Email Marketing
Effective Email Essentials :: 10 Point Checklist
By Corrinda Campbell, Nov. '08
If email marketing is on your list of marketing strategies now or anytime during the year, follow this 10 Point Checklist to increase the number of opened email and convert your prospects into customers.
1) Subject Line – This is often the most overlooked part of the email, yet it is the most important. The Subject Line is the primary factor that determines whether an email is opened or deleted. There’s a lot of discussion about the “art” of writing the Subject Line. Overall, keep it to about 50 characters or so as many email providers only display a limited amount of characters. Shorter tends to be better, but it really depends. Ask yourself, does the reader know who it’s from, what’s in it for them and why they should open this email.
2) From Line – This is also overlooked when creating email campaigns. The From and Subject Lines are mini-billboards. Are you going to open an email from “info” or from a person or company you know. The From and Subject lines work together. By including your name and/or the company name in the From Line you don’t need to repeat it in the Subject Line and have more characters devoted to the Subject Line message. Usually 15 characters or less is best. Use the word count function found in the tools section in MS Word to quickly count characters.
3) Get Permission – Spam laws are getting tighter and tighter with increasingly severe penalties. Including ending up on the black list of ISPs and email providers. Make sure you have permission to send email to the people on your list. Creating a double opt-in process is a good idea and used by more and more website.
4) Clear Call To Action - So you’ve got permission from the people on your list and you’ve written effective From and Subject lines and your email has been opened. Be sure your readers know what you want them to do when they open the email and the benefits of clicking through the email links to your service, product, or content.
5) Links: Bigger Buttons & Underline in Blue – Many studies of have shown that bigger buttons work better; and specific copy works better than general copy. (e.g.: “Click Here for the Free Report” v. “Click Here”) If you use a text link, blue underlined links tend to perform the best.
6) Landing Page – Your email has been opened and the reader follows your Call To Action. When readers arrive at your website, be sure to send them to a specific page relating to the contents of the email instead of the home page. If you’re a running a specific or limited time promotion it may be a good idea to create a special landing page just for that email. This will also make tracking the promotion easier. If you’re selling something make sure your shopping cart is no more than 3-clicks away from the email. After 3 clicks the level of abandoned carts increases.
7) Promotion Layout – Direct mail tests have shown that dollars off coupons versus percent off promotions get a better response. Framing your promotion with a dashed boarder also tends to increase conversion.
8) Text v. HTML – There is a lot of discussion around text versus HTML presentations. Text only email do well, but depending on the content of the email HTML can also be very effective & creative. The downside of HTML an layout is that many email accounts block the graphics. If you use HTML offer a text or web-based version. Also, very important, label your graphics with alt tags. They will appear even if the graphic is blocked. In addition to the alt tags be sure to support the graphics with straight text, don’t limit the whole contents to one large graphic.
9) Relevancy & Frequency – The number one reason email is deleted or unsubscribed is lack of relevancy. Be sure your messages are on point. If you are cross-promoting another product or service, make sure it’s related to the topic. If you broaden the scope of the original content just ask for permission. Segmenting your list can also increase your level of relevancy. The answer to, “How often should I send email messages?” is “It depends.” Ask yourself if this message relevant or if the email includes new information. Relevancy and fresh content also tend to answer the question of the best time and day of the week to send email. If the email campaign is well crafted readers will open it.
10) Proof Read & Test Your Email – Whenever possible it’s best to have someone else proofread your email and provide feedback. This is when a mastermind or peer review group comes in handy to catch mistakes and fine tune your message. Testing your email’s appearance is also important because different email clients and web-based email accounts render HTML and even text differently. Even if your email service provider has a test function built-in I think it’s a good idea to use a dedicated test list. Create a specific list that includes the addresses of the accounts you have created with the top email providers. Send your email to that list first.
Top email readers: Outlook, Thunderbird, and Eudora
Top web-based email providers: Yahoo, Hotmail, AOL, & Gmail
Visit this fun website to see mistakes some of the top retailers have made. It’s entertaining but it’s also a good check list of things to watch out for. Click Here
Connecting with customers:
With opt-in email marketing and iContact, you can easily connect with your customers. iContact allows you to easily create, send, and track email newsletters, surveys, and RSS feeds. Your customers are important to you and securing a connection with them is fundamental for the growth of your business.
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Tips From WIBN Lunch
“Public Relations - Get to know the publication and the editors you want to work with and make it easy for them to write your story.”
Katherine Davis, Davis Communication Strategies
katherine@daviscommunicationstrategies.com
“Networking and Handwriting - Underline your name on your name tag to give it emphasis and better recall.”
Kathi McKnight, Rocky Mountain Graphology Assn.
www.TheHandwritingExpert.com