You’ve already invested time to build your lists, segmented them for the greatest impact and tested for the best results, but you have the nagging feeling that your email marketing campaigns could be performing even better. Haven’t done that yet? Check out my last blog post. I have three easy-to-implement tips to make your next email marketing campaign your best one yet.
One: Look at Your Subject Line.
Let’s start on a basic item, the subject line of your email. Think of it as important as greeting someone for the first time. Smile on your face (check), make eye contact (check) and…fresh breath (check). You’ve built a beautiful email campaign and you don’t want to scare people away from checking it out, you want to entice them to open, read, click and contact.
You might be surprised by the positive or negative reactions people may have to specific words. While this list is definitely subjective, it’s a helpful cheat sheet to reference the next time you’re deciding which words to include.
[icon color=”Accent-Color” size=”tiny” image=”icon-star”]Tip: Now, don’t hold us to this list. It could certainly change based on your client base and offerings, but this is certainly a data point to track, test and refine for your clientele.
On the outside of my soy-6 pump-extra hot-vanilla-with a sprinkle of cinnamon-chai cup you can always find my first name. They ask it, they write it and then they call it out to announce to my brain cells it’s time to WAKE UP! This chai is made just for me, the way I like it. (Yeah, I actually HAVE ordered that very drink from you-know-where… but don’t knock it until you try it, it’s delicious). You get my point, personalize that email subject line, use their first name, track their preferences and create a customized experience for your client. As Daniel Scocco said: “Your name is the most important word in the universe for you.”
Two. Transactional Emails Rule…
..And cold “call” marketing emails drool. That is to say, a reaction (responding to another’s action) is so much more effective and powerful than action. Think about the difference between being approached with a briefcase of watches on the street vs. walking into a well lit and air conditioned watch store. In a watch store, you’ve taken the time to try on the watches, talked with a professional and been offered a great experience. If offered an opportunity or you have the need, it’s very likely that you’ll return.
[icon color=”Accent-Color” size=”tiny” image=”icon-star”]Tip: Think of your email marketing campaign as offering your customer the opportunity to return or showing them a need they didn’t realize they had. Make sure your email campaign has a call-to-action.
Three. Flex your Marketing Muscles
Sometimes you just need a fresh approach or some new tools to add to your tool kit to increase engagement. I’ve gathered a few of our favorites here. I dare you to implement at least one in your next campaign!
Cross-Sell and Up-Sell
These two strategies are a great way to recommend other products or services that your client might like, because of their purchase of another. For example, let’s say that I’ve registered for a massage next Sunday and in the follow-up email from the spa they offer a discounted mani-pedi service as an add-on. Boom, not only have I purchased a massage but now I’ve booked a new service as well.
You’ve built your list, but because emails can go overlooked, why not leverage your existing list to grow your online following. That way even if they don’t open, read, interact and act with your campaign you can stay top of mind. Try adding a “Follow Us on Facebook/Twitter/Pinterest/Instagram” button to your campaign, so with two clicks you’ve converted another social media follower.
[icon color=”Accent-Color” size=”tiny” image=”icon-star”]Tip: Whichever social account you include make sure you post regularly with quality content… Hmmm, maybe I should write another blog on just this topic.
One of the most frustrating things to experience is to be desperate for an answer or a solution and to spend too much time looking for the answer. Take steps to make that process easier. Provide a link to your FAQ page and include a phone number where your client can speak to an actual person (think of how well Zappos does this!).
[icon color=”Accent-Color” size=”tiny” image=”icon-star”]Tip: Regularly update your FAQ page with the most helpful and current information.
Finally… Relationships Matter
Think about all of the texts, calls and emails you get every day. Information overload, right? Which ones of the dozens of notifications receive your immediate attention? For me, out of all of the many emails that pop up over the day I read, respond or act right away when it falls into three categories: family, friends and work. Why? Because I have an established relationship with everyone in these categories and I know that I’ll get out of the transaction what I put into it. The same is true for successful email marketing campaigns.
[icon color=”Accent-Color” size=”tiny” image=”icon-star”]Remember: Deliverability is improved by reputation and relationship.
When you take the time to invest in your client relationships, make the right decisions to build your reputation and follow through on your promises. It shows. You better believe that the next time an inbox notification pops up, they’ll check out the newest offer or update that you have to offer.