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Identifying your best prospects is our business!
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We know about more e-mail lists than traditional list brokers who aren’t selling web-marketing space as well. See E-Mail List Brokerage or contact us to find out more!
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1. Focus on a single subject
It may be tempting when developing e-mail message content to tell customers and prospects about everything you’re doing at the moment. Resist this temptation! Never forget that, in general, your readers are busy people with short attention spans. They will likely have sufficient time and interest to digest only a single message from you at a time. If someone wants more information, make sure there’s a link they can use to get more information.
2. Keep the message content brief and to the point
When people receive a lengthy e-mail message, especially during business hours, they are more likely to ignore it, sometimes with the intention of returning to it later.
Some experts recommend that you keep copy around 200 words optimal - 500 words maximum.
Also, think "preview window" or from the newspaper business, “above the fold”. To get someone to read on, you have to generate interest in the top two inches of your e-mail.
3. Write a compelling SUBJECT LINE – in 50 characters or less!
A major challenge is writing a subject line that makes readers want to open the message and keep reading!
A good subject line effectively communicates the content of an e-mail message and interests the reader immediately. The subject should also convey a sense of honesty, which will typically mean avoiding the use of hyped-up language (ie FREE, FREE, FREE!)
Exaggerated, over-the-top e-mail subject lines are also likely to get you caught in the vast web of e-mail filters deployed across the Internet. There are lists of words that immediately relegate your message to the spam bin. Avoid using a subject line that might cause your e-mail to be perceived as spam; otherwise your customers and prospects may never see it.
4. Be creative with your FROM line too
Be aware of whether the particular list you’re using puts the list renter’s name in the from line or the list name itself. If your name is not in the from line, you might want to put it in the subject line.
You can be creative with the from line; it doesn’t have to just be your company name. Instead of “Prospects To Go”, the from line can read “Prospects To Go Webcasts”, “Prospects To Go Roadshow”, “Prospects To Go Announcements”, etc.
5. Demonstrate benefit and value
It’s often not enough to simply tell your users what it is you’re offering them; you must also let them know how your product or service will benefit them. Don’t assume people will try to figure this out for themselves.
6. Include a call to action
Once you have your reader’s attention and have effectively involved them in whatever message you’re attempting to convey, you should tell them exactly what it is you want to them to do.
Make sure that your request is focused and actionable; simply asking them to visit your new product website is not specific enough. Instead, tell them precisely what action they should take. Invite them to sign up for your company newsletter or a seminar, for example, or download an evaluation version of your new software product.
7. Run your creative through a content-checker.
The definition of what is spam is constantly changing. Identify a good content checker, and even consider having a professional service evaluate your HTML template. Statistics vary but we’ve seen reports that 15-40% of e-mails are filtered and never make it into the recipients’ inboxes so it’s imperative to do everything you can to make sure you aren’t unintentionally adding to your undeliverable rate.
8. Drive responses to a website and insert links to your web page throughout the message
The simplest and most effective e-mail response vehicle is driving traffic to your web URL. An 800 number is probably the second most effective. Your URL should appear in the first few sentences of the message - why make someone wade through the entire message if they can quickly decide they are interested? It should also appear at the bottom as well - and in the middle if it makes sense.
Use the format: http://www…, which triggers most e-mail clients to create an active hyperlink in the e-mail. This means that recipients using newer copies of Internet Explorer or Netscape can immediately jump to your website while reading your message, just by clicking on this link. Also if you have an e-mail address in your copy, use the format mailto:info@prospectstogo.com as this will create a hyperlink to the e-mail address. Remember your message may be viewed any time of any day and it has a very short life-span. Ensure that your response vehicle is immediately available at all times.
9. Consider audience characteristics.
Optimize for two types of readers. Some will read bullet points only, while some want details. Test to determine your readers' preferences and then split accordingly.
Also, test to find the best "voice." Base this on your audience; conversational works for many, but not necessarily for all.
10. Legal Matters
Be sensible, not sensational. Don't bury disclaimers.
Have your legal team make sure that the correct trademark and copyright information is included to help protect your brand in the electronic world.
Also, make sure you are CAN-SPAM compliant (See our PDF Order Guidelines) or your order will be delayed in processing.
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