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If you think about it, email marketing and SEO have a lot in common (and I’m referring to more than the obvious things like being a cost-effective way to reach your customers and generate leads). With SEO, your goal is to increase your website’s rankings, which will hopefully improve your click-through rate from the search engine results pages (SERPs). Similarly, your email newsletter needs to stand out in an email inbox to maximize your chances of having your target audience open it.
So how can you get your email newsletter to stand out amidst the hundreds of other emails your customers are receiving weekly? Let’s find out.
Write a Standout Subject Line
Now you might be thinking, “Duh, Katie. This suggestion is common knowledge.” And I’m not going to lie, this recommendation is pretty obvious—but I have to mentioned it because it’s one of the most important elements of your email! Just like how your webpage’s title tag tells the searchers what that specific page will be about before they click it, the email subject line does the same for your email newsletter.
To write a killer subject line, keep these tips in mind:
- Keep it short. You only have so much space to get your message across. Make it enticing, but try to keep it between five and eight words.
- Avoid excessive punctuation or all caps. Doing so is likely to land your email newsletter in the spam folder—which is the last place you want to be.
- Make it personal. Whether you choose to personalize the subject line or provide an exclusive offer, find ways to give the user what they want so they open your email.
Celebrate Non-Traditional Holidays
How many emails did you receive on Thanksgiving? Probably a handful and then some. A lot of companies send email newsletters on a monthly basis and then will throw in additional emails for big holidays. But if everyone is doing it, you’re competing with all of them. So how can you ensure your emails are not only seen, but opened? Try sending emails that will catch the user’s attention!
Earlier I asked how many emails you received on Thanksgiving; looking through my email, I received approximately 30. And I won’t lie to you, I opened up the first few but then deleted the vast majority of them without even giving it a second thought—and that’s not what you want your subscribers to do! Instead of being just one of many on traditional holidays, find some non-traditional holidays you want to celebrate.
For example, how many of you received an email for “Forget Me Not Day” on November 10? I’d safely bet that no one did. All of us have people in our lives that we care about but are bad about keeping in touch with—and that’s why this “holiday” exists. If you’re an HVAC company, this would be a great opportunity to send an email to your customers reminding them that you could never forget about them because of their loyalty to your company. As a thank you, you could provide them with a special offer for furnace maintenance that they may have forgotten about. See what I did there? It’s different. Not many (or maybe even any) companies are doing this. It keeps your company top of mind. And it gives your customers something as a thank you for opening the email.
There are so many non-traditional holidays nowadays—and people love to celebrate them! Embrace these holidays and you’ll be sure to stand out in your customers’ inboxes.
Stand Out From the Crowd with Email Marketing
By creating a strategic email marketing plan, you can increase referrals, up-sells, leads, and booked jobs (sales)! Believe me, email marketing for small business is worth it. Blue Corona provides turn-key, “do it for me” email marketing solutions. We handle it all—from creating a customized email template that matches your overall company brand to creating action-oriented copy and promoting your campaigns.
If you’re ready to create actionable email marketing campaigns, let our experts help—contact us today!
About The Author: Katie is a content marketing specialist at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
View more blogs by Katie Birkbeck