My apologies for skipping last week. It was my daughter J's twelfth birthday, and I was in the midst of preparations to celebrate. But I'm back now with the fourth in the five-part series. If you missed the other marketing posts on mobile, social media and content, you can check them out.
No doubt about it...your adventure/active travel business could benefit from email marketing.
But you just don't want to do it.
Well, here's the dirty little secret. Nobody really does, but email campaigns are every marketers' necessary evil. It's especially difficult to accomplish the auto-responder series, in which you need to write three, five or more emails to subscribers, selling your product or service in each one.
So how do you make a onerous but indispensible task as painless as possible? Hire a copywriter (hint, hint). Or if you a DIY-type, here are a few great tips from the nine mentioned in HubSpot:
- Provide an incentive - This just represents good old fashioned selling. But including a strong reason in your subject line can greatly increase the chances of getting the email opened. Discounts off regular priced packages are always effective, but what else can you do to make clicking on your link irresistable to prospects? In addition to this strategy, you'll also want to craft an intriguing line that hints at what's to come in the email inside.
- Keep your primary message and CTA above the fold - Your main sales point and call-to-action should be in the first screen without scrolling down. This contributes to increasing the visibility of your message. You'll also want to place your CTA's at other strategic points of your letter.
- Remind prospects with auto-responders - Not only can you use the email series to sell certain products and services, you can also use them to remind people who opt-in of their subscription to your site. With this, you can send them valuable content that can gently prod them to a sales message.
What kind of strategies have you used in your email marketing campaigns?