We’ve talked about best practices and how only email blasting your clients won’t get you the results you desire. But if you’re not just emailing, what does effective marketing look like and how do you make it happen? It can be tricky to know what your content should look like, who to contact, how often, and more. Let’s look at a successful marketing campaign.
The Campaign
This multi-channel campaign ran for three weeks for a client with over 4,000 contacts. It generated 47 responses and directly reached 65% of their entire database—more than the 20% average email open rate. By sending three emails, two push notifications, and one text message, plus utilizing social ads, this campaign was very effective.
An email and text per week for three weeks ensured the message was delivered frequently, but not so much as to annoy customers into unsubscribing or marking as spam.
Email Cycles 1 – 3
In order to keep recipients engaged, a distinct theme is seen throughout, but nothing is exactly the same. The same tagline and model in each email establishes continuity, while the change in the floral background image ensures uniqueness. An attractive campaign that reaches its readers and draws them in will encourage positive results.
Best Practices
It’s important to make sure that you’re not making readers wait too long to get to the point. Putting the most important information above the fold (i.e., before they have to scroll anywhere) ensures that your message gets delivered no matter what. Cutting out fluff and being concise gets your message across and gives people a reason to keep reading. Short, 1-3 sentence descriptions of the product or service beyond the fold helps readers learn just enough without being bogged down. This especially works well with marketing campaigns that offer multiple services. If you are offering an obscure service, remember to have a strong call-to-action to keep clients engaged and reading, while also giving them enough information to make an informed decision.
Taglines can help support a theme and sell a product or service in a way that makes it easier to buy. “You Deserve This,” and “Relax and enjoy…” already put the service or product in the clients’ hands. All they have to do is click and enjoy.
