8 Highly Important Points To Consider When Sending Emails to Your List
Our recipients also have limited attention spans, are overwhelmed with information and have to make snap decisions about the data they attend to and that which they ignore. Plus, they can easily get irritated with too much information or information that is of limited use to them.
When you are sending out a mass mailing to your email list, there are a number of things to consider. They will affect your general impression, the number of unsubscribes you receive, open rate (the % of people who will open your email) and your click through rate (CTR – the number of people that will comply with your call to action.) Use them to guide your email activity:
1. Your goal. What do you want your recipient to do after reading your email? This is your focus, your call-to-action. There should be no other reason for your email. Is it to sign up for a webinar? Place an order to take advantage of a special offer? Click through to a blog post? Everything contained in your email should be centered around this goal.
2. The number of options. A confused reader will do nothing, they will click away. An overwhelmed reader will forget the important information. If you give too many options, thinking you have so much to say, you can shoot yourself in the foot. If you are offering several pieces of news at once, the most important first, it will have been forgotten by the time the reader gets to the bottom. When composing an email it is best to have one, clear focus and never give more than three links in the email. And that includes links to Facebook pages, the Six Seconds homepage, Twitter etc. There are other places to promote those.
3. The timing of your email. When is the best time to send email? This will vary from market to market and it might be worth testing this out but generally speaking during the business day, the closer to start-time the better, Monday’s and Fridays are best to be avoided. My experience is that 8:30-9am PST, Tuesday is preferred because it gives three more productive business days for the information to be promoted via other channels before the weekend.
4. The all-important subject line. Like headlines, if your subject lines are uninspired, your readers will go no further. All the good information in your email and beyond is lost. And that’s a huge amount of wasted effort – all for the sake of a few words. You have one chance to engage your reader – put in an enticing email subject line. Make the subject lines conversational. Lower case often works well like the ones above.
Teasing: It’s never too late….
Fun: Join us for a party!
Question: Would you like 20% 0ff?
Use fear words: Danger! Mistakes We All Make
Benefit-driven: How to be a better person.
5. Your name. People buy from people. And your emails should be from you. Not Six Seconds. You can put Six Seconds in the subject line for clarity if you like – [Six Seconds] Would you like 20% off your next order? – but don’t have it in the Sender field; that should be your name.
6. Your personality. Don’t have your email sound like it was from a robot or that it was automated. Make it lively, upbeat, interesting, even fun. Many readers are begging to be woken up from their daily grind so be chirpy, informal and talk to them like you would a friend. Don’t use language or a tone you wouldn’t use, however, or it will sound disingenuous.
7. The number of emails you are sending. Too few and your list will forget who you are. Too many and they will unsubscribe. Once a week is considered acceptable. But the information you share must be useful to your list – the way to build relationships online is to provide information that will make their lives easier or solve a problem or entertain them.
8. The permissions. Please don’t put people’s email addresses into your list management system without their express permission (usually achieved via a sign-up box.) It is considered best practice to have double opt-in process. That means that they fill in their email address in the sign up box and confirm their subscription by clicking on a link automatically generated by the list management system. Established email list management systems such as Aweber, Infusionsoft and MailChimp do this for you but don’t ever import addresses from one list to another without this permission. You’ll antagonize your list and not good EQ. It is much better to be patient and build your list slowly, keeping it active and responsive to your messages with great information sent according to these guidelines.
Use these pointers to guide your email activity. Refer to them each time you send out an email. Ask yourself:
“What do I want the recipient of this email to do and have I asked them to do it?”
“Is the information in the email (or linked to) insanely valuable to my list?”
“Am I sending it out at the right time of day/day of the week for my market?”
“When was the last time I sent an email to my list? Is it too soon to send another one?”
“Do I have permission to send this mass email?”
“Does it have an engaging subject line and does it sound like I’m writing to my friend?”
“Do I have between 1-3 links only?”
“Will they know it is coming from me?”
Done poorly, email marketing can be damaging to your brand but done well it can create ‘fame’ – relationships where customers come to you, not the other way round.
Need some advice or help regarding your email marketing? Please contact me at firstname.lastname@example.org. I would be happy to help!