There are a whole lot of “best practices” and “ironclad strategies” for email marketing that certainly do work but, at the end of the day, it’s still your list and that means you can certainly change it up, have fun, and try new things that aren’t just a bit mix of robotic actions from years of marketing intelligence.
Why would you want to break the mold?
Simple: to spice things up for your audience.
It’s likely that your audience is on quite a few mailing lists and that means they’re likely to receive a lot of the same format and message spread across their subscriptions. You have to ask yourself how you plan to stand out so your email is the one well-received.
Here are three different things worth trying, with your email, to give something new to your community (and to your response):
1. Try a new schedule
Ever wondered why you email on certain days of the week?
It’s probably because you read, at one time, something like “best days to email a list”. The suggestions in these posts are fine and dandy but why not change it up and send out emails when you feel like they’ll strike the hot iron.
- Email at 3A.M.?
- Teaser emails before the big one?
- What about skipping the week?
Constant change may be what you need to get users interacting with your email because it pulls them from the lull of receiving your newsletter on the same day at the same time. You’ll be surprised to find that you may experience higher open and click through rates when you disrupt the normal schedule.
2. Change the email template
Go into your email marketing service provider and see what other templates they have available, and consider using one of them in place of what you’re running now.
It may have been quite some time since setting up your list so it’s likely there are tons of new templates to choose from – and many of which will have the updates to make them flexible for modern readers, gadgets, and devices.
- Big feature emails
- Weekly round ups with tons of pictures
- Interactive elements
They’re all there to give a test – see what changes you can make, with the template, to gain a better response from your subscribers.
3. Test the lengths
The length of your email may have also come under influence from reading about email marketing strategies.
- On one hand people say to keep it short
- Others want them to be epic novellas
Why not both?
Consider giving it a try: send out a mixture of emails that are short and sweet (think like you’re updating your status on Twitter), then do one that’s equivalent to a full blog post without anything to click. Test and track the response you receive from your subscribers and then continue to play with the format.
Sometimes people want a quick update and a link because they’re busy but sometimes they’re ready to sit down and get into the story.
Email marketing shouldn’t be a chore – keep it fun!
The “best practices” are in place because they’re known to work but remember that your list will be completely different than any other because you’re gathering subscribers based on your specific industry and their acceptance of your tone and focus.
Give ‘em a try and see what works for you.