Tips Web Marketing : Email Marketing

Email Marketing: 15 Tips to Write your Titles
By Lauren McDonald



50 characters, that's all that separates you from the success of your next campaign emailing. 50 characters, the whole place you have to write the title of your subject that will capture your reader's attention and encourage them to open email. How can something so insignificant can do (or not do) the success of an email? Because many recipients use the line "Object" emails to decide to accept or delete them. And this line "Object" (hence the title of your email) is a real headache. A good title could easily lead to the opening of the email, while, for example, a misspelled could send your mail directly into the trash. Because too many parameters depend on your way, here are 15 rules to find the best. Asssurez you all to review before starting your next campaign emailing.

1 - Read the newspaper

If you want to write a good title, fouinez in your favorite local newspaper. The Big Titles are generally based on the fact of the most important topic in a minimum of space. Your headline, in turn, must clearly indicate what your readers can expect by opening the email, what it contains, and the action you have requested in return. Often, there is not enough space to write it. Take a look at the headlines and see how this can be put into place with the content of the article.


2 - No-made formula

What works for a campaign emailing may not work for the next. A promotional offer should be titled differently than an ad product. Even if you send e-mails to promote similar campaigns, you do not have to re-title your last campaign. How to find what works best? Go to Rule No. 3.


3 - Test, test, test

Test permanently to determine trends and patterns that seem to work. Pre-test if you can. Add an extra day in the planning campaign creation to allow sufficient time to try several ways. Rule 12 will teach you more about the tests.


4 - The line "Dispatcher"

The line "from" information on the recipient who sent the email, and the line "Object" (the title) proposes to open it. If your line "from" information your company name, you do not have to repeat it in the title, so you free up space in the latter. But you must reflect the name of your newsletter in your title, so that your email does not straight to the trash. Recent studies have shown that most readers watched in the first place line "from" before deciding to keep or discard the email.


5 - List the key information at the beginning

Some messaging software allows characters more than others, but mostly allows at least 50, including spaces. So, it is necessary to place your most important information in the first 50 characters. Also be sure that the cut does not take place on crucial information, as a price or a date.


6 - The rate of opening can not measure the success of a title

Observe the topics associated with a high number of conversions, such as subscriptions to your newsletter, clicks in bringing your emails on your site, sales or downloads. If you look at your analysis tool, you will see some anomalies, such as an email with an opening rates relatively low, but high rates of conversion. It expresses something in your captured a particular segment of your readers and thus can show you the path to a more lucrative segment. Remember, your final goal is not a high level of openness, but bring your subscribers to perform a specific action. Focus yourself on this ultimate goal.


7 - Customize your title

Customize your titles based on the preferences of products or content of your subscribers, depending on their area of interest, their previous purchases, their visits or links clicked. But be careful with the personalization on previous purchases because buying precedent has been a gift for someone else and can not be included in the individual interests of your readers. Always make sure to make access to data on your subscribers easily accessible to edit their preferences.


8 - The urgency led to the action

Impose a deadline: "buy before midnight tonight!", "Last day to be delivered before Christmas !"... Use the emergency also serving as your schedule emailing. For example, on Monday: "More than 5 days ...", and Thursday:" More than 24 hours ...)


9 - Filters anti-sp @ m

You have to be careful about the words that sound like the sp @ m, your sentences or construction. Two tips can counter anti-sp @ m: a title all in capital letters and the over-use of exclamation points. But these tricks are not professional. They are only an indication.


10 - "Free" is not bad

Yes, you can use the word "free" in your title. Do not simply the term in the 2-4 first words to be sure, especially in the first. However, you can use 2 by tips cited in 9. For example: "A ebook web marketing FREE! More than 2 days." Most people continue to react to the word "free", and therefore an increase in calls to action will always be greater than the lost emails after filtering anti-sp @ m.


11 - Encourage without deceiving

Do not exaggerate the truth in your title or does not promise more than can deliver the mail if you must deal with claims that your readers will be more difficult to meet for future tenders. Your readers mefieront you (and could tick as sp @ m) if your title does not reflect the contents of the email.


12 - Write and test early enough and often

Write the title is often the last thing and the hardest thing to do in developing a campaign emailing. That should be the opposite. By the time you plan to set up your campaign emailing, start thinking about what you are going to put it in the title of the email. This will help you to refine the theme of your campaign and may even change it. You should always test your tracks on a segment of your mailing list, but if you are pressed for time, test them with an informal group of people as your marketing team, some employees of your company, your knowledge, parents ... To obtain an overview of their impact.


13 - Review the performance of your previous emails

Observe what titles have led to the action you wish: the most conversions, the highest rate of sales, the highest CTR ... Look at the reports of your analytical tool to see an article about what prompted the most clicks, which file was the most downloaded, which services your company generate more traffic ... This analysis should determine your strategies selections of products, define the content of your emails, but can also show you what information is most relevant or useful.


14 - Continue Dialogue

If you send emails more frequently than a month or week, it helps you to create a dialogue with your readers. Your reports tracking should show you what their favorite buttons, what kinds of topics lead to open and click on a more intense ... Highlight these keywords or themes adequately in your title, in the first or second position to capture the attention of the reader. In addition, if the frequency of transmission you can continue the dialogue that you have previously created. For instance: "Google accepts cencure China" and "Google testifies before Congress."


15 - The test of "open should / must read"

The days when people were giving everything they receive in their email is over. Today, you have to intrigue, to appeal to their desire for information, and to be a keeper of knowledge. Back to Rule 14. If you set up a conversation with your readers, a reference to it in your title intriguera and encourage them to open your email to read more. Make a simple test about you and the members of your team: Is it that the title has spent the 2 tests?
1 - test of the "must-read"
If a subscriber does not open the email, he will think that it is no longer in the coup and that it may have missed a tender that regrettra not having been able to take advantage
2 - The test of the trash.
Simply, if for whatever reason, your email landed in the trash, do the labels combination of the sender and the title inspire confidence and intrigue as much as one might expect?


In conclusion

Indeed, this may seem complicated to say everything in 50 characters (including spaces!). But these 50 characters can have a huge impact on the success of a campaign emailing. These 15 rules will help you get closer to that success.