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BizReport : Email Marketing : November 27, 2014


Experts: Use the Hunger Games strategy to avoid spam folders

The experts at Campaigner say email marketers can learn a thing or two from Suzan Collins' Hunger Games books. Here are their top 3 tips.

by Kristina Knight

First, use a fail-safe just like Katniss.

"With her life on the line, Katniss never makes the same mistake twice. Taking fail-safe sending precautions prevents the same from occurring in your email marketing campaigns," writes the company. "You'll be sure to ruin your chances with customers if you spam them with emails they can't open. With more and more consumers reading email via smartphones or tables, be sure to implement responsive design (mobile) templates to make your content easy to read and interact with. Otherwise, similar to how the cannon blast signals a tributes demise, you'll become a victim of the delete button and will leave the email marketing games early."

Second, play the dating game.

"Email marketers need to turn on their charm and win over the hearts of ISPs to gain entrance into their customers elusive inboxes. To do so, be sure to avoid promotional topics in your subject lines and "from" sections - and never come across too needy. Sending timely, targeted emails is a sure-fire way to gain the trust and respect of an ISP, resulting in a second date with the inbox and breaking up with spam. Never give up if those tricky ISPs play hard to get at first - you didn't see Peetah giving up, did you?" writes Campaigner.

Third, offer a tribute.

"Implement a customer loyalty program," suggests Campaigner. "An effective program will offer personalized, relevant and targeted discounts to returning customers. Instilling loyalty in your key customers will increase sales and build an effective customer base to reap the rewards time and time again. Combined with email marketing tools like segmentation and A/B split testing, you'll improve your customer experience, brand loyalty and bottom line results - effectively surpassing the spam folder and entering the inbox."

Image via Shutterstock

Tags: Campaigner, email marketing, email tips, spam folders, The Hunger Games










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