9 Ways to customize your company's email marketing profile
Too often, we see email marketers using "default" settings on their public-facing pages. Subscription/Unsubscription confirmations, Forward-to-Friend forms, and a host of other screens that each have a unique and special step in the subscriber engagement process...yet they're being left alone by the marketer.
Guess what happens when you do that? You lose key opportunities with your subscribers to build loyalty, cross-channel following, and come across as a more sophisticated marketer that cares about its subscribers. To your subscriber, that confidence in you is only going to lead to more engagement with your campaigns...but instead, most businesses settle for a nondescript white page whose only graphic is the Email Service Provider's logo.
Don't settle for "default"
To build subscriber loyalty, cross-channel following and more subscriber engagement, take note of these nine ideas, illustrated below using screenshots from one of our clients' email marketing accounts. Then, hop over to your Email Marketing Service account and implement them before your next campaign.
- At the bare minimum, add your logo to every public-facing page
- Wrap around a template similar to the look of your website for a more seamless look
- Make the page optimized for mobile, or at least no wider than 640 pixels
- Add links to your social profiles on the confirmation pages to encourage social following
- Tell people right on the subscribe page what to expect (content & frequency) from your campaigns. If you can link to an archive page, do it so they can get a sample.
- Use active tense. You want people to invite you into their inbox, so skip the passive voice and talk to them like a human being.
In Your Email Messages
- Design your Opt-in confirmation message with, at minimum, your logo.
- If you have other confirmation emails that go out (updating subscriptions, success emails, etc.) be sure to add some branding to them as well.
- BONUS: If you promote F2F (forward to friend) links and social sharing in your campaigns, be sure to add a link to your newly-branded signup form. It sounds counterintuitive to put a "signup" link inside your campaigns, but it's really the fastest way to convert non-subscribers viewing your campaigns into subscribers. (Thanks to @cspenn for this one, he uses it in his WhatCounts newsletter)
Now it's your turn!
What other tips do you have to build loyalty, confidence and cross-channel engagement? Who's doing it right? Tell us in the comments below?