November 15, 2011 | Sheri Hebbeln
Despite the rise in social media, email marketing continues to be a very effective way of communicating with your customers, especially at this time of year. With that in mind, what better time for a quick email marketing refresher.
These are just a few of our tips:
Before the holidays, you’ll want to try and minimize the probability of your emails landing in the junk folder. Why not consider sending an "add to address book" request prior to your next email marketing campaign. Overstock.com (now o.co) segmented their whitelisting campaign by webmail client (going so far as to show detailed instructions for each.)
Don't Get Caught by the Spam Filters
Along the same lines, by avoiding the use of certain words in the body of your email, and more importantly in the subject line, you can improve delivery results. “Spammy” words include things like free, limited time, act now, coupon, click now, and open immediately. For a great resource, see this article in the MailChimp knowledgebase.
Keep the Message Short and Sweet
Your customers are pressed for time, especially at the holidays. Be sure to focus on the offer and make it as easy as possible for your customers, carefully spelling out the important details while leaving out information that detracts from your message.
If you really want to get noticed, a holiday motif will help get your subscribers into the spirit for seasonal shopping AND think of you in relation to their holiday shopping lists. If you use our eCommerce platform, our Account Managers are here to help. Be sure to contact them for assistance in creating a holiday email template.
Be Kind to Your Mobile Users
The viewable space of an iPhone or Android phone is much less than that of a desktop computer or PC. You’ll want to be sure your customers can easily read your email on their phones without resizing the message. Popular mail programs like MailChimp or Constant Contact will include mobile versions of their templates.
Target Your Emails Using Segmentation or List Builder Tools
Leverage the data available in your customer list to segment geographically or by purchase history and send more tailored messages. It can mean a world of difference in terms of response rates.
Use the data you’ve collected during signup and from purchase history to segment and personalize your emails.
Use More than Email to Stay in Touch
Whether you use Call for Wine or choose to do it in-house, you should be calling your customers to stay in touch. The slow period before the Thanksgiving and Christmas Holidays is a perfect time for this.
Remember that Many of Your Customers Will Not Download Images
So make sure your message is readable when images are disabled.
Optimize Your Landing Page
To increase conversion rates make sure the offer resonates on your landing page.
Put Your Subject Line to Work
The subject line, sender address, and first few lines of content are your best chance at getting the customer to open and read your email. Use something that will spark curiosity.
Don't Forget to Include Your Contact Information
Your address, phone, email address, URL, and tasting room hours (if applicable) should be included in every email.
Offer Post Holiday Coupons
This just may be the incentive your customers need in order to use some of their holiday gift money for wine purchases.