MediaPost – When One Email Isn’t Enough
Although many email marketers are concerned about sending too much email, the simple truth is that one email message often isn’t enough to persuade people to take the actions you want.
Sometimes, consumers just need to be reminded about the subscription that’s expiring or the software they downloaded but haven’t tested yet.
Besides reminders, a series of related emails can help you build engagement with a new customer, move a prospect onto the right track or nudge a good lead closer to a buying decision.
Below are four approaches that use automated messages to prompt your customers into acting:
1. Resend the original message. Emails get lost or overlooked all the time. Or, customers just aren’t ready to act when your message arrives.
Try resending the original offer one to two days or a week later to recipients that didn’t record an open. However, you must handle this practice carefully to minimize unsubscribes and abuse complaints:
- Test this approach with a portion of your list first, if possible, to see what impact it has on increased response and ROI as well as list churn.
- Try sending at a different time of day.
- A variation is to use a different subject line that might catch the attention of previous non-openers.
This approach requires minimal effort, may annoy a segment of your subscribers — and likely produces the lowest return of any reminder efforts.
2. Reminders with modified/different creative. A second reminder approach is to send a series of emails, often two or three, with modified copy and creative, but with the same goal as the first email. This might include a reminder-focused subject line and message copy that advises the recipient to act on your offer before it’s too late.
This kind of reminder would work with just about any kind of deadline-based email such as a survey request, subscription renewal, event invitation and sale.
Birthday reminders are a great, but underutilized, opportunity for this approach. I recently received about 15 birthday email messages, many with excellent offers that expired within 30 days or similar timeframe. Surprisingly, not a single company sent me a reminder email before the offer deadline.
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