So, you want to create e-Newsletters for your paying clients that
will be sent to your readers? Here are 10 aspects to consider for
maximum results.
1. Subject lines are king, use the person's name that is receiving
the email if you can. Always think, what is in it for me/them? What
makes me want to open this when I get it.
2. Most email is read in the preview pane, so be aware of that when
designing the email layout. Also, be aware of that when looking at
results of the push. Open rates are often off by 12% due to reads in the
preview pane.
3. Due to picture download issues in email programs do not rely on
images to sell the product/service. Text is often better. Use images to
reinforce text. Most advertisers want to just place a modified print ad
in their email. NO! Keep it simple.
4. I do not advise sending an email on Monday or Friday. Monday is "delete day" and Friday is "do not pay attention day".
5. I like to send emails at 10am or 2pm in the target time zone.
6. Use an ESP with a great deliverability percentage like Contactology or iContact.
7. Test and re-test. Send several tests and look at them on Mac and PC and on mobile.
8. Make sure it is clear that you are sending this to them as a
valued member/reader of your publication. Like this sample line,
perhaps: "This special offer presented exclusively to valued readers of
..."
9. Approving the creative is so important. Make sure that is in your contract.
10. Think about your spam rating in advance. You do not want to have
a spam rating at all. So, will the cash from this advertiser ePush
create a ton of spam reports. If so, think twice. Does the ad really
work for all your readers. Is it dumb? Is it a gimmick? Use your best
judgment.
There is a ton to consider, but consider it you must. Advertiser
driven stand alone e-mail can drive revenue for your publication.
I wrote more about eNewsletters in general and making money from eNewsletters at this link: http://tinyurl.com/3cnf2bs.
Click here Part 2 of this article for tips on how to minimize "unsubscribes" from advertiser email blasts...
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