Center >> E-Newsletters
Tips From the Front Lines
subject line is everything. Your rep gives you the edge. Don’t
get overly familiar.
from AICPA Custom Media Solutions
E-mail Subject Line Says It All
You can read
“Best Practices” guides till you’re blue in the
face, but as many of you know by now, there’s one practice
that’s an absolute must-do every time you send out an e-mail
— identifying yourself clearly and ethically in the subject
line of your e-mail. If the subject line of your e-mail doesn’t
have your brand or company name clearly visible, recipients are
12 percent more likely to delete your message, according to Silverpop,
a leading e-mail marketing deployer.
A recent Silverpop survey of 612 commercial e-mail
messages sent by 430 companies advised not to overdo it however.
Subject lines containing both company name and product
name got eight percent fewer opens than those that included only
the company name or the product name.
rate for B2B marketing e-mail by subject line:
|How Do You Measure Tradeshow
or company name only
and company name
or product name
Reputation and Trust
When it comes
to e-mail marketing, what you say is not as important as who’s
saying it. The marketing firm of Merkel/Quris recently set out to
find out how much staying in touch with customers online influences
their buying habits. The top factors influencing recipients to respond
to business e-mail: the sender’s brand image, trust level
Can you incorporate
brand image, trust and relevance into a single e-mail or banner
ad? Here are some suggestions from the experts:
of the sender — 68 percent of surveyed respondents
said they judge e-mail based on this. Make sure your name and logo
are prominent when they sign up and consistent in all your e-mails.
of security — 65 percent of surveyed respondents
said they judge e-mail based on this. They still want to be reminded
and guaranteed that you won’t share their privacy information
with anyone outside your own organization.
from a friend/colleague — 53 percent of surveyed
respondents said they judge e-mail based on this. Yet another reason
to include the “send-to-a-colleague” link.
Now that you’ve
got the “trust” elements in place, Internet Marketing
Report says the next step is to line up your e-mail relevancy.
Customers want to be in control. Ask customers what they want and
when they want to receive it: According to Merkel/Quris:
— 53 percent
said customized content (based on their preferences) increases the
— 51 percent
said the timeliness of the message drives response
— 37 percent
said they like content that is based on their previous response
— 68 percent
of respondents said that being greeted by name in an e-mail DOES