4 Tags to Help You Send Better Emails
On a regular old Tuesday afternoon, two emails show up in Drew’s inbox, both from a software developer, and both to deliver an update on a popular graphic design tool. The first email, sent to an entire email list, starts off:
The second email, sent only to a portion of the same email list, goes like this:
After reading both emails, which one do you think Drew’s most likely to click through and read more about – possibly even purchase – the update? Which one would make you want to click through and continue reading?
(We’d pick the second email, too.)
The two emails have clear distinctions in tone and text, although they’re both saying the same thing.
We just updated a product. We want to tell you about this update. We want you to purchase the update.”
Two emails, same underlying message, yet two very different ways of making it happen.
What’s the difference?
In short, personalization. But how did the second email become so personalized? Tagging.
The second email’s sender used tagging to segment subscribers to send targeted, personalized emails as opposed to sending a generalized email to an entire email list.
What is subscriber tagging?
Don’t get any crazy ideas – we’re not spraying paint on anything here! This form of tagging is attaching specific information to a subscriber during signup or as a result of an action-based response by a subscriber.
The information gathered is a tag. Sometimes referred to as a custom field, tags can be simple such as a name or a date, or they can be complex to note certain interests, habits or purchases.
How tagging makes your emails more personable, detailed and just plain better.
Let’s break down the two email snippets sent to Drew. Email one is very straightforward, direct and general. It’s your basic sales or product announcement email. There’s nothing technically wrong with the first email, but we want you to stand out in the inbox!
And that brings us to the second email.
Email two calls Drew by his name, opening with a friendly, relaxed tone. This is your first big step in personalizing emails. But how did the sender know Drew’s name? He gave it to them when signing up through the subscription form. That’s a tag.
You’ll notice this email doesn’t use the phrase “graphic designer” anywhere in it. Why? Because the sender already knows Drew’s a graphic designer. He doesn’t need to say it.
There’s a few different ways this sender could have known what Drew does for a living.
For example, the subscription form Drew used to sign up tagged him with a silent tag (a hidden custom field), or maybe Drew answered a question on the form itself or in a follow up funnel (something like I Am a ___ or I would call myself a ____) . For all we know, Drew purchased the original graphic design app from this developer previously, and a tag was added to him from that purchase.
*There are many ways to apply tags to a subscriber on your list, throughout their journey. We show you four ideas to get started down below.
When you know all this extra information about subscribers on your list, you can tailor your content to match their interest and occupation. This is where personalization is born.
Take the information you’ve gathered, use it with email segmentation, and you’re no longer speaking to a master list in general terms. You’re speaking directly to those most likely to be interested in what you have to say and offer.
These extra steps create a stronger connection with your readers, and a stronger connection leads to increased engagement (opens, clicks, shares, conversions). You’ll begin sending emails and posts you know your subscribers will find interesting as opposed to mailing everything, hoping they take time and energy to find what will be most beneficial.
And your subscribers? Well, they’ll appreciate you not cluttering up their inbox with mass-mailed generalizations.
Tagging Your Email Subscribers
Many email marketing platforms offer tagging and custom field capabilities, but keep an eye out for limitations in their application. FeedBlitz clients enjoy the perks of unlimited tagging and custom fields. (You know how much we dislike limits around here.)
In your FeedBlitz dashboard, scroll over to Subscribers – Tags & Custom Fields – Manage Tags & Custom Fields from your main menu to begin.
We dive into the hows of FeedBlitz’s custom fields and tagging capabilities a little more in this post.
First Comes Subscriber Tags, Then Comes Email Segmentation
Once you have tags and custom fields in place, then you can begin working with email segmentation. Segmentation is creating smaller groups from a larger whole. This allows you to take the data you’ve collected with tags and custom fields, and use it to shape the emails sent to your subscribers.
Taking it a step further, you can begin creating groups based on certain tags, separating mailing lists for specific tags, or working through the audience inclusion tab to shape and segment your mailings based on tags.
