yoast SEO plugin (which has free and paid features).

If you’re looking for something more comprehensive and have some spare cash, take a look at SEM Rush. It has a host of tools for finding keywords, checking your content for optimization issues and tracking what performs best on your site. We’ve used it for a number of years and couldn’t be happier with the service.

Meta-data and tags

Meta-data is intended to provide extra information to help search engines rank your webpage. The most common meta tags are <title> (page title) and <description> (meta description) is placed in the <head> (header) section of your page.

This information is then included along with your site link in search engines. There are more meta tags you can use in your HTML, so take a look at the Moz guide to SEO meta tags.

You’ll also be using tags in the body of your webpage. One of the most important is the header tag, which allows you to set headings and subheadings in your content to create structure. They also enabled you to rank for featured snippets on search engines. These results are provided to answer a specific query for users, so are usually long-tail keyword focussed.

The Search Engine Journal has a great article on how to use header tags for SEO.

You should include your primary keyword in these tags in order to optimize your content and rank higher in search results.

Technical SEO

Technical SEO covers everything that you’ll need to do to optimize your website to be crawled and indexed by search engines. Essentially, you’re illustrating how accessible your site is to users and your technical SEO is the evidence for that.

Here’s a Technical SEO checklist you can work through when launching a new website:

You should perform audits of your technical SEO strategy fairly often, as it can affect the domain authority (a score that determines how likely you are to rank highly). Here’s a great link for how to optimize your technical SEO.

Link building

Link building is the process of acquiring backlinks to your pages and posts from other sites. This is something you’ll focus on once your site is launched, but it is absolutely essential to your SEO strategy.

Google takes the number of links to your page into consideration when ranking you, as they’re a signal that your content has value to those other sites and so you’re likely to have value for their users. They work best when the site linking to you operates in the same industry or creates content on topics relevant to your own.

You should absolutely avoid using directories and other dubious tactics in order to build your link portfolio. Google (and other search engines) look down on this behaviour and may penalize your site for it.

The quality of the site linking to you is also important, if their domain authority is low then the link won’t do much for your ranking. And if there’s domain authority is notably low (that is considered a spam site), their link can damage your own reputation.

There’s so much to consider with this strategy, so I’d recommend heading over to the experts at Moz for their guide to link building.

4. Branding, design and usability

You’ll likely want to think about your site design whilst you’re writing content to determine the balance of text and images on each page.

But this should one of the final checks you do before launching your website, as it needs to be consistent and eye-catching. It’s also very important to ensure your website is easy to navigate and use.

Global styles

You should have a consistent design across all your pages to make them all feel as though they belong to the same brand. Enabling global styles in the tool you use to design your website will ensure that page designs are consistent, e.g. colors, fonts and logos.

This isn’t to say you can’t differentiate each design slightly. If anything, that will stop your site from feeling stale. But don’t make grand departures from your homepage design on other pages, this will make your site feel like a jumble of different ideas. Which may reflect in visitors’ perceptions of your brand or company.

Responsive design

It is essential to test your site across multiple devices (desktop, mobile and tablet) and multiple browsers to ensure your design is stable and page elements are working correctly.

The last thing you want is to create a bad impression with a new visitor because your design is broken. This may lead to a high bounce rate, which can be a signal to search engines that there’s an issue with your site.

Usability testing

If your site has a lot of content or a lot of options in your navigation menu, you may want to perform a usability test. This is where you collect a group of ‘representative users’ and ask them to complete a number of tasks on your website to determine how easy or hard it was for them to do so.

You want all processes on your website to be as easy as possible for your audience, whether they want to get in touch with you or make a purchase. Poor usability leads to friction with your users, which creates a poor customer experience.

5. Connect to an analytics tool

Now your website is ready to launch, you’ll need to connect it to an analytics tool. If you’re just getting started up, we’re going to recommend you use Google Analytics. It’s free to get started and provides most of the information you’ll need to monitor site performance, so it’s great for new sites and start-ups.

All you need to do is install the code in your site code and you can start tracking traffic to your website. Here are a few suggestions for what metrics to keep an eye on:

If you do opt for Google Analytics, then you should also connect to Google Search Console. This free tool allows you to monitor different aspects of your technical SEO strategy, such as broken links, issues crawling your XML sitemap, page speeds and missing or incorrect structured data.

6. Promote your website

Now we’re post-launch, which means you’ll need to start promoting your new website. There are so many ways you can do this, both free and paid, so here are a few suggestions to get you started.

Submit URLs to Google Inspection Tool

Submitting your fresh URLs to this tool prompts Google to crawl your pages and may result in them being indexed faster. Just keep in mind you only need to submit them once, multiple submissions will not get you indexed quicker.

Create social media accounts

Creating accounts with social networks is one of the best ways to build an audience for your brand. Every link you share and all the interactions you have with people go that bit further in increasing your brand exposure and building relationships.

Run paid ads

There’s always the option of running paid ads on search engines and social media platforms. They’re easy to set up and can increase exposure for your site, but do require you to pay-per-click.

They can also take a little time to find the right keywords that work for you and there’s a lot of other competition out there.

Social Media Today has a great infographic on the pros and cons of paid advertising platforms.

Incentivize visitors

Once you’ve got people coming to your site, you’ll want to give them a reason to take the next step. There are lots of ways you can do this, such as offering a discount or promo code to encourage people to make a purchase.

But it’s not limited to encouraging sales, you can also create leads magnets to grow your email list. Once you have your users’ email addresses, you can build more of a rapport with them and offer discounts down the line. 

For more ideas on promoting your websites through free, paid and earned media, head over to our article on the RACE model.

Conclusion: How to launch a new website

So, that’s our website launch checklist. Hopefully, it will help you get your new site set up. Just remember to keep your eye on your analytics to see what is and isn’t working. Here’s a roundup of our guide on how to launch a new website:

  1. Choose a domain
  2. Create pages and content
  3. Ensure all content is optimized for search engines
  4. Make sure your site architecture is clear and logical
  5. Start a link building campaign as quickly as possible
  6. Branding should be in pride of place (and be consistent)
  7. Connect to a web analytics tool and monitor the performance of your content
  8. Promote your newly launched website

Continue to create content for your website and blog to keep the organic traffic rolling in and don’t let your social media accounts dry up. If you forget to create content your audience may lose interest in your brand.

Drip Email Marketing: How to Create a Drip Campaign

How to Create An Email Drip Marketing Campaign

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What is drip email marketing?

Drip email marketing is the process of sending a series of emails automatically according to a schedule. For example, you’d have a welcome email ready to be sent for when someone subscribes to your list and then another a few days down the line.

The main advantage that drip campaigns have over email newsletters is that contacts will experience your entire campaign as opposed to just your latest email. Which means you’re nurturing each and every relationship in the same way.

The other benefit is that you can send emails based on your contact’s actions, which goes that one step further in personalizing their experience with you. Essentially, these emails would be triggered based on events you’ve set up linked to contact’s actions. For example, sending an abandoned cart email to those who don’t follow through with a purchase.

Why are email drip campaigns so effective?

Drip campaigns are so effective because their content can be personalized based on your audiences’ behaviour. And the more relevant an email is to your audience, the higher your engagement rate will be.

