You have surely asked yourself more than once – how do I effectively send mailings? What should I do so that my mailing will gain results?
The following are a selection of marketing tips that can help in preparing an effective electronic mailing:
- Focusing the Subject Line – The subject line is the first chance you have to convince the recipient to open the letter. These are critical moments; therefore, the subject line must arouse curiosity, be tempting, but also not provocative or exaggerated, elements that make the mailing look like spam.
Recommendation: Turn to the reader personally in the subject line. A subject line that reads: “Daniel, are you interested in saving time…?” expresses personal concern for each recipient and improves the chances that he will read the letter. Using this tip can increase the opening rates by approximately 13% on average.
(Of course, an advanced mailing system enables you to do this automatically). - Focused Design – Despite the fact that you want to stand out and present something that will be memorable in the recipient’s mind, it is worthwhile to avoid overusing attention-getters, such as: bright text, exaggerated animations and the use of large fonts. These elements distract the recipient from the main idea of the letter.
- Use of a Regular Template – It is highly recommended that a regular template be used for your mailing, one that on one hand will include a uniform structure of the types of content, and on the other hand, flexibility and easy to edit. Creating a regular template has a number of advantages:
Easier for the recipient – The recipient can find the content he prefers to read with greater ease.
+ Identifies the sender – By using typical elements such as colors, fonts and graphic objects that are repeated (the business’ trademark terminology), the recipient knows where the letter came from and therefore will not hesitate to open it.
+ Saves time and money – A one-time expense for designing an inviting, attractive template saves time and money that are wasted each time you wish to send a newsletter and need to design it anew. - Clear Directions for Action – The letter should be written in a way that calls for action in an easy to understand way: where to click, what link to open, etc. It is important to note exactly what we expect the recipients to do. At the same time, the reader should not be distracted by an excess amount of links and offers. In the case of an advertisement e-mail, it is recommended that you focus on one or two links (to focus the recipients), and in the case of a newsletter, no more than four or five topics should be presented, in order not to drown the recipient in an ocean of information.
- Emphasis on words and avoiding the use of exclamation points – The use of exclamation points and very large fonts can cause the letter to be blocked by spam filters. Instead of using exclamation points, try to reword the sentence in a way that will emphasize the importance of the message in a more natural way. If there is still the need to emphasize text or a specific element of the mailing, it should be added as an image.
- Frequency of the mailing – Mailings sent at reasonable, set intervals will cause the recipients to develop a positive desire to receive the letter and will enlarge the marketing affectivity. Mailings sent at short time intervals are not positively received by most customers; at the same time, the recipients should not be kept waiting too long from mailing to mailing.
- Timing of the Mailing – The hour and day of the week has great importance and influence on the affectivity and the percentages of recipients who will open it. For private recipients, the mailing should be sent toward the end of the week (Thursday through Saturday) and during the evening hours. For business recipients, the mailing should be sent in the middle of the week (Monday, Tuesday or Wednesday) after 10:00 AM.
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