26. Always have the email come from the same person at your end.
It helps to create a sense of rapport and stability.
27. Never use a subject or title line that is misleading; always make
it descriptive of what is in the body of the email.
28. On the other hand, keep it snappy. Instead of "Your November
Newsletter", use the title of one of the more important articles in
your newsletter.
29. Make it clear that it is okay to forward the email to others, if the
subscriber likes. This form of viral marketing can grow your
subscriber list over time.
30. Always include links to your product pages in the body of the
email.
31. Also include an easy opt-out link at the bottom of the
communication.
32. Be sure to solicit responses and comments. People love to share
their thoughts.
33. Formatting is especially important in plain test messages. Keep
the attention going by using bulleted lists instead of lengthy
paragraphs.
34. Stay away from using all capital letters or italicizing words, as
they can be harder to view on a computer screen.
35. Watch the use of color in your emails, especially with text;
lighter colors tend to be hard to read, especially on a white
background.
36. Use fonts that are similar to those used in most email clients; it
will make it easier to arrange the text to best advantage, especially
for plain text emails.
37. Include some incentive to visit your website, such as promoting
a new product or noting a new blog entry.
38. Don’t forget to include a special offer or a discount from time to
time.
39. Always thank the subscribers for their time and support.
40. Before you send the emails to clients, send them to an email
address of your own, with one in HTML and another in plain text.
That way, you know exactly what the subscriber will see.
41. Don’t be afraid to try something different now and then. Vary
texts, layouts, and other elements to see what subscribers respond
to best.
42. Keep the text of the email focused; rambling will lose your
audience, just as wandering text on your website will drive visitors
away.
43. Use a reliable program to blast mail to your subscriber list; most
allow you to review a report of successful deliveries once the job is
complete.
44. Review the reports regularly, and compare them to spikes in
your web site traffic, and the responses you get about specifics of
the emails.
45. Used software to tabulate and categorize the responses. It will
make it much easier to process them and turn them into usable
data.
46. Assess the percentage of response you get. The industry
standard is between five and fifteen percent. If you are getting less
than that, it is time to rethink your approach.
47. If a response serves as the inspiration for an article in the next
newsletter, ask the subscriber if it is okay to mention them by first
name and initial. This is enough to maintain anonymity, while still
recognizing their contribution.
48. Ask subscribers to submit some of their own copy once or twice
a year. You may be surprised with the quality of what you receive.
Reward the best one with a free ebook or other product.
49. Send out special holiday emails along with your regular weekly
communications.
50. Listen to the feedback from your subscribers. It will help you
refine the mailings as you go along
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