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In the competitive world of e-commerce, higher visibility in search engine results is a must for Shopify stores. It can drive more organic traffic, increase sales, and boost brand recognition. Here, we’ll explore the top five techniques to improve your Shopify store’s visibility in SERPs.

1. Optimize On-Page SEO

Keyword Research

It all starts with keyword research, which helps in the identification of terms used by potential customers when looking for products. You can try Google Keyword Planner, SEMrush, or Ahrefs-like tools. These will help you discover relevant keywords while considering search volume and low competition.

Title Tags and Meta Descriptions

For each page of your Shopify store, ensure there exists a unique and descriptive title tag along with meta description. When you stick to this, you help search engines understand your store’s content as well as increase click-through rates.

Header Tags and Content Structure

You can use header tags (H1, H2, H3) to structure your content logically. Here, H1 tag can be used to write the main title/ heading of your page. Rest, H2, and H3 can be used for secondary headings. This helps search engine understand the significance of each section of your content.

Image Optimization

Visual optimization cannot be overlooked at any cost as these play a crucial role in the ecommerce industry. For each image, you have to use a descriptive file name and alt text. This way, you make search engines aware of the visual. Image optimization also contributes in improving store’s visibility in search results (while looking specifically at image search results). Additionally, compressed images improve page load speed, which is a ranking factor for Google.

2. Improve Page Load Speed

Fast-Loading Themes

Choose a fast-loading Shopify theme. Fortunately, the platform offers a variety of themes, some of which are better optimized for speed than others. While selecting, look for lightweight and well-coded themes. Even top-performing Shopify SEO firms suggest choosing fast-loaded themes as the first step.

Optimize Images and Videos

Beyond any doubt, large media files slow down the website. Use tools like TinyPNG or ImageOptimize to compress images without losing quality. For videos, consider using a third-party hosting service like YouTube or Vimeo to reduce the load on your server.

Leverage Browser Caching

Browser caching can improve load times for repeat visitors. This technique stores static files (like images, CSS, and JavaScript) on the user’s browser, so they don’t have to be reloaded every time the user visits your site.

Minimize HTTP Requests

The more elements present on your store, the higher HTTP requests will be generated. But when you keep only required elements, HTTP requests are also minimized. This includes combining CSS and JavaScript files, using CSS sprites for images, and removing unnecessary plugins and apps.

3. Build High-Quality Backlinks

Guest Blogging

Guest posting is a top technique for securing valuable backlinks. Reach out to blogs and websites that your target audience visits. There, you can offer to write a blog post and in return, you will get a link to your Shopify store.

Influencer Partnerships

Collaborate with influencers in your industry. Influencers can provide valuable backlinks through their websites and social media profiles. This not only improves your SEO but also drives targeted traffic to your store.

Create Shareable Content

Content that provides value, such as comprehensive guides, infographics, and research reports, is more likely to be shared and linked to by others. Invest time in creating high-quality, shareable content that can earn organic backlinks.

Monitor and Disavow Toxic Backlinks

With the help of Google Search Console and Ahrefs, you can monitor the backlink profile of your store. While using these tools, if you identify any toxic or spammy link, you better disavow that.

4. Utilize Social Media

Active Social Media Presence

One more way to get your target audience‘s attention is staying active on social media. Regularly posting engaging content there can drive traffic to your store and improve your brand’s visibility.

Social Sharing Buttons

Make your content shareable. To ensure this, you can add social sharing buttons. Using these buttons on product pages and blog posts will help you reach more followers, increasing the store’s visibility and generating more backlinks. 

Social Proof and Reviews

The customer purchased the product, great!  After that, encourage them to leave reviews and share their experience on social media. Positive reviews and user-generated content can enhance your store’s credibility and attract more visitors

Social Media Ads

Paid ads on social media platforms drive traffic to the store. True, but this traffic is not organic. But, it can improve your store’s overall visibility and lead to higher rankings for some time.

5. Focus on Mobile Optimization

Mobile-Friendly Design

Ensure that your Shopify store is mobile-friendly. Google uses mobile-first indexing, meaning it primarily indexes you based on your site’s mobile version. Choose a responsive theme and test your site’s mobile usability with Google’s Mobile-Friendly Test tool.

