Even with the best providers, email list management is dreadful. It’s like walking a tightrope. Wobble too far in one direction and you’re toast. You don’t want to email your list too much and risk bloating their inbox and driving them to unsubscribe. But if you don’t email them enough, they’ll forget about you, or forget they subscribed and report your next email as spam.
You want a quality, responsive email list, but you also want to grow a big email list, and teeter between single opt-in and double opt-in. You’ve been doing email marketing a long time and have a big list, but your open rates are low and you’re not sure people are even paying attention.
And don’t even get me started on the poor souls who at some point need to switch email marketing providers, move their lists, and get people to re-opt-in on a new system.
Email marketing is a tough tactic to implement correctly AND effectively, even with the sales, lead nurturing, and list building best strategies behind it. While it can be done, not many put in the time to really understand the nature of the beast.
There is a lot of crap being sent to email inboxes every day. Awful, horrible emails with bad email design. I am on A LOT of lists and much too often I open the email, scratch my head, and wonder who thought sending this message, design, or call to action was a good idea.
But there are always exceptions to generalizations and we came across one of these exceptions that was done so well, I thought I’d share it with you and maybe give you an idea or two that you can use to up your own email marketing game.
It All Started With a Couch
We needed a new couch for the family room. We wanted a big, cushy, sit-in (not sit-on) sectional and because the room is big and the windows are in an odd place, we needed the couch to be big. On the long side, we needed it 12 feet in length.
We scoured furniture stores to find the right couch. We wanted to buy a leather sectional, but none could be found in the dimensions we wanted. Ultimately, we ended up at Macy’s, found a fabric sectional that was the right size (Hallelujah) and we bought it.
Double Opt-In By Email
During checkout, Brian had to give the store his email address and a day later they sent him the following email:
We shopped at the Macy’s furniture store, not the regular department store, so in a perfect world, this email would have included a photo of furniture, not a posing woman. But I’ll let that go because this is a brilliant double opt-in confirmation email.
Yes, this is a confirmation email.
- At the very top, they are offering an additional savings of 15% just for clicking the confirmation link.
- In the middle they make the same offer of an extra 15% off. They also ask you if your email is correct — encouraging you to click the confirmation link with an alternate call to action.
- At the bottom, they confirm you need to click a link to receive emails from Macy’s. They also give you a clear opportunity to unsubscribe.
Apply This Double Opt-In Confirmation Email Strategy In Your Business
Nothing about this email marketing strategy is difficult. You can easily implement something similar in your own business to boost your double opt-in confirmations and retain email subscribers for longer periods of time.
Start by brainstorming alternate calls to action:
- Can you offer them another a discount or savings for clicking the link?
- Can you ask them to confirm that you have the right email address?
- Can you offer them another free gift or bonus for clicking the link?
Evaluate how and where you may implement these ideas:
- Can you edit your primary confirmation email?
- Can you create a single opt-in list building offer, then use one of these create confirmation calls to action to confirm their email in the follow up sequence?
- If you haven’t emailed your list in a while, or you have a cold list, could one of these ideas work to get your subscribers who still want to hear from you to confirm?
- Can you just send an email like this one to your list to show them you care, you want to only email those who want to hear from you, and you want to make sure you have the right email?
Like I said, email marketing is tough, and maintaining a quality, responsive email list who pays attention to your emails is even tougher — but maybe mixing in one or two of these ideas may boost your results.