It’s fun, and often very effective, to send emails related to annual holidays and events, like Easter! They’re also incredibly easy to set up…
In an eye-tracking study done by the Nielsen Norman Group, they found that reading behaviour online was fairly consistent and can be used to better lay out your email newsletter. On the whole, users first read in a horizontal movement, usually across the upper part of the content area (the F’s top bar). Then they move down the page a bit, and read across in a second, shorter, horizontal movement (the F’s lower bar). Lastly, users scan the content’s left side in a vertical movement (the F’s stem).
Here are five simple ways to improve your response by fine-tuning your subject line: A typical inbox shows about 60 characters of a subject line, and a smartphone shows about 25 to 30 characters, so keep it short. Put the most important information at the beginning, in case the rest gets cuts off…
This is a pet peeve of mine… Most email newsletters I receive manage to include an ‘Unsubscribe’ link at the end of the email. (Most, not all – but that’s a different conversation…) Some include an ‘Update Profile’ link, some even manage a ‘Forward to a Friend’ link, but LOTS don’t include a ‘Subscribe’ link.
Ever thought about sending your readers a birthday card on their birthday? What about a mutually beneficial offer? (You sell something and they get a gift!) Consider the Marketing Manager of a hotel who wants to make her guests feel welcome…
Yup, I’m jumping on the Valentine’s Day bandwagon and why not? Treat your readers like you’d treat your Valentine and you may just get lucky! 1. Don’t Kidnap your Date – It’s illegal in both senses… You wouldn’t run up to a potential date on the street, tackle them and throw them into your car, even IF you were planning a delectable dinner for two with champagne and a helicopter ride over the city.
Split testing is a way to test various elements of a campaign (eg: subject line) to check which gets a better response. Example: Send Email A (using subject A) to 25% of your database. Send Email B (using subject B) to another 25% of your database…
I discovered Writers Write many years ago and have been on several of their courses since (my dream of writing a novel is not dead yet!). They run practical, inspiring workshops in creative writing but their business writing courses are also something special. If you’re serious about writing a decent business newsletter, their Plain Language Programme is the way to go.
Want to learn more about who’s on your database and what interests them? Develop content they can’t help but want! Write an article, build a checklist, get an interview with a visionary in your field – anything that will make your readers stop and look.
Subscribe and receive our Email Marketing Manual so you can audit your email campaign and dramatically boost your response. The manual includes:
– Email Campaign Planner
– Spam Trigger Audit
– Pre-Send Checklist