Accelerated Mobile Pages (AMP)

Implement AMP to create fast-loading mobile pages. AMP is a web component framework that allows you to create user-first websites and ads. While it is not a direct ranking factor, faster page load times can improve user experience and potentially boost your rankings.

Mobile-Optimized Checkout

Streamline the mobile checkout process. A complicated or slow checkout process can lead to cart abandonment, negatively impacting your sales and SEO. Simplify forms, enable guest checkout, and optimize payment gateways for mobile users.

Voice Search Optimization

Voice search is in trend these days. So, optimizing your site for voice queries also becomes important. Generally, these queries are longer and more conversational. But by identifying long-tail keywords, you can optimize your site even for voice search queries. 

Conclusion

Improving your Shopify store’s visibility in SERPs is a multifaceted process that involves on-page and off-page SEO techniques, enhancing page load speed, leveraging social media, and focusing on mobile optimization.

By implementing these strategies, you can increase your store’s organic traffic, improve your search engine rankings, and ultimately boost your sales.

But yes, stay updated with the latest trends and periodically optimize your store. This will ensure long-term success for your brand in the ever-evolving world of e-commerce.

Featured image by Roberto Cortese on Unsplash

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In today’s fast-paced world, modernising your compensation system in HRM is more important than ever. A well-structured compensation system helps attract top talent and keeps your current employees happy and motivated. 

By staying updated with the latest trends in HRM and best practices, businesses can ensure they are competitive and appealing to both prospective and existing employees.

In this blog, we will explore the latest trends, discuss different types of compensation, and share best practices to help you upgrade your system. So, let’s get started on this journey to a more effective and modern compensation system in HRM!

Basics of Compensation Systems in HRM

A compensation system in HRM is a critical component that directly influences employee satisfaction and organisational success. Essentially, it encompasses all the monetary and non-monetary rewards employees receive in exchange for their work. This system includes salaries, bonuses, benefits, and other perks that motivate and retain employees.

A well-designed compensation system in HRM ensures fairness, aligns with company goals, and complies with legal standards. It helps create a positive work environment, fosters employee loyalty, and enhances overall productivity. Understanding and implementing an effective compensation system is key to organisational success.

Types of Compensation in HRM

Understanding the various types of compensation is essential for designing a comprehensive and effective compensation system in HRM. Compensation can be broadly categorised into direct and indirect forms, each serving different purposes in motivating and rewarding employees.

Here are the main types of compensation in HRM:

Base Salary

Base salary, or base pay, is the fixed amount of money an employee receives regularly, typically monthly or bi-weekly. It is the core component of an employee’s compensation package and includes no additional bonuses, benefits, or other incentives. 

Various factors, including job role, industry standards, experience, and qualifications, determine base salary. A competitive base salary is essential for attracting and retaining talent, as it provides employees with financial stability and a clear understanding of their earnings.

Bonuses

Bonuses are additional payments given to employees on top of their base salary, typically as a reward for achieving specific goals or performing exceptionally well. They can be awarded annually, quarterly, or on a project basis and are often linked to company performance, departmental success, or individual achievements. 

Bonuses serve as a powerful motivator, encouraging employees to exceed expectations and contribute to the organisation’s success. They also provide a tangible way to recognise and reward hard work and dedication.

Commission

The commission is a type of variable pay commonly used in sales roles. Employees earn a commission based on their sales performance, usually calculated as a percentage of their sales. This type of compensation directly links an employee’s earnings to their productivity and success in driving revenue for the company. 

Commission structures can vary, with some offering a base salary plus commission and others entirely commission-based. This approach incentivises employees to maximise their sales efforts and achieve higher targets.

Profit Sharing

Profit sharing is a component of the compensation system in HRM where employees receive a share of the company’s profits, typically distributed annually. This form of compensation aligns employees’ interests with the company’s financial success, fostering a sense of ownership and commitment. 

Profit-sharing plans can be structured in various ways, such as cash distributions or contributions to retirement plans. By sharing profits with employees, companies can enhance loyalty, boost morale, and create a more engaged and motivated workforce.

