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The 1st line of your email is, often, not the first line at all. The email begins with the Subject Line, which must be considered as your most potent marketing weapon. A single line – often less than 10 words – will determine if your email is going to be opened and read, trashed and discarded. The Subject Line must inform the reader about the email and your reason for sending it. Avoid Subject Lines like -

- Hi

- Empty fields

- Or abrupt ones like ‘Inform’ or ‘ Reply’

- ‘Fwd:’ which looks like a joke or a forwarded email

Everyone is submerged under dozens of emails, and people are struggling to deal with spam as well. So if you want your email to be opened and read, use the following strategies in your Subject Line -

- Ask questions like ‘Is your PC Secure’

- Answer queries like ‘Yes, I Did Lose 10 Kgs’

- Summarize your email with ‘Minutes of the Meeting on 10/09′

The body of your email should avoid long winded sentences and endless paras. Use bulleted points, bold important points, use headers like ‘Things to Do’, etc. Make your email easy to skim through by avoiding flowery language and too much information. Be concise clear, to the point, and brief.

End your email with a call to action. Do you want a reply, a phone call, an action to be taken, a meeting to be called? Or is no action required? Well, say so. And then end with your contact numbers, email IDs, URL, cell phone number, and the name of your company. It’s a good idea to attach a v-card or a standard signature.

The style and wording you use for a marketing email is extremely important. Most people think that strong graphics, highlighting, bolding and the use of capital letters within the body of the email will create that maximum impact on the recipient.

The truth couldn’t be further from that. As a marketer you need to put yourself in the shoes of the recipient. What do you do when you receive a marketing email full of colourful graphics and variant text? If you’re anything like most people, at best you may quick scan the email and then hit delete.

To make the maximum impact using email marketing your emails need to be plain, short and to the point.
The title of the email must not contain any words like discount, save or offer. Keep the title relevant but vague. This ensures that your emails are opened. So for example if you are promoting email marketing lists your title should be ‘marketing data’. It’s vague but relevant.

The body of the email should contain no graphics or colours. This not only ensures that more of your emails end up in spam folders but it’s an instant turn off to your recipients. Everyone associates graphics and colour in an email with sales. As soon as your recipients see this their barriers will go up and you’ve lost a potential lead.

Don’t use highlighting, capital letters or excessive bolding and underlining. This again ensures that your emails end up in spam folders and turns recipients off. Even worse than the spam folder, incoming mail servers pick up on the fact that it is a marketing email and it is never delivered to the recipient and is returned to you as undelivered.

Keep the text of your email short and to the point. Write it as if you were writing a regular email. Ensure your unique selling points are included clearly within the email. Start with a short two sentence introduction, then your unique selling points and then finish with links to your website and a contact email address. If possible include a telephone number as this indicates that you are a ‘real’ company.

Finally include a one click unsubscribe option.

By sticking to this outline your recipients don’t feel threatened by your email and are far more likely to read and respond to it.

Email marketing is one of the most effective marketing channels to promote your product or service. Every day, companies use emails to do business. If you know how to plan a good email campaign, you will see the tremendous results from it. Although email marketing has a lot of advantages, it also has some disadvantages too.

One of the most important advantages of email marketing is that it allows you to reach global audience with minimum effort. There is no geographical boundary when it comes to email marketing. Although it is still possible to reach global audience with other offline advertising channels like radio, TV and other printed media, email marketing is definitely the cheapest.

It is extremely cheap to launch an email campaign when compared to other marketing channels. In most cases, you already have your own subscribers. So, you do not need to pay to get a mailing list. The cost to send emails is very low. Usually an email will cost less than a cent. As you can see, the cost is very minimal to launch an email marketing campaign.

However, there is also some cost involved in email marketing. For example, when you plan an email campaign, if you do not have in-house designers, you need to hire someone else to design a HTML email template for you. The cost of the template will depend on who you hire. Also, there is also a fee involved for copywriting the campaign too.

Now, let us move on to the disadvantages. The biggest disadvantage of email marketing is that your emails will sometimes be deemed as spam. Today, people are bombarded with lots of unsolicited emails. Email service providers have taken action to enforce more powerful spam filters. Although spam filters are good at blocking spam mails, sometimes they also block legitimate emails too. To prevent this from happening, the subject line and content of your emails should not imply that they are spam. Avoid using words like “Free”, “Discounts”, “Coupon”, etc.

When you are planning your email campaign, make sure that the content of the emails are planned carefully. Your emails should not always be pitching about your product or service. Provide other tips and information to your subscribers so that they will find it worthwhile to stay on your mailing list. When your subscribers trust you, they will be more receptive to your promotional emails. One thing that you must note is that every promotional email campaign should entice your subscribers to a call to action. There must be enticing call to action statements in your emails so that your subscribers are recommended to make a particular action such as purchasing a product.

Email Marketing is a great way to keep your company name in the minds of your customers or potential customers. It has been said that it takes 7 impacts to make an impression with an advertisement and that was before the internet. In today’s internet world it might take close to 20 impacts to make an impression with a customer or a potential customer. So if you are not reaching out to your customers at least once a month, chances are they’re going to find another company to do business with.

For some industries, the impact of email marketing can be immediate. My car needed an oil change last week and I had not taken the time to get it done. I received an email blast from a local auto dealership with a coupon for 20% off an oil service. I went the next day to get my oil changed at this dealership. Of course they also got me to change my windshield wiper blades and rotate my tires. If a car dealership knows that Tuesday is a slow day, they can email out a coupon that is good for the next Tuesday.

Sending out coupons does not work for all industries. For the other industries, you would probably send out a monthly email to your subscribers. If you do send out a newsletter, it should be informational and not overtly trying to sell your products or services. You want to be the expert in a certain field and over time your potential clients will come to trust you and eventually buy your products and services.

I mentioned that you should not try to overtly be selling your products and services in an email but you should have a call to action in your newsletter. You want to try and get the reader to do something when they are finished reading. Whether you offer them a free consultation or 10% off a certain service, this can move the reader to respond to your newsletter.

Obviously, not everyone that reads your newsletter is going to respond or buy your products or services after receiving your email. The main goal of email marketing is to keep your company name in the minds of your customers and potential customers. Like the saying goes, “out of sight, out of mind”.

There are several products on the market that can help you organize your email marketing lists, set up newsletters, and track statistics on who opens and doesn’t open your emails. These products can be very helpful in your email marketing campaigns.

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