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Popular Email Marketing Automation Campaign Examples

The 6 Most Popular Email Marketing Automation Campaign Examples

Email marketing is long past the days when marketers blasted their whole list with the same weekly newsletter. 

In fact, the Digital Marketing Association found that over 75% of email revenue is generated by triggered campaigns, rather than regular email blasts.

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lead magnet examples

18 Lead Magnet Examples That You Can easily Use for your Business

lead magnet examples

Real lead magnet examples are great if you are new to the content marketing world or want to extend your lead generation efforts. Therefore, I collected 18 types of lead magnet examples for you and each of them are different types of hooks. Get inspired for your next lead generation campaign and grow your email list!

What are “lead magnet” or “hooks”?

Free content that you offer to your visitors and ask for their contact information if they are interested in it. There are lots of types of hooks, such as ebooks, infographics or even free trials. This collection shows you 18 different types of lead magnet examples.

1. Email course

An email course can be a very good lead magnet. Teaching people highly specific and valuable knowledge is always a thing that makes people opt-in.

One of the best things about these courses is that it doesn’t need as much resource as you would need for a video course for example.

The Automizy email course, for example, teaches subscribers how to manage their email list in order to save money and always be able to send highly relevant messages.

Automizy email course

Creating a good email course as a lead magnet works only if you truly can provide valuable information – a badly constructed course can easily ruin your company’s reputation!

There are courses with different length, we wrote about it in our email course guide.

2. Checklist

Downloadable checklists are great because these are actionable, teaches something that is highly specific and easily consumable.

What can you write a checklist about? About almost everything:

  • How to improve your SEO via backlinking?
  • How to outsource your contents to agencies?
  • How to do sales without selling actually?
  • How to do gardening in the inner city?

Think about your own industry, find 5-6 topics, write them down and create PDFs from these. Always think about lists that can be done step-by-step.

3. E-book

E-books are great because you can relatively easily create them based on your blog articles for example.

Choose a topic, collect your best-performing articles, connect them, add additional value, and done!

For example, Unbounce offers The Conversion Marketer’s Guide to Landing Page Copywriting” ebook in order to collect emails.

Or Zapier offers a lead magnet on project management.

Or you can download an ebook on Product Management from Accompa too.

free ebook

4. Your newsletter

Believe it or not but your newsletter can be a good lead generation tool for you. But you have to pay attention to send relevant, interesting, truly valuable content.

For example, The Hustle is a newsletter for entrepreneurs about the most recent tech news. Every June they organize an event around “Startup tactics for non-techies” and this is why they have their newsletter as their most important lead generation tools.

the hustle newsletter

Best newsletters are great lead magnets because their value proposition is unique, entertaining and does not say that boring “subscribe to our newsletter” message.

5. Educational video

Educational videos can be used easily as lead magnets. Companies usually give the first lesson for “free” so you can watch without giving your email address. But in order to be able to watch the next ones, you have to provide your contact information.

Video is a good medium as it is quite engaging and also have higher possibility to go viral. On the other hand, it can be difficult to create one: you have to be prepared to create good quality videos.

But you can save time if you can repurpose your existing content. Just pick a topic you already wrote about and tell more about it, dig deeper.

Videos can work as a lead magnet even if they are not educational. It can be your opinion, something funny or interesting – it only depends on your industry.

For example, Brain Dean, the founder of Backlinko does it very well:

6. Webinar

Live, limited time webinars can work very well too for your business. As you restrict the number of people who can attend your online event, you create the VIP feeling that is one of the most catchy things.

A good webinar does not only help you generate more leads but it can easily help you get actual subscribers for your business’ email list.

For example, Content Marketing Institute regularly offers free webinars.

content marketing institute webinar

7. Infographics

Good infographics require a lot of work from you:

  1. Generate data
  2. Identify patterns
  3. Outline key takeaways
  4. Visualize data in an understandable, simple way

For example, Antavo created an astonishing infographic about loyalty programs that was republished by Hubspot.

8. Case study

What would you tell if somebody would ask what do you do? You would tell a story of your customer and how he used your product and what results he/she got.

These case studies give your prospects ideas on how to use your product and assure them that it truly works.

But not only successes are important. You can also tell stories about failures. This way you can teach others what not to do in different situations.

For example, Hootsuite created an amazing case study with their client’s achievements.

Hootsuite case study

The Kissmetrics blog created a good guide on how to write a great case study.

9. Presentation

Slideshare is a great place to upload your presentations. If you speak somewhere (on a conference or a meetup) you can easily use that as a lead magnet as well.

For example, my colleague, Viktor created this awesome presentation below that teaches a lead generation method for online businesses.

10. VIP content

If your business provides membership permission levels, you can easily hide different sections of your blog content from visitors.

In order to read the rest of your blog content, ask for an email address!

This is one of the best strategies to generate more leads – using your own blog as a lead magnet will insanely increase the sign-up rate.

The only drawback of it that it can easily ruin the experience for your visitors – I don’t really recommend it until you have a big audience.

11. Podcast

Get a good quality mic and record your thoughts on a topic. Be entertaining and professional, chat with experts in your field and promote it on your channels.