While many of the largest online retailers and bloggers use this practice it can also easily be used by anyone using tagging, at any stage, to personalize the emails you send.
After sending a few emails using this process, you’ll want to check your open rates and click through metrics. If these numbers have increased from previous mailings, you can rest-assured knowing this new process is working successfully.
Get Started with these 4 Tags
If you’re new to tagging, email segmentation, or personalization, getting started can feel overwhelming. There’s a lot of options to choose from. To cut through the clutter, we’ve listed four starting points for your tagging and segmentation journey.
- The First Name Tag – It’s small and simple, but it’s significant! You would be surprised at how many bloggers and site owners skip asking subscribers for their name. With a first name, you speak to that person on a relaxed, one-on-one level.
“Hey, Drew!” … “Hello Drew,” … “¡Hola Drew!”
Another great idea is to use their first name in other places throughout the mailing. Halfway through reading your content, the subscriber may come across “So Drew, what I’m talking about is….” This added touch of in-email personalization reinforces the relationship you have with your reader and re-engages their attention. Win, win.
*Only have names for some subscribers, but not all of them? Check with your email platform on how to work with the information you have so you won’t end up with “ Hey, !” in your emails. FeedBlitz users, we’ve already got you covered.
- A Subscription Form Tag – Using a silent tag (hidden custom field) shows which subscription form a person used to join your mailing list. This will highlight which of your forms are most effective, show what incentive offers are most enticing, and which landing pages are the most active.
With this tag, you’re creating a foundation for future A/B testing when it comes to the subscription form’s headlines, colors, placement, incentive offered, images, and content. Tracking the success of your subscription forms in this way guides you along the path to designing high-converting subscription forms for you website.
PS: Zooming out to the bigger picture of subscription form tags, where the form lives on your site (landing page, blog post, etc.) gives you an idea the type of content your new subscriber is interested in. This information sets you up to send targeted follow-up emails and related content.
- The Post or Product Category Tag – This tag makes sorting and targeting your subscribers as simple as a few clicks of the mouse. Not only will you able to tell which posts or products are the most popular, but also you’ll be able to identify which group of subscribers to retarget when sending complementary post or product emails. If someone has purchased from you before, they’re more likely to purchase from you again. The same goes for being interested in a particular post.
This tag can be applied based on subscription forms attached to particular posts, or transactional emails associated with a purchased product. Similar to the subscription form tag, starting this practice now will reap greater benefits as your email marketing campaigns grow.
Bonus tip: A signup form offering multiple choice categories is a great idea if you have clear, specific categories for your site and want to tag by post category!
- The Main Interest or Focus Tag – We recommend reaching out to new subscribers shortly after they join your list to ask what their main interest or area of focus is. Give options for your subscribers to choose, and when they click their answer, the click automatically adds the tag of the interest/focus to their email address.
This is an action-based tag that does require a small amount of automation, but once in place, it will run on its own with little to no maintenance required on your part.
And that’s just a few to jump-start your tagging journey. Revisiting the two emails sent to Drew above, can you spot which tags were likely used in the second email example?
If you look closely, it’s actually a combination of tags we just went over. The first name tag, paired with the main interest/focus tag or even a purchased product tag provided more than enough information to craft a personalized, targeted email for Drew and other graphic designers on the mailing list.
All of this through basic, proper tagging and email segmentation.
Building a Solid Tagging Foundation
These four tags are merely a starting point for your journey into tagging and custom fields. As you expand your email marketing, you’ll be in a position to collect more data and add more tags. A subscriber can have unlimited tags in FeedBlitz, so the possibilities of what you can do and the combinations you can create are endless.
The important thing is to have a strong foundation of information you can use to create emails that speak directly to your subscribers and stand out in their inbox. Why? Because we want all the Drews in the world to look forward to receiving, sharing and engaging with your emails.
TL;DR Using tags to create and send high-quality, personalized content that speaks to a subscriber’s interests, uses their language, and even calls them by name, leads to happier subscribers who are more likely to convert to lifelong, engaged subscribers and loyal, paying customers.
