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Category: Digital Marketing

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What was the last thing you saw that made you laugh?

Was it a meme? A YouTube video? Maybe something funny you saw on the street?

Now think of the last time a landing page made you laugh. 

Can you think of an example?

In fact, studies show that most ads and content on social media, TV, and the Internet are based on humor. That means humor helps convert customers. 

But does that mean that landing pages should be funny too?

Let’s dive deep and find out. 

So, when does humor convert and when doesn’t it?

That’s a tough question, and the short answer is not as satisfying, but here we go: It all depends on your audience.

However, one thing is certain: Humor, and personality can increase conversions and influence consumer decision-making.

Here’s a great example of using humor in one’s landing page from Purple, the mattress company: 

Looks pretty comfy, doesn’t it?

Simple, professional, and funny

Purple’s landing page is pretty entertaining to watch and read. It’s funny but it remains professional, conveying the benefits of the product with humorous copy and hard-to-miss branding. 

On the contrary, humor for the sake of it, while great to make us laugh, might distract your viewers from the main goal of your landing page: conversions.

Let’s take a look at this example: 

LingsCars is just so packed with information that is distracting. It has great deals, but it’s just too much information and so many colors that it just melts your retinas.

It sure makes us chuckle, and the site has become famous over the years, but its gimmicky approach to sales won’t likely suit everybody. 

Conclusion: Be funny while conveying the benefits of your product in your landing pages and keep people focused on your end goal.

How does humor increase conversions?

Simply put, humor helps you raise awareness. 

Jokes are unexpected, especially on landing pages. When visitors come across a joke, they stop analyzing the benefits and start responding emotionally to the content, making it easier for them to relate with both the brand and the product.  

From a scientific standpoint, if our brain deems this information (your landing page) worthy of attention, it’ll dedicate more processing power to what you’re offering.

If you can make your visitors crack a smile or laugh, you’ve successfully captured their attention. 

Take a look at Poo-Pourri’s landing page: 

They make something seemingly awkward into something funny and natural

Funny examples like those from Poo-Pourri help you increase your visitor’s attention, which means they’ll give your product more thought, helping them recall your offer better and convert. 

Besides, despite being funny, Poo-Pourri’s unique selling proposition remains clear throughout the landing page. They never cease to state how they help you conduct your business and emphasize the benefits of their product. 

See another way they use humor in their landing page:

The unique selling proposition remains clear and the copy is lighthearted and fun

This is a great example of how humor can help you improve your landing pages, emphasize your unique selling proposition, and drive sales. The brand chose to speak clearly about what they do, how they do it, and the benefits of the product. 

Besides, they add a shiny call-to-action below to convert visitors into clients right off the bat. However, it doesn’t look cheap or as if they were pressuring you to buy the product. After all, just like they say, “It’s only natural.”

Just keep in mind that, traditionally, marketers tend to write clear landing pages instead of clever ones, but the truth is that although cleverness can help you drive conversions, it feels risky and less tested than a clear, functional copy. 

For instance, a case study from Copyhackers found that the clever option performed better than the clear options and that the most clever one performed better than less amusing variations. 

Check this out: 

JCD Repair Control

This is the clear version

JCD Repair Variation 3

This is the most clever, best-performing option

So, why did the copy from this landing page perform better?

Because it talks directly to the visitor and addresses a pain point. It uses clear copy and adds a couple of zingers to make potential customers feel like they’re talking to a friend who is not only going to laugh at your story with you but also will repair your phone for a competitive fee. 

Picture this: You broke your phone’s screen after a night out and you’re looking for a repair service. Chances are you choose the one that resonates the most with you. 

Keep in mind that humor captures your prospect’s attention, makes them think about what you’re saying, and puts them in a good mood. 

With that in mind, why not test humor near points of frustration and friction?

Since humor lowers the brain’s resistance to influence, using humor in your landing pages puts your visitors at ease and distracts them from the fact that they’re being marketed to. With a bit of humor you can catch your visitors off-guard, making them more likely to follow your calls to action.

Also, making your landing pages funny and relatable builds a connection. It works like when you trade funny stories with someone you’ve just met at a bar. 

For instance, these are some points where some humor can help your pages perform better:

  1. Funnel entry points: Signup forms, email capture forms, lead flows
  2. Conversion landing pages: Cart pages, checkout, confirmation landing pages
  3. Support landing pages: Contact us, live chat, FAQ
  4. Checkout abandonment points: Unsubscribe pages, exit popups

All in all, humor makes people feel closer to your brand and shows personality. 

But, there’s a caveat to using humor in landing pages. 

It needs to be deployed strategically. 

You need to have a clear idea of your buyer persona to make humor work. It’s also a good idea to cut humor in favor of clarity, but you can still be clear while being clever, just like in the examples we showed you.

In the end, your point is converting your visitors, which is why humor should never distract your visitors from the sale. It needs to motivate the sale and help present the benefits.

Want to learn how to make your emails fun to read? 

Check out our post about humor in email marketing!

Are you interested in using email marketing solutions for your small business?

With email marketing still being the most effective marketing channel it’s no wonder that small businesses are looking to use email to generate more customers and sales.

What most businesses getting started with email marketing run into rather quickly is the issue of scaling their email marketing campaigns. In order to do this, you need the right email marketing software.

In this guide, we’re going to talk about everything you need to know about using email marketing solutions for small businesses.

Benefits of using email marketing solutions for small businesses

Email marketing stats

Source: business2community.com

There are plenty of reasons why small businesses should use an email marketing solution.

Email marketing software allows you to:

Save time – Once you set up an email campaign, the email marketing software automates the rest for you, saving you from having to do things manually.

Generate traffic, leads, and sales – Email is a cost-effective way to drive traffic to your website, as well as generate leads and sales for your business. Email marketing solutions allow you to supercharge the profitability of email as a marketing channel through automation.

Develop a relationship with your audience – People buy from small businesses they know and trust. Email allows you to build trust and develop a relationship with your audience by communicating with them and providing them with helpful content. Email marketing enables your business to stay top-of-mind and keep your audience engaged.

Improve brand awareness – Email communication can help you improve brand recognition and awareness by helping you stay in touch with your audience on a regular basis. While you might not be able to sell to them straight away, your email subscribers will keep you in mind for when they’re ready to purchase.

Reach your audience on any device – Email marketing allows you to reach your audience no matter what type of device they use – a desktop or laptop computer, smartphone, or tablet. If you make sure to use responsive email design, your message will also be displayed in the same way to your entire audience.

How to get started using email marketing solutions

Create an email marketing strategy

The first step to getting started with using an email marketing solution is to create an email marketing strategy.

Think about the types of emails your contacts would like to receive and the content that would interest them. Consider sending a survey to your contacts to find out what kind of emails they would appreciate the most.

