As I was looking around the Internet this week I was reminded ofsomething that I have seen so many email marketers miss. Its sosimple I cant believe anybody does it, but everyday I open myinbox, I see it dozens of times.
What is it
-Well its something that takes about one minute to set up
-Its critical to your success as an Email Marketer
-If you miss it, your open rate will surely suffer
-Its one of the seven deadly sins that will sabotage your emailmarketing campaign
Interested to know the sin
Putting something that means nothing in your From field.
The From field is the part of the email message that identifieswhere the message is coming from (e.g., Jacks Flowers). The From field in your email marketing message can be set to anything you wish.
When your subscriber gets your email message, the first point ofcontact is their inbox. If the subscriber recognizes theinformation in the From field, the message is quickly opened.
If your subscriber doesnt recognize the information in the Fromfield, the message is likely to get deleted before its opened.
Why
Do you readily open messages from people you dont know I suredont. I dont want to get bombarded with emails promoting little blue pills, or worse, somebodys cruel virus.
Putting something that means nothing in your From field iscertainly the surefire way to get your email message in the delete box - before it even gets opened!
Wondering what should go in your From box
a) The name of your business
b) The name of your e-newsletter (if the name is recognizable)
c) Your web address (if it is recognizable)
Do NOT use your personal name unless you are well known.
Okay, I agree if I got an email from Anthony Robbins I think Iwould recognize his name. However getting an email from MaryJohnson (when I dont know her)it is another story.
This is usually the way that companies blow it with the From field:
Some well-intentioned employee who is responsible for sending out the e-newsletter sends the email message from their email address. Unfortunately that employee doesnt realize that no one will recognize their name and will most likely delete the message before it gets opened.
So what do you do now
Immediately go and check what you have set up in your From field on all of your e-newsletters.
If you are guilty of the From field sin, ask forgiveness from the email gods and move on. If you were already one step ahead of me and had a great From field entry - congratulations!
Joan Pasay is a dynamic e-marketing coach & the author of:
Email Marketing Made Easy: How To Get Your Customers To Give You More Of Their Money. For online and offline businesses.
Check out Joan here:
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Feel free to send this article to anyone you wish.
Copyright - Joan Pasay 2005
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