Email marketing is common place. We are inundated with marketing type emails on a daily basis, both in our work email accounts, as well as our personal email accounts. If you're a marketer, like myself, you're also sending these marketing emails out to your prospect/customer base. Because we receive them so much, we know are very aware of what it is like to be on that end of things. This poses the never ending question, how do we get people to open our emails and take the action we want them to take?
We have to go back to the basics, marketing 101, and keep things simple.
Let's talk about 3 things:
- The Subject
It comes as no surprise when I say the subject is vital to achieving email marketing success. We have to capture the reader's attention in the first 3 words of our subject. If we can't get them there, odds of them doing anything we want are slim to none.
Many people like to put their call-to-action in the middle or at the end of their message, but it is most important to get it in the first couple sentences of your email. If our subject line is successful enough to get someone to open an email, we must tell them what is in it for them immediately. I have no issues with putting it at the beginning, as well as at the end, but we can't assume someone will read an entire email just to find out what the offer is.
Print-ability. What is this? It is the ability to print the email on 1 piece of paper. This may sound like I'm nit picking, but think back, have you ever experienced a time where you wanted to print something but did not b/c it was going to be several sheets of paper? I have. I'm much more likely to print something and read it later if it is 1 piece of paper. This simply makes it easier for your recipient to potentially print and pass along your message. Remember, much of marketing is the little things, the convenient things. The easier you make something for me, the more likely I am to do business with you. Would you agree? Disagree?