月份:2018年7月

The Easiest Way to Skyrocket Your Open Rates

email preheader

Less than three seconds. That’s the average amount of time you have to capture a subscriber’s attention in his or her crowded inbox, according to a study from marketing company Movable Ink. Talk about a short window. So what’s an easy way to make an impact and stand out? Include an email preheader in each message you send. 

What Is an Email Preheader?

When viewing a message in your inbox, an email preheader — also known as the Johnson Box or preview text — is a snippet of text shown next to or underneath the subject line. Typically, they are 50 to 100 characters or about 6 to 11 words. But they may display differently depending on which device or which Internet Service Provider (ISP) like Gmail or Yahoo! they are opened on. Below you can see an email preheader on a desktop inbox, and another email preheader on a mobile inbox.  email preheader

Why is an email preheader important?

When written well, an email preheader is a powerful tool to improve your engagement.  Unfortunately, though, many email marketers don’t take advantage of the preheader. They spend lots of time crafting the perfect subject line, but barely think twice about the preheader text. So they leave it blank, or fill it out with some generic information. In fact, here are a handful of common preheaders I found in my inbox. “Click here if you are having trouble viewing this message” “You are part of an email list, you can unsubscribe here “This message contains images, please enable images” None of these necessarily make your subscriber want to scream ” I have to open this message!” So what kind of preheader will make your subscriber click open?

4 Ways to Write an Effective Email Preheader

Below are four ways to write an email preheader that will skyrocket your open rates. 

#1: Sum up the content inside

Add more context to your subject line with your preheader text. In it, give a short summary of what the reader can expect to find inside the message. This may further entice your subscriber to click on the message so they can read the full content. Example: Google Home Subject line: Lauren, welcome to your Google Home Mini Email preheader: 3 ways to get the most out of your new Mini

#2: Request an action

Use the email preheader to make your readers take an action. Tell them what you want them to do! Do you want them to open the message? Do you want them to click on a link? Fill out your survey? Let them know what you want them to do and why you want them to do it. Example: Ulta Beauty Subject Line: Take a look at your ultimate rewards statement, Lauren! Email preheader: Check out these beautiful offers, too. Open to see all the ways beauty loves you back!

#3: Use FOMO

The “fear of missing out” or FOMO is a powerful pscyhological trigger. If you want a subscriber to take advantage of a special offer or deal — such as free shipping or a discount code — tell them about it in the preheader. They’ll be tempted to open right away if they know the offer is exclusive or a limited-time. And you want them to open right away! Chances are, if they don’t open when they see the message for the first time, they won’t come back the next day or next week to do it.  Example: Michaels Craft Store Subject line: Last Day: Summer Cyber Sale! An Online Bonus Coupon and Free Shipping, no minimum Email preheader: Drop-What-You’re-Doing Doorbusters and Deals. Don’t miss out!

#4: Get creative

Your subscribers want to do business with people they know, like, and trust — as opposed to a faceless corporation. Humanize your preheader text to increase connection and engagement with your subscriber. Use the small block of text to show your company is likeable and relatable, and your subscribers will be more likely to open the message. Example: PECO Subject line: PECO can help you keep cool for less this summer Email preheader: Rising temperatures make it harder to stay cool and comfortable inside. But don’t sweat it!

How to add a preheader in AWeber

With recent updates to AWeber’s Drag and Drop Email Builder, adding an email preheader to your message is now easier than ever! All it takes is just the click of a single button. aweber drag and drop email builder From within the message editor directly under “message properties”, you can simply add the text you wish to display with your subject line when the message is sent. email preheader text If you want to personalize your email preheader for your subscriber to include their name, email address, or any other of their subscriber information, you can do so as well! You can accomplish this using personalization snippets within the ‘message preheader’ text box directly. personalized email preheader Ready to write fantastic email preheaders that grab a subscriber’s attention in less than three seconds? Then create your FREE AWeber account today. 

The post The Easiest Way to Skyrocket Your Open Rates appeared first on Email Marketing Tips.

3 Ways to Keep the Audience Hanging on Your Every Word

public speaking tips

Public speaking is a lot like email marketing. It’s a way to inspire action, garner attention, and create a remarkable connection with your audience through your words. That’s why AWeber is teaming up with Michael Port, New York Times bestselling author of Steal the Show and co-founder of Heroic Public Speaking, to offer a 3-part webinar series focused on helping nail your next speech, interview, pitch, or email. Port will tell you how to captivate and engage your audience — whether they’re listening to you on a podcast, reading your email, or watching you on stage. In the first webinar of the 3-part webinar series — How to Crush Every Speaking Gig You Land — Port shares 2 of the biggest mistakes new speakers make and the 5 elements of the world’s greatest speeches. Here are 3 key takeaways from his presentation that you can apply to your own email marketing strategy. (Missed Port’s first webinar? No worries. Register here, and instantly watch the replay.)

