Think Tank

Email Marketing: 5 Ideas to make it personal

March 2nd, 2018 by hutdogs

In email marketing, the subject line makes the first impression in their inbox. It’s your first chance to capture their attention and get your brand noticed, email opened and message read. So let’s make it personal.

Constant Contact recently introduced the ability to personalize the subject line. So what does that mean?

It means you can add the first name and other contact information directly in the subject line. For example instead of having a subject line that reads, “Here are 5 tips on Email Marketing.” You can personalize it to read, “John here are 5 tips on Email Marketing you can use today.

In order to do this, you will need to have the first name of your contacts in your Contacts List. Now is the time to start collecting more contact information with the idea leveraging it in your future marketing efforts.

The subject line can also be personalized with other contact information such as anniversary, birthday, city, state, job title and more.

Here are 5 ideas to make it personal:

  1. Use the contact’s first name in the subject line to spark the “conversation.” Everyone loves their own name, and seeing it in their inbox can lower the hesitation to open the email and start engaging. The example above, “John here are 5 tips on Email Marketing you can use today,” is one way it might be used.
  2. Make and “exclusive” offer for where they live. Imagine your business has a nation wide audience and you want to offer a special deal on your products or services across the country. Why not make it seem like an exclusive regional deal? Add the location of the email subscriber to the subject line, “Special offer for [City or State] residents…” They will see their City or State, in the subject line, which may make the offer / announcement seem more exclusive.
  3. Speak to their professional title. For a B2B (business to business) company, you could add a person’s title to the subject line. For example, “How a [CEO, Human Resource Specialist, Manager, or whatever the title, etc.] can become more productive with the Art of Promotion online training.” It can help the reader identify with the subject as it relates to their job.
  4. Have a Birthday Special. Say you have a universal message that you want to distribute to the majority of your list(s). Your email but could capture the reader’s attention by adding a birth month to the subject line. For example; the subject line could be “3 ways people born in [Month] can benefit from___“ Everyone could then see their personal birth month in the subject line.
  5. Combine the first name with another personal data point. For example, combine their name with their job title, “John, other [job title] have had good results with _____”.

The idea is to make the subject line stand out in a personal manner. It also means that the content that you are delivering needs to live up to your subject line. Don’t try to trick them or mislead them in the subject line especially if you are personalizing the subject line. The more you can personalize your marketing efforts the more chance people will respond to your campaigns favorably.

Get creative, get personal and get results!

In Any Business Activity Plan on Herding Cats

November 26th, 2017 by hutdogs

How to Herd Cats

We conduct many workshops and events every year. We are always trying new ideas and testing our limits. Most go smooth as silk. Some go much better than expected. Then there is that one event that reminds you to never let your guard down. There is no autopilot when it comes to herding cats.

On paper things can work perfectly. Diagrams flow to next position. If /then logic makes perfect sense. Spread-sheets provide the “golden snapshot” of activity. Activity advancement smoothly stair-steps in a logical motion. Growth is obtained by ramping up your projected activity. Budgets somehow appear. And so on. Plans and projections have such potential and promise yet all those thoughts on paper can have its limitations.

Enter the human factor.

As much as we would like to predict and control what others will do or think, we need to plan for the unexpected and assume that it will happen.

The only way to plan for the unexpected is to simplify your plan. Even if the original plan seems simple, take a step back and see if you can reduce or eliminate a step or two or ten. Build in an escape or a fast adjustment. Be ready to improvise. Add in the “what if” factor and always remember, that no two people think alike and everyone thinks they are right.

So how do your herd cats? You don’t. Save your efforts for what you can control. You have control over your content and your message. You have control over what you accept to learn from your actions. And you can control how you move forward by what you have learned.

Also, know that sometimes, it’s best to let the cats roam free and simply tap into that energy.