Sending emails to your mailing list is one of the most effective methods to quickly communicate something important, is a promotion, an offer, launching a new product, an invitation to an exclusive event, etc..
Know exactly the message you want to spend and what action you want people to have after reading the mail is indispensable. For this to happen we must, of course, actually open the email.
An email newsletter is not one. Often confused with an email newsletter, but this is even an email, an email. The message to communicate should be short and direct. The aim is to know something, to arouse interest and lead to action.
Design
1. Button vs. link in the text
Which of these attracts the most attention? Considering that more than half of its mailing list reads emails with images off, so can be lost if the "call to action." Send an email with a button for half of its mailing list and send another email with a link to the text in half and compare results. And remember, instead of using a generic message like "click here", either the button or link in the text, use a "call to action" specific, like "buy now" or "learn more" or " Save 20% now "(obviously depending on the objective of the mail).
Vs. 2.Com navigation bar. no navigation bar
A navigation bar can be exactly the one that has the website. But is the space it occupies, especially at the top of the email highlighted justifies something? After all is also a little strange to put a personalized email with a navigation bar.
3. Call to action or offer in "snippet text" vs. in the text
A "snippet text" is just the first sentence that appears after the phrase "Subject" (or subject line), in a preview. A phrase that often appears in a "snippet text" is "click here to view this email," redirecting to a web page where you can view the email. This phrase may seem perfectly appropriate, but if we consider that few people click on the link to view your email in a web page and also consider that this sentence does not contain any information about the offer or the "call to action" and even less about the product / service or company, then you probably should reconsider its location.
Include a call to action or offer in "snippet text" is the same that bring out the most important information email the eyes of readers who are reading the inbox quickly and decide which emails to open.
I am not saying however that should not put a link to the web version of your email, just not the best idea to put it in the first sentence of the email.
4. Text vs. HTML
The longest debate in the design history of emails now appears again with mobile users, whose "smartphones" can change the html message. If you choose the HTML version, including a choice of text for people to choose to view.
5. Text on the right side versus administrative. in the back
Some emails contain links and contact details and web addresses at the end of the email. Contact details and website address should be highlighted and on the right side is a great choice.
6. Vs. multiple images. an image
A large single image can be interesting, but it is a magnet for the email is considered spam. Replace a large image of two or three smaller ones can make a difference.
Links
7. More links vs. fewer links
If you think more links is better because it gives the reader more access to its website and more chances to find something to buy, then think again. Eg mobile phone users. will have difficulty seeing all links in a short paragraph. Reduce links to essential calls to action. You can also take the test to send an email with links to at least half of your mailing list and an email with more links to the other half of your mailing list and see who got more results.
8. Send to a friend
Place a link so that the reader can forward the email to someone quickly and easily. Some statistical software also allow you to easily check who forwarded the message and email address for which it was sent.
Content
9. Quote of the specific subject vs. Quote of the general subject
Place a call to action in the subject (subject line) instead of the generic name of the company, or place something that gives tips on content and to arouse the curiosity, or ask a question! Be direct and original. Think if you would open the email with their own particular phrase.
10. Quote of the Subject vs long. Quote of the short subject
Several studies suggest that phrases in the subject line longer reach people who will surely buy. However, do not overdo it and make sure that the phrase continues to direct and the most important words first appear. For example: "Today 20% discount with no shipping fees" instead of "Today 20% discount."
11. Personalized Email Email vs. non-personalized
A personalized email has a% success rate much higher. A personalized email is directed to a specific person because it contains the name of that person, it makes you feel involved and especially to receive the message, paying more attention to it. If your email does not send custom, consider starting to do so.
12. Vs. long text. Short text
Many copywriters discuss this issue, but what potential buyers prefer? If we consider that each person receives hundreds of emails, it is easy to see that short and direct is the best option. Moreover, the aim is to arouse curiosity and willingness to take action quickly and that readers click on the links and be redirected to, for example, a specific landing page.
13. Alt text with calls to action vs. no alt text or a simple description
Alt text appears when images are blocked and consists of words that describe an image HTML. So is a good idea to place calls to action here instead of just having words like "one product image."
Offer
14. Offer vs. amount. % offer
If you normally give a discount of% (20% for example) try to specify the amount that will save the person to bring more attention (obviously this will depend on the type of product / service and hearing).
15. Plus / minus vs. offerings. less / more offers by post
Typically places only one bid, add an alternative for readers who do not want their main offering. Instead, it usually offers three or four e-mail offers, you may be losing the focus of attention and disperse, causing people to wonder so many offers. Make sure the subject line reflects this change.
Frequency and Timing of messages
This is a tricky area, because increasing the frequency can lead to spam complaints and unsubscribes. Never increase the frequency, especially during peak season like Christmas shopping without first testing and statistics, unsubscribes, click through, etc..
16. Time vs. regular shipping. over time opens
You can reach more potential buyers at a time when they are more receptive to open your email and can not be at the same time. You should know their customers and their online behavior in order to decide the best option and height. Best days / hours may vary because it may depend not only on the time of the month or day of the week but also the time of year. Use your CRM program in order to provide statistical data about their customers that allow to make the best decision.
17. Days vs. regular shipping. unexpected day
The same principle is applicable here. There is no set formula, which will decide is the type of product / service offering, the online behavior of customers, market trends, the marketing objectives and sales you have and the activities of the competition.
Note of caution: Test and test again
No change in your email should be made without prior testing. It is best to test first and make sure that the change makes sense and works to dispose of its entire mailing list.
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Hello Alexander, okay?
Working with email marketing in Brazil for almost three years, and I would ask your permission to publish the contents of this post on my blog http://www.marketingradar.com.br
Sincerely,
Maximilian Foster
Sorry for the delay.
Of course you can publish. Just mention the source.
Success,
| Portfolio | http://www.alexandrelattari.com
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Hi Alexander, okay?
Your post very good, congratulations! I find it very interesting features which promote professional, complete, and against the practice anti-spam.
As this is an issue that increasingly is "in vogue", I would make the blog emailmanager for future research, content, best practices, etc ...
I would also like to know your opinion about the tool emailmanager, is it possible?
I look forward in
Hugs
Nina Rose
Content Management
Hello, I wrote a very interesting article on "The importance of the frequency for sending e-mail marketing"
Every sale made by your ecommerce site, you not only makes the sale, but also creates a relationship with the consumer, which allows you to, if authorized, send periodic e-mails to consumers and thus convert it into a usual customer their products and services. Your clients and their permission to receive your emails, even when not on the balance sheet of your company, are a valuable asset!
I wanted to leave a tip from reading the full article