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Are you finding that your email marketing strategies are not getting the job done? Maybe it is time to take a deeper look at what opportunities there are to increase your effectiveness.
One of the best ways to become a better email marketer is to study what does not work. This could be as easy as going over your previous campaigns with an open mind and tweaking what you already have based on customer feedback.
If you feel your campaigns are not the issue, another easy way to find poor examples of email marketing campaigns is to check your inbox.
We all get plenty of emails every week trying to sell us something or asking for us to join something. What ones got your attention and what ones went right to the junk folder? Go through your email and print off a few that makes your brain scream 'spam' and then compare them to your own creations.
It is the bad examples that hold invaluable lessons on how to improve your message deliverability, help establish trust with the recipient and most importantly, getting your message read.
Here are six lessons you can learn by reading the emails that you normally don't give a second thought to during your day.
1. Always use a real 'from' name
It does not matter if it is a company or a person, but the name needs to be real. This will reinforce that one-on-one tone that any friendly email has. If you think about your own inbox, how often do you delete a message that looks suspicious or from someone you have never heard of?
2. Avoid subject line alarm bells
Using ALL CAPS or subject lines that are confusing will generally get an email deleted right away. Write the subject line so it makes sense, and that it scans for legitimacy. An effective subject line is what will make a good first impression for the reader and improve the chances that the email get read. In the Internet world, ALL CAPS is commonly known as shouting and can also be labeled as promotional material very easily. If you won't open an email because of a sketchy subject line, your readers won't either.
3. Limit catch phrases
The goal for your email marketing campaign of course is to sell or tease your message. But if you go too far it will have the opposite affect and hurt just how many people even receive your hard work. Certain phrases like "free, cheap, guaranteed, no obligation or discreet service will always make the spam filters take notice. If you must use any of these phrases in your campaign, save it for the body of the message and try not to overuse it. A good way to test if you overdid it with your message, is to ask yourself if you feel like a car salesman after reading your email marketing copy. If there is even a hint that you do, chances are you have got some catch phrases in there.
4. Be competent
Even if it seems obvious to say, it is amazing how poorly a lot of email marketing campaigns are written. Lousy writing, awful grammar and incorrect capitalization/punctuation all destroy the reader's trust. You don't need to write for the New York Times, but you do need to write like you speak the language. If your email gives the impression that you typed it out on your cell phone while driving the kids to school, readers will pick up on that and never take it seriously. Little mistakes add up fast, and the end result will be a quick trip to the trash bin.
5. Be certain
Nothing creates doubt about the legitimacy of your campaign more than when you show doubt in your own legitimacy. Write clear and definitive copy that will convey the message that you know what you are talking about. Again, you don't have to write a masterpiece, but it is key to get to the point, and do it with confidence. If the reader believes you have expertise, they are more likely to be interested in your topic and consider using your service.
6. Know your audience
Whatever your email marketing campaign is about, you have to know your audience to achieve the best results. By understanding who you are writing to, it will help you select a style and tone that is fitting to your audience. If you are sending out important information about e-mail marketing (like this post for example), those in the email marketing industry might not actually need your service or be interested in what they already believe they know.
To find more valuable email marketing tips, please visit SimplyCast's resource center or if you have a question leave a comment and we will do our best to help you out.
on Feb 27, 2009
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