Stock Options

Stock options give employees the right to purchase company shares at a predetermined price, usually lower than the market value. This type of compensation is often used to attract and retain top talent, especially in startups and high-growth companies. 

Stock options allow employees to benefit from the company’s future success and growth. As the company’s stock value increases, employees can potentially realise significant financial gains, aligning their interests with long-term company performance.

Overtime Pay

Overtime pay is additional compensation given to employees who work beyond their standard hours, typically defined by labour laws or company policies. This pay is usually calculated at a higher rate than regular pay, such as time and a half or double time. 

Overtime pay compensates employees for the extra effort and time they invest in their work, ensuring they are fairly rewarded for their contributions. It also helps manage workloads and maintain productivity during peak periods or when extra labour is required.

Benefits and Perks

Benefits and perks are non-cash components of the compensation system in HRM that provide additional value to employees. They can include health insurance, retirement plans, paid time off, wellness programs, tuition reimbursement, and various other employee benefits. 

Perks might include flexible working hours, remote work options, on-site amenities, and professional development opportunities. These offerings improve the overall compensation package, improve employee well-being, and contribute to job satisfaction and retention.

Non-Monetary Compensation

Non-monetary compensation includes rewards and recognition that do not involve direct financial payments. Examples include employee recognition programs, awards, career development opportunities, and a positive work environment. 

Non-monetary compensation can significantly impact employee motivation and engagement by making them feel valued and appreciated. It emphasises the importance of creating a supportive and inclusive workplace culture where employees’ efforts are recognised and celebrated, contributing to their overall job satisfaction and loyalty.

5 Current Trends and Best Practices in Compensation Management in HRM

The landscape of the compensation system in HRM is continuously evolving, driven by changes in technology, workforce expectations, and global economic conditions. Staying ahead of these trends is essential for businesses aiming to attract and retain top talent. 

Here are five current trends in compensation management in HRM:

Pay Transparency

Pay transparency involves openly sharing information about salary structures, pay ranges, and compensation policies with employees. This trend is gaining momentum as businesses recognise the benefits of fostering trust and transparency within the workplace. 

By being clear about how compensation decisions are made, companies can reduce pay disparities, enhance employee satisfaction, and promote a culture of fairness. Additionally, transparency in pay practices helps employees feel more valued and informed, leading to increased motivation and productivity.

Performance-Based Compensation

A performance-based compensation system in HRM links employees’ pay directly to their performance and contributions to the company. This trend motivates employees to achieve higher productivity levels and align their goals with organisational objectives. 

Performance-based incentives, including bonuses, stock options, and profit-sharing, reward employees for their hard work and results. By recognising and rewarding high performers, companies can drive a culture of excellence and continuous improvement, ultimately leading to better business outcomes.

Flexible Benefits Packages

Flexible benefits packages offer employees the ability to choose from a range of benefits that best suit their individual needs and preferences. This trend acknowledges that a one-size-fits-all approach to benefits may not be effective in today’s diverse workforce. 

Flexible benefits might include options such as healthcare plans, retirement savings, wellness programs, and work-from-home arrangements. By providing flexibility, employers can attract and retain a diverse workforce, enhance employee satisfaction, and meet the varying needs of their employees.

Use of Technology and Analytics

The use of technology and analytics in compensation management is revolutionising how companies design and administer their compensation systems. Advanced software and analytical tools enable HR professionals to gather and analyse data on employee performance, market trends, and compensation benchmarks. 

This data-driven approach allows for more informed decision-making and ensures that the compensation system in HRM is competitive and aligned with business goals. Technology also streamlines administrative processes, making compensation management more efficient and accurate.

Focus on Equity and Inclusion

Focusing on equity and inclusion in compensation management ensures that all employees are paid fairly and without discrimination. This trend addresses systemic issues related to gender pay gaps, racial disparities, and other forms of inequality in the workplace. 

By implementing an equitable compensation system in HRM, companies can foster a more inclusive environment where all employees feel respected and valued. Promoting equity and inclusion in compensation not only helps attract and retain diverse talent but also enhances the organisation’s overall reputation and social responsibility.

What’s the Takeaway?

