Published on April 28th, 2014 | by Lisa Furgison1
How to Tie Current Events into Your Email Marketing
Daily news might sound like an odd place to turn to for email marketing ideas, but it can be a gold mine of topics. For instance, a spring snowstorm that makes headlines could inspire a “snowmageddon” email promotion. From Opening Day of Major League Baseball to an upcoming election, you have a lot of options.
Alan Guinn, who helps small businesses with email marketing at The Guinn Consultancy Group, says emails that focus on current and/or unique events are a great way to boost interest.
“If you can identify unique events and tie them to your business, you`ll find that your emails command more interest and are opened more frequently,” he says.
To infuse your emails with a current event, take a look at an example. The email below uses Opening Day to invite fans to a local bar and restaurant.
To: (Name from Email List)
From: Jack`s Restaurant
Date: March 31, 2014
Subject line: Hey Baseball Fan. We Bet You`re Watching Opening Day.
Body: It`s been a long, cold winter, baby, but today is Opening Day for baseball! And we`re betting that you`re going to be sitting there, watching the game. What more perfect time could there be for a tall, cold Moon Ray Ale? Join us at Jack`s and pop open a tall, cold, Moon Ray Ale right now. It`s a guaranteed Home Run!
We`re looking for you! C`mon down!
The subject line is attention grabbing, right? Baseball fans gear up for Opening Day. It`s a big deal. If an email lands in your inbox that focuses on something you like, you`ll open it. Whatever event you`re trying to capitalize on, you should mention it in the subject line.
The first line of the email message instantly taps a nerve for anyone dealing with the never-ending winter. It mentions Opening Day quickly and invites customers to the restaurant to watch all the action. Notice that it also mentions a specific product that`s exclusive to Joe`s Restaurant: Moon Ray Ale. So, in just a few sentences the email makes a connection to the customer and the current event, encourages customers to come to restaurant and promotes a product. Not bad, huh?
When it comes to the email message, you want to write something short and succinct like the example above. Get to the point quickly; otherwise you risk losing the customer.
Call to action
In this case, the call to action is an invitation, but you can up the ante by adding a promotion. For instance, offer customers a discount on their first round of drinks or 25% off appetizers. Who could turn down baseball and a half-priced beer?
Finding “emailable” current events might take a little practice, but once you create one or two, you`ll get the hang of it. Look for events that the majority of your customers know about, and then get your creative juices flowing. You`ll have a catchy current event email created in no time.
Need more email inspiration? No worries. We`ve got you covered. Check out this guide: 50 Unique Ideas for Your Next Email.
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