3. Sell, sell and sell<\/h3>\n
The vast majority of the messages we see passing through fall into the category of promotional email because their sole purpose is to sell. While that is a valid objective, their form and substance lack differentiation.<\/p>\n
Your messages can and should have different topics and objectives. Help the recipients of your mailings solve a problem; educate them.<\/p>\n
Sell by educating. Offer your audience various benefits for buying your product, without expressly saying \"buy the product\".<\/p>\n
4. Image is everything<\/h2>\n
A message in which images predominate over text, in the belief that the visual impact will capture more attention, may result in precisely the opposite effect: that nothing is seen.<\/p>\n
For various reasons, people often have their email readers (Yahoo, Gmail or Outlook) configured with image filtering.<\/p>\n
This makes the images invisible and, if there is no accompanying text, the message becomes a blank sheet of paper that is usually deleted.<\/p>\n
Texts must play a leading role; they must take precedence over the image, in a 60\/40 ratio. In addition, the image should complement and support the text, not the other way around.<\/p>\n
5. Always send on the same day and at the same time.<\/h2>\n
Scheduling all your mailings for the same day and time, or following to the letter the 'expert' advice of \"don't send Monday AM or Friday PM\", is not keeping in mind how varied your audience can be.<\/p>\n
Determining the best time to send your messages should be a decision based on your own experience.<\/p>\n
Try different schedules and be original; break schemes and evaluate your results.<\/p>\n
Why not send on a Friday PM or a weekend? How will your audience behave? You don't lose anything by testing with a segment of your base and reviewing the metrics it generates.<\/p>\n