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As the U.S. prepares to celebrate Independence Day, there’s another holiday trend Americans can expect to look forward to: July 4th promotional emails.
Whether you plan to host a huge sale, offer exclusive discounts or simply take a holiday spin on your typical content, getting your emails to stand out in the inbox can be a doozy – especially when there are hundreds of other businesses tying the holiday to their emails too.
So what can you do?
Here are three tips to keep in mind when writing eye-catching subject lines for your July 4th emails.
Create a sense of FOMO — or fear of missing out — with your subject line. This is one of the most effective psychological drivers of email opens.
Referencing specific dates in your subject lines creates a sense of urgency with your subscribers, and ultimately encourages more subscribers to open your emails.
Plus, mention how long your promotion is running. Having a week-long sale? Be sure to mention it. This not only tells subscribers how long they can access the deal, it’ll entice them to act faster and take advantage of it as well.
Try subject lines like: “This Week Only: Hot July 4th Sales!” or “The 4th of July continues with 60% off!”
It’s tempting to get creative with your subject lines. Witty always wins, right?
Unfortunately, not always.
Subject lines that are direct and relevant to your audience often receive stronger open rates than subject lines that aim to be clever. That’s because subscribers want to know exactly what’s inside the email and will open if they feel it’s relevant to them.
So instead of subject lines like “Sales That Even Uncle Sam Would Want,” try getting more specific with something like, “50% off Patriotic Tanks & Tees for July 4th!”
Keep in mind that your subscribers may not be paying close attention to their inboxes on July 4. Consider sending your holiday email before or after the holiday when they’re more likely to open it. Plus, it’ll also give you an edge over the competition.
Considering a post-holiday message? You might want to try a subject line like, “We’re Still Celebrating July 4th: Buy One, Get One Cupcakes!”
Or, if you want to get a head start, try a subject line like, “Ready for this early July 4th deal?”
Sending holiday-themed emails keeps your brand relevant, but be sure to keep these tips in mind for success.
Are you sending any July 4th emails to your subscribers? Tell us about it in the comments below!
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James Maher is a New York Photographer, a huge Knicks fan, and a lifelong New Yorker who got his driver’s license at 30 years old — as any true Manhattanite should. Maher never took the conventional route. His love of photography started with using Photoshop to make fake driver license IDs at the University of Madison with his college roommates.
Over time, he grew his business to offer an eclectic mix of products and services — including photography print sales, a portrait business, conducting workshops, creating online content, and authoring three books. Despite having a diverse business, COVID-19 still shut down his business along with the rest of New York.
He knew he had to transition some of his business online, so he took some time to look at short-term revenue options that could set him up for long-term growth. He began brainstorming how he could re-create traditional in-person experiences into new online opportunities.
In order to do so, he followed 5 essential steps to grow his email list and pivot his business to an online format.
SEO is a process of optimizing your website to get organic (or unpaid) traffic. Maher drives traffic by regularly providing unique, engaging, and free content on his site for people interested in learning about photography.
For example, he gives away a free New York travel photography guide on his website. This free guide is an essential part of Maher’s SEO and content marketing strategy.
“Email and SEO together are the two backbones of my business. It is a vital way to reach my fans. I don’t think I could have as diverse of a business without it,” said Maher.
He also guest blogs on other photography websites that link back to a sign up form on his website to help drive traffic.
Each piece of content on Maher’s website is downloadable when a user enters their email address. Maher uses different signup forms for the various pages of his website that hosts unique content. The sign up forms connect directly to a list in Maher’s AWeber account.
Depending on the content users download, Maher sends more in-depth information in an automated email series, which allows him to share information and tips, build relationships with new subscribers, and promote paid products.
Although each audience member will receive multiple emails in the sequence, Maher reminds them at the top of each email of the content they may have missed or that will be coming in a future email.
Each email includes thought-provoking images and step-by-step instructions for other photographers.
“My email list was always vital and incredibly important to my business, but it’s even more important now because I have started to transition to more online content,” says Maher.
AWeber’s analytics help guide Maher determine the type of content he sends and when. “It gives me a lot of information about how my information is perceived, and if the content is engaging,” says Maher.
Maher reviews regularly both the open and the click-through rate on the content that he sends. Sending engaging content has allowed him to attract new audiences to his email list.
Maher uses his downtime to set himself up for long-term success by creating content and online products to grow his email list.
His latest online product, “Editing and Putting Together a Portfolio in Street Photography,” drove revenue and allowed him to promote some of his other services like individual portfolio reviews.
While social distancing is still in place in New York City, Maher takes time to introduce himself to as many new groups of people as possible. For example, he gives photography zoom presentations to groups and camera clubs around the country. Most people who attend the presentation visit his website and join his email list.
Maher also promotes the new online course to his email audience.
During this time, when many members of his audience have reduced income, Maher has adjusted his payment model to “pay what you can.”
The suggested price for the online class is $25. The average payment turned out to be about $25 because some people were getting it for free or $5, but some people paid $50 or $100.
“I’m going to do that going forward for more of my products now. It provides me some income and builds my emails list, so it is a win-win for everyone.” says Maher.
The rates for advertising are much lower than usual due to COVID-19, so it is a great time to promote posts on social media to stand out from the crowd.
Maher uses Facebook ads to target local photographers in the Northeast. They see the ad, download the photography travel guide, and are added to his AWeber list.
AWeber then sends an automated email sequence that lets them get to know Maher, learn photography tips, and get a sense of the type of content they will receive from going forward.
“I’m testing and tweaking the Facebook ad a bit now given that people aren’t really traveling to New York with COVID-19 going on. But I’m finding that it’s still doing very well at converting photographers, particularly with the cheaper ad pricing. If you provide them with good, interesting content, you can grow your list,” says Maher.
Maher has shifted his business’s focus toward creating online experiences that provide short-term revenue that keeps his business going. He created online classes about photo editing and online photography portfolio reviews. He even started working with photographers to help them create portfolio websites.
Every post, promotion, or email drives people to his sign up forms with the end goal of growing his email list.
The creation of each online product is just the first phase of its product life. “Each online product will eventually integrate into a bigger package in the long term. I’ve been building this business for about 17 years, and I had the formula down — but COVID-19 broke the formula,” says Maher.
“The silver lining is COVID-19 gave me the time to execute on ideas I always had in the back of my head. I believe my business is going to come out of COVID-19 stronger and more prepared for the future.”
With AWeber, you’ll get everything you need to grow your own business online — including sign up forms, newsletters, landing pages, and access to our award-winning customer solutions team.
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