I’ve been away from my computer (and internet) for nearly 24 hours straight on Monday. When I turned it on, 200+ new emails were waiting for me to take some action. Not counting any that didn’t pass the spam filters…
And my teammate knew I was out of reach, so we can count out another bunch of emails for the day.
Is that a lot? It probably is. But at the same time, many of us are facing this problem nowadays. And most likely, each of us have our own system to deal with the situation.
Here are a few tips from my system, maybe it helps someone:
– I have several active emails (maybe close to a dozen), and I find it easier to centralize them by using a software that checks for new emails regularly and gives me visual/sound notifications when I receive new emails at any of my addresses.
– I don’t let emails pile up from one day to the next. Usually at the end of the day my inbox is empty.
– Emails from mailers don’t initially go to my inbox. Only some of them are “lucky” to get my click each day.
– I read the sender and subject line of ALL the emails in my inbox. Some get deleted before getting opened. Some get moved to special folders for later reference. Very few I act on right away. I try to respond to ALL emails sent to me personally (or via contact) that need an answer from me.
– I don’t report spam unless it is spam! Check for an unsubscribe link instead! Much better for you and the sender.
Now, looking from the other side of the fence, where sometimes I find myself. Email marketing has been around for many years and nothing indicates that will change in following ones.
What makes it effective and how can you make someone receiving such a high volume of emails read yours?
The step I find essential in email marketing is finding the right subject line! Sometimes it works, sometimes you are not very inspired, but if you don’t get people to open your email, then it really doesn’t matter if you actually had something important to say or not.
Ok, I’ve just opened your email. Now what? If the email comes from a credit-based mailer, chances are, if I’m an average user, I’ll scroll in haste towards the end of the email searching for the “claim credits” link.
– If you’re writing me a novel here, I’ll probably get frustrated.
– Several lines of text should be enough.
– Emphasize keywords or key phrases!
– No need for huge characters or annoying color mixing.
I’ve just clicked on claim credits link. You have several seconds to make an impression. This part is practically where credit-based mailers and traffic exchanges are identical. And the same rules that work in TEs, work here.
You need a strong, eye-catching splash or lead page to grab my attention and a call to action to make me do something. Don’t waste my time (and your credits) showing me a standard affiliate page!
Email marketing is obviously not limited to mailers. One thing common to all type of email marketing: the longer the message, the more chances to lose the reader before reaching the end.
Although blog posts occasionally get quite lengthy, I’d rather cut short in case someone gets bored prematurely. ;)