E-mail Marketing Tips
Recipients make their decision about whether to read an e-mail based on the "To," "From," and "Subject" fields. Studies also report that 60% of people mentioned merchant recognition as the primary driver in the decision to open an e-mail.
It's worth spending some time crafting the header of your e-mail marketing messages. Some "best practices tips" listed below can help.
"To" Field Best Practices
- Get permission and manage expectations. Get names and e-mail addresses for your e-mail mailing list any way you can: by soliciting them on your website, by asking customers and clients during appointments and phone calls, with a sign-in sheet at trade shows and events, and so on.
- Let people know you will be sending newsletters and e-mails to the address they provide - stressing the benefits of the useful information and special offers they will be receiving, of course.
- If people expect a message from your business, they will be more likely to read it.
- Focus your e-mail mailings to different audiences. Don't send the same thing to customers, vendors, business partners, or even all customers. The more you can tailor the message to the audience, the more likely the audience will read your e-mail.
- Never put your whole list of recipients in the "To" or "Cc" fields. Doing this exposes private information (your recipient's e-mail addresses) and means if someone wants to respond to your e-mail and mistakenly presses "Reply to All," all recipients will receive an unwanted message.
"From" Field Best Practices
- Make sure your return e-mail address is functional. To comply with the CAN SPAM legislation passed in late 2003, all commercial e-mail messages must have a functioning return e-mail address.
- This address cannot be purposely misleading. Fully identify yourself and your business. If you think customers will recognize your name, include it along with your company name. If you work for a larger company, include the name of your division along with your company name.
- Always send from the same e-mail address. If recipients come to recognize your name over time, they will be more likely to open and read your e-mail.
"Subject" Field Best Practices
- The "Subject" field must motivate readers to want to learn more. Ask a question, arouse curiosity, propose a solution to a common problem.
- This is true even of newsletters: Don't just write "April Newsletter," but come up with a "Subject" field that reflects one of the more compelling articles or offers in the newsletter.
- Tying the "Subject" field into current events is a good way to spark interest. Be as specific as possible. Don't just write "Great Offer, Please Read." Mention some aspect of the offer.
- Avoid "spam indicator" words. Many spam filtering software programs are now catching and automatically deleting e-mails that include words like "free," "new," and "special offer" in the "Subject" field.
- Maintain a direct and matter-of-fact tone. Don't resort to outrageous claims or CAPITAL LETTERS and !!!!!, which many recipients find unprofessional. In addition, some spam filters delete e-mails whose "Subject" field includes dollar signs or exclamation points.
- Reinforce your business name. If appropriate, include the name of your business in the "Subject" field as reinforcement. Statistics cite merchant recognition as a crucial factor in the decision to open an e-mail!
- Comply with the CAN SPAM legislation. There are special provisions in the CAN SPAM legislation if you are sending e-mail marketing messages to people who have not specifically asked to join your e-mail mailing list.
All commercial non-permission based e-mails must have a valid "Subject" field indicating the e-mail is an advertisement.
If you're sending unsolicited marketing e-mail, it's no longer lawful to include a subject like, "Here's the information you requested."
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