Email Marketing has a very high ROI and should be a significant part of your workshop promotion strategy. Here are a few tips to make the most of your email promotions and improve metrics and conversions:
Don’t Over Send – More Is Not Always Better
When looking at your overall email calendar, make sure you are not sending emails out daily to the entire list, or more than once a day to your subscribers. Subscriber fatigue can reduce opens and encourage unsubscribe and SPAM complaints, which will hurt open rates.
Look at your overall calendar, and space out the cadence of your workshop promotions. You may try a monthly workshop promotion email that includes all your upcoming workshops, in addition to individual workshop email promotions.
Email Design Best Practices
Review your email design for best practices. Does it follow the SCORE branding colors? View the Brand Guide here. Is it obvious where the hyperlinks are? Hyperlinks should be one color and underlined or bolded to be clearly visible.
In a quick scan of your email, the webinar details should be easy to see, and the call-to-action button to register clearly visible. (Avoid the use of red to highlight text or buttons. This can trigger SPAM, and is not a best practice).
Make sure the FROM Name is an @scorevolunteer.org email.
Any email from your Constant Contact account must use an @scorevolunteer.org email in the FROM line so that ISPs know that the email is coming from SCORE and is not SPAM.
Subject Line & Preheader
Review your subject line and make sure it is relevant to the content in your email. Keep it fairly short, or the key details at the beginning, as many emails are now read on mobile devices and only the beginning characters may appear. Also, don’t forget the Preheader field. This supporting text also appears in the readers’ inbox and helps support the subject line.
NEW! Constant Contact has added a “Subject Line Recommendation” tool. On the email scheduling page in Constant Contact, you will see the link under the Subject Line field. It is worth checking. You can also A/B test subject lines if you are trying a new approach.