Ezines or Email Newsletters are terrific tools to get in front of your customers...if you can get past the spam filters! And if you can...how do you get your recipients to open your emails? We tackle these issues in this quick slideshow!

1. AVOID SPAM FILTERS &
GET YOUR EZINES OPENED

2. AVOIDING SPAM FILTERS

3. WHAT ARE OPENS?
Open Total Opens Unique Open

4. WHAT’S A GOOD OPEN RATE?
20% - 30% is good
40% - 50% is great
50% - 60% is fantastic!

5. YOUR SUBJECT LINE - 80% OF THE
PROBLEM
• ALL CAPS! (ACT NOW)
• Spammy words (Free, Act Now, Limited Offer, Only)
• Repeating characters (!!!, www,...)
• Web addresses (www.mysite.com/blog)
• Curse words, profanity, or even potty humor
• Sneaky misspellings (FR33!, V1AGRA, SP3C1AL)

6. YOUR BODY MESSAGE - 10% OF THE
PROBLEM
• Sales-y words (Free, Buy Now, Special Offer)
• Lots of links
• Tons of images
• Lots of ALL CAPS
• Too long messages
• Not enough text

7. BEING UNKNOWN - 5% OF THE
PROBLEM
• Some recipients only allow approved email sources
• Servers...same problem
Solution – Send a text email request first

8. TIMING - THE REMAINING 5%
• 8:00AM (or 1:00PM / 3:00PM)
• Tuesday, Wednesday, Thursday
• Never at night or weekends

9. INCREASING EZINE OPENS

10. IT’S ALL
ABOUT...
Your Name
Subject Line

11. EZINE SUBJECT LINE DO’S
• Use your name
• Use a consistent Ezine title (Bob Wilson’s Insider Updates)
• Important words 1st (Subject Lines: How to improve them)
• 4 S’s: simple, short, specific, straight forward

12. EZINE SUBJECT LINE DON’TS
• Avoid being overly promotional (“Everything’s 1/2 off!”)
• Don’t be overly-clever (Save that for inside the Ezine)
• Don’t be shocking (Go for intriguing)
• Avoid abstraction (“Self-belief is bliss”)
• Watch out for truncation (This email subject line is...)

13. SUBJECT LINE LENGTH
“The best subject line length is one that uses as
few words as possible to provide the information
or incentive that gets the reader to open it.”
– Mark Brownlow
• Most email programs truncate after 75 letters
• 45-55 letters is a good (9-11 words)

14. ANDY’S FAVORITE SUBJECT LINES
“Are we addicted to giving our own opinions?”
– Chris Brogan
“Theirs a problem with you’re email”
– Marc Cenedella
“10 gift ideas for the friend who has everything”
– Target

15. SUBJECT LINE SUCCESS SECRET
“When it comes to email marketing,
the best subject lines tell what's inside,
and the worst subject lines sell what's inside.”
– Mail Chimp

16. CREATE AN “FMI” (FIRST MENTAL
IMAGE)
“You want to inspire your prospects to begin
imagining or visualizing themselves enjoying
the benefits of your product or service.”
– Bryan Eisenberg, ClickZ
“Does your minivan babysit?”