{"id":4748,"date":"2015-08-05T11:00:28","date_gmt":"2015-08-05T18:00:28","guid":{"rendered":"http:\/\/thinkapps.com\/blog\/?p=4748"},"modified":"2015-08-05T11:50:11","modified_gmt":"2015-08-05T18:50:11","slug":"email-marketing-tips","status":"publish","type":"post","link":"https:\/\/thinkapps.com\/blog\/launch\/email-marketing-tips\/","title":{"rendered":"Email Marketing Tips: How to Build Loyalty with Subscribers"},"content":{"rendered":"

<\/b>Here are our top five email marketing tips for building and maintaining loyalty amongst\u00a0your subscribers<\/em><\/p>\n

You recently launched your landing page and collected thousands of signups<\/a> for your new email newsletter. Now how do you keep your subscribers interested?<\/p>\n

When you build loyalty with subscribers, you have an opportunity to convert readers into customers and customers into supportive champions of your product or service.<\/p>\n

I\u2019ve gathered five email marketing tips\u00a0that can improve both qualitative and quantitative outcomes for growing subscriber loyalty:<\/h3>\n

\"Email<\/a><\/p>\n

Image credit<\/a><\/em><\/p>\n

1. Share\u00a0Content People Want<\/h2>\n

Above all: don\u2019t make it about you. Any information you deliver in your newsletter should be about your customers. Understand them as best you can and deliver what they want.<\/p>\n

For example,\u00a0if your company makes trackers for\u00a0different fitness\u00a0activities, find out which activities each of your subscribers enjoys most so that you can share relevant\u00a0information (e.g. new poses with the yogis vs.\u00a0marathon tips with the runners).<\/p>\n

But how do you know what people want when you\u2019re just getting started? It\u2019s a continual experiment to determine which content resonates and where you need to\u00a0adapt. The first step is to test email subject lines.<\/p>\n

Test Email Subject Lines<\/h3>\n

The subject line is your first opportunity to start building a relationship with your reader. You want to write compelling headlines that will make your readers curious and click through to what you have to offer. According to Salesforce<\/a>,\u00a064%\u00a0of people say they open an email because of the subject line<\/strong>.<\/p>\n

Keep your subject lines as straightforward and short as possible to increase open rates.\u00a0Also, make subject lines actionable and make the email personal by adding a subscriber\u2019s first name at the beginning or end.<\/p>\n

PayPal recently sent me an email to announce that Uber is now accepting payment through them. The subject line read, \u201cUber and PayPal, it doesn’t get much better than this, Kristen.\u201d<\/p>\n

\"Email<\/a><\/p>\n

I opened the email because the personalization caught my attention and the conversational tone didn\u2019t make me feel like PayPal was trying to sell me something.<\/p>\n

Analyze Open Rates and Click Rates<\/h3>\n

Open rates and click rates will help you determine if people are interested in what you\u2019re delivering. If readers don\u2019t open your emails\u00a0or\u00a0they\u2019re not clicking on links within your emails, then you\u2019re not grabbing their attention.<\/p>\n

There are several factors that can influence open rates and click rates, such as the day of the week and time of day you send emails, whether you include photos, and how many links you include. Also important is why you\u2019re sending the email: for example, are you promoting\u00a0a holiday weekend sale or are you sending some of the best reads of the week as weekend reading?<\/p>\n

According to a Yesware analysis<\/a> of more than 500,000 sales emails, open rates are highest on the weekends (when inbox competition is low) and people are most responsive to emails in the early morning or later in the evening.<\/strong><\/p>\n

When BustedTees, an Internet retailer of t-shirts and novelty items, changed its email delivery time<\/a> to suit the local geography of its subscribers, the company’s\u00a0revenues grew by 8%. BustedTees determined that 10 a.m. was the best time for people to receive email, and as a result of sending messages at this time, more people started opening them.<\/p>\n

Email newsletter programs like MailChimp<\/a> and Campaign Monitor<\/a> provide comprehensive testing and analysis options such as the\u00a0best time to send emails and segmented lists to help you increase the effectiveness of your delivery.<\/p>\n

\"Email<\/a><\/p>\n

Image credit<\/a><\/em><\/p>\n

2. Limit the Number of\u00a0Calls-to-Action<\/h2>\n

As we explained in a previous post<\/a>,\u00a0a\u00a0Call-to-Action (CTA) is exactly what it sounds like: it genuinely calls people to take some type of action.<\/strong><\/p>\n

To maximize effectiveness, your email should contain at least one CTA, such as asking subscribers to download your app, click to read your most recent article or report, or sign up for a new campaign.<\/p>\n

