How to Send an Email Marketing Campaign When You Are Going Out of Business

Don’t follow the lead of Borders Books & Music, writes Bryan Quilty at Email Marketing Voodoo. “Even if your doors are closing you can still go out with some dignity and use the look everyone remembered you for,“ who notes that the had to look closely at a recent email it sent out to see who it was from at first. “It almost seemed like a knock-off, spammy email.”

With that in mind, he suggests the following:

Still using your branding so people know it is from your firm.

Don’t bother with social media links, though. “Why would anyone want to connect with a brand that is about to die?”

Give users a deadline.

How to Convert Openers into Clickers

If you consistently have subscribers that open an email but never or rarely click, there are tweaks a company can make to push them into clicking, according to the Bronto blog. First, know who they are. “The goal is to create a segment for subscribers who have opened within the past X days and have not clicked,” Jim Davidson writes. “The X factor here will be unique based on your mailing frequency. If you mail frequently, you may want to run queries with a smaller window time and the inverse if you do not mail often.”

Then write subject line CTAs specifically for this group. “We don’t want them to just “See what’s inside” or “Our weekly deals are here.” “Use code SAVE10 at checkout for 10% off!” is one example.

Also, Davidson says, make sure your pre-header text optimization works in tandem with subject line calls-to-action to encourage the click. For example: View the Entire New Fall Collection & Save 10% Over 100 new styles. Find your style today. Use code SAVE10 at checkout for 10% off! Plus free shipping over $100!