As easy as communicating via email might seem, it is also pretty easy to make email blunders without even realizing it. With so many emails hitting our inbox these days, many emails are begging to be skimmed, or even worse, ignored altogether. But that’s not what you want! You want your emails to be eye catching, read in full and replied to. So, how do you make it happen? Follow these tips to keep your emails out of the trash and generating opportunities.
If you haven’t already, sign up with a good email service, such as MailChimp, to send automated emails to large lists. If you have a set list of leads, using an email service allows you to publicize your services and keep in touch with ease. Did you upload a new blog to your website or are you running a special deal on your services? Send an automated email to your couples to keep them in the loop.
Additionally, be sure to personalize any automated emails that you send. At the very least, you can use your email service to insert each individual recipient’s first name in the subject line or email body. Including small personalizations like this can decrease the appearance of spam and increase the open rate.
Overwhelming couple’s inboxes with a constant stream of emails is certainly not best practice. But on the opposite end of the spectrum, sending one timely email that has too much information and too many redirects is just as lethal. Every email should include only one call-to-action. This “CTA” should be straightforward and drive the one action you are hoping a couple will take after opening your email.
Your subject line shoul—
Your subject line should be eye-catching. It shouldn’t be in all caps or have half a dozen explanation points. It should relate to the content within the email. But, most importantly: it should be short… and not for the reason you might suspect.
Sure, a short subject line is easy to read and fully comprehend. But a short subject line also won’t get cut off on a mobile device. You already know how important mobile is, especially when it comes to emails. Thus, constructing emails with mobile displays in mind is imperative.
As a test, look at your email inbox on your phone and then compare it to how your inbox looks on your computer. How many subject lines and characters get cut off on your phone compared to your desktop? Write every email as if it’s only going to be read on mobile and you should have no problem!
Good list hygiene
WeddingWire’s Chief Marketing Officer, Sonny Ganguly, suggests that you should clean out your email contact list quarterly, if not monthly. While Sonny loves this tip, he can admit that it’s also a bit controversial. Without fail, Sonny says that a follow-up question he always receives after revealing this tip is “but don’t you want as many people as possible to see and hear from your business?”
His answer to that? Well, yes… and no. While free publicity, in this case, emails, could be great for your business, the publicity isn’t worth much if it’s not going to qualified leads. If your emails aren’t getting opened by certain recipients and haven’t for some time, you are allowed to cut your losses. Past clients of yours who have already gotten married and potential customers who just aren’t responsive to your emails aren’t worth keeping around.
If you are a contact hoarder and are worried about purging your list, start slow. Maybe you have quite a few married couples that used your services but no longer react, or react less often to your messages. Perhaps send this group a quarterly email about what you’ve been working on, or if you are able to offer a service that isn’t wedding-exclusive.
Provide an option to unsubscribe
Be sure to give your clients the option to opt-out from your emails. Platforms like MailChimp will create an unsubscribe link that can be included in any email that you send. This link will allow viewers to unsubscribe from your messages and also ensure that you are complying with email laws.
If you aren’t using an email service but still have viewers opt-out from your messaging, be sure to remove those recipients manually. Ideally, you should do this ASAP, but they should definitely be removed within 7-10 days.
Send emails on weekends
Never send an automated email on a Tuesday! Nearly 18% of all business-sent marketing emails are sent on Tuesday, making it the most popular day for automated emails to fill your (and your clients’) inbox. The days with the least amount of sends? The weekend. Only 8.58% and 8.68% of all business-related marketing emails are sent on Saturday and Sunday respectively.
Still not sold? Most people have more time to check and, more importantly, respond to emails over the weekend. Saturday and Sunday are also the two days of the week when couples spend the most time planning their wedding. We understand that weekends might be the busiest two days of the week for you as wedding professionals, so plan ahead and schedule your emails several days in advance.
A good email can be the difference between a booking and the trash folder. So it’s important to take the time to consider your email strategy. We hope that you are already implementing some of these strategies, and if not, that you now have some ideas on how to start. Happy sending!
These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.