how to do a much better job emailing your members - tamara gielen

@tamaragielen

How To Do A MUCH Better Job Emailing Your Members

TAMARAGIELEN.COM @TAMARAGIELEN

Number of emails sent in 2015

205 billion


Number of email accounts in 2015:

2,6 billion


Email is like steroids for community engagement


But only if you use it in the right way…

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69% of emails are opened on a mobile device


During breakfast


On the train, metro, bus…


Yes, even while driving


In the waiting room


At a bar or restaurant


In bed


Yikes!


So how do you stand out in the inbox?


Sender name or subject line?


Let’s have a look!


The sender name is most important!


24

1open

2click

3convert

You have to convince them 3 times!


Your past emails weren’t interesting enough


The subject line:probably the only thing they’ll read


Approx 70% of readers don’t see your images


3-5 seconds is all you have!


Optimize for mobile readers


Use that preheader!

Photo credit: http://www.emailmarketingtipps.de/2014/03/12/70-email-preheader-examples-that-drive-open-rates/


They don’t read, they scan


Simplicity


All these things don’t really matter…


…if you don’t give them what they want

1. Who is your ideal customer?

Photo by Oran Viriyincy

2. What is their journey?

3. How can you assist them?

Photo by Jlhopgood


An example

Sign up Post Participate Share Volunteer


Engage them right from the start and they’ll stick around

Source: http://www.beautiful-email-newsletters.com/30_days_to_sell/


Get them to follow 30 users and they’ll stick around


If they install the desktop app they’ll stick around


Make them feel welcome!


Tell them what to do next.


Keep track of what they’ve done.


Beyond those first 30 days…


Feed them with great content.


It doesn’t always have to be your own content.


Inspire them


What kind of content are they looking for?

• products ▪ services ▪ white papers• events ▪ research ▪ curated (3rd party) content• case studies ▪ news ▪ links ▪ reprints• top 10 ▪ experts ▪ how to ▪ repeat• podcasts ▪ videos ▪ social • photos ▪ webcasts ▪ presentations• …


One of my favorite newsletters


Point them to ongoing conversations


A New Personal Best


“You’re a workout machine!”


“People are looking at your profile”


“It’s thanks to you that all of this exists”


“We miss you!”


Say thanks!


3 final tips


1. Always put yourself in their shoes


2. Think about what you can automate


3. Test, test, test!

Questions?

[email protected]+32 477 666 930linkedin.com/in/tamaragielen

how to do a much better job emailing your members - tamara gielen

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