Don’t Forget the Keywords in Email Marketing: Make It Short and Sweet

The word was born in the blood and took flight through the lips and the mouth – and for ages this was the best way to learn of something new.

Later, of course came books and newspapers.  Still the best way to learn of a product or service was through the almighty word of mouth, until the advent of email.

The Importance of Email

In the fast paced age of digital marketing, email is king. Emails are your window to the world and the best way to reach your consumer. So if your emails aren’t getting the attention they should; well, that probably means you aren’t getting the attention you deserve.

Most of the time your first interaction with customers starts online, so you’ll need a good business email address. This may seem like common sense, but many business owners still rely on personal email accounts. Make sure your email has the ending of your domain name. However, there are also a couple of other things you can do to get your email noticed.


Be sure to use keywords in the Subject line. These are critical as almost a third of email recipients will determine whether an email is worth opening based on the subject line.

Keep It Short and Sweet

Keep your emails short and sweet. Get to the point quickly as most of these are read on mobile devices, where the screen is small.  So keep email messages to about 5 sentences max. That’s a lot shorter than a blog or personal email.

It’s Important

Email marketing is still the most effective type of marketing available to small and medium size businesses. It’s a very inexpensive way of marketing, but you gotta abide by the rules of email marketing to get it to work for you.

How do You Sound in Your eMails?

Do you know how you sound in emails?

What do your email marketing efforts sound like?

Without being able to hear someone’s vocal inflection or see their face, it can be difficult to interpret how a reader receives your email campaigns.

Emoticons and exclamation points just don’t seem to do the trick when we talk about business email – and sometimes, well let’s just say that formal language can start sounding a bit hollow.

But how can you tell when your customers aren’t responding to your emails. And when they do, responses are often lacking and too brief; responses are often only one or two words. That’s understandable because people are busy, but still these brief responses don’t give you much insight into how your email marketing efforts are doing.

So how can you make sure your message gets across without being too negative?

Always Accentuate the Positive (without being salesy)

The word choices you make in your email content set the tone of your communications. So choose affirmative words and phrases, otherwise you may sound too terse or condescending.

Avoid negativity, but that doesn’t mean you don’t want to offer real analysis either. There is always a way to be politically correct.

 Avoid using Certain Negative Words

You do want to avoid using certain negative words such as “Cannot, error, fail, impossible, mistake, problem, refuse, little value, urgent, unsound.”

But remember that doesn’t mean you can’t ever use these words. It just means you don’t want to use them in a negative context, when giving instructions or an opinion on something.

For Example:

You wouldn’t want to sound as negative as the following sentence:

“Thank you for your email. Unfortunately, it is impossible for our team to offer that service on time because, we do not offer this particular service.”

 Offer Positive Readabiity

Instead you could offer a positive direction to this by saying something like.

“I’m so sorry that I can’t help you with your needs, as the requirements go beyond our capability, but I would be happy to recommend someone who can help you.”

The first sentence offers too many negatives in one sentence, and while the second sentence may say the same thing, the tone is more positive; less negative words and more positive words.

Writing effective emails is about paying attention to the words you choose. Use positive terms like “benefit, best, issue, progress, and success, valuable.”

In essence when working with email you have to see the glass as being “half full” instead of “half empty” If you do find that people are misinterpreting your email efforts, try to be more explicit. Explain how you feel and why you are sending out the email. Explain that your intentions are to offer information that can be helpful and not derogatory or harmful.


6 Common Misconceptions About Email Marketing

One of the oldest forms of online marketing is email marketing. Now, more than a decade old, this type of marketing is almost considered ancient in the digital world. Those of us that bclal In that time, many online marketers have learned to use it quite successfully. While over time, others who never quite got the grasp of how this marketing method works have helped create a number of misconceptions about this, one of the most successful digital marketing methods around. While some of these misinterpretations may have been grounded in reality at one time, recent changes now make these into unfounded myths.

1 – Trigger Words Get You Spammed

Email marketers are always being told that there are certain words to avoid at all costs when running an email marketing campaign. Such words include “free, cash, quote, or save.” Keep in mind that this isn’t a hard and fast rule, and while this might have been true a few years ago; back when email boxes seemed to be inundated with scam messages. But this is no longer the case. Spam filters have gotten very sophisticated and now better distinguish messages that are total spam from those marketing messages that readers actually want to read.

2 – Opt-in List Members Will Always Open Mail from You

Thanfully, you are now generating your email contacts through legitimate opt in programs. This is where readers have elected to receive mail from you. Still, it’s over reaching a bit to expect everyone on your list to open your mail. There are many reasons for this. It could be because:
– Some people think your emails are something they aren’t. This could be because they opened your first few emails, were disappointed with the content; or it could be simply because they just haven’t gotten around to reading your mail.
– The reader has become disengaged with your content. They have changed industries, moved, gotten busy, or simply abandoned the email address.
By monitoring your email engagement once in a while you can try to re-target your content to re-engage people. Then if a few still remain despondent you can clean your list of these recipients who show no response.