They also allow you to nurture leads over a series of emails, building relationships, earning their trust and moving them through the sales funnel. Here are a few drip campaign statistics that will illustrate this:

Automated campaigns are an extremely rewarding marketing strategy, but they can be time-intensive in the beginning. This is especially true if you’re targeting multiple segments of your audience, as they’ll each need a drip campaign to match their needs.

How to create a drip campaign

The basics of a drip campaign are always the same, whether you’re trying to convert free users, cross-sell a product or onboard new customers.

So, here are 5 steps to helping you create an email drip campaign:

  1. Decide on a target audience
  2. Choose an objective
  3. Set up a trigger
  4. Create your emails
  5. Monitor your campaign metrics

1. Decide on a target audience

First off, you’ll need to decide what segment of your audience you’ll be targeting with your drip campaign.

This is important, as your message and objective will have to be as personal and relatable to your audience as possible for it to be successful.

Here are a few examples of target audiences:

2. Give your drip campaign an objective

You’ll then need to set an objective for your campaign. What are you setting out to achieve? What series of actions do you want contacts to perform?

If your campaign is focused on collecting feedback, you can easily make surveys and send them to email lists with Shout. We even have tools for you to build quizzes if you just wanted to engage subscribers or create lead magnets.

3. Set up your trigger

Your email drip campaign can be triggered by an event or a condition that your contacts meet. Events are usually link clicks, page visits or other user actions on a page that are easy to track. For example, if a lead fills out a form or download a lead magnet. We’ve covered lead form optimization and how lead magnets can grow your email list in other articles if you’re interested in these specific strategies.

Alternatively, you can use a single trigger to deliver a whole online course or series of blog posts across multiple emails.

In regards to conditions, these can be more specific to your product, service or audience. If you’re a SaaS company, you could set use drip email marketing to encourage users who’ve been using a Freemium plan for a specific amount of time (e.g. 1  month) to become a paying customer.

But another (more general) strategy would be to trigger an email series based on contacts’ open rates, e.g. send to all with an average open rate of 80%. In doing so, you’re targeting contacts who’re already engaged with your emails, which will lead to a more successful drip campaign.

This kind of automation ensures you never miss an opportunity with someone who’s engaging with your content.

4. Create your emails

After you’ve set up your trigger, think about how many emails your drip campaigns will consist of and how frequently you’ll need to send them.

Ensure that your design is consistent between all your emails and that content is written so readers can easily scan it.

You must focus on providing value in your emails, from the first to the last. There should always be some advice or advantage that your audience can take away to keep them coming back. Take a look at our complete email marketing guide for more tips on creating engaging emails.

Don’t send all your emails in one day, schedule them at least a day apart so that you aren’t spamming inboxes. Go one step further by setting up triggers within your workflow to send emails based on engagement and interaction. E.g. send a discount code to a contact who clicks a product link but doesn’t make a purchase. 

If your drip campaign is a welcome series, take a look at our article on how to write welcome emails that keep subscribers reading.

5. Monitor your campaign metrics

Even though your drip campaign is automated, you’ll still need a hands-on approach to monitor its success. There are a few KPIs you’ll need to track in order to do this:

However, there are a few other key metrics to keep an eye on to determine if your drip campaign is successful, such as click-to-open-rate and list growth rate. Head over to our email marketing metrics article for more information.

If you’re experiencing a large number of drop-outs or unsubscribes during your drip campaign, try to identify where in the workflow it’s occurring. E.g. If you’re seeing dropouts after ‘Email 3’, then you’ll just need to spruce up the content or add more value to that email.

You should also conduct A/B tests on email content and subject lines to determine what performs best and maximize conversions.

Because you’ll have triggers set up on landing pages (and in-app if you’re a SaaS company), you’ll also need to monitor traffic and link clicks there too. If a page has low traffic, you might want to consider moving the trigger elsewhere or reconsidering whether you’ve created a drip campaign for too small an audience.

It’s not always a problem if your target audience is too small, this will likely lead to more engagement and higher conversion rates. However, you have to weigh those rewards against the amount of time it takes to create and monitor the campaign.

If the page has a good level of traffic but has a low click-through rate, your call-to-action may be the issue. The CTA must be strong, stand out amongst all your other content, and illustrate clear value to leads. Learn how to write a call-to-action that converts.


Whatever kind of drip campaign you create will depend on your industry and your specific objectives. But their purpose should always be to nurture leads through the sales cycle and increase customer engagement with your brand.

Always aim to provide value for your audience, show them that you appreciate their time and loyalty by giving them something can’t find elsewhere. Treat them like VIPs.

But don’t forget to work your own personality into the drip emails, no one will commit to an overly corporate buzzword fest. Find a personable tone and align your messaging with your brand values and you’ll find an audience who comes back for each email.

And most importantly, never forget to track the success of your campaign. Find out what’s working and what needs improving, either by referencing email metrics or by asking contacts for feedback. Then optimize your campaigns based on your findings.

Lead Form Optimization: 9 Tips for Increasing Conversions

Lead Form Optimization to Increase Form Conversions

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What is a lead form?

Lead forms are designed to capture email addresses and other personal information from potential customers.

The type of form you create depends on what you intend to do with that contact information, but the most common forms are:

If you’re collecting lead information for email marketing purposes, you should consider offering something in return. Take a look at these lead magnets and how they can grow your email list.

Lead form optimization

Your lead generation page has been specifically designed to increase form conversions, and the form is the gateway for them to make that conversion. So it’s essential that your lead generation form is the best it can be.

Take a look at these tips for lead form optimization and you may see a sharp increase in lead generation.

1. Place forms above the fold

Your lead forms should be placed above the fold, which is all the content visitors will see before they scroll.

Your form is the next step for leads, so has to take pride of place on the page. It’s where engagement is highest on any page, so you’ll want to take advantage of that. 

Plus, you have to consider that not all visitors will scroll down through your content, and you don’t want to risk losing leads because it was hidden away at the bottom of the page.

2. Consider the best form length for your audience

The number of fields you include is an important factor in lead form optimization. Longer forms with too many fields can be off-putting to leads. Not just because they can be frustrating to fill out, but also because not everyone wants to hand over all their information.

Shorter forms with one or two fields covering the essentials (like names and email addresses) will convert the largest number of leads.

But here’s the catch. Longer forms will generate more qualified leads.

What do we mean by more qualified leads?

The more form fields a person is happy to fill out, the more qualified they’re considered as a lead. Qualified leads are much more likely to become a customer, which is evidenced by their willingness to hand over that information.

So which is better, long or short forms?

Well, this wholly depends on your target audience, where they are in the sales funnel and the intent of your lead gen form.

More people are likely to complete the form if there are fewer fields. So, if you’re collecting subscribers for your email list, then a short and snappy form is best (as you’re playing a numbers game). And, you can easily leverage additional information from subscribers with a promotion further down your email series.

A longer form might be more suited to free trial sign-up forms. Leads who’re interested in a trial are further down the sale funnel, so are more likely to fill out more fields to test your product.

The other benefits of collecting this much information for this example is that you also gather marketing data about what type of leads are interested in your product and how much they’re using it. Allowing you to employ a data-driven strategy and easily inform changes in the future.

