If you’ve ever gotten overwhelmed with the influx of digital marketing content every time you go online, then so can your customers. Here are some important things to keep in mind to help your email marketing efforts overcome your audience’s digital fatigue.
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Want better email open rates? We thought you might. A new study from Alchemy Worx found the top 5 performing words to include in an email subject line. These words may not work for every industry, but they performed consistently well across a variety of industries. “Upgrade” can yield a 65 percent higher open rate than the average email open rate. “Just” can yield a 64 percent higher open rate. “Content” can increase email opens by 59 percent. “Go” and “wonderful” can increase email opens by 55 percent. We recommend using just one or two of these words in an email subject line. For instance, try pairing “go” and “upgrade” if your brand offers technology and software solutions, or “just” and “wonderful” if your brand sells helpful products. Using too many of these “power words” can lessen the impact of each keyword. It may also resemble other spammy practices that will make email service providers and applications ignore or penalize your email messages in the inbox. The following words performed the worst in email subject lines: “Miss” can decrease email […]
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Part 4: Designing with Images (This post continues IMN’s series on email newsletter best practices. Previously we looked at better email newsletter design with colors. Also check out the secrets to building a better distribution contact list and trimming contact list deadweight.) Are there any rules for using images with people in them? If you can see the person’s face in the image, then yes, there are some rules to know and follow. If you choose an image to accompany an article, you want that image to serve your written content. You don’t want the image to overpower your content or send mixed signals. When you look at a photo of a person, your eyes are drawn to that person’s face. Specifically, your eyes are drawn to that person’s eyes. That means images with people in them have some serious potential to draw in your audience and keep them hooked. It also means images with people used improperly can confuse your audience or make them ignore your content. The five cardinal rules for using images with faces in them are […]
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Part 3: Designing with Color (This is the third in a series on email newsletter best practices. Also check out Part 1 and Part 2.) Why does color matter? Color matters for every visual message we receive. We make subconscious judgments about things within 90 seconds of first seeing them. Up to 90 percent of our judgments are based on color alone. Color can trigger certain emotions, which affect the actions we take – or don’t take. Color also matters for every visual message we send. As much as IMN believes great content matters, we also believe great presentation of that content entices people to read and engage. Those 90 seconds in which readers judge and assess your email newsletter can directly affect their willingness to click through that email and open subsequent emails. Yet, choosing colors for your newsletter can be downright daunting. Never fear. We’re here to shed light on simple, effective techniques for using color to help put your best (digital) foot forward. How does color work? Who remembers the color wheel? Many people haven’t used the […]
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Part 2: Deadweight (This post is the second in a series on email newsletter best practices. To read Part 1, click here.) How come I have a big email subscriber list but not many active emails? A recent article from Direct Marketing News discussed some common email list building myths. One myth in particular – that “bigger is better” — is pervasive in all areas of society. We’re here to debunk that myth for email subscriber lists. In the world of email marketing service providers, we see two basic packages offered to potential clients. The first package charges clients based on the number of emails they send each month. The second charges a monthly flat fee based on the number of subscribers in the list. Each package type has its strengths, and we aren’t here to tell you which type works best for your brand or your budget. However, no matter which service provider or tool you choose, make sure you use it to the fullest. So, while a big list can be useful, plenty of factors can make it […]
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