If you're using e-marketing to promote your company, there are some easy steps you can take to improve your open rate. Here are five tips for creating an email that will merit opening:
1. Put the most important information in the top 1/3. Why? Most people read email in their preview pane. If the "meat" of your blast isn't visible in the preview pane it's more likely to get deleted before it's read. Try to get your call to action above the scroll.
2. Grab attention with a strong subject line. Rather than "Ace Staffing November Newsletter," try "10 tips for retaining top employees--Ace November News." Use the subject line to entice your recipients rather than to push an ad out to them.
3. Set up the important information as text rather than images. More and more programs turn off images by default and ask the recipient to click to turn images on, as a privacy protection measure. Even without the images your important message will get read if you set it up as text.
4. Make it easy for readers to get to you. Include a link to your Web site so they can find more information if they need it.
5. Keep it simple. Good clean design basics apply for email marketing the same as for traditional marketing. I've seen a lot of Web programmers who are terrible designers (and vice versa!) Solid, clean design and relevant content will help your emails succeed.
And please don't forget to include an unsubscribe link and your physical address every time you send an e-blast.
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