Creating a well-timed and creatively worded email blast can result in an increase of website traffic and draw significant attention to your cause. When you have an issue you want your customer base to get behind, create an email blast to get their attentions. Not only will you draw attention to your cause or charity, you’ll also drive traffic to your website that may result in a purchase of products or services.
Email blasts are also a great way to market your subscribers and let them know about new products, services or an upcoming sale. There’s not much division between a well-placed advertisement and spam. It’s important to always think of the customer, so your information doesn’t fall upon “deaf ears” or get recycled into a spam folder.
If your business is creating a green initiative, participating in a charity or simply getting behind a new cause, create an email blast to watch the traffic roll in. You’ll score some brownie points for being a do-gooder and some sales simply for engaging your customer on a different level.
Make the List
You need to build your audience. If your customer base isn’t getting your messages, you’re not going to be effective at drawing their concerns to a particular cause.
Use a quality email marketing service to ensure that emails are filtered the correct way and sent to everyone on your subscription list. An email marketing service is going to respect your subscribers, as well as include relevant and engaging content.
If you choose to send the email blast yourself, you may want to ask your customers to whitelist you beforehand. Customers can whitelist your emails simply by adding your email address to their contact books. On your website, where customers subscribe to emails, make sure to also suggest that they add your email address to their contact list to avoid your emails being filtered as spam.
Guidelines also suggest including a way for customers to unsubscribe from your messages. It’s unfortunate when a customer unsubscribes, but you’re protecting yourself from a potential lawsuit. You don’t want to be labeled as a spammer who doesn’t give uninterested customers a way out. By providing a link to unsubscribe, you’re showing your customer you’re more concerned with their needs than just your bottom line.
Hit Your Target
Targeted messages create results. It’s that simple. You need to do the research, so that your message hits the right demographic at the right time. For example, if your company is promising to use less energy, by working under natural light, your email blast should be sent in the summer – not the winter. Your priority demographic should be those customers you know appreciate a green initiative.
Another example is if your company was selling barbeque grills. Sending your email blasts in the winter isn’t going to be as effective as sending them in spring and summer. When it comes to an email blast announcing a cause, send it with enough time to collect support and donations, but don’t send it out too long before the actual event.
You want to create the desire to interact with your business. By targeting customers, you’re creating an urge for immediate action. In order to target customers effectively, you may need to change the formula a few times before it’s right. This is another strategy that an email marketing company will handle, should you choose to hire one.
Timing is Everything
When it comes to email blasts, you have to find a happy medium when it comes to frequency. Your company’s newsletter can go out once a week or month, but your email blasts should be less frequent. If you send too many email blasts, your customer base will feel like you’re spamming them and they will ignore your messages, without reading them. Even worse, they’ll begin marking your messages as spam.
Still – if you send too few email blasts, you’re not alerting your customers to important issues, savings and company goings-on. Your customer may forget about you. More likely, they’ll forget they even signed up to receive your email blasts. You’ll be filtered to their spam folder and forgotten forever.
As a rule of thumb, send email blasts bi-weekly or once a month. This should do the trick. If you have a time sensitive update or if you’re having a special sale, those email blasts should be an exception and go out.
Pull the Trigger
So, your business is supporting a charity and you want your customers to acknowledge your good deeds, interact and support your efforts. The best way to do this is to create an email blast based on triggers.
A trigger is anything that makes the customer feel as though they’re getting specialized attention. For example, if your business is doing an MS Walk, you can ask the customer to show up and show their support, by stroking their ego.
“We need YOUR support. As our valued customer, we don’t think we could do this walk without your cheers and generosity.”
Other examples of triggers include:
- Sending the customer a special coupon or savings on their birthday
- Sending a thank you email blast, after a purchase has been made
- Send them a message encouraging them to review a product they purchased
It’s important to engage the customer before, during and after a sale to create value and increase the odds of having them repeat their business. If a customer has interacted with your charity or cause, you should thank them for being so generous. You can then offer them a sales incentive as a reward. For instance, you can offer them a free gift with their next purchase.
Great Content = Improved Clickthrough Rate
Your email blasts need to be written in a way that engages your customer. Things like typos, grammar errors and generally awful writing will alienate your customer base. Make sure to proofread your email blasts a few times before sending them off.
Your email blast should truly engage your customer. If you’re focusing this email blast on your company’s cause or charity, you’re going to want to ensure the email blast effectively explains what you’re doing and why you’re doing it. Overall, if your email blast is easy to understand and process, it should result in an improved clickthrough rate.