How to Optimize Your Promotions

Quizzes

• Keep registration page short and sweet
• Limit yourself to only 4 answer choices (to optimize for mobile)
• If you’re not giving away a prize, make registration optional
• Include links to additional content

Sweepstakes

• Keep entry forms brief (with smart registration, you can collect a lot over time)
• Utilize extra chances (can boost engagement by 25%)
• Update default social sharing options

Photo Contests

• Offer a truly valuable prize
• Leverage makeovers for hot leads
• Run separate voting and submission periods
• Award a prize just for voting
• Do not charge for votes
• Make your instructions clear
• If using a hashtag, make it unique

Ballots

• Limit to 6-8 categories (but unlimited sub-categories)
• Split into separate nomination and voting periods
• Sell enhanced listings
• Collect tons of data on popular businesses in your area

Email & Messaging

• Must be mobile-friendly (54% open on mobile)
• Limit subject line to 40-50 characters
• Stand out with special characters in subject line
• Include a mix of images and text, not just one single image
• Prioritize one clear call-to-action
• Stick with the same “from” name
• Keep top header branding short
• Design emails with big buttons, not tiny in-text links

Stop sending images as emails. They will get caught in spam filters. & people can't act on it. #secondstreetsummit pic.twitter.com/X4gtVSXLLD

— Second Street (@secondstreet) June 7, 2016

Cards & Deals

• Pick mass appeal advertisers
• Avoid niche offers
• Stick to top 4 categories – food, entertainment, travel, and attractions

Finally! @emcrider is talking about deals at #secondstreetsummit. Deals still Rock @HalfPriceOzarks pic.twitter.com/YvrPW54QfW

— Kent Oglesby (@KentOgs) June 7, 2016

It takes a bit of finesse to fully optimize your engagement campaign, but taking the extra time to do so will produce big results. Be sure that you’re following all the best practices to maximize your success.