The three main types of marketing emails you’ll be sending include:

  • Transactional emails – As their name implies, transactional emails are sent as a result of customers completing a transaction by making a purchase on your website. These include order confirmation emails, shipping information emails, invoices, receipts, etc.
  • Promotional emails – These emails are designed to promote a deal or offer. Examples include seasonal discount emails, holiday emails, etc.
  • Behavioral emails – Also known as lifecycle emails, these types of emails are triggered by customer behavior. The abandoned cart email is an example of an effective behavioral email.

Your email marketing strategy should be based on a balanced mix of transactional, promotional, and behavioral emails.

Choose the right email marketing solution

After designing an email marketing strategy, you’ll need to decide on the email marketing solution you’re going to use.

When looking for the right email marketing software for your business, start by considering your specific needs. What features are you looking for in an email marketing solution? 

What goals are you looking to accomplish with email marketing? Do you want to convert leads, generate more sales, or educate your customers?

Whatever your goals may be, make sure that the email marketing software you choose can help you achieve them.

Keep in mind that, at a minimum, your email marketing solution should allow you to:

  • Easily create branded emails using high-quality, pre-designed templates
  • Manage multiple email lists from a single location
  • Segment lists based on a variety of different factors
  • Create email sequences and custom email workflows

PushSend can do all of this, and more. Our email marketing solution has everything you need to grow your business through email.

Segment your email list

Segment email list

All great email marketing campaigns take advantage of segmentation. By isolating a specific segment of your audience, you’re able to create highly-targeted email campaigns and deliver exactly the content your contacts need, at the time they need it.

This will ensure that all your emails achieve high engagement rates and will help to develop a deeper relationship with your audience.

Not taking the time to create relevant, segmented audiences for each of your email campaigns can result in annoying your contacts by sending them content that doesn’t interest them. This could make them lose trust in your brand and even unsubscribe from your email list. 

You can segment contacts based on a variety of factors, including

Demographics – Perhaps the most basic type of segmentation out there, you can segment contacts based on their age, gender, or location.

Industry – You can segment contacts based on the industry they’re in, which is especially important if your business caters to several very different industries.

Behavior – Contacts can also be segmented based on their behavior. For example, you might want to create different segments based on how contacts signed up to your list, what products or services they were interested in, etc.

Buyer’s journey stage – Creating separate segments based on the stage of the buyer’s journey the contacts are currently in is crucial for being able to send relevant content to your audience. For example, people who are in the Awareness stage would most likely appreciate receiving educational blog posts, while those in the Consideration stage would be interested in seeing reviews or testimonials for your products or services.

Create great marketing emails

Create great marketing emails

Now it’s time to create your email marketing campaign. In this section, we’re going to talk about what constitutes a great marketing email and how you can create one yourself.

Write an attention-grabbing subject line

The first thing customers will notice about your email is its subject line. It’s what they’ll use to judge whether they should open your email or not.

This makes it crucial that you write a great, attention-grabbing subject line.

Research has shown that subject lines between 61 and 70 characters get the highest open rates. If you want to improve the open rate of your emails even further, you should personalize the subject line by using relevant personal data you have on your contacts, such as their first name or company name.

Don’t forget about the From field

The From field is often neglected when designing email marketing campaigns. However, what you decide to use in the From field of your emails can have a great impact on how your subscribers respond to your emails.

Use the From field to show that you’re a real person and not a spam bot. Make it personal and clearly state your name and your company’s name. 

This will help to build trust and make contacts feel more comfortable interacting with you. 

Provide value

Each email you send to your subscribers needs to provide them with some kind of value. The best way to do this is to use your marketing emails to educate your audience.

Find out what kind of content they would appreciate the most and then send it to them. Examples of educational content you can send to your subscribers include:

  • Blog posts
  • Videos
  • Podcast episodes
  • Ebooks
  • Infographics
  • Email courses

Personalize your emails

Personalized email campaigns drive six times more revenue than non-personalized campaigns. If you want to generate as much revenue as possible with your email campaigns, you should try to personalize your emails for each specific contact.

There are numerous ways to personalize your emails, such as using your contact’s name, location, or company name in the email.

Don’t overcomplicate

Your emails should be easy to read. Don’t use complex language, technical jargon, or slang. 

Write your emails in such a way that every member of your audience will be able to read and understand them.

Additionally, don’t feel like you need to use fancy email designs. Sometimes the most simple emails actually perform the best.

Make your emails mobile-friendly

Since more than 50% of emails are read on mobile devices, you should make your emails mobile-friendly to ensure that your audience will be able to engage with them effortlessly even when they’re using their smartphones and tablets.

Measure email marketing performance

Measure email marketing performance

Finally, it’s crucial that you measure and analyze the performance of your email marketing campaigns. This will allow you to adapt your strategy and improve your results.

The metrics you’ll need to track will depend on your specific goals. However, in most cases, you’ll want to pay attention to the following:

  • Open rate – The percentage of subscribers that open your emails. If you’re getting a very low open rate, you’ll most likely need to improve your subject line.
  • Click-through rate (CTR) – Denotes the percentage of people that click on a link that’s within your email.
  • Conversion rate – Percentage of people who clicked on a link inside your email and then completed an action such as downloading an ebook or making a purchase.
  • List growth rate – A metric that shows the rate at which your email list is growing. It’s helpful to keep an eye on this to understand how good you are at gaining new subscribers, as well as how well your emails are able to retain subscribers.
  • Unsubscribe rate – The rate at which you’re losing subscribers. If this is too high, you might need to lower your sending frequency, improve your emails, or create better segments.
  • Spam complaint rate – Shows how many people marked your emails as spam. This influences your sender reputation directly, so you need to pay special attention to it.
  • Bounce rate – Shows how often your emails aren’t delivered (e.g., due to DNS failure, non-existent email addresses, etc.) If you’re getting a high bounce rate, you’ll most likely need to look into cleaning your email list more often and getting rid of invalid email addresses.

Start using email marketing solutions for small businesses

Are you currently using an email marketing solution to automate and scale email marketing campaigns for your small business? What kind of results have you been getting?

Let us know.

Best practices for growing your email list

You probably already know that email marketing is the most effective form of marketing out there. To be able to engage in successful email marketing, you obviously need a quality email list.

We understand that it can sometimes be hard to get more subscribers. That’s why we’ve prepared this guide to help you grow your email list. Keep on reading and find out what you need to do to get more people signing up for your newsletter.

Make sure you get permission

We need to get this out of the way before we start talking about the different ways of growing your email list. When acquiring new contacts for your email list, it’s crucial that you make sure that each and every contact gives you explicit permission to reach out to them with marketing messages.

Not only will this keep you on the right side of the law, but it will also ensure that you don’t annoy the people on your email list or ruin your brand’s reputation.

The easiest way to get permission for your email marketing efforts is to use an opt-in form such as the one below:

Email list opt-in form

Source: neilpatel.com

Now that you understand the importance of getting permission for your email marketing efforts, let’s look at some strategies you can use to grow your email list.

