marketing emails too frequently will appear spammy and turn off clients . However , consistency is key to appearing dependable — and to keeping your business top of mind .
“ We hear from people often that they don ’ t want to overwhelm with too many emails . But when you keep it personal and you connect , you ’ re providing value ,” Cooper said . “ And if you ’ re giving them value and they know they can count on you , you ’ re going to be welcome in their inbox .”
3 . USE CALLS TO ACTION STRATEGICALLY First , define the purpose of each email before heavy-handedly including calls to action that don ’ t support the specific goal . While all marketing emails should contain a call to action , emails sent with the goal of building a relationship or loyalty might not need more than an invitation to follow the advisor on social media for an inside look at an upcoming trip .
In all cases , the approach should be mindful and strategic . “ Many travel advisors send their welcome-home email like it ’ s the last email they ’ ll ever send to their clients : welcoming them home , collecting feedback , asking for testimonials or referrals and asking where they want to go next ,” Vieira said . That ’ s too much for a single email . “ By turning that one email into a series of follow-up emails , you ’ ll reduce the number of calls to action and continue the conversation with the client organically .”
4 . USE VISUAL CUES TO HELP CONTENT STAND OUT Instead of one big block of text , use visual indicators to break up the content and draw readers into key parts . You might do this by adding video , graphics or leaning into brand colors to draw attention . Cooper also suggests adding a downloadable — like a tip sheet on minimum height requirements at Disney — that “ pops out of the email ” visually and offers value .
5 . NAIL THE SUBJECT LINE Email recipients are likely to scroll through their inboxes and make determinations quickly about what to open immediately , save for later or delete altogether . A catchy , conversational subject line is essential .
“ There is no subject line that ’ s going to get every person to open ,” Cooper said . But when you focus on putting together a resonant subject line for your ideal client , they ’ ll open immediately “ because they feel like you ’ re talking right to them .”
CREATE ENDLESS CONTENT THAT CONVERTS
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FALL 2023 / THE COMPASS / 27