I do a lot of email marketing to promote Fried On Business and my new career originating large home loans for Spectrum Mortgage.
It’s important stuff, vital to my businesses. But it almost seems trivial compared to the most recent email campaign I put together with the help of Sandi Abbott at Xpresso Content Cafe.
Abbott worked with me to set up and send a Constant Contact email to more than 5,500 people, updating them about the struggle to find a kidney donor for my wife, Vivian. She has been in end-stage kidney failure since January 2014.
Lots of people responded. In fact, the open rate on that email was more than double what we usually see.
Up until recently, my email list had been used strictly for business. But with Vivian’s situation becoming urgent, we decided to let our followers know more about what was going on and how they could help. I gave a personal appeal to anyone who wants to register as a kidney donor on Vivian’s behalf.
By the way, you do not have to be a match for Vivian. All you need to do is volunteer to be a kidney donor at the Miami Transplant Institute at 305-355-5433. Tell them you want to be tested for Vivian Fried.
Even if you’re not a match for Vivian, your commitment to be a kidney donor can free up a matching kidney from the National Kidney Registry.
If you have any questions at all, please call me at 305-773-6300
So, what made the difference? In marketing terms, why was this email campaign so successful?
According to Abbott:
– The subject line clearly explained the cause. It read, “Vivian’s Battle to find a Kidney Donor: Our Story.”
– The email was not promotional, but rather a personal appeal for help, along with some photos of Vivian.
People respond to those things, Abbott said. The email was extraordinarily effective. I heard from many friends, old and new, who wanted to know more about how they could help.
In addition, when our Fundly page crashed and then came back online, we were able to send a second email notifying our followers. In those cases, Abbott said, people don’t mind receiving an update. They don’t really consider it spam.
Bottom line, an effective email campaign is all about content. I don’t really have much trouble generating content, but Abbott had some suggestions for those who might find it to be a challenge:
– The less you write, the better.
– Check your website for content, especially the Frequently Asked Questions.
– You can curate content from other sources. Find really good people who can provide input on a subject, and then give them a voice.
– You could do a quick video, instead of writing.
Sandi Abbott had some great advice for anyone who wants to take advantage of email to grow a business – or help a loved one. Click here to listen to the full interview.
