Email like a rock star

June 11, 2015 Kenneth Ott

It’s that time of year again…

Bonnaroo is here! 

And as Bonnaroo attendees (Bonnaroovians) from around the world unite this week for 4 fun days packed full of music, dancing, sun...and maybe a little rain, we thought what better time to write a post about the Bonnaroovian code as it relates to email marketing and the call to “Radiate Positivity.”

You may be wondering, “What in the world does this code have to do with developing a high converting email marketing strategy?”

Well, whether you are a Bonnaroo lifer or someone who has never even heard of Bonnaroo, the Bonnaroovian code applies to all aspects of life...especially business! 

It doesn’t matter if you are a Bonnaroo band or a growing business brand – effective email marketing and a high converting website are key to your success. 

And do you know what the key to successful email marketing and website optimization is? 

That’s right...Radiating positivity.  

Here are five ways to develop a high-converting email marketing strategy while staying "True to the ‘Roo." 

1. Engage your customers and fans. 

The goal of your email list should be to aggregate all of your supporters and customers: to engage them with your brand by providing valuable content and offers.  It should not be to simply grow the biggest email list you possibly can. 

News flash: bigger isn’t always better.

Reaping a massive list of people who don’t care about what you have to say will end up wasting a lot of time and money. A list of 10,000 with a 15 percent open rate is much more valuable and easier to manage than a list of 50,000 with a one percent open rate.

Cultivate a list of subscribers that are actively invested in your business and your brand. Make your customers raging fans and you will win.

Which leads us to our next point…

2.  Deliver value through your content.

Once you’ve built a quality email list, segment your list according to behavior, needs, and interests.  You should deliver content that speaks to those specific subscriber segments.  Don’t just blast the same email out to your entire list all of the time – the same email is not going to work for everyone. 

Your fans don’t want to be marketed to.  They want to be engaged in relationship.  So make your customers feel special by delivering content that is relevant and interesting to them.

Want to take it even further?  Pay attention.  Ask for feedback and listen.  No one will be able to better inform you about what works for your subscribers than your subscribers themselves. 

3.  Optimize for mobile.

Remember that 65% of all emails are opened on a mobile device. So make sure your emails are optimized for mobile, or you risk losing a large portion of your subscribers due to a poor mobile experience. Not a lot of people will be schlepping their laptops to the ‘Roo!

4.  Be consistent. 

It is important to provide a consistent experience for your fans and customers at each and every touchpoint.  From your brand voice in marketing materials to your posts on social media, to your interactions through customer service...even to your performance on stage, you need to be consistent. 

For developing a high-converting email strategy, this means not only delivering valuable content through your emails, but providing a consistent quality experience for your customers once they click through to your website. 

This may mean developing custom landing pages for email campaigns, and it most definitely means you need to...

5.  Analyze and optimize your site.

To make the most out of every email marketing campaign, you need to optimize your site.  For most bands and business, getting a subscriber to simply read an email is not the end game.  You want them to go visit your site and take an action.  So optimize your site through conversion rate optimization (CRO) to make sure that you are getting the most out of each email (and every other marketing campaign for that matter) and to make sure your visitors are getting the best possible experience on your site.

CRO replaces the guesswork and gambling with a data-driven, science-based decision-making process with results that are tangible and directly impact your bottom line.

It allows you to maximize your spend on marketing across the board and effectively and scientifically increase whichever conversion metric matters to you (revenue, ticket and merchandise sales, user signups, leads – you name it). 

Increase conversions and deliver the best possible experience?  Sounds like a win-win to me. Want to learn more about conversion rate optimization?  Check out our 6 part CRO series.

So what’s the moral of the story?  

Keep your fans and their experience with your brand in the forefront of your mind at every turn.  And don’t forget the Bonnaroovian code: radiate positivity!  Developing a high-converting email strategy is all about building a relationship with your customers by engaging with them, delivering value, and providing a consistent quality experience.

Today's guest post is from Kenneth J. Ott,  co-founder of Metacake in Nashville, TN. Metacake is an experience-design and marketing agency that specializes in creating effective, customer-focused digital experiences that help businesses grow across every touchpoint. Learn more at

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