Subject Lines
Subject lines that increase open rates:
- Include brand or company name
- Have punctuation
- Most important information in first 45 to 50 characters
- Are longer – for newsletters
- Are shorter – for promotions
Include offers
- Test subject lines - they drive open rates.
- Test personalization of subject line – it will improve results.
Compelling Offers
Use offers that are appealing and targeted. Here are some examples:
- Discount off first purchase that is over a certain dollar amount
- No shipping and handling with purchase over a certain dollar amount
- Sign up for special money-saving offers or for e-newsletter
- Awards program points
- White papers or “webinars” (work very well for business-to-business)
- Contests and giveaways
- Premiums with purchase
- Time-sensitive offers
- Use compelling copy that answers WIIFM (What’s in it for me?)
At Least Two Calls to Action
- Focus your message on collecting an email address.
- Give recipients a compelling reason to register at your site - then YOU own the name!
- Links – no more than three.
- Keep message short and sweet.
- Recipient may not know of your company you must get to the point quickly and make it an easy read.
- Keep pertinent info above fold – remember the preview pane.
- Include offline contact information.
A Test Plan
Marketers who test have better results – holds true for all email programs.
- Set control and test cells.
- Test only one element or variable at a time.
- Control tests so that recipients are exposed to the tests at the same time.
- Create tests cells that can be measured.
- Test segment quantities should be even.
- Set test groups that will net at least 100 responses.
- For large mailings, test 5 percent of cells or A/B splits.
