B2B Marketing ROI

The A to Z of B2B

Components of a Successful Marketing Email

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The success of your email marketing campaign depends on a combination of aspects.  Subject lines, email content, formatting and timing are key factors contributing to open and conversion rates.

Subject lines:

  • Subject lines should be relevant to the recipient and match the content of the email.
  • Research shows that while shorter subjects optimize open rates, longer subject lines tend to optimize click and click-to open rates.
  • The same research shows that the more words in a subject line, the more likely the email is to appeal to the “right” people.  Increased information allows people to better decide if an email is relevant to them.

Content:

  • The first line should tell the recipient why they are receiving this email (i.e. “You are receiving this message because you have subscribed to list XYZ.”)
  • Check that the content matches the subject line and is relevant to the recipient.
  • Make sure the unsubscribe link is easy to find (this may mean shortening your message.)

Formatting:

  • Don’t rely on people being able to see your images - image blocking is common on many email services.
  • Add inline styles - again, many email services will not allow anything else to show up correctly.
  • Use structural tables to create columns.
  • Make sure that the plain text version of your email is reader-friendly.

Timing:

  • Don’t send email too frequently.  This can cause recipients to tune out and ignore your email, or worse, annoy them to the point where they mark your emails as SPAM.
  • Don’t send emails too infrequently, this can make your recipients forget you.
  • Find the delicate balance between having your users forget you and having them annoyed by you.
  • Send out your emails during regular intervals so the recipient comes to anticipate them, and is less likely to mark them as SPAM.

Written by Adam Blitzer

July 16, 2008 at 4:42 pm

Posted in Design, Email Marketing

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