5 Email Marketing Myths: Busted?

Posted on February 23, 2011 by Jodi Kaplan

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This post was inspired by a recent post on Problogger written by Georgina Laidlaw, Darren’s content manager.

She decided to do a split test of two emails, and what she found busted some common email marketing myths.

Do you follow these common rules (that aren’t necessarily true)?

Five email marketing myths

Here are the myths:

1) use call to action links
2) sell the customer before they’ll click
3) offer a discount
4) drive readers to action
5) use bold, bullets, and subheads to make your message easy to scan

Myth #1: Use call to action links

This means using words such as “order now”, “click here” – as a link vs. a link with the name of the product or other information. I would use both. See which kind gets more clicks, and then repeat that in the next email. And make sure it’s clearly a link – make it a different color or underline it, or put it on its own line (if you’re doing text emails).

Myth #2: Sell the customer before they’ll click

Where should the first link to the product be? In the fifth paragraph? Or near the beginning? Put both in. Some readers are convinced to learn more after reading a few lines. Others need more information.

Myth #3: The subject line must offer a discount

A discount isn’t the first thing people want – unless they’re sitting with credit card in hand, ready to buy that exact item. If I sent an email selling pink snow boots at 25% off it wouldn’t do much good – unless I absolutely knew that my audience was ready to buy pink snow boots. If they’re men, or hate pink, or live someplace without much snow, it won’t matter how big a discount I offer – it will be irrelevant.

Myth #4 -Drive readers to action

Yelling at people definitely doesn’t work. Instead, build a picture in their minds of what they’ll get from using/buying your product. Explain the problem, and how your service is a solution.

Myth #5 – Bold fonts, bullets, and subheads equal easy to read

What’s important is to break up the text. Long paragraphs are hard to read online. I agree about the bullets – do use them – and put the important words at the beginning. Use action words (such as achieve, master, learn).

What do you think? Are these really myths? Has she busted them? Do you think they would be effective with your emails?

Do You Have These Common Email Marketing Questions?

Posted on February 15, 2011 by Jodi Kaplan

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Email marketing can seem a bit daunting when you first start out. You probably have lots of questions about how well you’re doing, where to get lists (especially if you don’t already have one), and what exactly a split test is.

Here are some common questions and answers, plus some useful links for more information.

Q: Where can I find an accurate report on email open rates?

A: Mailermailer publishes an email marketing metrics report each year. You can get the latest email open rate report here.

Q: Where can I find a reliable email list broker or seller?

A: There are plenty of list brokers – and places to buy email lists. I would recommend sticking with newsletters or (either a co-op arrangement or an ad), rather than trying to buy a list. You know how I feel about buying email lists.

Q: How big should my list be?

A: As big as it needs to be to support you. People get hung up on size. The size of your list isn’t as important as whether you’re offering relevant information, to people who asked for it, and who know, like, and trust you enough to buy from you.

Q: What response rate will I get to my emails?

A: This is one of the most frequently asked questions! The answer is: it will depend. I know, but there are a gazillion factors involved (the quality of the list, the subject line, the product, the offer, the price, even the time of day). The best way to tell is to a) keep track of what you did before (which should give you a general idea what to expect) and b) run split-tests

Q: What’s a split test?

A: A split test (sometimes called an A/B split) is a way to see which of two versions of something works better. You can do this with email, a web page, or mail. The answers can help you write better copy without writing a word

Q: How often should I email?

A: Another depends question. Spell out in advance (before people sign up). If you change the frequency, announce it. Daily Candy mails daily; HARO mails three times a day. The important thing is to pick a schedule and stick with it. If you change it, let your readers know in advance.

Secrets of Successful Email Marketing

Posted on February 7, 2011 by Jodi Kaplan

Email Icon (Photo credit: Wikipedia)

A roundup of email marketing tips that tell you:

what you should know before you hit “send”
the best size for your email list
how to build a great email list (without spending a penny)
what response rate to expect
a common email marketing mistake (and how to avoid it)

What Every Email Marketer Should Know Before Hitting “Send”

How Big Should Your Mailing List Be?

