The email
You’ll probably be broadcasting your Solus email as part of an integrated campaign. If you want great results don’t just re-hash a press release or a printed ad and think it will do the job. Allow enough time to consider the email in its own right.
Remember, most people scan emails and skim-read the content.
Summarise the benefits of your offer and the calls to action in a clear and concise manner. Make sure this information is in text and prominent at the top of the page it should be easily readable and above the fold:
- In the plain text version
- In the HTML version
- With images off (use imagery only to support your offer or brand not as the primary source of information - one common mistake is relying on imagery to portray your company name).
- In a horizontal preview pane
- In a vertical preview pane
- In all common email clients and if you work in the B2B financial services industry, don’t forget to test in Lotus Notes!
Personalise
Even though it’s a Solus email it is still possible to personalise the email with the recipient's name. You are instantly engaging with the recipient and they will appreciate that you've made the effort to do so as a result they are far more likely to respond to your offer.
Build rapport - get inside the mind of your recipient and write copy that addresses their needs. Tell them the benefits of your offer and guide them to take action. Ask the publisher if it is possible to segment the list any further to enable you to tailor the content or tone of voice specifically for each smaller group.
Calls to action the dos and don’ts. Don’t just say click here as this doesn’t explain, to the scanning eye, what the link leads to - it also becomes very repetitive and boring. Don’t just use underlined words and assume the reader will click them. Do tell your recipient what you want them to do. E.g Download our “Guide to ISAs” now or if you_must_use the click word try: Click here to download our “Guide to ISAs” now.
Repeat key calls to action several times throughout the email. Ensure all calls to action have an obvious prominent text link and do not rely on imagery.
Expand your database - use this as an opportunity to expand your in-house database by including a link so recipients can register to receive your email updates. As this is a cold audience you may need to include an incentive or really stress the benefits of your email services to boost this conversion rate.
Imagery
Use imagery to visually promote your message and enhance and support your brand. As they say a picture tells a thousand words...
However, be aware of the file size for the images you are using, remember not everyone has super speed Internet connections.
Sign off
Sign your email off from a real person. Even better include a scanned in image of your signature with a return email address and a telephone number. This will build trust with the recipients and endorse the fact that this is a genuine offer.
Your contact information
Always include your contact information, including your company name, address, telephone number and registered number - this information builds trust in the recipient's mind.
Terms and conditions
If there are any terms and conditions relevant to your offer include these or a clearly marked link to these in your email.
SPAM phrases
Avoid words that might lead to your email getting blocked in SPAM filters. E.g Free, Cheap, Offer. Most spam filters publish lists of words to avoid. If you do need to include words that might trigger a spam filter like cheap or free, putting them in an image is a good way to ensure your email won't get blocked.
Unsubscribe / Privacy policy
Most of the Solus email providers will automatically take care of this for you - as they are sending on your behalf they will need to ensure the emails are legally compliant. However do check.
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