But, it’s best to provide just one or two CTAs per email. If you start to ask too much of your subscribers,\u00a0then you\u2019ll most likely\u00a0start to see\u00a0your open rates decrease and your\u00a0unsubscribe requests spike. In most cases, people want to quickly absorb\u00a0your email content and then move on with their day.<\/p>\n

Spotify recently sent me an email newsletter to introduce Discover Weekly, a new playlist created for each of its subscribers.<\/p>\n

\"Email<\/a><\/p>\n

There were two calls-to-action: \u201cPlay Now,\u201d which encourages use of its new playlist, and \u201cTry Premium Free,\u201d which is an incentive. While the company put two CTAs\u00a0in a single email, its team made \u201cPlay Now\u201d the priority by placing it at the top of the email in a bold color.<\/p>\n

3. Develop a Solid Feedback Mechanism<\/h2>\n

Frequently ask your readers for feedback<\/a> to determine if the information you\u2019re sending is helpful to them. Starting this conversation shows that you\u2019re listening and that you care, and it will help you better understand your (potential) customers.<\/p>\n

You can collect this feedback<\/a> in a few different ways:<\/p>\n

Online Surveys<\/h3>\n

Create a quick and easy online survey and ask your readers to take it. Consider adding an incentive for a discount or free item to increase participation.<\/p>\n

Tools like Survey Monkey<\/a> are simple and effective to issue a single question survey or brief poll. These programs make it easy to collect, analyze, and visualize survey data in charts and graphs.<\/p>\n

\"Email<\/a><\/p>\n

Open-Ended Questions<\/h3>\n

Ask people to answer one question, such as “Are you enjoying the content you\u2019re receiving?” or “What other information would you be interested to receive?”<\/p>\n

Readers can hit reply and send suggestions that they might have. It\u2019s an informal process that creates an open forum for customers to be honest with their ideas and feedback.<\/p>\n

Once you implement changes or respond to suggestions, subscribers will know that you\u2019re paying attention. This exchange then creates a two-way dialogue and an even more valuable and loyal relationship.<\/p>\n

4. Build Credibility through Influential People<\/h2>\n

Influencers have the potential to attract\u00a0new subscribers to your email newsletter. If someone of importance, whether a celebrity or popular blogger, endorses what you do, then you\u2019ve already started gaining trust with a subscriber.<\/p>\n

TheSkimm<\/a>, a daily email newsletter with news for busy and educated women, contacted influencers like Oprah to collect feedback before launch.<\/p>\n

\"Email<\/a><\/p>\n

Image credit<\/a><\/em><\/p>\n

It was an integral activity to focus on what customers would want from a newsletter of this type and involve influential people who could start generating interest. And the strategy worked, with the newsletter building a following of close to 100,000 women<\/a>\u00a0soon after launching.<\/p>\n

What could influencer engagement look like for you? Start buildings a short list of influential people who you think would have a vested interest in your newsletter. They could be an expert, personality, or blogger in your industry.<\/p>\n

Then, consider what you can offer influencers to encourage interaction with your email newsletter. Could you interview them<\/a>? Could they write a guest post<\/a>? Can you cross-promote each other on Twitter?<\/p>\n

Influencers will likely be more beneficial engaging\u00a0in certain\u00a0areas than others. For example, someone who has a large and engaged Twitter following could help promote your newsletter via social media, while an influential business expert could help spread the word via their professional networks.<\/p>\n

5. Engage Your Subscribers with Incentives<\/h2>\n

Incentives are usually offered to encourage use of a product or service. Common incentives include discounts or subscriber-only content like an e-book with industry insights or compelling information.<\/p>\n

TheSkimm is known for its lavish incentives. Here\u2019s how the company introduced a recent incentive: \u201cIdea. How about you and a friend go to St. Barths for three days? Spa treatments and airfare too.\u00a0Enter here. You\u2019re welcome.\u201d<\/p>\n

\"Email<\/a><\/p>\n

The benefit is described clearly and creates excitement\u2014importantly, the reader knows exactly where to click to enter.<\/p>\n

Concluding Thoughts …<\/h2>\n

When executed properly, email marketing can be one of the most\u00a0effective tools for engaging\u00a0your subscribers, helping to grow their interest in your product or service and converting them into paid customers.<\/p>\n

We’ve shared our top five email marketing tips above but now will leave you with one more: Build loyalty with your email followers in the same way that you would nurture a friendship. The process takes time, attention, and care, with a bit of fun and surprise sprinkled in for good measure.<\/p>\n

 <\/p>\n

Featured image credit<\/a><\/em><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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