For
years I have used email marketing to introduce products, generate sales leads and
complement other marketing efforts, such as telemarketing, social media and
face-to-face selling. While I have had good luck in using email to deliver my
message, success is far from guaranteed. In fact, most emails are never opened,
even if the reader knows the sender. For those messages that are opened, many are
never read completely or never elicit any type of response.
The
challenge for any business using email campaigns is improving the open rate and
response rate. In large part, success depends not on what you say, but how you
say it.
challenge for any business using email campaigns is improving the open rate and
response rate. In large part, success depends not on what you say, but how you
say it.
Here’s
what I mean. Your choice of word selection, typeface, colors and arrangement of
the design elements on the page create an impression on the reader. This first
impression determines whether your message is read or discarded.
what I mean. Your choice of word selection, typeface, colors and arrangement of
the design elements on the page create an impression on the reader. This first
impression determines whether your message is read or discarded.
In
designing the layout of your email message, some techniques work better than
others. These “other” practices, although they may be effective when designing
a printed piece, such as a brochure or print ad, can be distracting and should
be avoided.
designing the layout of your email message, some techniques work better than
others. These “other” practices, although they may be effective when designing
a printed piece, such as a brochure or print ad, can be distracting and should
be avoided.
Here
are a few ideas that you should consider when writing and designing your
emails. In addition to design, I also have a few suggestions regarding your
email list and scheduling of the mailing.
are a few ideas that you should consider when writing and designing your
emails. In addition to design, I also have a few suggestions regarding your
email list and scheduling of the mailing.
What Subject Lines for Emails are Most Effective
The
subject line of your email serves a function similar to a headline of an ad or
a news story. What you write determines whether your reader opens your email
and reads your message. For that reason, if you want great results, give your
readers a compelling reason to open the email, by suggesting value in a benefit
statement. Here are some examples:
subject line of your email serves a function similar to a headline of an ad or
a news story. What you write determines whether your reader opens your email
and reads your message. For that reason, if you want great results, give your
readers a compelling reason to open the email, by suggesting value in a benefit
statement. Here are some examples:
Which Window Designs Generated Highest Store
Traffic
How to Reduce Nighttime Accidents by 15%
5 Reasons Why You Should Redesign Truck
Graphics Every 5 Years
What You Should Know When Buying a Banner
Some
words or phrases to in your subject line, which can improve the open rate are:
words or phrases to in your subject line, which can improve the open rate are:
Free,
How To,
Reasons Why, and
New
These
words have been effective in direct mail marketing and print advertising. They
also work for email.
words have been effective in direct mail marketing and print advertising. They
also work for email.
Keep
that subject line statement short and sweet. One rule of thumb is to limit the
message in the subject line to about 50 to 75 characters. That’s a tough
assignment because you also want that message to be intriguing enough for the
reader to want to know more about your offer.
that subject line statement short and sweet. One rule of thumb is to limit the
message in the subject line to about 50 to 75 characters. That’s a tough
assignment because you also want that message to be intriguing enough for the
reader to want to know more about your offer.
A Word of Caution. Some
people make misleading claims in the headline in order to get the reader to
open the mail. This is big mistake. The ill will that this engenders will
damage your credibility and hurt your chances of making a sale. Make sure that
the claim in the headline is something that you can substantiate in the body
copy.
people make misleading claims in the headline in order to get the reader to
open the mail. This is big mistake. The ill will that this engenders will
damage your credibility and hurt your chances of making a sale. Make sure that
the claim in the headline is something that you can substantiate in the body
copy.
Which Typefaces Aid
Readability
When
I first worked as a copywriter nearly 45 years ago, the rule of thumb was that a
serif typeface was easier to read than a sans serif typeface. The rationale was
that we grew up reading copy which utilized serif typefaces, such as Times New
Roman.
In
selecting typefaces for your email campaign as well as for your website or
blog, you have a little more latitude. Many feel that sans serif type is more
modern-looking and thereby more appropriate for email.
selecting typefaces for your email campaign as well as for your website or
blog, you have a little more latitude. Many feel that sans serif type is more
modern-looking and thereby more appropriate for email.
Some
of the most readable typefaces to use for emails are the simplest and most
commonly used. These include:
of the most readable typefaces to use for emails are the simplest and most
commonly used. These include:
Arial,
Baskerville Old Face,
Bookman Old Style,
Calibri,
Georgia,
Gill Sans MT,
Tahoma,
Times
New Roman and
New Roman and
Verdana.
