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Learn about my Landing Page Best Practices here
Subject Line
1. Keep subject lines short. I aim for 35 - 40 spaces.
2. Make sure the first two words are compelling. If you don't capture readers at the very beginning, you've lost them for good.
3. Don't use exclamation points and words in all caps. They can trip spam filters.
4. Test subject lines with a small group of users a few days before sending the email to your full list. Then use the best-performing subject line for the rollout.
5. Include your company name or brand. They can increase open rates.
6. Test the word "Free." According to Lyris, one of the first major email production companies, it's not against the law, or CAN-SPAM, to use "free" in the subject line. But, they say, don't make it the first word, don't use it with an exclamation point, and don't use all caps. Personally, I avoid "free" because it can trip spam filters. But it's worth a test now and then. Ref: http://www.lyrishq.com/content/view/108/
From Line
7. Use your brand and/or an individual's name.
8. For renewals, try using the editor's -- or a popular columnist's -- name.
Body Copy
9. Include a URL at the top where recipients can view the email in their browsers.
10. Restate the subject line at the top of the email. One of my clients found this technique works. At the very least, make sure your headline echoes, or continues from, the subject line.
11. Place important photos or images at the top left. The eye goes there first.
12. Put text below images. The eye is innately attracted to images. Tests show that text placed below an image is read more often than text placed above an image.
13. Use captions below photos that state the offer and link to the landing page. People are more likely to read captions than body text.
14. Don't overuse graphics. Text loads faster. And some people have their images turned off.
Links
25. Go for visual variety. Highlighted areas, sidebars and bulleted text draw the idea and keep it engaged.
Make Your Email Promotions Pay
If you have one or more email/landing page promotion(s) on your agenda, let's talk.
You'll find my emails and landing pages on target, on time, on budget. and profitable. I've been writing and designing email since the dawn of the commercial web. Examine My 2008-2009 Email Promotions Here
15. Use ALT tags. Insert descriptive copy that appears in place of blocked images. Don't hesitate to link ALT copy to the landing page, if applicable.
16. Make photos, images and headlines into clickable image maps that link to your landing page. People click on all of these. In fact, if your email is a short, "postcard" type with an all-over color background, make the entire email a link to the landing page.
17. Send email in multi-part MIME. It includes a text version for those with their HTML email turned off.
18. Place one link at or near the top of the page.
19. Place text links and call-to-action buttons throughout the email. Links at the top and bottom get the most clicks, but links throughout the copy also draw clicks.
20. Make sure a call-to-action and important benefits are above the fold.
21. Use benefit-oriented calls to action in text links. Not "Click here" but "Continue," "Details here," or state the offer.
The Action Button
22. Place an action button at the bottom of the email. As with links, offer a benefit or a reason to click instead of "Click here."
23. Make action buttons large and prominent. Use a bold, attention-getting color like red.
24. Include a small image of the premium with the action button, if you're offering a premium. Here's an example:
Call me for an exploratory conversation about your past email performance and future plans at 617.354.3232. Or email me at jeff@circ.com
Let's get started!
Permission to reprint this page granted under the condition that reprints contain the following attribution:
©2009 Jeff Laurie (jeff@circ.com