Email Newsletters: Improving Opens, Click-Throughs, and Conversions - Making a hit with your opening act
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The first step to a successful email newsletter campaign is getting the subscriber to read your newsletter. That means having the title line clicked upon, and the email opened. Of course, if life were that simple there would be few problems left to solve.
Fortunately, you can get more recipients to open and read your newsletter. You just have to make it interesting and useful for them to do so. You have to grab the recipient’s attention immediately. The means to that goal is writing a great headline.
The headline could be the single most important part of the entire email newsletter. Without an attention grabbing headline, the email will simply be deleted as unimportant. Make certain the headline fits into a standard email headline area. Use no more characters than will fit.
Spend at least as much time on writing the overall headline as you do on creating the rest of the newsletter combined. I can’t stress that fact enough. If no one opens the email, no one will take any action, and there will be no resulting sales at all.
Be sure to test the headlines too. Send a pre-sample to a random group of recipients and chart the percentage of openings. A low open rate should warn you to rewrite the failed headline. It’s better to have a small test group of emails rejected by subscribers than to have the entire campaign turn into a failure. Testing pays in saved money and more sales.
Check your email "from" section. Not all email programs display the same "from" name. Some will only display the email address itself. Like headlines, there will is a need to be careful with the sender name. If your company name is well known, use it. If your personal name is better known to your recipients, use that identity. Be sure to have an email address that covers your choice to accommodate email programs that do not provide options. The goal is to avoid deletions as a spammer.
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