I think we can all agree that digital marketing is constantly changing and evolving. The platforms we use for campaigning (mailing lists, social media, etc.) are becoming more sophisticated every year, and with every new update comes a new set of challenges. One of the biggest changes in recent years is how mobile devices are impacting our engagement with potential customers. In 2018 alone, online activity via mobile devices surpassed that of desktop computers. As a digital marketer myself, this evolution has been exhilarating and, at times, overwhelming.
Why Mobile Devices Are Changing Our Approach to Marketing
To stay relevant, marketers must continue adapting and evolving their methods of marketing to those of their target audience. From email outreach to social media, all digital marketing methods and tactics exist to serve and reach users where they are, whatever their device or platform. Just because one platform, like social media, is more prominent than others (e.., email or web browsing) does not mean it is more effective (or valuable) than others.
Since the beginning of the year, I’ve been experimenting with various AWeber campaigns to further understand how the platform operates and how I can utilize its capabilities to grow my email list and ultimately, my business.
What Is AWeber?
If you’re reading this, I assume you already know what AWeber is. For those of you who are wondering, AWeber is a commercial email marketing platform that specializes in segmentation, list building, and analytics. What sets it apart from other email marketing platforms is its focus on delivering a better customer experience by anticipating users’ needs and wants. For example, if a user signs up for your email list but doesn’t engage with your content within the first week, AWeber will automatically remove them from your list.
Can I Re-Campaign In AWeber?
I think we can all agree that digital marketing is constantly changing and evolving. The platforms we use for campaigning (mailing lists, social media, etc.) are becoming more sophisticated every year, and with every new update comes a new set of challenges. One of the biggest changes in recent years is how mobile devices are impacting our engagement with potential customers. In 2018 alone, online activity via mobile devices surpassed that of desktop computers. As a digital marketer myself, this evolution has been exhilarating and, at times, overwhelming.
To stay relevant, marketers must continue adapting and evolving their methods of marketing to those of their target audience. From email outreach to social media, all digital marketing methods and tactics exist to serve and reach users where they are, whatever their device or platform. Just because one platform, like social media, is more prominent than others (e.., email or web browsing) does not mean it is more effective (or valuable) than others.
Since the beginning of the year, I’ve been experimenting with various AWeber campaigns to further understand how the platform operates and how I can utilize its capabilities to grow my email list and ultimately, my business.
What Can I Do With AWeber?
If you’re reading this, I assume you already know what you can do with AWeber. For those of you who are wondering, AWeber is a commercial email marketing platform that specializes in segmentation, list building, and analytics. What sets it apart from other email marketing platforms is its focus on delivering a better customer experience by anticipating users’ needs and wants. For example, if a user signs up for your email list but doesn’t engage with your content within the first week, AWeber will automatically remove them from your list.
AWeber offers several distinct features that make it valuable and easy to use for anyone who is looking to build a commercial email list. To name a few:
- Simple to Use
- Customizable
- Segmented
- Attract
- Track
- Automated
- Get Satisfaction
- Free Upgrades
- Unlimited Archiving
Experimentation Is Valuable
Even though I’ve only just scratched the surface of what AWeber can do, I already feel empowered and excited about continuing my exploration. One of the reasons behind my excitement is the potential to gain valuable insight into how the platform functions. By taking the time to understand the ins and outs of AWeber, I will have the ability to draw more concrete conclusions about how to best use this tool for my own benefit. For example, I might discover that sending a weekly digest email containing fresh content is more effective than sending out a weekly email with the same content from months ago.
How Can I Utilize AWeber For My Benefit?
Since the beginning of the year, I’ve been experimenting with various AWeber campaigns to further understand how the platform operates and how I can utilize its capabilities to grow my email list and ultimately, my business. To date, I’ve sent out more than 25 different emails, and I’ve divided my experimentation into three distinct phases:
Phase One: Getting To Know You Better
In my first phase of experimentation, I wanted to learn more about my audience and determine each user’s needs and wants. From the moment they arrive on my website, I want them to feel that their needs and wants are constantly being met through engaging content.
To accomplish this, I crafted a number of different CTAs, depending on the device used by the reader (e.g., mobile, tablet, or desktop computer). Each CTA includes a compelling offer (e.g., free trial, discount, etc.) that is specifically tailored to that device’s user base. For example, a user on a mobile device will be shown a list of offers, while those on a desktop computer will be shown a summary of key performance metrics (e.g., signup, engagement, conversion, etc.).
Phase Two: Creating Engagement
Once I have a sense of each user’s needs and wants, I can begin to create engagement, drawing them into the action of signing up for my email list. To accomplish this, I’ve been experimenting with various email marketing tactics, looking for the one that will work best with AWeber’s segmented list building functionality.
Some of the things I’m exploring include:
- Automated email campaigns
- Regular email pushes
- Drip marketing emails
- List growth through a webinar
- Free shipping offers
- And more…
The key takeaway from my exploration of these AWeber experiments is that the platform gives me the ability to iterate and adjust. By taking the time to get to know my audience and design my offers around their specific needs and wants, I will be able to craft a more effective email strategy.
Phase Three: Delivering Results
Finally, in my third and most recent phase of experimentation, I’ve begun to look for concrete results. That is, rather than simply seeing how many people I can get to sign up for my email list, I want to know what actions (e.g., purchasing a product, making a donation, etc.) those users will take after being exposed to my brand.
To accomplish this, I’ve been looking at various metrics, including:
- Unsubscribe rates
- Engagement with content (e.g., webinars, FAQs, blogs, etc.)
- Conversions (e.g., from social media to email signup)
- And more…
From my exploration of AWeber, I believe that this commercial email marketing platform can be an invaluable asset to my business, enabling me to target specific audiences, build trust, and ultimately, generate more leads.