Successful eMail Campaigns
May 18, 2005
10 Strategies To eMail Campaign Success
Complements of Jay Berkowitz - Ten Golden Rules
1. The 40:40:20 rule from direct marketing is applicable to email.
-40% of your success will come from your offer (test, test, test!)
-40% from your lists (more testing)
-20% of your success from your creative design and testing
2. Test different subject lines.
-This is your first opportunity to create interest
3. Keep subject lines short (40 characters is optimal).
-Start with a compelling verb
-State the one primary purpose of the message
4. Avoid words like free, win, contest, Viagara and naked.
-They won’t get through the SPAM filters
5. Design your email with the Outlook preview pane in mind.
-Make sure the top portion of the email carries your key message
-This helps ensure clicks from people previewing that portion of the image.
6. Design your email to read top to bottom and left to right
7. A picture is worth a thousand words.
-An inspirational image, top left on the banner will immediately capture the reader's attention
8. Place your call-to-action in the bottom right portion of the email "above the fold"
-It’s visible on a normal computer screen and doesn't require scrolling.
-Use a colored button that looks obviously clickable and people are familiar with like an Outlook 2000 button
9. Use multiple calls to action
-Click here to start now
-START NOW
-Clickto begin!
-Test different interaction devises
-Offering a choice of buttons to click on or a scroll down option engages your prospect and gets the click.
10. Send your clicks to specific relevant landing pages NOT to your home
page.
-If a reader clicks on the “offer” take them to a page where they can buy
the product/service
-If a readers clicks on “read more” taken them to a relevant information page.
