First impressions start with the sender details and the subject line. 

This is how the reader immediately identifies the value and the credibility of the message, and determines whether the split second ‘delete’ decision is made.

• Include your company name in ‘sender details’.
• Avoid pushy sales text in subject line – avoid free, help, % off, reminder (these trigger spam filters).
• Limit exclamation marks, symbols and capitals (don’t ‘shout’).
• Subject line – 50 characters or less.
• Personalise subject lines – e.g. Invitation for business name.
• Add month, date – email appears timely.
• Set email content expectations with subject line – don’t over promise / under deliver.
• Keep ‘from’ field consistent from one email marketing contact to the next.
• Subject lines as questions are particularly effective.  Trial it – use the same content but send half out with a question in the subject line and half without and compare open rate stats.

Personalise your emails – using the reader’s name increases read and click-through by heaps (some say up to 650 percent).

Include info on how the reader got onto your list – jog their memory, shows you are aware of them personally.  If you don’t know, how robust is your list? (See Kath’s post of 13 April 2014).

Keep your emails short and sweet, it’s said that the average reading time is 51 seconds.   Users scan and are likely to only ‘dip’ into what’s of interest and value.

Use links to more information.  Links can be tracked to assess effectiveness / interest and if that info is hosted on your website, your reader may check out other information there.

Limit your content to six sections of no more than three paragraphs.  Your intro (if any) needs to be very brief – the majority of readers skip the intro altogether.

Make your headings TIGHT – make sure the words say why it’s of interest.  What’s in it for me?

Last but not least use the email footer for a marketing message.

Email is an effective way of directly reaching your target audience, your email appears in an inbox and remains there until the recipient either replies to you, or deletes the message.  Either way your reader is taking an active action associated with your business.

Here are five ways to get the most out of your email marketing:

1. Analytics
If you are using email marketing software you will have the ability to measure how your contacts interact with your message.  You can review Open Rate, Click Rate, Unsubscribes and more; you can then use this to tailor your future emails.

2. Engagement
Give people the option to get in touch with you - put in a clear call to action in your email each time.  Always put in a “From” address - don’t send campaigns with a “no-reply”.  Ensure the “From” address is accessible and checked regularly for replies. 

3. Integration
If people want in, make it easy for them.  Have a subscribe form on your social media pages, your website, and at the bottom of your email signature.  However, don’t confuse what people want to see.  Each platform – email, Facebook, LinkedIn etc will have a different audience and you need to tailor your content to suit.

4. Personalisation and Personality
Let your audience know they are not one of many - use the Merge Field to personally address your emails.  Segment your list to offer different information to different audiences.  Use photos to showcase who you are - let your audience know you are real.

5. Privacy
Don’t add randoms to your database.  Just because someone hands you a business card does not mean they want to go on your list.  Ask.   Make sure you are up with the play on New Zealand’s anti-spam laws so your business doesn’t get penalised.  Read these here. 

Use these five principals to give your email marketing purpose, personality and engage your audience.

Written by Kathleen Boyd.