Lots of great tactical details were shared in the MarketingSherpa Email Marketing Essentials workshop with Jeanne Jennings yesterday. I attended the workshop with plans to live blog it, but then couldn’t get wireless access.
I have a $200 discount coupon for the 2010 workshop series any reader of mine who emails me by end of May. There are four more this year:Atlanta, Minneapolis, San Diego, and Phoenix.
Here are a few of the takeaways for the email professionals out there:
- Put your brand in the From line rather than just a person and a title. While person and title is more personable, if you have a major brand you shouldn’t miss the opportunity to use it and increase the trust factor that causes a recipient to open it.
- Alt tags in images don’t help you in the preview pane of most email programs.
- Put your call to action in the upper left — to compensate for preview pane readers. Those are the people who do not read an entire email, but just skim down their previews. If you haven’t designed good copy to call them to click, you miss out.
- Forward to a friend is a dying option — use social share buttons and links instead. This is far more likely to generate action.
- Also, put share links on each individual article in an email newsletter because people won’t necessarily share the entire newsletter if they like one post or piece. Make it easy.
- While it is better to build your own house list, if you have to rent a list, do just that. Never buy a list. You simply can’t be sure what you’re getting.
- On your home page and landing pages, use a form field instead of a text link to your email newsletter and in the form field put: Enter Email Address or something to tell them what to do clearly.
- Start designing and testing for mobile devices, depending on your audience and the use of smart phones.
In my next post, I’ll share a few screenshots and case study success examples that Jeanne shared. If you have are trying to grow your email database and improve your email response rates, Jeanne is a consultant to call.
If you are a rapidly growing business and using SAP Business One, please get in touch as I am heading to the user conference next week and plan to profile some of the smart uses of SAP for small and mid-sized businesses.
TJ McCue is founder of Sales Rescue Team and is leading a series of webinars and short tutorials on tools to help small business owners sell more effectively online.