Be
careful, when using two or more fonts. In selecting a typeface, the safe bet is
to stick with one font. If that is too boring for you, try variations of the
letter weight and style.
careful, when using two or more fonts. In selecting a typeface, the safe bet is
to stick with one font. If that is too boring for you, try variations of the
letter weight and style.
Many
of the more ornate fonts are just too difficult to read, especially script. While
some funky fonts can attract attention, often they can distract from your
message. These typefaces can also be difficult to read, especially if you use
them for large blocks of copy.
of the more ornate fonts are just too difficult to read, especially script. While
some funky fonts can attract attention, often they can distract from your
message. These typefaces can also be difficult to read, especially if you use
them for large blocks of copy.
When Should You Use Background
Color
You
have heard that “color communicates”. In most cases that’s true. It is also
true that, used incorrectly, color can be distracting. It is especially
distracting when dark colors are used for the background in an email.
have heard that “color communicates”. In most cases that’s true. It is also
true that, used incorrectly, color can be distracting. It is especially
distracting when dark colors are used for the background in an email.
My
advice is that the best background color for an email is white. If you must use
a color behind a copy block make it a very light color. One of worst color
combinations for email is white copy on a black background.
advice is that the best background color for an email is white. If you must use
a color behind a copy block make it a very light color. One of worst color
combinations for email is white copy on a black background.
Which Images to Use
In
designing your email, images are important. Just don’t overdo it. The images should not dominate the layout. So
keep them small. For my emails and blog articles, photos are no larger than 72
dpi and 300 kb. That’s more than you need for emails, website and blogs. What’s
more, to aid readability when using pictures, provide enough white space around
the image so you don’t crowd the copy.
designing your email, images are important. Just don’t overdo it. The images should not dominate the layout. So
keep them small. For my emails and blog articles, photos are no larger than 72
dpi and 300 kb. That’s more than you need for emails, website and blogs. What’s
more, to aid readability when using pictures, provide enough white space around
the image so you don’t crowd the copy.
Images
should be relevant to your audience and consistent with your message. If your
email campaign targets retailers and is about the benefits of a window graphics
program in cost-effectively remodeling the appearance of store locations, you
should use photographs of retail store locations not gas stations.
should be relevant to your audience and consistent with your message. If your
email campaign targets retailers and is about the benefits of a window graphics
program in cost-effectively remodeling the appearance of store locations, you
should use photographs of retail store locations not gas stations.
Visual & Thematic Consistency
Use
colors in your emails which complement your company’s colors on your website
and logo. The images and message of the email should also reinforce your
branding and marketing themes.
colors in your emails which complement your company’s colors on your website
and logo. The images and message of the email should also reinforce your
branding and marketing themes.
Getting Your Message Across
Before
you start writing, make sure that you know the specific needs and problems of
your target audience. Then as you are writing, explain to your reader how your
offer satisfies those needs.
What
they teach you in writing direct marketing copy is to emphasize the key
benefits of your offering in the first paragraph. In the subsequent paragraphs,
you build up those assertions with argument and evidence.
they teach you in writing direct marketing copy is to emphasize the key
benefits of your offering in the first paragraph. In the subsequent paragraphs,
you build up those assertions with argument and evidence.
Note
that I used the term benefits, not features. Whatever you do resist the urge to
list all of the technical features. If the reader wants to know the
nitty-gritty details, they can call you, or email you or they can click on a
link to your website.
that I used the term benefits, not features. Whatever you do resist the urge to
list all of the technical features. If the reader wants to know the
nitty-gritty details, they can call you, or email you or they can click on a
link to your website.
Your
copy should stress the benefits of your product or service. It should answer
the primary question in the reader’s mind: “What’s in it for me?” In the field of fleet graphics or building
graphics, you need to explain what your company can do for the prospect that
your competitors can’t do.
copy should stress the benefits of your product or service. It should answer
the primary question in the reader’s mind: “What’s in it for me?” In the field of fleet graphics or building
graphics, you need to explain what your company can do for the prospect that
your competitors can’t do.
