There are two components to e-mail marketing. The first is getting that opt-in list of subscribers. The second is the e-mail itself. Assuming you have an e-mail list, how do you ensure your subscribers actually read the e-mail?

I know from personal experience that some e-mails just don’t get read. Why? They don’t catch my attention. When it comes to e-mail marketing you need to place yourself in your readers shoes.

The information you provide in the emails subject field has to sell the contents. You can create catchy subject titles in a number of ways.

The obvious method is to use language that lures readers in. There has to be some reward for opening the e-mail and reading the contents. That is the first objective of any e-mail marketing campaign.

The reward doesn’t have to be tangible. The reward can be in the form of information, however there must be a need for that information. ‘How to’ type e-mails have often been successful when targeted. If you sell computer hard drives then e-mailing the customers who have purchased one with a ‘how to get the best out of your hard drive’ may do well. Sending that same e-mail to individuals who have not made the purchase will not succeed.

Provide a carrot and the reader will open that e-mail. If you don’t provide some form of incentive then your e-mail marketing campaign will be doomed before it even begins.

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This entry was posted on Saturday, August 2nd, 2008 at 1:45 pm and is filed under E-mail Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.