Marketing can be a tricky game. We want to help ensure that your efforts are paying off for your business. Below are some best practices that can help with your marketing performance. We have also included some links to related Help Center articles for how to accomplish these steps.
1) Clean up your email lists: Customers can make a mistake on their email, provide a fake email, or change to a new email address. In all of these scenarios, your emails are not reaching them. This can have a very negative impact on your email delivery performance. To avoid missing your customers, make sure you are working with an accurate email list.
a) Ask your customer’s regularly for their updated email address. The easiest times to do this are during Check-in or Check-out. Add/Edit Clients
b) Review your sent marketing messages, to see what customers are among your bounced email lists. Campaign Results
2) Personalize & Segment your Clients: Receiving personalized messages are rather rare today. Nothing shows that you are valued as a message that is direct to you and your interests. While writing individual emails would be extremely difficult, you can help that by Segmenting your Customers. Grouping types of customers by interests, services, anniversaries, or other identifying information will allow you to design your notices and promotions to maximize your client engagement.
a) Use the intake forms, to gather additional information about your customers. Upon Review, take a few minutes to add Label Categorization to your customers. Intake Form Creation and Client Label Categorization
b) Once labels have been created for your customers, they can be utilized for sending your messages. Sending Campaigns Based on Label
c) Run Targeted deals to your existing customers. Often times the focus is to just obtain new customers, and your existing client base feels left out.
3) Have a clear call to action: Messy, busy and confusing emails will often be ignored. Make sure that you are not making your emails Needy, Sleazy, Cheap, Manipulative, Far-Fetched, or Shady.
a) Format your Emails. Spacing, centering, and punctuation can make a big difference when your customer comes to use your email. Formatting your Campaign
b) Don’t use spam/manipulative language. Doing so calls the customer to distrust your emails, and increases the likelihood they won’t be opened. Top Spam Words to Avoid
4) Test email delivery times: changing the time of day you send your promotions, and events could potentially increase your interaction and open rate. Achieving a 100% open rate is impossible, and an unrealistic expectation, but you can work on increasing this open rate. This will ultimately lead to better purchase rates, and repeat customers.
a) Delay some of your promotional emails. Testing when your customers are likely to open your notices can also help with your bookings long term. The easiest way is to hit certain Labels for an AM vs PM deployment. You can set them up at the same time but just change the send time accordingly. Delayed Sending
5) Play with your Subject Line: Making emails personal extends beyond just the body of the email. Making someone feel valued before they even open your email can be a large win. Look over your own inbox, and take a count of how many emails appear to be sent directly to you, instead of a large group.
a) Utilize your client labels to help personalize the titles. Client Label Categorization
b) Avoid Spam/manipulative wording in your subject lines. Too many words that can appear to be something that should be immediately filed away, can hurt you. Not always can you avoid certain words that do apply to your event, promotion, or product, but you should never make false claims. These types of claims in line with spam-like words can be an immediate flag for your client. Top Spam Words to Avoid
c) Do a few test emails to yourself with different subject lines. Look at them through your own inbox, and compare what stood out to you, whether good or bad. If you don’t like it, your client probably won’t, either.