Get
to the point. In writing your first paragraph, employ Rudyard Kipling’s six
honest serving men in crafting your message: who, what, why, when, where and
how. Your first paragraph should provide answers to the most important
questions that a reader may have within a few sentences.
to the point. In writing your first paragraph, employ Rudyard Kipling’s six
honest serving men in crafting your message: who, what, why, when, where and
how. Your first paragraph should provide answers to the most important
questions that a reader may have within a few sentences.
Keep Your Message Simple.
Avoid industry jargon, technical terms and acronyms. As one editor instructed
me, describe your proposal in simple, easy to understand terms, in a way that
you would explain something to your mother.
Avoid industry jargon, technical terms and acronyms. As one editor instructed
me, describe your proposal in simple, easy to understand terms, in a way that
you would explain something to your mother.
Your
narrative may focus on your company’s proven track record of manufacturing and
installing major graphics programs. Major graphics providers should emphasize
the financial strength of their organization which means that they have the
wherewithal to stand behind their products and correct problems.
narrative may focus on your company’s proven track record of manufacturing and
installing major graphics programs. Major graphics providers should emphasize
the financial strength of their organization which means that they have the
wherewithal to stand behind their products and correct problems.
If
your company has won any national design awards, you should explain how the
program was developed and what it accomplished for the client. Case studies are
effective in telling your story. When I worked for one large fleet graphics
company, I developed several direct marketing programs, which utilized
testimonials.
your company has won any national design awards, you should explain how the
program was developed and what it accomplished for the client. Case studies are
effective in telling your story. When I worked for one large fleet graphics
company, I developed several direct marketing programs, which utilized
testimonials.
To
highlight the primary benefits of your offer, use subheads, bold copy and
bullet points. Break you copy up into short paragraphs of just a few sentences each
to aid reading.
highlight the primary benefits of your offer, use subheads, bold copy and
bullet points. Break you copy up into short paragraphs of just a few sentences each
to aid reading.
Many
emails are too long. Writing good email copy is similar to writing good ad
copy. You need to rewrite the email over and over again until your prose is
condensed to poetry.
emails are too long. Writing good email copy is similar to writing good ad
copy. You need to rewrite the email over and over again until your prose is
condensed to poetry.
How
long should your copy be in explaining the features, benefits and advantages of
your offer? That depends on the product or services that you are trying to
promote and the complexity of your offer.
long should your copy be in explaining the features, benefits and advantages of
your offer? That depends on the product or services that you are trying to
promote and the complexity of your offer.
After
you write your email, have a friend or colleague proofread it. This will prevent
misspellings and grammatical errors.
you write your email, have a friend or colleague proofread it. This will prevent
misspellings and grammatical errors.
Don’t Forget the Call to
Action
After
your prospect reads about the benefits of your proposal, what do you want him
to do? Do you want him to call your company, visit your website, request more
information or have a salesman call?
Whatever
your objective is, make it easy for the prospect to respond with multiple calls
for action. You can call attention to your call to action, in a number of ways.
You can use a bold typeface for hyperlinks. Or you can incorporate a brightly
colored response button.
your objective is, make it easy for the prospect to respond with multiple calls
for action. You can call attention to your call to action, in a number of ways.
You can use a bold typeface for hyperlinks. Or you can incorporate a brightly
colored response button.
Throughout
your message you provide several hyperlinks. Multiple calls to action give the
reader many opportunities to respond, which can improve your response rate. Just
as in selling, remember the ABC rule:
Always
your message you provide several hyperlinks. Multiple calls to action give the
reader many opportunities to respond, which can improve your response rate. Just
as in selling, remember the ABC rule:
Always
Be Closing.
What Makes the Best Email
List
The
best mailing list is one that you compile, manage and own. A list, which is a
collection of existing clients, business contacts from industry events, website
inquiries or potential customers qualified from phone prospecting, is certainly
better than a list of names that don’t know you or your business.
The
advantage of list that you own is that you are free to use the database for
other applications such phone prospecting, direct mail or scheduled follow up
sales calls. It also provides you with the flexibility to build detailed
account profiles, which you or your sales people can use as part of pre-call
planning. Creating your own list also allows you to segment the database. That
way you can tailor your message to specific audiences.
advantage of list that you own is that you are free to use the database for
other applications such phone prospecting, direct mail or scheduled follow up
sales calls. It also provides you with the flexibility to build detailed
account profiles, which you or your sales people can use as part of pre-call
planning. Creating your own list also allows you to segment the database. That
way you can tailor your message to specific audiences.
