E-mail Applied: Effective E-mails That Sell
E-mail is an important part of any marketing program worth its salt. But most aren’t taking full advantage, by overlooking important advancements that can make a huge difference — not only to the program, but to your bottom line.
Here are some ideas to help you make the most of your e-mail program. It boils down to four simple rules.
I’ve chosen some examples that demonstrate how to fine-tune your e-mail program and sell effectively.
1. Grab recipients’ attention — and get them to open your e-mail.
Consumers’ prior experience with you and their affinity to your brand certainly are factors in motivating them to open your e-mail. But it’s likely that your e-mail list is receiving many e-mails from other marketers in the course of any given day.
Inboxes are crowded. So, you guessed it, your subject line is your first line of defense. Your “From” line is the No. 1 factor that drives open rates, and your subject line is second in importance.
* Intriguing, Engaging Subject Lines
Here’s a look at subject lines that capture and stimulate interest. Sales, free shipping and coupons certainly do grab attention, but several of these examples simply were intriguing or engaging enough to open.
2. Say it with style.
Most of your e-mails feature the product or group of products you decide to showcase. Create a template so your e-mails have a distinctive look and feel. It needs to be flexible enough to serve your needs. Develop variations such as:
• a one-product feature,
• a one-anchor product feature followed by additional merchandise, and
• a two-column design.
For example, Sephora’s e-mails (below) include a link to an HTML version in the event that images are blocked. And above the design area, it also suggests that recipients add its e-mail address to their address books.