{"id":23467,"date":"2021-02-01T10:00:00","date_gmt":"2021-02-01T15:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=23467"},"modified":"2021-01-29T13:17:05","modified_gmt":"2021-01-29T18:17:05","slug":"learning-how-to-show-subscriber-appreciation","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/learning-how-to-show-subscriber-appreciation","title":{"rendered":"Hitting the right note: Learning how to show subscriber love"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_601440866801e\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>February is all about Subscriber Love at Litmus. We\u2019ll be sharing stories, blog posts, and more on how you can show your subscribers and customers some love. And we\u2019re kicking off the month with a story from our own email marketing team and how we dipped our toes into \u201cthank you\u201d appreciation emails during the 2020 holiday season.<\/p>\n<h2>What to do (and what not to do)<\/h2>\n<p>First things first: Why do customer and subscriber appreciation emails matter? They\u2019re a great way to build and nurture your relationship with your audience by showing how genuinely grateful you are for them.<\/p>\n<p>Just follow a few simple <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-customer-appreciation-emails\/\">dos and don\u2019ts<\/a>:<\/p>\n<ul>\n<li><strong>Do<\/strong>: Celebrate and share your customers\u2019 experiences with your brand.<\/li>\n<li><strong>Don\u2019t<\/strong>: Send appreciation emails without something actionable or actually interesting.<\/li>\n<li><strong>Do<\/strong>: Share milestones that are relevant or meaningful to your customers.<\/li>\n<li><strong>Don\u2019t<\/strong>: Recap your product or company\u2019s amazing year without mentioning anything about the customer.<\/li>\n<li><strong>Do<\/strong>: Provide special discounts, freebies, or contests for your loyal customers.<\/li>\n<\/ul>\n<p>But above all, what makes a great appreciation email is making it all about your subscribers\u2014not you.<\/p>\n<p>With this in mind, we set out to create our own emails showering our audience with love and thanks. While we\u2019re always grateful for our subscribers and customers, we don\u2019t typically send email around specific seasonal periods or holidays. Why? We don\u2019t want to add to our subscribers\u2019 already busy inbox without knowing that we\u2019re bringing something of value to them. As email pros emailing other email pros, we\u2019re especially careful about this!<\/p>\n<p>But we felt that 2020 was a bit of a <em>special<\/em> year. A time when we needed a bit more humanity in the inbox, showing our audience empathy in the weird year we had together.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-7308\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-checks-icon.png\" alt=\"\" width=\"392\" height=\"472\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-checks-icon.png 392w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-checks-icon-249x300.png 249w\" sizes=\"(max-width: 392px) 100vw, 392px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Want more email marketing tips &amp; tricks?<\/strong><\/p>\n<p class=\"zero\">Stay in the loop on the latest email marketing, design, and development news, strategies, and how-tos.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/subscribe\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get tips in your inbox \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2><\/h2>\n<h2>Our first foray into the appreciation email<\/h2>\n<p>Around the time of the U.S. holiday of Thanksgiving, we sent an email highlighting how thankful we were for our customers and subscribers. Believing that the idea of being grateful was a message that resonated across borders.<\/p>\n<p>In the email, we shared a few things the Litmus team was grateful for and asked our subscribers to share what they were thankful for, too:<\/p>\n<figure id=\"attachment_23468\" aria-describedby=\"caption-attachment-23468\" style=\"width: 372px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-23468 size-large\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-thanksgiving-subscriber-appreciation-email-372x1024.png\" alt=\"Litmus Thanksgiving subscriber appreciation email\" width=\"372\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-thanksgiving-subscriber-appreciation-email-372x1024.png 372w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-thanksgiving-subscriber-appreciation-email-109x300.png 109w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-thanksgiving-subscriber-appreciation-email.png 644w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><figcaption id=\"caption-attachment-23468\" class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/scope\/eicffkx2jqvw\">See the full email in action<\/a><\/figcaption><\/figure>\n<p>We didn\u2019t try to sell or promote Litmus. That would have taken away from the genuineness of the message we were sending. And we added to the authenticity by including some of the team\u2019s friendly faces.<\/p>\n<h3>How did the email perform?<\/h3>\n<p>The primary goal of the email was to spread the feeling of gratitude to our subscribers and customers. And that\u2019s not something you can easily measure.<\/p>\n<p>The email itself had an incredible open rate of 47.8%! That\u2019s well above our own benchmarks. How did we hit that? Basic first name personalization to the subject line, with a fallback. And we\u2019ve done the research: <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/2020-state-of-email-report-fall-edition\/\">Subject lines that include personalization<\/a> can result in a 50% higher open rate.<\/p>\n<p>However, the email didn\u2019t prove to be very successful. The click-to-open rate was well below our average, and we weren\u2019t able to encourage our audience to share what they were grateful for on Twitter.<\/p>\n<p>We had a few guesses on why we weren\u2019t able to get people to take action:<\/p>\n<ul>\n<li>Maybe the day and time we sent the email wasn\u2019t the right moment for engagement (it was right before a busy holiday, after all!).<\/li>\n<li>Maybe our audience isn\u2019t active enough on Twitter.<\/li>\n<li>Maybe the messaging didn\u2019t resonate with our subscribers.