| It seems that what emerged as sound email principles | | | | the text for the link. Or you can offer the address |
| and etiquette apply just as well to email marketing. But | | | | without a hyperlink but as a 'copy and paste' option. |
| its not just email marketing... it's effective email | | | | - Avoid caps and excessive use of punctuation marks |
| marketing. | | | | That's basic email etiquette, which carries forward into |
| Where previously formal letters and faxes used to be | | | | your business communication. |
| the way to communicate with clients and potential | | | | - Offer an option to unsubscribe |
| customers, the shift to the 'softcopy' world of the Web | | | | Always offer a 'way out' for your recipients. An |
| has meant that this same type of communication | | | | unsubscribe link is expected to be seen at the bottom |
| would have to happen in a format pertinent to this | | | | of the email. |
| new venue. Email and email marketing asserted itself | | | | Providing your recipient with the option to continue |
| as the prime method of contact then. From brochures | | | | receiving emails or to terminate the reception shows |
| to customer support, everything can now take place | | | | caring and courtesy to the reader. |
| through a few types on the keyboard and few clicks | | | | Also ensure that an unsubscription is effective |
| of the mouse. | | | | immediately. |
| However, there still is a protocol and a proper manner | | | | - Easy to subscribe as well |
| for effective email marketing: | | | | Make it easy to subscribe as well. Provide links and |
| - Be clear | | | | offer a way to your guest book or how to provide |
| Email is a shortened form of communication. There is | | | | comments and feedback. This shows consideration on |
| no space for flowery and overtly ego-soothing | | | | your behalf. |
| language. Basic courtesy applies, like proper greetings | | | | It is also a good idea to let your readers know that |
| and such, but on the whole, emails should be short and | | | | they are free to forward the email as well. |
| clear. Get to the point as soon as possible. Let your | | | | - Make it easy to change subscription address |
| recipient know what is expected of him, what he | | | | This way, if a client or recipient changes his address, |
| stands to gain through this communication, and how he | | | | he can make sure the email follows as well. |
| can gain it (for example, what he has to do, such as | | | | - Make good use of your subject line |
| be within the first hundred to visit a site and thus earn | | | | The headline of your message should go in the subject |
| a discount) | | | | box, as this is the first glimpse recipients will have to |
| - Offer value, not information | | | | your email. Use it judiciously to convey information. |
| Provide incentive for the email reader to read and click | | | | - Address your recipients by their name |
| through. Add value to your communication. Attract and | | | | This shows consideration and a personal touch. You |
| seduce. Don't be surprised a boring, hum-drum email is | | | | definitely win over more people through a personalized |
| deleted as soon as the recipient reads the first few | | | | message than through an impersonal mass bundling. |
| lines. Entice, and do not provide too much information in | | | | - Avoid in holiday periods |
| the content. The website is there for this purpose. The | | | | This time is often holiday from emails too, so keep |
| email is for communication. | | | | email marketing communications to the minimum too. |
| - Prefer text | | | | You could however send out a message with the |
| Graphics take long to load and often emails with | | | | holiday's greetings and best wishes. |
| graphics and attachments are deleted immediately or | | | | - Consistency with corporate design |
| go to a junk mail folder. | | | | Having the same kind of layout and formatting as your |
| - Label your images if you use them. | | | | website and other business communication supports |
| Some people get only the text in an email in their | | | | ensures that someone recognizes your email at first |
| browser. If you include graphics but fail to label them, | | | | glance too. |
| the whole message may not make sense or the | | | | Once you have found the right template/format, use it |
| reader may not be enticed. Providing labels lets him | | | | every time. |
| know what stands at such a place in the message. | | | | - An email address that says who you are |
| - Use a hook | | | | People are more apt to trust a message with a From |
| You should aim to catch the attention of your reader | | | | line containing information about who you are and |
| from the first line itself. A good hook works then. Its | | | | where you're from. This will also prevent your email |
| message should be relevant and clear so that the | | | | from being listed as spam and from ending in the junk |
| customer can then immediately decide to read on or | | | | email folder. |
| not. Remember that a reader is won through the first | | | | - The landing page should fit the email and the offer |
| few lines itself. | | | | Make sure you are leading your reader to the right |
| - Support the hook | | | | destination through the links provided in the message. |
| In the body of your email, use relevant information to | | | | People hate wasting their time, and if this happens |
| support your hook and its message. However, be | | | | even once, you stand the risk of losing credibility. |
| concise, as this isn't an opportunity for an info dump. | | | | By tailoring your landing page for links, you also make |
| Your information should simply reinforce your hook. | | | | better use of your website to further engage the |
| - Be short and concise | | | | customer's interest. |
| Readers won't read every word that is down in an | | | | - Motivate newsletter sign up with a freebie or bonus |
| email. They usually scan the thing in whole. Use the | | | | Offer something in return as an incentive. This could |
| space you have succinctly to maximize the | | | | win you a lot of new subscriptions. |
| opportunity to grasp the reader. | | | | - Have good multimedia if you are using it |
| - Provide the most important information first | | | | If you are using audio or video, make sure they are of |
| Make efficient use of the top space of your email. | | | | good quality and can be accessed easily. |
| Many readers read email through a preview pane. The | | | | - Reply to requests within 24 hours |
| top third of your email will be displayed in this pane, and | | | | This is basically common courtesy but it pays to be |
| based on this information, a reader may decide to read | | | | recalled. Ensuring prompt replies show you care and |
| the full or delete the message already. | | | | value your customers. |
| - Use a legible and easy to grasp format | | | | - Email should be service oriented, not marketing |
| - Arrange your text in a manner that is pleasant to the | | | | oriented as with paper |
| eye. | | | | Your aim through email marketing is to inform and |
| - Delineate text and paragraphs using hyphens or lines. | | | | provide an 'easy' access to your company. |
| - Use legible font such as Georgia and Verdana in a | | | | - Customize so it doesn't look like spam |
| readable size. | | | | Make sure your message is unique in its content and |
| - Use bullets and lists to more clearly define your | | | | format so it isn't brushed off as spam. |
| message so it can be grasped at first glance. | | | | - Offer user control if possible |
| - Use the active voice | | | | Wherever possible, give your reader the opportunity to |
| The active voice 'involves' the reader in the message | | | | tailor your communications to him. People are most apt |
| and pushes him to react. | | | | to listen to the information they have asked for. |
| - Know your audience | | | | - Provide contact information for you |
| And write accordingly with appropriate wording and | | | | Always provide a way of contacting you. The |
| information. | | | | signature in emails is one of your greatest effective |
| - Avoid URLs that are too long | | | | email marketing assets. |
| Such addresses in emails can be difficult to click as | | | | By making use of these email marketing tips, you |
| they lose their link when they are 'broken' onto 2 or | | | | should be able to create a successful and effective |
| more lines. | | | | email marketing campaign. |
| Aim to have a URL on its own line. If needed, shrink | | | | |