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1. Subject Lines Sell
If your prospective customers do not open the e-mail, you have a zero percent chance of converting the sale. Do not create a mysterious or misguided statement in the subject line… such as, "How's it going". Effective subject lines include:
1. the purpose of the email
2. a special offer
3. a strong call to action
Example >> Build an Online Store > 30 Day Free Trial. Start Building Today!
Purpose >> Build An Online Store
Special Offer >> 30 Day Free Trial.
Call To Action >> Start Building Today!
2. Grab your Readers Attention
The first couple of sentences are mission critical to the success of your campaign. Focus the first few lines on what they get, not what you offer.
3. Keep It Simple Stupid (KISS)
Your mailing should contain 2-3 paragraphs - roughly 225 words. The body of the text should contain "key" product or service benefits, with a strong call to action in order to close the offer. Instruct the reader what to do (i.e. "click here to purchase").
4. Clear, Concise & Compelling
A successful mailing contains concise sentences and is written in the active voice. If you fail to engage the reader, you will lose the sale. If you are inexperienced, consider hiring a copywriter.
5. One Offer Per Mailing
Focus your message on one product or service. Do not dilute your message by focusing on multiple items or promotions.
6. Include a "PS"
PS (Postscripts) grab attention and can be an effective element in closing the deal. The PS should summarize your offer and restate your call to action.
7. Clean Design & Copy
Readers often scan copy, so make sure you bold text and use bullets and italics to highlight key elements.
Other points to consider:
a. Avoid heavy CAPS and exclamation points!
b. Set text width to 66 characters or less per line
c. Avoid breaking or "wrapping" hyperlinked URL's (it causes technical problems)
d. Send mass mailings at night to avoid server congestion
Take advantage of e-mail capabilities and learn from your successes and failures.
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