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In today’s world, marketing with e-mail is crucial. This is true whether you are conducting a mass distribution to thousands, or a one-paragraph e-mail to a valued client.
With e-mail marketing, old-fashioned etiquette can help improve your open rate, your click through rate and your overall results. In fact, proper e-etiquette can help you stand out in the crowded inbox and keep you from being dumped into the delete folder.
With e-mail marketing the right approach starts with the subject line. Much like a headline, a good subject line accomplishes one, very important thing: it entices your audience to read further. Study after study shows the subject line is crucial to someone’s decision to open your e-mail.
An honest, benefit-oriented and appropriate subject like hooks readers. Get your audience to open and read your e-mail so you can drive your desired action. The subject line shouldn’t be cute or tricky; those e-mails may be tagged as spam. Say what you mean, putting your value proposition front and center. For example:
Subject: Get 24 hour turnaround on every order
Subject: Spring items reduced up to 50 percent through May 15
Subject: Free Mitchell Rose Web site consult May 21 to 25 only
Next, give your prospects the straight scoop with a clear message. In other words, make sure your message really reflects the subject line. If you promote a discount in the subject line, offer the discount right away. Don’t make your readers search for the sale. Say it immediately, without the useless asterisk. Last, but certainly not least, include a call to action – help your customers do what you want them to do.
Adhere to these smart e-mail practices, and you’ll clear a very important first hurdle.
To get over a second hurdle, remember this tip: Personalized messages get greater readership.
Go out of your way to personalize your e-mails, from simple replies to coordinated campaigns. Never underestimate the value of using a name, rather than "Dear Friend."
Today, you can manage e-mail campaigns with a plethora of services. They offer templates, data management and tracking tools. But all the tools in the world won’t help if you don’t personalize the message. Personalization is much more than "Dear Joe." Keep the "you" focus throughout your copy and keep readers engaged. Remember to connect your writing to each reader’s needs by visualizing "one" person and relating with empathy.
The trick is to make it clear you know the intended reader. Make sure your mindset – content and word choice – reflects the reader’s perspective. Then, focus on personalizing the message using "you" and "your." Create a one-to-one personal relationship and your e-mails will be successful.
Next, always remember that you’re sending the e-mail to generate business results. Always include a call to action and a response mechanism. Because you can never assume a reader will get it, be sure to tell your prospects what you want them to do. Then use the power of e-mail to make it easy for them to take the next step. Typical choices follow the lines of call me at 609-434-0030, e-mail me at Rogershapiro@Mitchellrose.net or click here (www.mitchellrose.net) and visit our Web site. The point is, give people multiple options to reach out to you … but get them to reach out and respond to your message.
The right approach makes a difference in your success. Just keep in mind three tips:
Write a subject line that gets your message opened.
Produce an email that delivers on the promise of the subject line.
Build in a response to monitor activity and measure results.
As you implement these approaches, keep a solid focus on the quality of your writing. Accuracy, grammar, word choice and tight writing will help you achieve your results. And lastly, focus on the scroll factor. To be respectful of your prospect’s time and priorities, keep your message short. Any e-mail that requires someone to scroll and scroll and scroll will surely get dismissed.
Follow these simple tips, write right and respond quickly, and e-mail marketing can become a valuable tool that supports your business objectives.
Roger A. Shapiro is the president/creative director of Mitchell Rose, LLC (www.mitchellrose.net). He founded the creative consultancy in 1997 to help clients improve the results they get from their marketing budgets. During the ensuing decade, Mitchell Rose has helped many clients achieve business goals through the strategic use of concepts, copy and design. In addition, Roger has authored a book, "Write Right, 26 Tips to Improve Your Writing. Dramatically," (www.writerightbooks.com) and speaks often on marketing strategy and results-based creative. To learn more about Mitchell Rose’s results-based creative, please contact Roger at RogerShapiro@MitchellRose.net or 609-434-0030. |
