Issue link: https://www.ascpskindeepdigital.com/i/493450
Create your free business website! www.ascpskincare.com 21 Businesses need to make sure their email marketing templates are mobile friendly and in single-column format. Email marketing companies have worked diligently to ensure they are providing templates that will best deliver a mobile- friendly message. These mobile-friendly templates provide a more pleasurable experience for the recipient when viewed on a mobile device. Less is so much more for your message content. You have a lot to say—don't try to say it all in an email with thousands of words. Think of your email as an ad that directs people back to your website to learn more, engage with you, and book an appointment. Also, consider starting a blog. It doesn't have to be lengthy or involved; on the contrary, some of the most compelling are short and sweet. The content you create on your site will increase your website's search engine rankings, and you can use your email marketing as a virtual conduit that will funnel readers to your blog. Key Factors for Open Rate Success There are a few rules to follow in your new millennium email marketing plan. Your open rate (the percentage of subscribers that open your email) is infl uenced by a few key factors: • SUBJECT LINE To be most effective, your subject line should be fun, engaging, provocative, and enticing. It's considered a best practice to have a subject line that is 4–8 words and about 40 characters long. • "FROM" EMAIL ADDRESS This address should not be impersonal (for example, info@yourspa.com). It needs to come from a person the recipient knows. Many email programs also allow you to use a custom display name. Check yours. • BEST TIME TO SEND There isn't a hard and fast rule on the best time to send; however, there is a two-part exercise you can perform to help you narrow down your best day and time. First, create an email campaign and break your contact list into three sections, then send the campaign to one section on three different days. Next, create a second campaign and use the same three contact lists to send your email at three different times on the same day. The highest open rate on both campaigns will give you an idea of your ideal day and time. Key Factors for Conversion Success Your click-through/conversion rate (the percentage of openers who perform the desired action of "click here," "call now," etc.) is heavily infl uenced by your email campaign's layout. Some keys to effective layout are: • LOGO HEADER Readers want to be able to identify your business the moment they open your email. Have your logo in the email header, along with your business name in text in your branded color. This is required—in the event the recipient has the image preview turned off, your business name will populate and will quickly identify you. I also recommend adding any key information in the top left of the email for quick reference in case the email is not resized for mobile. The manner in which recipients read email is completely different than just six years ago—51 percent of email is now opened on a mobile device. If you don't already send email for your business, here are three easy steps to help you get started. 1. Choose an email provider for your business. ASCP members save with Constant Contact, which is easy to use and has great features, but MailChimp is another easy-to-use service, and is free if you have less than 2,000 subscribers. 2. Decide why you're doing this in the fi rst place. Do you want new clients? More loyal existing clients? Do you want to explain your treatment options, or stress the value of home care? Figuring out your goals will help you fi gure out your message, schedule, and strategy. 3. Ask for client email addresses, and send useful info on a regular basis. Having a simple sign-up sheet and sending a monthly email full of good tips is a great way to begin an ongoing conversation with clients, and you'll fi nd the tone, timing, and personal touch that works for you and your business! " Where Do I Even Start?"