4 lessons for stronger email marketing

by Katie Bird

Sending e-mails is something you probably do all day, every day. Subject lines and formatting may not matter much for this regular correspondence, but if you’re going to use e-mails in a marketing campaign to attract investors, some seemingly trivial details like this may make all the difference.

Since the subject line is the first thing your audience will see, we’ve selected a few examples (with permission) from a recent guide by Advisor Perspectives, who recently released a guide on how to compose the best dedicated e-mails. These are examples of the best and worst attempts.

Worst:

Explore a solution constructed to get clients back on the road.

It’s awkward, wordy and vague. The call to action is weak, and there is no immediate offer, such as a webinar or downloadable report.

How did we find tax-free income in an airport terminal?

Along with the baffling subject line, the text in this e-mail was a bit longer and more academic—not as reader-friendly. It also lacks a deliverable, but merely directs readers to visit the company website for more information. With such bland instructions, this email suffered dismal success.

Listing today: S&P SmallCap Sector Portfolios

While most examples have a few paragraphs of text, the focus of this e-mail was a giant graphic with confusing pictures and a rather boring chart that did not relay much useful information. The link to download an item was also small and not easy to see, making this particular message jumbled and puzzling for the reader.

Best:

Risk Management Lessons Worth Remembering: Credit Crisis White Paper from BlackRock

This subject line goes straight to the point – albeit much longer than most inboxes display. The body of the e-mail was short and free of chintzy graphics. It offered two items to view, which not only offers deliverables to entice your readers, but requiring them to click on a link to view the item allows you to track click-through rates.

A Critical Look at the Bond Bubble Debate—White Paper

This e-mail was brief and direct, making a quick read for the audience. It also offered a downloadable deliverable as well as links to follow the company on Twitter and Facebook.

Here’s what we learned:

• DO use simple, direct subject lines

• DON’T bombard readers with graphics

• DON’T use gimmicky words like “free” or “guaranteed”

• DO include a deliverable

Learning from other’s mistakes and successes is a great way to craft a dedicated e-mail that will garner the results you desire. By following some simple guidelines and taking advantage of e-mail programs that offer spam-checking and other useful tidbits, you’ll be ready to hit send worry-free.