Email
Marketing Strategies - Sender Line More Important than
Subject Line
The
problem of spam email has become a huge annoyance to most
of us and with no real solution in site, if email forms
part of your marketing strategy (which it should),
here are some tips to help avoid your emails being trashed
unopened …
The
Sender Line Gets E-Mail Opened
Although
we work on crafting brilliant subject lines that both
create impact and elude spam filters, the unsung hero
of the day is more likely to be the sender line. Research
shows the sender line drives 65 percent of open rates.
Subject lines drive just 35 percent.
The
latest in sender-line theory shows the most effective
sender fields are (in descending order):
The
sender's name, if it's known to the recipient.
This can range from the well-known CEO of a company to a
day-to-day contact, such as the telephone receptionist.
Company
name, if it's known and respected.
An
unknown sender's name, as long as it's legitimate.
People are more likely to click on the name of a real
person than something that says "info@xyzcompany.co.nz"
or "your friends@xyz.co.nz." (We are more likely to open
an email with a real name on it, on the off chance it's
from a prospective client or a colleague whose name escapes
us.)
Don't
Overlook Referral Marketing
You've
heard it before: Put a forwarding message in your email.
You'd be surprised how often this old recommendation is
still overlooked.
Bear
in mind "business readers know the value of sharing ideas
and want to help their colleagues. So if they find something
valuable, they're eager to pass it along."
It's
up to you to remind them.
You
can supercharge your forwarding message by:
Provide
a reason for forwarding, such as the benefit of the product
will be maximised if everyone in the office uses it. Or
it's available for a limited time only at a reduced price.
E-Mail
Is a Personal Medium
Email
is"me-to-you" marketing ... so treat it as such
...
Address
the recipient by name if possible.
Personalize
as much relevant information as possible.
Make
sure a signature is included which includes name, phone
number/s and website link.
Write
to prospects the way a salesperson would. Get to know
their needs and wants. Making them feel good about doing
business with you. And sell to them in the way they want
to buy.
When
you sit down to write your email message, look at your
best customer profile. In your mind, create a picture
of a real person who fits that description. Think about
that person's day, the challenges he or she faces, and
what about your product or service would make his or her
life easier. Hand write a quick note to that person to
get your thoughts flowing. A good email letter will probably
come out of it.
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Taylor
:: www.wwwdesign.co.nz
::
Award Winning Website Design, Hosting & Maintenance
Phone/Fax (09) 817 9656 ~ Mobile (0274) 701990
