Okay - you’ve decided to use email marketing as part of your internet marketing plan. You’ve chosen a reliable autoresponder provider, and you’re ready to go. But what information do you send to your subscribers? Here are some tips which will help you keep your subscribers happy.

Make sure your emails are going to the right people

If email campaigns fail, it’s usually because the wrong information is being sent to the wrong people. The people who should have got the messages about blue widgets were sent the blanket email about red widgets. So the people who were interested in red widgets were really happy with the information they received, but the rest of the readers didn’t want to know about red widgets and weren’t happy, so they unsubscribed.

To avoid this situation, get to know your email readership as well as you can. If your readership want to know about blue widgets, senf them information about blue widgets. If you want to send them information about red widgets, tell them you run another mailing list for red widget lovers, and tell them where they can sign up. Segregating your email list like this will work wonders for the success of your email campaigns, and will keep your readers happy. This is known as segregating your list.

Make sure you personalize your emails

Autoresponders make it easy to call your readers by their name - for instance, Aweber uses the code {!firstname) - just insert that where their name should be, and you’ll make them feel special. Your emails will also have a better chance of being opened and read if you use this in the subject of your email

Keep your email layout simple

If you’re using HTML format for your emails, don’t go overboard with flashy fonts and graphics. Stick with KISS - keep it simple stupid. If you make your emails difficult to read, then your potential readers will put them straight into their trash folder, after they’ve unsubscribed.

The subject line is important

The subject line is the first thing your customer sees, and it is this that will make them decide whether to open your email or not. Avoid subject lines like ‘earn money’ and ‘make cash’ - you need to be a little more subtle than this. Your subject line should make your reader curious as to what the rest of the email’s about, to encourage them to open and read it.

Always include an action call

There’s no pint in sending an email to a reader if you don’t expect them to do something. You could ask them to do one of several things - click a link, buy something, fill out a survey and so on. Readers won’t do something for you unless you ask, or tell them to.

Don’t give too much information

You’ve found a product which you think is great, and you’re sure your readers will love it too, so you want to tell them about it. They don’t need several paragraphs telling them why it’s so great. Just give them a couple of sentences. If you want to go into more detail, do this on a web page, and ask your readers to visit this web page if they want to find out more. If they’re keen to find out more, they will click on the link. However, if you ramble on for several paragraphs extoling the virtues of the product and they’re not interested, they’ll unsubscribe and trash you.

If you remember these points when you’re putting your email campaign together, you should increase the open rate of your emails and improve the chance you have of making a sale.

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