Constant Contact customers can easily add a sign-up form to any page of their website to make it easy for people to opt in to their list. Find out how.<\/a><\/p>\n Your emails may have incredible open rates<\/a>, but if they don\u2019t include a compelling call to action (CTA), you\u2019ve wasted a great headline. Because CTAs are the most crucial component in driving email conversions, our team here at WordStream has devoted a great deal of time and research to crafting persuasive CTAs<\/a>. However, we don\u2019t just guess whether or not they will be a slam dunk with our target audience \u2014 we test.<\/p>\n At this point we\u2019re pretty good with the predictions, but there are definitely times that we miss the mark. To avoid these frustrating flops, we now test all new CTA\/offer ideas on PPC landing pages before we use them for emails. This strategy is fairly low-risk because it doesn\u2019t hit a huge group of people at once. Instead, we can monitor their behavior and pivot quickly if the test does not yield positive results.<\/p>\n A few years ago, our go-to CTA was \u201csign up for a free trial of WordStream Advisor.\u201d Definitely not the most star-studded offer, but we felt like it was getting the job done just fine. Then, we had the brilliant idea of building the AdWords Grader<\/a>, a free tool that analyzes an AdWords account and spits out a report card showing users exactly which sections of their account need a little extra love.<\/p>\n We were pretty confident that \u201cGet Your FREE Report Today\u201d would be a more compelling CTA, since the offer was directly in-line with the help most people were looking for, but plenty of people were skeptical of the change. We knew that rolling it out across the board was a risky move, so instead we opted to test the waters by running it in a paid search campaign. At a 5X conversion rate, results were so stellar that we had all of the data we needed to get the green light to offer it in our email campaigns.<\/p>\n You can test different calls to actions in your email marketing, as well. With an email marketing service like Constant Contact, you\u2019ll have access to valuable metrics like opens and clicks to see how you\u2019re different calls to action are performing. Learn more.\u00a0<\/a><\/p>\n Identify-based marketing is all the rage nowadays. In fact, now that it\u2019s available on various networks, our founder Larry Kim goes as far as to say that it\u2019s \u201cthe most important trend happening in PPC today.\u201d I must admit, I\u2019m inclined to agree. It\u2019s the perfect convergence of PPC and email marketing.<\/p>\n Here\u2019s how it works:<\/p>\n Advertisers can upload targeted email lists<\/a> into AdWords (through Customer Match<\/a>), Twitter and Facebook to serve ads\/establish bids that are customized specifically for that prospect segment.<\/p>\n If you\u2019re currently running email marketing campaigns, you\u2019ve probably already segmented them into specific groupings based on their stage of the purchase journey. You can export these lists from your email marketing accounts and reuse them for your PPC campaigns and voila, you\u2019ve cut a huge chunk of time out of the setup process!<\/p>\n As tempting as it is to pummel your prospects\u2019 inboxes with offers, it usually just earns you an \u201cunsubscribe\u201d or an \u201cautomatically move to junk mail\u201d label. In fact, I have refused to talk to sales guys who clutter my inbox, even if I was originally completely gung-ho about their product. That said, data shows that people are more likely to follow through with a purchase if they see a brand\u2019s name repeatedly. This creates a tough challenge for email marketers, who are desperate to keep their brands top-of-mind for prospects without driving them crazy.<\/p>\n Rather than spamming their inboxes to stay fresh in prospects\u2019 minds, run remarketing campaigns<\/a> so your ads appear while they are browsing the internet (you can target anyone who has visited your site!). These ads are less intrusive than emails and have proven to be incredibly effective. As you can see below, the more someone sees these ads, the more likely they are to complete a conversion.<\/p>\n If you rely on remarketing for branding purposes, it\u2019s safe to reduce your email frequency. Prospects will no longer be jaded by your incessant emails and will be more likely to read the few high-quality messages that you send.<\/p>\n2. Test your calls-to-action and offer with paid search<\/h3>\n
![\"WS2\"](\"https:\/\/ci6.googleusercontent.com\/proxy\/j75UGs1JXabKitXS3pXnDxHwKDEC16_Hzg0g86dQaXhP_5sJE041NijYXqcQH7CfILBfiUPvb22dhdBddJiPsueV1QyHZ5BLRvA2QDZCmS9ZPj-uuOyxRtE=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/WS2.png\" "\\"\\"")
<\/p>\n3. Upload your email lists to run identity-based PPC ads<\/h3>\n
4. Leverage remarketing ads to hammer your offer home<\/h3>\n
![\"WS3\"](\"https:\/\/ci5.googleusercontent.com\/proxy\/--hudQs2qfibC3ec0CDBFUnr0LxemFu9aKiGLMatlTqon68hK_FcHm1wLhfBv3psCWbOLBOC2BWEctkcpCvT8VLl9exy4gdNY7Z7scSiXg8GSWj7QOKGm6o=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/WS3.png\" "\\"\\"")
<\/p>\n![\"ws](\"https:\/\/ci3.googleusercontent.com\/proxy\/EA43Vvo6jE66GD5qjzP2RgwQ6WmbQ-bNOed4ggntAkhUJuA3FeKRZa2ol-zHftVqqY7XSxnIsxr4TPlomgHnM6QslFdYDXI5TVMTppSoXQkdo1I_9thlwStkMVa93A=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/ws-chart.png\" "\\"\\"")
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![\"ws4\"](\"https:\/\/ci6.googleusercontent.com\/proxy\/tOpSBUrjoSwIATrxKC1YpnFe7_Kb4UKDZ-LU9XkPrJVwuQ3SzbGRpM3Eni6dyLwjv4ySoGCCJQ1GkAScEtkdAE4Q8YxOGrL8pQFMh1dhTJJOrYApsJiMYal1m_sO24jlWw=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/ws4-600x400.jpg\" "\\"\\"")
<\/p>\n![\"WS6\"](\"https:\/\/ci3.googleusercontent.com\/proxy\/A4V0E2dBsu1063hK6QCWrJuIhE5ph6tWfJmJ9AWGPNaMyeOWgMUrQIzl_jNRvevRbB2dzg9ghrOeDw8aqvb_w6sJh3aMJe_wQo1p77r2s65Wt80ovwUpSQA=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/WS6.png\" "\\"\\"")
<\/p>\n![\"WS7\"](\"https:\/\/ci3.googleusercontent.com\/proxy\/Pjllwi1viHAhwWOJIXsTtiQJtwjg3Cf5txkRA12BctsPx9tbGfnDplOD3tXoyH5EBsABtTBcAHUY5DHdgcZh7GTgK1m_Q3fHRXEqIIkJQN8bVmL9tWa41Ik=s0-d-e1-ft#http:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2015\/11\/WS7.png\" "\\"\\"")
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