May 18, 2012
Email Marketing (what works)
Email marketing is necessary, but can be misused sometimes. I’ve spent years researching and copywriting email subject lines, creating message themes that drive online revenue and writing body copy with clear calls-to-action that work with the imagery. Some of the best lessons I’ve learned from email marketing best practices and worst mistakes are the following…
– SUBJECT LINES: Keep subject lines short and ambiguous. When you give away the entire message, people sometimes do not read the entire lengthy line of text, plus mobile phones do not always list a long subject line. Front loading the main message in a journalistic “top to bottom” of message importance also works well with subject lines. Also, if you give it all away in the subject line, what’s left for them to discover when opening up the email? (That is not to say that you shouldn’t leave out vital details – just better to leave them wanting more)
– CLEAR CALLS TO ACTION: After they decide to pay attention to an email and actually open up your message, people need to know exactly what to click on in your email message to obtain what they seek. The CTA’s should link out to revenue driving content; side note – categories and landing pages need to be created or cleaned up before driving people to these areas!
– EMAIL FREQUENCY AND SCHEDULING: Certain times of the day elicit a better response than others for particular audiences. Also, sending emails daily creates a flood of content for your audience to sort through and may hurt your marketing intentions, much less give you a “bad rep” with ISP’s. A safe number is once or twice a week max; on the other end of the spectrum monthly, bi-monthly, or quarterly depending on your marketing initiatives. Also Tuesdays are no longer the “best” day to send (thanks to everyone int he industry burning everyone out over the past few years with Tuesday emails).