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

By | Engage, Engagement, Industry | One Comment

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.

What Brought ‘Em Won’t Keep ‘Em

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

If you’re like other organizations, your membership strategy for the beginning of the year is focused on welcoming as many new joins as you can. But you blinked, and it’s March, so now it’s time for your team to think about how you’re going to build those relationships.

As with any new relationship, the early days are about novelty and excitement. The bad news? That won’t last forever. The good news? Intentional touchpoints keep people engaged throughout their journey. Here are three ways to keep ’em for the long haul:

1. TREAT NEW MEMBERS RIGHT
Take your new member onboarding experience seriously. The first 3 months are crucial. Define the path you want your new members to take. With Daxko Engage, you are able to create a multi-step initiative workflow with a mix of emails and tasks for your staff to lessen the load while still providing an excellent onboarding experience for your members. The New Member Engagement campaign the Engagement Solutions Team recommends has a dozen touchpoints in the first 120 days.

2. TARGET YOUR MARKETING
The “spray & pray” marketing approach is as messy as it sounds. Use Daxko Engage Group Rules to create meaningful member segments, and send a simple Initiative to that Group with a clear call to action. Fill your class and program rosters by targeting those who would potentially be interested with compelling information. For example, if you are looking to fill your 65+ Aqua Kickboxing class, be sure to target those ages 65 and older. Consider sending a separate, but similar, initiative to those who have participated in similar classes in the past.

3. DELIVER ON YOUR PROMISES
Real talk: relationships are built on trust. Are you meeting the expectations your members had when they joined? If a member joined for the community, make sure she feels like a part of one. If a member joined to become more fit, see if he’s meeting his fitness goals. Here’s some feedback from the Shames JCC on the Hudson about the “we miss you” Initiative they sent to members they hadn’t seen lately. Here’s what Lisa H. had to say:

We have had great success. This initiative will help us to engage our members who have not been here for 90 days or more. I have responded to all who have reached out, and I am working on re-engaging them here at the JCC by connecting them with staff members to learn more about our adult programs, our complimentary fitness orientations, personal training and our new group exercise schedule. I even encouraged them to stop by to say “hello” the next time they are in!

We like metaphors on the Engagement Solutions team, so we’ll leave you with this: In December and January, you plowed your soil and planted the seeds. Soon it’ll be spring, so you’ll need to water your garden, pluck the weeds, and tend to your budding flowers. That’s how you get your memberships to blossom.

Marketing Efficiency Report

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New Year, New Crew

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

This year, I set two New Year’s resolutions – to finally practice speaking Spanish and to dominate at Daxko Friday Games. (Two months isn’t enough time to master my fellow teammates’ gaming ways. However, I will win one day.) The new year is always an exciting time for me. I love taking time to refocus, set goals and clean any clutter that I’ve allowed to pile around me.

For me, this new year was a bigger switch than normal. Over the last few months, I moved to a new city, started at a new company and began working in a new role. As an Engagement Consultant at Daxko, I work with a team of five superstars implementing and consulting on Daxko Engage and Daxko Mobile. My first few months at Daxko were welcoming, fast-paced and a wonderful type of overwhelming. With this theme of new in my life, it seems only fitting that my first months at Daxko aligned with the new calendar year and more importantly – Daxko Kickoff.

Daxko Kickoff – Our Roaring 20s

Every year, Daxko hosts a company-wide Kickoff event bringing teams across all departments and locations together to plan and refocus for the upcoming year. Combining work and play, Kickoff is the perfect time to allow our creative juices to flow and define our 2018 goals. Because Daxko is celebrating its 20th anniversary this year, Kickoff was themed “Our Roaring Twenties”!

Our CEO, Dave Gray, began Kickoff with a company Keynote. Here, Dave addressed our 2017 achievements, being honest in ways we can grow and optimistic in the ways we will succeed. The evening continued at Iron City where the company gathered for our very own Daxko’s Got Talent. Bands rocked the stage, lip-syncers busted a move and the Engagement Solutions team’s very own Emily Vonbartheld KILLED it with Irish dancing.  It was AMAZING! I can’t sing enough praise for the people who performed.

Ending night one, Dave announced our 2018 Achievers Club Winners. This award is one of Daxko’s top honors. Winners received recognition for their outstanding work, a trophy and an all-inclusive trip to a resort in Mexico. Congratulations to all our Achievers Club winners! It was an honor to cheer on team members that I have the privilege to work with at Daxko.

Let’s get down to business

With celebrations and performances completed, it was time to focus in and plan for the upcoming year. Day two of Kickoff included multiple team breakouts and brainstorm sessions. This day provided my team with time needed to nail down our goals and projects for the 2018 year. While this day is more business-focused than the previous day’s celebration, I enjoyed it the most! The planner side of me thrived as my team brainstormed new ways we can improve our customers’ experience. Call me a nerd, but there is nothing better than hashing out a plan for a new project. By the end of the day, I left feeling confident in my team’s 2018 goals.

Already, in January and into February, I have seen my teammates make great strides in completing what we aimed to accomplish this year. I am thrilled to be a part of a stellar group. Kickoff was the best way to begin my time at Daxko. It allowed me to meet and connect with people across the whole company and grow closer to my immediate team. I cannot wait to see the ways we grow. Bring it on 2018 – I am kicking it off with an amazing, new crew at Daxko!


Christy Brown is an Engagement Consultant who loves vacationing in Asheville, NC and watching The Office.