It's refreshing when a company seems to get it right, and DJ Waldow uses a post at the Bronto blog to explain why email messages from US Airways impress him on a regular basis. Why, it's like they're singing "Come Fly With Me!"
Here's what sets them apart, according to Waldow:
A healthy mix of "boring" and "fun" subject lines. Some messages come with an informational subject line like Earn more miles; others—for instance, We're bringing back free drinks—grab the reader's attention with a more lighthearted tone.
An irregular broadcast schedule. Waldow's permission-based subscriptions generate, on average, a few messages each week. There is, however, no predictable pattern. He sees this takeaway: "Vary your frequency and cadence of emails—as appropriate—to keep your readers interested."
A helpful level of personalization. Every message from the airline's Dividends program includes his member number. "This is critical to me as I never ever remember it," he says, while noting, "Who does?"
A header with links that point to correct landing pages. "In other words," he notes, "the 'Upgrades' link points to the Upgrades page." If this sounds like a no-brainer, Waldow says a surprising number of email links go to a homepage, regardless of their label.
The Po!nt: Give your messages wings. Following a few reader-friendly practices like these may make your email campaigns—take off!
Source: Bronto. Read the full post here.
by Christina "CK" Kerley