Modernising your compensation system in HRM is essential for keeping your organisation competitive and your employees motivated. By understanding and implementing current trends, exploring various types of compensation, and adopting best practices, you can create a system that attracts and retains top talent. 

Remember, a well-structured compensation system in HRM not only enhances employee satisfaction but also drives your company’s success. Start making these changes today, and see the positive impact on your workforce and overall business performance.

Featured image by Parker Byrd on Unsplash

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Passwords are frustrating. They’re hard to remember and easy to steal. Add to that the security best practice of requiring strong, unique passwords for every website… and we’re left with a recipe for frustration and vulnerability. 

Yet, as our world becomes more digitized, the need for robust online security has never been greater. This is where secure authentication methods and password managers come to the rescue. 

Let’s unravel the secrets of secure authentication to understand how to protect ourselves in this evolving digital landscape.

What is secure authentication?

Secure authentication is the process of proving you are who you claim to be when accessing an online account or service. This process establishes trust and grants access to sensitive information or resources, including your bank account, email, or company intranet.

It’s the equivalent of entering a combination into a locked safe or showing your ID at the bank when you want to make a withdrawal.

Importance of secure authentication

Authentication is essential to online security and modern life for multiple reasons:

• Prevent data breaches: Secure authentication safeguards against unauthorized access that can lead to data breaches and identity theft. According to IBM research, major data breaches can cost companies over $4.4 million each.
• Uphold trust: Businesses rely on secure authentication to comply with data protection standards and regulations, such as the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Health Insurance Portability and Accountability Act (HIPAA).
• Protect brand reputation: A strong stance on cybersecurity is necessary in today’s digital society, which directly impacts brand reputation. Recent hotel trends and trends in other industries have found that brand reputation is becoming more critical than ever. Consequently, having secure authentication to protect guests’ data like their ID, Social Security numbers, and credit card details in hotel property management systems (PMS) is essential to maintain a strong brand reputation.
• Avoid lawsuits: Any professional services that handle sensitive client data must have secure authentication in place. States have different data security laws and what to do in case of a breach.

Forms of secure authentication

There are many ways to ensure robust and reliable authentication for online accounts and other systems:

#1 Password-based authentication

People have been using password authentication since 1961 when MIT computer science professor Fernando Corbato created the first computer password. This familiar method relies on a username (usually an email address) and password combination and is the most common form of user authentication used today.

This form of authentication falls under the “something you know” category. Popular passwords have several downsides, including being hard to remember and allowing anyone who knows your password-free access to your data.

Passwords are vulnerable to phishing scams, social engineering attacks, and brute-force attacks, especially if you use weak passwords or reuse the same password across sites. Consequently, a core part of online security relies on using unique, strong, secure passwords for every online account and app you use.

#2 Passwordless authentication with passkeys

Secure passwords are, by definition, hard to remember, which is an inconvenience, making passwordless authentication attractive. There are multiple ways to authenticate users without a password, but passkeys are getting all the attention.

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Passkeys use cryptography to eliminate the need for traditional passwords, making your accounts less susceptible to social engineering attacks, phishing, and other attacks. They also destroy the need to remember passwords since they’re created and stored on each device you use and verified “under the hood” without human intervention.

#3 Biometric scans

These fall under the “something you are” category. Biometric authentication includes facial recognition, fingerprint and iris scans, voice recognition, etc.

(Image generated with Gemini Advanced)

Biometrics help prevent phishing ?and social engineering attacks and are almost invulnerable to brute-force attacks.

While convenient, these methods have limitations when used alone and are usually used in tandem with other forms of identity verification.

#4 Token-based authentication

Tokens add a valuable layer of security because they require something you physically have. There are two main types:

• Hardware tokens: These are dedicated devices that generate temporary authentication codes. They can appear as key fobs, USB sticks, or smart cards.
• Software Tokens (Authenticator Apps): These are apps installed on your smartphone or computer to generate similar temporary codes used in two-factor authentication or multi-factor authentication (more on that below).

#5 Certificate-based authentication

Digital certificates are like digital passports issued by trusted authorities called Certificate Authorities (CAs) using public-key cryptography. They verify the identities of individuals, websites, and devices.

