9 Ways to Fix Bad Email
- Fri, October 03 2008
- Filed under: How to improve emails and newsletters
I’m very excited that my organization, Network for Good, has partnered with Emma to offer a new Email campaign tool. I won’t use this space to extoll its virtues (though as a marketing person, I have to say there are many), but I did want to celebrate the fact this week with a couple of email posts.
Here are 9 ways to create vastly better emails:
1. Define Your Audience. You could buy an enormous list of cold prospects (WARNING: bad idea!) or focus on a carefully built list of people who care. You’ll do much better with the latter group who has given you permission to communicate with them. No one likes spam. (Some people enjoy SPAM®, but that’s a whole ‘nother can of meat.)
2. Define Your Message. Do you have the right message and right time for that message? Focus your message on your audience’s interests, aspirations and desires rather than your own need for money. It’s all about “you marketing” versus “me marketing.”
3. Get to the point in spectacular fashion, in the first few words. The subject line of your email needs to seize the audience’s attention. Don’t ever bury the lead. (A good trick that usually works - throw out your first paragraph.)
4. Offer something of value to the reader-helpful tips, for example. Those are likely to be saved, not trashed. People will think of you in a favorable way.
5. Segment and personalize. The more the missive speaks to the receiver as an individual, the more likely they will perceive it as something other than spammy slop.
6. Be different. People are drowning in email. Whether it’s the tone of your message or the startling honesty of your subject line, a standout element is required.
7. Make the call to action so incredibly easy to do, people just can’t say no. Strive for a one-click or one-second level of ease.
8. Make it easy for people to unsubscribe or get off your mailing list. Include an unsubscribe button and an easy way for people to contact you to update their information. It’s convenient, transparent for you and keeps you in line with CAN-SPAM rules.
9. Don’t email donors, subscribers, etc. via Outlook. Ever. It will get you into trouble. You need a professional email outreach tool.
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Comments
Katya, re: #9 Do you have suggestions for a low/no cost alternative to Outlook? A call to Real E-Mail Marketing Solutions is great, but that’s not always possible on a scratch budget.
Thoughts?
I’m a fan of our Emma product, which is a great deal. You only need $30 a month and you can send 20,000 emails for free for that. If you’re a nonprofit, Vertical Response will give you up to 10,000 emails a month free, but it costs a lot over 10,000.
I have a question about the subject line- we send out an monthly email , that is segmented. Since it is monthly there are usually 5 different articles in it. For the subject line I usually list 2-3 of them, (e.g. Funding Available, Enter our Raffle and Fun Events!). I have seen others who have this format only mention one article in the subject (e.g. Find out about $200,000 in new funding). Do you have a sense which is better? I should probably just test the two versions for open rates, but thought you might have some good thoughts on this.
Thanks!