3. Think about which fields are required

Required fields are those a lead will need to fill out before continuing. It’s likely that at least the email address field of your form will be required, as this is the basic information you’ll need to nurture a lead.

It can be tempting to make all fields required when creating a lead form, in order to collect as much contact data as possible.

But this can be a deterrent for leads, as they’ll be reluctant to share too much at once. Stick to the essentials like Email, Name and Company at first. And collect more targeted data when you’ve built trust with them.

That’s not to say that you shouldn’t include optional fields. If you have one or two required fields, there’s no harm in asking for some other details. Leads can make the decision on whether to fill them out.

By doing this, you can identify your more qualified leads.

When building forms with Shout, you can easily make forms fields required.

Mark required fields accordingly

Most commonly, required fields are denoted by an asterisk (*) next to the field name. But if you’re concerned your leads won’t recognize this, then there’s no hard him writing ‘required’ next to each field that needs to be filled out.

You should also have something set up to highlight required fields that leads have missed when trying to submit. We’d recommend an auto-scroll back to the first field they missed and let them work their way back down.

4. Make it clear what information you're asking for

When a lead is filling out a form, they should never have to click away or delete their text to check what information they’re entering.

By this, we’re alluding to field names. It’s common practice to put the field name above the text area. But we’ve seen some form builders placing the name inside the field itself, which then disappears when a lead starts filling out the text.

If a lead then forgets if they’re supposed to be entering a name or an email, they have to delete the text to double-check. This will create friction and may prevent them from converting.

Lead form optimization is all about user experience. If your form is clear and easy to use, you’ll see a higher conversion rate. So, the best practice would be to place the field name above and inside the text area.

5. Write a strong call-to-action

Your CTA can be the determiner for whether or not a lead converts. A strong call-to-action is eye-catching and compels people to take the next step. But it this can be a difficult feat to achieve when you’re working with such limited space.

How do you write a CTA that stands out?

Here are a few things to consider when writing a CTA for your lead form:

Your CTA is equally as crucial as the form itself, so it’s essential you put work into optimizing it. What specific CTA buzzwords you use will depend on what step you’re encouraging leads to take.

Take a look at our article for more information on writing a call-to-action that converts

6. Write compelling copy with the form

Whilst you’ll have a strong CTA to match your web form, you’ll also need to write copy to accompany them on your lead gen page.

Your page needs a persuasive title that makes it clear why leads are there or describe your promotion (if you’re offering one in return for their personal information).

Then, write an appropriate amount of content below the fold inline with your SEO (Search Engine Optimization) strategy to generate organic traffic to your landing page.

Here are a few tips to optimize your page content:

We’ve written a whole article on this topic, why not take a look at how to create lead capture pages that convert visits into clicks.

7. Split test forms and CTAs

Conducting A/B tests on your content (forms, copy and CTAs) is the very best way to determine what produces the highest conversion rate.

When it comes to split testing your lead gen form, you’ll need to consider changing the following elements between variants.

But don’t test more than one element at once. You can create multiple variants for a single element, but in doing so you’ll also need to collect more data. Typically, you should be collecting data from at least 100 visitors per test variation.

8. Minimize friction on forms and pages

Friction is caused by any element on a landing page that’s stopping leads from converting. One of the most prolific causes of friction is content that is bunched too closely together.

Your page copy needs to be scannable, or leads may become overwhelmed by all the content. A good solution to this is to include plenty of white space on your page, to give leads a chance to breathe.

The other benefit to white space is that you can easily draw attention to page elements with your design (such as that all-important CTA button).

We mentioned in Tip #3 that you could include optional fields in your lead generation form. This will give some agency back to leads and remove some friction by allowing them to choose what information they hand over.

Here are a few other tips to reduce friction for lead form optimization:

9. Include your Privacy Policy

Linking to your Privacy Policy from your form illustrates transparency, which will go a long way in building trust with your audience.

If you’re concerned about a link competing with your primary CTA, you can create a quick privacy statement below your form instead.

Something along the lines of “No credit card required” or “Unsubscribe anytime”. Although simple, it relates to your offer and encourages leads to put a little faith in you.

Avoid using words like “spam” or “fraud”. The association of these words alone is enough to decrease conversion rates.

Create Lead Capture Pages that Convert Visits into Clicks

Build Lead Capture Pages That Convert

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What is a lead capture page?

Lead capture pages are created with a specific intended action for prospects. They’re often used to collect contact information or to nurture leads through your sales funnel.

The type of lead capture page you used will depend on what leads you’re targetting in relation to their position in your funnel.

For example, if you still have a large number of prospects in the ‘Discovery/ Reach’ stage (top of the funnel), then you could create a lead page to encourage subscriptions to your email marketing list.

Alternatively, if you’re targetting leads at the lower end of your funnel you may decide to offer a free trial or product demo.

Either way, you’ll need to learn how to calculate a lead score to determine which leads are worth the time spent by your sales stage.

Why are lead pages important?

Lead pages are important not only because they allow you to collect contact details from leads, but also because they encourage potential customers to learn more about your product/ service/ organization.

And the more they know about you, the more trust is built. Which, in turn, generates quality leads and creates loyal customers.

How to optimize your lead capture page

What elements you include and where you place them can determine whether your lead capture page will be effective. Here are our top tips for ensuring yours is a success:

Minimize friction

Leads will be resistant to handing over their contact information, especially this new age of stricter data protection awareness.

So, it’s important that you design your lead pages (and lead capture forms) to ensure there’s as little friction for prospects as possible.

What is page friction?

This is caused by any page element (of content or design) that prevents or deters leads from converting. Some examples of page friction are:

A high converting page will have taken all these factors into consideration. We also have an article about lead form optimization, if you need some more tips regardings forms, fields and friction.

Strong call-to-action

A great CTA is essential to increasing conversion rates on your lead capture pages. Strong CTAs create a sense of urgency in leads, encouraging them to take the action.

They should have an eye-catching design, personalized and completing copy, be placed where it has maximum visibility and ideally they will allude to solving a problem for leads.

Why not take a look at our article on writing a call-to-action that converts?

Focus on the benefits of your offer

This rule is a staple of any modern digital marketers content strategy. Leads want to see how your product or service can solve their problems, as opposed to a list of features.

But not everyone applies this strategy to advertizing, promotional and lead pages. Just because this content is more focussed on conversion, benefit-central content is still the golden rule. Because it works.

Beyond working as a conversion strategy, it also creates consistency across your website content. And consistency is key to building and maintaining trust.

Personalized copy

This is another golden rule for any copy on your website. It should be written in a way that feels personal to each individual readers.

This means more than just using second-person (or even first-person) personal pronouns. The copy itself should reflect the wants and needs of your audience. In doing so, you can easily frame your product or service (or deal) as the solution to those.

Form positioning

More often than not, your form should be above the fold. If you’re not sure what that means, above the fold refers to content that’s visible before a leads scrolls or clicks. In other words, it’s the first content they see.

This is where people will be most engaged with your content. They expect to be hit all the information they need and the means of continuing without any further effort.

That’s why it’s essential to have a form there, you’re making the most of that peak engagement. If they need more information (i.e. a bit more of a push), that’s what the rest of your page content is for.

