There’s a direct correlation between brand perception and email opens. If you like a brand, you’re more likely to read its content. While there are countless factors that determine if your brand is liked, a great way to engage your users is by building excitement in your emails. Not only does excitement lead to a better brand perception, but it’ll also have readers waiting for your email sends. In this video Mike talks about the core steps to build excitement amongst your readership through an email marketing program. In just four steps Mike shows you how you can turn unmotivated browsers into your biggest fans.
- [Voiceover] Email marketing is considered a sales channel first and foremost. Sure you can add promotions or discounts to transactional messages, but the purpose should be to sell something, right? Not quite. Building excitement among your email readership is a great way to turn email readers into stark-raving fans. However, it can seem challenging at first. After all, why would someone get excited about you and your company? But it's actually a pretty straightforward process. Here's the steps I use to build excitement in email campaigns. Number one, make a special club or closed group.
Everyone likes to belong, so create a special group of email readers and let them know that a certain type of message will be only for them. Notice how I said only email readers? It's important to differentiate this group from frequent customer type programs or rewards. Create exclusivity to email readers and name the group uniquely from your other retention efforts. Number two, give them early access or sneak peaks. If you feature a suite of products, let your email group readers be the first to see it or pre-order it. Being the first person you know who can buy the latest phone, or getting concert tickets before general sale, is pretty cool for readers.
And it increases your branding in their eyes. Number three, give them free stuff. Volkswagen offers email subscribers free movie tickets several times a year. Starbucks gives email recipients free drinks around the holidays. This might come as a shock to you, but people like free stuff. They do. Not only that, but giving someone something free with no strings attached, simply as a reward for being an email subscriber, makes them feel indebted. In order to bring things back to even, they're then more likely to open your future emails.
Number four, don't ask for too much. The entire point of excitement building emails is just that, building excitement. Don't include your regular call to actions or marketing materials below your messaging. It completely undermines the excitement, and makes readers think you're trying to trick them. I won't lie, even talking about creating excitement building programs, gets me excited. Rewarding the customer for readership is perceived as a nice gesture, but from your side, it's also a great way to accelerate your marketing goals. Everybody wins.
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
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- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time