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.
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.