As any direct marketing pro knows, email can be an affordable and increasingly targetable communications tool. And for many direct mailers, email is now part of their integrative campaigns.
What's more, it can give you answers to important marketing questions super fast. Want to test a new offer or product price-point? No sweat. Send out a split-test email blast and in no time the marketplace will tell you what to do.
Another thing I really like about email is that it's very flexible. You can use it to meet all kinds of marketing challenges. For example, you can use email to:
- Get prospects to request a white paper
- Encourage the use of your downloaded software
- Ask for the sale after a free download
- Cross sell your product
- Upsell to higher-priced products
- Generate sign-ups for an online conference
- Garner customer testimonials
And that's just for starters.
Of course, there's a catch … You have to write your email right. That means avoiding the pitfalls that await the unwary — mistakes that any seasoned direct mail pro will recognize and hope to avoid.
Here's a list of five mistakes that I urge you to avoid making:
Mistake #1: Using a weak subject line
It doesn't matter how compelling your email offer is, or how brilliantly your message is written. If your subject line isn't working right, your email will never get opened and your campaign will be a failure. (Just like a bad teaser on an outer envelope will kill a campaign no matter how good the guts of the mailer.)
Subject lines should be kept short. (Never exceed 40 characters including spaces.) This means that every subject line must communicate extremely quickly and have a little punch. Flat or cute is bad. Examples:
BAD SUBJECT LINE: Who's minding the store?