Write first, design second

We often fall into the trap of focusing on how our presentation or email will look before creating the actual content. What we don’t realize is that by doing this, we hurt our ability to create a powerful, motivating message, says Port. By focusing on design first, we put ourselves inside a self-imposed box, limiting our potential to get to the heart of the big idea we are trying to convey, and what we want the audience to think, feel, and do, he explains. Port recommends resisting the temptation to focus on your presentation’s, website’s, or email’s design. Instead, start with the content and what you want your audience to think or feel, and what you want them to do. Then you can focus on which templates and images to use to support your message. Related: Why This Art Director Is Ditching Design for Text- Only Emails

Rehearse the right way

Most new speakers don’t really rehearse, says Port. They usually run through their speech or pitch in their own head, perhaps muttering some sentences under their breath. When it comes time to give the speech, however, they’re not dialed in to the content. They don’t know the content well enough to recall it in the moment, explains Port. If you want to nail your speech, you need to rehearse, rehearse, and rehearse some more. The same goes for your email. You’d never walk up on stage without practicing your speech — and you shouldn’t send an email without practicing, either. (Want to grow your audience? Try AWeber — a time-saving, easy-to-use marketing platform. Start your 30-day free trial.) Always test your email before you hit send. Is the content appearing correctly on different Internet Service Providers, like Gmail, Yahoo!, or Outlook? How does your subject line and preheader text appear on mobile? Are your images rendering correctly? Are your links right? Related: Don’t Crash and Burn! 3 Ways to Test Your Email before Hitting Send With anything you create, whether it’s a speech, presentation, website, or email, it’s important to  gather feedback before you go “live.” Even if it’s just friends, family, or coworkers. As you get feedback, you’ll learn what works and what doesn’t, and you can make tweaks before you get up on stage or send your email to your entire subscriber list.

Picture yourself in underwear

Have you ever heard this advice? “Picture your audience in their underwear.” Port says this is a mistake. “The truth of the matter is, it’s the performer who’s naked,” Port explains. “That’s why [speaking is] anxiety provoking. Our role is actually the one to be naked.” One of the best ways to increase the level of your performance and create an strong connection with your audience is to demonstrate vulnerability when speaking. “A speech has nothing to do with you. It’s never about you,” he says. “It’s about the audience and what you’re getting them to think, feel, or do.” Related: How to Get Free Media Attention for Your Small Business Port encourages you to strip away your armor — a.k.a. your internal judgement about the way people perceive you — to truly connect with your audience. Take down the barrier. After all, you’re not there for the audience’s approval, he says. You’re there to serve the audience. You should follow the same rule when writing emails to your subscribers. Serve them. Address their biggest pain point and offer them a solution. But don’t pretend to be someone else in your emails. Or be boring or bland. The best email marketers have their own tone, look, and feel — and they don’t waver from it. They’re true to themselves. They’re authentic. And their subscribers love them for it.

Join AWeber and Michael Port for the 3-Webinar Series

Next up: Mark your calendar for Port’s second webinar of his 3-part series with AWeber — The Rehearsal Secrets of Great Performers — on August 16, 2018 at 1 p.m. ET. You can also join Michael at Heroic Public Speaking LIVE from October 1st to 3rd in Philadelphia, PA, where AWeber is a sponsor. Come meet up with us to learn how to use email marketing to reach and connect with your audience off stage.   

The post 3 Ways to Keep the Audience Hanging on Your Every Word appeared first on Email Marketing Tips.

Create Modern, Sleek Emails Faster than Ever

Drag and drop email builder.

Email has changed quite a bit since AWeber sent its first automated message 20 years ago! And as email marketing changes, the tools we use every day to create and send must change as well. In continuing our mission to help creators, entrepreneurs, and small businesses connect with their audience in remarkable ways, we set out (with your help) to construct a better email builder. (Want to try out the new Drag and Drop email builder? Create your FREE AWeber account today!)

Introducing your new email builder

Create modern, sleek emails faster than ever with the new Email Builder from AWeber. We asked users what they needed from an email builder. Our goal was simple: Develop an email-building experience that’s fast, intuitive, clean, and easy-to-use for our customers. You don’t need to know a lick of code, or be a graphic designer to send emails that look great on any device.

Awesome new features and layouts

We did more than simply apply a “fresh coat of paint.” This new email builder is faster, smoother, and has a few new features. The biggest change you’ll notice is the reconstruction of the canvas to match the three-column layout found in our automation platform, Campaigns. You’ll also feel the difference when dragging and dropping elements into your email templates, and when reordering elements within the email. The experience of building an email is now more fluid and flexible.

Customize your preheader text

The most requested new feature is the ability to customize your preheader text! The preheader text is the snippet of preview text that appears next to your subject line. It’ll look different on mobile devices and desktop clients. Customizing your pre-header text is a great way to encourage subscribers to open your messages. Pro-tip: This field even accepts personalization snippets, so you can include your subscriber’s first name in the preheader text if you’ve collected it.

Improved “Share This” element

We’ve also revamped our “Share This” element, which allows your subscribers to share an archive link or custom link from your email to their social channels. Inviting your subscribers to share your email content is a great way to grow your list. We’ve made it easier to adjust the style and size of your social sharing buttons.

Flexible new email layouts

With the rollout of the new builder, we’re also releasing 8 new email templates called layouts. These layouts are a set of modern, unbranded email templates. Just add your own brand logo and colors. Save each customized layout as a new template for every occasion –– like announcements, personal letters, product reveals, etc.

