Are you considering launching a project on Kickstarter and wondering how to connect with potential backers effectively? Look no further than email marketing! With its wide reach and personalized touch, email marketing can be a powerful strategy to engage with your audience and boost your Kickstarter campaign’s success. In this article, we will delve into the secrets of effective email marketing on Kickstarter. Let’s get started!

1. Build an Engaged Subscriber List

The first step in successful email marketing is to build a strong subscriber list. Ensure that your landing page or website features a prominent call-to-action to encourage visitors to subscribe to your newsletter. Offer incentives such as exclusive project updates, early bird perks, or behind-the-scenes insights to entice potential backers to join your mailing list.

Segment your subscriber list based on their interests or preferences to send targeted campaigns. For example, if your Kickstarter project involves a tech gadget, divide your list into segments such as technology enthusiasts, early adopters, or gadget lovers. Tailoring your content to specific groups will increase engagement and conversion rates.

2. Craft Engaging Subject Lines

The subject line is the first impression of your email, so make it compelling. Capture your reader’s attention while conveying the value or excitement of your project. A subject line like “Get Ready to Change the Game with Our Innovative Kickstarter Project!” is more likely to pique interest compared to a generic subject line like “Update from Our Kickstarter Campaign.”

Avoid using spammy subject lines or making false promises that can lead to a negative image. Be honest, concise, and offer a glimpse of the unique benefits your project brings.

3. Create Personalized and Valuable Email Content

In a world filled with generic marketing emails, personalization is key. Address your subscribers by their names and use conversational language to create a sense of connection. Include relevant details about your Kickstarter project, such as the challenges you faced, the progress you’ve made, or the impact it can make. Show your passion and let your personality shine through!

Provide valuable content that aligns with your audience’s interests but also adds value beyond your project. Share relevant industry news, tips, or insights that can make your subscribers feel informed and engaged. Remember, the goal is to build trust and establish yourself as a credible source.

4. Use Eye-Catching Visuals

A well-designed email with captivating visuals can leave a lasting impression. Include high-quality images or videos showcasing your project from various angles. Use graphics or infographics to present data or highlight key points. A visually appealing layout increases the chances of recipients reading your email and converting into backers.

Ensure your email is mobile-responsive since a significant portion of subscribers read emails on their smartphones. A seamless viewing experience on any device boosts engagement and prevents potential backers from losing interest due to poor formatting.

5. Incorporate a Clear Call-to-Action

Place a clear and prominent call-to-action (CTA) in your email, guiding subscribers to take the desired action. Whether it’s pledging to your campaign, sharing your project with friends, or following you on social media, make sure the CTA stands out. Use persuasive language and consider experimenting with different phrasing or button colors to optimize click-through rates.

Do not overwhelm the email with multiple CTAs, as it can confuse or distract recipients. Focus on one primary action and make it easily accessible.

6. Send Well-Timed and Relevant Emails

Avoid bombarding your subscribers’ inboxes with daily updates. Determine a frequency that strikes the right balance between staying on their radar and not becoming a nuisance. Analyze engagement metrics to identify patterns and optimize the timing of your emails. Test different days and times to discover when your audience is most likely to open and engage with your content.

Be mindful of the Kickstarter project’s timeline and send emails that are relevant to each stage. For instance, before the project launch, create anticipation by sending teasers or exclusive previews. During the campaign, update backers on progress milestones or introduce new perks. After achieving your funding goal, express gratitude and keep backers informed about key developments.

7. Encourage Social Sharing and Referrals

Word-of-mouth is a powerful marketing tool, and email can serve as a catalyst for social sharing and referrals. Include social sharing buttons within your emails, making it easy for subscribers to spread the word. Consider offering referral incentives, such as additional perks or discounts, to motivate backers to share your project with their networks.

Personalize referral emails with unique referral codes or links, amplifying the sense of exclusivity and making backers feel valued for their efforts. Monitor and reward the most active advocates to foster a strong community around your Kickstarter project.

8. Nurture Relationships with Automated Emails

Automated emails, such as welcome emails or drip campaigns, help nurture relationships with your subscribers. Craft a well-designed welcome email thanking new subscribers for joining and setting the tone for future communications. Drip campaigns can deliver a series of emails, gradually providing more details about your project and fostering engagement.

Monitor open rates, click-through rates, and conversion rates to fine-tune your automated emails. Adjust the content, timing, or frequency to optimize the overall effectiveness and strengthen the connection with your audience.

9. Leverage Influencers and Partnerships

Collaborating with influencers or relevant partners can significantly expand your reach and credibility. Research and identify influencers or industry experts who align with your Kickstarter project and have an engaged following. Reach out to them, offering exclusive access or incentives in exchange for promoting your campaign to their audience.

If there are organizations or communities related to your project, such as forums, interest groups, or online communities, engage with them genuinely. Participate in discussions, answer questions, or offer valuable insights. Becoming an active member establishes your reputation and increases the chances of gaining exposure through those platforms.

10. Measure, Analyze, and Optimize

Track the performance of your email marketing efforts by analyzing key metrics such as open rates, click-through rates, conversion rates, and overall campaign success. Implement A/B testing to experiment with different subject lines, content, or layouts. Continuously monitor the results and iterate on your strategies based on the insights gained.

Regularly review your email marketing campaigns, incorporating feedback and learnings to optimize your future communications. Keep up with trends and new techniques to ensure your approach remains fresh and effective.

FAQs

1. Can I include personal stories in my email marketing campaigns?

Absolutely! Personal stories can create a strong emotional connection between you and your audience. Share anecdotes, challenges overcome, or experiences related to your Kickstarter project to make your emails more relatable and engaging.

2. How often should I send emails to my subscribers?

The frequency of your emails depends on your project’s timeline and your audience’s preferences. Generally, a balance of one to two emails per week during the campaign is reasonable. However, pay attention to engagement metrics and adjust accordingly to avoid overwhelming your subscribers or being forgotten.

3. Is it necessary to hire a professional designer for my email templates?

While professional design can enhance the visual appeal of your emails, it is not a requirement. Many email marketing platforms offer user-friendly templates and drag-and-drop editors that allow you to create visually appealing emails without design expertise. Focus on clear and concise content, and prioritize mobile responsiveness.

Sources:

1. Email Marketing Benchmarks 2021 by GetResponse2. The Complete Guide to Email Marketing by Campaign Monitor