If you’re reading this article, chances are your company does email marketing. And if your company does email marketing, one of your biggest concerns is probably making sure your messages avoid your subscriber’s trash folder.
No brand avoids that dreaded delete button better than theSkimm, a daily email newsletter that recaps the news for subscribers and pretty much puts all other emails to shame. To take your emails to the next level, here’s some best practices you should follow.
And P.S. They’re written in the real “theSkimm” fashion!
QUOTE OF THE DAY
“The email is the anchor to what we’re building. It’s where we get everyone to fall in love with theSkimm life and from there, we can bring them to different platforms and different products.”
Carly Zakin, co-founder of theSkimm, explains on HubSpot’s The Growth Show how email is the stepping stone to increasing engagement with audiences.
theSkimm is the perfect example of email marketing at its finest. Basically, it’s that popular kid from high school you were always jealous of.
What’s theSkimm, you ask? It’s a daily email newsletter that tells people what’s happening in the world in under 5 minutes. With gusto. This spunky email has engaging subject lines, consistent send times, clear goals, and valuable content. Takers, anyone?
WHAT’S THE LATEST:
theSkimm has over 1 million subscribers and boasts a 45% open rate. Props to co-founders Carly Zakin and Danielle Weisberg who started the company back in 2012 after leaving their producer jobs at NBC News.
REPEAT AFTER ME…
WHAT TO SAY WHEN YOUR ROOMMATE KEEPS QUOTING SONG LYRICS…
Your roommate may be on to something. We all know the basic subject line best practices: Be direct. Keep it short. Keep it relevant to the email. I follow these best practices for my own clients, but theSkimm takes it a step further. By using lyrics or titles of songs, theSkimm’s subject lines end up being both relevant and emotionally engaging. Cue all the feels.
WHAT TO SAY WHEN THERE’S 10 TELEMARKETING MESSAGES ON YOUR VOICEMAIL…
Enough is enough. One of my biggest concerns when writing emails for clients is making sure each message provides value and doesn’t end up in the spam folder. The ultimate goal of your email marketing may be lead generation, but isn’t providing quality content the best way to get people to click? theSkimm simply recaps some of the biggest news stories of the day – cough, valuable content, cough – and does it in an engaging, entertaining voice. Genius.
WHAT TO SAY TO YOUR SISTER WHO ALWAYS ARRIVES HALF AN HOUR LATE…
Do you even care? One of the many reasons theSkimm has grown to be one of the most anticipated emails in my inbox is because I know it is delivered promptly at 6:20 a.m. and will be waiting for me when I walk into the office. Consistency is key. Your email followers will start to expect hearing from you, so build your relationship with your audience and let them know you’re dependable by sending to them on a consistent basis.
WHAT MARKETERS ARE TALKING ABOUT…
How to find your audience and engage them. I hear the word “segmentation” thrown around a lot in email marketing along with the question, how do we segment to reach different audiences? Maybe marketers are just overthinking it and should take a chapter out of theSkimm’s email strategy. theSkimm has a very focused audience (busy, on-the-go women aged 22-34) that it sticks to, but it provides a voice that appeals to many different demographics beyond just millennial women. If marketers learn anything from theSkimm, here’s a good rule of thumb: Determine your core audience and voice first, segment later.