shop for your email marketing provider, examine its products, pricing and proposals, and test its support capabilities, should also be applied to your email marketing message. So lets tune this message up, shall we?
Find a Consistent Voice
The narrative voice of your email message -- the voice you're sending directly to customers -- is of such importance that it would be worth your time to find the person on your staff who can write a great-sounding letter, if it's not you.
Make sure the From field is squared away
The "From" field of the email message has incredible importance, not only with the effectiveness of your email campaigns, but with your product branding and service reputation as well. It’s the first thing your subscribers will see when they get their first email from you. And you only get one first impression, right?
If you need any more pointers on what your "From" field should not say, look over the messages in the trashcan of your own email inbox.
Don't forget the subject line
Technically, the subject line should be treated with the same reverence as the From field. Some quick rules of thumb: Don’t make the subject line text so long that it flows out of a typical visible display area. Also, if possible, the subject line should state the nature of the newsletter and/or where it's from, if this is not apparent in the "From" field.
Personalize your message if possible
A personalized salutation in your email campaigns is critical. It separates your subscription-based, opt-in email campaign from unsolicited spam and phishing email. Personalized messages also serve as reminders to customers that they have indeed subscribed to your important email communications. Most email marketers would agree that addressing customers on a first-name basis is the quickest, easiest way to build interactive relationships via email.
As a rule, the first name merge field should not have commas, semicolons, or any other punctuation around it. This is just in case the first name column in your database has no name listed in this field. As an FYI: Any email marketing solution worth its weight would give you this important customization feature.
- Compose your email message with care, following the practical tips in this guide. Get somebody on staff who can write well to be the voice of the company. Get someone else to proof it. Don't use a junky email program that will walk your customers after the first send. Personalize and test your important direct marketing message. Test your message, then test the message again.