Debbie Mayo-Smith: Much more to email than meets the eye

Debbie Mayo-Smith.

Last week I had a call from Radio NZ to comment on air about a Sydney Morning Herald article. It was about a guy who pressed "go" and out flew 700 emails, all addressed "Dear Adam".

Along with advice to test, test, test, there were the normal helpful hints. The same ones I've been writing about, that you've read about, for years: give good content; keep articles short; have a short attention-getting subject line; format for phones.

I put a together a few bullet points, but of course my short list far exceeded a three-minute conversation and, as normally happens, the interview veered off in another direction.

So I thought I'd strike while the iron was hot and write a two-part series on the pitfalls to avoid in email marketing.

The first thing is to step back and look at the whole picture.

A successful marketing email is not just an email. It's the successful weaving together of four components: database; content; technical setup/design; distribution.

Each of these components has a bearing on how well received your email will be (and if it is received at all), and whether it sparks any action.

We'll look at the first two components - database and content - now, and follow up with the technical setup (design) and distribution next week.

DATABASE

Targeted is better. If you are selling something location based or suitable for a certain demographic - only send it to them. This is why one of my top database recommendations is always to get as much information as you can (and enter it) in your marketing database.

Why? You might sacrifice a few sales in the short term but in the long term you'll preserve your gold - your list and your permission to email those on it.

Don't try to sell the same thing to the same people too many times.

In my experience, the first use of the database for a specific offer will get the most takers. It's the gold. Your second email out on the same subject turns up the bronze. Notice silver is omitted? Your third run is a wipeout - very little take-up and lots of unsubscribes. My advice: if possible, don't be greedy and skip the third email.

Replenish, replenish, replenish.

Focus continually on getting "fresh blood" to top up what you're losing through unsubscribes and mail delivery errors.

CONTENT

Wiifthem (what's in it for them). Short and sweet. The number one rule to remember about content is this: people don't care about anything except their world. They're busy. Over-messaged. Inundated. Most emails are written from a me, me, me point of view.

Here are two examples from my inbox. From a consultant: "I've just written a new book." From a speaker: "If you missed my webinar ..."

These are written from the perspective of the business rather than from the reader's perspective.

The road to more success is this: put yourself (or your marketing person) in your readers' shoes and think like them.

What are my problems? My pains? What solutions would interest me? How can I be more successful? How can I save X?

You must, must, must write for spam filters.

Spam filters are activated by your words (as well as technical setup). So it pays to understand how emails are screened, rejected or accepted.

Commercial spam filters intricately examine each email and work primarily on a point-scoring system. The filtering rules are different for every business, as they set the criteria.

You'll know by now that you shouldn't put forward/pass on in your email. I took it out years ago. Here are some examples of what Spam Assassin looks for in the content of an email. Generally, if an email has a total point score of less than 5 points it will get through the filter (but it then has to conted with Microsoft Outlook).

"One hundred per cent guaranteed", 2.7 points; "Dear (something)", 1.9 points; Claims that you wanted this ad, 2.8 points; and "Money back guarantee", 2.9 points. For more examples, have a look here.

My next column, on October 22, will discuss what to be aware of in email template design and the three methods of personalised distribution.

Debbie Mayo-Smith is a bestselling author and international speaker.

www.debbiespeaks.co.nz



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