If your inbox is anything like mine, it’s usually full of the many marketing emails that I receive on a daily basis. On any given day, I receive anywhere from 50-60 marketing emails from online merchants that I have bought from in the past. Do I shop online too much? Maybe, but that’s not the point.
As a follow up to the blog post written by Shauna Pannone of Nexternal, Word to the Wise – Avoid SPAM, writing effective marketing emails is really an art form, but it doesn’t have to be hard. Keep these simple tips in mind when writing and they can help make a huge difference in the effectiveness of your email campaigns.
• ALWAYS Comply with the CAN-SPAM Act. Two of the most overlooked requirements in CAN-SPAM compliance are:
o Email must contain your postal address
o Email must contain a “clear and conspicuous” way for users to unsubscribe from your mailing list. If you are using Nexternal’s Mail Wizard, the unsubscribe link is already built in for you.
• 1 email per week or less, PLEASE – Depending on your business, sending too many emails can turn you into a pest, causing readers to unsubscribe, or worse, to mark your email as spam.
• 100 words or less – I like to adhere to the old adage: “KISS”- Keep It Simple Stupid. Try and keep your emails to 100 words or less, and break it up into paragraphs for easy scanning. The wordier your email, the less likely it will be read.
• Avoid clutter – You want to be busy, but your emails shouldn’t be. Best to use common black fonts (minimal font colors) and no more than one link. Too many links to click on can be overwhelming to most. Direct readers to that one link instead of splitting their attention with many.
• Avoid “spammy” words – Certain words and phrases trigger spam filters. Examples include: free, buy, buy direct, order status, clearance, subscribe, bonus, discount, winner, prizes, information you requested, guarantee, special promotion, as seen on, order now, amazing, great offer, and incredible deal.
• Avoid “delete” words – A lot of times, these words may make it through spam filters, but they often cause readers to immediately hit the delete button. Examples include: exciting, state-of-the-art, solution, partner, leading edge, passion, unique, and one-stop shopping.
• Include contact information – Different people have different preferences for responding to an email of interest. If they want to call you but there’s no phone number, they could end up deleting the email instead.
By following these simple tips you can get your emails read, avoid getting them marked as SPAM, and get more sales in your pocket!