Tuesday, March 19, 2013

Know Everything About Email? Think Again

Intro lines just as important as subject lines. Facebook burnout on the horizon?
We’ve all spent hours agonizing over our email subject lines—and it’s true—they do matter. But, don’t forget about the intro line of your client or customer emails. That’s the first two or three lines of text that users see immediately after the subject line. Intro lines are even more important for mobile users since subject lines are typically cut off for mobile users. According to Incentivibe, which specializes in shared giveaways for business, marketers should use the intro line to hammer home the offer and the benefit in 65 to 85 words. That’s long enough to convey your message and call to action, but not too long to lose your recipients’ interest.

Getting ‘inactives’ re-engaged

Like most B2B marketers, you probably have tons of inactive subscribers on your lists and it’s not helping your deliverability stats to keep them on the list. Some of you are probably trying to re-engage them from time to time, but sending a once-a-year “we want you back” email does little good, according to digital marketing company, Silverpop. Experts say that’s waiting way too long.

It’s better to identify inactives and cull them out after a few months of inactivity. But instead of deep-sixing, put them on a separate “activation track” in which you try to engage them by sending different types of content than you’d send your main list. For instance: Ask them to update their preferences in one email and send a survey of white paper in the next. Also try to find out why they’re inactive. Are there any patterns? See if your inactives fall into a particular demographic group, geographic group or industry category. See if they tend to come from one or two activation sources. Those are red flags that savvy B2B marketers will remedy ASAP.

Facebook burnout?

New research indicates that Facebook may be losing its luster for many users. How do you like that? More than one fourth of users (27%) say they plan to spend less time on the site according to a new study from the Pew Research Center’s Internet & American Life Project. Only 3 percent expect to spend more time on the site. And here’s what really got our attention: the group most likely to cut back their Facebook time are the 18-29 year olds. While more than two in five (41%) of FB’s one billion global users access the site multiple times per day, we know that large numbers of users rarely or never access the site—it’s probably moving to the 80/20 rule—the 20 percent most active users account for 80 percent of the regular usage.


There’s no substitute for a snappy, relevant subject line, but no matter how clever your marketing team is, if they don’t follow it up with a relevant intro line, you’re like a baseball team that can’t score runs after it gets runners to third base. With 82 percent of marketers planning to increase their investment in mobile this year (Source: American Marketing Association and Aquent poll of U.S. marketing professionals), can you afford email copy that’s not optimized for your on-the-go clients and prospects?

TAGS: Facebook burnout, American Marketing Association, Aquent, Incentivibe, Pew Research Center, Silverpop


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