If you’re a business professional, you probably have more than two email accounts you check on a regular basis. Even as a regular guy, I’ve kept my accounts separated, each relating to a specific facet of my life. I’ve got thousands of emails floating in my inbox – what can you do to ensure that I, and many others within your target market, will read your email?
Subject Lines. A subject line with cognitive impact is the foundation of your next email send.
- Call To Action. Your subject line will be the first thing the reader sees, so there needs to be no doubt in your mind that maximum saturation will result from this decision. If the buyer is not in a market, a great promotion may force them back into play.
- Smart Phones. I, as well as 7 million other Americans, own an iPhone. Regardless of your stance on smart phone superiority, the chances that you own a smart phone and use it to check email are reasonably high. Attached is a picture of one of my inboxes on my iPhone. Coastal Contactsis a company that I do business with on occasion, but am hardly ever in the market for their product. Note how Coastal Contacts places impactful body text FIRST in their email so it shows up directly under the subject line. This basically reinforces your message if the subject line cuts off prematurely (which it did here).
Content. Ok, so I’m interested in what you have to offer. Now what? Make your content consistent with the subject line. The last thing you want to do is push people away with a bait-and-switch technique.
- Grammar & Spelling Accuracy. 33% of those questioned said they would not do business with companies using poor spelling or grammar. In the US, lost revenue through bad writing is estimated at over $200 billion a year.*
- Double-checking. Everything up to this point was all for naught if anything’s broken. Ascertain if everything’s ‘gravy’ by being thorough on your end.
Closing. Once someone follows through, do everything you can to assure them that they made the right decision. Remember, more business is lost through one bad review than gained from one good review. The marketplace is crowded, but it’s the little things you do that will set you apart from your competition.
* Source: Grammar Monster