Edit that Email Before Sending to Your Opt-In Lists
So you are all set up with an opt-in email list. You have an email all ready to go, but wait, before hitting the “send” key first check your email for the basic items that generally get overlooked in far too many emails.
Do your opt-ins recognize your email?
The first thing to check is the recognition factor. Is it clear in the “From” line of your email that it is from your company? Make sure your opt-ins know where your email is coming from.
A theoretical company sells Jane Doe dolls. The company sends emails out from email@jane-doe.doll. This is easily recognizable by the recipient. The company calls their newsletter Jane’s Report followed by a dash and a description of the headline article, i.e., Jane’s Report - Jane Gets New Clothes. This consistency gives the emails a high recognition factor when received by opts in leads; both the sender and the report are recognized instantly.
What’s in a subject?
Recognition will only get you so far now you have to gain the attention of your lead. Along with recognition, the email title should include a short indication of what is in the email. This has to be worded in such a way that it peaks the interest of the lead and lets him know that something in this email is worth taking the time to read.
Be creative. “New Clothes” is not the same as “Jane Gets New Clothes”. The more interesting the wording, the more likely the email will seem worth reading.
Be careful to keep your market in mind. “Jane Gets New Clothes” is not the same as “See Jane Get Dressed”. One phrase will appeal to vendors of dolls and doll clothes and the other phrase attracts an entirely different market.
The incentive - what’s in it for your lead?
Now that you have your lead’s attention, how can you keep it?
Since your contacts are vendors, you can offer incentives for early purchase, an ongoing contest for highest sales, a limited edition opportunity, accessories for the product, and that is just off the top of my head. One of these at the beginning of each email, with details following inside the email, will garner a larger response than a simple collection of company news.
You will probably be dealing with an entirely different market so sit down with a pen and pad of paper and write down, as many incentives as you can that you will be able to announce in future emails. Remember that incentives do not have to have a dollar value. A good incentive for a child to clean his room is to allow him to stay up to watch a movie that ends later than his normal bedtime. Some of the best reasons to open your email can be a simple as that.
One requirement is that your incentive must relate to your product. Doll vendors are not likely to open an email offering a discount on tractors, but they will be interested in a limited edition children’s book based on a Jane Doe doll adventure.
A picture is worth a thousand words
Will a picture of Jane Doe in her new clothes be of interest to your leads? Would it be better photograph her on a suitable background if the new clothes are suitable for ballroom dancing? Of course it will, so you will be sure to include a photo at the top of the page showing Jane in all her colorful glory. Photos strategically placed throughout the newsletter or ad campaign can greatly increase interest and readability. Photo captions should be links back to information on your web site. An “Order Now” link would also be handy and make it easy for your leads to take instant advantage of special offers from your company.
Most professionals will suggest that photos be kept to minimum size for emailing. Some of your leads may still connect to the Internet by telephone and will not appreciate high quality photos that take an hour to download onto their computer.
How important is timing?
You may think that it doesn’t matter what day or time you send your email, as long as it gets to your lead but timing does have a significant impact on response. You will have to determine the best timing for your market by trial and error in the beginning and can use data from your opt in program or service to narrow your “window of opportunity” to the best one for your market.
Spelling and Grammar
It may not seem like much, but incorrect spelling and grammar can be at least a distraction and at most an annoyance that causes your lead to ditch your opt-in program in disgust.
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