Start building awesome emails today

With your new Drag & Drop Email Builder and sleek layouts, you’re now equipped to create modern emails in minutes. Start using it today! Simply log in to your AWeber account and check it out. On August 1, the new builder will become the default drag and drop email builder in AWeber, replacing our old version. We invite you to take this opportunity to use the builder with your own emails and give us valuable feedback to make any necessary improvements. Just click the “Share Feedback” button when viewing the new builder and let us know. Let us know what we can improve so we can continue to build the tools you need to connect with your audience. Haven’t tried AWeber yet? Get to it! Access our brand new email builder, easy-to-use automation platform, hosted web-forms, and more with a free 30-day trial!

The post Create Modern, Sleek Emails Faster than Ever appeared first on Email Marketing Tips.

How to Get Free Media Attention for Your Small Business

Imagine your business featured on live television or radio for free! It’s just a pipe dream, right? It doesn’t have to be, according to media expert Paula Rizzo. The media is searching for people just like you to share their stories with the masses. You just need to know how to tell it. During my recent interview with AWeber customer Paula Rizzo, a business owner and Emmy-award winning television producer for nearly 20 years, I learned the ins and outs of landing free media spots. Keep reading to discover Rizzo’s proven formula for delivering a successful media pitch and how she uses the media to grow her email list.

How small businesses can earn media attention

Rizzo founded and owns two successful businesses List Producer and Lights Camera Expert. But her businesses weren’t always full-time gigs.  For years, Rizzo worked as a television producer for a news station. Her entrepreneurial journey was just a side-hustle that she hoped would take off. But she quickly realized that she would never be able to do them full time if she didn’t get media attention, she says. To make that happen, she knew she had to establish herself as an expert in her niche: productivity. She started a blog where she explains how people can live a more efficient life through to-do lists, checklists, and lists for almost every occasion. By writing about topics such as optimizing your to-do list and how to use lists to be more efficient, she was able to demonstrate her expertise online, which played a huge role in landing media spots. When she would pitch the media, she could reference her blog as proof that she’s knowledgeable within her niche. She recommended this same plan for small businesses who want to earn their own media spots. Create educational content within your niche, publish it to demonstrate your expertise, then go out and pitch the media. “You don’t need to be chosen by the media. The media is looking for great experts and great stories all the time,” Rizzo says. In fact, they need content to fill a 24/7 news cycle. They’re craving new stories, and you have their next one. If you don’t currently create content, Rizzo recommends starting with a blog. Or, if you don’t like writing, try video. Keep your videos under 2 minutes so they’re short and “snackable” for your viewers. However, as you seek out media spots, you must keep in mind that they aren’t an advertisement for your business. Instead, they’re your opportunity to serve the audience and make a connection with them. “It’s never about your product or book. It’s about how you can serve them. What could you give them today for free so they can walk away and say, ‘I learned something.’?” Rizzo says. Producer’s won’t feature your story unless there’s a takeaway or learning for their audience. This means that your pitch must be educational. This may make you wonder, How do media spots help my business? While media spots don’t often lead to a direct sale, they help your business grow in numerous ways. For example, they can help you earn:

  • Social proof. You can highlight the media spots you’ve earned on your website as proof you’re an expert.
  • Speaking gigs. Media spots put your brand in the spotlight, which can lead to tons of other opportunities, like speaking gigs.
  • Higher quality clients. You can acquire more prestigious clients through media spots. When big brands see you on TV, they may be more likely to reach out and work with you.
  • Awareness. Ultimately, media spots make consumers more aware of you. And once they know who you are, they may visit your website and interact with you.

The 3 elements of a pitch

To earn media spots, you’ll need to actually pitch the media with a story. This means reaching out to producers, websites, newspapers, radio stations, magazines, podcasts, and even blogs to explain what value you can provide to their audience and what story you’ll tell on air or in writing. While this may sound intimidating, Rizzo shared her proven, 3-step formula for writing effective pitches:

  1. The hook: The beginning of your pitch should have a hook that grabs the producer’s attention. To write your hook, ask yourself two questions: What makes this story exciting? Why should people care about it?
  2. The twist: Your pitch should have a unique twist that makes it different from every other story out there. When incorporating a twist in your pitch, ask yourself: How is what you’re saying different from what your audience has heard before?
  3. The takeaway: Every good pitch has a key takeaway for the audience. This takeaway should be something valuable for your audience. To find your takeaway, ask yourself: What is my audience going to get out of this?

How to get a producer’s attention

Once you’ve used Rizzo’s formula to craft a convincing pitch, you’re ready to share your pitch with the media. Rizzo told me that this is where businesses often make their first media mistake. They don’t treat their media contacts like people. And because they don’t take the time to build a relationship with producers, they end up getting ignored. To prevent this mistake, Rizzo explained 4 ways you can build a relationship and get a producer’s attention:

  • Make connections with producer’s on social media. Follow the producers or media contacts you’d like to pitch on LinkedIn and Twitter. Then, share their content and comment on it. They’ll appreciate this help and may remember you.
  • Pitch the right story. Understand the producer or media contact you’re pitching well enough to know what kind of stories they’re looking for. Tailor your pitch to their needs and audience.
  • Write a compelling subject line for your email outreach. If you’re sharing your pitch via email, keep in mind that a producer’s inbox is inundated with hundreds of pitches. To stand out, your email subject line needs to be more interesting than the other pitches in the inbox. Include a counter-intuitive fact, a surprising stat, or a timely subject that you’re an expert in.
  • Ask friends or contacts to make an introduction for you. If you know someone that successfully landed a media spot, ask them to introduce you to the producer via email. This is a great way to quickly gain their trust.

