Recognition, Timing and Outstanding Offers are Key!
The reality is that there’s no sure bet when it comes to e-mail campaigns. You can't always count on your audience loving your e-mails and awaiting their arrival with anticipation. Sometimes people are only half interested in what you offer. That is, they are interested enough to subscribe, but only interested enough to open your e-mail once in a while. However, you can increase the likelihood of these people opening your e-mails by snagging them with a catchy subject line. This can be difficult, but a general rule of thumb is to promote your best offer within the subject and put that offer at the top of your e-mail campaign. So, what’s the best offer? It may be more profitable for you to promote a cheaper product than an expensive product. On the other hand, it may be more profitable to sell the expensive product. Or, it may be most profitable to try and sell both. Only sales experience will help you with these decisions. You have to pay attention to what you do, and how much you make. You have to learn from these experiences, and be open to trying new things that may fail. In many ways it can be much more important to know what will fail, than what will succeed.
When you e-mail with MailPropeller, your From Name shouldn't be an issue. We expose your subscribers to your From Name right away on the landing page, and again in the Double Opt-In confirmation e-mail. This process is designed to lay the foundation for future e-mail recognition. Still it stands to recognise the importance of the From Name in influencing your e-mail open rate. After all, if people don’t recognize the sender, they are far less likely to open their e-mail. So it’s a good idea not to change your From Name. It’s also a good idea to send e-mail campaigns frequent enough to remind your subscribers that you exist. Again, this does not mean you have to send a slew of e-mails. You can send an e-mail once a year if you brand yourself effectively enough to ensure the recipient will never forget they had a trusted relationship with you.
Now that you understand a little bit about the importance of frequency, Subject Line and From Name, let's look at the offer you send in the e-mail and how to get them to convert. When you create an e-mail campaign with MailPropeller, your send list can be easily targeted. Whether it’s a list of hobby fisherman, or people who own Jeeps, you need to come up with a relevant offer that will suit your target market. It’s important to put thought into developing these lists.
Timing can also play an important role. People are more likely to buy flowers around Valentine's Day or Mothers Day than they would be during the rest of the year. When the season is that relevant, even Jeep lists and Fishing lists may be able to pull off ads in their campaigns for flowers. Of course such an attempt can go awry, but something such as "Don't forget your mom" could put a spin on the e-mail so that it conveys sincerity. However, don’t put these offers in your e-mail all the time. Sporadic and well-planned is best.