Engage Your Subscribers
After completing this unit, you’ll be able to:
- Describe best practices for interacting with subscribers.
- Describe how to maintain a good relationship with subscribers.
Keep Your Customers Happy
Once you have your long list of names and addresses, remember that the interactions you have with your subscribers are one of the most important pieces of email marketing. Here are a few best practices for a happy, rewarding relationship.
Don’t Force It
You’ve heard all about opt-in strategies. Enticing your customers to opt in is one thing. But nobody likes being forced to do anything. So if your goal is for your subscribers to opt in to something, give them a good reason why, and make the process a breeze. Offer an incentive, make email sign-up links prominent, and keep the sign-up forms themselves short.
Just as with your calls to action, catch readers’ attention by giving them an incentive. They are more likely to make that purchase or visit that store or join that campaign if you give them a reason to want to.
Make a Good First Impression
The way you onboard new subscribers is key. You want them to have a good first impression of your brand. Send them the right message! Make them feel warm and fuzzy and welcome. Immediately after sign-up, display a confirmation page with an enthusiastic welcome message. Then follow up immediately with a welcome email.
Set Up a Welcome Series
What’s better than one welcome email? Why, a series of welcome emails of course! A welcome program sends a series of email messages to a subscriber. They are based on the date that the subscriber opted in to receive messages. For example, the series may include a welcome email and two subsequent messages based on specified periods of time. Welcome programs can create some of the highest open and click rates of any email messaging.
Plan Content Carefully
First, set customers’ expectations on how frequent your emails are. Do you send them daily? Weekly? Monthly? Multiple times a day? Subscribers want to know what to expect.
Next, when you craft your content, make sure to use text to convey your message appropriately when recipients’ email programs block images. That way, if your email consists mainly of images, it still conveys its message when images are blocked.
Finally, keep in mind your content hierarchy. Place the most important and relevant information at the top of the email, so subscribers see it first. Keep the important information above the fold, so that it’s not necessary to scroll down to see the information.
Finally, make sure all emails are personalized. As we mentioned in unit 1 of this module, use personalization strings and dynamic content! It keeps your subscribers engaged because they feel as though you are speaking to them personally.
You’ve learned how to write a great subject line, include the right content, improve deliverability, and acquire a subscriber base. Now you’re ready to send attention-grabbing emails that speak to your readers and bring you big rewards for all your hard work.
- Book: Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, by Chad White
- Salesforce: State of the Connected Customer 2019 (PDF)
- Trailhead Module: Personalized Email Marketing