Make your brand stand out

One of the best ways to easily land media spots is by standing out from the rest, Rizzo explained. Your company should be so interesting that the media can’t resist talking about you. You can accomplish this is by sharing a pitch that’s unique and different from everything else people have heard. This could be information that’s contrary to what people currently believe. For example, you could provide research which explains that bacon is actually good for you, Rizzo says. But your business’s brand story also plays a huge role in standing out. People want to get to know and like you. Sharing why and how you started your business is a great way to make this happen. “Don’t underestimate the power of your own personal story. Because so often people bury that. That’s what people want. People want to like you.” Rizzo says.

How to tell your brand’s story

The best brand stories are the ones your audience can identify with, says Rizzo. You can then connect with your audience through your story. Rizzo says that a great example of this is the fitness company ConBody. ConBody landed media spots through a compelling personal story. As a result of sharing such a great personal story, ConBody earned media spots in The New York Times, BuzzFeed, Men’s Health, and more.

Acing your first on-air interview

Rizzo now offers one-on-one and group training to help authors and experts prepare for their upcoming media interviews. While you may get jitters when you think of being on TV, Rizzo shared two simple ways to ace your first on-air interview be succinct and know you’re talking points. Plus, lead with your headline, or the most impactful point you have to share. “Give me the headline that if I walk away and only hear that one sentence, I got something out of it,” says Rizzo.

How Rizzo uses the media to grow her email list

The media attention Rizzo earned helped her build awareness for her business. It did something else as well: It grew her email list. When companies heard about Rizzo through her media spots, they began reaching out to her with speaking opportunities. During these speaking gigs, she used a text-to-subscribe service to allow people to easily join to her email list. She simply shared a number that the audience could text to subscribe. In exchange for subscribing, she gave them a free ebook. To do this yourself, you can use a service such as Textiful or Call Loop. Give your audience an incentive or freebie for subscribing to increase your growth. Beyond speaking gigs, media spots also grew Rizzo’s email list because they drove people to her website and email sign up form. People could easily join her email list right from the homepage of her website.

Rizzo’s top 2 email marketing tips

Rizzo explained that email has played a huge role in transforming her media relationships into sales. “Having my email list is really the only way I’ve been able to sell,” she says. According to Rizzo, her email marketing success is due to two strategies she follows religiously:

  1. Rizzo segments her emails. By sending personalized emails to subsets of her audience, she’s been able to boost her email engagement.
  2. She sends emails regularly. A routine email schedule keeps her in the habit of sending.

Try the email platform Rizzo uses to grow her business

As Rizzo said during our interview, email marketing is an essential part of selling her products and services. Want to try the email marketing platform Rizzo uses? Get a 30-day free trial of AWeber and start growing your business with email marketing. Rizzo says, “AWeber helps [me] reach [my] goals because I can target who I want to target. That way I’m able to zero in and talk to that person about that one product.”

The post How to Get Free Media Attention for Your Small Business appeared first on Email Marketing Tips.

Your Guide to Writing the World’s Best Email Subject Lines

email subject lines

Before it hit shelves, F. Scott Fitzgerald’s The Great Gatsby was almost titled The High-Bouncing Lover. Doesn’t have the same ring to it, huh? Writing your email subject line is a lot like choosing a book title: You have to get it right, or people may never open it — no matter how fantastic the content is inside. In fact, 35% of email recipients admit to opening email based on the subject line alone, according to research from Online Marketing Summit. So how do you write the can’t-wait-to-open subject line, and not the straight-to-trash-folder version? While there’s no single formula for an ideal email subject line, the following 7 battle-tested guidelines will get you pretty close to perfect. They can help you make your messages more appealing to your subscribers. Apply them to your email subject lines, and you could be the next Fitzgerald of the inbox. (Looking for an email service provider that lands you in the inbox — and not the spam folder? Try a 30-day free trial of AWeber. We have 20 years of industry-leading deliverability!)

Email subject line rule #1: advanced personalization

The following emails arrived in my inbox during a 24-hour window.

  • Expedia.ie: “Marijana – (1) new message: We owe you flight deals under 150 from your home airport” 
  • Eventbrite Picks: “Marijana’s Weekly Event Guide”
  • Just Eat Ireland 2: “Marijana, fancy finding a new flavour?”
  • Collision: “Time is running out, Marijana⌛
  • parkrun Ireland News: “Marijana, your weekly dose of parkrun positivity!”
  • mytaxi: “Marijana, upgrade your profile to a business account!”

