When it comes to an email marketing campaign there is a lot to be said for consistency. Having a regular weekly or monthly newsletter that is beneficial to your readers can bring success. It’s the foundation of your relationship with the recipient, it keeps your business at the top of their mind and engenders trust in your brand. Too much consistency, however, can become a bit, well, dull.
Using the same format and template time and again can get repetitive. Your readers will become overly familiar and their eyes will glaze over as they skim over all your latest news. That’s why, from time to time, you need to do something completely unexpected.
A smack around the face
We call this shock to the system a ‘smack around the face’ campaign - something that grabs the attention of the recipient because it’s so different. The element of surprise can help break the routine and refresh your brand’s relationship with the reader. Here are some suggestions that will make your audience sit up and take notice:
A picture is worth a thousand words, as they say, so why not send out a striking image that conveys a message to your readers, or perhaps ask people to tweet/comment/email in with their captions, a la Have I Got News For You?
Go back to basics
Over time, longstanding recipients of your newsletter could become over-familiar with the format and layout you use. Why not throw a curveball? If you normally send out an HTML template newsletter, try stripping it back to just a plain text email. It’s simple and effective and will draw the reader in through sheer variety.
Show them you care
You cannot buy every one of your email contacts flowers, but if you want to rekindle the spark, why not offer them a special discount? Throw out some vouchers or a discount that is exclusive for readers. This is a great incentive for dormant recipients to re-engage.
Is there a Pavlovian impulse to give feedback when asked? We’re not sure, but sending out a survey or asking for your recipients’ thoughts is a great way of engaging them and changing things up a little, whilst also gaining insight for later campaigns. This information will allow you to tailor your marketing to be more personal, more informed and more data-driven. Generally better all round
Try out some new features or an animation or, even better, create a video. You can show a different side to your brand's character and connect with the recipient on a new level. According to the media richness theory, the more ways you have to communicate with someone, the more likely it is that your message will reach them.
Never underestimate the power of surprise
If you want to ensure your relationship with your reader is a happy one, your work is never done. If you have started to see your results, opens, or clicks decline, we strongly suggest you give your campaign a shake up by doing something different and unexpected. The element of surprise from time to time can significantly raise brand awareness and re-engage your dormant recipients, so keep your campaign exciting by giving it a ‘smack round the face.’
If you’re interested in finding out how such a campaign could work for you, talk to Marc @ Winbox..