3 Ways to Build Urgency In Email Subject Lines
by Rebecca Swayze on December 30th, 2009As I examined my inbox in the days before Christmas, I couldn’t help but notice a growing trend in the email marketing messages I receive from retailers big and small.
Almost every other message in my inbox touted a percentage off or free shipping of my purchase in the next however many days.
We’ve blogged about it before – most email campaigns employ some urgency tactics to encourage email opens, clicks and ultimately more timely sales. This sparked a discussion on building trust and credibility.
And while trust is crucial, time and strategy are also important elements of successfully urgent subject lines.
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Comments: 40
Create Subscriber Expectations Over Time
by Justin Premick on May 27th, 2009This is #3 in series of posts on subscriber expectations. Previous articles here: Part 1, Part 2.
As discussed recently, properly setting expectations for subscribers before they sign up and immediately after they do so helps you deliver the kind of better experience that leads to more responsive, more deliverable email marketing campaigns.
But that subscriber experience doesn’t occur in just a single moment. And expectations can change over time.
How do you make sure the expectations you worked so hard to set in your opt-in form and on your thank you page don’t fade after subscribers have been on your list for a while?
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Comments: 7
Thank You: Another Critical Opportunity to Create Subscriber Expectations
by Justin Premick on May 20th, 2009This post is #2 in a three-part series on expectations. Read part 1 here.
Your thank you page is a critical stage in your email marketing because it links two types of interactions your subscribers have with you.
Immediately before they sign up, they’re interacting with you on your website, with their web browser. They’re 100% in charge of the situation. They can leave at any time and you’ll never even know who they were.
After they subscribe, however, they’ve agreed to interact with your business in a whole new way you pushing information to them when you choose), in a whole new environment (their email software instead of just their web browser).
To effectively transition new subscribers between those interactions, good email marketers set expectations using the thank you page.
Continue reading “Thank You: Another Critical Opportunity to Create Subscriber Expectations”
Comments: 13
Learn The First of 3 Critical Opportunities to Create The Right Subscriber Expectations
by Justin Premick on May 15th, 2009One of the first posts on this blog talks about the importance of expectations in your email marketing campaigns and presents consistency as the key to expectations.
Consistency matters – but before you can consistently meet expectations, you have to set them! If subscribers don’t know what’s coming, it doesn’t matter how consistent the formatting and frequency are – those emails will still feel inconsistent with whatever preconceived notions subscribers had about them.
So how do you create expectations that you can then meet?
As I see it, you get 3 critical opportunities to do so.
Today, let’s discuss the first one:
Comments: 8
What Do Subscribers Expect from You?
by Justin Premick on August 3rd, 2006Consistency is something that we all lean on, from the time we wake up to the time we go to sleep. When my alarm clock goes off, I hit the snooze button and it consistently reminds me to get up exactly 10 minutes later. I turn the left-hand knob on my shower, and hot water comes out of the faucet.
If my alarm doesn’t go off again after I hit the snooze button or if my faucet won’t give me hot water, it throws me off. It doesn’t necessarily ruin my day, of course, but it does remind me how reliant we are on routine and how disruptions in that routine aren’t usually welcome.
And just what does this have to do with your email marketing campaigns?
Continue reading “What Do Subscribers Expect from You?”
Comments: 23
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