Email marketing matters


I get a lot of email newsletters. Some I signed up for, many I did not, and the majority of what I receive is pretty much crap. I don’t have time for crap, but I will occasionally open some if I’m bored just to critique them. I’m a marketer – your client is likely not. They will hit “delete” so that’s how important it is to get email done right in your office.

Be specific

Rob Shore once said, “Write emails that get opened, read, and acted upon.” Easy to say, harder to do. Emails must have an orderly flow, so being specific is really important.

Make sure your subject line is clear about your intent, but makes someone want to open it. If you put ANYTHING in this subject line which appears salesy or fake, it will likely be marked as SPAM by a good email program filter and then you’re gone, so make your subject lines clear.

Be aware of Responsive Web Design (RWD)

When most emails are opened on mobile devices, have you ever considered what your subject lines or first few sentences of text LOOK like on a phone? This is huge. And most email marketing platforms like ExactTarget, Marketo, Constant Contact, Emma, etc. let you write your email in an RWD format so they handle the graphics, etc. to respond to your design. I’m speaking just to the subject line and opening text.

Take the time to test a few out and know what this looks like and where words are cutting off, etc. Attention to little things such as this will pay off in better open rates.

Be sure to include a call-to-action

A call-to-action (CTA) must be in every email newsletter. What do you want your audience to do with this email?

  • Call you – tell them.
  • Forward this – tell them.
  • Use this – tell them.

For the most part, we are all cattle; we just want to be led to where you want us to eat, to sleep, and to drink. Use your voice and tell them what to do. (Nicely, of course!)

Be a person of action – if you are doing your own newsletter, this advice will definitely prove helpful. If you have someone else doing your newsletter, take the time out of your business to look at subject lines, intro text, and read the actual content going out. This may be the only tweak you need to make to improve your emails!


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