Did any of them make me feel special? Not particularly. Variations of “Hello {!firstname_fix}” have become the norm in email marketing, not the outlier. Because of that, it’s losing its effectiveness. You can still use name personalization, but you also want to think about going a step further. At AWeber, we recommend segmenting your audience and sending each segment tailored messages with unique subject lines. “You can craft an open-worthy email by appealing to an individual’s self interests. People enjoy emails relevant to their wants and needs,” says Shayla Price, a B2B marketer who has launched email strategies for businesses like Leadpages and Shopify Plus. Here are some ways to do just that:

  • Ask questions on your sign up form. Then use that information in your email subject lines. For example, if you write a fashion blog, you can ask your subscriber for his or her favorite color when they sign up to your mailing list. Then, you can send them emails based off their color choice — like “15 gorgeous [color] dresses under $50.”
  • Send location-based emails. Traveling to a conference? Speaking at an event? Meet up with your subscribers in different cities. “We’re in [city] next week! See you there?”
  • Retarget subscribers. Did a subscriber abandon a product in his or her shopping cart? You could send an email like “Forget something? Here’s a 20% off coupon!” Or did a subscriber not follow through on an action, like registering for your webinar or workshop? Use that info to tailor their next message. “Only 12 hours to sign up for [event]!”

Related: The Top 7 Questions Everyone Has about Email List Segmentation

Email subject line rule #2: directness

Skip the wit, wordplay, humor, rhymes, or puns in your subject lines.* Stick with straightforward headlines instead. These “boring” subject lines convert extremely well. That’s because they explain the value inside the email. The readers know exactly what to expect from the message and the benefits they’ll receive from opening it. In fact, here at AWeber, we analyzed our subject line data and found that direct subject lines outperform the more creative ones by an average of 541%. Here are some examples of straightforward email subject lines:

  • “[Company] Newsletter: July”
  • “Exclusive workshop invitation from [Brand]”
  • “Our 10 Most Popular Biceps Workouts”
  • “The best brownie recipe you’ll ever taste.”

But there’s one catch: Your messages have to consistently provide value. If your messages fall short of their promised value, your subscribers will feel cheated. Then, good luck getting them to open your messages moving forward.  However, if your emails are constantly packed with important, personalized content, your audience will open your emails — no matter what the subject line says. *When your readers trust you and are opening your emails on a regular basis, go ahead and add wit, wordplay, humor, rhymes, or puns to your subject lines! You’ve earned it.

Email subject line rule #3: FOMO

Fear of missing out — FOMO — is a powerful psychological driver of email opens and engagement. Email subject lines that create a sense of urgency, scarcity, and exclusivity can boast a 22% higher open rate, according to the Email Institute. We recently used this technique for our launch of 24/7 Email Marketing Master Class.  

  • Liz from AWeber: “You have one day left to sign up for Master Class!”

And it worked! We saw 5% higher open rates than our regular broadcasts to the same list, and we saw a surge in class enrollments before the deadline, too. We used the FOMO method in a slightly different way for AWeber’s Beyond the Podcast Virtual Summit, as well. Here, we touted our active community of podcasters leading up to the event. We asked subscribers to join the group and sign up for the summit.

  • Beyond the Podcast Summit: “750+ podcasters in the Facebook community. Join them!”

Here are some other examples you can swipe:

  • Your [offer] ends at midnight
  • Today only: order your favorites with free shipping
  • You’re missing out on [offer]
  • Only 20 spots left at [price]
  • Urgent: Your subscription is expiring
  • This weekend only! Get [offer] before it’s gone!

Email subject line rule #4: curiosity

There’s a reason most television season finales end with cliffhangers: Humans crave nice-and-neat endings. So when you don’t give it to them, they’re unsettled. They have to know what happens next, and they’ll tune in the next season for closure. Use this craving to your advantage. Fuel your subscribers to open your emails by injecting curiosity into your subject lines. You can ask a question:

  • Jo at Copy Hackers: “Are you missing these 3 copy techniques?”
  • Men’s Health Daily Dose: “Will Creatine Boost Your Gains?”

Or promise an answer inside your message:

  • Jessica Stansberry: “You should be going live ___ times per month! [open for the answer]”
  • Sophie Gray: “This is the ONLY Reason You Should Workout”

Or tease a surprise, giveaway, or gift:

Or make readers say “huh?!”

  • Chubbies: “Sincerely, future Dwight”
  • Really Good Emails: “Emails can be tasty 

Email subject line rule #5: character length

How long should your email subject line be? No one can agree. Litmus recommends around 50 characters. Yes Lifecycle Marketing says emails with subject line up to 20 characters have ethe highest average open rate, unique click rate, and click-to-open rate. An analysis from Retention Science found that subject lines with 6 to 10 words results in the highest open rates. And Return Path advises using 61 to 70 characters. So in reality . . . it depends. (Sorry, I know that’s no one’s favorite answer.) Every industry is different. But here are some important things to keep in mind when you’re testing various subject line lengths — no matter what industry you’re in:

  • Do most people open your emails on desktop or mobile? If it’s the latter, aim for short email subject lines (35 characters or less).
  • Is your preview text cut off? If so, will your subject line still make sense without it?
  • Are there words you can cut to be more concise or clear?
  • Is your message clear and direct?

