It’s easy to follow just some of these guidelines – send an email out to customers and then check it off the to-do list. That said, all of these suggestions contribute to success. If the subject line isn’t compelling or communicates value, the customer may never read it. If the basic structure isn’t followed as mentioned in the previous email, then again it will decrease the potential for a successful program. Emails are like an offense in football, the quarterback, receivers and offensive line all need to do their part well for the play to work, if one guy is not on the same page, most likely the play fails. It’s the same with an email marketing campaign – all of the details matter. Tips 4-6 below focus on frequency, content and compelling subject lines.
4. Write knock-out subject lines. Do I have your attention? We could have the best content and message in the world but it may not get read because of the subject line. Writing a subject line is a marketing art – I actually attended a seminar just focused on writing email subject lines, that’s how important they are. The subject should grab the reader’s attention quickly and explain exactly why the message is valuable. Most important, keep it short – around 6 to 8 words because readers on mobile phones only see 25 to 30 characters in the subject lines and laptops around 60 characters.
5. Frequency. The readers will want to know how often we’ll email them. Whether you plan to email once a week or twice a month, its important to be up front with the frequency information so they know what to expect, (and stick to those expectations). Many times people sign up for informative emails and get deluged with daily emails, so these days people are skeptical, and telling them the frequency they can expect would be very customer-friendly and appreciated.
6. Great content, not just marketing messages. Your customers are going to unsubscribe to your emails if it’s just marketing and advertising messages. The content needs to offer value – new technology, products that help their lives or business, product installation tricks and tips, as well as customer testimonials – all are value-based messages. Then over time we find out what interest customers the most through the email response analytics (click-through rates, user surveys, etc.). Questions asked in forums, social media or asked directly to your sales staff are also ways to find what content would be of value to the customer. ==> Be careful of sending frequent advertising specials and coupons in email blasts because it could dilute the perceived real value of your products. The content still needs to focus on the value the product is to the customer.
Again, leaving out one of the above tips and not thinking it’s important will result in a sputtering offense, and miss the opportunity for a real score.