1) Give people a reason to sign up

While 61% of consumers enjoy receiving weekly promotional emails (MarketingSherpa), most people won’t sign up to your email list just because you tell them to do so. You need to give them a great reason for them to provide you with their email address. A great way to do this is to offer a lead magnet.

A lead magnet is something you can offer to your website visitors in exchange for their email address. The most commonly used lead magnets include ebooks, templates, cheat sheets, and email courses.

Email list lead magnet

Source: digitalmarketer.com

Offering a lead magnet is a great way to incentivize people to join your email list. It can significantly increase the number of visitors and leads that convert into subscribers.

Your lead magnet doesn’t need to be elaborate or take a long time to create. You can simply repurpose your existing content into a lead magnet. For example, you could combine a few of your related blog posts into a PDF ebook or use them to create a short email course.

If you promise something in exchange for signing up to your list, make sure to deliver this to subscribers once they sign up. The last thing you want to do is fail to deliver on your promise and lose your newly-gained subscribers’ trust straight away.

2) Make it convincing

Most people’s inboxes are flooded with emails. The last thing they want to do is sign up for even more emails. That’s why you need to convince them that your newsletter is worth their time.

Make sure to let your audience know what they can expect from joining your list. Are you giving them a free ebook or some other valuable resource? Let them know, and remember to state all the benefits that go along with joining your list.

Landing page opt-in

Source: copyblogger.com

Inform people of the type of content you’ll be sending them once they join your list, as well as how often you’re going to email them. Address any potential concerns or objections they might have in advance to increase the chances of getting them to sign up.

Finally, make it easy for people to join your newsletter. Ask for the minimum amount of information you need, such as their first name and email address.

3) Take advantage of your website

While you don’t need a website to start getting more subscribers, it’s actually the best place to grow your list. You can add a newsletter signup form to a number of places on your website, including the main menu, top bar, sidebar, and the About Us page. You can also add a pop-up to your website to promote your email list.

Email list pop-up opt-in

Source: elegantthemes.com

4) Use guest posting to grow your email list

Another way to get more subscribers for your email list is to guest post on websites in your industry. Since your target audience will be visiting these websites, they’re the perfect place to promote your list.

Guest posting stats

Source: bloggerjet.com

Contact these websites and offer to write a guest post for them. Include a link and a call-to-action within the post inviting people to join your list. For best results, combine this strategy with a lead magnet.

5) Promote your email list on social media

You’re probably already using social media to promote your business. Why not use it to grow your email list as well?

Let your social media followers know about all the benefits of joining your list. Create a dedicated landing page where you’ll drive visitors from social media that are interested in becoming subscribers.

If you have a Facebook Page for your business, create a post with an attention-grabbing image, a call-to-action, and a link to your landing page where people can sign up. You can even use Facebook Ads to promote the post and get even more subscribers.

Email list opt-in form on LinkedIn

Source: linkedin.com

You can do the same on Instagram, along with adding a link to your signup page within your profile bio.

Depending on your industry, LinkedIn can also be a great place to get more attention for your email list. Publish articles that interest your target audience on LinkedIn Pulse and invite readers to join your list at the end of each article. If possible, use a lead magnet to incentivize visitors to sign up.

6) Make it customizable

An excellent way to ensure that more people sign up for your list is to let them choose what type of content they’d like to receive from you. Split your email list into multiple segments so that you can email subscribers about the topics that interest them without risking annoying them by sending them irrelevant information.

7) Partner up with other businesses

If you already have a decent-sized list, you can partner up with other businesses in your industry and cross-promote on each other’s lists so that you both get more exposure and have an easier time growing your lists.

Grow your email list

Are you using any of these practices to grow your email list? Are there any other tactics or strategies you’ve found to be particularly effective for getting more subscribers? Let us know in the comments.

Despite their sociopolitical woes, Uber has maintained their prominence as a first option among millennials to get from Point A to Point B in a comfortable setting. But, one thing’s certain. Whoever pays for the ride wants to be paid back.

How is the friend who called the Uber going to get paid back?

Insert Venmo. Last year, Venmo and Uber teamed up to allow payments through Venmo on the Uber app. How is this different from a bank account being connected to Uber? Transactions are seamless on Venmo. Venmo is the new cash. And with Uber, you can split costs via Venmo before the ride even happens, relieving any stress that you might have about not being paid back and getting everyone to the destination safely.

You may be thinking, “There’s cash, there’s a splitting costs feature on Uber, there’s buying the friend something equally as valuable. There’s all kinds of ways to pay the friend back.” These are valid answers; However, they are not the most convenient. People are willing to pay more for convenience. Just look at Uber Eats. Instead of just ride-sharing, Uber busted into the delivery service game and partnered with McDonalds to start delivering food through mobile ordering. That’s right, McDonalds. A restaurant that can be found less than five minutes from practically anywhere delivers food now and it’s done from the comfort of an app.

So, when you’re scrolling through memes, you can switch apps, buy food in 30 seconds and have McDonalds delivered to your door by the end of your favorite Friends rerun. According to NRN, “[Digital ordering] represents 53 percent of all [food] delivery orders, up from 33 percent in 2013.”

But the classic payment quandary facing Millennials needed to be fixed. How is the friend who fronted the money getting paid back in a timely manner?

To a non-millennial or non-Gen Z audience, this might still not click. People have been dealing with paying back their friends since the dawn of currency. But for young consumers, things need to be instant. The Uber-Venmo coupling is Convenience Nirvana. And for Digital Marketers, it’s another sign that Corporate Partnerships are a top priority for Branding.

Corporate Partnerships aren’t new, but they might as well be in this new age of Digital Marketing. These partnerships have had many looks throughout the years from disaster relief initiatives to Doritos Locos Tacos. In reality, their main purpose is to increase brand awareness and increase capital while divvying up costs and responsibilities.

In the world of digital marketing though, influence is quantifiable in terms of email subscribers and social followers. When big companies band together today, they are able to absorb a chunk of their partner’s audience, building on top of the audience they already have. Audience overlap is vital for corporate partnerships to succeed. For instance, Taco Bell and Doritos’ target demo of Late teenager to late 20-something midnight munchie warriors makes the two companies a match made in heaven.

Every parent in America was rolling their eyes upon the roll-out of “Doritos for taco shells.” Much like a lot of Taco Bell’s creations, it sounded like a microwave nacho invention by a D-average Colorado high schooler on suspension. But, the companies didn’t care because they knew their complementary audiences. After a little market research, T-Bell and Doritos were already celebrating. All they needed was a solid Digital Marketing Strategy. What was it?

When you get invited to a party there’s an expectation that you supply something like beer. Well, what if instead it was a Taco 12 pack. It’s a little ironic and it’s very smart.

Pushing it out via many a social media channels, 100 MILLION Doritos Locos Tacos were sold in the first 10 WEEKS, and in the first 14 months an average of 1.1 MILLION Tacos were sold per day. Oh yeah, and their science experiment didn’t just satisfy late night taste-buds. The initiative created 15,000 new jobs for Taco Bell.

Audience Matters. And, Venmo knows this.