Certificate-based authentication is often used in enterprise networks, secure websites (like banks), and secure email communications.

#6 Multi-factor authentication (MFA)

Multi-factor authentication is the answer to the weaknesses of using the forms mentioned above for authentication separately. It adds extra layers of protection by requiring more than one factor to prove your identity.

The basic idea behind MFA is to provide:

• Something you have (like a personal computer or a mobile device)
• Something you are (a form of biometric authentication).
• Something you know (like your password)

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Two-factor authentication (2FA) is the most common type of MFA, requiring just one additional factor for an increased level of security (therefore, you need only two factors).

Password managers and secure authentication

A password manager is like a digital vault to keep your sensitive login information, like your passwords, safe. However, password managers today do much more than just store these details? — ?they’re critical tools for embracing secure authentication practices.

Password managers help you avoid weak, reused passwords, empowering you to adopt the strongest security methods.

How do password managers work?

At their core, all password managers help you:

• Store credentials securely: Your passwords are protected in an encrypted vault, accessible only with a master password and often additional security factors. Most offer unlimited password storage in heavily encrypted form using military-grade encryption algorithms like AES-256-bit or XChaCha20 encryption.
• Generate strong passwords: Password generators can create long, unique, and complex passwords for your accounts. They remove the guesswork and frustration and improve the user experience when using passwords.
• Autofill login forms: Another core password manager feature is they can directly fill in your login credentials on websites and apps, making the sign-in process faster and smoother.

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Most popular password managers also offer other basic features, such as browser extensions for all major browsers and dark web monitoring.

Premium features of password managers

Many password managers offer premium plans like individual, family, and business plans that unlock additional advanced features. Some of these additional features include:

#1 Multi-factor authentication (MFA)

As explained above, MFA adds that extra layer of protection to your password vault by requiring additional factors alongside your master password.

#2 Passkeys

Premium password managers often provide passkey support, enabling seamless passwordless logins on websites and services that support this technology.

#3 Single Sign-On (SSO)

SSO simplifies the login process across multiple connected systems, which is a big help in business environments. SSO effectively outsources authentication to a trusted identity provider or IdP.

Some password managers offer seamless integration with popular identity providers like Okta, Auth0, OneLogin, or Azure AD. They make logging in with IdPs quick and easy, and the IdP then signs you into all other connected services.

#4 Authentication apps

Some top-tier password managers can double as authenticator apps. This means they can generate temporary codes like one-time passwords (HOTPs and TOTPs) for 2FA and MFA.

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Strong passwords are no longer enough

In our digital world, secure authentication is no longer optional? — ?it’s critical.

The key is finding methods that work for you, protect your data, and give you peace of mind. Secure password managers make using strong authentication seamless. They improve our digital lives by allowing us to explore passwordless options or implement multiple security layers to avoid security breaches.

Featured image by rc.xyz NFT gallery on Unsplash

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Writing emails can be a tedious task, especially when you also have to measure their performance metrics and manage overflowing inboxes. Not only is it time-consuming but also requires intense focus, slowing your workflow. 

Enter generative AI — a transformative technology that is revolutionizing the way you can craft messages that resonate deeply with the recipients. It can help you create unique email content and get the most out of your email marketing investment. However, while it can be a helpful tool, unmanaged use can hurt your open and conversion rates.

In this guide, we’ll explore how you can use generative artificial intelligence to supercharge your email writing efforts, without sacrificing the personalized, human touch.

What is generative AI? 

Generative AI, or Generative Artificial Intelligence, is a cutting-edge technology in the field of AI that leverages machine learning to create unique content. This AI system is trained on vast datasets to identify patterns. With this knowledge, it combines information from various sources to generate fresh outputs, such as images, audio, videos, and more.

Suppose you need tons of different memes and GIFs to promote a new product launch across Instagram, Twitter, and Reddit. Just give the AI the product details, messaging, references to current meme trends, and guidelines. It will churn out fresh, random, and shareable meme content in no time. 

Some examples of generative AI copilots for business include Open AI’s ChatGPT, Google’s Gemini, Microsoft’s Bing, and more. 

