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The All-Important Subject Line: Avoid the Forbidden Words!
What makes you open some emails, and not others? The subject line, of course! Creating a tantalizing and clever subject line with fewer than 40 characters is challenging but worth the effort.
Imply that your communication is relevant and brief with subject lines such as "Top 5 Tips for..." or "Best Ways to..." You can increase the chances of your email being opened by adding a little brand recognition to your subject line, e.g., "Fletcher Prince's Quick PR Tips."
There are some words, however, that you should never, ever use in a subject line. These spammy "forbidden words" will send your email right to the bulk folder. Show me the FORBIDDEN subject line words!
Because people are reading email on their Blackberries and cell phones, keep your subject lines under 40 characters (about 5-8 words).
There are a few words that can send your email right into the bulk or spam folder, however. Never, never use these!
These words and symbols may put your email right into the bulk (or spam) folder. Do not use the words free, sale, or advertisement in your subject line!
Avoid them in the body of your emails, as well. Also skip using the "$" sign, all caps, or lots of exclamation points or question marks.
Instead, substitute these words for "free:" "our treat" or "on the house" or "be our guest."
It's also actually against the law to promise something in your subject line (such as a free recipe) and then fail to deliver on that promise in your email.
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Cost-Effective and Viral: Why Email Marketing Works
Forecasters predict that spending on email marketing will double over the next two years, and for good reason. Managed correctly, email is one of the best ways to demonstrate your organization's value to customers and constituents.
Few marketing tactics are as affordable as email. Depending on the size of your mailing list, you can launch a professional campaign for a little as $25/month.
Results are easy to measure, as well.
The first step in planning your email campaign is to decide how frequently your customers would like to receive email. A typical mailing schedule might include a monthly newsletter and a card or announcement.
The next step is to segment your customer or member lists by their interests, buying behavior, or other attributes. You can do this on your sign-up list or with an online survey. Then, tailor the email messages and newsletters you send to those target audiences. With the advanced technology of today's email marketing services, this is much easier than it sounds!
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How To Build Your Email List
Hint: You don't have to buy anything.
Spam. We all get it, and we all hate it. There are even laws against spam. These best practices will give your email the best chance of reaching your readers.
Well-managed email campaigns are permission-based. That means that the members of your list know who you are and explicitly (or implicitly) agree that you can send email to them.
Using a purchased or rented list is never a good idea. So, how do you build your list?
Do you collect business cards at networking events? Ask your contacts if it's alright to add them to your newsletter list. If you're hosting an event, put out a sign-up list.
It's also considered permissible to email a customer who has purchased something from you within a year even if they haven't specifically stated that you could email them. That's because if someone buys something from you, it's considered a relationship.
The same can be said for paid membership organizations. But it's best to give these members of your list the option to confirm their subscriptions when they receive your email communications.
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