Build a Qualified Opt-in Email List for Free

What Email Response Rate Will You Get?

Email Opt-in Permission, Tradition, and Fiddler on the Roof

Posted on January 6, 2011 by Jodi Kaplan

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Yesterday, I got a new newsletter in my email. It was from the publishers of another newsletter I subscribe to. I hadn’t subscribed to the second newsletter. The email just showed up in my inbox, without my permission.

They didn’t offer the second publication as an optional opt-in permission email.

They didn’t ask me if I was interested.

They just opted me in to their new email newsletter, without my consent.

Permission!

I sat there thinking “Permission! Permission!” Then I got a mental image of Seth Godin warbling the song from Fiddler on the Roof, dressed in battered clothes, and holding a metal milk can.

Once I got that image out of my head (it’s a persistent one), I tried to unsubscribe. The link worked, but the page was broken (it wouldn’t accept my request). So, not only was I stuck with a newsletter I didn’t want, the company was also breaking the US CAN-SPAM rules (which require that opt-out is offered, requires only a single link, and is free).

Ask first

If you’re going to start something new, ask first. Tell people about it in your existing newsletter. Or mention it on your blog. Add it to the sign-up for your free ebook/ecourse, if you have one. There are many different ways to announce and promote it. Just don’t spam people. Spamming may be “tradition” in some parts, but it’s not a good tradition.

Obey the law

And, as I update this in 2015, it’s now illegal in certain places (sadly not the US) to send an email without express consent.

Think outside your company

Adding subscribers to a new newsletter may seem like a great idea in company meetings (hey, we thousands of subscribers, surely the people who enjoy receiving one newsletter from us will welcome a second one!), but it won’t survive contact outside the conference room.

The right way to get permission

It is a good idea to offer your existing subscribers new content (after all, they do already like you). Just ask them first.

In fact, ask your current subscribers before you tell the public. Make it an early exclusive just for them. Start out by putting the offer in a few issues of the existing newsletter. Tell subscribers how useful the new one will be and give them some examples of what they will get from it. “Sell” them on the idea.

If it’s relevant and useful, they’ll sign up. Once it’s up and running, repeat the offer semi-regularly, just in case the first newsletter’s subscribers missed the pitch the first time. That will win you fans (and subscribers too).

How Often Should You Email Your List

Posted on December 22, 2010 by Jodi Kaplan

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How often should you email?

This is a question that comes up a lot, and for good reason. If you email too often, you alienate people. Do it too infrequently, and people are likely to forget about you. Then, when your message lands in their inboxes, they think you’re spamming them.

The trouble with answering the question is that there’s no perfect answer. It’s not an absolute rule: you must email exactly X times per day/week/month or else!

It’s not really an absolute number though – there’s no “perfect” rule to follow.

Choose a mailing schedule

There is no hard and fast rule, but you can pick your schedule. Then, just stick to it.

The important thing isn’t how often you decide to send messages, but that you tell subscribers up front what your schedule will be, whether that’s once a month, once a week, or once a day.

Check your stats for complaints. If the number gets too high, your email service provider should alert you that there’s a problem.

Why people complain

One, they may have forgotten they subscribed. You can gently remind them at the end of the newsletter that they’re receiving it because they signed up. I’ve even seen some that say something like, “Hi Jodi, you’re getting this newsletter because you signed up on (date).”

Two, some use the “spam” button as a way to unsubscribe. They may have forgotten they signed up. Or, they may just want to stop getting your newsletter.

Three, are you mailing more often than promised? Did the content change substantially? Or are you advertising more than you said you would?

What to do about complaints

If you get lots of them, or your unsubscribing rate goes up steeply, send a questionnaire or a survey. I saw one marketer do this and offer an extra bonus report as an incentive for filling out the form.

It’s also a good idea to survey readers every once in a while (or even add a survey to your autoresponder if you have one) to ask what people think.

Another option is to offer your subscribers options for reducing the number of emails they receive. This can mean breaking out different newsletters (let me keep the Tuesday Tips, but stop receiving Wednesday WordPress) or offering the option to receive newsletters weekly instead of daily.

Do you think most marketers email too much? Share your opinions.