8 Tips for Optimizing Your Business Mailing ListBy: Kathryn Beach
Besides the Can-Spam Act rules (*see below), you have your own
agenda for your business mailing list.
Your subject line has to get past spam filters. You have to reach an
audience that believes it receives too many email offers, convince them to
open your email, and offer a good impression of your business.
You have 15-40 letters (roughly three to six words) to accomplish this. The
shorter and simpler, the better. How many seconds do you spend deciding
whether to open or to trash an email?
Shorter subject lines are easier for your business mailing list to scan
(when scrolling through their inboxes) and determine if they want to open
the email. Many email clients cut off subject lines at 50 characters,
*In regards to commercial emails: the Can-Spam Act prohibits deceptive
subject lines. The subject line cannot mislead the recipient about the
contents or subject matter of the message.
- Offer the recipients something they want, and hone your words to a fine
point. Focus on the benefits to your readers, not the features that are
important to you. Be very specific.
- Personalize your subject lines. Don't use the word "you"; do try to make
it sound like the subject of a personal email.
- Pique their curiosity. Use a question mark, don't use an exclamation point.
- Be honest.
- Put your most important words first.
- Avoid what seems like slick sales talk. Don't use words like "limited
time," "free," "opportunity," "low price" and "only."
- Be personable and friendly; develop and show your own particular style
- Write a subject that creates a strong first impression, one that
inspires your business mailing list prospects to begin imagining or
visualizing themselves enjoying the benefits of your product or service.
© 2006. Kathryn Beach. All rights reserved. Permission to
publish online or in print granted provided the article and byline are
printed intact with live links.