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whwytriright 12 Effective Email Marketing
No matter your intention,
an email should aim for the
following actions at a minimum,
and in the following order:
Get interest (attention)
Get opened
Get the action (response, click, etc.)
In other words, the job of an email is to fi rst att ract the
att ention of the recipients. Second, persuade the recipients The Subject Line
to open the email and then fi nally prompt them to act by A good subject line might be:
clicking a link, which typically takes them back to your site. Get 50% Off . 5 Days Only. Details Inside …
It goes without saying you cannot achieve the open if you
A less powerful subject line is:
don’t grab their att ention, and you can’t win the click if you
Fall Into Savings for a Limited Time!
don’t get them to open it. Now, how do you maximize the
opportunity to achieve these three desired actions (interest,
Th e fi rst subject line clearly states the off er and then ends with
open, action)? To do this, you need to understand that there
a subtle call to action “Details inside” followed by an ellipsis
are four major email components which all good marketers
(or hellip). An ellipsis is a three dot symbol used to show an
take advantage of:
incomplete statement. Ellipses are used in on-screen menus
to convey that there is more to come (…).
1) From Name.
2) Subject Line.
The “From Line”
To be most eff ective, the “from” line should be the name of
3) Email Content (body).
your business or website. Why? It is your business or website
that they are transacting with, and using it in the “from” line
4) Call to Action.
will help trigger brand awareness. It will answer at least one
major question they will ask when they receive the email:
“Who sent me this email?” Th e answer to that question,
Of course, every email should have an opt-out option, but
combined with the subject line, easily tells them what the
that is for another article, and I will not go into detail on it
off er is and who sent it. Th ey need to know this in order to
here. To achieve the fi rst two actions (i.e. interest, open),
establish trust, and any hesitation to open the email based
you must develop an eff ective subject line. Make it short
on security is removed from the equation.
and intriguing. Let’s say you are running a limited time fall
Ok, you have now accomplished the fi rst objective and
promotion for a product you sell:
the customer opens the email. What next? Now you need
to make sure at least two basic things are present to get the
next action, which is the click, in our example.
Continued On 14 whwytriright
12 November 2009
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