Wednesday 16 October, 2013
People are busy and that includes your email list subscribers. They let great offers pass them by simply because they’re overloaded with information and things to do. This is why we need reminders and lots of them.
The reminder email is a very important part of email marketing. It makes sure that your offer gets seen when your recipient’s email inbox is flooded with spam and other offers. In email marketing, open rates are generally low, so sending reminder emails increases the chance that your offer will get seen.
How to Send Reminders
The best practice when it comes to reminder emails is to send a reminder after the initial offer. Then, send another one. Then another one. You can probably see where this is going.
If it sounds annoying or spammy, consider how busy your subscribers are. A subscriber may even see the offer, think it sounds good, and tell themselves that they’ll look into it later, only to let it get swept under the rug when they get busy with other things. But if your reminder hits them a day or two later, they remember and are likely to take action.
Mixing It Up
The key is to mix up your reminder messages. Every marketer has their own system of sending reminders but there’s a pattern. After the initial offer, send a reminder with a different subject line. The subject line should contain words that refer to the original offer so that they know it’s not a new offer. Words like ‘remember,’ work well. You want to trigger an ‘aha’ moment where they recall the original offer.
As you send further reminders, add a time element to give it some urgency. Tell them that there’s still time but they need to act now. In your final reminder, emphasize that it’s their last chance to receive the benefits of the offer.
Timing Is Everything
Your reminder emails should be spaced a few days apart. Send them no more than every other day. Daily reminders are generally regarded as too much, although some marketers say this is what works for them. The problem with daily reminders is that they overload your subscribers who may see them as spam and ignore them. However, every market and every list is different, so experiment until you find the sweet spot.
The Essentials of a Reminder Email
In each reminder email, give them:
* The details of the offer emphasizing benefits they’ll receive
* Reference to the time limit of the offer to give it a bit of scarcity and urgency
* A clear call to action that tells them how to take advantage of this offer.
The copy should be short, simple and straight to the point, and it should have a friendly and positive tone. Always personalize your messages.
Try it out with your list and see what timing and wording gets a response. Make this your standard formula and apply each time you make an offer.