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April 15, 2011

How To Ensure Your Emails Get Read

An email marketing campaign is one of the top ways to sell products online. Of course, this requires that you have a list of opt-in subscribers. With this list and the tools available today it is very easy to broadcast emails to your list or select parts of it.

But, just like you need to get visitors to your website to stay for more than a few seconds, you need to get your email recipients to open and read your email. How do you do that? Part of the solution is to have an outstanding subject line.

Think of all the emails that you receive on a daily basis. How many do you delete without opening just based on the subject line? I know I probably delete at least 50% without even opening. This is because I have little interest in the subject line.

Your email needs to stand out from the other emails in your subscribers inbox to get them to read it. It’s the subject line that determines if your message gets trashed or opened. So what can you do to make a subject line compel the recipient to open the email? Well, there are a few things.

First, your marketing email’s subject line should be under 50 characters and describe the contents of the email – to a point. You need to give the reader just enough information to make them want to open the email.

For example, today I received an email with the following subject line; “Be Careful: Coupon Codes Can Be Misleading” First off, this is 43 characters counting the spaces. Second, it is giving me a warning about coupon codes.

Now I am not a big coupon user, but I do use promotional codes on occasion when buying online. So this piqued my interest enough to open the email and read further. It gave me enough information to let me know I wanted more.

I also received an email today with this subject line; “Best Way To Use Ebooks” This subject line did not grab my interest at all and I did not open it. It is under 50 characters and even though I do use ebooks in my marketing strategy, I felt I already knew what it was going
to be about, giving away ebooks as free gifts to build your list or as bonuses when you sell a product.

Second, you need to also make sure that you do not try to sell or promote anything in your subject line. Most people are not interested in spending money and, if your subject line is trying to sell them, it will scare them away.

As stated before, your subject line needs to let them know they will learn something of interest by opening the email. Once they have opened your email you need to supply them, as promised in the subject line, with some useful information.

Third you need to have a little sizzle. Even though you are not trying to sell them anything in the subject line, you are trying to sell them to open the email. You need to make it somewhat exciting.

Let’s take the email Ebook example from above. If the subject line would have said something like; “How to Use Ebooks to Increase Profits”, I may have opened it. Why? Because it is actually suggesting that I may learn something to help me increase my profit and in my eyes,
profits are king!

Fourth, you should try to personalize the email. When you are building your list it is important to collect at least first names. When the recipient receives the email and sees that it is coming to “Rick” instead of just my email address, it feels much more personal and I am more likely to give it a look.

Finally, become a trusted source of information. You have worked hard on building your list. It is imperative that you work hard to maintain your list. It is much easier to retain someone on your list than it is to get a new person to opt-in.

You need to be sending helpful information to your list on a regular basis. Even though this is email marketing, you should not try to make the sale in the email. Give them much useful information and a live link or two to the sales page. If they are interested, they will go have a look.

Also do not mail them every day. This is one of my biggest pet peeves. I will opt into a list and then receive an email everyday from the owner. It takes me about one week to opt-out.

In my opinion, I think once a week is ideal. It keeps your name in front of everyone on your list, but they will not feel like you are bombarding them with emails.

The more you gain their trust and respect, the more likely they will open your emails and read them. You will then have many successful email marketing campaigns!

Email marketing is an outstanding online marketing strategy and is just one of many techniques, tools and strategies that you will find at WebBiz Rants to help you build a successful online marketing business. Learn more and pick up your free gifts at =>