Best Practices – Subject Lines or less is more
When it comes to subject lines what’s the ideal length? According to email expert Karen Gedney the shorter the better.
Subject lines that are 35 characters or less have a 5.1 percent higher open rate and 1.7 percent better click-through rate.
Think about this – if you currently are averaging a 17% open rate you might be able to increase your opens by 25% or more.
Here are some guidelines to consider when devising subject lines:
- Does your subject arouse curiosity? The goal of the subject line is to get the respondent to open – not to provide information – that is what the email body and your landing page are for.
- Convey only one idea – your subscribers are trained to make quick decisions. If you make readers work to understand your subject they will skip your message.
- Is your subject line easy to understand – follows the point above. An easy, simple to understand idea is more compelling.
- Can the majority of email clients read the whole subject line? A practical reason for keeping the subject short is that most people can not read longer subject lines
- Consider personalization – ReachMail allows you to personalize the subject line. Most recipients rarely are addressed directly in the subject line so consider testing this feature.
Mailer Delivery Approval – Requiring a manager approval before an email is sent
For larger, more complex organizations being able to control the content of email messages can be critical. We’ve added a new feature that allows you
to require approval from an account administrator before an email is sent out. If you have more than one employee who uses ReachMail this may be
a feature you should use. Here is how you use it.
First – Go to the Account Manager Tab on the ReachMail Dashboard. Click on Users – Create new user
New users will have restricted access by default.
Leave “Mailing Delivery Approval” unchecked to require this new user to get approval from you before an email can go out
When the new user schedules a mailing an email is sent to the administrator (or administrators) to request approval for this mailing.
You’ll receive an email like this:
ReachMail: Mailing Scheduler
Acme mailing: “July Newsletter” has been requested at 7/27/2008 5:17:08 PM and is waiting for approval. Please login to ReachMail and go to Mailings/Scheduled Mailngs to review the pending mailing details and preview the mailing. Once you have reviewed the mailing you will be able to approve or reject it.
To approve tha mailer, log in to ReachMail, go to the Mailings Tab and click on “View Scheduled” Select “Preview Mailing.” From there select the list, schedule the date and time.
Beware of the rented or swapped list – they may have “honey traps”
Sometimes you may get an offer of a great email list – “5,000 Purchasing Managers” for sale for $199. Sounds great? Actually, no. Those lists often
have spam traps built in. Many ISPs (especially Hotmail/MSN) post bogus email addresses on the internet that are not actually registered with a real user. Spammers then
scrape those emails addresses and offer them for sale. If Hotmail receives a message to one of those email addresses they will label the sender a spammer.
Those ISPs will either severely limit or cut off access to your legitimate customers solely based on you emailing the honey trap email addresses.
Lesson learned: never buy or swap email addresses.
New Colleague Training – if you have a new colleague that could use ReachMail please let us know. We’ll provide complimentary online training for one or a group. Simply email firstname.lastname@example.org or call 888-947-3224
And always, if you or a friend would like a guided tour of ReachMail contact us at www.reachmail.net/guidedtour.htm