And this isn’t to say you can’t have another form at the tail end of your page. In-fact we encourage it to capture leads who continue reading through your content. You could even set a pop-up form to appear once leads reach maximum scroll depth or click away from the page.

Create a lead magnet

Lead magnets are pieces of content or offers designed to incentivize leads and capture their contact information. This is to say, you’re offering leads something extra in return for handing over their details.

What type of lead magnet you create will depend on your audience’s needs. It’s essential that they’re targetted in this way for them to be effective.

Here are a few examples of lead magnets for you:

If you’d like to learn more about these, take a look at our article on lead magnets and how they can grow your email list.

Length of forms

The more fields your form has, the more magnetizing your offer has to be. It has to seems like a fair trade to leads, where they hand over their contact details and incentivize that.

But that’s not all.

When it comes to form length, you have to consider what type of leads you want to capture. Single field forms will cast the widest net, as most leads will be happy to fill it out. However, a longer form requires more effort and time on the lead’s part. So, those who do fill it out show more commitment to your offer.

The short of it is: longer forms generate more qualified leads.

Other elements of a lead capture page

Here are some of the basic elements that make for an effective lead page:

Compelling headline

Just like your CTA, your headlines have to grab attention and but it also has to encourage leads to keep reading.

It should be larger and bolder than all your other content and match your design to a tee. And most importantly, it should contain your unique value proposition (UVP) in some way.

Link to your Privacy Policy

Including your Privacy Policy on lead capture pages (and any other pages that collect personal information) shows you’re willing to be transparent with prospects and is a great first step to building trust with them.

Relevant content

Both your page copy and images should be wholly relevant to what you’re promoting with your lead capture page.

So, if you’re SaaS company promoting software, you should be writing about and including images of that software.

Something else we’ve found is that you should avoid stock images of employees and workplaces. They just feel a little stale.

Social proof

Social proof is essentially any evidence you can show leads to demonstrate your trustworthiness. This proof can come from a number of sources:


Customer testimonials are one of the most powerful tools for building trust. Typically, testimonials contain a name, a job title, a short paragraph detailing why they love you, and a picture.

Once you’ve collected a decent number, choose your most persuasive testimonials and place them on your lead capture page. Try to place them as close to your form or CTA button as possible, this may aid you in increasing conversions.

Trust seals

Trust seals (or secure site seals) are badges or logos of reputable website security services placed on pages that collect information. You’ll see them more often on payment pages, but anywhere you place them will show leads they can trust you with their data.

The most common trust seals will be for a site’s SSL and TLS certificates.

Email Marketing Metrics: 9 KPIs for Email Campaigns

Email Marketing Metrics and KPIs

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What are email marketing metrics?

Email marketing is one of the most prolific digital marketing strategies, not only because it enables you to reach your audience directly, but also because there are so many email marketing metrics (or key-performance-indicators) you can use to improve your campaigns.

These KPIs allow you to analyze the success and impact of your emails and take a data-driven approach to improve them.

So, it’s important to identify these key metrics before you start a campaign. 

What are the primary email metrics?

The best thing about email marketing is the ability to measure the success of each campaign and clearly identify (for the most part) where improvements have to be made.

When you create and launch a campaign with most email service providers, you’ll have access to at least the following metrics:

Open rate (OR)

Your open rate is the percentage of recipients who opened your email compared to the total number of sent emails.

Usually, an email open is triggered when an invisible image is loaded in your email. If your recipients don’t have images set to automatically download and they do not enable image loading manually after opening your email, they won’t be counted towards your open-rate.

The average open rate for email is between 15%-25%. This can vary based on your industry, but anything at the higher end of this range highlights you’re doing something well.

If a recipient opens your email multiple times, your overall open-rate will be inflated. However, most service providers will also provide you with a Unique Opens metric.

This metric only includes one open from each recipient. If your overall email open rate is far higher than your unique opens, this may show you’ve created a truly special email. As it’s lear people keep coming back to read it.

A poor open-rate might indicate that your subject line isn’t effective enough. Other than the email sender, this will be determine whether or not a recipient opens your email.

A good subject line is personalized and impactful. You can create impact by writing a subject line that targets some emotion in recipients, i.e. anger, interest, curiosity or happiness. Alternatively, you can allude to solving a problem in your subject line.

Let them know you have some information that can address what they need. But don’t give away too much in the subject line, you still want them to open your email.

Click-through rate (CTR)

Your click-through-rate is calculated by the number of clicks in your emails divided by the total number of emails sent.

Naturally, your emails will contain buttons or links to other content you want to share with recipients, whether it’s your product catalogue or a blog post.

Average CTR varies much more wildly based on your industry than open rates, so feel free to refer to this list of email click-through-rates by industry.

How many clicks you receive will depend on the quality of your CTAs, copy and email design. The quality of an email will be subjective to your audience members, so it’s hard to say exactly will improve clicks.

But like we said above, try to solve a problem or fill a gap in knowledge for your audience. This is what readers tend to respond to (and keep coming back for).

For some killer tips on generating clicks, go take a look at our article on writing a call-to-action that converts.

Bounce rate

Your bounce rate is determined by the number of email addresses that returned an error and were unable to be delivered to recipients.

Bounces will fit into one of two categories: hard or soft.

Hard bounces

Hard bounces occur when an email is sent to a non-existent or invalid email address. For example, email addresses that have been closed or those with text errors.

These are categorized as ‘hard bounces’ as the email will never be delivered to those addresses.

Soft bounces

Soft bounces occur when there is an issue that causes deliveries to fail temporarily. For example, their inbox could be full or they may need to whitelist you on their email server (depending on how it was set up). Once the issue has been resolved, your email should be delivered.

Why a low bounce rate is crucial

A high bounce rate means a whole bunch of your emails aren’t getting delivered. Too many bounces occurring continuously can also affect your Sender Reputation with your service provider. This can lead to restrictions being placed on your account. So it’s best to address bounces quickly.

If you do have a large number of bounces, it worth checking if a specific email client is causing this. You don’t want to be in the bad books with Gmail or Live, so if you spot a pattern it’s best to get working on a solution quickly.

Your list health is essential to your campaign success, so remember to clean your email list regularly. You should be removing any emails that result in a hard bounce and also any recipients who never open your emails.

On average, any bounce rate below 2% is no cause for concern, but you should be checking how many of these are hard bounces. If you start seeing bounces rates as high as 5% or 10%, stop sending emails and investigate immediately.

Unsubscribe rate

This is the number of people who have unsubscribed from your email list.

If you start to see an increase in unsubscribes, you need to identify why this is happening. Do unsubscribes occur after a particular email in your chain? Or is it more of a slow burn?

You can change the content in your emails easily enough and even run a few A/B tests to see what results in a decreased unsubscribe rate. Again, you have to continuously provide value to subscribers.

It could also be a result of how frequently you send emails. If you send too many emails in a short time, it can result in fatigue. Try to find that sweet spot with your respondents.

Hey, you can even ask them how often they’d like to hear from you and what other content they’re interested in. Why not create a survey and send it to your audience?

A double-opt-in process for subscriptions can also reduce your unsubscribe rate in the future, as you’ve gone out of your way to ensure your subscribers really want to be on your list.

