Tags: Email Marketing

Creating a high impact Email Subject Line

Creating a high impact Email Subject Line

Beyond • July 2, 2009

Every single element of an email – from the permission notice to the footer – plays a critical part in making it to the inbox. However, one carries even more responsibility in getting your message in front of your recipients: your subject line. Short and difficult to manage, this tiny span of less than 100 characters is what your customers and their email clients will see first of your email, sending you on to your customer\'s inbox or the much-maligned junk file. That\'s why perfecting it is mandatory if you want your email marketing campaign to be a success. Here are 6 ways to do that. 1. Clarity of goals Clearly defined objectives set the tone for effective subject lines. Here are some examples of clairvoyant goals, which can be used to write impactful subject lines: Improving open rates Increasing conversion rates Acquiring new customers Promoting products and services By defining your goals early on, you help set the tone for subject line testing. 2. Keep it short Research indicates that readers are likely to find shorter subject lines more credible. Try and keep your subject lines simple and short – preferably four to seven words. 3. Avoid the over-hype You\'re excited about your product and you want your recipients to feel the same: it\'s a fact. But there is a fine line between stirring up excitement and just plain hyping up a product to your customers. Your subject line should speak to the good qualities of your product or service, but avoiding going overboard and making it seem like the end-all-be-all of everything out there. Customers are more shrewd than ever before and they can tell when someone is overdoing it. For this reason, keep your subject line intriguing and exciting, but not too over the top. 4. Just say no to spammy words Certain words and phrases create a negative impression in the readers’ mind and might guarantee instant deletion of messages. Avoid using the following words in your subject lines or your email messages: cialis FREE Reverses aging Free investment levitra Life Insurance valium Your own Multi level marketing Free access xanax Free Samples! For Only Dear Friend Also, don\'t start your subject line with any of these words: Free Hello Buy Buying If you use an Email Service Provider (ESP) like Benchmark Email to send your email, it has a ‘Spam Checker\' tool available for checking your Spam Score for each email campaign. 5. Add a brand name Various recent studies show that email campaigns featuring brand names in subject lines tend to have higher open rates. Use this stat to your advantage. If you\'re promoting three different products, pick the most popular one and feature it in your subject line. You may be surprised at how simple and effective this trick actually is. 6. Be matter of fact If writing your latest email subject line has you tied up in knots, go for the obvious: a generalized description of what your email is or what will be found in it. For instance, “Benchmark Email Bulletin, June 26” is as basic as you can get when it comes to subject lines, but it tells the recipient, probably in the middle of wading through hundreds of spam emails, that your message is the real deal. A straightforward, honest subject line tells recipients that your email, when opened, delivers familiar, trusted content.


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Email campaigns and newsletters: 4 good copy writing tips

Email campaigns and newsletters: 4 good copy writing tips

Beyond • June 24, 2009

When you sit down to write your email and newsletter campaigns, do you know if you\'re pleading to your customers\' practical or emotional sides? Is your writing voice passive or active? Are you using basic marketing writing techniques that have survived the passage of time because they\'re so effective? If you can\'t answer any one of these questions, you could most likely use the 4 tips below to make your email marketing writing the best it can possibly be.   Write to your subscriber\'s desire and emotional needs. It\'s well documented: people make purchases based on emotion, not cold facts or schematics. For instance: what\'s more likely to get someone to buy an ice cream cone? Lower sugar, 100% real strawberries and less lactose makes this ice cream cone sweet and easy on the stomach. Or On a hot summer day, nothing soothes and pleases like the sweet, creamy taste of strawberries and cool cream. If you guessed the second one, you would be correct. Look for ways in your email copy to enhance your recipients\' lives. Don\'t bother listing out a litany of boring facts and schematics, really show them how their lives can be more enjoyable or easier by buying your product.   Use an active voice Using an active voice means cutting out the words that tend to slow down what you have to say and make your writing more passive. Active voice is like going from point A to point B, rather than going from point A to point B to point C. For instance: Passive voice The token you purchase enables you to board the train. The train will then transport you to Coney Island. Active voice Buy a token and ride the train to Coney Island The second sentence cuts out the words that stretch out your sentences, but don\'t make them better. Use active voice in your email and newsletter campaigns because it keeps the customer interested. An added bonus? It also saves space.   Define your subscriber and write to who they are. Not all subscribers are alike, but most subscribers to any given list share some things in common. Make a list of these attributes and write in a voice that caters to them. Here are some examples of possible attributes: Practical Frugal Busy Smart Wise Your emails will grab more attention and make you more money if you write to who your customers are in this respect. If you can harness that skill, you will see an interest in sales, guaranteed.   Practice economy of language. To practice economy of language, write your copy and look it over in its entirety. Can you cut out certain words and still preserve the meaning of certain sentences? Can you rearrange sentences to save time and space? Are you getting to the point sooner rather than later? Keep these questions handy when you\'re writing your HTML email copy. Give your email copy a second pass with these questions in mind. Change your copy to make it leaner and more focused and you\'ll see your ROI and interest go up.


