Quick Summary: Each email you send to employees needs a little strategic thinking of its own. Let’s plan your next email together and see how much better we can do.
First, what are we up against? There are a lot of other emails trying to get attention. In fact, much email must be deleted without reading or none of us would have time for anything else. “The inbox has become the competitive arena in which you must fight for your opening, even among bosses and managers,’ says Kimberly Snyder, an account manager at email marketing service provider Bronto, Durham, N.C.
Here’s the experts email marketing tips.
Who is the Email From?: This is the first question we all ask. At this point, the email can be deleted in a split second. Most employees will open an email from the CEO or president, but Snyder says many workers don’t pay close attention to those. They figure the information will come up later at a staff meeting, for example.
Tip: Send the email from a recognized department, like wellness, or benefits, for example. If your wellness program has a name, all the better. This differentiates the email from other workplace communications.”
Subject Lines: “Too often the subject line is created at the last minute, as an afterthought,” Snyder says. “If you spend five minutes creating your subject line, go back and spend at least 10 more minutes to get it right.” The subject line is a quick call to action.
“Think of subject lines like the headlines of a newspaper article,” recommend Josh Nason, who designs email templates of SendLabs, a marketing software firm in Manchester, NH. “Here’s the Golden Rule for subject lines: Tell what’s inside, don’t try to sell what’s inside.”
Tip: Think short, clear, enticing but NEVER — USE ALL CAPS! Also, extend and propel your subject line’s call to action into the preview pane by using a text pre-header at the top of the message.
Examples and Comments: Below are some subject lines that appeared recently in Nason’s inbox, along with his commentary. (Note: Some names of firms have been intentionally replaced with “XXX” to protect their identity.)
Subject: Pat Magoon sent you a message on Facebook…
“This is about as straightforward as it gets, as I know the sender and I know the immediate reason I’m being contacted. Granted, this is an auto-responder based on a specific action, but there is no such thing as a wasted email.”
Subject: XXX Newsletter—February 2008
“Great newsletter, but the date-and-year style of the subject line is bland. It reads more like a library than a block party.”
Subject: 30% Coupon—Limited Time
“Direct idea, simple source, timeframe established: nice work.”
Subject: XXX’s February Newsletter
• Realize that crafting compelling email content won’t matter if the message isn’t opened.
• Take the “from” name, subject line and preview pane into consideration before hitting “send.”
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