As technology has become a necessity in everyday life, cash is approaching obsolete territory. Millennials and Gen Zers prefer Venmo to make their transactions between friends and increasingly with businesses. If you can make instant transactions online and businesses are slowly trickling out of cash payment, then why should people use cash? Why carry a wallet?

Partnerships like these also give millennials a worthy reason to open their email. Many Venmo users don’t use Uber and vice versa. With both companies possessing giant email lists, they can leverage those channels to significantly extend their reach by offering a genuinely useful new product together.

It isn’t just pizza and beer that’s being paid for on Venmo. Big-ticket items like rent and utilities are being paid on Venmo. Venmo has really cornered the market of convenience. But, Venmo has done something else, which should not be overlooked. Their app is a social media platform. Possibly the biggest reason why people were drawn to it in the first place was caption creation feature for transactions.

Unsurprisingly, the company is turning fun into dollars. With Venmo’s Transaction Feed comes monetization for companies. Over the past year, PayPal (who acquired Venmo in 2013) has accelerated its efforts to profit from Venmo through e-commerce partnership brands. As a result of those partnerships, Pay with Venmo was launched, which lets customers use Venmo as a payment method with 2 million online retailers, including Grubhub, Williams Sonoma and Seamless among many others.

In addition to use at many retailers, Venmo rolled out its own limited-edition credit cards with Mastercard. Why would a revolutionary mobile-first payment platform join the physical payment world? According to Huber, “nine out of 10 transactions are still carried out at the physical point of sale, allowing PayPal to bridge the gap between physical and online transactions.”

Here’s the kicker. Venmo’s Social Feed is marketing for retail companies, which will help these companies target advertisements based on transaction history. Digital Marketing weaves its way into our everyday lives. For example, when someone buys a t-shirt from H&M in person or online with their Venmo account, the transaction will pop up on their social feed for others to see. Now, H&M knows to target that person with advertisements. Plus, H&M can target other people who engage with the post as well. Plus, people will just see H&M, so free marketing is always an added plus.

Venmo’s Social Feed is smarter than it looks. The company has the opportunity to analyze our spending habits better than Facebook, Amazon, and Google because it is directly connected to our spending. Did the creators of the app know the social feed would turn into a way to market companies? Doesn’t matter. They definitely know now.

Expect an amped up digital marketing strategy from Venmo in the near future. As popular as Venmo is, the company needs to make money. Marketing their retail partners by posting every transaction on the social feed is Venmo’s Yellow Brick Road towards Monetization. They live and die by the strategic partnership. Expect to see more companies on your Social Feed or expect to see Venmo fall from grace.

With social media marketing booming, email might look like a dying medium for growing your business.  However, Email Marketing still reigns supreme for business growth in small to midsize businesses (SMB’s).

80% of SMBs today rely on email marketing as a primary channel toward customer acquisition and retention. SMB’s are not alone either. Many large businesses profit immensely from Email Marketing, too. Probably because it’s cheap, personal and engaging.

TripAdvisor, a company that provides hotel and restaurant reviews, accommodation bookings and other travel content, relies heavily on its users for success. Due to the company’s reliance on user engagement and its huge number of users, TripAdvisor had to beef up its Email Marketing strategy to focus on retention. Thus, the company analyzed thousands of statistics and trends in its website and created deeply personalized pathways for its emails to take. The company basically created a “choose your own adventure” email chain based on each user’s activity on the site. This concrete analytical approach to Email Marketing limited guesswork and increased conversion.

Without personalization, emails go straight to Email Marketing Hell (The Spam Folder). People don’t want to feel like they’re being marketed to. Businesses should be providing a cordial relationship with a “You scratch my back, I scratch yours” mentality. TripAdvisor is no stranger to personalization. They act as a conditional friend.

Here’s where the “condition” comes in. TripAdvisor wants its users to participate. TripAdvisor is that friend who doesn’t like to be “ghosted” or ignored. They strive to be relatable. They care, and they want to know that you do, too. So, every email from TripAdvisor contains well-placed and cleverly crafted CTAs (Calls to Action). With TripAdvisor, a CTA is always within reach. TripAdvisor isn’t needy. They just want some attention.

With this foundation in mind, here’s a quick look at TripAdvisor’s basic email strategy.

GUESSTIMATIONS

First, TripAdvisor’s emails function as a means to turn their new subscribers into ‘Users’. They don’t want lackadaisical users. They want people who regularly use the resources of TripAdvisor. They want RETENTION.

Thus, the company sends “feeler” emails to new users with flight and hotel suggestions based on the users’ perceived homes using tracking tools such as Mixpanel or Google Analytics. If they can get the user to the website, then they can track the user’s interests. If they can do this, then they can correctly suggest places to go. First impressions have a significant impact on user retention.

\If users don’t bite, TripAdvisor sends “Shiny Object” Emails with stunning views, award winning resorts, and cheap flights. Normally, they are able to convert these shiny objects into personalized emails with suggestions.

The more TripAdvisor knows about an individual user’s interests, the more they can specifically tailor offers to the user. Sometimes, they even send promotional emails with a unique price drop exclusively for them in an attempt to close a sale.

ABANDONMENT

Abandonment emails are considered some of the most statistically successful email types. It is easy to window shop online. According to Shopify, 67.45% of online shopping carts are abandoned before the customer completes a sale. This statistic is problematic for a company like TripAdvisor because they aren’t selling a traditional product. They don’t need sales. They need engagement.

In an era with thousands competing for our attention, it’s easy to forget the sites we’ve already visited. Thus, companies send reminders to their users to finish that purchase or task. According to Experian, customers are 2.4x more likely to complete a cart purchase after receiving automated abandoned cart emails.

TripAdvisor doesn’t necessarily have a cart but they know what users have been searching for, so they send suggestions based on their history. It’s simple. Sometimes, TripAdvisor will even mask abandonment emails in a newsletter format, allowing them to send the same information from a fresh lens.

 SOCIAL PRESSURE

TripAdvisor needs reviews. The more reviews, the better. Once they receive a user’s email, they start pushing for reviews. Research from PowerReviews revealed that up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases. TripAdvisor takes this to the next level.

Instead of framing their CTA as the company’s need, TripAdvisor frames their request for ‘reviews’ as a social obligation. They send an email showing reviews from Facebook friends. According to a survey by Fan & Fuel digital marketing group, 97% of consumers say reviews influence their buying decisions. So, it makes sense that TripAdvisor’s CTA to reciprocate is effective. Their friends are counting on them. It becomes the user’s self-interest to review their experiences on TripAdvisor.

At first, users might feel like the act of reviewing their experiences is a burden, but once they do it, users feel a sense of relief and accomplishment. It just takes a little push.

FIRST REVIEW

TripAdvisor pushes a milestone culture. Everyone loves records, trophies, shout outs, etc. TripAdvisor does a great job at validating and encouraging their users with mini-celebrations. After a user’s first review, TripAdvisor sends them a congratulatory email with a link to review three more experiences that the user may have done.

