“Command’s Email marketing service has opened up new doors to marketing to our existing clients and prospecting for new ones. We didn’t even know our marketing potential… with their guidance we have added completely new dimension to our business”
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Email address and subject line.
The first two things that your target audience will see after you send an email broadcast is from what email it came from and the subject line. The from email address that the recipients see should be something they recognize and trust. Unless the people on the list know who the person the email is coming from, the email address should be info@company name or something short that states the company name. Unfortunately with the subject line you do not have the luxury of grabbing their attention with a lot of words. The subject line can determine whether your subscriber opens your email, deletes it or mistakenly reports it as spam. This means that smart marketers must take full advantage of clever copywriting techniques to boost response. As a marketer, you invest hours of time into every email campaign. The message you convey is extremely important to you – and to your company. Yet, when your campaign is finally launched, the only piece your subscribers may see is an instantaneous new email message waiting in their inboxes. This email arrives amid a myriad of other messages from their bosses, co-workers, friends, family members, and other organizations. It’s also possible that your important email campaign will appear alongside several spam messages. At this moment, your subscriber has to decide whether or not they want to open your company’s email or delete it based on several factors; including the quantity of email they’ve received, the importance of other competing messages, and their own personal or professional time constraints. The entire process involved in determining whether or not to keep a message takes, on average, only about a half second. But an effective subject line can push your message from received to opened status just as quickly.
• Your subject line should clearly and effectively convey the content and purpose of your message.
• Once you realize the importance of your subject line, it’s easy to get overzealous and cram in as much information as you can. But, studies indicate that shorter subject lines are better. The ideal length is six words or less.
• When you include your company name in your subject line, you promote and reinforce your brand, increase credibility, and let your subscribers know that your email is from a trustworthy source• Integrate popular keywords in your subject lines to validate your message. Also, stay away from overused, spam-triggering words like free, guaranteed, or approved. You should also avoid using unnecessary marks like exclamation points. Excessive and unnecessary symbols don’t improve response, but instead diminish it
• Develop a subject line that truthfully reflects your email body content
• When you personalize the subject line with the recipient’s name, you measurably increase open rate.
• Like any other ad campaign, email marketing success soars when you provide a discount or offer in the subject line. If you set a time limit or expiration, your response grows even more
Critical Elements to the Successful Welcome Message
Your subscriber has signed-up for your newsletter or customer communications because he or she wants to hear from you. In an environment burdened with spam and other unnecessary email, this requires a great deal of trust. At this stage, your new list subscriber is extremely receptive to your message. Use their trust and this opportunity wisely.
Let’s consider what your customer wants and what questions they may have at this point in your relationship. First, they want to be reassured that their information is safe, so they don’t receive mounds of spam in the months to come. They may also want to know how many emails they can expect from you. If they also signed-up for an account, they’ll want to know how to use it and where to update their information in the future. Finally, they want to know how to unsubscribe, should they ever change their minds.
Important components of the body of the email
• Personalization: Gather your new subscribers name and any other demographic information you might need to personalize your email. At a very basic level, include his or her name in the salutation. More advanced techniques might include product or service recommendations based on their preferences or event listings based on their geographic location.
• Thank You: Sincerely thank your new subscriber for signing up. This took a big leap of faith.• Confirmation: Let your subscriber know that they have been successfully added to your list.
• What They Can Expect: How frequently do you send emails? What will your communications include – articles, tips, discounts? Tell your new subscriber what they can expect in the months to come.
• Benefits, Benefits, Benefits: Always tie your message back to the benefits they’ll gain with their subscription. Will your new subscriber receive exclusive discounts, event announcements, or weekly articles on topics they’re interested in?
• Send an Exclusive Reward: Consider offering each new subscriber an exclusive discount coupon on their next purchase as a thank you for signing up.
• Tell a Friend: While their interest in your company is still at its peak, ask your new subscribers to spread the word by telling their friends, family or colleagues. You can even provide a send-to-a-friend link at the bottom of your email.
• Full Contact Details: Include the company’s complete address, phone number, email and website address. This further reinforces your company’s integrity and builds trust.
• Privacy Commitment: Reaffirm your commitment to privacy; sending a link to your full Privacy Policy should they want more details. You should also reiterate your unsubscribe procedure.