Email subject line rule #6: spam triggers

Email spam filters are triggered by specific words, phrases, and symbols in your subject line and email content. AWeber uses a content filtering tool called SpamAssassin™ to help you avoid content filtering. This tool is widely used by ISPs to filter incoming email. AWeber Email Spam Score By clicking on that score you can instantly view the content in your messages that are triggering the SpamAssassin™ ruleset. So what some words, phrases, and symbols that are red flags to spam filters? Here’s a list:

  • Excessive punctuation like multiple exclamation points!!!!!!! or ellipses ………
  • TYPING IN ALL CAPS
  • Symbols like “$$$” and “*****”
  • Phrases like “cheap,” “cash off,” “incredible deal,” “satisfaction,” “winner”

For an even longer list of common spam trigger words, check out this list by HubSpot. Also, as many as 69% of email recipients report email as spam based solely on the subject line. Make sure your subject line doesn’t come across as spammy to your subscriber, too. This will happen if your subject line is deceiving in any way, such as leading with “RE:” when it’s not an actual reply to an email.

Email subject line rule #7: emojis

In a busy inbox, an emoji can stand out. In fact, emojis may increase your open rates by 56%, reports Experian.

  • AWeber Blog: “Why you need a hook 🎣”

While the AWeber content team hasn’t seen a rise in open rates whenever we use emojis in our messages, we do continue to use them every so often to pack a punch or to shorten a subject line.  (For instance, we might use a 💡 instead of writing out the word lightbulb to keep the entire subject line visible on mobile devices.)  On the flip side, some brands — like Product Hunt, a website that curates the best new technology — use emojis in all their subject lines, which makes them recognizable in the inbox over time. When you see an emoji, you know it’s probably Product Hunt. Some emojis look very different from one Internet Service Provider (ISP) to the next. So don’t forget to test your emails in various ISPs like Gmail, Hotmail, and Yahoo!, too. Here are 3 Ways to Test Your Emails Before Hitting ‘Send.’ If you choose to use emojis, beware: Emoji usage in marketing messages is on the rise. It’s increased at an annual growth rate of more than 775 percent over the last few years, according to mobile marketing automation company Appboy. So your emoji may not stand out as much as you’d like. And almost 1 out of 3 people don’t appreciate emojis in email subject lines. Our advice: Test them with your readers. See if your readers act positively to emojis through increased open rates.

Your Takeaways

There’s no single formula for writing perfect subject lines. But if you mix-and-match these 7 subject line rules, you’ll be able to optimize your open rates over time and come up with a formula that works extremely well with your audience.

  1. Use personalization in your subject lines. Variations of “Hello {!firstname_fix}” are fine, but take it a step further with segmentation. That way, you can send highly targeted emails to an engaged audience.
  2. Be straightforward. It can be tempting to be witty or punny in your subject lines, but until you have the trust of your audience and consistently high open rates, stick with directness instead.
  3. Tap into a subscriber’s FOMO. Create a sense of urgency, scarcity, and exclusivity in your subject lines.
  4. Give readers a cliffhanger. Play into their curiosity. Make them want to open to find out the answer!
  5. Test different character lengths. Short, long, somewhere in between — see what works best with your audience (and looks the best on mobile!).
  6. Avoid spam triggers. Keep a list of common words, phrases, and symbols that get stuck in spam filters, and use an ESP like AWeber that gives you a Spam Score for every message.
  7. Be careful with emojis. You can use them to shorten email subject lines or to pack a punch — but make sure your audience actually likes them . Test subject lines with and without them.

Tell us in the comments — what was your The Great Gatsby — a.k.a. the bestseller —  of your email subject lines?

The post Your Guide to Writing the World’s Best Email Subject Lines appeared first on Email Marketing Tips.

8 Powerful Email Copywriting Techniques

email copywriting techniques

Anyone who’s ever written a marketing email has asked themselves these questions:

  • How do I get my subscribers to open this?
  • How do I get them to take action?
  • Did they even *see* me in their inbox?

Not getting the results you’re after might make you want to visit your subscribers one-by-one and personally remind them to read your emails and click your links. Fortunately, you don’t have to do anything so drastic. By following some basic rules of copywriting, you can dramatically increase your email engagement and get subscribers to take action. Here are a few best practices you can start using in your email copy right away. (Want to start sending amazing emails to your subscribers today? Try a 30-day free trial of AWeber. Test out our  ridiculously easy-to-use Drag-and-Drop editor and industry-leading deliverability.)

Use a Conversational Tone

Your goal is to communicate. This starts with everyday language, short sentences, and short paragraphs. Famous writer Elmore Leonard said: “If it sounds like writing, rewrite it.” That’s a good rule. Your copy should read as close to spoken English as possible. It should be easy to read and easy to scan. Big words don’t make you sound smart — they make you sound like someone trying to sound smart. So how do you know if you’re writing conversationally? According to Copy Hackers, a conversion copywriting site, Dr. Suess is a good example of how to use short words and short sentences in a way that captivates the reader. If you need more help simplifying your writing, check out Hemingway App. It flags overly complex sentences and assigns a reading level to your writing (the lower, the better.) This post, for example, reads at a sixth grade level. That’s about where you want to be writing. Related: Learn from the Masters! 16 Successful Entrepreneurs Share Their #1 Email Tip