Once the review is accepted and officially published, they send another email with a link to the review. Users are likely to check out their reviews because it feels good to complete a duty and help others. Attention also feels great. Engagement leads to retention. Rosetta Consulting found engaged consumers are 5 times more likely to buy only from the same brand in the future.

THE TWO-TIMER

TripAdvisor also sends a second email the same day as their “posted” email encouraging their user to review more experiences. Email two-timing is a shameless venture. Many times, this practice brings on a lot of negative reaction. TripAdvisor doesn’t care. They feel they can capitalize on their user’s positive emotions from their completed task. Plus, adding this ‘Review’ CTA to the original congratulatory email would cut away at the user’s happiness. So, TripAdvisor just sends a second email as a “just-in-case you’re feeling the momentum”. To them, it doesn’t hurt to ask.

49% of consumers like to receive promotional emails from their favorite brands on a weekly basis, according to Statista. TripAdvisor sends them daily. Persistence

BADGES/MILESTONES

Once users review enough experiences on TripAdvisor, they begin receiving analytics and badges. With enough reviews, users can become “Senior Reviewers”. How much weight this badge holds in actuality? Who knows? How much this badge encourages a user to review more? A lot. These are badges of honor. Bragging rights that the rest of TripAdvisor’s users can see. The company sends check-in emails to let users know how close they are to earning new badges, how their existing reviews are performing analytically, how users stack up against other users and to congratulate users on new badges. TripAdvisor’s goal is to nudge their users into perpetuating ‘experience and review’ cycles, using competition and community. 

LOYAL USER CONTENT

Once subscribers have solidified their status as consistently engaged users, TripAdvisor feels more comfortable sending more unique emails. These emails might provide more in-depth analytics about user’s activity. These emails sometimes ask users how their holidays went (usually knowing what the users did for the holiday based on search history). The company also notices when users only utilize certain features of their wide-encompassing website, so they might introduce something different to loyal users to try. TripAdvisor knows to spice things up when their relationships begin to feel one dimensional.

It costs 5 times more to acquire a new customer than it does to retain a returning one. Kind of like how it’s easier to maintain and build existing relationships than to create whole new ones. TripAdvisor understands. They keep relationships engaging.

In 2012 Red Bull took a risk, something it has grown akin to doing.

The company spent an estimated $30 million (about 1/10 of their sports marketing budget) to fund daredevil Felix Baumgartner’s 24-mile freefall jump from space. Yes, you read space correctly.

Four months later, the Fédération Aéronautique Internationale (FAI) confirmed that Baumgartner broke three official world records, and he became “the first person to break the speed of sound in freefall, without the protection of or propulsion of a vehicle.”

To further the event’s publicity, Red Bull launched live feeds on Facebook, Twitter, Instagram and YouTube, embracing social media platforms whilst in their early stages to widen the range of the audience. The live webcast alone hit 52 million views in 50 countries, making it the most-watched live stream ever at the time. Yet, Long before this momentous jump from space, Red Bull CEO Dietrich Mateschitz saw the value in Event Marketing. The company’s success didn’t come from the taste of its drink.

Redbull

Before Red Bull

For Mateschitz, branding was always the #1 priority in business. For the company to launch an entirely new kind of product (energy drinks), Mateschitz had to find an alternative path towards popularity. He couldn’t sell Krating Daeng, the foreign, wonder drink from Thailand that cures jetlag without first westernizing it, carbonating it and developing a brand around it that fully captured what made it different.

Mateschitz was an adventurer at heart with a knack for exposure. His attitude made it possible for Red Bull to find its wings. Early on, he knew it was important to separate Red Bull from the pack of soda, coffee and juice brands. He pushed the company towards a unique, bad boy image. Why should Red Bull advertise like the others if it isn’t like the others? Within a couple of years, the company was at the forefront of western, youth culture. Since its conception, the brand has brought people to the product, not the product to the people. This philosophy is a natural byproduct of Mateschitz’s extreme lifestyle and what sets him apart as a marketer. 

Before the official release of Red Bull, the first thing the company did was test its reach with event marketing on college campuses. Energy drinks weren’t popular and traditional advertising was expensive, so Mateschitz drew up a brilliant plan to pay student leaders to hand out free Red Bulls from their Red Bull-themed MINI Coopers. Students instantly took a liking to the effects of the funky drink, attributing its powers to productivity in the library and energy in the bars. As the drink quickly gained in popularity, Mateschitz began planning his next steps to take Red Bull’s event marketing to the next level.

Extreme Sports and Event Marketing

After a few years of successful market testing, Mateschitz officially launched Red Bull GmbH with co-founder Chaleo Yoovidhya, the creator of Krating Daeng. A year after the launch, Mateschitz took on his next task – Interactive Event Marketing. Teaming up with Olympic skier Werner Grissman, Red Bull sponsored the Dolomitenmann, a monster, team marathon event held in Lienz, Austria, which involved mountain running, mountain biking, paragliding, and kayaking. This annual event was quickly recognized as the unofficial World Cup of Extreme Sports. The first race had just 51 participants, but it was Red Bull’s first venture into extreme events, the path it would fully embrace in the coming years.

Although the Dolomitenmann garnered positive attention within adventurer circles, Red Bull needed to reach a wider audience. Mateschitz struck gold when he created the Red Bull Flugtag. This flying cart competition brought groups together to test their inner DaVinci and fly their fancy, DIY flight contraptions powered by muscle, gravity and imagination over a body of water. It also brought huge crowds, which meant more exposure to people unfamiliar of the brand. In 2012, the Flugtag held in Cape Town, South Africa drew a crowd of 220,000 people.

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These two events were early demonstrations of the path Red Bull was blazing towards. Each year brought in new events and competitions, which in turn brought in new fans for Red Bull. Once revenues increased more steadily, Red Bull began sponsoring athletes, creating teams, and financing barrier-breaking stunts. Red Bull’s mission to make its energy drink synonymous with over-the-top events and feats was genius. As long as they could keep up their bad boy image, the crowds would flock to the events.

By the early 2000’s, Red Bull had become a well-oiled machine of ideas and execution, but Mateschitz was itching to create a worldwide, front page news event. He wanted to break a BIG barrier. The Stratos Jump was that event.

Felix Baumgartner and the Red Bull Team rigorously prepared the stunt for more than half of a decade. In less than 10 minutes, Baumgartner had landed, the entire spectacle was over, and history was made. This momentous jump spiked YouTube’s subscriber numbers from 300,000 to 2.5 million overnight.

Redbull’s Event Marketing Today

Since the Stratos Jump, Red Bull has continued tapping into the buzz with extreme sports, extreme stunts, music festivals, and pretty much anything else it can reach. Its high energy, high risk, high performance lifestyle image isn’t without its drawbacks, but in terms of exposure, Red Bull has never ceased to amaze. And, this is a testament to Dietrich Mateschitz’s philosophy.

