This is the second in a seven part series of information on how to avoid the seven deadly mistakes that can hobble even the most carefully thought out e-mail marketing campaigns.
In Our Last Episode
In the first part, we talked about the first deadly mistake that can cripple your e-mail campaigns. That mistake is failing to write your most important copy “above the fold.” Many marketers fail to fully understand the importance of writing “above the fold” in all e-mail communications.
Just as with traditional direct mail, it is absolutely critical that you get your prospect’s attention using the space or “real estate” available to you on the computer screen without the need for scrolling.
In this part, we’ll talk about the second deadly mistake that can cripple your e-mail campaigns, and that is not having the right information in the “from” field of your e-mails. I can’t emphasize enough how important it is to have a good “From” line in your e-mails.
Lessons Learned From Traditional Direct Mail
Harkening back to our previous comparison of e-mail campaigns to traditional direct mail, the “From” line in an e-mail is the digital equivalent of what traditional direct mailers call the “return card.”
The return card is simply a fancy name for the information you would include in the upper left hand corner of a traditional envelope.
This information is important in both traditional direct mail and e-mail because what’s on that outer envelope and who the communication is from is going to have a whole lot to do with whether the envelope or e-mail gets opened in the first place.
If your prospect doesn’t recognize who the e-mail is from, you may not even get a chance to catch their attention with a snappy subject line.
Worse still, they may never even have the opportunity to see your message in their inbox because your e-mail may get gobbled up by a spam filter long before it’s ever allowed into their inbox.
So, you can see why it’s important to put a little bit of thought into the “from” line of your e-mails, can’t you?
Okay, so what can we do to make a good “from” line? There are actually Three Keys to a Good From Line
Use a Good Email Service Provider To Send Your E-mails
Simple, let’s start with where you are sending the e-mail from. If you are still mailing from Outlook or your free Yahoo, Hotmail, Gmail or similar account, then you are just asking for trouble.
Not only are these programs really difficult to manage your list from, but they are traditional sources of spam in the eyes of all the major ISP’s (internet service providers) when large amounts of mail emanate from them.
So, your first step, if you’re not already doing it, is to send your e-mail communications to your list through an ESP. ESP stands for e-mail service provider and these services have what are called “whitelisting” relationships with most of the major outlets through which your e-mails will be delivered.
My two favorite ESP’s are iContact and ConstantContact.
If you’re not already using an ESP, you can sign up for a 15 day free trial with iContact, or, you can get a 60 Day Free Trial with ConstantContact.
Each has different features and benefits and you may want to try both of them for free trials just to see which one works best for you.
Make Sure The Return Address Is From Your Domain and Your E-mail At Your Domain
Okay, now that you’re using a trusted ESP and not your Outlook or freemail account to send your e-mails, the next thing to think about in your “from” line is what return address is shown.
You want to look professional if you’re representing yourself to the world as being in business. If you have a dot.Yahoo, dot.Gmail or dot.Hotmail suffix on your return e-mail, how serious do you think your prospect is going to think you are?