The average unsubscribe rate is 0.49% according to Smart Insights. But as with all email marketing metrics, this varies based on industry.

Your unsubscribe rate should always be lower than your number of new subscriptions, this is the sign of a healthy subscriber list. We’ll go over how to calculate your list growth rate a bit further down.

Other email marketing KPIs

Whilst we’ve covered the primary email marketing metrics above, they aren’t be be-all and end-all of measuring successing.

Here are some of the other email KPIs you’ll need to track to imrpove your campaigns:

Click-to-open rate (CTOR)

The click-to-open rate compares the number of unique clicks to unique opens and therefore is the best way to measure interaction with your emails.

If your CTOR is low, this is likely an indicator that your email design or messaging is off the mark for recipients.

To resonate with readers, your email needs:

Why not perform some split tests with your email content to identify what works best with your audience? Once you have it down, creating future emails will be so much easier.

List growth rate

Your list growth rate is pretty self-explanatory, it’s the rate at which your number of contacts is growing.

You can calculate your growth rate by subtracting your unsubscribes from your number of new subscribers, dividing that by the total number of contacts in your list and multiplying it by 100.

(New Subscribers – Unsubscribes) / Total Number of Contacts * 100 = Growth Rate.

To improve your list growth rate, you have to ask yourself what value you can provide to potential subscribers. We recommend you consider creating a lead magnet, which is a piece of content exchanged for a subscription to your email list. 

Take a look at these 13 lead magnets and how they can be used to grow your email list.

Opens by device

This email metric is pretty straight forward. It highlights what device (desktop, tablet or mobile) your recipients are reading your emails on.

Why is this useful? Well, for example, if most of your recipients are opening on mobile, you can focus on more mobile-friendly designs.

You could also compare opens by device to other email marketing metrics like CTR. If clicks are low on mobile or tablet devices, you may need to see if your design is as responsive as you thought it was.

Spam score

Your spam score is calculated by how many similarities your email has to others that have been blocked by spam filters.

Most spam filters will give you a score between 0-10, but each has a different bar within that range for what they consider spam.

On average, if your score is below 5 then you should be fine. But you need to aim tog et your score as low as possible to ensure you’re below the threshold for all filters.

Take a look at how each spam filter scores emails.

If your provider doesn’t have a spam score calculation built-in, you can always use a free tool like Mail Tester.

Conversion rate

Now, to track your conversion rate, you’ll need to integrate your email marketing software with an external analytics tool (such as Google Analytics).

Your conversion rate should be linked to an action you can clearly track, like a purchase, landing page visit or form submission.

You can then measure how effective your content is in encouraging readers to complete that action. If your conversion rate is low, then you need to do some more testing with new messages and CTAs.

This is an important metric for content marketing, where your whole goal is to get eyes on the content you’ve created. 

Return-on-investment (ROI)

Your ROI is directly linked to the cost-effectiveness of your email marketing campaigns. It is calculated by subtracting the cost of a campaign away from the total revenue made, then dividing that number by the cost of the campaign and multiplying that number by 100.

(Total Revenue Made From Campaign – Total Cost of Campaign) / Total Cost of Campaign * 100 = ROI

To this day, email marketing still has the highest potential ROI of any other type of digital marketing. So, this is an extremely important metric to track and work to improve.


Email marketing metrics aren’t a one-stop-shop, you have to continuously track their progress from campaign to campaign to identify what you’re doing right and whats still needs work.

 A data-driven approach is the best way to increase engagement with emails and your ROI.

Want to learn more about measuring email campaigns success over time? Head over to our Drip Email Markering article.

Writing a Call-To-Action that Converts

Write CTAs That Convert

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What is a call-to-action?

A call-to-action (CTA) is a piece of content on a webpage or advert that prompts your audience to take the next step, whether it is to make a purchase or learn more about your products.

Your CTA can be an image, hyperlink or button. But buttons are by far the most commonly used format for a call-to-action, so keep that in mind.

Types of CTAs

You’ll have a host of CTAs across your website, which type you use will depend on the intended action for leads. Here are a few of the main purposes of CTAs:

How can a good CTA improve conversion?

A good CTA will stand out to your audience and creates a sense of urgency. You have to remember that website visitors (or ad viewers) will see the same old words and phrases over and over.

So, you have to find a way to be both original and persuasive in a concise way.

There also has to be clear intent in your CTA. This is to say that anyone who reads it will know exactly what action they’re about to make when they click.

It’s not just the CTA text that has to draw your audience in. There are multiple factors that contribute to an effective call-to-action.

Eye-catching design

First of all, you should already have a solid design for your page/ blog post/ advert.

This design should be consistent with your branding and will be one of the first indicators to readers that your content is worth sticking around for.

Your CTA should then stand out from all your other content. Usually, this is done by choosing a button color that contrasts with the rest of the page.

It’s also important to consider how your content and design encourage a natural flow towards your CTA, both in messaging and structure.

Compelling copy

Whilst your CTA button design is a factor you have to consider, its copy is much more important when it comes to converting visitors into leads or customers.

Now the big challenge here is the limited amount of space you’ll have to write compelling content, especially if you’re using a button.

The CTA text itself should convey the action your audience is being asked to take. E.g. “Discover our products” or “Visit our store”.

If you’re worried about overfilling your button with text, you can always write some copy in the surrounding area to accompany it.

Writing Extra Information With A CTA

Slack is a great example of this, giving a summary of what prospects will be taken too without overloading them with information.

And you can do it without writing a whole paragraph, HelpScout targets readers who have a larger user base and offers them a custom CTA: “10 users? Get A Demo”.

Unique Call To Action From HelpScout

Placement and visibility

Where you choose to place your CTA is essential to its success. Firstly, it has to be visible to your audience. You can’t expect readers to go searching for your CTA, it absolutely needs to get their attention on its own.

And secondly, the content itself has to have an impact on them. You can achieve this by offering a solution or writing copy that evokes emotion in readers.

Below are some stats collected by Grow and Convert on the what CTA placements have the highest conversion rates.

As you can see, where and how you display your CTA has a massive impact on your conversion rates. And it’s clear that Pop-ups, Welcome Gates and Featureboxes are likely to have the highest return.

Pop-ups and Welcome Gates are more aggressive than the other options, so overusing them can frustrate your audience.

But as they have such a high click-through rate you will want to take advantage of them, so it’s just about finding a good balance.

Solve a problem for your audience

Audiences will be reading your content because they have a need or a problem that needs to be solved. Whether it’s to fill a gap in their knowledge or service they need to be provided, they’ve come to you for answers.

Use your CTA to show leads you can provide that knowledge or solve their problem. This is a tactic sure to increase your click-through rate and build a stronger relationship with your audience.

Improving your conversion rates

So you have a CTA you like, but it’s not performing the way you want it to? Don’t worry, you’re not the first to experience this.

Here are a few tips we’ve picked up for improving the “clickability” of your CTAs:

A/B test your CTAs

If you’ve not heard of A/B test (split tests), it’s where you create two or more variants for content and show it to different people in your audience randomly.

Split testing is essential for increasing conversions, as you can identify which call-to-action button performs the best with your audience.

