When planning a wedding, engaged couples are inundated with emails from both prospective and booked vendors. How do you make your emails stand out from the rest? The answer, though complex, is relevancy. The more relevant your email is to every person on your email list, the more likely your recipients are to open and click through to where you want them to go.
To make your emails more relevant to your prospects and clients, think about your emails as part of a strategic campaign. Below are three ways you can go back to basics to make the most of your email campaigns!
Simplify your email design
There are a lot of considerations for a great email campaign, but it all starts with the right design. Keep your designs clean and simple so that they’re easy to read. Don’t add too much content, which can make emails difficult for recipients to digest quickly. Be cautious when adding imagery so as to not overwhelm your readers, and use clear calls-to-action. If this sounds complicated to you, skip the design! Although research suggests that users prefer more images in emails, text-only emails can still be just as effective as designed emails since they often seem more personal. Try A/B testing the same email in a designed template and a text-only template to see what your audience prefers.
Focus on driving one action
The more clutter there is in your email, the harder it is for your recipients to know what action you want them to take. Each email you send should have a clear message that is simple and compelling, with a single call-to-action. If you have multiple actions you want recipients to take, think about segmenting your list or sending a series of emails to address each action. For example, segment your list by wedding date so that clients with weddings in the next few months are encouraged to take an action, and clients with wedding dates further away are encourage to take a different action. Or, if the actions you’re driving are sequential, set up a series of emails that encourages recipients to take each step at a time.
Use drip campaigns to continue the conversation
As alluded to in our point above, a series of emails is a great way to guide recipients towards a goal you set for your business. In email marketing, a sequential series of emails is called a drip campaign. You can schedule emails in advance so that emails are automatically sent after a specified amount of time. If you use a more sophisticated email service provider or content management system, you may be able to set up drip campaigns based on behavior – trigger an email when a client signs a contract, sends a payment, writes a review, and more.
These tips will help you take a step back and think about your emails as a marketing campaign that drives action. Use these suggestions to boost your open and click rates!