When crafting an exciting and engaging email marketing campaign for the leisure industry there are several crucial points to bear in mind - not least an underlying enthusiasm for the topic in hand.
Whatever you do to develop your relationship with subscribers, always remember that recipients who have opted in to receive a newsletter will likely have a passion - or at least affection - for the topic you discuss. As a result, you too must demonstrate a real level of positivity even if you are criticising or being cynical about a destination, event or show.
Below are ten tips to help you create a brilliant email marketing message for consumers in the tourism, entertainment and recreation sectors:
The very nature of these industries mean that you should have plenty of positive, dynamic and entertaining content to reflect on; do not let the tone of your writing allow this energy to drop. People do enjoy hearing criticism, but it should still be fun to read.
When it comes to topics like sport, travel and popular culture, there will be no shortage of great pictures that you could use in your messages. The old saying that a picture is worth a thousand words is hugely relevant for this area of marketing.
Offering readers a fresh perspective is crucial and is exactly the sort of thing that will engage them. This could mean anything from giving a new opinion on a place or person, to coming up with an innovative sale or competition - nobody wants to hear the same tired content again and again.
The temptation when discussing matters in the leisure industry is to get wrapped up in entertaining the reader, but do not forget about giving your call to action real prominence in each message.
While you are ultimately trying to sell your product or service, a major part of your email marketing strategy should be to get people interacting with your brand. You are dealing with people's leisure time, so they will probably have a great deal of enthusiasm you can tap into.
You must remember that your messages will almost certainly be the sort of thing that people will read in their free time, so you should send out messages at appropriate times - for example, early evenings during the week, rather than first thing on a Monday morning.
It is important to consider how accessible your content is for different types of reader, with the aim generally being to appeal to as many consumers as possible. For instance, making a joke about a football match ten years ago may strike a chord with a true enthusiast, but fly over the head of the casual reader.
If you are not constantly experimenting with what you include in your email then you are missing an opportunity. There are all sorts of ways to intrigue and engage with readers, but it is difficult to know what will work until you try it.
A great way of enticing a subscriber to click through to your message is to reference some place or person trending at the time. For example, if a previously unknown actor receives huge acclaim for a film, then people might want to read up about them.
Do not forget that your company's email marketing is an extension of its brand, so the messaging should be in keeping with the overall image you have projected elsewhere. Email is a relatively personal medium, so the tone used in such messages is likely to leave a lasting impression.