Don’t split test too many variables at once, as the more you have the longer you’ll need to test for a definitive result.

The best thing about split testing is its versatility. You can run an A/B test on any of your campaigns or content to improve your overall digital marketing strategy, whether it’s an email subject line or Facebook ad.

Write copy in the first person

We’ve already made it clear that effective CTAs address a need or solve a problem. You should couple this with copy written in the first person to further personalize each leads individual experience.

By first-person copy, we mean using “my” instead of “you” or “your”. This makes your content all about the reader and each action feel unique to them.

Add a muted CTA

A muted CTA is a second button placed next to the first that encourages leads to make a different action.

This might seem counterintuitive, as you don’t want two competing CTAs in the same space, but they’re a good option for when you want to provide leads with more information before they click your main CTA.

It is essential that the muted CTA is a different or ‘muted’ color, as not to draw attention away from your primary CTA.

Each has a target audience at a different stage of your sales funnel, so it’s important to highlight this in the CTA design.

Below you can see that Asana does this expertly, encouraging leads to request a demo before creating a free account.

Writing A Muted Secondary CTA

Those who are ready to sign up are ready to make a decision and convert, whilst those who interest or evaluation stage will need more information before committing.

8 Tried and tested CTAs

We wanted to give you an idea of the most used CTAs and how they grab attention. But don’t worry, if you’re not a fan of the standard CTAs in the headings, we provide some robust alternatives in the sections below.

1. Get started

“Get started” is one of the most commonly used CTAs, especially by Saas organizations. And for a good reason. It’s an actionable phrase with clear intent for your audience.

If you’re struggling with a CTA for your homepage or pricing table, we’d recommend you go with this. It isn’t the most exciting option, but it is a safe play.

2. Sign up free

So you’re looking to get more users signed up and you need something to catch their eye. They’re going to be looking for a sign-up button of some sort, so don’t get so creative with the copy that risks leads mistaking it for something else.

Adding “free” to your sign up CTA is an extra incentive for leads to take action. It lets them know they can start testing your product without paying upfront. And that sort of good-faith agreement is a great way to build relationships with your potential customers.

If you’re not a fan of “Sign Up” you could always opt for “Create an Account” instead. It has the same intent as “Sign Up” and primes users to fill out their details.

Alternatively, you could describe what exactly will be free once they create an account. FreeOnlineSurveys does exactly this (“Create a free survey”) with their sign up form:

Create A Survey Call To Action

3. Get in touch

This is another example of a strong CTA with a clear directive. You’ll be using this on a contact page, your homepage or possibly in your website footer to encourage a point of contact with prospects.

Some do go for “Contact Us”, but we do think “Get in Touch” is a little more personable. And you do want to seem human to your audience.

If you have a targeted inbox for more specific inquiries, you can always customize your copy to indicate this. For example, “Get in Touch with our Sales Team”.

4. Learn more

If you need to explain how your product works for leads to make an informed purchase, you should use the “Learn more” CTA to do this.

Link it to a landing page or blog post with more descriptive content. You don’t need to get too creative with the CTA copy, but it should be placed near an image of the product or in the product page header.

This way it’ll be clear to leads what specifically they’ll be learning more about.

5. Add to cart

It’s best to be direct with product CTAs. If a lead is already on your product landing page, your next task is to get them to add it to their basket/ bag/ cart.

You’ve already piqued their interest with your content and product images, so you now need to encourage them to commit.

And a direct approach is the best way to do this. If you’re not seeing a great conversion rate on this CTA, you may need to consider tweaking your supporting content to focus on the benefits of your product. Or, you could even offer an extra incentive like a discount or deal.

6. Buy now

Just like “Add to Cart”, “Buy Now” is a little more direct, which can be risky when you’re asking customers to commit to you in this way. But it can definitely work to encourage leads to purchase a product.

And the other benefit is that their intent is clear when they click, which is a powerful indicator of your product’s appeal.

7. Subscribe

You’ve probably seen this CTA being used to get you to subscribe to an email newsletter or marketing chain. But it’s not very persuasive in and of itself.

So you’ll want to add some text in the area surrounding the CTA to explain the benefits of your email campaign. What problems are you solving? How does your content stand out from the competition?

Or even better, you can offer a lead magnet to get people to subscribe to your email list.

Once you’ve gotten people subscribed to your list, you’ll need to think about your email strategy, head over to our email marketing guide for a full walkthrough and some helpful tips. But if you want some help creating an engaging campaign from your very first email, take a look at this guide for writing a welcome email.

8. View demo/ Book a demo

Offering a demo often makes for an effective CTA, as leads can get a good overview of your product without any commitment.

But whilst “View Demo” and “Book a Demo” are actionable CTAs, they don’t carry much impact.

Salesforce does a great job of preserving actionable intent, whilst also spicing up the copy of their button with something for conversational.

Effective CTA For Booking A Demo

“Watch SaleForce in Action”, there’s just something about that copy that makes you want to click. And there’s no reason you can’t replicate this for your own landing page.


Calls-to-action are some of the most important elements on a page, so writing great copy is essential when considering how to launch a new website.

For more of an idea of the what copy creates the best CTAs, take a look at this list of buzzwords for your call to action.

And we wanted to finish by rounding up all our points for creating a successful CTA:

It’s essential for leads to know what’s in it for them if they click your CTA. Ensure your content makes it clear what the benefits of clicking your CTA are.

And remember it’s not just about your button color or CTA text, the placement is super important.

Finally, you absolutely have to follow through on your promise. If a lead gets to your landing page after clicking your CTA and it isn’t what they expect, they’re certain to bounce.

For more information on increasing conversions, take a look at our article on lead form optimization.

13 Lead Magnets and How They Can Grow Your Email List

Using Lead Magnets To Grow Your Email List

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What is a lead magnet?

Lead magnets are resources or perks intended to attract potential leads and capture their contact information.

For successful lead-generating content, you need to think about what kind of customers you want and what they need. As a digital marketer, you should be aiming to solve a problem, share your expertise or save leads money in some way.

If you do use a lead magnet to capture email subscribers, it’s essential you deliver on your promise immediately. Especially if you’ve promised content or a deal. So, we’d recommend sending this in your welcome email.

An effective lead magnet also needs a strong CTA, so you’ll need to know how to write a call-to-action that converts. Let prospects know how they’ll benefit directly from your offer, or they may not be willing to hand over their email.

And finally, you’ll want to optimize your lead form as much as you can. You don’t want any friction decreasing the number of people who convert.

Give them a peek behind the curtain

If you’re selling a product or service, one of the best ways to persuade people to buy or subscribe is to create a lead magnet that showcases your product.

1. Free trials or product samples

If you’re a SaaS organization, one of the easiest ways to generate subscriptions is to offer a free trial of your software.

You don’t have to hand over your whole tool to subscribers, but make sure you give them enough to make this exchange worth it for them.

Most trial trials have a time limit of some sort, ranging from a week to a month. The length you choose should depend on your tool and the time users will need to explore all your features.

We’ve found that 14 days works well for our users, giving them enough time to create projects, share them and analyze their results.

SEM Rush has a great example of a landing page set up to capture email addresses.

