| TopTip #1: Correct timing is vital |
You will have heard this advice before, but an example from the B2B marketplace demonstrates how vital timing is.
A prospect of ours told me about a bad experience he had with incorrect timing in his B2B market. He regularly broadcast eMails on a Wednesday morning. He made a scheduling error, and the eMails didn’t go out until the Friday morning. His results were extremely poor.
There is a lesson to be learnt here – determine the best timing and keep to it. B2B emails are best suited to Tuesday to Thursday broadcasts. Occasionally, test different times as prospect habits do change over time. |
| TopTip #2: Keep Subject Lines to 35 characters |
Keep the subject line to less than 35 characters, and consider carefully whether every word is working hard, and if the message is adversely affected without some words.
Use significantly less than 35 characters if possible. An extremely short subject line indicates to the prospect that the eMail message inside will probably be just as succinct and to-the-point. |
| TopTip #3 List the number of tips you’re giving |
| Prospects love comments like "10 TopTips to increase eMail response rates". This provides the prospect with a precise expectation of what's inside. There's no point in enticing them to open the eMail, only to annoy them once they’ve opened it. |
| TopTip #4: Short body copy |
| With one-off marketing campaigns, short is best. Some people maintain that long eMail copy works, but, I find that in most cases, short copy works better. One of the most successful eMails I've seen didn't even need the vertical scroll bar – it was entirely “above the line”. |
| TopTip #5: Split testing |
Surprisingly few marketers carry out extensive split-testing of their one-off eMail campaigns. Using one subject line for part of the database and different subject line for the other part can uncover dramatically different results.
Some split tests achieve more click-throughs with one subject line. But, sometimes, a second subject line even with fewer clicks results in more sales, although taking longer to turn the lead into a sale. This is thorough testing, and you need to carry it out to get the best out of your marketing budget.
Also, try testing different web landing pages to see how many registration fields work best. Try different downloads like White Papers and use different body copy. Don't test too many different things at once or over too long a time period.
It’s a good idea to create the eMail design several weeks in advance so that layout and copy changes can be made well before a test broadcast is sent. |
| Top Tip #6: Your list provider is an ally |
| Your list providers will want you to come back to them so it is in their own interest to demonstrate that the campaign is successful. Ask your list providers for recent examples of successful eMail offers that used their lists. |
| TopTip #7: Use a good copywriter |
Because one-off eMails are normally relatively short, they are easier and faster to create than say magazine ads. The result is that copywriters are often not employed and the marketer writes the copy. In my view, this is a mistake – it’s very important to use an expert copywriter. Ask for samples of their work and the results achieved.
Find a copywriter with eMail marketing experience. The best copywriters always look to find out what works and why it works. |
| TopTip #8: Avoid list fatigue |
| I recommend sending out no more than one eMail a week, to avoid list fatigue. Prospects on the list will respect this approach and recognise that their permission is not being abused. The response rates to one-off eMails are just as good as the response rates to eNewsletters, and often better. |
| TopTip #9: | Find out where new subscribers come from |
The most active readers on a list are usually those who have joined within the past 30 days. Make sure that you understand how the new subscribers were recruited.
They need to be opt-in members of the list, if not double opt-in. Take a look at the web page where the subscribers opted-in. How many inbound links are there? How useful are those inbound links? If a site has hundreds of inbound links, but the sites linking into it are of variable quality, the new subscribers will be of limited value. |
| TopTip #10: | The top link and bottom links work best |
| Make sure that you put a call-to-action link at both the top and at the bottom of the eMail. In addition, put in a few more links in between, as you will want to provide many ways to respond. |
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