January 24, 2011
Creating successful marketing campaigns that increase brand awareness, put fans in venues, sell merch and increase your ROI can be as easy as respecting your fans and providing them with something that improves their lives. Here at FanMail we teach and use the Subscribers Rule Philosophy: Serve, Honor and Deliver
Serve the Individual
They are not numbers, they are individuals. Make sure your content speaks to the individual and piques their individual interests.
Honor their unique preferences in communication, content, frequency and channel
Let your subscribers tell you how they want to receive your communications and honor their request. There are a ton of ways to communication with your subscribers: email, facebook, twitter, text, text-only email, phone. Know how they want to communicate with you, what content they desire (ask them!) and how often they want to be contacted by you.
Deliver subscribers timely, relevant content that improves their lives.
I always recommend to our clients to build their customer profiles from opt-in. Learn their interests, their age and location and build their data profiles from there. Starting at your opt-in form ask for their name, age and zipcode. Then, later, run an engagement program where you offer an incentive to the subscriber for filling out their interests and profile information. Once you have this information, it is easy to provide relevant emails that your subscribers will value and we all know that relevancy is like printing money.
To our saavy clients that already have the Subscribers Rule Philosophy down, I recommend that they use their data to not only improve their subscribers lives, but their own. With data, it is easy to automate emails from data feeds and save precious hours building emails. I also recommend doing live captures of emails at events and stores. Live Capture is a smart little tool that uses a short code to collect emails at a live event. Subscribers are prompted to text a short code and once they provide their email, they receive an incentive (a free track, discount, chance to win, etc). Check it out: Text fanmail to 88769 to see how it works. 2011 is definitely going to be the year of data and I encourage you to build your subscriber profiles and use data to create personal and relevant emails. Trust me, your clients will like it and your pocketbook will love it.
To find out more hit us up.
Lauren Kaplan Reed is the Marketing Operations Manager at FanMail Marketing. FanMail Marketing is a digital marketing solution that provides you the tools to help you find, know and reach your most important assets via email, mobile, social, websites and design.