• Call-to-action: Include a clear call-to-action to encourage purchases
In order to craft an effective email marketing campaign, you must carefully balance the needs of your audience, the message you want to communicate, and the technology that allows you to manage the interaction. In order to increase your response rate, you must be sure that your email has all of the correct items in place - appealing subject lines, exciting graphics, inspiring content, clear calls-to-action and tempting offers. Art is all about form and content, and like art, your emails must inspire your audience to perform your end goal.
Other creative ideas
• Emotions verses Evidence - Art is a combination of creativity and skill in a chosen medium or form. It is an appealing and thought-provoking expression of the artist’s beliefs and desires that he or she wishes to communicate with the world, and it evokes an intuitive, emotional understanding from its audience. The same can be said for email marketing. You must develop creative email campaigns that connect with your subscribers. You must use attractive graphics, engaging content, and alluring offers to capture the attention and interest of your audience. And your emails must be compelling enough to persuade the readers to take action.
• Creative Components of Successful Email Campaigns - The creative components of email marketing include the features of the email that the recipients see. They are responsible for gaining the attention and trust of each subscriber and tempting them into taking action on your offer.
• Offers and Calls to Action - The first thing that the recipients should see when they open your email is the reiterated offer from your subject line and the call-to-action. You have less than three seconds to capture the interest of your readers, and if the offer and CTA is not visible immediately you will lose them. There is an art to creating tempting offers as you must make your audience feel that there is a value to what you are offering and that they are getting a great deal on it. You must choose your words carefully, noting the impact and implication of each and every word. For example, the offer “1/2 off” and “Last day to save 40%” produce different feelings and reactions, and it is important for you to understand the emotional value of your messaging. Even though the first offer is for a greater discount percentage, it brings to mind a bargain basement sale full of old items that the store is desperate to get rid of because no one wanted them. The second offer is much more appealing as it implies that the items will only be marked down a limited time before they return to full price.
• Images - While an email marketing best practice is to offer subscribers a choice between receiving plain text and HTML messages, the use of graphics in the HTML version will greatly increase the emotional aspect of your emails as long as you choose your images wisely. Like all great works of art, the right image grabs hold of you and expresses feelings and emotions. The graphics you choose for your emails must convey to your readers that their lives will be happier, more exciting, and better if they take advantage of your offer.
The first two things that your target audience will see after you send an email broadcast is from what email it came from and the subject line. The from email address that the recipients see should be something they recognize and trust. Unless the people on the list know who the person the email is coming from, the email address should be info@company name or something short that states the company name. Unfortunately with the subject line you do not have the luxury of grabbing their attention with a lot of words. The subject line can determine whether your subscriber opens your email, deletes it or mistakenly reports it as spam. This means that smart marketers must take full advantage of clever copywriting techniques to boost response. As a marketer, you invest hours of time into every email campaign. The message you convey is extremely important to you – and to your company. Yet, when your campaign is finally launched, the only piece your subscribers may see is an instantaneous new email message waiting in their inboxes. This email arrives amid a myriad of other messages from their bosses, co-workers, friends, family members, and other organizations. It’s also possible that your important email campaign will appear alongside several spam messages. At this moment, your subscriber has to decide whether or not they want to open your company’s email or delete it based on several factors; including the quantity of email they’ve received, the importance of other competing messages, and their own personal or professional time constraints. The entire process involved in determining whether or not to keep a message takes, on average, only about a half second. But an effective subject line can push your message from received to opened status just as quickly.
• Your subject line should clearly and effectively convey the content and purpose of your message.
• Once you realize the importance of your subject line, it’s easy to get overzealous and cram in as much information as you can. But, studies indicate that shorter subject lines are better. The ideal length is six words or less.
• When you include your company name in your subject line, you promote and reinforce your brand, increase credibility, and let your subscribers know that your email is from a trustworthy source• Integrate popular keywords in your subject lines to validate your message. Also, stay away from overused, spam-triggering words like free, guaranteed, or approved. You should also avoid using unnecessary marks like exclamation points. Excessive and unnecessary symbols don’t improve response, but instead diminish it
• Develop a subject line that truthfully reflects your email body content
• When you personalize the subject line with the recipient’s name, you measurably increase open rate.
• Like any other ad campaign, email marketing success soars when you provide a discount or offer in the subject line. If you set a time limit or expiration, your response grows even more
Critical Elements to the Successful Welcome Message
Your subscriber has signed-up for your newsletter or customer communications because he or she wants to hear from you. In an environment burdened with spam and other unnecessary email, this requires a great deal of trust. At this stage, your new list subscriber is extremely receptive to your message. Use their trust and this opportunity wisely.
