Isn’t email outmoded? It is a running curiosity of many on what email marketing can do. In fact, competitive advertising mediums have appeared over the years, and many others had headed off to other advertising alternatives, such as Facebook and Twitter. While email marketing may not be grabbing as much attention compared to the newer advertising platforms, its potential to generate leads and convert more prospects for your business is not to be disparaged.
With that in mind, we would like to share some email marketing practices that can be used to generate leads for your business.
1. Include Incentives in Subject Lines to Increase Open Rates
The inclusion of incentives in a subject line can act as a good attention grabber for your email campaigns and this can bring in an increase of as much as 50% for open rates. “Free shipping when you spend $25 or more” and “Receive a free iPod with demo” are examples of good, incentive-focused subject lines.
2. Build Urgency in Subject Lines
By increasing the level of urgency in your subject lines, it can help to potentially increase your open rates. The idea behind this is to capture the hearts of recipients who are unwilling to miss out on this promotion race and give them some indication of what to expect once they open the email.
However, this practice can only be effective when it is used properly and at the same time, providing real value to it.
3. Keep the Main Message and Call-to-Action Buttons at a Visible Location
it is important to flash your call-to-action buttons at a visible location so that we’ll not miss the 70% of the recipients who may potentially click on that button. On top of that, any call-to-action should be repeated at least 3 times throughout the email so as to get the attention we needed from our recipients.
4. Keep Your Email 500-650 Pixels Wide
Avoid going wider than 650 pixels as this is quite a turn-off for the recipients then to scroll horizontally just to read the entire email.
5. Place Your Brand Logo at the Top Left-Hand Corner of the Email
Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. It is advisable to place your logo at the recommended location so as to attain high visibility for your brand name.
6. Write Concise and Compelling Subject Lines
A good subject line should be short and sweet with no more than 30 to 50 characters in it. Go straight to the point by highlighting the incentives and deadlines for promotion to increase the level of urgency in your email campaign.
7. Create Email Campaigns Close to Landing Pages
Your email campaign and landing page should match in terms of headline, copy, and content. The design or appearance of your landing page should also look similar to the email campaign.
At the same time, it is important to avoid mistakes such as linking to the wrong landing page as this will incurred higher bounce rates for your email campaign.
8. Conduct Test Blast
Send a test blast copy to yourself using different email clients such as Outlook, Mozilla Thunderbird, Gmail, Yahoo! Mail and Windows Live Hotmail. This helps you to reconfirm if the design, fonts and links are correctly incorporated before doing the blasts to your subscribers.
Email Marketing may be considered as one of the most traditional online advertising tool, yet it is without a doubt reliable in meeting your marketing goals. Eventually these efforts will be translated into loyalty from your subscribers and even conversions as it goes.
Image Courtesy of Nethzah