Creating the Message and Choosing the Subject

Creating a message which can attract and hold reader's interest is key. Here we’ll provide some deeper insights into how to compose the message and what mistakes to avoid. It's no wonder nowadays that the most common Inbox activity is delete, delete, delete. Thus to prevent delete, unsubscribe or complaints you should be known for sending high-quality messages.

Starting from the very beginning you should be aware that any shorter Internet direct mail generally works better than a lengthy e-mail. The evidence shows that if you force people to scroll through pages of an e-mail message you risk to lose them.

Surely there is a workaround even for this particular situation. If the whole selling message can't fit in the e-mail, a two-step approach can work: you arouse the readers' interest and get them to click on a response form designed specifically for the e-mail campaign and on the Web. Once you get the prospect there, additional copy on the Web page can complete the sales job and get the order.

Another question you’ll face up during the creating message process is whether to use plain text for the mailing or an HTML enhanced version. Straight text is the simplest, most popular, easiest, and least costly e-mail marketing format. In fact, the programming and design costs are zero. Just type your message, and you're done.

But text e-mail doesn't take advantage of the graphic and inter­active capabilities of the Internet. HTML emails are much more inviting to read. HTML helps direct the reader's eye on where to go next and where to put one's attention. What’s more, a good graphical layout communicates a better brand impression. HTML also lets you track open rates, click-throughs and pass-along (recipients who pass your email communication along to friends/colleagues). An all-text email does not allow for tracking.

So when choosing between HTML vs. text, there’s no contest as HTML has higher response rates. Moreover with each passing year, more people prefer the friendlier "look" of HTML.

When creating HTML text keep these tips in mind:

* Make certain your HTML email is easily understood when it is opened and read without the graphics appearing. Some corporate email servers do not pass emailed graphics to PC clients on their networks. Furthermore, people often read their emails offline, and most graphics only appear when there is a live connection to the Internet.
* Keep experimenting with HTML formatting. Try different background colors. Try one column vs. two and two columns vs. three. Try putting key copy points and links in bold type.
* For long emails, consider inserting a hyperlinked Table of Contents or Index at the top of your email so recipients can quickly click and jump to where they want to go.
* You can conceal unsightly and unusually long Web addresses in HTML through masked links. An extremely long Web address can be embedded and hidden while the reader only sees the simpler address displayed in your email communication.

Furthermore, use graphics, animation, video, music, sound effects, mul­timedia, and audio incorporated into a self-contained file that is sent as an attachment to an e-mail or a link to a Web page. In the industry, this is known as rich media. With rich media, you can create dynamic presentations that have much a greater impact than traditional static e-mail.

Here we should mention also that many graphics are also damaging. As most of you are painfully aware, dial-up connections take too long to download large email messages: try to keep your communications to 20K-60K in file size.

If your audience is known to use greater bandwidth such as cable, DSL or high speed Internet connection, then you should be able to increase the total file size of your email message with no negative feedback.

A last point is to not eliminate text-only email communications. There are subscribers which prefer receiving their newsletter(s) in a text-only format.

To sum up give the recipient a choice between HTML or text versions of your email communications; that choice gives the subscriber a better sense of control. And some words about email relevancy. In the recipient's mind, you have to be known for sending high-quality messages: otherwise, you will be ignored or recipients will unsubscribe or complain.

Be careful in order not to damage your e-mail transmission and entire approach. It’s the case that 50% of email is now spam and people are busier than ever, so your e-mail should use the following structure:

At the beginning of the e-mail, put a "From" line and a "Subject" line. The e-mail "From" line identifies you as the sender if you are e-mailing to your in-house mailing list. If you're e-mailing to a rented list, the "From" line might identify the list owner as the sender. This shows the recipient that the e-mail is not spam, but rather a communication from someone with whom they already have an established relationship. The "Subject" line should be constructed like a short attention-grabbing, curiosity-rousing outer envelope teaser, compelling recipients to read further. If you can tease the readers and force them to read the e-mail to satisfy curiosity, your subject line will increase readership and response.

Remember your name in the ''From" field represents your brand and reputation for sending messages that directly appeal to the recipient. The "Subject" field represents a timely and relevant proposition.



Message example

It’s also highly advisable to get the first and last name of your subscribers. People like to receive personalized communications because it indicates it’s not a mass email distribution and are glad to see their names in the subject header and/or the body of the email. But don't overuse the first name of the recipient in the body copy of the email. After awhile, it comes across as too contrived.

In order to make certain that your emails are relevant and valuable to recipients use your website's registration page to ask recipients what content they want to see. Don’t be too intrusive, however, or it can turn people off and may cause them to abandon the sign-up process all together.

One more advisable technique is to encourage your existing subscribers to register all of your products in their possession. In turn, you can send them relevant product updates, tips and offers in the future.
What you should remember from this lesson:

1. Remember you have to be known for sending high-quality, relevant and valuable messages: otherwise, you will be ignored or recipients may unsubscribe or complain.