Whether you use ezine publishing as a means of marketing your website or product, or simply to pass on news to readers, you will get nowhere without knowing how to write an effective email campaign. No ezine will be effective if your emails are never opened, or if, once opened, they are shut again after a sentence or two of boring text.
Even in these days of spam filters, not all useless emails are caught. In fact it has become a game played by spammers to beat the filter and get their email through. The majority of emails most people get are worthless to them, and there is a psychology not to open anything that does not stand out. An effective email campaign must include a compelling subject line that draws the reader’s eye and forces them to open the email.
You are going to earn zilch if your readership is nil! There some basic tips you should follow in order to maximize the potential for your email to be opened. First, you must get personal. Most people find seeing their own name in the subject line of an email to be exciting, and many are even driven to open such an email just on this alone. It is a psychologically proven fact that people love seeing their own name on emails, and it is easily achieved using an autoresponder.
When you capture a name and email address using an online form on your website, the software puts it into a database. When you make a mailing to everybody in that database, you refer the autoresponder to the name of the column containing the first names of the people in your list. Each autoresponder has a way of doing this, and an example is ‘&firstname’.
When the software sees this it directs the autoresponder to go to the column named ‘firstname’ and replace the text ‘&firstname’ with whatever appears in that column for each email address associated with it. This can be done in the subject line or anywhere in the body of the text, so you may add the personal touch wherever you think it is appropriate to do so.
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