Boost Your Campaigns and Help Your Retail Marketing Stand OutWritten by Sophie Macdonald | Read
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On average, email marketing has the highest ROI of any marketing technique, but with so many emails landing in customers’ inboxes, it can sometimes be tricky to get noticed. Why not give your campaigns a little boost by resending emails with a different subject line to everyone who didn’t open it the first time around?
Our data shows that boosting a campaign can increase open rates by as much as 30%! With the new Boost Email Campaigns feature, you can easily resend One-off Email Campaigns with a new subject line to capture the attention of customers who may not have noticed your first email. Invite them to shop with your store by boosting your campaigns and take the hard work out of promoting your email campaigns. Let’s dig a little deeper into the feature itself.
Boost Campaigns With Marsello
The Boost Email Campaigns sub-feature is an addition to the popular Email Campaigns feature that is simple to use no matter whether you’re boosting an already existing campaign or starting from scratch.
To boost your campaigns, you have two options:
Option One – Set-up from scratch:
The first step is to create a new email campaign from the Campaigns Admin. Once you have created the subject line for your new campaign, you will then find the added option to boost your campaign. From here, the process is easy! Select ‘Boost Campaign’ and create a new subject line for your new, boosted campaign; then, save your settings. This second email will only send to those customers who did not open the original email and it will be scheduled to send automatically after 48 hours.
Option Two – After the first campaign is sent:
So, you’ve decided to boost a one-off email campaign after you’ve already sent it. Using the Campaigns Admin, you will be able to boost your campaign, although this option is only available for 46 hours after the campaign was first sent. To boost your campaign, simply find the recent campaign you would like to boost in your Campaigns Admin and you will see a ‘Boost Campaign’ button alongside it. Simply select this button, add a subject line for your second campaign, and save your boosted campaign.
There are some points to note at this stage:
After 46 hours, the ‘Boost Campaign’ button will automatically be greyed out and will no longer be available for that campaign.
As with setting up your boosted campaigns from scratch, your second campaign will automatically copy the content of the original campaign but use the new subject line.
The 48-hour send delay applies to the original campaign’s send date and time – this means that if you scheduled your first campaign to send on Monday at 12 PM, then boosted that campaign 45 hours later, your boosted email would then send on Wednesday at 12 PM.
No matter which way you decide to do so, once you have saved your boosted campaign, your email content will then automatically be duplicated for the second email but the new campaign will instead use the second subject line.
This new subject line is essential! It’ll differentiate your new email from your original and is crucial to helping your campaign stand out to your customers. Don’t be afraid to get creative but remember there are a few golden rules with email subject lines! Let’s cover the basics, just to be sure:
Keep it simple. No more than 10 words and 60 characters (remember, emoji’s use multiple character spaces so keep them to a minimum) is a pretty standard industry recommendation.
Avoid special characters and limit your punctuation. Adding too much punctuation can make your emails look like spam. Refer to tip one.
Use emojis sparingly. We touched on this but it’s actually really important. Depending on the operating system your customers use, they could see your emojis differently and this could have a real effect on the success of your campaign. Emojis should support your message, but not replace words or feature too heavily.
Keep it relevant. Your subject line should indicate why you’re getting in contact and what the customer can expect from your email.
Be creative. Help your campaigns to stand out with subject lines that are too good to miss! ‘Exclusive Online Sale – Today Only’ is much more informative than, for example, ‘Sale Now On’ and really invites your recipients to open your email and make a purchase before they miss out.
Let’s break down our previous example from the above images, taken from The Little Atelier.
In their first campaign, the fashion-focused retailer lets their customers know that they’ve re-stocked an item. While their loyal customers would be the most likely to open the email, other customers are likely to be excited that a popular item has been restocked. The subject line is informative if a little simple. In the future, the store could choose to add a little more detail or even promote re-stocked items with a deal like an exclusive loyalty program Points Campaign where customers earn extra points for purchases over a set timeframe.
In the boosted campaign, The Little Atelier uses a subject line that creates a little more urgency. While the item has been restocked, supply is limited. This implies that customers should get in quick to avoid missing out. One option to add a little more power to this boosted campaign could have been to add a phrase like ‘Don’t miss out.’
Note that in both subject lines, the emojis are used sparingly and support the content of both the email and the subject itself.
Boosted campaigns are shown to have remarkable results – as we’ve mentioned. With a 30% increase in open rates alone, it’s no wonder why so many retailers have asked us for this feature. Combine those results with the already astounding power of email marketing and you’re using proven, long-lasting, tried and true tools of the trade to engage your audiences, while also ensuring that no customer is left behind.
Looking forward to using the Boost Campaign feature? Learn all you need to know from our help center article on how to boost your email campaigns.
We can’t wait to see what results you see too and we’d love to hear about your success. Let us know how your boosted email campaigns do in the comments section below!