Podcasting is a great community-building tool and you can target these people with other lead magnets easily to grow your subscriber list.

For example, Duct Tape Marketing has an amazing podcast.

Duct Tape Marketing podcast

12. Interview

Research the professional your audience would love to listen to. It can be an industry expert, an opinion leader or even a celebrity.

Interviews are great because it can be a good incentive, it builds your trustworthiness and very easy to advertise it on social media.

13. Free tools

The reason I listed this as a lead magnet example because it is a great opportunity to collect high quality leads for your business.

For example, Crazyegg asks for your website URL and then gives you heat map analytics.

Or we offer a free email editor. You can craft your emails but in order to be able to send it… well, start a free trial!

free tool email editor

14. Calculator

Calculators are great tools: show the problem in an interactive way you solve!

IonInteractive does this well with its ROI calculator. You choose your interest, tell something about your business and then it shows you what you lose.

It explicitly shows you the pain you face and offer you a solution via its service.

roi calculator

15. Consultation

Offer consultation to your prospects and provide customized, personalized value and experience.

Don’t be too salesy though’, it can easily frighten your prospects away.

The marketing of the new era is more about solving difficulties by introducing an approach instead of hard selling. Keep it in mind!

For example, the Holini team does it quite well:

Free consultation

16. Buyer converter product

If you would like to know more about the concept of buyer converter product, you can read about it in our post about the buyer converter product.

These are low-ticket offers that convert leads or visitors into customers. They only pay a few dollars… but it fundamentally changes the relationship between you and your prospect.

17. Waitlist

If you are about to launch a new product, a newsletter or something that deserves a standalone campaign, it is usually good to create a separate landing page for it.

On this web page, you can tell your value proposition and allow people to subscribe – so you can build an audience way before you launch it. And there will be a list of people you can tell about your offer when it released.

Waitlists can create a VIP membership feeling, therefore it can be a powerful lead magnet for your business.

Another way to use it is to test a market with a value proposition.

Just build a landing page around an assumption. Promote it and check whether there is a need for it – validating your products even before creating it can be a good way to find product/market fit sooner.

You can create a wait list with any type of web page builder such as Unbounce. In addition, this waitlist builder tool below helps you get started and provides enhanced gamification opportunities to help your landing be viral:

Waitlist

18. Trial offer

Free trials are usually offered by SaaS solutions and gives an opportunity for people to give the tool a try.

It also means that you get their contact information so it can be a good lead generation strategy.

Trials vary company-by-company: they can be 1 or 2 weeks, 1 month or even longer.

The length of your trial should fit your sales cycle length – but it usually requires a long learning curve for you to truly understand it.

In the example below, you can see Dropbox’s 30-day free trial for the business plan.

dropbox trial

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Talking about free trials, why don’t you give Automizy a try? Get started for free now!

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How to Create a free Email Course to double the size of your email list

How to Create a free Email Course in 2017 to double the size of your email list?

One of my friends asked last week: “Free email course? Does it still work?” Well, depends on your goals and budget, but hell yeah. It still generates, educates leads and helps you convert them to clients…

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How to Increase Email Course Open Rate with Machine Learning

I think we can all agree on the fact that split testing is an effective method to find out what works best and get more out of your existing traffic. It’s extremely useful since it can be applied to a number of different things: subject lines and content of emails, landing pages, home pages, creatives for ads and the list goes on. Also, you can find articles, case studies on split testing for almost anything, except drip campaigns. It’s because experimenting with automated emails takes a lot of time and preparation. It is nearly impossible and too technical with most marketing automation tools. In this article, you can find an easy to understand explanation of AI-powered optimization with an example email course where the subject lines are tested and optimized. Increase your open rate with machine learning in your drip campaigns!

The difference between Split Testing and the Multi-Armed Bandit algorithm

Split Testing

When you split test something you have an A, a B, and a C version of a website, a landing page, an email or ad.

You send 33% of your traffic to A, 33% to the B, and 33% to the C variation. You run this test until you reach a significant result: when the sample size is big enough to prove that the result is not accidental. For example, 97% significance means that we can be 97% sure that our results are valid. So there’s just a 3% chance that our results are accidental. This is the exploration or learning period.

In split testing, you run the experiment long enough to have a winner of the variations that is significant.

After you have a winner, the exploitation (earning) part starts: you send 100% of your contacts to the variation that won.

So you have a significant sample, you learn from it. Then you implement the things you learned – this is the process of split testing.

The problem with this is that the whole process has two distinct stages. Generally, the exploration period is so long that makes it hard and time-consuming to adapt to possible changes in campaigns. Also, the changes made might not be relevant because it’s based on data collected over a long time.

Multi-Armed Bandit Testing

While split testing uses the pure exploration and exploitation phases that are distinct, the multi-armed bandit algorithm mixes these phases. It results in adaptive changes because it is continuously mixing exploration and exploitation.

The two main advantages that multi-armed bandit testing has over split testing is that:

  • the transition between exploration and exploitation is smoother
  • and the data collection (exploration) wastes too much time and resources in split testing.

