If you’re collecting guest email addresses and have an email marketing process in place (and I’m really hoping you do!), Marketing Sherpa recently published research concerning how email deliverability issues have worsened or improved over the past 12 months.
You can read the full article here, but in our opinion, the two most important things a fun center can do is be attentive and be selective.
Being attentive means listening when people reply to your email, leave comments or make suggestions. That’s the obvious one. You also need to be attentive to which content is being read, and which content is being unopened.
Being selective means cleaning up your list when you have non-opening recipients. If you’re delivering an e-newsletter twice a month and four issues go unopened, delete that address. People who aren’t reading your email are not engaged—the goal is to engage your guests.
Here are some rules for getting the best results from your email strategy:
- After receiving an email subscription, make sure you’ve set up a triggered email 24 hours later thanking the guest, and reminding them that they’ve subscribed to your e-newsletter.
- Make sure whatever you promised to send is in your e-newsletter. If you promised news, include news. If you promised news, updates and announcements make sure your recipients are getting a good mix of all three.
- Find a niche interest you can wrap your e-newsletter around. For example, if you have a race track, set up a racing league and email stats on a monthly basis. In that you can sprinkle other news and offers about different areas of your fun center.