<\/li>\n<\/ul>\n<p>These results didn\u2019t put us off trying again. After all, this was the first time we\u2019d sent an email with this kind of messaging. We still had so much more to learn!<\/p>\n<h2>Our second attempt at showing appreciation<\/h2>\n<p>During the winter holiday season, we tried again with a seasonal appreciation message sent on December 23rd:<\/p>\n<figure id=\"attachment_23470\" aria-describedby=\"caption-attachment-23470\" style=\"width: 372px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-23470\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-holiday-subscriber-appreciation-email-474x1024.png\" alt=\"Litmus holiday subscriber appreciation email\" width=\"372\" height=\"803\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-holiday-subscriber-appreciation-email-474x1024.png 474w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-holiday-subscriber-appreciation-email-139x300.png 139w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-holiday-subscriber-appreciation-email.png 642w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><figcaption id=\"caption-attachment-23470\" class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/scope\/w39cxzcgqfoz\">See the full email in action<\/a><\/figcaption><\/figure>\n<p>We shifted our approach with this appreciation email based off of what we learned from our first email:<\/p>\n<ul>\n<li><strong>Focused on surprising and delighting the audience.<\/strong> With an emphasis on <em>delight<\/em> after the subscriber opened and clicked through the email.<\/li>\n<li><strong>Reduced the ask of the audience.<\/strong> To emphasize our message of empathy and joy, the only real ask we had of our audience was to watch a short video.<\/li>\n<li><strong>Introduced some interactivity.<\/strong> Wistia reported that video thumbnails in email can <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/wistia.com\/learn\/marketing\/using-video-in-email\">increase clickthrough rate by up to 40%<\/a>. So we included a thumbnail <em>with<\/em> some added interactivity using our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/faux-video-a-fallback-for-video-in-email\/\">faux video technique<\/a>.<\/li>\n<\/ul>\n<p>If we\u2019re being totally honest here, too, we wanted to create something that we could have fun creating. You produce your best work when the whole team is enjoying what they\u2019re doing!<\/p>\n<h3>How did this email do?<\/h3>\n<p>You could say we\u2026 hit the right note. \ud83d\ude09\u00a0 We saw a 440% increase in click-through rate compared to the Thanksgiving themed email we sent the month before! Clearly something in this email struck a chord with our audience.<\/p>\n<p>Beyond the email, the video itself was our 9th most viewed video in 2020. Which is incredible, considering we launched it on December 23rd\u2014right at the end of the year.<\/p>\n<h2>Final thoughts: lessons learned<\/h2>\n<p>We\u2019ve learned that customer and subscriber appreciation emails <em>do<\/em> have a place in our email marketing strategy, as they do yours! Creating great customer appreciation emails come down to really understanding your audience and knowing what will resonate most with them. And a healthy dose of empathy.<\/p>\n<p>For us, it was more than just saying, \u201cThanks!\u201d By speaking our audience\u2019s language\u2014email geek to email geek\u2014we connected with the email community and proved it in a heartfelt and vulnerable way.<\/p>\n<p>It\u2019s also important to know that the value of a well-crafted appreciation email can go beyond quantitative feedback (open and click-through rates). The most valuable metric for us has been more qualitative; direct feedback from subscribers and customers really validated our reasoning to send the email in December.<\/p>\n<p>We got a lot of replies to our email with comments such as \u201cvery different and a great way to stand out amongst the hundreds of end of year emails\u201d and \u201cI needed to hear that!\u201d<\/p>\n<p>And we received some fantastic comments on Twitter:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Totally goobering over here at this super adorable <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/emailgeeks?src=hash&amp;ref_src=twsrc%5Etfw\">#emailgeeks<\/a> digital holiday card from <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp?ref_src=twsrc%5Etfw\">@litmusapp<\/a> &#8211; well done, very creative! <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/jgAlQPuUyG\">pic.twitter.com\/jgAlQPuUyG<\/a><\/p>\n<p>&mdash; Stefani Read (@Stef_Read) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/Stef_Read\/status\/1341792092062937090?ref_src=twsrc%5Etfw\">December 23, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">What a beautiful song to finish the year in pure <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/emailgeeks?src=hash&amp;ref_src=twsrc%5Etfw\">#emailgeeks<\/a> style <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp?ref_src=twsrc%5Etfw\">@litmusapp<\/a>!!! &lt;3. Also great to see <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/carinslater?ref_src=twsrc%5Etfw\">@carinslater<\/a> in the team <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/SEwU6FFYlP\">pic.twitter.com\/SEwU6FFYlP<\/a><\/p>\n<p>&mdash; Rodrigo Santander (@Ro_Santander) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/Ro_Santander\/status\/1341791666202693632?ref_src=twsrc%5Etfw\">December 23, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Have you seen any great examples of customer or subscriber appreciation emails? We\u2019d love to see them!<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>See how Litmus learned to hit the right note with their holiday greetings and \u201cthank you\u201d emails to subscribers and customers.<\/p>\n","protected":false},"author":1,"featured_media":23473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10261,1789,9805],"blog_category":[78,36,57,53],"class_list":["post-23467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-holiday-emails","tag-subscriber","tag-text","blog_category-inspiration","blog_category-uncategorized","blog_category-observations","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Holiday greetings emails: How we showed our subscribers love - 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