Boost your Email Response Rate

If you have an appealing subject line, you’ve jumped the first hurdle. But how do you make your emails more engaging, and boost your response rate?

Don’t be Boring!

No one wants to read the same old, generic emails they’ve already read before. Pleasantries and simple greetings may aim to start conversations, but unless you are writing one-on-one and you really know the person, skip it. You’re better off getting their attention and getting right to the meat of your topic. Try opening with a relevant fact or interesting statistic.

If you’re sending an email to someone who has visited your website and left contact info, you don’t need to remind them of this. Instead, use what they looked for to craft a message that is significant to what they did. Give a reason for your email. A generic, “I’m just following up to see if you need anything else,” isn’t strong enough. This is a sales letter. It should sound like one.

Make a Sale

If your message doesn’t have a call to action, you won’t get action. When sending an individual email, don’t write, “we should get together for coffee sometime.” Write, “Can we meet at the local coffee shop on Tuesday at 10am?” In email blasts, give a compelling reason for contact. End with one specific thing you can do for them and make it easy for them to say yes. Always give a deadline with special offers.

In Every Email

Keep it short and get to the point. Break up large blocks of text. Before you write, always consider your purpose and what you want the audience to do.

P.S. Don’t miss out on Fletcher’s monthly email. Sign up now! Enter your email address in that little box to the right. View the latest edition.

Email List-Building Tips

You realize there are still significant benefits and a high return on investment potential from email marketing. How do you grow your list to tap this potential? Make sure you do the following.


People to Add

    • Customers

    • Clients

    • Members

Get New Names

    • Have a monthly drawing for a gift certificate, good at your business. Entry forms should include an email address line and a check box allowing permission to be added to your list.

    • Ask every caller if they would like your newsletter.

    • Request email addresses at point of sale, online, or at the checkout.

    • Use comment cards and surveys to gather emails.

    • Have a small display sign near the checkout, reminding them to ask for your newsletter.

    • Bring signup sheets to all events you attend (networking, presentations, tradeshows, etc.).

Make it Social

    • Collect email addresses from your social media followers.

        o (Yes, I can help you get an attractive Facebook landing page and make it compatible with your email marketing program.)

    • Add a “Join our List” button to your blog and website.

    • Make your email “sharable.” Add buttons for all major social media tools.

    • Share your emails from your personal and professional social media accounts (where appropriate).

    • Ensure that your newsletter is easy to forward.

P.S. Join my mailing list by clicking the button on the right of this column or email "subscribe" to terra(at)fletcherfreelance(dot)com.

Email Etiquette

Email has been around for decades. It is still a very important and very effective form of communication. One must know how to use it well. The rules have changed, so we could all use a refresher course. Follow proper email etiquette and you’re sure to communicate more effectively in the electronic realm.


• Email Marketing Rules

    o Don’t do anything that might get you identified as a spammer.

    o Only request info or permission to contact if you do not have consent to do so.

• Privacy Issues

    o People are very protective of their email addresses. Don’t share your friends’ or professional contact’s email addresses. That means: don’t send emails to lists without using BCC (blind carbon copy).

    o Don’t share email addresses. If you’re doing some cross-promotion, for example, each business should email to their own list, promoting both companies. You should not exchange lists.

• Email Content

    o Be concise and to the point, but be sure to answer all questions. Spelling, grammar, and punctuation count, especially in business communications.

    o Use a meaningful and clear subject line. And it’s okay to change the subject line in ongoing conversations. It’s hard to later find the email you were looking for when they all look the same.

• Efficiency Tips

    o Create email templates for commonly asked questions.

    o Use the same template for your monthly newsletter or any regular reports you send.

• Common Courtesy

    o Don’t write in ALL CAPS. This comes off as screaming.

    o Similarly don’t overuse the high priority option. Your email will appear more aggressive and you may fall victim to the “boy who cried wolf” syndrome.

    o Don’t mix business and pleasure. Work accounts are for work. Personal accounts are personal. Don’t send email forwards to work accounts. Don’t send business proposals to personal accounts.

    o Make scarce use of abbreviations and emoticons. These are rarely appropriate for business and can otherwise appear juvenile.

    o It is hard to convey emotion in an email. Private matters are better discussed on the phone or in person. And never make any libelous, sexist, or racially discriminating comments in emails, even if they are meant to be a joke. (Really, don’t do this in person either.)

