| I've been working for a software developer | | | | 4. Don't be afraid to go long. A short email newsletter |
| company for about 5 years. We regularly send the | | | | is no longer a rule. A longer copy that tells more |
| letters about new program releases and upgrades to | | | | about the product benefits story is doing better. But |
| our customers and different newsletters to those | | | | make sure that your long story is not boring. |
| people who subscribed to our mailing list. For a | | | | Emphasize the most important paragraphs with |
| company advertising their products on the Internet | | | | bullets so they grab the recipient's attention. |
| the most important thing is to get as many clients | | | | Remember that people don't read emails, they scan |
| and subscribers as possible and build a strong | | | | them. |
| relationship with already existing clients. Since the | | | | 5. Place the links in the beginning, middle, and in the |
| communication with the customers is done via email, | | | | end of your email newsletter. The click-through |
| the newsletter you send plays the essential role. The | | | | responses generally come in this order: top, bottom, |
| incontestable fact is that the newsletter must contain | | | | and middle of your email message. So, don't forget |
| only the information that is useful for your | | | | about the link in the middle. Your response rates will |
| customers. The customers are not interested in the | | | | suffer. |
| history of your company or your company regalia, or | | | | 6. Include a picture. A nice graphic (even if you tell |
| your personal life. They want to read about the | | | | about an intangible product) will tend to increase the |
| products you are to offer them and the benefit they | | | | response rate. For example, if you sell downloadable |
| can get from your products. The newsletter content | | | | software, you can design a box with a nice cover |
| is important. But the newsletter structure does | | | | presenting your software. |
| matter too. For almost 5 years we've got some | | | | 7. Link the images. If your email contains pictures and |
| experience in creating a healthy and effective email | | | | other graphics, be sure to hyperlink them. Many |
| newsletter and delivering it to the customers. | | | | prospects will click on these to respond. |
| So, now I'd like to share some tips and tricks with | | | | 8. Use drop-text images. A drop-text is a text |
| you: | | | | message that appears when your cursor hovers over |
| 1. Subject line is more important than you may think. | | | | an image. This is common on web pages. In email, |
| To get the recipient open the email, ask a question in | | | | this technique works like a picture caption or sidebar |
| the Subject line. This works perfectly. The curiosity | | | | that displays as your prospect interacts. |
| pushes the recipient to go further and open your | | | | 9. Offers and bonuses work well. An offer of free |
| message. But be careful - no mockery, sneer, or | | | | shipping, a discount, an invitation, or a free gift is |
| offense in the question. Be honest and | | | | very effective in email marketing. But be careful - |
| straightforward. | | | | avoid the word FREE in your email message. FREE is |
| 2. Write a letter but not an advertisement. Your email | | | | the most attractive word in email marketing, it's also |
| newsletter must look like a personal message | | | | one of those that spam filters will likely detect to |
| addressed to a particular recipient. Email | | | | block your message. |
| personalization is perfect. | | | | 10. Include your contact information. You can include |
| 3. Don't complicate the message format. A lot of | | | | your web site address, your email address, even the |
| graphics, complex tables, and other advanced | | | | postal address of your company. A toll free number |
| formatting are not good. Your email newsletter may | | | | is also good. Some recipients may prefer to call and |
| end up in the recipient's junk folder since it will look | | | | speak with a live person. A toll free number will often |
| like a "pure email advertisement". | | | | boost response. |