2. Give users a demo

Product demos are a great way of showcasing your tool to users. And if you’re service is truly valuable, you can use demos to leverage email subscriptions.

Your product demo could be a video of someone from your team giving a step-by-step walkthrough of your tool or you could put a demo version of your tool up behind a lead page.

The second option allows prospects to test your tool out for themselves but will require some effort on your part to make your tool accessible. You’ll also need to plan how much of your tool they’ll have access to.

SalesForce has a whole page set up to capture emails of leads who’re interested in their demo.

3. Offer a free tool

There are two ways you can about providing a free tool for prospects to use.

Firstly, you can offer a freemium version of your tool. Freemium products usually offer a limited set of features for basic usage, which encourages users to move to a paid plan. However, you could offer a wider set of free tools if they subscribe to your email list.

Alternatively, you have to option to provide a whole tool for free. By doing so you’ve already sown good faith and provided value to subscribers. It also gives you a source of content personalization for subscribers, enabling you to send weekly or monthly stats based on their usage of the tool.

A great example of a free tool would be Neil Patel’s traffic analysis and SEO analyzer.

Provide valuable content

If you don’t have a pre-built tool or don’t have the time or resources to build one, you can draw prospects in with some top-notch content instead.

Content-based lead magnets work as they not only provide value but also position you as an expert in your field.

4. Give subscribers a 'content upgrade'

A content upgrade is a method of providing leads with a partial version of your content, then handing over the rest in exchange for their email.

This works especially well with “10 top tips” articles or walkthroughs, where reading the first half of the section naturally encourages readers to want access to the second half.

You can set this up as a download for those who subscribe or send the second half of the content in your welcome email.

5. Write an Ebook

If you have a series of related blog posts, then you’ve already got an Ebook in the making. Ebooks offer prospects a one-stop learning experience and a solution to a problem they have or a task they’re working on.

They also demonstrate to website visitors and other prospects your expertise, which will go a long way to building trust.

6. Create a case study

Case studies are good for attracting a more specific subset of prospects, that are more interested in the benefits of your products or service.

Case studies present these benefits, or use cases, from the point of view of other users or customers. So, if you intend to use these as a lead magnet you’ll definitely need the permission from the customer who provided to the case study.

They’re especially effective at building an audience that’s more likely to convert, as downloading the case study itself is an indicator of genuine interest in your product or service.

A great example is from App Sumo, where they share several case studies in a whitepaper.

7. Put together a checklist

Checklists consist of a list of bullet points or tasks that walk prospects through a step-by-step process of achieving their goal.

Each step in your checklist should be an actionable task for readers, something they can mark as done once they’ve completed it.

The best thing about checklists is they can be created from a variety of resources you’ve likely already created. For example, “How to…” blog posts are begging to be turned into a checklist.

A live example is from Really Moving, which is a checklist of who to tell about your change of address when you move.

8. Provide expert advice

Offering some personalized advice for prospects is an exceedingly effective method of capturing leads, as you’re both answering a question and demonstrating your value all in one go.

This advice could be a consultation of some sort, a custom quote and checklist or a review of some kind. This type of lead magnet will be more time consuming but offers a much more personal experience for your leads. Which can go a really long way in building relationships.

9. Engage your audience with surveys or quizzes

Surveys and quizzes are not only an excellent way to engage your audience, they’re also a persuasive lead capturing tool.

Prospects will take a quiz or fill out a survey to learn something about themselves. And once they’re finished, you can leverage their results in exchange for their contact information.

A problem with this method is that you may find it difficult to inspire a huge amount of engagement with a survey. Not to worry, we’ve written an article on how to increase survey response rates.

Most people who make the effort to answer your questions will be willing to take that final step. Head over to this article to learn how to create an effective lead capture quiz.

Did you know you can build quizzes and make surveys with Shout? We have all the features you need to create your own survey/quiz lead magnet.

10. Create a video series or webinar course

Creating a video series or a webinar course is a great way to both persuade prospects to subscribe and to keep them coming back in future emails. This way you aren’t just offering one lead magnet, but a whole email course.

That’s the whole point, isn’t it? To create content that subscribers want to see more of. And if you can start that process with the lead magnet, then your audience already knows what value you’re providing immediately.

Save prospects money

Using a lead magnet with monetary value is a popular way to generate leads. And for good reason: the exchange provides a clear and immediate benefit for prospects.

11. Free shipping or discount codes

When you offer free shipping for a product or a discount on your price in exchange for an email subscription, the value is clear for prospects. So, you have to do very little work.

The only effort on your part here is to calculate how much money you can afford to “lose” in order to capture email addresses.

As email marketing has such a high conversion rate (when done well), you’re likely to make this money back from your list in the future. But, if you’ve already sold something to capture this information, you will need another product/ plan/ feature to upsell in the future.

What we’re saying here is, don’t put all your eggs in one basket. Save something to pitch your audience later on.

12. Competitions or giveaways

Prospects may be more willing to subscribe to your email list if there’s a prize up for grabs. Just ask them to subscribe for a chance at winning a prize, that’s all there is.

Just make sure your prize is tailored for the type of audience you want to attract. For example, if you run a SaaS organization you could offer a years subscription to your top plan for free (if they win).

13. Social contests

Social contests are effective at capturing leads from an audience you’ve already engaged in some way.

Your social media is already familiar with your brand and may have fewer reservations with handing over their contact information to you.

Running a social contest also keeps costs low, even if you’re using ads to get more eyes on your campaign.


Whichever lead magnet you choose to go with, just remember these important tips:

We also recommend doing a bit of testing to see what works for you. There’s no reason you couldn’t create 2 or 3 leads magnets and using a simple A/B test to identify what option yields the highest conversion rate.

How to Write a Welcome Email that Keeps Subscribers Reading

How To Write A Welcome Email

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What are welcome emails?

A welcome email is exactly what it sounds like. It’s the first email you’ll send to a subscriber once they’ve opted into your list.

We’re not talking about a confirmation email, where you confirm to a subscriber they’ve successfully signed up. And we’re not just talking about thanking them for signing up.

Both of those are important in their own way, but the welcome email is the cornerstone of the rest of your campaign. So, must be more than either of those.

Why are welcome emails important?

Email marketing is all about building relationships with your audience, and this is your foundation for doing so.

On top of this, welcome emails have an average open rate of 50%. Making them 86% more effective than regular campaigns.

In fact, 74% of people expect to receive a welcome with only about half of all companies actually sending them. That’s a lot of wasted potential, as subscribers who receive this type of emails show 33% more engagement with a brand.

Sounds too good to be true, right?

What's the catch?

Your welcome email is a subscriber’s first impression of you. And first impressions count.

You’ll need to capture who you are and why people should stay subscribed in a single snappy email. Which is no easy feat.

But here’s the upside. These emails see a click-through rate of 26.9%.

With those kinds of numbers clicking-through to read your content, this is your chance to shine. Link to your most valuable content, whether it’s a:

  • Blog post
  • Infographic
  • Tips and tricks
  • “How to…” articles
  • Industry news

Now, let’s get down to the nitty-gritty. What should you set out to achieve with your welcome email?

Determine your timeline first

If you haven’t yet set out your campaign timeline or determined how frequently you’ll be sending emails, do so before you send a welcome email.