Let’s consider what your customer wants and what questions they may have at this point in your relationship. First, they want to be reassured that their information is safe, so they don’t receive mounds of spam in the months to come. They may also want to know how many emails they can expect from you. If they also signed-up for an account, they’ll want to know how to use it and where to update their information in the future. Finally, they want to know how to unsubscribe, should they ever change their minds.
Important components of the body of the email
• Personalization: Gather your new subscribers name and any other demographic information you might need to personalize your email. At a very basic level, include his or her name in the salutation. More advanced techniques might include product or service recommendations based on their preferences or event listings based on their geographic location.
• Thank You: Sincerely thank your new subscriber for signing up. This took a big leap of faith.• Confirmation: Let your subscriber know that they have been successfully added to your list.
• What They Can Expect: How frequently do you send emails? What will your communications include – articles, tips, discounts? Tell your new subscriber what they can expect in the months to come.
• Benefits, Benefits, Benefits: Always tie your message back to the benefits they’ll gain with their subscription. Will your new subscriber receive exclusive discounts, event announcements, or weekly articles on topics they’re interested in?
• Send an Exclusive Reward: Consider offering each new subscriber an exclusive discount coupon on their next purchase as a thank you for signing up.
• Tell a Friend: While their interest in your company is still at its peak, ask your new subscribers to spread the word by telling their friends, family or colleagues. You can even provide a send-to-a-friend link at the bottom of your email.
• Full Contact Details: Include the company’s complete address, phone number, email and website address. This further reinforces your company’s integrity and builds trust.
• Privacy Commitment: Reaffirm your commitment to privacy; sending a link to your full Privacy Policy should they want more details. You should also reiterate your unsubscribe procedure.
• Call-to-action: Include a clear call-to-action to encourage purchases
In order to craft an effective email marketing campaign, you must carefully balance the needs of your audience, the message you want to communicate, and the technology that allows you to manage the interaction. In order to increase your response rate, you must be sure that your email has all of the correct items in place - appealing subject lines, exciting graphics, inspiring content, clear calls-to-action and tempting offers. Art is all about form and content, and like art, your emails must inspire your audience to perform your end goal.
Other creative ideas
• Emotions verses Evidence - Art is a combination of creativity and skill in a chosen medium or form. It is an appealing and thought-provoking expression of the artist’s beliefs and desires that he or she wishes to communicate with the world, and it evokes an intuitive, emotional understanding from its audience. The same can be said for email marketing. You must develop creative email campaigns that connect with your subscribers. You must use attractive graphics, engaging content, and alluring offers to capture the attention and interest of your audience. And your emails must be compelling enough to persuade the readers to take action.
• Creative Components of Successful Email Campaigns - The creative components of email marketing include the features of the email that the recipients see. They are responsible for gaining the attention and trust of each subscriber and tempting them into taking action on your offer.
• Offers and Calls to Action - The first thing that the recipients should see when they open your email is the reiterated offer from your subject line and the call-to-action. You have less than three seconds to capture the interest of your readers, and if the offer and CTA is not visible immediately you will lose them. There is an art to creating tempting offers as you must make your audience feel that there is a value to what you are offering and that they are getting a great deal on it. You must choose your words carefully, noting the impact and implication of each and every word. For example, the offer “1/2 off” and “Last day to save 40%” produce different feelings and reactions, and it is important for you to understand the emotional value of your messaging. Even though the first offer is for a greater discount percentage, it brings to mind a bargain basement sale full of old items that the store is desperate to get rid of because no one wanted them. The second offer is much more appealing as it implies that the items will only be marked down a limited time before they return to full price.
• Images - While an email marketing best practice is to offer subscribers a choice between receiving plain text and HTML messages, the use of graphics in the HTML version will greatly increase the emotional aspect of your emails as long as you choose your images wisely. Like all great works of art, the right image grabs hold of you and expresses feelings and emotions. The graphics you choose for your emails must convey to your readers that their lives will be happier, more exciting, and better if they take advantage of your offer.
“Command’s Email marketing service has opened up new doors to marketing to our existing clients and prospecting for new ones. We didn’t even know our marketing potential… with their guidance we have added completely new dimension to our business”
