I just wanted to pass along a few quick things I had learned directly from Constant Contact at a seminar they did recently:

1.  They suggested addressing the email "from" a real person - someone who will be the spokesperson for the organization... people are more apt to open an email from a person vs. a company because people buy from people NOT companies. :)

2.  The subject line is one of the most critical parts of the email... they say that in the first 3-5 words someone is going to decide whether they open the email and so you have to give them a headline that makes the email interesting to them and if possible stresses some sense of urgency to open the email now...  People get inundated with email and so they pick and choose which to open.  Give them a reason to open yours now.  If they put it off until later, they probably won't ever open it.

3.  The day of week and time of day of course is very important and can vary from one customer base to another.  So test different days of the week and different times to see if this makes a difference.  I normally suggest sending at 10am or 2pm... once your customers have cleared the morning deluge of email... and I don't like to send on Monday morning or Friday at all... 

4. Make sure the email has some type of call to action - what are you wanting the recipient to do up on receiving the email.    And most likely the action you want them to take would be something they should do at your website.  In other words, in your email marketing, blogs, etc, you want to continuously drive them back to your website.  And of course the website needs to have the same focus to get them to take some action... all of this can be done effectively without being too "pushy" or "salesy"... but if they do want to participate, make it super easy for them to...  

5.  Testing - I suggest changing one thing at a time and testing to see how it affects your open rates.  

Keep in mind that the typical response in the old snail mail days was a 1-3% response.  If you get a 15 - 25% open rate consistently, you are doing good.  If you are getting higher, then let us know your tips and tricks!


-- 

Patrick Steil

infraNET Complete Website Optimization

 

Mobile: 940-391-9250

Fax: 972-692-7620

Well, have you started up that newsletter yet?   Get motivated and get that going... you need a "system" in place to help you convert leads into customers.  How many people do you meet and you just know they need what you have to offer, but they don't buy... maybe the timing just isn't right?  So your newsletter allows you to continue the conversation with them and to help make sure they don't forget about you!  :)

Our technology tip for today is related to this... there is a powerful tool that many of us over look... that is the power of "pre-selling".

Business and Technology Tip of the Week

Pre-Selling is what you do to take a website "visitor" (a prospect) to being someone who wants to learn more directly from you (a lead) and gives you their contact information to allow this.  

In other words, people like to buy from people they KNOW and TRUST.  Your website can be used to truly share with them your goals, experience and knowledge so that they will become comfortable speaking with you further.

So how do you do this?   You add PLENTY of content on your website that is all aimed at HELPING this "interested" person.  

This could be advice, this could be sharing with them proven methods for using your products and services, it can be testimonials, it can be a frequently asked questions page, it can be VIDEO (very powerful tool).  In other words, don't necessarily focus on the direct hard sell - or you will come off as that cold calling salesman that interrupts your dinner!  Show them you have a heart for helping them and that the product or service you have to offer is of value... and then continually ask them to join your newsletter to find out more!

When you get the notification that they signed up for your newsletter, you have successfully converted that "visitor" who is simply interested, to a "lead" that you can then continue the conversation with.  SUCCESS!

That's your Small Business Tip for the week... take action today before you forget!

Wishing you Peace, Joy and Love!
Patrick Steil