Emails are a great way to stay in contact with your customers. They can be the most engaging and cheap marketing activity for small equestrian businesses if executed correctly. Think of email marketing as a relatively simple task you can do in-house, that goes directly into your customer’s pockets!
Here we have rounded up our top six tips for sending successful equestrian marketing emails.
- One off email blast
One off emails are the traditional email blasts that most companies send out. This could be to announce a new product you are releasing or for a special event like horse health week or horse’s birthday.
- Triggered email
Emails triggered by an action. This could be a welcome email when a new customer subscribes to your list, when they make a purchase from your online store or when they abandon a cart.
- Drip campaign
Drip campaigns are made up of multiple emails in a sequence sent over time, rather than by a trigger. They are great to stay in contact with your email list or follow-up with them.
Don’t forget that depending on the size of your business you may be sending your email to a number of recipients in different time zones. If you are sending your email Australia wide, consider the time that you are sending it for both the west and the east.
A great tip is to check your analytical data of past campaigns and see what time you received your best open rate. This will give you a clearer perspective on when your customers are active on their emails.
Before you send out your email campaign consider if it’s also a great message for your social media account. Correlate your email blast with your social media blast so that you audience receives a consistent message across multiple platforms.
A study by Convince & Convert showed that 33% of email recipients open an email based on its subject line. This shows just how relevant that little snippet of information can be. Take your time to create the perfect subject line so that it is click-worthy. Try to capture the essence of the email at the very start and keep it under 50 characters. To enhance your subject lines, even more, try to add urgency or excitement into the subject line without sounding overly sensational.
Ensure that you include a call to action (CTA) in your email. Afterall there is a reason you are sending out your email, and the CTA usually reflects this. The purpose of the CTA will help you determine what the CTA should say, and the type of CTA that will work best.
Text-based CTA – Click here to view our full horse fencing tips.
Passive CTA – Give us a call for a custom quote for your horse fencing.
CTA button – Get a Custom Quote Here!
Unfortunately, spam filters are getting more and more advanced. However, there are a few things you can do to reduce the likelihood that your email will end up in the spam folder.
- NO CAPS – Avoid using all caps in your text.
- !!!?? – Avoid excessive use of symbols and punctuation marks.
- Unsubscribe button – Always include an unsubscribe button at the bottom of your emails.
- Business address – Include your physical business address to the bottom of the email.
- Reputable server – Ensure that you are sending your emails through a reputable server.
- Test your email using a spam checker.
Want to make your equestrian marketing more efficient? Read our blog on marketing automation here.
Despina has over 20 years experience working with leading Equestrian Businesses throughout Australasia. As Show Pony Creative’s director she is an award winning Multimedia Designer who has a Bachelor Degree in Multimedia Systems Majoring in Applications.