I always sign up for newsletter updates every time I purchase something online just to see the titles that would be used and, of course, the content within. Apart from that, I also take note of the timing of those newsletters.<\/p>\n
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Newsletter Titles<\/strong> I’ve seen lots of very generic titles: I’ve also seen slightly better ones: And then there are the really good ones: The last three examples were more direct and focused on the products I had on my wish list, had previously browsed or was on a cart I abandoned. Sadly, I wasn’t able to purchase any of those products because of certain reasons (size not available, did not ship out of US, out of stock).<\/p>\n But the main thing is that the titles got me to do the hardest thing when it comes to email newsletters – opening them. The titles were very targeted because the merchants used the information at their disposal intelligently and it almost paid off save for the reasons I mentioned above.<\/p>\n Newsletter Content<\/strong> Anything that happens along the way are just barriers (mentioned earlier) to closing that sale.<\/p>\n In one of the newsletters, I noticed something interesting. Most newsletter content would target the receiver but there was one that went a bit further. The newsletter included a gift certificate and it suggested I offer it to a loved one or a friend if I could not find anything I could use it for.<\/p>\n The newsletter also included bits of categories I do not usually shop under but might appeal to the person I would share the gift cert with. The merchant was smart not to list too many categories, just a handful of educated choices.<\/p>\n For example, I shopped for shoes under the Men’s Running Shoes category. The additional categories in that newsletter were: So I took up the suggestion to share the cert and that store ended up getting a new customer.<\/p>\n For some reason, we rarely think about passing on a gift cert or sharing a discount code when it arrives in an email. But we have no problem spamming our family and friends with hoaxes about Microsoft giving out checks for forwarding email.<\/p>\n So, when the suggestion was mooted, I just went, “Yeah, why don’t I just do that?” And the gift cert was shared in less than 5 seconds.<\/p>\n If you look at the situation closely, it all boils down to telling people what you want them to do. That’s why call-to-action elements always have the words ‘Buy Now’ because that’s what merchants want shoppers to do. So, the suggestion to share the gift cert was actually a call to action too. A rather subtle one at that.<\/p>\n
\nTitles are very important because a viewer will decide right there and then if he or she would want to undertake the arduous task of opening the email after reading it.<\/p>\n
\nMore Offers From So & So Shop
\nProduct Update From So & So Shop
\nLatest Shoes From So & So Shop<\/p>\n
\n40% Off Running Shoes And More
\nUse 50% Discount Code Inside For Latest Running Shoes
\nFind Out How To Get 30% Off The Latest GPS Watches<\/p>\n
\nGet 20% Off Shoes On Your Wish List
\nGet $35 Off NB RC1600. Details Inside
\nGarmin FR620 Price Drop Alert! 27% Off<\/p>\n
\n90% of the time, if I’ve opened the email I’ll probably click on the link inside. Let’s face it, if the title tells you you’re going to get a product you wanted at a very good price, you’re going to open that email because you already made up you mind on getting the product. And you know you can get to that product page in just two steps:
\ni) open email
\nii) click on link to product page<\/p>\n
\nMen’s Sport Apparel
\nWomen’s Running Shoes
\nWomen’s Sports Apparel<\/p>\n