From Initial Point Consultingwww.initialpointconsulting.com

In the "connected" world, where people are bombarded with information, effective use of email increases the chance of your message getting through.

But it is absolutely vital that when you use email, you deliver genuine value.

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“Email newsletters feel personal because they arrive in your email inbox, and you have an ongoing relationship with them.”

“In contrast, websites are things you glance at when you need to find an answer to a specific question.”

~ Jakob Nielsen

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So how do you deliver genuine value and build a relationship that works the way both you and your clients, customers and constituents expect using email?

The following are key elements in how to create effective emails, value and results.

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Basic Communications Principles

Create a Conversation• Information that people want will be spread by “word-of-mouth” using

email primarily.• Communicate with customers and contacts in non-invasive ways – be

stealthy, not pushy.• Make every customer feel like they are having a one-on-one

conversation.

Create Appeal• Establish name identification and build affinity with your contacts.

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Email Basics

• Communications today are, for the most part, handled using email. • It is a highly focused medium which gets your message

straight to your target. • Being able to utilize email effectively is key to successful

communications today.

That being said there are two important rules to consider beforeyou start writing an email for distribution:

• Keep the email brief so that it fits inside a viewing pane and doesn't require scrolling.

• Always give the recipient the choice to opt-out of future emails and honor their wishes.

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Subject Matter – Setting the StageBecause you can't assume anything about a sender's location, time, frame of mind, profession, interests, or future value to you, you have to start with setting the context of your communication. The first and foremost element of an email that will set context is the subject matter line.

• Use your subject heading effectively. • State the purpose of the email concisely.

Setting the context for the communication - where you are coming from –will increase the likelihood that your email will be opened and read. It will help “compel” the reader to open the email.

Remember that setting expectations improperly will lessen the chance your future emails will be read!

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Email Composition

• Ensure the content is clear to both you and your audience.

• The heading at the top of the email needs to be consistent with the message on the subject line.

• If you use images or graphics, keep them small in size

• Do not use attachments - see slide #4 for suggestions.

It can be tempting to use techniques for !! emphasis !! or urgency. But using them in excess can be ineffective. It's best to employ these techniques sparingly. AND always avoid the use of ALL CAPS.

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Keys for Developing Content

• Readers won't see every word of your email.

• Like web pages, emails are scanned, not read.

• Add visual anchor points to grab attention.

• Break the content up into sections using headings and bullet points.

The key is to write in a compact, concise manner. If you want tolearn more about writing for the web and email check out George Orwell’s 5 Rules for Effective Writing !

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Include a Call to Action

This is the thing you want your audience to do such as:

• Click to open a web page or open a PDF file from your site.

• View an online catalog or web page with a special offer

• Solicit your audiences interest in an event

Remember, this goes back to the idea of creating something that is compelling. By adding a link to your website you also improveyour website traffic. Use every email to create the opportunity for website traffic if possible.

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The Closing or Signature

The closing area of an email is very important. At the end of every email include a signature including:

• Your name and organizational role.• Your phone number.• Your email address.• A link to your website.

P.S. Check out the next slide!

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P.S. – The Postscript

• After reading the opening line of the e-mail, most people will scan the remainder of the email as discussed previously.

• The post script is a convention most readers will recognize.

• While the p.s. is not an essential element of all e-mail communications, it can be an effective way to highlight a reminder or a particular point of interest.

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More.....

While this covers the composition and structure of effective email communications, the overall objective of your email campaign can still need tuning. Campaigns are activities that, when tracked for effectiveness, will reveal much about how you are being received and perceived by your audience.

Tracking your email campaigns will also provide useful information and data about response rates, click-throughs and pass along rates that will give you a clearer picture of your effectiveness using the overall internet medium.

For more about planning effective email campaigns,contact us at www.printmixer.com

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