Vol 2. No 2.

Avoid Sub-Standard Subject Lines

One of the biggest obstacles involved in e-marketing is to get your reader to actually open the email you have sent them. For the most part, people do not like to be sold things. They don’t want to open an email if they know that it is just going to be someone trying to persuade them to try a new product or service. They have to want to open the email, and the only way to do this is through a creative subject line.

Subject lines can make or break an e-marketing campaign, and there are certain rules and strategies that can help you make these campaigns a success.

First, keep it short. Most readers will only read so much, and if your subject line is too long, it will probably get lost in the shuffle. Try to keep it under 50 characters.

Secondly, provide a benefit. If there is no benefit in the subject line, then why will your reader open it? They need to feel there is something in it for them before they’ll give you the time of day.

Lastly, have a call to action. This is true in so many marketing campaigns, and subject lines are no different. Something like “Before you plant your garden this year, read these tips” gives recipients a reason to read more.

Remember -- all your reader knows about the email you’ve sent is what’s in the subject line. Always ask yourself ,“Would I open this if it were sent to me?”

Let ‘Em Know You Care

It is ten times less expensive to keep an existing customer than to attract a new one. For this reason, customer appreciation should be an important part of your business’s public relations strategy. As in most cases, actions speak louder than words, and showing your customers you appreciate them is much more powerful than just saying it. There are many different ways to implement this, but here are a few suggestions:

Host a Special Gathering. Invite customers to a preview party for a new product you’re launching or service you’re offering. Everyone appreciates a “sneak peek” – especially if you send out an intriguing invitation and have great food at the event. Let customers know that they have been specially invited and that they’ll have fun (and maybe have an opportunity to win something valuable or meet important people).

Get Personal. Learn the first names of your top 25 customers and keep track of their birthdays and the anniversary of when they started doing business with you. People feel more valued if you know them on a personal level, and everyone appreciates receiving a card on a special occasion.

Gratitude. A thank you card after a big new account or sale can go a long way in letting clients know you appreciate their business.

Send Something Special. We all like to be surprised or entertained with a gift for no reason at all. Establish a monthly program to send your customers a small token of your appreciation. Whether it’s edible (who doesn’t love cookies or candy?), useful (a note pad), funny (a cartoon or joke) or seasonal (holiday ornament or decorative Easter egg), your customers will appreciate being remembered.

Of course, every business is unique, and there could be some great ideas for your situation that haven’t been mentioned. Shoot us an email for some ideas specific to your business, or tell us what has worked for your company.

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