When deciding to launch mass email campaigns, much of the planning and preparation goes into writing high quality sales copy for the body of the email and collecting qualified email addresses for your bulk email campaign. Of course the time dedicated to these two tasks is often worth the effort because they have a direct impact on the return on investment you receive from email marketing online. The better the copy the more likely your recipients will respond and, of course, if you have pre-qualified these recipients then you can avoid the fear of being listed as a spammer and prepare for a good response to your bulk marketing.
Getting Your Emails Opened:
While allocating much of your bulk email campaign’s time and budget to these two areas may make perfect sense, there is one fundamental flaw in this approach. You see, if your recipients are not enticed to open the emails you send them, your efforts will see no returns. No bulk email tool or enterprise email marketing software can help you with this. What can help is a well-written subject line that drives the recipient to action.
The best way to get people to open your email is to give them something that shows a result. Look at the title used for this article: “Writing the Best Subject Lines for Your Bulk Email Campaign.” It promises that if you read this, you will be able to create better subject lines. This entices someone to continue reading past the headline. Other examples can be found reading the newspaper. Mimic headlines that grab the reader’s attention and drive him or her to read on. Applying this technique to the subject line of messages sent in your bulk email campaign will help increase the percentage of emails that are actually read by your recipients. Then your sales copy can do its job.
Other tips for writing better headlines include:
*Making headlines believable and relevant
*Referring to previous communications
*Don’t include your sales pitch in your headline – tell, don’t sell
*Focus on the first 40 to 50 characters
*Don’t include common spam words in your subject
*Don’t ever write your subject lines in all caps
*Write your subject line after you have crafted the body of your email message
Test, Test, Test :
Once you are comfortable with your subject lines, it’s time to start testing. Many times a small change in how a subject line is worded effects the open rate of your bulk email campaign. The easiest way to accomplish this is through a process called split testing. Divide the recipient list into two, or more, groups. Using a modified subject line for each you can monitor the open rate for each group to see which subject is more effective. Of course, you will need the right enterprise email marketing software to do this. Make sure that whatever solution you choose provides you with analytics so you can track the performance of your bulk email campaign.