Manchester (PRWEB UK) 27 March 2013
Online marketers need to focus on creating incentives, relevancy or curiosity in their email subject lines if they want recipients to open them – according to expert Ian Brodie.
In an article entitled, ‘How to Avoid a Marketing Email Disaster,’ he gives a personal account of his ‘worst ever’ marketing email, and picks it apart to demonstrate where he went wrong.
He discusses the best ways to ensure recipients click on an email and read what it has to say, rather than immediately deleting it.
Discussing the poorly performing email in question, he said: “So what was the problem with this particular email? To put it simply, I tried to be a little too smart for my own good.
“I give you exhibit A the subject line: ‘Spooked By Shadows.’
“Anyone who has experience with email marketing can probably see the issue straight away. There’s simply no reason for people to click on it.”
He says marketers need to create a reason for recipients to click on their messages. To do this, he cites research by John Caples that suggests a heading should offer benefits, reference news, or create curiosity in readers.
He said: “The email I sent out obeyed none of these principles. At the end of the day, being witty and smart with your marketing is only a good idea if it’s effective.
“Being effective is all that really matters, and this applies to marketing emails, advertisements and web pages where you’re trying to sell something.”
The full article can be read here: http://www.findtheedge.co.uk/sales-marketing/direct-marketing/how-to-avoid-a-marketing-email-disaster.
Ian Brodie is an internationally respected marketing expert, and was named as one of the Top 50 Global Thought Leaders in Marketing and Sales by Top Sales World Magazine. More information about him can be found here: http://www.findtheedge.co.uk/expert-panelist/ian-brodie.
Kenny Goodman, founder of Find the Edge said: “Ian’s articles offer invaluable advice for anyone who wants to improve their online selling techniques.
“It’s great to have him on-board with us as an expert panellist, and he’s promised us that there’s plenty more to come over the next few weeks.”
Find the Edge’s expert panellists contribute regular articles, videos and audio content designed to help business leaders improve their practices and get ahead of their competitors.