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4:13 pm
October 20, 2011
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QuoteHi Guys!
Wondering if anyone has any experience/opinions about emails to your fanlist re:
-do you think it is better to have a blog teaser that then requires the fan to click on a link that will take them to the actual blog post where they can comment, or,
-better to have the entire blog post in the email so you are not requiring fans to do something every time you send them an email (ie. click on this, comment on this, buy this, etc.)
I currently have links in all my email that will take the person to the blog post on my site, but, as a smaller percentage clicks through- I am worried that I am missing out on bonding opportunities with ones who are reading on their phone or don't have time to click. Would love your thoughts if you have any!
Thanks!
Kat
linking to blog posts in an email vs. sending the entire content.
6:06 pm
June 9, 2011
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Hi Kat,
Interesting question.
Normally I would do exactly what you are doing... short email that links to the entire blog post. The tricky part is making the email enticing enough to click through in just a paragraph or two. I've noticed John's emails tend to be a bit longer, but he still passes people onto the blog.
Maybe that's the answer to the mobile user dilemma. That way they are still getting some good interaction and then if they are really interested they will click through.
Another thing to look into is whether or not your autoresponder keeps tabs on who signed up with a mobile browser vs. a computer browser.
If so, you can segment out your mobile user and send them an entirely different message than the rest to try to get a more even response.
In my opinion you definitely do not want to include the entire blog post in your email. You want them on your blog where they can see the community, the branding, use the social media sharing icons, find a "buy" button, etc. You also want to train them to take action.
Almost without exception, the shorter the email the better the click through in my experience. However you do need to provoke curiosity.
I use long emails to sell. So when I want people to click, IE a blog post or a "it's live" type of email, I go short. When I want conversions on the other end I include info to support the ultimate call to action.
But I don't like the newsletter, teaser, full feed emails that so many companies use at all. The goal is to come off as a person who is just sending a friend an email about something cool. The more you can come off like that, the better you will do in my opinion.
One of the best CTRs I got on a recent email was to the MMM list.
It was teh headline "This is one of the saddest things I've ever seen..." It got over 50% open and 24% CTR which is really solid for a list of 11,000.
The email just said...
"
I just posted a picture on the blog you should see.
Check it out here:
http://www.musicmarketingmanif.....ness-plan/
This effects every musician and you should really see
this.
so be sure to check that out as well. It's a little
further down on the page...
Talk soon,
John"
It's all about promising to deliver but not delivering until they click. At least when the purpose of the email is to get the click. As mentioned, sometimes it's about educating to support your call to action.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
6:44 am
October 20, 2011
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totally agree with training your folks to take action. I used to send the monthly email with just shows. And now after a year of having some sort news item and call to action in every email...My clicks are way higher. Totally worth it.
DRESSED HIS WIFE UP LIKE A HORSE FOR HIS NEW ALBUM COVER
http://www.deanfields.net
6:57 am
June 7, 2011
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Dean Fields said
totally agree with training your folks to take action. I used to send the monthly email with just shows. And now after a year of having some sort news item and call to action in every email...My clicks are way higher. Totally worth it.
That's cool to hear Dean. I love hearing when you guys see this stuff working. Makes it all worth while 🙂
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
1:31 am
August 27, 2011
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I agree about sending people from the email to your blog. Beyond the other benefits, you're also potentially helping out your ranking for the site by showing return visitors to your site. I would imagine someone from your list that has been compelled to click the link to find out more will also spend more time on the site.
Depending on who you listen to - Google montiors stats like the bounces, time on site, pages per visit, return vs. new visitors in an effort to distinguish a 'quality' site from one that isn't.
It seems to be pretty much all upside when you send your list to your site versus keeping them in the inbox. Unless you're going for a sell in which case long copy is prefered ("the more you tell, the more you sell") and having your protential customer all to yourself inside an email that's been opened would be less of a distraction than when they're on your site and have so many things to potentially direct them away from the action you want them to take.
6:42 pm
June 10, 2011
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Hmmm...I learned from this. Thanks for posting. One thought: it would be easy to have a mobile version of your blog. Just use the same kind of redirect you use for your squeeze page, and serve another blog that is sized like your mobile squeeze page. Kat, I do find the scrolling and resizing on my phone to read your blog annoying. I do almost all email from my phone now. On the other hand, you seem to have awesome teasers. I'm always compelled to click through. You're a great writer and I love reading your stuff. 🙂
5:52 pm
October 20, 2011
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hey guys,
thanks- that's really good to know. charley, i'll have to look into the mobile friendly thing-
hey john, you said: But I don't like the newsletter, teaser, full feed emails that so many companies use at all. The goal is to come off as a person who is just sending a friend an email about something cool. The more you can come off like that, the better you will do in my opinion.
does this seem like an annoying teaser:
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