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How to stand out in the inbox? Start by providing content that’s value-based (not promotional) and focuses on creativity, personalization, near-perfect list management, segmentation and testing.

Did you know that 90% of purchases start online? While at the same time, 75% of all emails are ignored? It may be a challenge to get noticed, but it’s a battle worth fighting. With the cost of traditional media rising, Email Marketing will continue to grow and inboxes will get more crowded. Introworks would like to help you win the battle, so put on your bulletproof vest, cause we’re going in.

Know thy audience.
The days of “batch and blast” are gone, your prospects want a relevant, one-to-one relationship with you. This should go without saying, it’s all about them-what they want, when they want it and how they want to receive it. They’re hungry for knowledge that helps make them look smarter and do their job better.

Get there. Then stand out.
First, your email needs to make it to their inbox. On average, 10-20% of all emails are lost in cyberspace, so you’ll need to understand how spam filters work: avoid spammy phrases like, “click here” or  “Once in a lifetime opportunity.” Eliminate exclamations points!!!! Never use all caps-IT’S LIKE YELLING. And don’t make your fonts bright colors like red and green. Also run your copy through a content checker to identify any spamlike words, phrases or construction.

Congratulations, you’re in the inbox. To stand out, your subject line should be a grabber:

  • It needs to clearly state what your reader could expect.
  • List key information first.
  • Make each word count. (Beyond 50 characters, the copy will get cut off.)
  • Personalize based on reader’s content preferences or interests.
  • Never stretch the truth.
  • Appeal to their need for information, to be an insider “in the know.”

Click, they’re in.

Make your email messages easy, meaningful and relevant:

  • Keep HTML-format messages simple.
  • Limit image size and use colors that reflect your logo
  • Tease the content: get them to read one of the articles that leads to a page on your website where they’ll find other ways to engage. (This creates an opportunity to capture a real prospect.)
  • Instead of “click here,” use descriptive terms such as “Get White Paper here.”
  • Don’t send promotional offers to those who’ve signed up for a newsletter, you’ll lose them.
  • Help readers manage your information. Include a forward-to-a-frind link in messages where appropriate and a print option that links to a printer-friendly version of an HTML message.

(En)list.
House lists are the best to use, but be sure to segment and test first. It’s really important to dig in, because the list has to be spotless: no duplicates and all email addresses need to be accurate. On the other hand, renting a list can be “iffy.” The recipient will probably find your content irrelevant, because he originally signed up for something else and probably thinks you just spammed him. (Which can greatly diminish your brand in his eyes.)

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