Are you like most Massage Therapists who overlook this important marketing tool? I’m talking about your email signature block. It may seem like a remote blemish of your web presence, but every email you send could contain a subtle reminder about your business, special promotions or building community.
Here are a few ideas to feature in your email signature:
1. Contact Info. Stating the obvious…you kind of need to give your clients/prospects a way to continue the conversation. Who are you and why should I care? And, how do I get a hold of you if I do care? Include: name, company, phone, email, address, etc. Also, a link to your Website helps people learn more about your company. As a bonus, a LinkedIn profile link helps people learn more about you, your background, and provides another opportunity to connect.
2. Company Logo. Reinforce your business branding. People remember images more than words… so if your name, need, product or service comes up, your logo should be one of the first things that come to mind.
3. Tagline or Mission. What does your company stand for and how can I understand it in as few words as possible?
4. Social Networks & Social Media. Social networks and social media are a great venue to provide more intimate details about your organization and yourself. They help build community and make users feel more welcomed. Plus, if they like what they see, they’ll pass it along… Facebook, Twitter, LinkedIn, YouTube are among the most popular.
Bonus – Rich Media. Images and Videos speak volumes. A profile picture will help you connect a name with a face. Friendly images such as cartoons help you build a connection and bridge a communication gap oftentimes difficult to achieve without a conversation. Videos further enhance the user experience and accelerate communications.
5. Miscellaneous. The following are a list of possibilities to include in your email signature block depending on what you are trying to promote.
- Statistics. Stats resonate well with people and strengthen the message. Statistics help to quantify your message and better compel people to take action.
- Quotes. Quotes humanize your message and add credibility to you, your company and your product. Quotes should come from your customers, vendors, or company leaders.
- A special offer or discount code
- Direct link to a key part of your website (for example services, case studies or testimonials)
- A plug for your email newsletter
- Information about an event you’ll be speaking at soon
Here’s a model of what your email signature might look like:
Alexandria Therapeutic Massage
6178 Darleon Place
Alexandria, VA 22310
Are you in pain from an accident or injury? Learn how working with me can take ease life’s aches and pains: http://www.alexandriatherapeuticmassage.com
Check out the screencast below to create one using a free download from Wisestamp:
Why not take a moment right now to create your email signature block and also add a to-do item on your calendar at the first of every month to update your email signature?
Last week we talked about increasing your open rates with seasonal subject lines. The topic of this week’s blog post is actually how to write those subject lines — ones that persuade subscribers to read your email newsletters.
ones that convince subscribers to actually read your email newsletters.
There are many methods, tricks and tips for writing great headlines – especially for direct mail pieces. Email subject lines are the digital equivalent of print media headlines. Unfortunately, we aren’t dealing with direct mail, and we have spam filters to contend with, and character counts to abide by when it comes to writing subject lines.
The best email subject lines persuade the user to open and read the messages that follow. Here are a couple of tips to get you started:
1. Be interesting!
“Creative Memories Has Launched a Storyboard 2.0 to Meet the Demands of Their Customers”. Boring! Who cares?
Now try this one. “Bring the Family Together – Organize Your Photo Album with Storyboard 2.0″. That’s already a bit better.
An email title should tell a story, even if it is a short story. Be passionate about what you offer and others will too.
2. Solve and problem.
“What’s in it for me?” This is what a reader asks when he/she sees your message. If you don’t appeal to your reader on an emotional level, chances are the message will deleted.
3. Keep it short, sweetie.
You don’t know what email client (i.e. Yahoo, Gmail) a subscriber is using, so try to pack the punch in the beginning of your emails. Like a good headline, a good email subject line is succinct. Hotmail and AOL truncate the email subject line if it is longer than 60 characters. Other email clients permit up to 80 characters. However, shorter email subject lines produce higher open rates.
4. Write an email subject line that works.
There are dozens of email subject line formulas suggested by top copywriters that both increase open-rates and and can sell more products. Try asking a question, or adding urgency to your subject line. How-to subject lines, like “How to Travel with Kids” or “How to Write Better Email Subject Lines” are also proven to have great open rates, especially if it is something the reader wants to learn. If you are reading this, my pointed is proven.
5. Entice them, don’t trick subscribers into opening your email.
Mystery is a good thing, just make sure not to cross the line of “tricking” your readers into opening an email that has content different from what you promised. The email subject line is not creative if it prompts the recipient to open your email message, only to disappoint or confuse the reader.
