MAIL FOR YOU - EMAIL MARKETING MANAGEMENT SOFTWARE
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Mail For You E-Mail Management Software
Mail For You Overview
Mail For You Applications
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Mail For You Templates
E-Mail Marketing Facts
E-Mail Marketing Myths
E-Mail Marketing Terms
E-Mail Marketing Benefits
E-Mail Marketing Tips 1
E-Mail Marketing Tips 2
E-Mail Marketing Tips 3
E-mail Marketing Tips 4
E-Mail Marketing Tips 5
Mail For You Overview
Mail For You Applications
Mail For You Features
Mail For You Templates
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E-Mail Marketing Tips
Send Newsletters On Time
If part of your email marketing involves sending a weekly newsletter, you should stick to that weekly schedule.
If at all possible, you should not only
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send your newsletter at the same day of the week each week, but also |
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at the same time. |
If you promise a weekly newsletter, recipients expect a new issue in their Inbox every week. If you cannot fulfill that promise, this will reflect on your credibility not only as a newsletter publisher, but also as a merchant.
Send Your Email Marketing Messages as Multipart/Alternative
Should you send your newsletter in plain text and abandon the advantage of rich HTML formatting? Or should you risk annoying some who detest HTML more than anything else?
Fortunately, email has an elegant and almost universal solution to this dilemma: multipart/alternative messages.
Multipart/alternative emails contain both a plain text and a HTML part. Which part is shown to the user is determined by their email client, and (in some cases) by their choice.
If an email client cannot render HTML messages, it will display the plain text version. HTML-enabled email programs will usually show the rich HTML version, but some let the user decide which they prefer.
With multipart/alternative messages just about everybody gets the best of both worlds, and you don't have to ask users for their preference and maintain two separate subscriber lists.
The only disadvantage of multipart/alternative messages is their (slightly) larger size, but as network capacities grow, this is almost negligible.
To send your email marketing messages as multipart/alternative:
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Make sure your email marketing software or service provider supports multipart/alternative messages. |
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Compose both a rich HTML version of your message and a plain text equivalent. |
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Send them both together as one multipart/alternative message. |
Test the Layout of Your Newsletter with Email Clients
If you have found a newsletter format that is easy to read, grabs the reader's attention and makes them click through to your site, that's no reason to celebrate and lean back contentedly.
First you have to
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test that layout in as many email clients as possible |
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on as many platforms as possible. |
Don't forget about Web-based email services like Hotmail or Yahoo! Mail either. Now you can celebrate!
If you don't have access to Macs or Unix machines and don't have an account with every major Web-based system, try asking friends and relatives if they would be willing to test an issue 0.1 for you (for an invitation to dinner maybe).
Make this layout and rendering test a routine. Whenever you make a change to your newsletter template, test it. The smallest changes can have the most surprising effects.
Test the Links in Your Email Marketing Messages
Yes, it is embarrassingly simple. But still I often get (and probably send) email marketing messages that make me click, but the click takes me nowhere. Sometimes a 404 error comes up, or a redirect to the home page.
This is not what you want!
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Make sure the links in your email marketing campaigns and in your newsletters work. |
Test them routinely and religiously, test them again, and let somebody else test them, too. If the links don't work, your call to action leads recipients nowhere, and the success of your campaign or newsletter turns into failure quickly.
Use a Template for Your Email Newsletter
It sounds obvious, but there are also some good reasons to use a template for your email marketing efforts. If you use a template
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users know what to expect |
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users recognize the newsletter |
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you have a template to cling to |
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newsletter editing is less error prone |
Of course, your design should and will not be carved in stone once you have put together a template. But trying new designs and testing alternative approaches is easier with a "standard", too.
Use Absolute URLs in Email Marketing Messages, Newsletters
The following is a tip only if stating the obvious can be a tip. But being used to working with relative URLs exclusively on Web sites, I've been caught using them in email messages a few times, too.
Unfortunately, relative URLs fail miserably in email messages, and if you use relative URLs in your email marketing messages the results will be miserable, too.
So make sure you always use the full, absolute URLs in emails (HTML or plain text, it doesn't matter): "http://email.about.com/landing.htm" for example (not just "landing.htm" or "/landing.htm").
Use Bold Face for Emphasis in Email Marketing
If you send an email marketing campaign with HTML formatting, you have the opportunity to grab your reader's attention by applying formatting to your copy.
To emphasize important points you should
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stick to bold face. |
Italics, the way to emphasize in printed text doesn't work as well on a computer screen, and underlined text looks bad and is hard to read, on-line or off.
Additionally, clickable links are traditionally underlined, and non-clickable underlined text may confuse some readers. That's why you should use bold to emphasize.
Use Your Brand in the Subject
Using the From: line of your email marketing messages is a great way to make sure the recipients recognize it and are comfortable with opening your email.
The Subject: is another place where you can make use of your brand. Incorporate it in your Subject to spark
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trust, |
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comfort, and |
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interest, and to |
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maximize the open rate |
of your newsletter.
Use Your Name in the From: Line for Email Campaigns
People usually won't take any sweets from strangers, and they don't read mail from mailer@mail.copycorp.com or another anonymous email address.
This is why you should
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use your name in the From: field of all email marketing messages you send. |
Recipients will trust you more and they are less likely to delete your emails without a second thought. It's much harder to hit Del on a real person than on an anonymous email bot.
User Questions Mean Great Content for Newsletters
You are selling instant water, and you know a lot about your business. That's why you started your newsletter which combines useful content with marketing for your products.
If you wonder about the "useful content" part, pondering what could be most interesting for your readers,
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turn to your email archive and |
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look for recent questions that your users had. |
Chances are you can answer them easily, and chances are the answers make highly useful pieces of information for not only the person who submitted the query but for all your newsletter subscribers.
You can even install a periodic Q&A column to retain the original and approachable format of a dialog of question and answer.
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