20 subject lines + 4 tips for Mother’s Day emails

This year, Mother’s Day falls on May 13. As we all prepare to celebrate the special moms in our lives with flowers, Sunday brunches and heartfelt cards, business owners have one extra item on their to-do list: planning Mother’s Day email campaigns.

If you’re starting to prepare your marketing strategy for the holiday, you may be wondering what a great Mother’s Day email looks like. What should it say? How can a brand get its message to stand out when subscribers’ inboxes are flooded with similar promotions? To help you design your emails and create content that gets noticed, here is some Mother’s Day email marketing inspiration. 

1. Put the spotlight on real moms

While stock photos and graphics are certainly useful when designing emails throughout the year, you can take a more personal approach with a holiday like Mother’s Day. Incorporate pictures of your own mom into your email or put out a request on social media for customers to send in photos of a mother they’d like to have honored in your next newsletter. This email from Life is Good uses a photo of one of the company’s employees and her daughter to promote products that make great Mother’s Day gifts.

2. Create a gift guide

Finding the perfect gift for mom isn’t always easy. Give your customers a hand by creating a guide. This playful email from Mouth offers suggestions based on personality type. One of their subscription boxes is great for “moms who love to explore,” another for “moms who keep their gin up” and yet another for “moms who like to nosh.”

3. Give your copy a little love

In a pinch, a simple “Happy Mother’s Day” message can work just fine. But if you really want your email and brand to stand out, put some thought into your email copy. Why is Mother’s Day important to your company? How are you celebrating? Why would your products or services make an excellent gift? Try to answer these questions for your readers in a few sentences.

You may choose to write something funny or something sentimental, but don’t worry if you aren’t a master wordsmith. Just make sure that your business’s personality comes through in the copy. This email from Alamo Drafthouse theater chain uses alliteration (“movies, mimosas and memories”) and movie references to bring the message to life.

4. Have fun

Holiday emails are an excellent opportunity to stretch your creative muscles and have some fun with your readers. So don’t be afraid to veer away from the conventional “Happy Mother’s Day” email. Have a Mother’s Day mother lode sale, create a funny CTA button or celebrate the holiday in a silly way that hits home with your niche audience. Bark, for example, sent out an email in honor of “dog moms.”

20 Mother’s Day subject lines

Once your message is ready for the special day, you’ll need to come up with an eye-catching subject line to make sure your subscribers open the email. For inspiration, here are a few of our favorites.

1. She’s not like a regular mom. She’s a cool mom. | BoxLunch
2. Just in time for Mother’s Day…50% off tops & dresses | Banana Republic Factory
3. What does your mom love? (Besides you) | Mouth
4. Mom loves a good deal | Uniqlo
5. All about Mom: special savings on duvets, throws, frames & more | Pottery Barn
6. Because we love our moms 15% off sitewide | Zazzle
7. Order Mother’s Day gifts TODAY and save, like mama taught you | Parabo
8. Gifts mom will L-O-V-E | Etsy
9. Still looking for a Mother’s Day gift? | Prynt
10. Gifts she’ll love on Mother’s Day | Nike
11. Got it from my momma | Nicole Miller
12. Happy Mother’s Day (plus, mystery gift for everyone) | Aveda
13. To all the moms, with love | Harry & David
14. Moms, kick back & get 25% off all orders | Lillian Vernon
15. For your #1 since day 1. Shop Mother’s Day sale | Lush Cosmetics
16. Don’t forget Mom! Hours left before the big day! | Charming Charlie
17. Mother’s Day Gifts for any budget | Sur la Table
18. Celebrate mom with better family photos | Olympus
19. Last minute Mother’s Day Gifts? We’ve got you covered! | Godiva
20. Tell mom wine is on the way — Mother’s Day free wine kit | Midwest Supplies

Whether you’re planning a sale, throwing an event or simply saying “thank you” to all of the moms who have contributed to your business’ success, Mother’s Day is a great opportunity to reach out to your customers. 

Join 140,000 small business owners Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook. Subscribe

© 2018, Amber Humphrey. All rights reserved.

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6 easy email marketing metrics you can use today

When it comes to your marketing arsenal, email is a go-to tool that you reach for early and often. There are two main reasons for this. First, rolling out an email campaign is inexpensive, which creates an attractive return on investment.

