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Making Good Impressions

 

First impressions are tough. When it comes to email marketing, they’re even tougher. One bad impression can sour a relationship. But what do you do when EVERY campaign hinges on making a good impression? You build a strong subject line.

Here’s 4 tips on ways you can keep open rates high by making a lasting impression through your subject line.

Short & sweet

With 54% of email being opened on mobile devices, it’s risky to avoid considering how your campaigns look on mobile. One way to ensure your campaigns are optimized is by keeping subject lines short enough to fully display on mobile. Most devices allow around 30-50 characters so be sure to keep your subject lines around 4-7 words.

 

You can keep your subject lines short by briefly highlighting the main message of your campaign. Not only would you be saving your subscribers some valuable time, you’d also avoid misleading subscribers and prompting them to delete or mark your campaign as spam.

 

Read More: 5 Simple Ways to Stay Out of SPAM

 

Action

If an email doesn’t feel actionable, how is your audience supposed to feel motivated to open it? By including words that create a sense of urgency (today, tomorrow, alert), fans won’t want to miss out on what you have to say. In fact, action words have proven to increase open rates by 22%. Combine this with a call to action and you can easily let fans know what to do next and how long they have to do it.

 

Read More: Creating Effective Calls to Action in Email Campaigns

Value

Nothing beats free stuff. But while the word “free” may trigger spam filters, that doesn’t mean you can’t get creative with it! If you’re providing an incentive, be specific in mentioning what you’re offering fans. For example, if you want to have a flash sale on a music lesson course provided on your website, let fans know with a subject line that gets to the point (1 Day Only – Music Lessons 50% OFF!)  In doing so, you’re adding a little transparency to your subject line, allowing readers to know exactly what they’re getting when they open your email.

 

Read More: Incentives: The Good, The Bad & The Just Plain Ineffective

Test

While there are always science-backed best practices, no two mailing lists are truly alike. To truly understand what YOUR audience responds to, try A/B testing your subject lines.

Testing helps you find out how fans react to different styles of voice (jokes or professionalism?), questions and more outside-the-box elements like emojis.

 

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Team FanBridge

6 keys to engagement success

 

Establishing a brand presence on social media is no easy task. Even with the right tools, it can take some time and a lot of knowledge to build an engaged following. So we’re here to shed light on ways to increase engagement among your followers.

1. Strategize

What do you wish to accomplish by creating a social media presence for your brand? Better brand awareness? More traffic to your website? Try establishing marketing goals you wish to achieve in the near future. In doing so, you’re creating a clear cut path to which you can strategize to gain the right level of engagement.

2. Understand your audience

Once you’re ready to start building an audience, take steps to understand how your ideal fans interact with the social platform you’re on. Do they respond better to a friendly brand voice or a professional tone? When are they most online? For how long? When you truly get a feel for what your audience enjoys, you can curate content that leaves an impact & motivates fans to engage you.

3. Establish connections

Establishing a following isn’t always done by simply bombarding your audience with content. Sometimes it helps to pepper some conversation into your social presence to connect with fans on a more one-to-one level. Engage with fans who mention you on social media or find a way to blend yourself into conversations surrounding the industry related to your brand. With 77% of brand conversations revolving around seeking advice or information, stepping in to meet this need directly could stimulate a trusting relationship between you and your audience.

4. Provide value

When it comes to the content you’re sharing with your audience, there’s may be a temptation to sell, sell, sell through your marketing. But it pays off to switch up those efforts by providing valuable, informative content to your audience. While promotions can influence new follows, 45% of consumers will tune out and unfollow if your main focus is promotion. By sharing info your fans can apply to their lives, you build trust and loyalty among these fans. And when it finally comes time to sell, they’ll want to support you by engaging, spreading awareness and making purchases.

5. Incentivize

As you work to increase awareness through your audience on social media, it may help to sweeten the deal with an incentive. When over 50% of referrals from fans are driven by incentives, there’s little doubt that these efforts can motivate your fans to help spread the word on you and your brand. You can set up contests, promos & giveaways to drive your audience to mention you online in exchange for exclusive content or free swag.

 

Free Giveaways: Share The Love!

6. Analyze

So you’ve set up an audience profile and are well underway with acting out your strategy. But once you’re sharing content, how do you know it’s performing well? Try tracking your content’s performance to figure out what your audience enjoys and what’s not working. While most social platforms come with built-in analytics features, there’s a number of robust tools available for tracking social performance. Once you’ve gained an idea of how your content performs, tailor new content around your findings to improve audience reception and boost engagement.

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Team FanBridge

Are Millennials Ruining Email-

 
Oh, millennials. Those Snapchatting, avocado toast-munching 20-somethings are single handedly “ruining” diamonds, the housing market and cable tv. But are millennials still paying attention to emails? Or is email marketing soon to be another victim to the “Me” generation?

What the heck’s a millennial?

Generally, millennials are used to describe younger demographics from anywhere between 20-somethings to tweens. But they’re usually classified as young adults born between the early 1980s to early 2000s. And with a projected $200 billion in spending power for 2017, they’re one of the most highly sought after demographics for marketers today. They’re not ruining email marketing, but they are giving marketers a run for their money.

Segment & Personalize

Much like the generations before them, it’s challenging to lump millennials into one simple audience profile. What may work for one group might be an absolute turn-off for another. Find out what kind of content your subscribers would prefer and/or how frequently they would like to receive emails and create sending groups based on this data. In doing so, you’ll give your subscribers more say in the content they receive while ensuring you’re effectively sending them the right message.

Email & Social

While social media has been touted as an “email killer” for as long as it’s been around, millennials are finding email to be their preferred channel for brand communication. For millennials, social media is where the relationship is created and fostered at first and email is used for communication once a sense of trust has developed between brand and buyer. A healthy mix of both email and social marketing is possible, if not highly suggested, but it’s important to know how your target audience responds on each channel.

Mobile-first

It’s a common stereotype that millennials are always glued to their phones. Though as lazy as the assumption may seem, it’s not entirely wrong. In fact, many young adults are checking their phones first thing in the morning, just before bed and even from the bathroom. And with 88% of millennials preferring to view emails on mobile devices, it’s a safe bet they’re checking their inboxes at these times. When targeting campaigns for millennials (or anyone, really), make sure your campaigns are visual-focused and optimized for mobile devices. Try experimenting with different sending times to find when your audience is checking their email most.

Marketing to millennials doesn’t have to be as daunting as it may seem for some. If you ever find yourself intimidated by the thought of reaching millennials, just remember:

Don’t:

Lump your subscribers into one group: No two millennials are exactly alike. So don’t market to them as if they are! Segment your subscribers and tailor your content to meet their individual needs.

Force slang/hashtags/memes into your content: If it naturally fits your brand voice, go for it. But it may be best to avoid usage if it’s not a good fit for you, no matter how “lit” it may seem.

Do:

Provide a healthy mix of social and email communication: Don’t be afraid of a little multi-channel communication. Take note of what your target audience responds best to on each channel and adjust your strategy accordingly.

Optimize your emails for mobile devices: The “Me” generation is the mobile generation. Make sure your content is optimized to view on smaller screens before sending.

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