- Let them make an open/delete decision quickly. Simply read your email copy and think if you can answer these questions in two seconds or less: Who sent the email? What’s in it for me? What do I need to do? Ideally you should be able to answer these questions after reading the Subject line and the snippet text (first lines of the message content that usually show up in the message preview screen). Remember that most of your subscribers are time-pressed people and they will decide to either open or delete your email after reading your subject and a few first lines from the email body. Write your Subject line clearly and don’t drag out with your value proposition.
- Provide all the details in the email content. Once you grabbed the reader’s attention and made them open your email, it’s a great step forward but not yet everything. Your goal now is to make the reader respond to your proposition. The more details you provide the more persuasive and seductive your offer will be. If you sell something, state the prices upfront. If you offer any discounts, tell them clearly how much money they will save not the percentage off. Better yet if you also mention about minimum purchase requirements, payment methods, shipping channels and other appropriate details. Include a link to the promotion landing page instead of your home page. And be sure to test the link and the whole ordering process before sending the email.
- State clearly your email frequency and keep your promise. It cuts both ways. From one hand, you can’t afford yourself emailing too rarely because they will forgot you. From the other hand, nobody wants to be bombarded with email promotions and offers every other day. Depending on your online business, you need to find the golden mean – the optimal email frequency that you will stick with – and state it clearly on your signup page or in the newsletter itself. If you have options to change the email frequency, provide a link to the page where the readers can lower or raise the frequency they want to receive your mailings with.
- Make it easy to share the email with social networks. Email readers, and women in particular, are used to share the product they liked with their friends and relatives. Often a friend’s referral works like an incentive to look at the product and even purchase it. So, why not add an option that lets the reader click a link to post your email on their social networks? You’ll only benefit from more exposure and more buyers. At least, consider adding “Forward to a friend” option that is not as much powerful as social networks but better than nothing. If you offer is oriented to your subscribers or customers only, state that clearly in the email and ask the reader not to share it with anyone else. Furthermore, I think that Twitter is a great tool for interacting with your subscribers. Just add a “Follow me on Twitter” link at the end of every email message you send. I think setting up a facebook group specifically for your subscriber lists is a pretty good idea to allow them to interact with you and within themselves.
- Make it easy to unsubscribe or update the user’s profile. I bet you heard it a million times before but I’ll still repeat: the unsubscribe process must be clear and easy and the opt-out option must be placed at a visible place in your email. And of course, you need to make sure your opt-out process works and your readers won’t get emails after they unsubscribe.
Tags: about your subscribers