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The all-important field, is the basis on, which the
consumer scans his inbox and classifies his mail. There
are two approaches for choosing the mailers identity.
Review the kind of recall does your brand enjoy. Will
your brand or product name make the user sit up and
take notice? Do a small research to find out how much
attention your brand commands in the users mind space.
Display `From Field` Brand name boldly depending on
the popularity it enjoy alternatively, if yours is a
relatively new business or the brand has yet to be established,
then it is advisable to avoid this approach. |
The Personal Touch
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The personal touch is the clinching issue. Assume if
a mail is received from one Mr. Jim C and the other
from certain ambiguous XYZ. Definitely the former, one
is more appealing as it gives the mail much needed human
touch, ensuring that he/she is not just another database
entry. |
To
make this more effective, the ideal method would be
to sign off the `mail`, by the same name, preferably
with a scanned image of signature. |
You
can use your own name, or the customer service executive
name. If the sender happens to be a large organization
then the CEO or any senior executives name would lend
the mail legitimacy. |
Remember,
the object of your approach is to build a strong relationship
with your client. You must maintain consistency and
not change the ‘From’ with your every email
campaign. |
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On reading your name in ‘From’ line the
reader will wander what is in it for me? This IS TO
BE cleverly taken care by your subject line. Craft an
honest and straightforward `subject line`. Ensure that
it is in no way misleading the audience as it will result
in loss of faith. |
The subject line should be able to tell the user explicitly
- ‘What’s in it for him and his gains. Don’t
cramp your subject line with features of your product.
Instead focus on the offer highlighting the price, discount,
incentives on purchase etc. |
For example, if an advertiser is attempting to sell
DVD players, the subject line should not be something
like ‘DVD player with built in amplifier’.
Instead it can be ‘DVD players starting at X price’
or ‘DVD player with 3 complimentary DVD’s’ |
Also if you noticed, in the above line , the word complimentary
was used instead of ‘Free’, because most
users correlate the word FREE to Spam mail. |
Remember
your mail has just 15 seconds to catch user’s
attention, so craft those subject lines in a very simple
and lucid manner, while limiting the number of words
to maximum of six. |
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After selecting the best name for the` Form Field`,
crafting a winning subject line it is obvious you will
be raring to dispatch your mail. Hold on! It is advisable
for you to test the effects of the approach on certain
set of audience before sending it to your potential
consumers? |
Make a list
of up to maximum of 20-email ids, comprising of your
friends, business colleagues, and relatives. Send
them your mail, without informing about the cause.
After the campaign, call or mail them, for the feed
back
a)
Did they open your mail?
b) What prompted them to open your
mail?
c) Do they think the subject line
is misleading in any way?
d) Does your from field seem deceiving?
e) Is the subject line too long?
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Negative
feedback to any of these questions merits going back
to the drawing board and reworking. |
Follow
these guidelines and you can turn those 15 seconds in
your favor
Warm Regards.
Chet Asher
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