In an interview with Fast Company regarding Red Bull, he explained,

“It is an invitation as well as a request to be active, performance-oriented, alert, and to take challenges. When you work or study, do your very best. When you do sports, go for your limits. When you have fun or just relax, be aware of it and appreciate it.”

Without Mateschitz’s full-throttle, hands-on approach to media, Red Bull wouldn’t have lasted. The world wouldn’t have watched Travis Pastrana fly a rally car 269 feet or skydive without a parachute live. The world wouldn’t have seen Robbie Maddison backflip in a car upwards off a ramp onto the famous Tower Bridge of London. Mateschitz created an entirely new drink market in the West, but more importantly, he created an entirely new culture. He has inspired the world’s youth to test limits and break barriers.

“Since the beginning it has been a brand philosophy and how to look upon the world, rather than pure marketing for consumer goods…” said Mateschitz. “The brand is supporting the sports and culture community, as well as the other way around.”

It seems a difficult task to up the ante from the Stratos Jump. The stunt itself has spun off a consequential ad campaign and a one-year anniversary documentary containing previously unseen footage. The Stratos jump reportedly increased both brand awareness and sales in the West while also helping growth in new markets such as South Africa, Japan, Saudi Arabia, France and Germany all seeing double-digit sales gains the year following the stunt.

But Mateschitz hasn’t taken his foot off the gas pedal, planning to develop a global media network which includes print, TV, mobile, music, and emerging media platforms. While a global media venture looks to be Red Bull’s steepest challenge yet, the company looks to lean on its plethora of events (like the Flugtag, the Red Bull Music Festival, and X-Fighters) to help build and promote its latest push into media. And they’ve already started looking towards the future. Instead of creating occasional “hits” that garner massive audiences once in a while, Red Bull is churning out consistent media from original web series to highlights of their intense competitions for viewers’ everyday consumption.

The original market of Red Bull from the 90s and 00s at this point knows the brand. Red Bull has always targeted individuals in their 20s, and since today’s 20-somethings consistently consume media, Red Bull is tailoring their entire media strategy towards building a new generation of Red Bull Devotees.

It’s working. According to Tubular Insights, Red Bull generated more than 2.5 billion views and 50.2 million engagements in 2016, making it the #1 most watched brand across platforms in 9 of 12 months of the year. It was #2 behind LEGO during the other three months. In 2015 (the most recent info available by Tubular Insights), Red Bull sold $6.6 billion worth of Red Bull, a direct product of their lifestyle brand advertising. While most companies today might not have the freedom of creating an entirely new market, there’s a lot to be learned from the massive growth attributed to Mateschitz extensive event marketing campaigns that have endured over the last three decades.

Since its birth as a female-first dating app, Bumble has expanded into also being a networking app.

Now, in addition to dating, it is used for meeting other professionals and making friends. Because the company has transformed into an all-encompassing networking service, Bumble has transitioned much of its branding campaign to in-person events.

65% of brands report a boost in sales, brand awareness and customer loyalty as a result of experiential marketing events. Bumble hosts events on campuses, in restaurants, in bars, and other social areas, heavily promoting meeting people in real life as a way to differentiate themselves from competitors and more fully control the narrative with their app experience.

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“Experiential events help us engage with the audience and promote the values Bumble holds so close to hear such as inclusiveness, friendliness and positivity,” says Bumble Spokesperson Michelle Battersby.

These events don’t have to be record setting or incredibly expensive. Sometimes they are just set up as plain old marketing events with special drink prices, or trivia nights. But, sometimes Bumble goes hard.

Recently, Bumble held a Make the First Move event in NYC, unveiling a new mural painted by New York Artist Queen Andrea. Eventgoers were encouraged to share a time when they made the first move, a simple idea with an important aesthetic component. Make the First Move briefly pushed people out of their comfort zone (a theme synonymous with dating) and gave a sense of community to Bumble users, while promoting local art and providing quality Instagram opportunities. A+.

In 2017, Bumble created a pop-up called the Bumble Fab Lab in Sydney, Australia – a spinoff from Bumble’s temporary NYC and London brick and mortar spaces called “The Hive.” It provided a 30-minute happy, multi-sensory experience for Bumble users who attended. It had four rooms, each representing a different positive sensory experience. One room with its walls covered in beautiful, aromatic yellow and white flowers (an amazing Instagram aesthetic) represented Smell.

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The next room, Relaxation, provided a peaceful VR beach experience sponsored by the Sydney mindfulness studio The Indigo Project. Continuing the mindful trend was the Gratitude Room where people wrote down what they were thankful for on honeycomb paper, posting their messages on the wall and donating to one of the three charities Bumble was offering. The final room was Taste. Bumble partnered up with the famous Australian gelato shop Gelato Messina to create two limited edition flavors with ingredients that literally boost serotonin. This whole experience was free of charge as long as you could show your Bumble app at the door.

“Life’s short and at Bumble we believe in the power of positivity so you can become the best version of yourself and feel confident to make the first move in all areas of your life,” says Battersby. “Through the Bumble Fab Lab, we wanted to create an experience that would fill Sydneysiders with happiness – a space where they can share the love with their friends, families and colleagues.”

Bumble understands its brand reliance on an inclusive image, as many brands do. They have made it a top priority to be seen as much as possible, especially by Millennials, college students. So, Instagram, the app that has cornered the image-based social media market, was the obvious match for Bumble’s vision. Bumble’s Instagram posts – mostly well-edited relatable quotes and memes – encourage positivity and compassion. Their tagged posts come from Bumble Honey’s promoting the app and Bumble users who love the empowering, supportive lifestyle brand.

Bumble has gone above and beyond just a dating app.

Last September, Subway released an onslaught of ads smearing McDonalds. Between TV, Organic Social, Paid Social, Email, Building-sized murals, there wasn’t a marketing technique left unused. This was a campaign with more in common with political attack ads than the typical easy-going fast food ads on TV.

The campaign started slow. Two ads showed a Ronald McDonald doppelgänger chilling on the beach with Subway in hand. A simple idea to undercut McDonalds’s image.

Very contained, yet the third ad took no prisoners.

It displayed what looked like McDonalds’s golden arches performing a heart monitor-like motion accompanied by the words “Burger after burger after burger…”.

Then, the arches flatlined. Viewers. Were. Outraged.

Subway warned the world of death by McDonalds. And to be fair, cardiologists and nutritionists almost universally support this message, as blunt as it is.

Yet, this was an emotionally charged advertisement. Nobody cared about the logistics of the burn. It burned. And ironically, after the message of death by cholesterol, Subway gave their cheesesteak (high in cholesterol) a lot of screen time as a substitute for burgers. Again, logistics weren’t important. Subway was taking a risk, feeding on McDonalds’s unhealthy reputation in an attempt to rebrand as trendy.

