Tag Archives: Email Marketing Strategy

Make Your Email Marketing a Summer Success

letters-1132703_1280

Here’s a phenomenon you may have noticed: During the grueling hot months of summer, you’re much more likely to get out-of-office auto-responders from the people you try to reach by e-mail. It’s not that everyone’s avoiding you. It’s just that everyone’s on vacation—or so it seems, sometimes. Certainly, the summer season is touch-and-go when it comes to emails, which may tempt you to pack in your email marketing campaign for the summer, perhaps revisiting the ol’ email list when September rolls around.

That’s not an illegitimate temptation, nor is it necessarily a wrong one: Certainly, there is an argument to be made for scaling back on your marketing emails during the summer months, if not disbanding them completely.

No matter how many marketing emails you send over the next couple of months, though—just one or a baker’s dozen—we encourage you to implement some simple tweaks to your strategy, which can make those emails much more enticing to your recipients—and thus, likely to get opened and acted upon.

Get Your Marketing Emails Ready for Summer

Keep those subject lines succinct. A lot of your readers may be getting those emails while they’re waiting in line for movie tickets, a plane ride, or a trip down a roller coaster. They don’t have time for epic-length headings. Shoot for subject lines between 30 and 50 characters—never any more.

Cozy up to emojis! Summer time is fun time, right? There’s no better season to adorn your subject lines and your email messages with a few tasteful smiley faces or other festive icons. Don’t go overboard, and don’t sacrifice actual words for emojis, but do feel free to use them as they fit.

Resist the temptation toward click bait. Drop two swimsuit sizes in a week’s time may seem like a tempting promise, and if your product can actually deliver it, then good for you! Don’t fall into the trap of making cheap promises that you know you can’t keep, though, nor of writing subject headings that aren’t actually relevant to your content. You may get click-throughs, but you’ll also get a lot of annoyed customers.

Don’t let your emails fall into the junk pile. Nobody has a lot of time to sort through their junk folder, so avoid letting your emails end up there. Cut down on spam triggers, as we talked about in this previous post.

Need some further assistance getting your marketing emails summer-ready? We can help you strategize, write, format, and send. Reach out to Grammar Chic today at 803-831-7444 or www.grammarchic.net.

Leave a comment

Filed under Business Writing, Email Writing, Writing

This is How to Write a Compelling Email Subject Line—and Boost Your Open Rates

email-marketing

Report after report and study after study suggests that email is the most effective digital marketing tool.

So if you’re not seeing much of a benefit from your email marketing program, you’ve gotta wonder why.

Maybe the reason people aren’t responding to your emails is because they aren’t even opening them in the first place. Obviously, that’s a problem. A low open rate means your email marketing strategy is dead in the water.

Your open rate is even more significant than your total subscriber number. Think about it this way: Having 1,000 subscribers who all open your emails means much more exposure for your brand than having 6,000 subscribers but only a 2 percent open rate.

No question: You’ve got to get your emails opened. And the best way to do that is to tweak your subject lines—but how?

Tip #1: Make your subject lines longer.

Both the conventional wisdom and the natural instinct is to make your subject lines short and snappy. We’ve offered that very advice in the past. But one new study suggests that maybe longer—like, 60-70 characters, if not more—is the way to go.

Perhaps the rationale is simply this: When you’re working with just a couple of words, it’s hard to offer more than salesy platitudes and generalities. But if you give yourself more space, you can actually convey value and specificity to your readers.

So maybe it’s worth trying long subject lines for a while, just to see how they work.

Tip #2: Write in all lower case letters.

All caps screams of desperation, and can be pretty annoying. Mixing upper and lower case—you know, like you would in normal, everyday writing—is fine. But consider: a lot of the emails you get from your friends and family members probably come with all lower case subject lines.

Writing an all lower case subject line can convey intimacy and familiarity, then—and that’s not such a bad thing for your brand!

Tip #3: Provide value—but don’t give everything away.

As for the actual content of your subject lines, something we recommend is focusing on the value you offer—the benefits your email will provide—without getting into the specifics.

Show your readers what’s in it for them to open your email, but not necessarily how they’ll get it.

Example: Try a subject line that promises something like this: “Drive traffic to your website… and turn it into paying customers!”

You’re showing your readers exactly what they stand to gain from reading the email—but to learn how they’re going to gain it… through SEO, email marketing, or whatever else… they’ve got to open the email and read it.

Try some of these tips in your own email marketing—and see how your open rates improve. Talk with us about it by calling 803-831-7444, or visiting www.grammarchic.net.

Leave a comment

Filed under Email Writing, Writing

How to Develop a Winning Email Marketing Strategy

Email-Marketing

You can call it old school if you want; you can even call it old hat. Just don’t make the mistake of thinking that email marketing has lost its importance for businesses of all sizes. Email marketing remains the cornerstone of any content marketing endeavor—and if you doubt it, just think about how many marketing emails you’ve received this week from big companies like Amazon.com.

Actually, the percentage of professional marketers who heavily use email marketing has increased in recent years—and most small business owners who follow their lead say that email marketing produces significant ROI.

Don’t discount email marketing, then, but embrace it—using the tips we’ve offered below.

Tips for Developing a Strong Email Marketing Program

  • First, your email marketing campaign is only as strong as the email list you assemble—so ensure that you make it easy for people to sign up for your list. Put an easy-to-use, prominent signup box on your website, and also include links in any emailed receipts and invoices.
  • When you send email blasts, include a short but value-loaded subject line; draw attention with a subject line that promises immediate benefits, like a discount or a special promotion.
  • Develop and nurture your audience. Whatever email marketing platform you use—and we recommend Constant Contact first, MailChimp as an alternative—you should be able to track the views and opens you get. Keep tabs on which kinds of content seem to get opens, and use that knowledge to inform future emails.
  • Don’t restrict your call-to-action to the bottom of the email; place one above the fold! (Or better yet, avoid the kinds of lengthy emails that require scrolling.)
  • Be smart about recycling your blog content, press releases, and even Facebook posts. You don’t necessarily need to craft a huge new message for each email newsletter you send out; at Grammar Chic, we often send out emails that essentially round up recent blog entries. We know of other companies that send out email roundups of Pinterest posts, which can be another practical way to recycle your best content and get it in front of a new audience.
  • Always include contact information, including a telephone number and a link to your website. Remember that more than half of your emails will be opened on mobile devices, so you want contact information that can clearly be seen and clicked on.

To learn more about what an email marketing campaign can accomplish for your brand, contact the Grammar Chic team today: Call 803-831-7444 or visit http://www.grammarchic.net.

3 Comments

Filed under Content Marketing, Email Writing