Sending email marketing campaigns to past, present, or future customers is a pro-active marketing strategy. When a visitor finds your site they may soon forget about you, there are so many options available and in most industries there is a lot of noise, it’s easy to get lost.
Subscribers who have trusted you with their contact information are really interested in the product or services that you sell, that’s why they joined your list. If your strategy for staying in contact with people isn’t right, you can loose your subscribers really fast. Since you have already worked so hard to get people interested in your product and/or service you can keep them around by integrating the following quick tips into your strategy.
Internal Email Customizations |
Engage Your Subscribers |
Processes, Themes, & Sending |
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Personalize Emails With Subscribers Name
Personalizing your email marketing is a great way to make a personal connection. Many newsletter software providers give you the chance to personalize names (either first, last, or first & last) within the sent emails. If you don’t use this function you miss out on beginning the emails in the right way, personalized by name. With the Formitus Email Marketing platform you can take personalization to the next level.
Easily enter a “fallback” name, in case you don’t have the name or other information in the database.
i.e. If you specify a personalization option that doesn’t exist in the data base the result falls back to a general greeting such as “Valued Customer” or any other fallback category that you specify.
Read About Adding Personalized Contact Details Within an Email
Add Custom Field Data in The Email
You can extend the personalization capabilities of the Formitus Email Platform by presenting the custom field data of the subscribers that you have on file. It’s a mouth full, but it’s also really easy to do. Through a drop down menu you select the custom field data that you have gathered (or entered) in your subscriber manager. You can add a fallback name just like is mentioned with the personalized names. There are a lot of uses beyond the following example:
When you create a subscriber managing form to embed on a blog or a website you also have the ability to add custom fields to gather customized (specific) information. Read more about creating embeddable forms here. One field that you could add to the subscriber form is a mailing address field. In the email that you send you could add some text such as:
Would you like to update your billing address?
Your current billing address that we have on file is:
[address, fallback=No Address on File] << This code would automatically link to the custom field data.
Update your address at the preference center!
Linking Excerpts to Full Posts
Limit your email size and post a short excerpt in the newsletter containing the first few sentences, then drop a link to the full story on your blog or other page around the web. By adding excerpt and then linking to the full post your readers can quickly scan your newsletter. Being able to scan an email fast to find relevant information will encourage your readers to open all of the emails that you send. If it’s easy for them to find relevant information they will want to keep tuned in.
There are additional benefits to directing subscribers to your website or blog beyond allowing a reader to quickly scan. When a subscriber revisits your website there are additional options available to them beyond the options in the email. Likewise information on a website is easier to read and less distracting. Adding the right call to action once they reach your site can result in repeat sales or a quality lead.
If you gather emails from more places than your website, getting new visitors on the site is important to the sales funnel.
Using the Subscriber Preference Center
You may not be gathering many details from your subscribers, it depends on your current marketing strategies. Many marketers gather additional information which helps them segment and target their subscribers with relevant information. The subscriber preference center gives your subscriber full control of their subscription and makes it super easy to keep their information updated.
When you send an email to a client create a link to the preference center. If you have created custom fields for topics of interest the subscriber can choose what topics they would like to receive information on. Making these options available helps you send relevant, targeted information.
When you create an email to send the email editor provides a quick link to that links directly to the subscribers personal preference center. The default preference center is pretty generic with a white background and the name placed on the account. If you would like this page to include a logo, header, or different background color contact Formitus and we can make it happen.
Segment Your Lists & Target Your Audience
If your message doesn’t match the interest of your subscriber, they will not be subscribed for long. By taking the time to segment your subscriber lists you bring relevant information to your subscribers. Sometimes the information applies to a many segments of your subscriber lists, the way that you present the information to different groups of people matters.
After creating a mailing list you are able to create forms & custom fields to gather needed information that help you segment your lists. Your subscriber lists can be segmented into any number of different groups. Once your lists are segmented you can then create personalized targeted emails that hit their mark.
Creating Subscriber Forms
A powerful feature of the Formitus Email Platform is subscriber management and embeddable subscriber forms. From the email platform administration area on your account you can create subscriber forms to embed on your blog or website. A subscriber form allows visitors to leave their name, email address, or any other custom form data that you set up. You can create as many different form variations as you want and tie the form data to a specific subscriber list.
Creating a form to embed on your site is very straight forward. You can embed the form by choosing one of three different versions of the embed.
Learn about adding custom form fields here.
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Creating Custom Fields For Your Forms
After you create a mailing list you can manage the list, create forms, and add custom field data to your forms. Custom data can allow you to gather additional subscriber information beyond names and email addresses. You could include any number of fields and start gathering relevant information about your subscribers. The more customized data you gather the better. With this information you can:
- Personalize the emails
- Segment your lists by interest
- Target specific sub-groupings of your lists with relevent information
Customized Email Themes
Many email marketing services give you hundreds of substandard themes with limited options. Formitus email marketing allows you to create, upload, and save customized themes that retain your own colors & branding. If you need help with creating a customized theme for your email marketing campaigns we would be more than happy to help.
We have seen it too many times. Themes that are either broken or just don’t fit right with other existing branding. A professionally designed theme allows you to remain in contact with your subscribers and present your message and brand consistently whether they are on your website or reading an email in their inbox.
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