Second, email marketing is extremely trackable. There are a variety of metrics that are easy to use and give you valuable insight into how an email marketing campaign performs. This allows you to see what works and what doesn’t, so you can tweak your strategy and make future campaigns more effective.

Here are the six email marketing metrics that will help you fine-tune your outreach to customers.

1. Delivery and deliverability

Although these sound similar, delivery and deliverability are different measures. “Delivery” refers to whether or not a recipient’s email client accepts your message, while “deliverability” is concerned with where the email ends up after it is accepted. This could include the recipient’s main inbox, their spam folder or any other folder in their email system.

Your delivery rate is a simple measure of the percentage of emails that are actually delivered to recipients versus those that bounce back. A low delivery rate indicates that you have too many email addresses on your list that are invalid or inactive. Other factors can affect your delivery rate as well, such as whether the recipient’s email program has blocked your IP address. 

Target delivery rate:

In an ideal situation, your email delivery rate should be as close to 100 percent as possible. To accomplish this, make sure to remove or update addresses from your email list that result in messages that bounce back.

2. Open rate

Just as the name indicates, your open rate is the percentage of recipients who opened your email, making it likely that they read at least part of the message. As a simple example, if you send an email to 100 recipients and 25 of those people open it, your open rate is 25 percent.

If your email campaigns consistently deliver low open rates, you may need to rethink your subject lines. The more enticing your subject line is, the more likely recipients will open the message.

Target open rate:

High open rates are desirable, but for email campaigns, a rate of 20 percent is a good target across most industries. Anything above 20 percent should be considered a success, while an open rate below 20 may mean it’s time to rethink your strategy.

3. Clickthrough rate

In most cases, the goal of your email is to get recipients to take some sort of action, such as visit your website or make a purchase. Your clickthrough rate is the percentage of email recipients who took such action by clicking on a link contained in your message. To improve clickthrough rates, try to use alluring content that leaves readers craving more.

Target clickthrough rate:

A good target rate is 2.5 percent. A clickthrough rate below that may be a sign that you need to freshen up the content in your messages, or experiment with different formats for your calls to action.

4. Conversion rate

Email conversion rates are unique because they’re completely customizable based on your own business goals. In many instances, your goal might be to get email recipients to make a purchase. If this is the case, your conversion rate would be the percentage of recipients who went on to make a purchase after reading your message. Other examples of actions you could use to measure conversion rates include the number of recipients who gave your business a like or share on social media, or the number of folks who sign up for a newsletter subscription.

Target conversion rate:

Since your conversion rate is customizable, your target should be based on your own goals. If the goal of an email campaign is to generate sales, your target rate may be a specific number of sales transactions, or a total dollar amount generated from the email. These targets will vary based on the nature and size of your business, and on each individual campaign.

5. Subscriber growth rate

One of the easiest email metrics to monitor on a regular basis is the number of email subscribers you have. The goal is to keep your subscriber list constantly growing. After all, the more people you have on your list, the better chance you will have at getting some of them to take action.

Target subscriber growth rate:

You can set personal goals such as a 3 percent increase in your subscriber base, or 100 additional subscribers over a given amount of time. In the end, however, any positive movement in your subscriber base is a good thing, while a shrinking subscriber list is not.

6. Disengagement rate

On the flip side, it can also be useful to track a disengagement rate, which is essentially the percentage of recipients who unsubscribe from your list or flag your message as spam. The goal here, of course, is to keep this metric as low as possible. However, if one particular email results in a relatively high disengagement rate, it will give you some insight into the types of messages that don’t work with your subscribers.

Target disengagement rate:

A low disengagement rate is ideal. And low means low. Try to keep your disengagement rate below 0.15 percent, as anything above that may begin to affect deliverability.

It can’t be overstated – email is an excellent low-cost way to engage with current and potential customers. To bring your marketing efforts to the next level, utilize these easy email analytics to get a sense of the tactics that work best to make your emails more efficient, not to mention more profitable.

© 2018, John Habib. All rights reserved.

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How to use email marketing to adapt to Facebook’s new algorithm

With 1.4 billion daily users, there is a staggering amount of content published on Facebook every day. To help us sort through all of that information and ensure that our news feeds show us the posts we’re most likely to engage with, Facebook constantly makes adjustments to the algorithm that ranks content. In the past, the algorithm has been updated to prioritize posts from friends and demote posts that are overly promotional.

