According to a 2017 study, the number of non-spam emails received per day by an individual is 76 – and that’s not even for office workers who get well over 100! Email is a relatively low-cost way for brands to communicate a message to a theoretically engaged audience (depending on list cleanliness) and therefore is the number one most overused and abused form of digital marketing.
And we know you don’t need convincing since there is a fantastic chance your inbox is overrun with emails. Emails promotions, informational emails, personal emails, Hillary’s emails!? AHK! Despite its flaws, email is also a bottom-of-funnel channel ripe with low hanging fruit to drive engagement and conversions. So the importance of smart, relevant email campaigns for brands that exceed the cross-industry 22% open- and 4% click-rate averages, is paramount.
The more we got to thinking about it, email marketing isn’t entirely dissimilar to dating… (go here with us…) There is a first impression, a get-to-know-you phase, then an ongoing courtship that for many ends in a lifelong relationship complete with a celebration of events and milestones. With that analogy in mind, here is what matters most when your brand clicks send on an email to your beloved email list.
A First Impression That Can’t Be Ignored: Subject Line + Pre-Headers
Similar to first impressions with love interests, the email subject line + pre-header text is your first chance to avoid the dreaded immediate delete. You would never go on a first date without spending the time to look your best and armed with a smile to charm, and you should never send an email without ensuring this critical first-impression text isn’t the absolute best it can be. Clear, clever and oozing with on-brand charm is sure to drive an open. BuzzFeed and Daily Skimm are wonderful examples of companies that do this well day after day.
Ask Questions: Get Segmentation Right The First Time
Once you land the date, it’s important to get to know the person and start with the basics; name, age, preferences, etc. Same goes for email. If you simply ask in your welcome email “who are you? – what kinds of emails do you like to get and how frequently?” you will have the information you need to segment your list to optimize business objectives, and hopefully avoid another dreaded outcome; the unsubscribe. This is also a great time to ask when their birthday is so you are sure to remember later down the road, valuable information for suitors and brands alike.
Make Them Your #1: Retain An Engaged List
As we mentioned in the beginning, a brand’s email list is a loyal bunch and it’s important to show them how much they mean – regularly! (Sound familiar…) From early access and exclusive perks to birthday gifts and loyalty programs, the ways to curate a click-worthy email program are endless. What matters most is that these users (bae) feel the love and are getting added value every time they open. Kate Spade does a great job of making their email program a no-brainer for brand fans.
While email marketing is (luckily) not dating, a lot can be learned from the way a healthy relationship is grown when it comes to email. Treat each email list member like your special person, and you are sure to build countless customer relationships that are proven by swelling email engagement and conversion metrics.
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