BOSHspeaks-3 E-Mail Targets to Hit
In the time it takes you to read this sentence, some 20 million e-mails entered cyberspace.
Does it seem at times that e-mail has taken over your life and not just your inbox?
For you to regard e-mail as a useful communication tool, people will actually need to open and read your message. In a split second they will decide how to respond, based on how well you have targeted the content to them, using this delivery channel.
Get Ready and Aim!
IMPORTANCE
Send messages via e-mail that are appropriate, applicable and pertinent to the receiver.
E-mail Subject Lines
The subject line often helps the reader make a decision whether to open or not and provides an excellent record of conversation. Misleading subject lines that trick readers into opening messages are not only distasteful, but against the law.
Speak the Language
Each new media channel promotes a different form of digital dialogue.
E-mails can be quickly accessed and answered and should clearly communicate in simple and plain language. E-mail still requires the sender and receiver to be accountable for what they say.
Over Exclamation
WHEN YOU TYPE IN ALL CAPS, YOU APPEAR TO BE SCREAMING AT ME. Please do not scream at me. Unlock your CAP key. Also, when you hold down the punctuation key, “!” or “?” – you appear to be overly dramatic. A single key stroke gets the messages across without exaggeration.
Please Don’t Assume
You might have an idea of whether I opened and read your last e-mail or not, or perhaps you haven’t a clue. So if you haven’t a clue, re-visit why you sent the e-mail in the first place.
For each chosen communication channel, you should clearly be able to answer WHY you are using it. Then take time to learn HOW to use it properly.
I Don’t Really Care
Please don’t abuse your relationship with me by sending me tasteless jokes, junk, partner e-mails, or worse, “please do me a favor” e-mails. These kinds of messages often generate uneasiness, as well as opt-out and spam complaints.
Simply put, provide useful information with links, not emotion—short and to the point.
Do Not Reply To This Email
E-mail is intended as a two-way communication tool to elicit response and enhance digital dialogue. If you do not want me to reply to your e-mail, please “Do Not Send!”
DESIGN
As a general rule, if the reader has to scroll down, the e-mail is too long.
People don’t read. They scan. If there’s too much text in your e-mail, your reader is likely to ignore most of what you send.
Information that includes too many links or images may be recognized by some Internet Service Providers (ISP’s) as junk mail, so test your pages to ensure they are viewed with content that ensures optimal viewing.
Don’t expect recipients to interpret your message, if they cannot see anything above the fold. (Note: The fold appears beneath the width of your hand if placed horizontally on the screen.)
Consider how the e-mail looks to others when sent and how various ISP’s display the information. Often within the e-mail, the images are suppressed and yours may appear to be one blank message above the fold if you do not provide viewing options.
Use short sentences and paragraphs with lots of white space to break up copy.
Clean, uncluttered pages are more easily interpreted. Active links or calls-to-action can lead your recipient to more information, such as a targeted landing page.
PERSONALIZATION
If you want your message to be read, then personalize.
Personalization is not just inserting an auto recipient name at the beginning of a message (ie. Dear Dawn). While this is a start, if you know me personally or have more information about me in your database, use it.
Mass Mailings
If you’re not delivering personalized content, your email could negatively impact your relationships.
If you really know me, then you will know to send me only what matters to me.
Always Ask Permission
No one wants to be on the receiving end of unsolicited junk mail, non-targeted messages, inappropriate jokes or mass mailings that have little meaning or content value.
The CAN-SPAM Act does not apply just to bulk email. It covers “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.” Even a message to former customer announcing a new product or location – must comply with the law.
Stop SPAM
When you share your mailing list (even unintentionally) by sending a generic message to everyone in your database, it is referred to as spamming!
Use E-mail Address Fields Properly
To: If you include several e-mail addresses here, personal e-mail contact information can be viewed by all recipients. Include here only those addresses you want to reveal.
Cc: All recipients will be able to identify and copy any addresses that appear in this field. Unless you want to share all addresses, this field is intended only for those who you want to send a copy.
Bcc: This field is for blind copy. If you are sending to more than one person on your contact list, this is where you should type or paste your addresses, so that personal contact information is hidden from all other recipients.
Opt Out
Many individuals find unsolicited email annoying and time-consuming.
Exposing contact information via group delivery results in everyone on your list receiving more junk mail and it adds to information overload.
Aim for these 3 targets: 1.IMPORTANCE 2.DESIGN 3.PERSONALIZATION
to help you reach your audience with your e-mail messages, while enhancing online relationships.
Have you any e-mail tips to share?
Please let us know what’s working for you!
*Mailer Mailer’s 2010 Email Marketing Metrics Report, Marketing Sherpa