How often you email subscribers will depend on your content and resources at hand.  You don’t want to be writing emails ad-hoc, if subscribers detect inconsistency in your emails they’re likely to become disengaged.

You also don’t want to spread yourself too thin, so it’s important to plan ahead.

For more tips on building an audience and planning your campaign, take a look at our email marketing guide.

Start with the basics

Before you get going with your welcome content, you’ll need to start with the basics of any email campaign: who is it from? what is your subject line? and what is your design?

Who's the email from?

The first thing recipients will see look for is who the email is from. Make sure you’re using your brand or company name in the ‘From’ field, as this will reassure readers they can trust your email.

Why should they open your email?

Your email subject line needs to be enticing. You need to remember that recipients will be skimming their inbox to decide what’s worth opening. So, you’ll need something that catches their eye and draws them in.

Think about what gets you to open emails and how to can adapt that for your own subject line. People react more strongly to content that evokes an emotional reaction. Whether it’s curiosity, desire, excitement or anger, emotional content always connects with readers.

Provide enough information in the subject line so readers will open your email, but not so much that they don’t need to read on.

Create a design that stands out

A great email design is visually stimulating to recipients, is consistent with your branding and encourages readers to continuosly move from one section of your email to the next.

It doesn’t have to be too flashy, this can be distracting to readers. Remember, it’s your content that should stand out.

Consistency is key to branding, so come up with a design that will be shared across all your emails before you even one.

When subscribers open they should immediately recognize your email design. This, coupled with top-notch content, will encourage trust in your emails. Which leads to a loyal audience.

Shout’s email marketing software allows you to completely customize your email design from header to footer.

Thank your new subscribers

Yes, we know! We said a welcome email was more than just a thank you, and it is.

But that doesn’t mean you shouldn’t do it. A simple “thanks” is an effective trigger for engagement with an email. It shows you’re human too, and you appreciate them choosing you over the competition.

When a subscriber knows you appreciate them, you build loyalty. You keep them coming back.

And you can thank them with more than words, you can offer them something. A welcome email with an offer can increase revenue by 30% when compared to those without a deal.

Something for them, something for you.

Deliver on your promise

Did you use a lead magnet to encourage subscriptions to your email list? If you did, now’s the time to deliver.

Lead magnets are incentives, which provide interesting or useful content to draw in potential subscribers. Here are some of the most used lead magnets:

  • Ebook
  • Whitepaper
  • PDF
  • Industry Report
  • Webinar
  • Free Trial
  • Live demo
  • Free Consultation
  • Coupons
  • Cheatsheets
  • Quiz/ Survey
  • Online Course
  • Contest

New subscribers will want to see this incentive delivered on in your welcome email. They won’t expect or appreciate it to come any later than that. Take a look at these 13 lead magnets and how they can grow your email list.

If you don’t already use a lead magnet, we’d highly recommend doing so. As long as it’s providing value (such as actionable advice), it’s likely to boost your list growth rate.

With Shout, you can make surveys and build quizzes that are easily shared by email. We even compile performance KPIs with your feedback and scores, for an all-in-one professional digital report.

Set expectations for future emails

You should now summarize what subscribers can expect from you in the future. What kind of content should they look forward to? Will they receive any more deals or promotions? How often will they hear from you?

Transparency is key here, you can’t lie to your subscribers. If they get a whiff of dishonesty from you, they won’t hesitate to unsubscribe or report you as spam.

You want to get them excited for your next email, and the one after that. Highlight the benefits of being on your list, treat subscribers like VIPs. Each and every email should feel personal to them, including this first one.

If you’ve set the bar high with your welcome email content, you absolutely can’t lower it in future emails. Keep providing content they want to see.

Tell them a little about yourself

To connect with subscribers, they’ll need to know who you are, what you do and what you stand for. If they have this knowledge up front, it’ll be easier to pitch your product or service later on.

To be invested in and engaged by your email content, subscribers not only need familiarity with your brand but also common ground with you. Something you both care about, equally.

This is a good time to plug your USP. That is, what sets you apart from all the competition.

Provide other contact points

You should include your company information in all your emails (most likely the footer), and this is a great space to provide other points of contact.

For example, if you have specific emails for other departments such as sales, customer support or product demos.

It’s also a good idea to add links to your social media profiles (Facebook, Twitter, Instagram, Youtube, etc.) and encourage subscribers to follow you on those platforms.

The welcome email is a good time to let people know what value they can get from your social accounts. What’s different about your content there? Why should they follow you?

Get personal with subscribers

Personalization is absolutely essential to the success of your email marketing strategy. And by this, we mean more than just throwing the subscriber’s name into the email header.

Can your email be personalized based on their location? Did they subscribe using a specific CTA or lead page? What lead magnet were they attracted to?

All this and more can be used to personalize your content for recipients. And if you can, show this personal approach in your subject lines. Emails with personalized subject lines are 26% more likely to be opened.

Take a soft approach

The last thing you want to do once someone has subscribed to your list is to hit them with the hard sell. They’ve already done something for you by signing up, you don’t want to come off as pushy. That won’t breed loyalty.

What we’re saying here is, don’t try to promote everything you have to offer at once. Spread what you can over future emails and focus on one or two of the essentials for the welcome email.

Take a soft approach when you pitch your product, include a CTA along the lines of ‘learn more about our products’ or ‘calculate a price for a team your size’.

End with a CTA

Conclude your welcome email with a persuasive call-to-action to prompt readers to take the next step. Whether it’s to start onboarding users or a guide of some kind, you should set out to help subscribers achieve their goals.

This will start to build trust between you and your readers that will keep them coming back to read your emails.

Ask subscribers to whitelist you

Asking to be whitelisted is one of the essentials we were talking about above. A subscriber can whitelist your email address by adding you to their approved senders list.

This will ensure all your future emails will get to their main inbox, and not end up in their spam or junk folders. In other words, it will improve deliverability.

When you ask them to do this, make it clear what they’ll be missing. Link to your best content, share a pro tip, give them a deal. Anything that illustrates the value in your emails.

Not everyone will know how to do this, it’s possible they might not know this is even an option. So, why not give them a walkthrough on how to whitelist emails.


How to write a welcome email that keeps subscribers reading​

  • Determine a timeline for your emails
  • Send the welcome immediately
  • Thank subscribers
  • Deliver on your promise
  • Set expectations for future emails​
  • Tell them about yourself
  • Link to your social media accounts
  • Provide other means of contact
  • Personalize your email
  • Don’t give them the hard sell so soon
  • Ask to be whitelisted

With some of the highest open rates and CTRs across all industries, writing an engaging welcome email is the key to converting readers into loyal customers.

Whilst it’s likely that you’ll se a drop in campaign performance after the welcome campaign, you should always be striving to improve and increase engagement.

Keep an eye on your email metrics and KPIs to see what content performs best. Use this data to improve your strategy and set benchmarks to monitor success over time.

If you’re confident you’re making the right changes to your campaigns but your performance is dwindling, you may need to consider cleaning your email list. Here’s everything you need to know about email scrubbing and improving list health.

You must continue to engage your audience over time with valuable content and advice. Learn how to create a drip campaign and continue building strong customer relationships.

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