The algorithm is tweaked frequently and in ways that many people likely aren’t aware of. But a recent update could affect the way that brands market themselves. In response to 2017’s “fake news” controversy, Facebook’s algorithm will now favor content that sparks “conversations and meaningful interactions between people” and “posts from friends and family over public content.” While the move was made to ensure users are presented with trustworthy content, experts warn that this change could potentially devalue posts shared by businesses. It’s too early to tell what impact this will ultimately have.

And with the recent Cambridge Analytica scandal, in which Facebook user information was misused to influence the 2016 U.S. presidential election, there’s another level of uncertainty about where the company is headed.

But all of the changes that are currently happening at Facebook highlight how important it is to stay in touch with your customers using methods that you can control — in addition to still connecting with them on social media.

Email marketing allows you to communicate directly with your audience. It provides direct access to your audience, indefinitely. So instead of waiting to see what impact this latest Facebook update or the Cambridge Analytica developments will have, be proactive. Shore up your marketing strategy by getting your email marketing program ready. To do so, follow these three steps:

1. Get your audience to join your email list

Is Facebook your primary marketing channel? If so, you will need to persuade your Facebook audience to sign up for your email list. As of now, it doesn’t appear that any changes have been made to the Facebook Ad algorithm, so run an ad campaign, encouraging subscribers to join your list. Make sure to briefly explain the benefits of signing up. You should also have sign-up forms or links anywhere that your audience interacts with your business, such as your website and your physical location. (VerticalResponse also lets you easily build and publish landing pages where you can quickly collect contact information.) You don’t want to miss an opportunity to connect.

2. Build relationships

Spend more time cultivating relationships with your audience through email. You want your subscribers to be invested in and emotionally connected to your business, so they’re compelled to engage with you on whichever marketing platforms you’re using. Rather than simply sending out information about upcoming sales or promotions, try incorporating user-generated content into your messages. Some companies add images of customers wearing or using their products at the bottom of every email message. Prove that you appreciate your audience. Other relationship-building strategies include sending out birthday messages, creating post-purchase follow-up emails and sending out newsletters.

3. Combine email and Facebook

Use email to support your Facebook efforts by including a link to your Facebook page in the footer or header of all of your emails. Go one step further by specifically asking subscribers to visit your page, letting them know that it’s the best place to receive up-to-the-minute updates on holiday hours or other news.

The recent Facebook algorithm change doesn’t mean that you have to abandon Facebook altogether or that it can’t still be a useful way to promote a business. Just remember, your marketing strategy will always be stronger when you take an omnichannel approach. Which is just another way of saying, don’t put all of your eggs in one basket. Integrating your existing Facebook strategy with your email marketing will increase the impact of both channels.

Join 140,000 small business owners Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook. Subscribe

 

© 2018, Amber Humphrey. All rights reserved.

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9 ways to connect with customers during National Small Business Week

The U.S. Small Business Administration (SBA) founded National Small Business Week in 1963. The yearly event recognizes the important contributions that entrepreneurs and small business owners make to their communities. From April 29th through May 5th, SBA hosts events and webinars to educate small business owners. But if you can’t attend one of these events, don’t worry — you can still get involved by running National Small Business Week promotions and marketing campaigns. Here are nine ways that your business can use email and social media marketing to join the celebration.

Reach out with email

Promote your sale

First, tell subscribers what National Small Business Week is. Then alert them that you’re celebrating the week with a special sale. Consider making certain coupon codes or sale prices exclusive to your email audience to reward them for signing up for your list.

Send out a National Small Business Week-themed newsletter

Looking for newsletter content topics? Why not focus on National Small Business Week? Show your subscribers where they can find more information about the week, tell them how you’ll be participating, share your business’s story or bring attention to another local business owner that you admire.

Invite subscribers to a special event

National Small Business Week is the perfect opportunity to get to know your customers — and for them to get to know you. Plan a “friends and family” event in honor of the week and send out invitations to your email subscribers. Remind them why they should stop by. Will there be free refreshments? A raffle? Discounts? Goodie bags or giveaways? Your invitation should tell readers what will be happening at the event and the benefits of attending.

Show your appreciation

A recent study has shown that 68 percent of businesses lose a customer because the company doesn’t appear to value them. Make sure your subscribers understand how important they are to your business during this week by sending out a customer appreciation email. Your message could be a simple thank you, letting them know that you want to show your appreciation during National Small Business Week. You could add a discount code to the note as a thank you.

