E-commerce Link: Reaching Out
Instead of simply selling, ask prospects to register for a whitepaper, participate in a contest or sign up for your email program. Remember, if you collect their information, you have the opportunity to continually nurture the lead. Primary considerations:
• From line. Do you control your email "from" line? There are pros and cons to this. In some circumstances, the list owner controls the from line, which can be a good thing for mailers because the owner introduces you by saying something like "You signed up to receive emails from [XYX.com] and here is an offer you may be interested in. If you do have the ability to define your own email from line, then you need to think about whether your company name will be recognizable.
• Subject line. Because you may not control the from line, it's a good idea to include your company name in the subject line. Aim for a subject line that's fewer than 45 characters, and include action words and verbs. Relate to your audience and immediately give them a reason to read your email.
Creative is the last element in importance, because a superior targeted list and offer that resonates with the target audience will work even if the creative is not exceptional. However, a marketer should still strive for solid creative to increase the odds for success. Primary considerations:
• Copy. Keep copy short and focused.Your primary offer should be both above and below the fold.
• HTML and text. Most list owners will ask you to provide both HTML and text versions of your message. Format your text version to 65 characters wide with hard line breaks and use inline HTML where every element is pre-defined for the best viewable experience.
• Bullets, headlines and subheads. Make it easy to understand the key points of your message. Most readers skim—so organizing content for an easy read is important.