Why should you use generative AI in email writing? 

Picture this: You’re an email marketer, responsible for creating email campaigns month after month to showcase your company’s products and services. Each email must hit the right notes, resonating with your audience and encouraging them to take action. However, manually writing all of those emails from scratch can be daunting and time-consuming, leaving you drained of creativity. 

This is where generative AI can be a game-changer for email writing. It’s like having a highly skilled copywriter at your fingertips — capable of crafting fresh, engaging email content in seconds.

Suppose you need to create an email series promoting a new line of eco-friendly home goods. Simply feed the generative AI tool, like ChatGPT, with details about the product features, your brand voice, the target customer demographics, and any specific messaging or calls-to-action you want to include. The AI tool would generate multiple variations of email copy seamlessly, making your job a breeze. 

This way, you can free up your time and creative energy to focus on other aspects of your marketing strategy. Plus, say goodbye to writer’s block and hello to effective email campaigns that drive results. Not only that, you can ensure consistency in tone, style, and messaging across all your email communications, strengthening your brand identity.

4 tips to use generative AI to write emails 

Let’s discover how you can leverage generative AI to write standout emails that captivate your audience.

Research your prospects 

The more the AI tool understands your prospects’ businesses, roles, pain points, and preferences, the more accurate and impactful it can make the email content. 

If you’re emailing marketing managers at e-commerce brands, provide the AI with common challenges they face like driving website traffic, increasing conversions, and standing out from competitors. Also, provide a few samples of their marketing lingo, past campaign examples, and preferred content styles. 

Or, for construction company leaders, equip the AI tool with the key ingredients — project management woes, labor shortages, bidding complexities, and the no-nonsense communication style of the construction world.

Feeding AI with generic prompts with no specific context results in outputs that miss the personal touches. But when you take the time to research your prospects’ profiles and personas, you enable AI to create a masterpiece — that truly captures your audiences’ interests.    

Craft detailed prompts

Just like a talented chef can create a perfect dish if given the right ingredients and recipe, generative AI assistants need detailed, thoughtful prompts to produce top-notch email content. It’s not enough to offer vague instructions and expect exceptional results. 

For example, a prompt for a sales email might go like this: 

“Write an email highlighting our inventory management software‘s automation features that minimize human error. Use straightforward language that emphasizes the efficiency and cost-saving benefits. Appeal to operations managers’ frustrations with missed shipments and incorrect orders with a sense of understanding but also confidence that our solution can solve their problems quickly. End with a crisp call-to-action to book a demo.”

With such a descriptive prompt, AI knows the key value proposition to outline, the audience’s pain points to tap into, the ideal voice and vocabulary, and the closing call-to-action. 

And the best part? Crafting such detailed prompts is less time-consuming than writing the entire email from scratch. AI does the heavy lifting based on your prompts. So, not only do you get desired outputs but you also save time and effort in the content creation process. 

Here’s what happened when I asked ChatGPT to create a sales email using the above prompt: 

Edit the output 

Generative AI is powerful at producing initial drafts — it captures all the main elements, structure, and messaging. But, you can’t treat them as final, ready-to-publish pieces as they still lack the human touch required to truly resonate with audiences. 

It’s the job of marketers and writers to add that authenticity to emails.

Analyze the AI output through the lens of your brand’s unique voice, tone, and communication style. Does the phrasing accurately capture your brand tone? Are there opportunities to inject more personality or on-brand language?

It’s also crucial to tweak areas to better align with your prospect’s pain points, objections, technical know-how, and industry lingo. Plus, ensure a cohesive, logical flow and narrative throughout. 

On top of that, add supportive details, such as customer examples and research stats to add further credibility. The AI tool alone can’t always make those types of insightful additions.

Finally, no piece of marketing content is complete without clear calls to action. While you can prompt the AI to include CTAs, make sure those CTAs are phrased compellingly and dropped in at just the right moments to drive action.

The key is to treat AI-generated drafts as a starting point, not the final destination. You have to put in the work to make sure that content is 100% original, on-brand, and tailored to your specific audience. That means running those AI outputs through plagiarism checks, cross-referencing with your existing content, and making sure every line is fresh and unique.

