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E-Mail Marketing Facts
E-Mail Marketing Myths
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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
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E-Mail Marketing Tips
Address Recipients with Their Name in Email Campaigns
If I get a bulk email, it feels much less bulky if it greets me with my name. I feel more like myself, less like a number — and I'm more likely to read the message, maybe risk a click or two.
Address Recipients with Their Name in Email Campaigns
If at all possible, you should
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personalize your marketing mails to |
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greet and address recipients individually with their name. |
Often, you will use the first name only, but for some campaigns the last name will be more appropriate.
Avoid $$$ Signs in Email Marketing Campaigns
Most people don't like spam. And a lot of spam contains "$$$" somewhere in the subject or the body. That's why you should avoid it in your email marketing campaigns.
Many email users have filters in place — through an anti-spam tool, at their ISP, in their email program, or in their perceptive mind — that move anything containing "$$$" to the trash immediately.
Avoid Mistyped Addresses by Requiring Retyping
Unfortunately, a significant number of people interested in getting on your mailing list may not arrive there because they mistype their email address in the sign-up form.
Fixing these errors on your side is not an option, but you can consider treating email addresses like passwords:
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require that subscribers type them twice and |
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check that both entries are the same. |
This should reduce the number of obvious errors in email addresses, but unfortunately it makes the sign-up process a bit more cumbersome for the user, which may result in less new subscribers
Create a Clear Call to Action in Email Marketing Campaigns
Sometimes, I get newsletters and marketing messages via email that have everything except a clear call to action. They're beautifully designed, a joy to read, and they get me in the mood to do something -- if only I knew what the sender expects me to do.
I don't know where to click, what link to follow, where to order.
One of the crucial elements of an email marketing campaign is a clear call to action.
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Lay out exactly what you want the recipients of your message to do, and |
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design the message to make that path clear for the recipient, and easy to follow. |
Don't distract with too many links or offers, and make not only the call to action clear but also what recipients can expect when they click through. This can be as simple as "Click here for a 20% discount on your next weekend trip."
Defining Opt-In Email Marketing
In the context of email marketing, it never takes long for catchwords like "opt-in" or "permission-based" to appear. But what exactly is opt-in email marketing?
I find it easiest to think in terms of mailing lists when it comes to email marketing. Email marketing is nothing else but mailing lists in the end. The mailing list of an opt-in marketing campaign starts empty. The only way for an email address to get onto the list is by its owner explicitly requesting it.
The request must always be for a specific list. If a customer submits a form that says "Yes, send me a copy of your current catalogue" you can add them to the list of customers who will receive a copy of the current catalogue, use the list one time and then throw it away. To continue sending them your latest catalogue, you need the explicit permission to do so (along the lines of "Yes, keep me up to date by subscribing me to your list of catalogue recipients").
Don't Forget the Preview Pane in Your Campaign
The Subject of your email marketing message plays a crucial role. If it's not intriguing or familiar, or if it looks like spam, your mail will be deleted immediately. You know that.
But if your recipients have their email client's preview pane turned on -- and most do -- what is displayed there is just as important. If the top of your email marketing message, the part that is most likely to be shown in the preview pane, is well designed, you can build on the interest built with the Subject or even reverse the recipient's decision to delete your message.
That's why things that can usually be found near the top of every mail to a list -- unsubscription instructions, unnecessary and long introductory copy, disclaimers -- should be moved down the page.
You don't have to move it all the way down to the bottom, but it should be out of the typical preview pane.
The preview pane should be filled with the unique selling point of your campaign, with your most intriguing benefit or your best offer instead.
Email Marketing Needs to Reflect Your Corporate Design
Your email marketing strategy as a whole must be an integrate part of the overall marketing strategy. Similarly, the design (and the content) of your newsletter or email marketing campaign should reflect your corporate design.
This ensures that recipients can make a connection between the emails the get and the sender's other ventures (even if it's only a Web site). The company image and the image created by the email marketing efforts can interact and maybe strengthen each other.
If the email marketing does not reflect the corporate design, this can have a bad effect not only on the success of the email campaign, but also on the image of the company as a whole.
Emphasize with Words, Not Exclamation Marks in Your Copy
If we want to emphasize something or express urgency, you and me will immediately think of adding an exclamation mark. But exclamation marks do not metaphysically put importance in the words preceding them, they just express the importance that's already there (or can only be heard, as in the command: "Go!").
That's why it is a good idea
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not to use exclamation marks at all |
in your email marketing copy. If you feel the need to use an exclamation point, reread and reword the sentence (or the whole paragraph) to make the words, the rhythm and the sentence structure develop their own urgency and importance.
Experiment with Link Placement in Newsletters
The same link at another place is a different link.
The place a newsletter or email marketing campaign a link appears at can be crucial for click-through. Consequently, which link goes where can be crucial for the success (if measured in click-through rates) of any email marketing effort.
That's why you should
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experiment with link placement in your newsletter. |
Segment your list or, if you can't segment, use consecutive issues to vary the placement of standard links. Monitor click-through rates closely to determine which link works best in a certain position, and in which position a link works best.
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