In a recent post entitled “Improve Your Email Marketing Etiquette For A More Successful Campaign”, I covered some of the basic email etiquette principles which will help increase the success of your marketing campaigns.

In this post I am going to look at four further ways you can improve your open and read rate by personalising the way you approach your email marketing campaigns.

Personalise Your Emails

When an email lands in your inbox the first thing you notice is the subject line, so many marketers will try and optimise this the its fullest in order to entice the recipient to open it. The first hurdle of email marketing is getting people to open the email rather than just deleting it, so I recommend you use the prospect’s name in the subject line as this immediately stands out.

Something like “Sean, download your six free cheat sheets today” will work much better than just “Six Free Cheat Sheets”, as the second example screams Spam email. Continue to use the prospect’s name throughout the email as this personal feel should encourage them to read on.

Give Them A Name To Reply To

The personalisation approach works in two parts; not only should you refer to the prospect by name, but you should also refer to yourself by name. Make sure the email comes from a real person, with a real name and a proper email address that the prospect can respond to. After all, email marketing is all about engaging and requesting a response, so if they can’t reply to you directly then they’re not likely to respond at all.

Also, sending an email from an info@ or no-reply@ address makes it very clear that this a mass send out, and that puts people off opening your email from the minute it hits their inbox.   

Plain Text Wins Over HTML

As aesthetically pleasing as HTML enabled emails are, they don’t get opened and read as often as plain text emails. Not only are they obviously a form of promotional email, but often recipients’ emails aren’t HTML enabled, so all the pictures and links are missing from them anyway.

If your prospects can’t read your email properly then they will simply bin it, so sticking to a plain text email ensures that your email gets through in full. It also looks less spam like and by combining this with the personalisation features I’ve discussed above, you should find that more of your emails get opened and read, because they look and feel like a direct correspondence rather than a mass email blast.

Avoid “Spam” Words And Phrases

Spam words and phrases are a pet hate of mine! Not only will you put the recipient off opening your email but it’s not even likely to reach their inbox, as spam filters will pick it up and “junk” it before your prospects even see it. Words and phrases such as “Earn extra cash”, “Bargain” and “You’re a Winner!” will be sniffed out and binned in no time so there is no point even sending the email.

You may think that everyone wants something for nothing, but the word “free” sets alarm bells ringing, so exchange this for “complimentary” instead and you should see a big difference in the response you get.

The key to getting the best out of your email marketing campaigns is to make the emails as “regular” as possible. By personalising the content to the recipient, sending them from a real person with a real email address and avoid spam-related HTML layouts and buzz words you will see an improved response rate to your campaigns.  

Sean

Internet Marketing Academy

Internet Marketing Training – Internet Marketing Course – Internet Marketing Blog

It is becoming more difficult to create an impact on consumers via the Internet.  The market is so saturated with product and service offerings, that even with highly targeted niche marketing it can be difficult to start the conversions that businesses need.  While online advertising is growing more difficult, it is not impossible to create a campaign that is effective.  Demonstrating an individual corporate identity, and showing consumers what makes your company the best is the only way to truly distinguish your product/service offerings from any others.  Below are three methods you can use to stand out from the generic market.

1. Always include an extra gift.  Many businesses are responding to the current economic down turn by minimising services and reducing give a ways.  The best way to stand out is to increase your customer bonuses.  Offer an extra discount or free gift.  Package services together for extra discounts.  The opportunities to add value to your products and services are endless.
2. Personalise your interactions.  Consumers respond favourably to businesses that send out birthday acknowledgements or personalised offers.  Examples might include a coupon for a renewal product.  When a customer purchases a product that gets used up. It is a nice touch to offer them a discount on a renewed supply.  Consumers respond to this type of personalisation on two levels.  First, they enjoy receiving discounts on products that they use regularly. Second, they like shopping at a company that remembers those details.  Try to always tailor the shopping experience to the individual.
3. Don’t just focus on what you can give; also look at what you can take away.  If a product has many positive aspects, that often does not make up for a single glaring negative.  For example, no matter how much someone likes a specific perfume, if they are allergic to the propellant they can not wear it.  Consider offering products without chemicals, low in fat, safe for the environment and so on.  Also think about how to eliminate wait times and reduce stress.

Being a successful Internet retailer is as much about what you choose not to carry as it is about what you do offer.  Always consider new ways to make personal connections with your customers, and add value to their purchases.

Thanks!

Thanks!

Sean

Internet Marketing Academy

Internet Marketing Training – Internet Marketing Course – Internet Marketing Blog