Take a little extra time before you click send to ensure that your emails are professional, appropriate, and do not violate the rights of others.

If you need an “extra set of eyes” on your next email, please call or email Terra today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Email Marketing: Subject Lines that Entice Readers

Your email’s subject line can be the determining factor as to whether your email gets read, even opened. That’s a lot of pressure riding on those few words. How do you make the best of them?

A short and simple subject line is best. I recommend 50 characters or less; Constant Contact suggests 40 characters or less. That means you have just five to eight words to convey a reason for your audience to read your message.

Be descriptive. Use numbers and locations. Encourage action in a creative way. Stand out from the rest of the subjects lines in your prospect’s inbox. Don’t use free, help, percent off, reminder, or an exclamation mark.

Rather than using the same subject line each time, summarize the content of this particular communication. Always use topics of interest to your audience.

Test your subject line’s effectiveness by splitting your email list in half. Try sending the same content with two different subject lines. Check your open, click through, and response rates. The results should tell you much about what appeals to your audience.

If you need help crafting your message and subject line – contact Fletcher Freelance today.

(715) 584-6773
terra@fletcherfreelance.com

Email Marketing Basics Part II

• Use the recipient’s name
• Avoid signs: $, &, !
• Email marketing is less effective during holidays
• Put your best offer first (above the fold)
• Recipients need to recognize it’s you – use corporate colors, design, and logo
• Give a bonus with subscription
• Quality content is required
• Answer questions you get from your customers

Email marketing is simple to do, but if you don’t have the time or the content – why do it yourself? Let Fletcher Freelance do it for you. Call (715) 584-6773 or email terra@fletcherfreelance.com.

Find Fletcher Freelance on facebook.

Email Marketing Basics

• Use a real reply address
• Know your objective
• Check for spelling and grammar
• Keep it short and simple (KISS)
• Use a call to action
• Include who you are and what you want them to do
• Have a deadline for any offers
• Give recipients the option to unsubscribe
• Send a test message before sending the real thing

How to Write an Autoresponder Email

When someone signs up for your email newsletter do you send them a little thank you note? With services like Constant Contact you can have one sent automatically.

Many of the tips for writing an auto responder email are the same as how you would write any email campaign:

• Focus on your audience.
• Make it personal and friendly.
• Be benefit-oriented and enthusiastic.
• Include a call to action.
• Offer something (a free report, trial membership, etc.).
• Write to your ideal customer; keep them in mind as you write. Use more “you’s” than “me’s.”
• Use plenty of action verbs.
• Write at about a sixth grade level.

• Have Fletcher Freelance give it a quick proofread.

(715) 584-6773 or terra@fletcherfreelance.com

Reasons to Use Email Marketing

As a small business owner perhaps you have asked, “Should I use email marketing?” What are the benefits of email marketing, who uses it, and why? Is email marketing still effective?

Read Reasons to Use Email Marketing now.

For a jumpstart on your email marketing campaign or to get help with the content call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

*Constant Contact is hosting a FREE webinar at 3pm tomorrow.

Current Resident Alternatives

Never again address your mail to “current resident.”

The technology to personalize email and snail mail campaigns kicks “current resident” to the curb. Most email marketing providers, such as Constant Contact, make it easy to address each correspondence to each recipient- by name.  Mail merge programs use your database of contacts to personalize printed mail pieces.

If you don’t have a name, try these titles (as recommended by Dan S. Kennedy) instead…

To the Busy Family that lives at

To the Concerned Parent that lives at

To the Person Who Must Increase Sales for

I've also had mail addressed to me as...

To the friend of (organization)

Any of these phrases is an improvement over "current resident."  If you need assistance in choosing the right words for your next marketing campaign call or email Fletcher Freelance today! I can be reached at (715) 584-6773 or terra@fletcherfreelance.com