It makes sense that Subway would do this. In recent years, Subway’s sales have been down since the very public demise of former spokesman Jared Fogle, Subway’s previously perfect, neighborly, healthy spokesperson. Subway recognized their need to pivot the operation. The company needed a new look and attitude. From new uniforms to updated restaurants (with self-order kiosks, mobile payment options, an app, and a pre-ordered pickup area) this was all part of the corporation’s Fresh Forward initiative. Subway jumped into their new millennial friendly “Make it what you want” brand, a slogan noticeably similar to Burger King’s former “Have it your way”.

Subway’s advertisements changed from ‘familiar and wholesome’ to ‘shock and awe.’ Their first series of TV commercials and Social Media Marketing in February consisted of millennials doing a wide range of cool things with Subway in hand. Synchronized roller skating with Subway, snowboarding with Subway, throwing footlongs as footballs. You get the point. The commercials were fun, they showed the range of submarine sandwich options available, and they showed the range of young people who ate their subs.

Then, during the World Cup, the corporation dropped a bizarre, three-day campaign consisting of in-your-face, subliminal messaging. This campaign covered a lot of space.

In Chicago, Subway had giant images of subs projected on buildings, 3D chalk art of meatball subs, huge veggie-loaded footlong images crafted in sand. The company had 6 second Youtube ADs, most notably one with a UFO abducting a Subway footlong from a herd of sandwiches. There were Instagram filters with UFOs, blinking Subs memes on Facebook, GIFs of Dinosaurs eating footlongs on Twitter (during the opening weekend of Jurassic World) and cryptic email messages which read “Seeing Subs?” After Subway’s three-day effort to entice even the shortest of attention spans, they released 15-second multiplatform ads saying, “You’re not crazy, you’re hungry. Feed your SUBconscious here.” This odd, attention grabbing campaign

Of course, this odd campaign was not the company’s end game! It was a move towards their check mate. At this point, Subway was ready to get go deeper into their Millennial-focused campaign. They wanted to get their hands dirty.

*Cue McDonalds slander*

With the rise of social media has come the rise of social media roast battles. Twitter and other social media platforms have laid the foundation for people to call out adversaries at a moment’s notice in front of the world and Millennials love it.

Wendy’s picked up on this early with Twitter persona who calls out other fast food chains, notably McDonalds in 2017.

McDonald’s Announcement: “Today we’ve announced that by mid-2018, all Quarter Pounder burgers at the majority of our restaurants will be cooked with fresh beef.”

 Wendy’s Response: “@McDonalds So you’ll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.”

Wendy’s goal was to gain buzz and they did that. Subway saw an opportunity to gain buzz and call out a competitor in millennial fashion on a larger scale with the flatlining commercial. They undoubtedly knew they would experience backlash from it.

A lot of people didn’t like a fast food chain telling them they would die if they kept eating food from a different fast food chain. And, a lot of people took to the internet to express their concerns and complaints. Subway responded to as many upset users as they could, expressing remorse and hope that their customers would keep coming back. According to Sprout Social, “29% of consumers are more likely to go to a competitor if they’re ignored when expressing distain on social.” Subway made sure to respond to its consumers, but did they do enough?

Bottom line: Subway got attention. More and more, every day, attention, no matter if it’s positive or negative, is becoming a priority in marketing. Attention matters. The jury is still out on whether negative advertising taints sales, but buzz-worthy content is always a means toward that goal. Via TV, social media, YouTube, email, print, sand art, and more, Subway created a multi-layered marketing plan that popped. They hurt some feelings on the way, but it wasn’t too serious. They didn’t attack the morals of Americans. They just attacked a rival. Of course, they have their critics, but people those critics were talking about Subway after the campaign.

Maybe there really isn’t such a thing as bad publicity?

Email is one of the strongest mediums in the marketing universe to sell your service or product. Here are some examples to jog your brain and get those creative juices flowing. Know your brand. Know your audience. Know your strategies.

Showing Your Customers Gratitude 

Sometimes, all people want to hear (or see, in this case) is a simple Thank You. It’s an easy gesture that can go a long way with your customers because gratitude is quite human.

Readdle, a productivity app, sent out an email thanking their users for an incredible year. The email went on to show how productive users actually were with some quick stats and graphics, made a funky, little graph sharing what the company was proud of, and offered a present for the holidays! Year-in-review emails can be a great way to show gratitude.

Leveraging Third-Party Endorsements 

To many, Twitter’s role in the world might look like the antithesis of Email’s. However, Grammarly found a way to make the two coexist. Hurrah! Inclusivity!

Grammarly used a kickass testimonial from Twitter in an email to show off exactly why their users should upgrade. By embedding a tweet featuring a user’s expression of admiration for the app Grammarly provided social proof to reinforce the credibility and quality of their product. Plus, to sweeten the deal they offered a limited-time offer for premium upgrades.

It’s working for others. Why not you? The proof is in the pudding.

Onboarding New Subscribers 

Sometimes, people subscribe to things with little thought. It is your company’s job to tell them about what you do, why you do it, and how to use it.

Task management company Asana does a great job at this with their onboarding emails. These emails show their subscribers what Asana has to offer and how to use the features in their emails. This makes Asana more than just a program someone’s boss told them to download. It functions as a useful tool to organize and get things done.

Onboard your subscribers. Tell them what they need to know to get the full experience of your product.

Personalize Based on Previous Purchase History 

“What was I supposed to do today on my day off? I wish I made a list yesterday when I was thinking of all the things I needed to do. Roofus the Lizard, do you remember?

Oh, thanks personalized email for reminding me to buy food for Roofus the Lizard because his supply is running low. You’re very helpful… and 10% off? Wow. Roofus is gonna be thrilled.”

Chewy understands personalization is important. Not all pets are the same, and people don’t care about cat food offers if they own a dog. So, they tailor their emails to their customers on a personal level and offer relevant deals and reminders, cutting out unwanted emails and getting straight to the point.

 

Personalize Cart Abandonment Emails 

Over ¾ of shoppers leave retail websites before purchasing the items in their carts. Imagine seeing that at a brick and mortar store. The store, filled with carts packed with items, would go out of business just based on the image it offered to incoming customers. Luckily on the internet, there’s less peer pressure and nobody sees others’ empty carts.

Cart abandonment IS a problem in the online shopping world. The answer: a simple nudge. J-Crew sends out emails encouraging shoppers to finish their purchases. With a click of a button from their personalized email, subscribers can be right back in their shopping cart.

Curating Content 

Huckberry, an online retailer and journal, curates content that pops in their emails to their members. As you scroll through a Huckberry email, you’ll notice the colorful, aesthetically pleasing images of style, adventure, and freedom. There are a ton of pictures, each representing a brand and a deal, and the captions are clearly written by a Millennial for Millennials. The main reference of one of their emails is a Jay-Z biking meme. They are also selling bikes in said email.

But, Huckberry doesn’t just stick to their own guns in their emails. They offer a ‘Diversions’ Section with three links to other, relevant articles and content that go hand-in-hand with their brand. They send their members to Forbes, Washington Post, Harpers Bazaar, etc. as long as the content is cool. Cool.

