With e-mail marketing, we are all competing for the attention span of the receiver in an increasingly overcrowded landscape. So, in our humble opinion, we have to pay special attention to a few basic elements in order to take full advantage this this very effective direct marketing channel.
Let's take a look at these three elements:
Your "From" address: I know it seems simple but we think this is extremely critical. It's just like anything else -- from the direct mail piece to the caller ID on our telephones -- we pay attention and respond to those who we trust and with whom we have a relationship. The From address needs to be consistent whenever you send out an e-marketing message. It creates recognition with your audience and adds credibility to your message. Research has demonstrated that not keeping the From address consistent will definitely lower your response and click-through rates.
Your "Subject" Line: Again, you'd think this would be a no-brainer . . . but some of the Subject Lines that we've seen look like they were almost made up on a whim -- or worse still, they don't have anything to do with the main message of the e-mail. Here's the thing, a well-written Subject Line can actually determine whether a person will open your message or not. Your Subject Line must be very concise and descriptive, and it must resonate with the recipient. I know it isn't easy to determine what is going to resonate with every single person on your e-mail list, however, spend some time to figure out the best Subject Line that will elicit a positive response from pretty much anyone. Your efforts here will be rewarded. Make your Subject Line a "Call-to-Action" -- again, one that is very specific and appeals to some basic emotional level of your recipients.
Your "Preview Pane" Opportunity: For those of us who are convinced that we can more effectively manage our Inbox via a Preview Pane, this is one really important piece of e-mail real estate. If you manage this space well, it will actually draw the reader into your message, making sure that they open the message and read it. We've seen some really poorly written Preview Panes -- where the e-marketer is obviously not paying attention to the pane and/or simply doesn't edit it from a previous message. This is just bad e-mail etiquette. Not only that, it causes confusion to the reader and would-be respondent! Grab that recipient's attention with a well-designed Preview Pane that features your company logo, navigation bar and offer-- right up front. This way, whether or not your recipient blocks images (as most do), your readers will see these elements in the Preview Pane as text.
We know that if you use these three elements effectively -- and well-orchestrated together -- that they will build on your overall message to create a more compelling, relevant and responsive e-marketing campaign.
To learn more about this author, visit Nancy Arter's Website.
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