6. Don’t give everything away in the email subject line.
Is your email subject line sufficiently intriguing to prompt the recipient to open your email newsletter or sales letter? Or do you “give away” the entire message in the email subject line, diminishing the subscriber’s incentive to read any further?
7. Differentiate yourself from spammers.
It is much easier to stand out now than it was in pre-spam times. Thank you spammers! Think I’m full of b.s.? Well if you look at the messages sent by spammers, you will notice I am right.
Fortunately, spammers are quite unprofessional and their correspondence looks messy. The “From” line usually consists of a single word, a fake surname or an e-mail address. You shouldn’t use either. Set up your mail client (or newsletter script) so that it shows “Your Company” in the “From” line. This also saves space in your title.
Then comes the subject line. Here is another chance to stand out from the rest. Capitalize the first letter of every important word (don’t capitalize “to”, “in”, “the”, “a”, “and” or similar words). Use punctuation such as exclamation mark, a hyphen or a question mark, if really necessary.
8. Beware of spam-filter triggers.
Let’s face it, we get a lot of junk email these days. This has forced a lot of people use spam filters. Unfortunately, they may filter messages that look like spam but may not be. It is all because of some trigger words or “no-no” words set up by the email clients or the actual users themselves. Examples of these trigger words are: free, problem, earn, money, income, certain human body parts, buy, urgent and among others.
Email marketers do struggle with “free” and “urgent” a lot! While there is no sensible substitute to “free” (some people will use “complimentary” or “gratis”), there are many ways to indicate urgency without attracting unwanted attention from spam filters. And sometimes it is good to ask for an urgent action. You can say: “only 3 days left” or “act now to obtain…”
I bet you receive lots of email marketing messages yourself. Take notice of what messages you delete unopened and what titles you click on.
Read good quality newspapers/magazines (especially our trade magazines – Massage Magazine and the like). See how professional journalists construct their titles. They are professionals and usually do the right thing.
10. Research and test.
Have you already written a title for your email campaign? Don’t email it just yet. Ask your family, friends, colleagues their opinion. Sometimes a different perspective from someone who is not in your business can be very valuable.
If you have already sent it out, monitor the results. It’s important to learn what the response rate is for each individual email campaign in order to craft successful future campaigns.
Using these ten email title tips will definitely get your email campaigns on the right track. Everything else is just a matter of experience and intuition.
If you’ve got a email marketing campaign too delicate for you to screw up, contact me today. I’ll quote you on a perfect, professional job — no screw-ups, guaranteed.
Do you have any other tips to add about how to write better email subject lines? Share them in the comments.
By using seasonal email subject lines in your email marketing campaigns at this time of year, you can help increase your email open rates. This will help you sell more Gift Certificates and services/products.
Seasonal email subject lines have proven to be very effective at both building personality into your brand and as good excuses for sales. However, using a seasonal subject line can be a little tricky. You have to be sensitive to different cultures and religions.
The seasonal email subject line references a holiday or time of year. Often your control mailing can be adapted to use a seasonal reference, thereby increasing response.
Here are some examples of seasonal subject lines:
Your New Year’s Resolutions for Being Stress-Free
Thanksgiving Sale Starts Today
Unique Gifts for the Person Who Has Everything
Huge Savings on Holiday Gift Certificates
As the holiday season approaches, I’ve seen a lot of marketers already starting to take advantage of using a seasonal subject line.
Gobble up the SAVINGS – Details Inside (Harry & David)
Better Than Black Friday – 3 Days Only (Performance Bicycle)
Sending JOY all year long – NOW with FREE Standard Delivery! (Cushman’s)
15% off Everything… Our Thanks to You (Vosges Haut-Chocolate)
In case you are wondering, all of these subject lines made me open the email just to see what they were offering.
Did I act on any of these offers?
Yes, one of them. Because we are here in Costa Rica until December 17th, I am doing most of my shopping on line. So the offer for Vosges Haut-Chocolate really appealed to me for gifts for some of my friends.
So spruce up those email subject lines and get those emails opened. Happy selling.
If you are unsure about how to write powerful email subject lines, stay tuned! Next week, I will be discussing how to write better email subject lines.
If you enjoyed this post, you may want to read:
How to Write Better Email Subject Lines