We just gave you four of those tags, which ones will you use? Any questions? Send our team an email at email@example.com. You can also chat, check out our Help Forum, or give us a call at 1.877.692.5489. Our Support and Sales Desk is available Monday – Friday from 9 am to 5 pm EST.
Grow Your Sales Using Facebook Lookalike Audiences
Let’s talk about your ideal subscriber. We’ll call her Sally. She has all the traits of a real top performer when it comes to your mailing lists. She opens nearly every email, clicks your links regularly, offers feedback when requested, and has even purchased a few of your products. Subscriber Sally is la crème de la crème of your email subscribers.
We know what you’re thinking right about now — “Wouldn’t it be amazing if I had an entire list of Subscriber Sallys?” And without a doubt, that answer is a resounding yes! Sally is your dream subscriber. She’s active, engaged, and she converted. She’s the total package!
So let’s talk about how to find more Sallys to add to your list, or find people like her you can sell to.
How do I find more people like my top subscribers?
You could grow organically by guest posting on similar websites where your current subscribers hang out, going on the podcasts popular with your subscriber base, and even by running share contests.
Or … You can let Facebook and FeedBlitz work their magic and locate your expanded audience for you.
How? By pairing FeedBlitz’s Engagement Filters with Facebook’s Lookalike Audience advertising, a tool designed to target Facebook users whose interests and demographics match or look like a list you provide.
The great part about this is FeedBlitz and Facebook have done all of the hard work for you.
Beginning with a Facebook Custom Audience
To build a Lookalike Audience in Facebook to find people like Subscriber Sally, you first need a Custom Audience of your current Subscriber Sallys. A Facebook Custom Audience identifies people who are already within your reach, in this case those who are already on your mailing list.
To build your Custom Audience, Facebook needs at least 100 email addresses from your mailing list. In your Facebook Ads Manager, select the Audiences tab and upload your list as a Customer List. Facebook will then create your Custom Audience.
The key is figuring out which email addresses to upload.
Finding Your Best Subscribers
This is where FeedBlitz’s Engagement Filters come into play. Target your active, engaged subscribers, your Hot List – aka your Subscriber Sallys – so your Facebook ad gets in front people who behave like your top subscribers.
There’s no need to sort through endless spreadsheets finding your top subscribers. Choose how far back you would like to track activity, go through a few clicks, and our Engagement Filters will take care of the rest.
To easily find and export a copy of these super engaged subscribers, navigate to the Subscribers tab of your main menu. From here, select Groups – New Group – Active Subscribers. Select which list you would like to pull from, or you can choose to pull from all your lists if that makes more sense, and create your group. We suggest using the Hot List as a great place to start.
Once completed, export your group and get ready to upload to Facebook.
Bringing It All Together
After creating your Custom Audience, now use Facebook’s Lookalike Audience to target people who are like Subscriber Sally, while skipping over those who aren’t.
In your Facebook Ads Manager, select Tools – Audience – Create an Audience – Lookalike Audience. You’ll use the Custom Audience of email subscribers previously created to create this list.
It can take up to a full day for Facebook to scan its over 1 billion daily active users and find those who most closely match the people on your list. Once your Lookalike Audience is ready, and you’ve created your ad, you’re on your way to targeting an audience who looks, behaves and quite possibly thinks like your most active, engaged subscribers.
How can I use a Lookalike Audience?
How you use Lookalike Audiences depends on your ultimate objective. For example:
- If you’re a blogger who monetizes their mailings, a Lookalike Audience can reach potential new active subscribers and site visitors.
- Content marketers can increase sales of a flagship course or your latest book by using a Lookalike Audience to reach people like those who’ve already purchased from you.
- Small businesses can use a Lookalike Audience to sell to people who mirror their most active customers.
These are only a few examples of working with Engagement Filters and Lookalike Audiences. Our team would be more than happy to brainstorm with you on the best possible use for your own needs. Send us an email at firstname.lastname@example.org, and one of our email experts will be in touch.
