It’s a Lot of Pressure to Write a Subject Line about Subject Lines

By | Engage, Engagement, Industry | No Comments

I’m one of those people who checks my email first thing in the morning and screenshots email design ideas. I know that probably isn’t normal, but there is nothing that makes me happier, as a person who cares about design, than getting an email the day before Valentine’s Day with the subject line “Roses are FF1919, violets are 1C86EE.”

Get it…? Hex codes…?

I want to share a few tips for creating a smashing subject line that will get attention, get clicks, and most importantly establish trust with your customers.

1. Be descriptive.

When a member clicks into an email, they should have a good idea of the email’s content based on the subject line. Your goal should be to convey as much information as possible while still attracting interest.

EXAMPLES:
• Confirmed: Registration for Super Summer Camp
• Zumbathons are more fun with you!
• Weather Closure Updates

2. What’s in it for me?

Your members want to see the benefits of membership and any additional value you can bring. A great way to show them what’s in it for them is to divulge exactly what benefit some action has to that individual (whether it is opening the email itself or attending a class).

EXAMPLES:
• 5 Reasons you should…
• Do you think you can (benefit)?
• Finally! YOU can now access our ____

3. Keep it short.

Subject lines must be short, or else they’ll be truncated! This can make for some awkward moments. A good rule of thumb is to keep subject lines 65 characters or less. I strongly recommend testing subject lines (and body previews) to see how they look in your inbox.

EXAMPLES:
• Charlie took control of his weight.
• 3 ways to be more active today
• Discover (subject) that will benefit your overall wellbeing.

4. Be WEIRD.

First and foremost, make sure you comply with your brand, image, and voice guidelines before going too far outside of the box. However, fun subject lines help members establish a relationship with your brand and provoke interest.

EXAMPLES:
• Zumba, the pool, and you. What do they have in common?
• Mondays are now AWESOME at the Daxko Family Center
• Happy 119th Birthday!

Just starting out in the world of email design? Here are a few free resources:
Really Good Emails – Their newsletter is email gold!
Hubspot Email Marketing Certification
Engagement Insider Newsletter – Sign up for the monthly newsletter all about Daxko Engage!
Canva – Don’t have fancy image design software? Try this tool!
Grammarly – I know it isn’t an “email resource,” but… have you ever sent out an email with an embarrassing typo? This will help you avoid that.

Work Hard, Play Hard

By | Culture, Life at Daxko, Rewarding Careers | No Comments

Every Friday, as we wait for the 11:30 lunch notification from our Flight Attendant, we’re gathering our decks and making the trek to stake claim on a large communal space for “Friday Family Lunch” aka “Game Time!” It all started as a grassroots effort from our most loved, McKee. His mission was to get his coworkers involved in social deception games – like Coup, Avalon, and most recently, Werewolf.

We started with Coup. This fairly simple game, allowing up to 6 players, is a great way to learn more about the people you thought you knew everything about. You wouldn’t believe how good these folks are at deceiving their friends, all in the name of fun. As the size of our league expanded, our need for games allowing more people became apparent. McKee offered a solution…

Avalon – a battle of good and evil. Merlin and the Arthurian Knights face off against Mordred, his assassin, and their minions. This game causes more of a rise out of players because in each turn, a player must select which people they trust to be “good” to go on a mission – with hopes that mission will be successful. Or bad, depending on which side you’re batting for. Everyone playing swears they’re good which makes it far more interesting. As we continued playing Avalon, our interest in this genre of games piqued.

Soon, I will introduce Ultimate Werewolf (or a variation) to my peers. Like Avalon, this is a game of good and evil, but there is a lot more to it. There are two phases that go back and forth: a night phase where werewolves eat villagers and a day phase for the villagers to discuss who could be a werewolf (and for werewolves to throw villagers off their scent). These games tend to last quite a bit longer, and they require a moderator to facilitate game play. Being a moderator is the most fun responsibility ever. You have the opportunity to know everything that is going on. You get to watch the “werewolves” wake up in the night phase and argue silently on who to “eat”. You get to see what straws villagers grasp at to determine who the werewolves really are. Watching mob mentality decision making process in a mock setting is a joy – I promise.

At Daxko, we believe in working hard and playing hard. For some of us, playing hard is a game of kickball with our peers. For others, it is a social deception game. Either way, it gives us a moment to step back and enjoy some of the things we love with some of our favorite people.

