Archive for the ‘Subject Lines’ Category

What you can measure you can improve

Monday, August 17th, 2009

How old is this adage, I heard it on my first day of work, well real work anyway, they didn’t mention it to me when I was sweeping the floor of the local post office in my summer holidays – funny that! And even now only around of 60% of marketers test their email campaigns [according to e-mail marketing agency eROI in their May–June 2009 survey] which is staggering. We live in an age where marketing is more measurable and responsive than ever before and yet still marketing dollars are being spent without any thought to optimising that spend, in this current economic climate that really is criminal. It is extremely simple to test subject lines, send times, call to action and design, especially when you use a managed system like ours, if you’re not already doing it please do get in touch!

Nailing Your Subject Line…

Thursday, July 16th, 2009

Here’s some tips on creating stunning subject lines for your emailshots and enewsletters:

1. Remember there’s only 50 characters visible when the email drops in the inbox and sometimes shorter depending on how people configure their desktops so you’ve got to be punchy

2. A great place to learn about the art of writing great subject lines is to scan the newspapers, they’ve developed the art over many years of drawing people in to read the stories.

3. Focus on the call to action, if you want to get people opening the email then give them the incentive up front

4. Don’t leave the subject line to the end of the process, it should be the beginning, when you start the process of creating each and every campaign you need to decide why you’re sending the email and that should drive the subject line

5. Make sure your from address works with your subject line, ensure they’re not repetitive and use the word count as effectively as possible

6. Be compelling – you only have a few seconds to draw people in to reading the email, especially in the early days of starting an ongoing campaign when people may be new to your brand

7. Used with care and caution personalisation can make a difference too, using it in the subject line has some risks attached but should be considered

8. Create some urgency, if using an offer to drive interest put a deadline around it to drive people through to your web site

9. Never mislead your audience, they will pay you back with unsubscribes in their droves and it will ultimately damage your brand!

10. You can use words like free, but carefully, they will pass through spam checkers as long as they are not repeated, capitalized, at the beginning of the subject line or followed with an exclamation point. [Using our spam checking facility will cover you here]

11. What you can measure you can improve, using our content checker software will enable you to maximise your deliverability. Checking your stats and looking for successes and best practice within your own campaigns will also help you to improve your results.