Growing your email list with new subscribers is good.
Finding and selling to new customers is better.
Using FeedBlitz and Facebook together to find people who are active, engaged, and have the highest potential to convert? Is awesome.
As always if you have any questions regarding any of the features mentioned above, please don’t hesitate to let us know. You can email, chat, check out our Help Forum, or give us a call at 1.877.692.5489. Our Support and Sales Desk is available Monday – Friday from 9 am to 5 pm US Eastern.
Target Top Subscribers in 15 Seconds or Less
Working with segmentation by engagement levels to boost your email marketing to the next step.
Top students in school are easy to identify based on grades. Top sales associates are determined by revenue, and top marathoners are tallied by times. But what about top email subscribers?
Email marketing uses metrics such as open rates, clicks, and shares to identify top subscribers. (Conversion from a subscriber to a customer is another way to determine top performing email subscribers, but that’s for another blog post.) When you know who’s at the top, you can send targeted emails to offer rewards or partnerships, and at the same time offer incentives to others to motivate greater engagement.
With a large group of individuals you can take one of two approaches – address the group as a whole, or break the group into smaller groups (top performers, middle ground performers and low performers, for examples) and address them by these smaller groups. You may find it more effective to use different language or approaches depending on which group you are addressing.
When you customize the way you market to your subscribers, you are using a tactic referred to as segmentation. A key player in effective email marketing campaigns, segmentation has shown to increase engagement and conversion rates.
What is Segmentation?
Segmentation is creating smaller groups from a larger whole. Picture a crate of apples. You may decide to group all of your Granny Smith apples in one corner, the Red Delicious in another, the Gala apples in a third, and in the last your Honeycrisp. Each of these smaller groups are all apples, but they have unique qualities to feature for sale.
This method can be applied to your mailing lists. You can create segments based on any criteria such as location, main interests, subscription form used, the funnels they have completed, and more.
Subscriber segmentation isn’t a strategy reserved for big brands or large mailing lists. You can work with segmentation regardless of your list’s size or reach. A great way to get started with segmentation is to sort your subscribers by engagement levels, who is (or is not) opening and clicking your mailings, also known as your top performers.
Ways to Use Subscriber Segmentation by Engagement Levels
There are a variety of ways to use segmentation in your email marketing. A few ideas include:
- You’re gearing up to release a new product but first want to gauge its popularity. Send a limited release to top subscribers first, gather feedback, make edits if necessary, then release it to the rest of your mailing list.Framing this early release or preview as a bonus thank you to your top subs also allows you to strengthen the connection you‘ve built. It’s a VIP perk for being loyal which in return increases their loyalty. Win, meet win.
- Find out which subscribers aren’t engaging with your mailings and remove them from your list. Not only does this trim dead weight, it can have a greater impact on your open rates and potentially decrease your costs, depending on how many inactive subscribers you remove.If you’re not ready to remove your inactive subscribers completely, you can take this list and work through a re-engagement campaign (sometimes referred to as a re-capture series) to find anyone who’s still interested in receiving your mailings. Click here to learn more about re-engagement campaigns.
- Do you have mid-level subscribers who are active but not regularly active? Try offering this group an incentive, discount or free download to pique their interest.This segment is also a great group to survey. What keeps them from being more engaged with your mailings? Should you be writing more or less on a certain topic of interest or offering a different mailing schedule? If you don’t know why subscribers are only opening emails every now and then, it doesn’t hurt to reach out and ask.
- Reward excellent subscriber behavior by emailing people who have opened or clicked every mailing since a particular day. You’ll be emailing your Super Subs, as we like to call them here at FeedBlitz HQ.To maximize the effect of this email, let the rest of your subscribers know your Super Subs are receiving something extra having engaged with every email for a particular time frame. This will spark awareness for the rest of your list so others can work towards being a member of this group as well.
