Today, we conclude our series on email marketing with advice on subject matter and email management systems!  If you missed part 1 on who to market to, part 2 on what to market about, or part 3 on when to initiate email marketing, be sure to check those posts out!

Consider the importance of email subject lines.

Subject Lines

Subject lines are so important and need to be experimented with.  Depending on what email marketing software you use, you should have access to analytics.  After running some campaigns, see which ones had the highest open rates.  Study those subject lines, as there was something there that enticed the readers to open your email.  Here are some tactics to use when writing effective subject lines:

  • Heighten curiosity—new class event, new workshop, special guest teacher.
  • Create urgency—expiration dates for promotion/discount, limited availability.
  • Make it relevant to your customer.
  • Show value.
  • Elicit emotion.
  • Personalize your email—use the customer’s first name, for example.
  • Open-ended questions.
  • Schedule them at the right time.
  • Tell a story from a studio member.
  • Short subject lines (between 1-20 characters).
  • Subject lines with free stuff (but don’t use the word “free”)!

There are some words you can use that will trigger spam alerts.  Karen Rubin wrote a great article that included a list of words that can trigger spam.  It’s highly recommended that you take a look at the list before starting your email campaigns.

What System Should You Use?

You need to actually find a service outside of gmail or an internet provider.  Sending group emails is generally not permitted by regular email providers.  Instead, use a company that provides email services for businesses.  These systems are called email management systems.  Email management systems make creating email blasts and campaigns much easier and provide you with analytics.  Analytics are important, as you will spend time creating the emails , and will need to know if they are effective.  You can then learn from your campaigns, and replicate what works.  Email management systems follow the laws set up for controlling spam.  They have features that follow these rules, such as an unsubscribe link within all emails that are sent out.

Common EMS (Email Management Systems)

  • Constant Contact
  • Mailchimp
  • Campaign Monitor
  • Get Response
  • Aweber
  • Infusionsoft
  • Benchmark One

General Email Tips

  • First email should be short, simple, and text-based.
  • Set time aside each month to create email blasts.
  • Send a 1x/week email blast to all customers.
  • Respond to inquiries quickly.
  • Avoid Monday delivery.
  • The best times to send out emails are 5:30 am-6:30 am and 1 pm-2:30 pm.
  • Include “Forward to a friend” links.
  • Be brief, to the point, and respect your customer’s time and inbox.
  • Think in terms of solving a problem for your customer.
  • The primary purpose of the emails is to serve your customers (not sell your customers).  Every email should convey this.

Do you have any email tips that we should add to our list as we finish this series?  Let us know in the comments!