This way, you can level up the AI outputs and create brand-savvy pieces that click with audiences.

Generate compelling subject lines

Crafting a compelling subject line is like choosing the perfect door for your home — it sets the tone and creates anticipation for what’s to come. It either intrigues recipients to open your email or causes them to simply walk on by. 

Having numerous subject line options is crucial as it enables you to see your main message from different creative perspectives. That’s where generative AI can be a powerful tool. 

Don’t just ask the AI to “generate subject lines.” Give it clear guidelines like:

• the topic, 
• value proposition, 
• desired tone (curiosity-inducing, urgency-driven, etc.),
• common marketing pain points (driving traffic, increasing conversions),
• marketing jargon users are familiar with, and
• examples of high-performing emails/subject lines from competitors.

The more context, the more relevant its outputs.

Let’s say you’re promoting a new video conferencing app targeted at remote workforce managers. You could prompt the AI like:

“Generate 15-20 subject line options for an email promoting our video conferencing app to managers of distributed teams. The subject lines should pique curiosity about the app’s screen-sharing, recording, and virtual whiteboarding features for more interactive remote meetings. Use a casual, conversational, and slightly playful tone.”

Within seconds, the AI could output various subject line ideas such as:

The AI will generate some subject line ideas you love and some that miss the mark. You can pick the best parts and have the AI combine or rephrase them into new options that resonate with your audience. 

Or provide feedback prompts like “I love the virtual meeting one, give me 10 more suggestions on that concept.” The AI will regenerate more options aligned with your feedback.

Once you’ve narrowed it down to your top subject lines, run A/B tests to see which version performs best at driving opens and engagement for that audience segment. The more specific audience data and human feedback you can provide, the better the AI will become at generating subject lines tailored to drive action. 

Final thoughts 

Generative AI is a game-changer for email marketing. It’s like having a personal writing assistant that can pump out killer content within seconds. Just feed your AI a few prompts, and you’ve got a solid draft ready to go that resonates with their target audience and drives meaningful engagement.

However, using AI for email writing comes with its challenges. 

Sure, it can generate catchy subject lines and on-brand content, but you need that human touch to truly connect with audiences. Additionally, AI may struggle with context and relevancy, particularly in highly specialized or niche industries. 

And, there’s always a risk of over-reliance on AI, leading to a lack of creativity and originality in email content. That’s a surefire way to turn off your audience and reduce your engagement rates. 

So, don’t sleep on the power of generative AI, but also don’t forget to keep that human touch strong to deliver impactful email campaigns.

Featured image by Debby Hudson on Unsplash

The post 4 Tips for Using Generative AI to Write Emails appeared first on noupe.

Modern consumers are digitally literate, highly-savvy customers who can spot false advertising and seek authentic brands that support social causes. This sentiment is echoed by data collated by the Harvard Business Review, which shows that 70% of consumers say companies should make the world a better place,  and that 25% say they will not buy from unethical businesses. 

Most American consumers also say businesses should support key social, environmental, and political issues. However, 54% say they’ve chosen to stop buying from a business because of their stance on divisive issues. This highlights the complexity of the challenge facing marketers today. 

As a marketer, you can build your appeal amongst modern consumers by supporting popular causes that align with your environmental, social, and governance (ESG) goals. This will help you build a brand based on authenticity and will ensure that you sidestep accusations of greenwashing or deception. 

Collecting Consumer Data

The way consumers buy from businesses is changing. Today, more Americans use smartphones, laptops, and tablets to shop, and one in three Americans use their smartphone to shop every week. The migration towards online shopping is great news for marketers, as it makes it that much easier to gather relevant consumer data for your brand. When collecting consumer data, focus on gathering insights like: 

• Identifying information like names and email addresses 
• Engagement metrics like average time on page, bounce rate, and pages per session 
• Demographic data to aid segmentation efforts
• Relevant lead scoring metrics like traffic source, pages visited, and sign-ups for webinars or discounts 

Collecting this information will help you understand your customers and will aid your efforts to create a relevant, engaging campaign for prospective customers. For example, if you discover that your consumer base is typically younger folks who arrive from social sites like Instagram, you may want to create an influencer marketing campaign to capture the attention of prospective consumers. 

