15 May 2014
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Email Marketing: Testing Your Results




Email marketing

Email marketing could easily be one of the best ways to market any product or service.  The potential is quite incredible, but achieving success takes trial and error.

While a successful email marketing campaign can change a business, creating a successful email marketing campaign takes some doing.  The fact of the matter is that most people prefer to delete an unrecognized email.  The reason for this is simply because the headline didn’t deliver attention..

In order to turn an email marketing campaign into a success, you must first create a headline that causes potential customers to open, and read, the email message.  It will require several attempts to achieve success, and it might even take more than one try.


Your Headline Should:

  •  Be intriguing enough to stop that trigger finger from hitting the delete button.
  •  Cause enough curiosity to encourage potential customers to click the email open.
  •  Encourage these to take place before the intrigue and curiosity wears off.


Mastering your headline will be your ultimate goal.  The easiest way to make this happen is to follow the old saying that goes, “if at first you don’t succeed, then try  again.”  When an email message doesn’t get opened, it doesn’t automatically mean that the message itself is terrible.  The email never got opened.  It hasn’t even had the opportunity to be criticized.


When an email message doesn’t get opened, it means that the headline didn’t do what it needed to do.  All that means is that you should try another headline out.  Yes, it really is as easy as that (in many cases).  The message itself can be left as it is, while the old headline is replaced with a new one.  If that doesn’t work, then keep trying until you find the right headline, and the message gets opened.


While interchanging your headlines is important to finding the right headline, knowing that one of your headlines is the right one can be helpful.  To put it plainly, you must first know how to create an effective headline, if you are going to be able to find the headline that works for you email marketing campaign.  There are a few helpful tips that can be followed when creating an effective headline.


The first thing that you should know is that the average individual’s curiosity can be peaked when you transform your headline into a question, factual statement or informational how-to headline.  Each of these has the potential to help create a headline that leaves potential customers anxious to click through, and read the rest of the email message.


The second thing that you should know is that the average individual looks for products and services that have been successfully used by others.  Whether or not they know the individual who has previously used the product or service makes no difference whatsoever.  The only thing that matters is that the product or service has been successfully used.  Incorporate an actual review into your headline (be sure to include first and last name, as well as city and state of the person who submitted the review).


Following these simple tips, and being persistent in switching out headlines when they fail, is the best way to find out what works for you. Many email providers have analytics that you can see which links inside your email got the highest clicks. Let us know how you measure every campaign you do.



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