How to Stand Out in Your Customer’s Inbox

How many emails do you get per day? And of those tens/hundreds/thousands you get in your personal inbox, work inbox, and more, what makes you open one but not another? It’s probably a combination of factors – who’s sending it, the time of day you receive it, the subject line, and the type of content.

Now let’s look at email from the other side – when you’re the sender. If you use email as a marketing tool to promote your upcoming recreation programs, it’s important to understand and optimize all of the factors so that your emails stand out to your customers. Here are four ways to do that:

1. Collect data about your customers

With so many recreation activities for the public to choose from, it’s important for your community organization to get creative to increase participation. Get started by taking a closer look at your customer data. You can uncover trends and identify ways to increase registrations. After that, take that information and use it to create targeted marketing campaigns and offers.

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2. Understand the statistics

Last week, I attended HubSpot’s webinar, The Science of Email Marketing. Known as the Social Media Scientist, Dan Zarrella compiled the statistics and  presented the webinar. It was one of the more useful webinars I’ve attended because it gave hard evidence rather less-than-concrete theories. These 14 statistics will help you get more opens and clicks. 

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3. Improve the content

Email is an inexpensive and effective way to communicate with members of your community. Most (or all) of you probably use email marketing to spread the word about your events, classes, programs, and news. However, do you have a strategy in place? In this article, we’ll cover eight necessary steps you should take to ensure that your email marketing is on track for success.

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4. Play with enticing subject lines

We need subject lines that pull inbox scanners from their numbed slumber in which most emails are unceremoniously deleted. If our email is to be read, our subject lines must save our recipients from mindless autonomy.

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Take these four steps/resources and improve your emails. You’ll improve open rates, clicks, and ultimately revenue. What else has worked for your effective email campaigns? Comment below.

14 Must-Know Statistics About Email Marketing (From HubSpot)

Email marketing in 2012 is a fierce competition (and not just with your competitors). Nike competes against Nate The Car Salesman while a mother tries to nudge out Match.com for a little inbox affection. With all of these messages, the once-sacred inbox now moves more like a Twitter feed than a mailman.

It’s important to understand why one email sells while another travels to Deleted Items with a bold subject line in tow.    Continue reading

8 Steps for Effective Email Campaigns

Email is an inexpensive and effective way to communicate with members of your community. Most (or all) of you probably use email marketing to spread the word about your events, classes, programs, and news. However, do you have a strategy in place? In this article, we’ll cover eight necessary steps you should take to ensure that your email marketing is on track for success.

1. Collect email addresses: Gather email addresses at every opportunity. Request permissions at front desks, events, courses, and with service forms, surveys, and contests.   Continue reading