2. In control
Recognition of sender (by ESP and receiver)
Attach vCard with initial/welcome email.
Personalized from rather than from donotreply@. Increases open rate by 3-4%.
Recency of interaction (and its impression)
Try sending emails just after every interaction.
Interaction doesn’t have to be successful/complete. Send email to drop-offs.
Subject lines
Time of day
Out of control
Workload of recipient
Amount of email in recipient’s inbox
Mood of recipient
4. The worst subject lines sell what’s inside.
The best subject lines tell what’s inside.
5. sell
Join Us for a FREE Webinar on April 2 2011!
Register to Win Your FREE iPod!!
Shop Early and Save!
Announcing the release of xyz
An Exclusive Offer for You
Free Shipping–Limited Time Offer
tell
SlideShare newsletter: 2013 and we’re still using powerpoint wrong
Welcome to SlideShare. 10 ideas to upload content.
Top 10 presentations this week
Your Jan website stats
Save $50 – offer ends in 3 days
10 Gift Ideas for mother’s day
Take your pick: Our 9 Favorite Dresses
6. Donts
Use jargon. Technical or subject-specific keywords
Ask for request or assistance.
Use the words: Reminder, % off, Help, FREE!.
Reveal too little or too much information
Dos
Make it clear, useful and ultra-specific
Numbers are better than words
Questions are better than statements
Leverage localization if possible
Use timely topics and urgency (but don’t overdo it)
7. No verdict yet
Length of subject line
Subject personalization (adding first, last name)
8. 9 evergreen subject lines ideas
Urgency
Save $50 – offer ends in 3 days
Early-bird offer. Ends this friday.
Benefit
Loose weight while you sleep
Earn $90,000 a year repairing windshields
How-to
How to get 12 hours out of an 8-hour day
How millionaires buy and sell gold
9. List
Top 10 presentations of 2012
10 presentation designs you would love to steal
Teaser
Do you close the bathroom door when you’re home alone?
Banking secrets that banks don’t want you to know
Question
Will you have enough money to retire at 65?
Tired of making your boss rich?
10. Targeted
Are a sales pro who wants to close more deals?
What every investor must know about IBM?
Reasons why
Reasons why Microsoft outsells Apple
12 reasons why you should invest in bonds
Testimonial
Why Arnold Palmer uses Quaker State Motor Oil
Tiger Woods can afford any car; he drives a buick
