I got 150+ emails in less than 3 days about Black Friday shopping! And then another stack came in over the weekend about Cyber Monday. The messaging is that every single business has the absolute best deals right now; my life will be incomplete if I don’t take advantage of each one of them.
There were so many that they blurred into each other, intent lost. After scanning many of them, I put together a list of 8 tactics that can make your emails stand out from the pack:
- Subject line: A deadline can help improve open rates: “Today Only.” “Ends tonight.” Followed by “Sale extended” and “Almost Over.”
- Offer: If you have the capability, send each individual a targeted message based on previous activity or purchases. If you cannot do this, craft an offer by a group with similar characteristics (ie. demographics, age on file, previous activity).
- Keep it simple. State a clear offer in the subject line, make the response button stand out, and the email layout easy to navigate.
- Sending 4 of the same emails with the same subject line is a cheap tactic. Change it up!
- Emojis in the subject line must be the “in” tactic this year to get people to notice the emails. Many, many emojis. I would test whether this improves click-thru rates.
- Early specific promotions can also work. For example, Cyber Monday offers started on Sunday to boost sales.
- Double check your load times on several browsers. If your content take too long to load, it is likely they will be deleted or ignored.
- Free, it still works. Free shipping, free bonus gift, free download, freebies. All those can bump responses, in your email.
While it may be too late to incorporate these ideas into this holiday season promotions, we should all continue testing in 2019. I am such a huge proponent of testing; here is another post I wrote with testing ideas.
The journey continues.
Posted in audience development, Customers, email marketing, Emedia, Marketing, Testing
- Tagged email best practices, email campaign, email marketing, holiday marketing, list, testing
Email best practices change as technology, habits, and consumer preferences change. Here are some of today’s best practices for business emails looking for action from the reader (ie. subscribe, renew, download).
- Easy to scan and read. Busy people don’t want to read long, bloated messages and fluff. Be concise, clever, with a clear message and offer. Include response buttons in your HTML formats, since people can then jump right to the action.
- Responsive design templates. Recipients are reading your messages on phones, tablets, computers. Does yours look good on all devices? If not, they may be quickly deleted.
- Incorporate video, if it makes sense in offer. Might be useful in new product introductions. Video can improve open rates 5x and response rates 8x, according to HubSpot.
- Stop sending emails to your entire file thinking it will increase response rates. It won’t. Find the BEST group to target, then send them a specific message. Speaking to the individual has been shown again and again to improve response rates and avoid list fatigue and hurt sender scores.
- Test, test, test! Another mantra of mine, most automated email platforms make it simple to test—copy, format, layout, response vehicles, color, message, etc. A small change can have a big impact on your final effort results.
- Track your results and adapt future efforts based on open rates/responses/quality of responses.
By incorporating some or all of these items, hopefully your programs will become more effective, your database more vibrant, your organization more profitable. Many of these ideas can also apply to e-newsletters, shared blog posts, sponsored messages, and other emails geared more for “reading only”.
This is just a snippet of the presentation Robert Kennedy of Omeda and I are giving at the AAMP Conference, in LA on 9/14. There is still time to sign up for the one day event “Own your Audience. Build your Revenue” here.
The journey continues.