Spread the word on social

Use event hashtags

Let your followers and other business owners know that you’re participating in National Small Business Week by adding the event’s hashtags to your post: #DreamSmallBiz and #SmallBusinessWeek. If you’re doing something special, such as holding a meet and greet with a local celebrity or getting together with neighboring businesses for a community event, share photos and tag the official SBA Twitter account (@SBAgov) for additional traction.

Get personal

Why did you start your business? Who are the employees that help make sure everything is running as it should? Your small business story is unique. Share it with your social media audience. Use this week to give your followers a peek behind the curtain by posting personal anecdotes, photos and stories about how much your customers mean to you. Not only is this a great way to honor the spirit of the event, but it also humanizes your business, helping you foster an emotional connection with your customer base.

Share a week of promo codes

Give fans and followers incentives to keep an eye on your social updates — and ultimately to stop by your business — by revealing special promo codes on your social accounts throughout the week.

Throw a contest

Ask customers to post a photo of themselves using or wearing one of your products, or to share an experience they’ve had with your brand. Whoever has the best photo or story wins a free item or complimentary service. To get your whole audience involved in the fun, encourage them to vote for their favorites. Announce the winner at the end of the week.

Run a social cross-promotion

Recognize the critical contributions that other small business owners have made to your local community through a cross-promotion. Connect with another business owner that you’re a fan of, or that offers a complementary service or product. Mention the business in a special National Small Business Week post. Explain to your fans what you love about your partner brand and encourage them to check it out. Have your partner do the same. This type of cross-promotion will introduce your business to your partner’s audience and vice versa.

National Small Business Week is your week, so you don’t want to miss out on any of the fun — or promotional opportunities. But remember, as with any marketing campaign, you have to establish a plan and clearly identify your objectives. Do you want to drive revenue? Are you trying to build brand awareness? Once you’ve figured out what your goal is, you’ll be able to find the best way to promote your business.

Join 140,000 small business owners Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook. Subscribe

© 2018, Amber Humphrey. All rights reserved.

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How to get the most revenue from email marketing | Register for our free webinar

Email is one of the best revenue-generating tools available to companies of every size, bringing in $44 for every $1 spent. But how can you be sure you’re getting all the revenue possible out of your email marketing program? Particularly for small businesses, maximizing email’s potential can seem tricky at first. It doesn’t have to be.

Using email to drive revenue for your small business 

VerticalResponse’s partner, Deluxe, is offering a free email marketing webinar on April 17. Hosted by Brant Schmitz, Director of Email Marketing & Automation at Deluxe Corp., the webinar will go through the various methods of increasing your revenue with email marketing. In plain language and with practical advice, the webinar will cover:

• Why you should use email marketing
• How to set email goals
• How to use personalization and segmentation
• Creating effective email content
• How to measure email’s results and optimize future campaigns

Don’t miss this free webinar at 1:00 – 2:00 p.m. CDT (11:00 a.m. – noon PDT) on April 17, 2018. Register today. 

Join 140,000 small business owners Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook. Subscribe

© 2018, John Habib. All rights reserved.

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Everything you need to know about marketing in 8 steps

Marketing is the primary way to sell your product or service and grow your business. At its core, marketing gets the word out. It builds your customer base by telling people how you can meet their needs. It also helps you establish a loyal following so you stay top of mind in between purchases. 

You’re already familiar with email marketing, of course. But a savvy business owner employs other marketing tools — a distinct logo, a strong website, good SEO tactics and more — to make his or her marketing as effective as possible. 

Eight parts. Make a plan. Get it done.

Sure, marketing can feel daunting when you’re new to it. That’s where our free guide, Marketing Fundamentals, comes in. This guide, created by the marketing professionals at our partner company, Deluxe, explains everything you need to start your own marketing plan — regardless of your experience level. Follow the advice in any or all of its eight sections, wherever you need help. Get real-world examples and practical advice along the way. Learn how to:

1. Develop a smart marketing strategy
2. Create a strong brand
3. Build an effective website
4. Get found online
5. Boost your online visibility
6. Stay connected with email marketing
7. Find more fans with social media
8. Tie it all together with print marketing

With Marketing Fundamentals, you’ll be ready to start reaching new customers today. Download it for free. 

Join 140,000 small business owners Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook. Subscribe

© 2018, John Habib. All rights reserved.

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