Personalise your campaign: focus on the subject line and content of your messages

Why?

• To improve your conversion rates: reassure your customers, make them curious
• The subject line should jump out from a crowded inbox, motivating the recipient to open the message.
• Once opened the customised content of the email will pique their interest further enticing them to click through to your destination pages.
  

How?

• Clearly indicate the name of your company or your brand in the sender’s name field.
• Identify a clear call to action as your campaign objective: purchase of a product or service, participation in a competition, a visit to your website, friend-get-friend, etc.
• Adapt your content to achieve this objective: for an acquisition campaign, use a more ‘promotional’ tone; to promote loyalty, provide more informative content that has been tailored for your recipients.
• Make the subject line the most important phrase of your email:
     - keep it brief: no more than six words
     - create a response by clearly showing the benefit to the person opening the email: special offer, free gift, product reduction, etc. E.g. ‘Promotional letter’ is less attractive than ‘[Brand or product name]: 50% discount, 48 hours only’.
• Structure the home page of your message:
     - You should design this page as an invitation to click on it and discover the various headings.
     - Position the most important headings in the right-hand column (as the eye is naturally drawn towards the right of the screen).
     - In the left-hand column, position satisfaction surveys, the Contact Us link, etc.
     - Place the information that has been designed to capture the interest of the majority of readers and generate the greatest response at the top of the newsletter.
• Emphasise your links. They should be highly visible and easily found, e.g. highlighted or underlined, or contained within coloured buttons at the end of a paragraph.
• Provide multiple links. To do this, write short pieces of text, with links telling the recipient more about a subject, which in turn encourages the recipient to find out even more by clicking on other links.
• Make exchange and interaction easier. Suggest polls, friend-get-friend links to allow your recipients to express themselves or create a viral mechanic.
• Set the right balance between text and images: 1/3 images and 2/3 text. Make sure that all of your images can be clicked on.

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