Personalize your message

Define your audience, segment them into groups based on interests and personalize messages for each group. Results indicate the more you personalize your messages, the higher the response and conversion rates.

Select the right media

If buying lists, make sure you target the right demographic groups. If using an internal list, make sure it contains only those groups that will be positively impacted by the message.

Use HTML vs. plain text messages

Most recipients can now read HTML e-mails, so use HTML over plain text whenever possible. HTML e-mail generally has much higher response rates (roughly twice that of plain text) and portrays a much better image of your company and its products or services.

Use the primary message fields effectively

In the “From” line, use either the company’s name or an individual within the company.

In the “To” line, personalize each e-mail with the recipient’s name. Use of “undisclosed” or “list serve” is less effective and may actually prevent delivery to some individuals.

In the “Subject” line. Consider the following:

• Be interesting. Use a creative but intuitive description that catches the reader’s attention and describes the main point of the message.
• Don’t call it “newsletter” or use the same Subject every time. Don’t waste space with your company name, date of mailing, volume or edition, etc.
• Don’t use superlatives, all caps, exclamation marks, or strong advertising words such as free, cheap, discounted, buy, etc.

Use message text and graphics effectively

Be brief and use excerpts vs. full-length articles. Invite readers to visit your site for the full text. Use white space appropriately so it is clean and easy on the eyes. Add some graphics, but not so much that it detracts from the message or makes the file too big.

Include an effective Call to Action

Make the call to action compelling and timely by offering something of value or by creating a perception of urgency (e.g. limited time offer). Place the call to action (with a link) in the first paragraph so they see it right away, then again at the end of the text.

Avoid the appearance of Spam

To avoid being viewed as Spam, or non-permission based e-mail, follow these guidelines:

• If sending from your desktop (vs. an outsourced e-mail service provider), send in small groups to avoid being blocked by relay filters looking for high volume blasts.
• Send e-mail only to recipients that have granted permission to you or a third party and are verified as opt-in or permission-based e-mail recipients. If you are creating your own list, consider using a double opt-in system.
• Make it easy for recipients to unsubscribe. First, you’re required to do this. Second, recipients are more willing to remain on your list if they know they can unsubscribe without difficulty.
• Include a link to your privacy statement. Readers feel better if they see a visible reminder that you respect and protect their privacy.