Here are 15 moves every e-mail marketer should include:
- Know why your consumer should sign up for your e-mails
- Use intrigue versus incentive
- Build up "reverse preferences" (track what people do and don't do)
- Run subject line tests
- Use social media to drive up open rates
- Use Web designers
- Use clear calls to action
- Keep important content/messages above the fold
- Respect image blocking and the preview pane
- Render tests
- Create an iron-clad e-mail production process with tasks, individuals, and days of the week associated with each milestone
- Run a test with every send – and (this is key) share your results with your stakeholders for short-term visibility; archive them for long-term learnings
- Ask yourself these three questions:
- What is this e-mail about?
- Why do my subscribers care?
- What do they do about it?
If you keep the above in mind, you're email blast will always have a purpose and get the results you're looking for.
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