At WeddingWire, we firmly believe in the power of email to reach your audience with relevant, smart and engaging targeted campaigns. Our talented Email Marketing Team is passionate about everything email, from the importance of practicing good List Hygiene, to making the commitment to mobilize all emails to effectively reach users on the go, and even how to creatively and strategically deal with a dreaded “Oops Email!”
We were thrilled to recently be honored as the winner of the Best Triggered Email in MarketingSherpa’s Email Awards 2013 for our Welcome Series campaign. The WeddingWire Welcome Series was designed to create a personalized email relationship with our users, and most importantly provide them with valuable, engaging and helpful information to support and maximize their WeddingWire accounts.
This campaign makes use of techniques you could easily implement to create a personalized email relationship. Here are some tips that you can apply to your business:
- Although it’s tempting to create one email and blast it out your full list of potential clients, personalized campaigns that are relevant to your users behavior and preferences typically outperform generic emails. For example, if you are a photographer trying to engage past clients with another event promotion, tailor your list and customize your message. Send one email to those that you served their wedding, another email for those you served an engagement session, and another email for corporate events. In each campaign, include a simple message about how you loved being their Wedding Photographer, and wanted to share a special discount for any personal referrals to their friends.
- Keep your communication relevant by collecting information about your clients, and personalizing your emails based on that information. If a couple with a December wedding gets an email from you about Spring wedding specials, they might unsubscribe because you aren’t sending anything that’s useful for them. Keep your potential clients interested in your emails by staying relevant!
For more Email Marketing Pro tips, be sure to check out our “Inside the Inbox” series! Do you have any Email Marketing questions we can address next in the series?