Five Tips for Better Email Marketing, Part 1
Most Americans use email today.
Pew Internet estimates that 90 percent of Americans have an account, and about 247 billion messages were sent in 2009, according to Radicati Group.
That's a lot of competition for your audience's attention.
Here are five email tips to help you get and keep their attention and improve your results.
1.
Make sure your audience wants to hear from you.
Don't be afraid to ask them.
You can send an email ahead of time notifying them that you are starting an email campaign or newsletter and offering a way to opt in or out, or you can include an opt-out link with your first campaign.
Either way, let recipients know what to expect.
For instance, will you be sending email-only specials? Coupons? News and announcements? How often will you contact them? Make sure that whatever you send is valuable to them so they don't opt out.
Then be sure to deliver what you've promised.
2.
Write a winning subject line.
Be creative without being cryptic.
Are you sending a monthly newsletter? Rather than stating that in the subject line, try promoting your lead story in a way that's irresistible, such as, "Five things your accountant doesn't want you to know," or "Save 15% next time you dine with us.
" You may also want to try creating urgency by using a deadline.
3.
Keep it short.
Most readers will skim your message and read HTML in a zig-zag motion.
They will want you to get right to the point and will be looking for the answer to "What's in it for me?" If they don't see that answer right away, you will lose them.
Boldface important points.
Be brief and entice them to click to your website, then let your website do the selling.
4.
Include multiple calls to action.
Some readers may prefer to call or email you for more information rather than click through to a website.
Offer them those options.
Don't forget to include ways for them to connect with you on Facebook, Twitter and other social media sites.
5.
Be careful with your HTML design.
Some email programs are better than others at handling CSS, Flash, video and other advanced design components.
Rather than taking that risk, keep your design simple and embed that video on your website instead.
Pew Internet estimates that 90 percent of Americans have an account, and about 247 billion messages were sent in 2009, according to Radicati Group.
That's a lot of competition for your audience's attention.
Here are five email tips to help you get and keep their attention and improve your results.
1.
Make sure your audience wants to hear from you.
Don't be afraid to ask them.
You can send an email ahead of time notifying them that you are starting an email campaign or newsletter and offering a way to opt in or out, or you can include an opt-out link with your first campaign.
Either way, let recipients know what to expect.
For instance, will you be sending email-only specials? Coupons? News and announcements? How often will you contact them? Make sure that whatever you send is valuable to them so they don't opt out.
Then be sure to deliver what you've promised.
2.
Write a winning subject line.
Be creative without being cryptic.
Are you sending a monthly newsletter? Rather than stating that in the subject line, try promoting your lead story in a way that's irresistible, such as, "Five things your accountant doesn't want you to know," or "Save 15% next time you dine with us.
" You may also want to try creating urgency by using a deadline.
3.
Keep it short.
Most readers will skim your message and read HTML in a zig-zag motion.
They will want you to get right to the point and will be looking for the answer to "What's in it for me?" If they don't see that answer right away, you will lose them.
Boldface important points.
Be brief and entice them to click to your website, then let your website do the selling.
4.
Include multiple calls to action.
Some readers may prefer to call or email you for more information rather than click through to a website.
Offer them those options.
Don't forget to include ways for them to connect with you on Facebook, Twitter and other social media sites.
5.
Be careful with your HTML design.
Some email programs are better than others at handling CSS, Flash, video and other advanced design components.
Rather than taking that risk, keep your design simple and embed that video on your website instead.
Source...