We know that email marketing is a cheap
method to reach our customers, prospects
and subscribers. However, the increasing
amount of unsolicited commercial email
is clogging up the inboxes of everyone.
So how do you improve the chances
of making your email stand out from
junk mail? (And I’m assuming you’re
not sending out unsolicited email.
If you are, shame on you.)
First, you want to make it easy for
your subscriber or prospect to
quickly identify that it’s from
someone they know “you.”
Make sure that your “From” line
uses your full name rather than
something generic like “Webmaster.”
You want to burn your name into
your prospect’s mind. A webmaster
could be anyone.
Never use ALL CAPS in your
subject line
Don’t use an exclamation mark
“!” either.
Use the same phrase repeatedly
in the subject line whenever
you send an email. For example,
in my ezine, I use my initials
DC in the subject line: “DC Web
Success Ezine.” So if you’re
creating an ezine make sure you
use the title consistently.
Put your prospect or subscriber’s
name in the subject line, e.g.
“Susan, Get This Special Report.”
(This is easy to do if you use
an autoresponder. Get one at
http://www.GetResponse.com)
Spend time on creating an attention
grabbing subject line that will
entice the reader to open the email,
it’s as an important as creating a
headline for an ad. But be careful
not to use words (such as Free) that
could target your email by anti-spam
software.
Write two or three compelling
subject lines. Then divide up
your “Opt in” mailing list and
test to see which subject line
gets the most response or
clickthroughs.
Apply these techniques and you
stand a much better chance of
having your email read, not
sent to the prospect’s “trash”
folder.
About the Author
Dave Coyne is a copywriter,
marketing consultant and president
of DC Infobiz.
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