You will earn and learn. As Matt Gershoff said, during the exploration phase, you learn but it has a cost: you lose opportunities. But if you can decrease the cost of exploration by immediate implementation of your learnings into exploitation, you’ll have higher ROI.

So the purpose of multi-armed bandit algorithms, in this case, can be summed up in one goal: to reduce the possibility of sending traffic to lower performing variations as fast as possible. This way the cost of experimentation will decrease.

Multi-Armed Bandit Testing + Machine Learning = high volume of automated split tests in your drip campaigns

The multi-armed bandit algorithm mixed with machine learning opens up a world of new possibilities: automated drip campaign optimization that saves times and helps marketers have higher open, click and goal conversion rates.

This type of testing can’t be performed using traditional split testing. Because humans simply can’t conduct multi-armed bandit tests as it requires countless repetitive phases of learning and exploiting.

In a nutshell: the AI-powered optimization in drip campaigns means that the machine learning algorithm is continuously testing and optimizing your drip campaigns to achieve a higher conversion rate based on the goal you previously picked  So all you have to do is:

  • set up a drip campaign,
  • create A/B/N versions of your emails,
  • choose the time period you want your emails to be sent
  • and a goal.

From this point on the system will test your drip campaign as more and more leads go through it. Without any the need for any manual intervention. Conversion goals can be:

  • basic email metrics like: open and click rates,
  • form submissions on a landing page,
  • custom events like registration for trial or payment for service
  • and so on.

Now that we covered what you need to know about how the AI works let’s have a look at the email course to have higher open rate with machine learning:

Higher open rate for your email course

Email courses are one of the best ways to generate quality leads. You provide educational content, therefore the leads will be more qualified and higher engaged after they finish your course. Not to mention that it is quite easy to set up an email course.

For a successful course, you’ll need a well-constructed landing page with proper wording and a value proposition. The order of the emails must be well thought out, and each email should have a clear structure.

Start with a summary of the course. Then continue with the actual lessons, and the last lesson should include either a special offer for the participants or just your sales pitch.

It’s crucial that the email course should be related to your product. Therefore, it should be able to solve the challenges your subscribers seeking answers to.

With a well-designed, problem-focused strategy it’s easier to convert a course subscriber to a trial user and a trial user to a paying customer at the end of the day.

But as nothing in life, it can’t always be applicable: a longer sales cycle, for example, might require some additional lead nurturing process too.

Let’s look at the example: a 6-day email course consisting of 6 emails. For each email, 3 different subject lines are tested. The topic of the course is digital marketing fundamentals, and it contains the following lessons:

  • Welcome email and summary of the email course
  • Introduction to digital marketing
  • SEO Fundamentals
  • Email Marketing Basics
  • Social Media Marketing Essentials
  • Analytical Foundations

People can sign up for the course on a landing page where they have to fill out a form with their name and email address. After opting in they receive a welcome email. In this email, you thank them for signing up and give them an outline of the course so they know what to expect. The next day they receive the first lesson, the following day the second, and so on.

Now let’s have a look at some possible subject lines for the 6 emails in the campaign:

However, the problem with email courses is that the open rates of the emails almost always decrease as the course goes on. But since you provide valuable educational content in all of these emails you want your recipients to open them. Otherwise, you wasted time and effort putting together the course, if barely anyone opens the last emails in the campaign which usually include your sales pitch.

So, in this case, the goal is to increase the overall open rate throughout your drip campaign. You’ve set up a killer drip campaign for your email course where the trigger is a form subscription. If you want to have a higher open rate, you have to conduct split tests for the email subject lines in your drip campaign.

First, let’s have a look how to conduct split tests for all these subject lines manually.

The first problem is that it takes a lot of time until enough people go through a certain drip campaign for the results of split testing to be significant. So the exploration period is very long.

The second challenge is executing split testing on 6 emails with 3 subject line variations for each. Can you imagine how long would it take? Theoretically, it’s possible to do it, but it consumes way too much time. And even if you end up with results, the amount of time and resources you put into testing just isn’t worth it. Especially, because there’s an easier way.

That easier way is through testing with a multi-armed bandit solution that is supercharged with machine learning algorithm.

All you have to do is write the emails, set up the subject line variations. After that, it’s time to let the algorithm do its job. In this case that is to determine which combination of subject lines and sending times result in the highest possible open rate. The algorithm starts out with a sending weight of 33.3% percent for each subject line per email. But as the subscribers move through the drip campaign it adjusts the sending weights based on the open rates. This process continues to ensure the best possible message sequence. Here’s a short tutorial video on how to set this up:

 

So there you go, with this algorithm multiple days of work can be done in about an hour. In addition, it will continue to optimize your campaign based on an endless cycle of testing. So increase your email open rate with machine learning and scale your business!

More to come…

This article is the first of a three-part series where you can learn about the potential use cases of the AI-powered workflow optimization. In the next one, you can take a look at how the multi-armed bandit can increase your conversions during user onboarding. After that we show you how to build a more loyal customer base and increase upsells by testing the body copies of your lifecycle emails.

Stay tuned!

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Send emails at the right time, to the right people with the right message. Get started now!

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