Craft the perfect email strategy cocktail
Ask any cocktail enthusiast and they’ll tell you: crafting the perfect cocktail is an art. Well, the same goes for your email marketing strategy, and to be honest we’re seeing quite a few similarities between the two. Learn what’s needed to mix up a stiff email strategy below, and maybe you’ll find a cocktail recipe as well!
Don’t get caught without the right tools.
Shakers, jiggers, muddlers and ice molds are tools of the trade for bartenders and mixologists. For email marketers, they’re more than likely several types of software like marketing automation tools, CRMs, email testing platforms, browser simulators, etc. Emails are complicated with many moving parts, and these tools can help ensure quality across browsers, apps and email clients, as well as allow for proper message cadence and scheduling. In either case, the proper tools for the job make every detail combine into an enticing experience.
Nail the first impression.
You know a craft cocktail when you see one. Its artful presentation and garnishes are partially what pushes your hand to order “one of those.” Now think of your subject line and preview text as the email equivalent. These seemingly small elements combine to either entice an open or settle for a deletion. Make the most of this first impression by understanding what devices the bulk of your traffic is coming from and writing to their constraints. Some mobile devices like iPhone and Android are notorious for reducing the number of visible characters to only about 20-45, whereas desktop readers typically have a lot more real estate to work with.
Always serve it up in the right vessel.
There are different - and proper - glasses for each cocktail. Bellinis in a flute to preserve and display the bubbles. Old Fashioneds in a lowball glass with solid base for muddling. Email vessels are no different – you need the design and layout to effectively carry your message. For example, if you are sending an event invitation, the email structure should prioritize the where and when, there should be just one big RSVP option and bonus if you can integrate with a calendar event. But if your email is promoting a series of thought leadership content, this structure doesn’t make a ton of sense.
Measure copy like any spirit.
Measurement is part of what separates an OK bartender from a slam-dunk mixologist - creating the ideal balance of multiple ingredients and keeping your patrons on the right side of the law. When it comes to drafting email copy, keep it short and snappy. Don’t hit your reader over the head with long, drawn-out copy because a long pour of straight vodka is not what the doctor ordered. And don’t water down your message; you want them to taste a little of that spirit. The more concise you are, the more likely readers will be to continue interacting with future email sends.
Spice it up, but just a little.
Bitters are a mixologist’s play space. Just a couple drops can add a little sweet or a little spice to even the most mundane drinks. For the email marketer, think of your images as your bitters. They can bring your content to life, but remember - a little goes a long way! ESPs like Google and Outlook disprove of image-heavy email senders and will penalize you if done repeatedly. Instead, follow the rule 60/40 where a minimum of 60% of your email is text and no more than 40% is images.
Know your audience.
When it comes to spirits, everyone has their personal preferences. Just think about it, you don’t want to be the person to serve whiskey to a cranberry vodka drinker. Keep these preferences and demographics in mind for email audiences too – frequency, topics, tones, stage in buying cycle, etc.. If you’re sending an email to financial decision-makers, talk to them about ROI and cost savings, not product features that will only matter to the end-users.
There you have it, all the tools you need to start crafting the perfect email marketing strategy. But we're not here just to serve up hot email takes, how about a cocktail as well? Enjoy responsibly, my email marketing amigos!
Koroberry Bourbon Smash
- 2 oz Bulleit Bourbon
- 1 cup Blackberries
- 5 Mint leaves (Leave a sprig or two to garnish)
- 1 oz Simple syrup
- ½ oz Lime juice
- 4 dashes of Angostura Orange bitters
- Splash of club soda
- In a cocktail shaker, muddle blackberries with bourbon, mint, simple syrup, lime juice and bitters until broken up and aromatic.
- Fill a low ball glass or mason jar with ice.
- Strain contents of the shaker over ice, using a fine mesh strainer to remove seeds
- Add a splash of club soda and garnish with a spring of mint and serve.