Avoid Jargon, Buzzwords, and Acronyms

Jargon, buzzwords, and acronyms are an epidemic these days — especially in the world of tech and startups. Jargon and acronyms can alienate readers who don’t know what you’re talking about. You might as well speak gibberish to them. Instead of using these overly technical terms or abbreviations, be sure to use simple, easy-to-understand language and to spell out terms before you use them in acronym form. As for trendy buzzwords: Try to think beyond them. Words like ‘pivot’ and ‘disruption’ are becoming cliches that make people tune you out and take you less seriously. Instead, take the time to come up with simple alternatives:

  • Cohort = customer group
  • BoFU = Bottom of the funnel
  • Virality = popularity

This is really just the tip of the iceberg, though. Forbes has a list of the most obnoxious startup jargon — like ‘rockstar’ and ‘hacking’ — while TechRepublic suggests we stop using these 10 Buzzwords, like ‘curation’ and ‘freemium’.

Write a Killer Subject Line

Headlines have always been the foundation of good copy. In email marketing, your subject line is what gets you opened and read. Without a good one, you’ve got nothing. When writing your email’s subject line, think about:

  • Personalization: By personalizing your subject line, you can increase open rates by 50%, according to Marketing Dive. That might mean incorporating a subscriber’s first name in your subject line to make the message feel tailor-made.
  • Curiosity: Evoking a sense of curiosity in the the reader can get that person to click through and open your email. Ex: Want a chance to win $100?
  • Scarcity: Promoting limited time or quantity items can create a sense of urgency around your email that piques interest and drives conversions.

If you need more help figuring out a home-run subject line, here are 6 subject line formulas that will improve your open rates.

Know the Medium

One reason that email remains the number one marketing channel is that it gives you the power to talk directly to your audience. You’re leaving money on the table if your copy doesn’t reflect this. Why “batch and blast” with the same generic message to everyone when email gives you the power to personalize, segment, and automate? After all, automation can increase leads, conversions, and revenue…and it can save you time. The stats prove it: Automated email messages average 70.5% higher open rates and 152% higher click-through rates than other marketing messages, according to Epsilon Email Institute. And here at AWeber, we saw a 118% increase in open rates when we segmented our audience. We sent smaller groups of subscribers the exact information they were interested in, instead of sending our entire list the same exact content. Set up automated emails that help make every email you send relevant, interesting, and timely. Click here for your crash course in email automation.

Write for People (because businesses can’t read)

The term B2B is misleading because you’re not writing for businesses — you’re writing for decision-makers within a business. Humans, in other words. This is why we take the time to come up with buyer personas that reflect our customers’ unique needs. These people have emotions, so don’t just throw statistics at them. Don’t just use logic to appeal to their minds. Aim for the heart and connect on an emotional level. In your emails, use emotion-based principles like reciprocity, commitment, and social proof (to name a few) to make an emotional plea to your readers. Related: 95 Tools to Help You Be the Best Email Marketer on the Planet

Agitate Problems, Then Solve Them

Whether you’re outlining single email or an entire campaign, this is your formula:

  1. Identify a problem (P) Ex: Need an easier way to open cans.
  2. Agitate that problem (A) Ex: Isn’t it frustrating to use a hand crank can opener? It’s slow, hard work.
  3. Present your solution (S) Ex: With the electric can opener, you can open aluminum cans in seconds with no effort.

TV infomercials absolutely nail PAS. A voiceover identifies a problem: “Do you always end up making way too much pasta?” Then a montage in black and white agitates the problem with people tripping over big tangles of spaghetti in the kitchen. Finally, we get the solution: A happy family eating just the right amount of pasta, thanks to the Pasta-Matic. Obviously, there are other reasons not to copy what infomercials do, but they give a larger-than-life example of this formula in action. The key is to be relevant. There are millions of problems out there, and most of them don’t matter to your reader. The problem has to be real, not just an excuse to talk about your product. In an email, your copy needs to express a genuine understanding of what this problem means to your potential customers — and then swoop in with a simple solution.

Don’t Be Too Salesy

You don’t have to be salesy just because you’re selling something. Email readers have a good sense for “salesy” tactics (like when you try to get them to click on a CTA with misleading copy), and 9 times out of 10, it will alienate your audience. These days, people have zero tolerance for interruption, pressure, tricks, and manipulation. The reason: Research shows online attention spans are shorter than ever, and therefore most people have developed a strong detector for these time-wasting tactics. But you still want to sell to them. What can you do about that? Simple: Tell stories instead. Storytelling is the opposite of being salesy. You can still drive traffic, convert, close, and all of those nice things without resorting to cheeseball tactics. The great thing about storytelling is it’s actually less work than being salesy. You don’t have to resort to tricks and hacks. You simply communicate in a way that’s clear and interesting. Stories (be it personal, fictional, etc.) are how our brains evolved to learn new information. According to science, we’re hardwired to take in stories. By harnessing this powerful form of communication, you’re putting tens of thousands of years of evolution on your side.