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Email Marketing Frequency: Sending on a Regular Basis

Email Marketing Frequency: Sending on a Regular Basis

Beyond • June 11, 2009

Most email marketing experts warn you against sending too frequently or even too infrequently. But few address the basic concept of consistency in your email marketing campaigns. In other words,  not sending on a regular basis is the same as sending too frequently or infrequently. Imagine email marketing to be like a new relationship. If you see the other person on a regular basis, you get some steam going. You build trust. Things feel more natural and normal. But if you show up twice in one week, but not for the next two months, things are going to be weird. And it\'s exactly the same with your email marketing recipients. So, how do you do it? How do you create a plan that makes certain you send your emails on a regular basis? We\'ve got some tips for you, so keep reading: 1. Create an editorial calendar Editorial calendars are what magazine editors and writers use to keep track of what they\'re doing months or weeks ahead. As an email marketer, you should create the same kind of calendar.  Mark the days that you plan on sending your emails. Now, try to figure out what you\'ll focus on during those days. For instance, suppose you run a stationary shop. You don\'t know for certain what you\'ll be doing six months from now, but you can guess that you\'ll probably be gearing up for wedding season, Easter, and even college graduation. Ballpark it and mark your calendar and you\'ll always know how much time you\'ll need to get your specific emails together. 2. Appoint a newsletter guardian Running a business takes lots of time, which is why many business owners and managers tend to shuffle their company email and newsletter campaigns to whoever seems to have a light moment. But by not giving your email or newsletter to the same person every time, you\'re not only putting out a different product each time, but you\'re increasing your chances that your email will be sent out irregularly. To combat this scenario, make your email the job of only one responsible person. Let that person shepherd it from start to finish. Not only will this person make sure it goes out on time, but they\'ll be there to make sure everyone turns in what they need (artwork, shipping schedules, product schematics) long before the email campaign is finally sent. 3. Bank Evergreen copy Start putting together copy for your newsletter that can be used at any time. This copy might include  tips on how to use a product, or even a how-to list that helps recipients save time and money. The key to this copy is to have it ready to drop in when you\'re short on time and need to fill space in your email campaign or company newsletter. So, how do you create this copy? Every day, create a task for yourself. Come up with one tip on how to save money, one “do you know?” factlet about your realm of business, or even just one way customers can use your products or services that they might not have known about previously. Add these things up and in a month, you should have at least three or four articles or tip sheets you can use in a pinch. 4. Create custom email or newsletter departments Break your newsletter or email down into sections. What do you write about each time? New features? General industry news? Tips? Once you have a good idea of what you\'ve been doing every time, you can adjust your template accordingly so that all you need to do is drop in the appropriate section-focused text or images every single time. The key to this exercise is not to reinvent the wheel, but rather come up with a system that helps you easily stick with a schedule. As an email marketer, you want a routine that you can stick to all the time, even during the busiest parts of the year. By putting these measures into place, you\'ll know well ahead of time how much time you\'ll need to dedicate to every single newsletter, and exactly what\'s needed both text and art-wise to keep your campaigns on schedule.


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