Effective EMAIL PROMOTIONS in Dental Marketing
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Have you ever labored over an important marketing email, and then get little to no response for the effort? You're not alone. This article will help you create email promotions which are effective and successful.
Subject Lines
This is probably the single most important piece to a successful campaign.The reason is that it is the first thing people will dsicover and read before they open the specific email. In fact, the subject line often determines if your recipients even open your email. The following statistic is founded on MailChimp's report of over 40 million emails sent out:
Best Open Rates (60%-87%)
[COMPANYNAME] Sales & Marketing Newsletter
Eye on the [COMPANYNAME] Update
[COMPANYNAME] Staff Shirts & Photos
[COMPANYNAME] News Bulletin!
[COMPANYNAME] Newsletter - February 2006
[COMPANYNAME] Newsletter - January 2006 [ *|FNAME|* *|LNAME|* ]
[COMPANYNAME] and [COMPANYNAME] Invites You!
Happy Holidays from [COMPANYNAME]
ATTENTION [COMPANYNAME] Staff!
ATTENTION [COMPANYNAME] West Staff!!
Invitation from [COMPANYNAME]
[COMPANYNAME] Jan/Feb 2006 Newsletter
Website news - Issue 3
Upcoming Events at [COMPANYNAME]
[COMPANYNAME] Councils: Letter of Interest
[COMPANYNAME] Coffee Exchange
We're Throwing a Party
October 2007 Newsletter
[COMPANYNAME]: 02.10.06
[COMPANYNAME] Racing Newsletter
Worst Open Rates (1%-14%)
Last Minute Gift - WE'VE The Answer
Valentines - Shop Early & Save 10%
Give a Gift Certificate this Holiday
Valentine's Day Salon and Spa Specials!
Gift Certificates - Easy & Elegant Giving - Let Them Choose
Need More Advertising Value From Your Marketing Partner?
[COMPANYNAME] Pioneers in Banana Technology
[COMPANYNAME] Moves You Home for the Holidays
Renewal
Technology Company Works together with [COMPANYNAME] on Bananas Efforts
[COMPANYNAME] Update - A Summary of Security and Emergency Preparedness News
Now Offering Banana Services!
It's still summer in Tahoe!
[COMPANYNAME] endorses [COMPANYNAME] as successor
[COMPANYNAME] Holiday Sales Event
The continuing future of International Trade
[COMPANYNAME] for your next dream home.
True automation of one's Banana Research
[COMPANYNAME] Resort - Spring into May Savings
You Asked For More...
On the "best" list, you'll spot the subject lines are pretty straightforward. They're not so "salesy" or "pushy" at all. On the "worst" list, however, notice the way the subject lines read like headlines from advertisements you'd see in the Sunday paper. A lot of people get so much spam that whatever even hints of spam gets thrown away immediately. Also the "best" side seems more personable as opposed the "worst" side.
Effective Designing
In terms of viewing an email, a lot of people will read them in their preview panel. This is why most emails are designed to be no wider than 600 pixels. Each email program has different viewing panels. Mozilla Thunderbird's preview panel is horizontal. Outlook 2003 is vertical. AOL's preview panel is tiny:
So when it comes to designing, we must design for the preview panel. Below are a few tips:
Your design shouldn't exceed 600 pixels wide.
Your most important content should "peek" out the side of the preview pane. Keep the call to action above the scroll.
Left-align your logo. We don't want that to be hidden behind the preview pane somewhere. Our logo gives us credibility.
Images
A growing number of email programs are turning the images off within their preview panels. It's a "privacy protection" issue. Whenever we design email promotions, we always assume that images will undoubtedly be turned off. Therefore, below are a few tips for applying images:
? Include alt-text to images. Most programs allow alt-text for their image descriptions. For instance, if we have a register button that is clearly a graphic and images are switched off, the words "Register button" will appear where the image ought to be so the reader knows that this is a register button.
Do not use a graphic for important information. Always utilize text.
Never have more graphics than text.
Opening Emails
The following stats are based on MailChimp's report of when people open emails:
Nearly 1/3 will open within the first hour of sending
The majority (53%) will open within 6 hours
78% will open within one day
Within a week, 95% will open
Within 30 days, all could have opened it
Registration Forms
The average B-to-B registration form online gets under a 10% conversion rate. Basically, 90% or even more of the prospects who click to a registration form will click away instead of filling it out. One simple reason is that the proper execution takes too long to fill out. Typically a form shouldn't take more than 1 to 2 2 minutes to complete. Keep it simple with the minimal information you may get away with. A good solution is to design a registration template that is more appealing and user-friendly. And when possible, are the registration form in the email, with minimal info required.
A/B Testing
E-mail is well-regarded in the marketing world because of its low cost, simplicity, and exceptional measurability. But e-mail marketing also possesses another, often-overlooked strength. If you know how, e-mail makes it better to ensure your campaigns are successful and well received just about any time.
What's more info ? Testing.
Although marketers who test clearly achieve greater results than their counterparts who don't, only about 40% undertake this surprisingly easy and simple tactic, in accordance with a JupiterResearch survey greater than 600 e-mail marketers. In their report, "Effective E-mail Marketing," JupiterResearch found that marketers using testing were almost twice as likely to attain conversion rates of 3% or better. They also achieved a 68% improvement in exchange over non-testers.
What can we test?
Landing pages
Subject lines
HTML vs. text
Personalization with name
Long vs. short copy
Offers
Look and feel
Days of the week
Time of day
How do you test?
Split the list. Divide the list into several groups (preferably into 50 to 100 each) and change one characteristic (e.g., subject line) for each group. Assuming that we divide our groups randomly so that each represents an accurate cross-section of our overall recipient base, and everything else about our message remains exactly the same, our results should clearly reveal the best-performing characteristic.
