Communicating with customers can be a blast!
This Tie-in Tuesday, I’m “tying in” to my friend Steve’s advice on boosting traffic to your booth at PACK EXPO Las Vegas.
I’m a big believer in the power of email, particularly, eblasts. Email campaigns continue to offer the best ROI for your digital marketing dollar, hands down. If you follow these suggestions, eblasts can be an effective tool for provoking interest and curiosity and getting customers to visit you at the show.
Follow the golden rule of email…
never send an email you wouldn’t want to receive yourself. Remember there is a real person on the other end of that eblast. Know your audience and make sure the information you’re sending is valuable and educational… or at least entertaining. Any communication with your customers, even an eblast, should strengthen your relationship with them.
It’s a blast, not a bomb.
The average email open time is 15-20 seconds, so make sure your message is strong and clear with a prominent call to action. Also, make sure you’re not bombarding your customer with daily emails. They will quickly disengage or, worse, unsubscribe and mark you as spam. Try to limit emails to no more than once a week; two or three times per month seems to be the sweet spot.
Spend some time on design.
Even a simple eblast needs to fit your brand. When your customers open their email, it should feel like an extension of your current ad campaign, corporate brochure or your website… and don’t forget to link to your website! Maintain a good ratio of images to text, but if the images are too big, they may take forever to load.
Write subject lines that tell, not sell.
Make sure your recipient knows who’s sending the email. Shorter is better, but be descriptive rather than trendy. Also, make sure you get past their spam filters. Don’t use “spammy” keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!!
Video is king!
For your eblast campaign, consider including educational explanations, product demos or customer testimonials. Experts say the word “video” in an email’s subject line can boost open rates by 19%, and that the use of video can double, or even triple, click-through rates. But keep it short. Videos under 90 seconds see an average retention rate of 53%. Videos longer than two minutes drop off significantly.
One last thing; never send without testing first. Send your eblast to your coworkers and your clients to weed out any mistakes and make sure it works with different email services.