The importance of email over social in specific customer acquisition.
“That makes it hard to justify hunting for subscribers on platforms like Facebook, (…) Instead, (…) rely heavily on their owned tools and channels, specifically paywall and email, to gather new customers”
source: https://danidonovan.tumblr.com/image/185062827951 via Tiffany Black on LI
From ‘sorry’ to ‘thank you’ and gratitude.
Smart marketing move by WODbottom, sending a ‘thank you for ordering’ email note the day after the order. And a funny delivery txt message, linked to the UPS notification. First received the UPS message (3h after actual delivery in the mailbox), then the SMS, followed by, a more formal, WODbottom email.
source: https://www.ragan.com/9-dreadful-opening-line-errors-that-will-doom-your-pitch/
Here’s my advice on avoiding mistakes in PR pitches, supported by the openers of actual emails, along with my italicized comments. (Fleur: this can also be used in general emails, content, and more)
1. Use numbers. Numbers are your email subject line’s best friends.
Extensive A/B tests by email platform Campaign Monitor found subject lines with numbers achieved a 57 percent better open rate than those without.
2. Remember, characters count.
Next, remember real estate for your subject lines is very limited. Desktops usually display about 60 characters and mobile devices about 25 to 30.
3. Use these 10 words that increase open rates: thanks, golden, iPhone, breaking, advice, course, thank you, exclusive, review, top stories
4. Skip these 10 words that decrease open rates: get rid of, secret of, shocking, what you need to know, won’t believe, quickest, aim, call, put, 2 for 1.
5. Do your own A/B testing.
Business email tips, how to compose the best email?
1. Leave the TO field blank until you are ready to press SEND.
2. Use the SUBJECT line to inform rather than simply to identify; it should read like a headline that summarizes your message and draws in the reader.
3. Base your message content on your receiver’s need to know. Consider journalism’s five W’s: Who, What, When, Where, Why (and sometimes How).
4. Use standard grammar and spelling. Go easy on the acronyms, abbreviations and jargon.
5. Use short words, short sentences (eight to 12 words) and short paragraphs (50 words or fewer), with a line of space between paragraphs.
6. Use bullet points and numbers to organize information into tidy chunks.
7. Fill no more than one laptop computer screen with your message.
8. Keep your spell-checking function on, but still reread and proofread your message before sending it out.
9. Avoid attachments whenever possible. If an attachment is necessary, add it before you start to compose your email. We’ve all received or sent emails that refer to missing documents.
10. Reply the same business day, even if it’s just to confirm receipt and advise the sender when you will respond in full.
11. Respond to all questions posed, and try to anticipate others to reduce the number of back-and-forth messages.
12. In an ongoing thread, change the SUBJECT line if the topic changes.
source:
“Email—yes, #email—is the next great #mediaplatform
Editorial-focused newsletters are gaining momentum”. Re-rising in your inbox.
“Yet, for all the animosity, email, by most measures, is not only thriving but also spawning a whole new style of publishing—one that promises to fill an important void in the modern media landscape.”
Social media advertising
1. Drive users to a newsletter subscription page with a strong CTA
2. Drive users to the landing page of a premium gated piece of content
3. Drive users to a post optimized for email acquisition
Content marketing
What’s going to get someone to sign up for your email list? The promise of value. That could mean coupons and free offers, but even more so, it means amazing content that’ll help people do their jobs better or live a more fulfilling life.Great content is now table stakes, and there’s little chance a reader will press “Subscribe” unless they just read or watched something amazing.
Search engine optimization
One trend we see across Contently clients is readers who come from search are the most engaged compared to other channels. Our clients index heavily in B2B and finance, so this makes sense. People who come from search are usually looking to solve a problem, and they’re happy to sign up for a free resource that provides them with a solution. This is why you have to ensure your article pages and subscription pages are optimized for your target keywords.
top tips for email subjectlines
“Interactive emails enable recipients to browse a mini-site embedded in the body of the email. Microsites within emails can even share live content, such as countdowns or local weather forecasts.”