Subject Lines
This is probably the single most important piece to a successful campaign.The reason is that it is the first thing people will dsicover and read before they open the specific email. In fact, the subject line often determines if your recipients even open your email. The following statistic is founded on MailChimp's report of over 40 million emails sent out:
Best Open Rates (60%-87%)
[COMPANYNAME] Sales & Marketing Newsletter
Eye on the [COMPANYNAME] Update
[COMPANYNAME] Staff Shirts & Photos
[COMPANYNAME] News Bulletin!
[COMPANYNAME] Newsletter - February 2006
[COMPANYNAME] Newsletter - January 2006 [ *|FNAME|* *|LNAME|* ]
[COMPANYNAME] and [COMPANYNAME] Invites You!
Happy Holidays from [COMPANYNAME]
ATTENTION [COMPANYNAME] Staff!
ATTENTION [COMPANYNAME] West Staff!!
Invitation from [COMPANYNAME]
[COMPANYNAME] Jan/Feb 2006 Newsletter
Website news - Issue 3
Upcoming Events at [COMPANYNAME]
[COMPANYNAME] Councils: Letter of Interest
[COMPANYNAME] Coffee Exchange
We're Throwing a Party
October 2007 Newsletter
[COMPANYNAME]: 02.10.06
[COMPANYNAME] Racing Newsletter
Worst Open Rates (1%-14%)
Last Minute Gift - WE'VE The Answer
Valentines - Shop Early & Save 10%
Give a Gift Certificate this Holiday
Valentine's Day Salon and Spa Specials!
Gift Certificates - Easy & Elegant Giving - Let Them Choose
Need More Advertising Value From Your Marketing Partner?
[COMPANYNAME] Pioneers in Banana Technology
[COMPANYNAME] Moves You Home for the Holidays
Renewal
Technology Company Works together with [COMPANYNAME] on Bananas Efforts
[COMPANYNAME] Update - A Summary of Security and Emergency Preparedness News
Now Offering Banana Services!
It's still summer in Tahoe!
[COMPANYNAME] endorses [COMPANYNAME] as successor
[COMPANYNAME] Holiday Sales Event
The continuing future of International Trade
[COMPANYNAME] for your next dream home.
True automation of one's Banana Research
[COMPANYNAME] Resort - Spring into May Savings
You Asked For More...
On the "best" list, you'll spot the subject lines are pretty straightforward. They're not so "salesy" or "pushy" at all. On the "worst" list, however, notice the way the subject lines read like headlines from advertisements you'd see in the Sunday paper. A lot of people get so much spam that whatever even hints of spam gets thrown away immediately. Also the "best" side seems more personable as opposed the "worst" side.
Effective Designing
In terms of viewing an email, a lot of people will read them in their preview panel. This is why most emails are designed to be no wider than 600 pixels. Each email program has different viewing panels. Mozilla Thunderbird's preview panel is horizontal. Outlook 2003 is vertical. AOL's preview panel is tiny:
So when it comes to designing, we must design for the preview panel. Below are a few tips:
Your design shouldn't exceed 600 pixels wide.
Your most important content should "peek" out the side of the preview pane. Keep the call to action above the scroll.
Left-align your logo. We don't want that to be hidden behind the preview pane somewhere. Our logo gives us credibility.
Images
A growing number of email programs are turning the images off within their preview panels. It's a "privacy protection" issue. Whenever we design email promotions, we always assume that images will undoubtedly be turned off. Therefore, below are a few tips for applying images:
? Include alt-text to images. Most programs allow alt-text for their image descriptions. For instance, if we have a register button that is clearly a graphic and images are switched off, the words "Register button" will appear where the image ought to be so the reader knows that this is a register button.
Do not use a graphic for important information. Always utilize text.
Never have more graphics than text.
Opening Emails
The following stats are based on MailChimp's report of when people open emails:
Nearly 1/3 will open within the first hour of sending
The majority (53%) will open within 6 hours
78% will open within one day
Within a week, 95% will open
Within 30 days, all could have opened it
Registration Forms
The average B-to-B registration form online gets under a 10% conversion rate. Basically, 90% or even more of the prospects who click to a registration form will click away instead of filling it out. One simple reason is that the proper execution takes too long to fill out. Typically a form shouldn't take more than 1 to 2 2 minutes to complete. Keep it simple with the minimal information you may get away with. A good solution is to design a registration template that is more appealing and user-friendly. And when possible, are the registration form in the email, with minimal info required.
A/B Testing
E-mail is well-regarded in the marketing world because of its low cost, simplicity, and exceptional measurability. But e-mail marketing also possesses another, often-overlooked strength. If you know how, e-mail makes it better to ensure your campaigns are successful and well received just about any time.
What's more info ? Testing.
Although marketers who test clearly achieve greater results than their counterparts who don't, only about 40% undertake this surprisingly easy and simple tactic, in accordance with a JupiterResearch survey greater than 600 e-mail marketers. In their report, "Effective E-mail Marketing," JupiterResearch found that marketers using testing were almost twice as likely to attain conversion rates of 3% or better. They also achieved a 68% improvement in exchange over non-testers.
What can we test?
Landing pages
Subject lines
HTML vs. text
Personalization with name
Long vs. short copy
Offers
Look and feel
Days of the week
Time of day
How do you test?
Split the list. Divide the list into several groups (preferably into 50 to 100 each) and change one characteristic (e.g., subject line) for each group. Assuming that we divide our groups randomly so that each represents an accurate cross-section of our overall recipient base, and everything else about our message remains exactly the same, our results should clearly reveal the best-performing characteristic.