- Send a personalized welcome or thank you email to new subscribers who recently joined. You can also email everyone who joined over the past year thanking them for helping you to grow.Acknowledging milestones boosts the relationship between you and your subscribers while also paving the way for future engagement.
Overtime finding the right ways to segment your list will become second nature. You’ll soon find your mailing lists are more targeted and effective.
Working with Engagement Levels
It used to take a lot of work to sort your subscribers by engagement levels. You would have to pull and sift through a lot of complex data, decide what figures to measure, create a spreadsheet of your own findings, and repeat the process in 3 or 6 months to keep your records updated. It wasn’t a lot of fun.
Luckily that’s no longer the case. The ability to pull segments of your subscribers based on engagement level is available in a majority of email marketing platforms, with varying degrees of ease and simplicity. In FeedBlitz, you can find this in the Subscriber Management dashboard, on the Audience Inclusion tab when sending a newsflash campaign, and in Groups as well.
Select the criteria of subscribers, enter a date and press count to see the total number of subscribers.
If you’re working in FeedBlitz’s Subscriber Management, you can copy these subscribers to a new list for easy, targeted mailings. Or if you want to mail these subscribers directly without creating a separate list, begin your Newsflash and select the criteria and set your date in the Audience Inclusion tab once you have finished crafting your message.
To create a new Group by using Engagement Filters, select Groups from your Subscribers menu at the top. From here choose New Group – Active Subscribers. Select which list you would like to pull from, or you can choose to poll all your lists at once, decide which Engagement Filter to use, and create your group. Once completed, easily export the list or use it to shape future Newsflash campaigns.
And as a bonus, you can pull this information and start targeting your segmented subscribers in 15 seconds or less!
If you have any questions on segmentation or ways you can work with engagement levels in your own email marketing campaigns, send our team an email at email@example.com. You can also chat, check out our Help Forum, or give us a call at 1.877.692.5489. Our Support and Sales Desk is available Monday – Friday from 9 am to 5 pm EST.
5 Funnels to Increase Subscriber Engagement
Let’s play a game! Which subscriber would you rather have?
Subscriber A – Joins your list, stays for a few years, opens emails regularly (every 2 or 3 emails), but has never forwarded your content or shared it on social channels. A consistent subscriber, yet you’ve never interacted with this person and don’t know what they’re about.
Or how about…
Subscriber B – Joins your list, opens emails regularly, offers feedback on their interests and your content, and is inclined to share and recommend you to their social channels. You know their first name, what they are about, and quite possibly how they came to know you.
Choose as you wish, but if you ask us here at FeedBlitz HQ, we’d rather have a full serving of Subscriber B any day of the week! At this moment, your list may be primarily Subscriber As, and that’s ok. With a few tweaks, you can slowly turn those As into Bs and continue to grow a list of engaged subscribers.
Cultivating Interactive, Engaged Subscribers
To put it simply: Engaged subscribers are happy subscribers who are more likely to like and share your content, helping to grow your list organically. A healthy, engaged list places you on a path to greater monetization and partnership possibilities down the road.
Get started creating this environment by implementing a few funnels that encourage interaction while generating a connection with your reader. The beauty of working with funnels is once set in place, they will run automatically.
5 Funnels to Increase Subscriber Engagement
1. The Welcome Funnel
One of the most common funnels to send, the welcome funnel (sometimes called a welcome campaign) is sent when a subscriber confirms his or her subscription to your mailing list. You’re simply welcoming the new subscriber to your list and thanking them for joining. This funnel can also be used to deliver an incentive offer as it’s sent immediately after subscription confirmation.
2. Getting to Know You Funnel
An extension of a welcome funnel, this series of emails (generally two-three) works to establish a connection and create a better relationship with your new subscriber. After welcoming them to your list, send an additional email asking a question or two. This serves two purposes: 1. You’re voicing interest in the subscriber. 2. You’re gathering feedback you can use for later targeting, guest posting and / or advertising. The questions can be anything you’d like. Common questions are:
How did you hear about us?
What are you most interested in?
What are three things I should know about you?
