Shuttersock_2Email Marketing
This can be a powerful tool for reaching potential clients and communicating with your current brides.  There are a few rules that you need to be familiar with, in addition to some tips and tricks to create the most successful email campaigns.

Getting started
Build up your subscriber base with newsletter sign up boxes on your website and Facebook page. Ask clients at your point of sale or on RFP forms if they’d like to receive email.

Rules to follow

  • Only email those who have given you permission to email to them. This is mandated by CAN-SPAM law and is the #1 rule of email marketing.
  • Make sure the footer of your email includes your physical address and an option to unsubscribe (you can get this from your email service provider).
  • Not sure if your email program is CAN-SPAM compliant? Use our checklist to find out.

Tips for creating an effective email

  • Subject line
    Your subject line should be enticing. This is what gets the bride to open your email. Keep it short and sweet, aiming for 50 characters or less. This should also give an idea of what your email contains and why she should open it. Avoid spam trigger words like “free” and don’t use punctuation or special characters.
  • Content: text and photos
    • Personalize your email by using her name, if possible.
    • Make sure the content is worth her time to read. 
    • Use bullet points to get your message across quickly.
    • Try not to have large blocks or paragraphs of text.
    • It should contain enough information to entice her to click for more information.
    • Add your own personality and “voice.” Make your emails sound like you.
    • Use bold, eye-catching, professional images that will help convey your message. 
    • Call to action
      This tells readers how you want them to respond and what they should do next. Make sure your call to action is clear and strong.

      • Examples
        • RSVP today!
        • Visit our store for a sale event!
        • Call before XX/XX to qualify for XX discount
        • Call to schedule an appointment
        • Check out our new product line (link to a specific page)
        • Make sure your email is mobile-friendly
          Mobile-friendly templates should not be more than 640 pixels wide.
        • Contact information
          • Make sure you include phone numbers, email addresses, links to specific pages on your website and Facebook (or other applicable social media links).
          • Include social media “share” buttons within your email.

We also have Local Direct Email campaigns available to our local advertisers. We email brides who have opted in to receive email and who are currently planning their weddings in your area. You will be the only business featured within the email, so it’s all about you! Use our platform to promote a trunk show, bridal event or special offer.

If you’re interested in learning more, email us at localsales@theknot.com or call your local account executive.

Direct Mail Marketing

One way to make a big impression on potential brides is through direct mail. How many pieces of direct mail do you think will be in a bride’s mailbox on the same day as yours? You could be the only wedding-related mail that she receives that day, which means you’re getting 100% of her attention!

We have the best database of brides in the industry! Our bride mailing lists are available with the purchase of a print ad in a local edition of The Knot magazine. If we do not have a magazine in your area, you may be able to purchase a direct mail list separately, please contact your account executive for additional information.

For more details on email and direct mail marketing, click here!

Would link to blog post which includes previous information plus the copy below:

Getting Started
One of the hardest parts of direct mail is to find the right list—and we’ve taken the guesswork out of that by providing a new list every month with brides getting married in your geographic area.

Tips to creating an effective mailing piece

  • Layout
    • A postcard is a great option. She won’t have to open an envelope to see the mail item, so you can immediately catch her attention visually.
    • Create a postcard so that regardless of which side of the postcard she looks at first, she knows who it’s from and what it’s about.
  • Content: Text
    • Focus your message—don’t include too much.
    • If you’re including an offer, don’t hide it—make it prominent and understandable.
    • Make sure the content is worth her time to read. 
    • Use bullet points to get your message across quickly.
    • Try not to have large blocks or paragraphs of text.
    • It should contain enough information to entice her to reach out for more information.
  • Content: Photos
    • Use bold, eye-catching, professional images that will help convey your message.
    • On each side of the postcard you should have different photos to showcase all that you have to offer.
  • Call to action

This tells readers how you want them to respond and what they should do next. Make sure your call to action is clear and strong (and, yes, you should have one on both sides of the postcard).

  • Examples
    • RSVP today!
    • Visit our store for a sale event!
    • Call before XX/XX to qualify for XX discount
    • Call to schedule an appointment
  • Create a sense of urgency
    • Consider a time-sensitive discount. An offer that expires in 30-60 days will have a greater sense of urgency than an open ended one.
  • Contact information
    • Make sure you include phone numbers, email addresses, and URLs to your website, Facebook page or Twitter handle.

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