"Set it and forget it" Could easily be used to describe strategy for Lead Nurture campaigns. While this is somewhat true, perhaps a more effective saying would be, "Set it, and check in every now and then".
All too often, we see these templates get lost in the shuffle of projects and busy schedules, and while that’s fine for a time, it is important that we revisit and refresh these emails at least once a year for a little refresh.
What does a ‘refresh’ include? We’ve got some suggestions!
Subject lines
Subject lines are the first impression for your email, and a good one is important for your open rates. The best subject lines have a few things in common: They’re short, they’re personalized, and they spark curiosity. Subject lines should be around 50 characters to ensure they’re easily readable on mobile and desktop. Using personalized merge tags is a great way of grabbing the reader's attention, and hinting at what may be inside, or making the subject a little urgent is a good way of hooking a reader. Updating subject lines is also a great way of testing what content your readers want to see from you.
Images
The main image in your email says a lot about the content to come. Choosing a beautiful, engaging photo is important! The photos you pick should relate to the message you’re trying to send with this email. You want it to be a clear image that is on-brand (preferably of the property, as stock images are going to be less effective at inspiring guests to return), and the images should always be high quality.
Branding
It is important to remain consistent, so when looking to refresh your Lead Nurture templates, you’ll want to compare the designs to the property website and other email sends currently being used. If a branding change has been made on the website, this should also be reflected on all emails being sent out. Be sure to check the fonts, colors, imagery, and messaging. A unified brand can help win guests for life!
Review the Segment criteria
When refreshing your template designs, you’ll also want to spend some time looking at the segments you have set up. Is each template being sent to the right audience? Will they find this content relevant and helpful? Is there any criteria that could be added to help increase open rates and click-thru rates? These are a few questions to consider while reviewing your Lead Nurture segments.
Lead Nurture is a great way to build revenue without having to send promotional emails manually every week, and guests enjoy receiving personalized communication. With a simple refresh a few times a year, you can fully utilize this strategy for your brand.