The Secret to Less Unsubscribing and More Engagement
Every day, we strive to provide both an email marketing service and content that can help small business owners thrive. Part of what we do involves connecting with others who also help small businesses and finding out what our subscribers and customers can learn from them.
Tamara Campbell of Xplore Communications happens to be an AWeber customer AND someone who helps small businesses. Xplore helps cities and towns promote themselves and bring traffic to the small businesses in that town. One community benefiting from their services is the Hoboken-Jersey City area. Their marketing campaign is called “HudsonPulse.”
Hudson Pulse consistently sees good open rates and months can go by before someone clicks that unsubscribe link. So what’s the deal? Consistency. Tamara makes sure everything about this email campaign is consistent. We took a look at how she does it and what small business marketing strategies she’s learned.
Put a Web Form on Every Page
If your website has multiple pages, you don’t want visitors to be scrambling to find where you had that sign up form. Set up a side bar and include your form in that, and have that bar appear on every single page.
Check it out on the HudsonPulse site:
Not only is it a convenience, it makes for a clean, organized design.
Send on a Schedule
Decide when you want to send your emails and how often. Mondays? Fridays? Both? The schedule is really up to you, but once you pick it, stick with it.
HudsonPulse sends weekly emails every Tuesday around 2 p.m. Subscribers know this right away, as it’s on the web form, and they get no more, no less.
“HudsonPulse was initially a print publication. When we decided to go online we knew we need to keep a consistent communication effort for people to know what is going on in their neighborhood – so we started HudsonPulse weekly emails,” says Tamara.
Keep Subject Lines Familiar
Consistency can also work with subject lines. Including the same thing at the beginning of each subject line (like your company name) makes your emails easily recognizable in the inbox.
HudsonPulse handles this by following a formula: the city names followed by the dates being covered:
This consistency allows for subscribers to easily recognize who the email is from and what it’s about.
Design Emails to be Recognizable
Just as you want subscribers to recognize your emails in the inbox, you also want to maintain that familiarity within the email itself. Even something as simple as including your logo at the top of every email can help.
HudsonPulse mimics their website and uses the same layout each week:
The information is fresh every week as different events are featured, but the design remains the same.
Offer an Option to Subscribe to More
Sometimes you may find you have new content to share with your subscriber, but you’re not sure how to introduce it. One thing you can do is start a new list and allow subscribers to sign up to this new list if they’re interested in other emails.
The cities of Hoboken and Jersey City have an event called Hudson Restaurant Week a couple times a year. Those weeks need more emails to update fans what’s going on. Since HudsonPulse is meant for weekly updates, a new list was created. The option to check out the other sites (and their lists) is available in the footer of HudsonPulse:
Instead of confused subscribers, they can decide which lists they want to sign up to.
“People also join the list by signing up at participating restaurants. Our open rate is pretty high for those emails as we only send them 6-8 times a year (mostly over 50%). People usually spread the word about Restaurant Week by forwarding the emails to friends and co-workers,” says Tamara.
Email Marketing Helps!
“My advice for businesses is to not leave email marketing off the marketing list. Even with all the emails that one may receive on a given day, if a person has elected to receive your email your message can still get there. It’s still one of the cheapest forms of marketing outreach.”
Do You Have High Retention?
What do you do to keep people on your list longer?Print This Post
Become a Better Email MarketerSubscribe to This Blog by Email
Leave a Comment