Going with the Marketplace Flow 

Amazon.com is powerful. The online retailer is responsible for almost 50% of the e-commerce market in the United States. In mid-July, it was Amazon Prime day, and they had some serious DEALS.

RXBAR saw Amazon’s low price on their own health, energy bars and decided to urge their subscribers to use Amazon’s sale. A classic case of “If you can’t beat ‘em, join ‘em.”

Showing Off 

Who knows their audience? Urban Outfitters knows their audience!

The company sent a simple email titled “Most-Liked on Instagram: Get all your IG faves IRL.” The email was just 9 Instagram posts by people modeling Urban Outfitters attire, their Instagram Handles, and links to shop Urban Outfitters. Boom. Boom. Boom. They didn’t have to make any deals. They just showed their trendy attire on trendy people who already got a lot of attention for their posts. That’s called doubling down.

Asking Customers for Direct Feedback 

If you are selling a service, you want to keep your customers engaged or you might lose their attention. Even though Netflix’s product feeds on attention, they are still smart enough to check on their members.

Netflix is constantly trying to improve their service. Analyzing consumer trends works. But why not go further, and analyze the answers directly from consumers. Figure out some trends in their wants and needs, and build from there?

Not to mention, this is a source of empowerment for customers. It makes the customer feel like a part of the team.

Paying for Customer Referrals 

Companies don’t mind dishing out credit to their active customers who refer their services to their friends. Postable, a designer greeting card and invitation company, will send you $5 for each friend you refer. In the grand scheme of things, the company is making much more money from your referral than it is spending on you. Just slap a fun, cartoon graphic on that email, put a link in it, and let your customers market you.

Location-Based Customized Emails 

One of Uber’s best qualities is noticing trends. When you take Ubers to the same places, the company keeps a tally, and sometimes offers personalized deals in concurrence with your habits. Check out this email:

Noticing the user constantly traveling in and out of San Francisco, Uber offered this user a $20 flat-rate ride from the airport as a courtesy and gentle nudge to keep using your good old friend, Uber, killing any possibility of a competitive price or convenience. How thoughtful.

If you email them, they will come. Only if you send the perfect event emails. Here’s 8 strategies to sending those killer event emails.

Send Short, Catchy Subject Lines

While the phrase “Don’t judge a book by its cover” is an empowering and inclusive phrase for children, it doesn’t translate to the world of event marketing. You’re in the business of making money and the only way to make money is by selling your product. Nowadays, certain companies can get away with selling bottom-shelf experiences through top of the line marketing campaigns, especially events. This is in no way an excuse to not focus on your product. It’s a reason to focus on your message; even more, your first impression. And for many of your targeted customers, your email subject lines act as that first impression. The subject line is a pass-fail test. Personalize subject lines to your targeted groups’ interests, keep them short enough to read in a single breath and make them interesting.

Speaker/Artist/Performer Spotlight

Spotlight your event’s main speakers. Sometimes, a photo with a blurb about your speaker can go a long way in an email. It should be short attention span sensitive, supplying a digestible amount of information and offering links to read more on your website.

One of the best ways to reel people in to signing up or to retain interest in your event is to spotlight speakers/performers who will be featured at the event.

Adding video is considered one of the most effective practices to boost your email conversion rates. Video is everywhere now. Even the New York Times has video above their long form articles because people are drawn to easy consumption.

Embed Testimonials

Even if your company boasts the greatest event of all time, even if critics raved about last years’ event, people still want to know what ordinary people think. It’s a matter of trust. People tend to be skeptical when it comes to being marketed to. They feel like they can see through your mirage. Your subscribers want to know how Tom liked your interactive product unveil. How about Sharon? With 2-3 personal anecdotes about your event, people will surely feel much more comfortable about taking part.

If this is your first event, don’t fret. Showing product/service or speaker/performer testimonials are solid alternatives. People just want to hear from people.

Be Deliberate with Your Message

After your subscribers enter your email, you need to inform them what your event actually is – the meat and bones. This is a space for short descriptions, highlights and a deliberate Call to Action. Make your message LOUD AND CLEAR. Really key into how it will benefit your subscribers’ needs. Make it easy to navigate with your eyes.

Constructing a Fear of Missing Out

The best way to build interest and hype around an event is by making people feel left out if they were not to attend. You can offer priceless career opportunities, raffles for 1-on-1 lunch with an industry leader, or an exotic location. By highlighting the elements that are fun or once-in-a-lifetime career opportunities, it will be hard for them to ignore your email.

Rule of Three

Chaotic emails suggest a chaotic event. To keep your emails simple, follow the “Rule of Three.” Create three sections in your email. Each section should offer essential information to the event and each section should cooperate with the other sections both intellectually and aesthetically. Event information and aesthetic should carry a consistent theme throughout the entirety of the email. The sections allow the reader to organize their thoughts meaningfully and create a clean message for your viewers.

Plan Your Event Marketing Email Sequence

One of the pillars of rock-solid event email marketing strategies is personalization. You want your subscribers to read every email you send them. To do that, your emails must fit their actions and be relevant to the event you’re marketing for. A great way to avoid spamming your subscribers is to create funnels based on your email subscribers’ activity. At first, you have no ticket buyers so you send out sales emails. Now, you’ve made a few sales. Do you want to keep trying to sell the event to people who are already going? No. You only want to send sales emails to potential buyers.

For subscribers who have already paid for your event, keep them interested with insight on the event. Consider promoting various event upsells such as a private lunch with industry leaders. Feed them more detailed information and don’t bog them down with a sales-y approach. When targeting potential buyers, be more direct with your approach. Send them urgent deals. Maybe even split potential buyers into multiple categories based on their activity. At the very least, separate your buyers and potential buyers into different funnels. By analyzing subscribers’ activity, you can pinpoint where their action process is, and you can send them appropriate emails.

Recap Emails

Sending recap emails is a wonderful way to capitalize on event momentum. When holding a multi-day event, you might send a recap after each day with highlights and opportunities for online engagement. This can remind people of tidbits they learned and objectives they need to reach. Include an attachment with details of a speaker’s main points and show highlights of what went on at the event.

Eventgoers might even be willing to pay for your company’s next event if you have a date and a place set and supply a CTA in the email. It doesn’t hurt to ask eventgoers to keep the good times rolling. Maybe even give them a discount incentive for making an early decision. The classic Early Bird Discount for those Type-A’s who know what they want can help close some leads ahead of time.

A Message from a CEO or Founder

When subscribers see direct messages from the top of the hierarchy, they are likely to feel more emboldened to take action. Higher-ups know the company. They are the experts of the culture and the vision, and they are often disconnected from communication with consumers. So, if you can offer consumers the unmatched wisdom of a Founder, Creator, or CEO of your company, they are going to eat that up.

Having a higher-up send a personal message shows care. They are willing to take the time out of their busy day to offer subscribers unmatched customer service. They can provide a personal anecdote or a meticulously engineered quote. It’s truly more about the gesture than the substance.