Coworkers card game


Emily V. is a proud dog mom, and Netflix connoisseur, and lives on Daxko’s Engagement Solutions Team.

Why Engaging Your Members Matters

By | Engage, Engagement, Industry, Marketing, Membership | No Comments

Think about your organization and all the “things” that comprise it. Where did your mind first take you? The facility? Program offerings? Staff? Your cause? All of those “things” point back to two greater purposes – members and community. We wouldn’t exist without them.

Your members provide consistent support, volunteerism, donations and a sense of community unlike any other. Your function is to develop those members from casually associating themselves with a facility to connecting with a community. Then, develop those members into individuals who are committed to your organization’s cause.

This purpose is clear for a non-profit community organization, but the ideology is certainly applicable to other organizations as well. One of your focal points is retention – something that proves difficult in a world crowded with shiny, trendy, new offerings that you must constantly compete with. Members might be attracted to unique offerings, but they will stay if they feel connected with other members, trainers, or staff. Developing your community to be a supportive network that provides accountability will ensure a higher retention rate and a far more satisfied member.

There are two measures for engagement:

  1. Retention – improving your relationships with your members and connecting them to opportunities that they are interested in will decrease the rate at which you see memberships turn over. In a case study performed by our team (the Daxko Engagement Solutions Team), we found that organizations saw a 3-5% increase in retention year over year if they did the following:
    • Establish a new member orientation and develop a new member engagement initiative
    • All staff log 3-5 in person conversations each day in a tracking software
    • Communicate staff successes and coach underperformers
  2. Social Impact – engaging your members is incredibly important to accomplishing the mission of your organization, whether that mission is to make an impact through social programs OR to foster a healthy community and make a profit while doing it.
    • While retention is primarily focused on numbers, social impact focuses more on the stories that you will create when your members have an exceptional experience.

All the “things” that make up your organization are important. But what’s more important are the people and the relationships those people build with others.

 

Emily V. is a proud dog mom, and Netflix connoisseur, and lives on Daxko’s Engagement Solutions Team.

Change Management and Churros

By | Culture, Grow Your Career, Healthy Stuff, Life at Daxko, Professional Development, Rewarding Careers, Talent | No Comments

Recently, I had the opportunity to attend a Change Management course through ATD with some coworkers from the Launch and Education team. We spent two full days discussing Change Management and how it relates to our work. We discussed change management theories and split off into groups to dive into how we would apply them to our work. Aside from the educational value, this experience also proved to be an excellent team-building activity.

On Day 1, we indulged in churros – see glorious examples below.

Although we were tired after a day full of information, we still found time to hang out. We ate at a fancy wine and burger shop called Zinburger and made an impression around the Lenox mall in Atlanta.

Upon leaving, a couple of us decided to further explore the city and ended up on Krog Street which is known for its ever-changing graffiti.

I learned much more about my team members on the second day. For starters, we’re a creative bunch. Check out these amazing posters about the characteristics of a “Change Agent”:

Secondly, we’re a fidgety bunch. ATD provides pipe cleaners, dice, and scented markers on the tables for those that need to do something with their hands during class discussions. I was amazed at the creations my teammates made. Interestingly, as I looked around the room, the only people who were fidgeting were people from Daxko. Eventually, it caught on, and others started to create pipe cleaner masterpieces. The real question: do we fidget because we’re creative? Or does fidgeting spark creativity? Either way, seems like we’ve got this down.

At the end of the second day, the class stood in a circle and discussed Change Management quotes that resonated with us. More importantly, we also talked about what our action items would be.

Change Management is important to our company because we are constantly changing, but it is also helpful to have a grasp on the concept because our customers are in a period of change when they decide to implement our software. Understanding the phases they endure in a change process and how we can guide them to a successful result helps us better serve our clients.

It was great to see our culture outside of the walls of Daxko. This offsite excursion reminded me that our culture is contagious and whether or not we realize it, we do an awesome job of embracing change. I can’t wait to take what I’ve learned to create exceptional experiences during times of change for our customers.

“Why not go out on a limb? That’s where the fruit is.” – Will Rogers


Emily V. is a proud dog mom, and Netflix connoisseur, and lives on Daxko’s Engagement Solutions Team.