First it was use the word “free” because it’s a trigger word.
Then it was don’t use the word “free” because it will set off spam filters and your message won’t get through.
And the verdict now is that “free” is once again, ok to use.
These and 4 other seeming truths about emails can only lead us to believe one thing…
… the email marketing environment is a mix of truths and half-truths.
Here are 4 “truths” that actually have no weight.
1) Money words are bad. Using the words “money” or “cash” used to be indicators of spam, but not anymore. The truth is that if you are a legitimate sender and you send an email to your own opt-in subscribers, offering them a “way to save money” email won’t trigger a spam flag.
2) Emails need to be pretty. Emails used to be all text-based. When nice HTML editors came onto the scene, all of a sudden everyone thought that the better an email looks, the more effective it is. Not true. Some of the best email responses have come from 100% plain text emails.
3) Open rate is an important number to gauge responsiveness. Open rate is quite deceiving actually. A better indicator, and really the only metric that matters, is clickthrough rate. Image blocking, using the email client Outlook and opening on a mobile device can all throw the open metric off.
4) Emails need to be short. In all actuality, emails can be as long or as short as they need to be. But the trick is knowing what is “just right”. The style of email you send will determine the length of the email and its effectiveness. For example, a sales pitch may need to be 300+ words, whereas an invitation to a webinar may be effectively communicated in 100 words.
Key Takeaways
- Write your emails the way that you would communicate to your audience if they were sitting right in front of you.
- Don’t try to disguise words by adding an unnecessary period – fre.e – it serves no purpose.
- Style determines the length. Don’t be afraid of long emails.
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Ever Wonder Why Some Subject Lines Get High Open Rates and Others Flop?
How to Create Subject Lines that Entice Your Readers to CLICK! answers those questions and more... and it's FREE for all my blog readers!
- Find out if the word "free" is really effective any more
- What are the "secret symbols" to generate a response
- See a list of industry specific trigger words for subject lines
- Why a subject line with a high open may not be "the winner"
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Every day there’s a new rule! I know what you mean about those trigger words. They’re good, they’re bad, they’re good. I think there is less concern these days because emails sent from legitimate companies use opt-in software that is a lot different than just spamming out a bunch of emails from some home-grown service.
I did laugh though because I just got done writing about making emails pretty
However, I added the disclaimer that text emails should be considered pretty too! There’s a lot you can do with white space. No need to send out a glom of text all in one paragraph, right?
I have a feeling we’ll learn the rules and then they’ll change all over again. But that’s what keeps it interesting!
Carol Lynn recently posted..Mobile Vs. Desktop: How Much Content Should You Have?
Hi Carol Lynn,
I know, it’s an ongoing test and tracking lesson
I’ve been using text based emails for a while now and you’re right – white space should not be feared.
Thanks and have a great day!
~Christine
Hi CHRISTINE
Excellent post. very useful tips. Internet marketing campaigns are subject to temporary fluctuations, so in most cases they should not be monitored on a daily basis. Data should be reviewed periodically to look for trends and averages.
Thanks
Clarkmartin recently posted..Electrician
Hi Clarkmartin,
Glad you enjoyed it!
I must say though that checking your stats is a vital part of an online business – that’s actually the great thing about a having a website – the ability to see in nearly real time if an activity works or not.
So, I may go a couple days between checking my numbers, but that’s only due to vacation time or being sick, other that that, I like seeing my numbers go up every single day
Thanks!
~Christine
You’ve put my mind to rest on a couple of issues: using html and open rates.
Thanks for the post!
Patricia Weber recently posted..Introvert in Need of Holiday Gifts for Yourself?
Hi Patricia,
You are very welcome!
Glad you enjoyed it!
~Christine