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Team FanBridge



Happy 2016, FanBridgers!  We’re getting back in the gym, eating kale, and improving our marketing!  Every year, New Year’s resolutions include lofty goals, and we don’t think about how to actually keep them.  So, our first resolution is to define how to achieve our resolutions!  Here’s our email marketing resolutions for 2016 and how to keep them:


Less is More


Think about your goal for an email campaign; it’s usually to get someone to click through to another page, right?  It’s easy to get caught up in email design and get carried away.  It’s also easy to write a painfully long email newsletter without the realization that hardly anyone will read all of it.  Your core message could get lost in a loud design and far less important messages.


To keep this resolution means to keep a few things in mind; key word being few:


Design Elements


When considering an email design, try to stick to 3-4 colors maximum.  More than that will confuse the reader and take their eyes away from the message you wish to convey.


Something else to keep in mind is that black text on a white background is the easiest to read.  While changing it up might seem fun, don’t forget that the main purpose of your newsletter is to get someone to read it.


Calls to Action


It’s easy to write a long newsletter with every update you wish to tell your fans.  Beforehand, make sure you set a goal and identify the main course of action you would like fans to take from your newsletter.  Keep that action as the focus of your messaging, and make sure that anything else you add is supporting content to the main message.


For that main call to action, use something that draws the eye.  Add a button or use our integrations with SoundCloud, Spotify and YouTube to draw the eye to a play button.


READ ALSO: 22 Ways to Use a Call to Action Button


Send Targeted Messages


It’s important to remember that each subscriber on your list is an individual, and they will not react the same to the same message.  A well-targeted campaign will perform far better than a generic campaign sent to the masses.


To accomplish this, a keen look at your campaign analytics might be necessary, but there’s a few general rules you can follow as well:


Send to Super Fans More Often


Your Super Fans are the most engaged, and they are always excited to hear from you.  A simple google calendar reminder and a quick targeting adjustment (see below) can build an even stronger relationship with your most loyal fans.



Send a Different Message to Undefined Fans


Your Undefined fans are those subscribers that haven’t opened a single email yet.  Keep this in mind as you create your campaign and try to find something that might entice them to open that email.  This could be a special discount or coupon, a giveaway, or a contest.


FREE DOWNLOAD [PDF]: Free Giveaway Guide


Geo-Target Special Events


If you ever have a live event, and especially if you’re touring, promote those events to those who are actually in the area and can purchase a ticket.  Use the Geo-targeting feature on FanBridge to send to a certain city, or use a zip code with a radius.  If you send too many irrelevant emails to fans, they’ll stop paying attention altogether.


READ ALSO: FanBridge Intelligent Targeting 


Keep Your List Clean


Something that many people don’t realize is that your list can go bad, just like the milk in your fridge.  Something else people don’t realize is that bad email addresses can affect your ability to reach your most supportive, valid subscribers.

What makes an email address “bad?”  This means the email address is old or outdated, and no one actually checks that inbox anymore.  It could be that the account has been closed or that the inbox is full.  If you’re not sending to a valid inbox, your campaign is more likely to be marked as spam, and it could even get you in trouble with the law.


So, how do you keep your list from “going bad?”  There’s a few simple answers:


Keep an opt-in list


If your list is not opt-in, you might end up in a sticky situation.  An opt-in list means that everyone on your list has voluntarily and knowingly joined your list to receive emails from you.


This means that you did not:

-purchase this list

-use a list from your previous business

-get your friend’s email list

-add your email contacts like jyt6uyatcraigslistdotorg or serviceatverizondotcom

-add random email addresses that you found online


To keep an opt-in list, it’s best to use FanBridge’s signup tools and grow your list organically.  Share your Fan Action Page, Use Fan Questions, and embed signup form widgets to collect emails.  Every signup is sent a confirmation email so they know what they signed up for.  You’d be surprised how this affects your sending reputation and open rates.


Send regularly


It’s important to weed out bad email addresses as they go.  A very small bounce rate for an email campaign is normal.  However, if you let that build up, a high bounce rate could be detrimental.

If you send to your list on a regular basis (let’s shoot for monthly), you’ll be certain to keep a clean list.


Literally Clean Your List


Has it been awhile since you sent an email?  Make sure your next email is a success by cleaning out your list.  By using the Search & Manage feature on FanBridge, you can find and remove email addresses that are not doing you any favors.


If you search for Undefined Fans, you’ll see all of the email addresses that have never opened an email from you.  Combine that with a Date Added search to find older Undefined Fans and see the email addresses that have been on your list for a long time and never opened an email.



READ NEXT: What is FanRank?


There you have it!  Start off 2016 with a clean list and targeted campaigns that your fans will open and click.  These few simple solutions will make a world of difference!