You can also use consumer data to better understand your customer’s opinions on topics like sustainability and social causes. This is key, as throwing your weight behind an issue like climate change can increase customer loyalty and help you create a stronger connection with your consumers. 

Sustainability

Championing sustainability is increasingly important for brands that want to connect with younger customers. Developing progressive policies to combat global warming can make your business more resilient in the face of climate events like droughts, floods, and storms. 

Showing that you’re serious about sustainability and climate resilience can aid reputation management efforts, too. Consumers are increasingly concerned about the state of the climate and will back businesses that are open about their impact on the world at large. Sharing the progress of your efforts via social media, press releases, and sustainability reports can deepen your connection with climate-conscious consumers and will serve you well in years to come. 

However, before you start rebranding your firm as eco-friendly and buying green boxes for your products, you need to ensure that your company is genuinely sustainable. Failing to take meaningful steps to reduce your carbon footprint will draw the ire of savvy consumers who can spot the signs of greenwashing. Rather than obscuring your actual impact, be honest about your shortcomings and provide transparent data about your current impact. This will help you build trust and aid your efforts to build a more climate-conscious company. 

Community Connection

Connecting with your local community is a great way to raise the profile of your brand and build a positive buzz around your business. Hosting community events like clean-ups and barbecues is a great way to enhance your reputation as a socially responsible company in the area, too. You can master community event marketing by: 

• Define your goals and create a timeline for your event to ensure that you secure venues, partners, and sponsors before publicly advertising the event. 
• Identify your audience and use targeted messaging to connect with the customers you’d like to see at your event. 
• Explore new marketing channels like radio stations and local newspapers to build interest in the local area. 
• Seek sponsors and partnerships to raise your profile and generate funding for your event. 
• Use data collection strategies like email marketing to send attendees post-event surveys. 

Following these steps will build interest in your event and help raise the profile of your business. Partnering with well-regarded charitable organizations can aid your efforts to create a trustworthy, community-oriented brand image in the area, too. This is crucial if you’re new to the area and want to engage modern consumers who care about supporting socially responsible businesses. 

Omnichannel Marketing

Omnichannel marketing is a cost-effective way to connect with your consumers over whatever channel they prefer. Embracing omnichannel marketing is crucial if you work with a wide range of demographics and need to appeal to both those who prefer to shop in person and those who like making purchases online. 

You can start utilizing omnichannel marketing by creating campaigns that foreground your company’s values. Marketing with values in mind is a great way to boost the effectiveness of your omnichannel efforts, as you’ll be able to reuse the same graphics, quotes, and statistics across a wide range of marketing materials. 

Ideally, these omnichannel strategies should integrate seamlessly with one another. For example, if a consumer buys a product from your brick-and-mortar store, you should be able to record that purchase on your CRM just as if they’d bought from your online site. This increases the accuracy of your data and gives you a deeper understanding of modern consumer preferences. This is an approach championed by big brands, too, including: 

• Nike: Nike uses apps like the Run Club to record consumer’s use of their products and enhance the brand experience. This improves the brand visibility and helps them record key consumer data. 
• Sephora: Beauty giant Sephora uses in-app purchases and bookings to record customer behavior and recommend products to consumers. Folks who sign up for the app also receive loyalty rewards and exclusive deals. 
• Best Buy: Best Buy’s mobile app allows customers to scan a product’s barcode and buy it directly from their phone. This enhances the in-person shopping experience and aids their efforts to collect consumer data. 

Crucially, the apps that power your omnichannel marketing should enhance the consumer experience and add meaningful value to their lives. This means you may offer exclusive deals to those who sign up for your app, or utilize personalized marketing strategies to help shoppers find the products they’re looking for. 

Conclusion

Building your appeal amongst modern consumers requires a data-driven, sustainable approach to marketing. You can’t expect to land loyal customers if you don’t provide a top-notch customer experience and should be prepared to invest in the community when you open a new store or want to build a buzz around a new product. This will enhance your efforts to engage modern consumers and will supercharge your next marketing campaign. 

Featured image by Jason Goodman on Unsplash

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