Being creative is cool. So is breaking the codes. Those are good ways to attract attention. But keep in mind that those cannot be but exceptions as one cannot be breaking the codes all the time. Why? Well simply because it is too difficult to get it right every time – unless you are Oliviero Toscani himself.
So rule nr. 1 is ‘cut to the chase’ as early as possible. Ideally, this should be in the title, or even better in the Sender’s name. You can try the occasional teaser or unconventional title but the vast majority of your promotional email communication should cut to the chase for the first word. To better explain what I mean, imagine the recipient to be climbing on a moving bus and you have a few seconds to shout something to him that will make him jump off it. This should the test. This why Mega sale! -50% off all designers clothes for next 2 hours is good title and Weekly Digest 20-May featuring Paul Stevenson is a terrible one.
So here are a few tips on how to make your newsletters more direct and effective:
-explain what it is all about as early as possible. Ideally in the subject line. This is the central theme of the newsletter and everything should revolve around this. You can add additional topics in the newsletter but this should be 2ary.
-be consistent: the first phrase of the body should repeat & elaborate on the key message expressed in the subject line
-if you add a photo or graphics, make sure those come after the 1st phrase no matter how interesting or sexy they are
-make sure the photo or graphics used support the key message from the subject line
-identify the common ground among all subject lines and come up with a sender’s name that is relevant. For example, if you are a retailer called Zachs and most newsletters announce flash sales that last for only a few hours, a good sender’s name could be Zach’s sale of the hour. That would leave you space to actually present what is special’s about today’s sale (Designers’ summer skirts at -50% until 15.00) and hence the recipient has all the important info.
To understand the power of being direct, you may do a test of a vague/ teasing title vs. a to-the-point one and compare the results in open and click-through rates. If you do, please share the results in the comments area.