What is your biggest frustration over XYZ?
Who is your favorite superhero? (Don’t knock it – you can learn a lot about a person based on their favorite superhero.)
Have fun with these questions as you’re still getting to know this new subscriber. The subscriber can either reply to the email or if asking only one question the responses can be hyperlinked to add a tag for either future use or to add this subscriber to a follow-up funnel (see #5 below). Note: Asking one question and tagging the subscriber by answer is great for asking what topic are you most interested in.
3. Anniversary Funnel
An anniversary to your mailing list is as good a reason as any for celebration. Create a funnel thanking your subscriber for joining your list a selected date interval. Like to reach out and celebrate regularly? Go for 3, 6, 9 and 12 months. Celebrate half birthdays? A 6-month email will do the trick.
Make these emails special by offering an exclusive such as a free PDF download, an archived podcast, or a video not available anywhere else on your site. This is also a good time to offer affiliate opportunities, discounts, and giveaways.
4. Survey Funnel
There’s no harm in checking in with your subscribers and offering a chance for feedback. Sending a short survey shows your subscriber you value their input, and most people will be delighted to know their outlook and opinions matter.
Pro Tip: Take this funnel a step further by integrating your online survey platform with FeedBlitz through Zapier . Once a survey is completed, the subscriber is tagged and added to a secondary funnel, making it even easier to offer an incentive for completing the survey. Good incentive = higher survey responses.
This particular funnel offers an additional benefit! Not only are you increasing trust and reinforcing the relationship with your subscriber, but you’re also cultivating important feedback and insight to use when brainstorming new content (or products) moving forward.
5. Recommended Posts or Complementary Products Funnel
We’ve lumped these two funnels into one category as they are working to achieve the same goal: offering additional value based on previous subscriber interest. These funnels are triggered by a purchase made through tagging and shopping cart integration or as a follow-up to responses in a Getting to Know You or Survey funnel.
The key to working with this type of funnel is to be very precise about what you recommend. Complementary products can lead to an additional purchase while recommended posts can strengthen the connection with your new subscriber. If you’re recommending something that has no relation, this funnel will fall flat and undermine the relationship you want to build. In this instance, it’s better not to send anything rather than to send something for the sake of sending an email.
Creating Engagement Starts with You
Your subscribers follow your lead. Do you show interest in your subscribers or are they a means to an end? Do you offer value for being a member of your list or are you sending content that is only self-serving? Set the example of how you would like for your subscribers to behave and you’ll find not only do new subscribers fall in line with these expectations, but older and current subscribers will slowly start to come around as well.
If you would like to brainstorm ways to increase subscriber engagement through the use of funnels, send our team an email at firstname.lastname@example.org. We’re here to help! You can also chat, check out our Help Forum, or give us a call at 1.877.692.5489. Our Support and Sales Desk is available Monday – Friday from 9 am to 5 pm EST.
A Productive September and October = a Happier November and December
Why planning your holiday promotions now can lead to greater success — and less stress — come November and December.
The holiday season seems to move into our lives and stores earlier and earlier. Christmas decorations appear on shelves before Halloween. Stores make space for Halloween costumes before summer’s end. No longer is there an official start to the holiday season. And no matter how soon decorations and discounts start to pop up, you still find yourself rushing around at the last minute to catch up on one thing or another.
Running a website during this time can easily add to the scramble. There’s a lot happening on a regular day when it comes to running a website, let alone during peak holiday season! Many site owners find themselves in a pressured rush to think of catchy but relevant content, to source out the best way to capitalize on online shoppers, to decide what sales to send out and when, and more.
It doesn’t have to be this way. Work through a few steps now and alleviate the year-end scramble for you and your website.
Email Marketing and the Holiday Season
As a site owner, you already know email is one of your top tools (if not the top tool) to boost sales and increase engagement both on and offline. The trick is working with your email marketing to produce organized and effective holiday campaigns, without annoying your subscribers or pulling your hair out in the process.