The
other option is to rent a list. When using some rental lists, the list owner
typically controls the mailing. Generally, you will have limited if any access
to the prospect information. What’s
more, with some list rentals you have no idea how the lists were compiled.
other option is to rent a list. When using some rental lists, the list owner
typically controls the mailing. Generally, you will have limited if any access
to the prospect information. What’s
more, with some list rentals you have no idea how the lists were compiled.
How to Schedule Your Emails
to Maximize Your Results
Timing
is critical when sending a sales email. This applies to the day that you send
an email, as well as the time of day that an email is sent. Let’s start with
the worst and best days to send an email.
The
three worst days to send messages are Saturday, Sunday and Monday. Friday isn’t
much better. Here’s why. The start of the week is often hectic. It’s the day
that people are getting back in the swing of things. It’s also the day that the
boss is most likely to dump a ton of work on a subordinate’s desk.
three worst days to send messages are Saturday, Sunday and Monday. Friday isn’t
much better. Here’s why. The start of the week is often hectic. It’s the day
that people are getting back in the swing of things. It’s also the day that the
boss is most likely to dump a ton of work on a subordinate’s desk.
Fridays
are usually busy too. It’s the day that people try to clear off their desks so
they can start on the weekend with nothing hanging over their heads. Sending a
business e-mail on the weekend is always a bad idea. Weekends are when people
recharge their batteries and devote time to friends and family. The best days
are Tuesday, Wednesday and Thursday.
are usually busy too. It’s the day that people try to clear off their desks so
they can start on the weekend with nothing hanging over their heads. Sending a
business e-mail on the weekend is always a bad idea. Weekends are when people
recharge their batteries and devote time to friends and family. The best days
are Tuesday, Wednesday and Thursday.
Now
for the worst and best times of the day to send emails. Forget about sending
messages early in the morning. That’s when most of messages are sent. When your
prospects in-box is full, a high percentage of his or her emails get delated.
Sending e-mails after business hours is also a wasted effort. Most emails are
opened later in the working day. For that reason, the best time to send an email
blast is mid-afternoon, about 2:00PM.
for the worst and best times of the day to send emails. Forget about sending
messages early in the morning. That’s when most of messages are sent. When your
prospects in-box is full, a high percentage of his or her emails get delated.
Sending e-mails after business hours is also a wasted effort. Most emails are
opened later in the working day. For that reason, the best time to send an email
blast is mid-afternoon, about 2:00PM.
Why You Should Measure Your
Results
Many
different factors affect the effectiveness of your email message. There is only
one way to know what works and what doesn’t. Test, Don’t Guess. If you use an
email service, such as Constant Contact, you can easily record how many readers
open your emails as well as the response to your calls to action within your
message.
different factors affect the effectiveness of your email message. There is only
one way to know what works and what doesn’t. Test, Don’t Guess. If you use an
email service, such as Constant Contact, you can easily record how many readers
open your emails as well as the response to your calls to action within your
message.
A
technique used years ago in direct mail marketing was to send out two mailings,
which were identical but for one variable, such as the headline, color of the
envelope or the response card. Using a sample size of 1000 for each mailing,
direct mail marketers measured which variable pulled the best response rate.
You can use the same split mailing technique for email marketing.
technique used years ago in direct mail marketing was to send out two mailings,
which were identical but for one variable, such as the headline, color of the
envelope or the response card. Using a sample size of 1000 for each mailing,
direct mail marketers measured which variable pulled the best response rate.
You can use the same split mailing technique for email marketing.
The
most important variable to test is your offer in the subject line. That’s the
front door of your promotion. If the prospect doesn’t open the email, your
message is lost.
most important variable to test is your offer in the subject line. That’s the
front door of your promotion. If the prospect doesn’t open the email, your
message is lost.
What’s
important is that you track all of your results. If something works, continue
to do it. If it doesn’t, try something else.
important is that you track all of your results. If something works, continue
to do it. If it doesn’t, try something else.
Good
Luck Selling!
Luck Selling!
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About Jim Hingst: After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer. Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.
Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 150 articles for publications, such as Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics and Sign Builder Illustrated. He also posted more than 400 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published. Vinyl Sign Techniques is available at sign supply distributors and at Amazon.