Parting Wisdom: Don’t Stop Learning

A final catch-all tip: never stop learning. Writing is a skill that takes time and practice to master. And continue to read content by great writers. We recommend Ann Handley’s newsletter. She’s an author and AWeber customer who sends interesting, smart, and beautifully-written stories in her newsletter Total Annarchy. For copywriting tips, sign up for AWeber customer Henneke Duistermaat’s Enchanting Marketing emails For the basics of grammar and composition with books like Eats, Shoots & Leaves and the classic (but always relevant) Elements of Style. Want more copywriting and email tips delivered to your inbox? Sign up for the the AWeber blog newsletter and get actionable email-specific advice week after week!

The post 8 Powerful Email Copywriting Techniques appeared first on Email Marketing Tips.

9 FREE Summer GIFs to Add to Your Next Email

We may be blaring “Summertime” by Will Smith right now, but this post is all about “Gettin’ GIF-fy Wit It.” Below, you’ll find 9 animated summer GIFs for every occasion.

  • Having a celebration? Boom. Check out the festival fireworks GIF.
  • Throwing an outdoor event? Feast your eyes on the barbeque, hot dog, and watermelon GIFs.
  • Writing about something wedding-related? We have a 3-tiered cake GIF for that.
  • Sending an outdoor-themed email? Camping GIF, check. Under the sea GIF, check. Beach with a flamingo float GIF, check.
  • Summer sale? There’s a catchy GIF for that, too.

Your summer emails never looked so good. Not an AWeber customer yet? Join us! Create your FREE account right now, and see how easy it is to use one of these GIFs in our Drag-and-Drop message editor.

How to Download Your Summer GIFs

Step 1: Find the animated summer GIF below that you want to use in your email. Step 2: Save it to your computer by either right clicking the image and selecting “Save Image,” or by dragging the image to your desktop. Step 3: Upload the image into your email template. … And that’s it! Related: Want to maximize your GIF’s effect? Follow these 11 GIF best practices in email.

Festival Fireworks GIF

BBQ GIF

Hot Dog GIF

Watermelon GIF

Wedding GIF

Camping GIF

Under the Sea GIF

Beach GIF

Sumer Sale GIF

Make sure your emails hit the inbox — not the spam folder — with AWeber’s industry-leading deliverability. We don’t outsource our sending, which is the most important function of any email marketing platform. We’ll monitor every aspect of how your emails are sent around-the-clock. Try AWeber FREE for 30 days.

The post 9 FREE Summer GIFs to Add to Your Next Email appeared first on Email Marketing Tips.

New in AWeber! Visualize Your Campaign Performance

Last month, we announced that we expanded our chat support hours to 24/7. This month: Our product team has some new awesome features for you to dive into. Check them out!

Visualize your automation engagement in the AWeber Stats app

Are there leaks in your funnel? With our latest release of AWeber’s Stats app, you can now see subscribers’ open and click engagement across entire campaigns in real time! The interface is optimized for mobile, and it compliments both short and long email sequences. Simply drag and tap to see the individual performance of messages in your campaign. What you need to know:

  • Detailed, real-time, and simple visualizations of your automated campaigns have arrived in AWeber’s Stats app. 📱
  • These visualizations help you understand how your emails are performing.
  • See where you can look to optimize subject lines, calls to action, or email content! 🚀

How to take advantage of this feature:

  • Download AWeber’s Stats app for free on iTunes or Google Play. Log in with your AWeber username and password to get started!
  • If you are using Campaigns, tap the Autoresponders section in the app, then the Campaigns tab to check out the open and click performance of your messages.
  • Check out our full guide to learn more.

Greet your subscribers in five additional languages

Earlier this year, we added over 13 language selections to your confirmation email options, which allows you to message your subscribers in their own words. We just added another 5! You can now send confirmation emails in Swedish, Dutch, Danish, Slovenian, or Norwegian. What you need to know:

  • Send your confirmation email to your audience in their native language!

How to take advantage of this feature:

Help us build a better builder

If you’ve visited our Drag-and-Drop message builder in the past few weeks, you might have noticed an invitation to test our new, improved builder. We need your feedback to know what we got right (or wrong) with this new experience. In fact, we’re already hard at work implementing many customers’ requests and suggestions. aweber drag and drop builderWhat you need to know:

  • We’re getting ready to launch the upgraded email builder! 🙌
  • Our new experience is currently available as a preview, but we’ll be rolling out changes to everyone soon. You can build and send emails in the new experience or the old experience right now. 👷

How to take advantage of this feature:

  • Log in to your AWeber account, visit the existing Drag-and-Drop builder, and look for a banner invitation to try the new experience.
  • Don’t worry, you can switch back-and-forth between the new and old builders. And any message you create can be sent from either builder!

Summer is just heating up! We’re working on a some hot new features that we can’t wait to share. Stay tuned for what’s on deck, and let us know what features you need to be successful with email marketing!

Check out all of our product updates from 2018!

June: AWeber’s Customer Solutions Team is Now Available 24 Hours a Day, 7 Days a Week! May: Connect Your Email Marketing with More Than 100 New Apps April: Automation, Segmentation, Mobile App Updates, and More March: One-Click Automation and Segmentation February Product Updates: 5 NEW Features Have Hit Your AWeber Account ¡Atención! Connect with Your Audience in 13 Different Languages Push Notifications– Now Available in AWeber’s Stats App Ready to try AWeber free for 30 days? Go for it!

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