Plan Now to Avoid Stress, Confusion and Last Minute Pitches
Whether you are gearing up for a Thanksgiving series, Black Friday campaign or holiday sales, starting your preparations now allows ample time to get yourself organized, create the content, fine tune the details, and test things well in advance.
Get started by following these four steps:
Step 1 – Make Time to Strategize
First, start a new, blank document or pull out a blank sheet of paper and in one column write out everything you did last year for your holiday promotions. In the next column write out things you wish you would have done differently. Is there something you would have done if you had had more time? Write that down as well.
On the flip side, or on page two, take a few minutes to brainstorm anything and everything you could do during this holiday season for promotions. Include things for your website, in-store promotions (if applicable), discounts, giveaways, social media content and more. Write it all. If something was successful last year, should you consider bringing it back this year? Is there a central theme or a group of themes? With time to plan properly, would you be able to execute accordingly?
Step 2 – Map out your Plan
Now that you have consolidated your thoughts, it’s time to sit down and map out your plan. Decide how many emails you plan to send, look at the calendar and schedule when to send them, and take a few notes on content and images to include. In other words, create a content calendar for your holiday promotions. Use these details to coordinate other online or in-store advertising, and social media postings.
Once your basic calendar is in place, it’s time to drill down into the details of things. A few things to consider:
- Will you be using automated emails from website updates, individual newsletters or creating separate funnels for each holiday campaign?
- Should you send every email to your full list or reserve certain emails and sneak previews for those most active on your mailing list? (Hint: FeedBlitz makes it wicked easy to pull your most active, engaging subscribers in less than 15 seconds!)
- What tags will you use to track your subscribers who take an action? Are you going to tag them through a specific subscription form? A purchase made? A link clicked in an email?
These are all items to consider when it comes to not only your email marketing campaigns in general but especially your holiday campaigns. If you’re rushing at the last minute to throw together an email or campaign, missing details happen. You, on the other hand, are starting early, so you have plenty of time to get these items in place before your campaigns are sent!
Need help planning your holiday email campaigns? We have a guide for that!
Download our Holiday Campaign Planner to get organized, focused and stay on track.
Step 3 – Create the Content
It’s tempting to jump straight to writing your content and skip strategizing and planning, but we wouldn’t recommend it. With your plan in place, you now know what to write and when. It’s time to put pen to paper or in this case, fingers to keyboard.
Create every piece of content for your holiday campaigns in advance. This includes subscription forms, confirmation emails, funnels, the campaign emails, headlines, social updates, and so on. Doing this now saves you time in the long run, and allows you to take a step back and see the bigger picture. When you finish ask yourself:
Is my content inline with my goal(s)? Is it consistent in voice and tone?
Are my calls to action clear and enticing? Does everything fit?
If the answer is NO to any of the above, head back to your keyboard. Work through the creation process early to avoid second-guessing yourself, creating jumbled themes, or rushed content.
Step 4 – Test, Test, TEST
The most vital step, testing is often the most overlooked. Test every single item you’ve created with your email campaigns — your forms, funnels, newsletters — all of it. And don’t forget the less obvious things test your links, your images, your buttons, view your headlines and preview text in different mailing agents. Ensure your tagging is set up correctly.. Make and use a checklist to walk yourself through the process and mark things off as you test.
When everything has been tested, you’ll be confident things are in place, with the correct timing. You may not be able to control open rates and click throughs in your email marketing, but you can and should test your timing, content, and links. We can’t stress this step enough!
Spare yourself time, headache, and stress this November and December.
Imagine spending the holiday season with friends and family instead of scrambling to produce content. Put the time in now during September and October and relax a little in November and December, confident with the knowledge that your holiday campaigns are running smoothly and efficiently.
If you have any questions when it comes to email marketing or would like help in crafting your holiday campaigns, send our team an email at email@example.com. You can also chat, check out our Help Forum, or give us a call at 1.877.692.5489. Our Support and Sales Desk is available Monday – Friday from 9 am to 5 pm EST.