3 – Something is Wrong When People Unsubscribe to Your Newsletters

Actually, this could be good for your business. When someone unsubscribes to your service, it means your email list gets clean. A healthy unsubscription rate of between 1% to 2% can actually be a good thing. This way you won’t end up with a lot of frustrated email recipients, who complain about your emailing them.

4 – Email Doesn’t Offer Leads

Email is a slow persuader, but can also be a wonderful lead generator. Remember, emails are shared between friends and colleagues. A reader can forward your email to a friend who is not on your email list.
That’s why you need a lead generating call-to-action in every email you send, so that if it’s forwarded you can get them to opt-in.

5 – Marketing Emails Need to Be Graphically Designed

Sometimes it’s better that an email be simple and plain. Just plain text will do better at times than a graphic newsletter. When a recipient receives a plain text message, he doesn’t feel like he is being “Sold” on a product or service. This looks like something he would receive from a friend or colleague. You can say what you want, and the reader can read it. Certainly, a message that is also easier to create. Design elements take time, create freezes, and even prevent email messages from getting to their destination.

6 – Open Rate Metrics are Useless

While email open rate isn’t the tell-all sign of how successful your campaign is, this doesn’t mean you don’t need it. This rate is still important information as it tells you what type of person is most likely to open your mail and which isn’t. It can be used as a gauge when trying to compare headlines that are of more interest than others.

Bottom Line

Email marketing is still one of the most effective online marketing methods used today. If you use other marketing methods to create interest in receiving your information and everyone on your email list has opted into receiving information from you, it can be very effective. You still need to make email information interesting enough to get a click through, or to get recipients to forward email to other users. However, its main purpose is to create branding and offer trust. Remember, if a consumer trusts you, he is three times as likely to buy from you

Email is Alive and Well

As is always the case, something new comes out, and the processes that have worked well take a back burner, as is the case of e-mail marketing. But many experienced marketers will tell you that email is still effective in many ways. So if you’ve ever wondered about whether email marketing still works we have the answer for you.


It’s Still Alive

Email is not dead. In fact, many successful marketers say that email marketing is the core to their business marketing strategy. There are more than a few reasons, but 68% of those surveyed listed the following benefits:

  • Email indirectly impacts business performance
  • It offers easy access to customers
  • Primary conversions are directly linked to email


An Innovative Marketing Strategy

No matter what the size of your marketing team or of the programs you use, you need to create a plan for your email campaigns. You can do this when you:

  • Take inventory of your digital marketing efforts and of your customer lifecycle stages. What does it take to acquire, get people onboard, engage and retain customers.
  • Identify the marketing gaps you have with the different customer lifecycle stages. Implement email campaigns that give your readers some type of engagement during these gaps. This helps you acquire, engage ad retain them.


Email is not Dead: It has Just Changed

New emerging email marketing trends are changing. More and more consumers are buying smartphones at a very fast pace. In Canada, the US, Europe and Australia as much as 60% of the population is reading email on smartphones.

Use Responsive Design

Determine the number of readers that open your emails on a mobile device. If you are like many website owners, you’ll have a lot of these readers. To help them identify and read your email put a responsive design plan in action for your campaigns. The biggest new trend in email marketing is in redesigning your campaigns to improve click-through rates on mobile devices.

The Importance of Email Content

Another important trend  is relevance.  Our email marketing pros demand relevant information that is targeted and personalized.  Marketers should avoid sending generic sales information and focus on meaningful messages that customers can actually use.

Easy to Share Call to Action

The call to action also comes in front and center. Avoid using text, images or anything between your reader and what you want them to do. The call to action needs to be direct and located within the first three sentences of the content. However, this needs to be a well-thought-out call to action which draws the attention of your readers and inspires them to take action.

As You Can See….

Email marketing isn’t dead. It’s just growing up. You have to organize and approach it differently. You need to make your email relevant and get to the point quickly. Just keep in mind that people just don’t have as much time to surf the internet as they once did.


6 Important Email Marketing Tips


Write a few lines, add your name, upload a picture in your email marketing campaign is done, right? Well, not necessarily so. Despite what you might hear, email marketing is complex, and best carried out by a professional. But that doesn’t mean you can’t be successful, and do it in a relatively simple way. Here are 6 email marketing tips that you want to remember for your next campaign.


Don’t Forget Your Links

The real purpose of your email is to bring traffic to your landing page, your products or your website. So without having links to your page or website, your readers can sign up and become customers. The solution is very easy. Just add links every place where a reader might click. You should have at least one link per paragraph and ensure that these look like actual links. You also want to use a strong call to action or authoritative “click here” message.

Minimize Your Use of Images

Keep in mind that email is not a print-mail piece. Some recipients will not get your images, so you need to equally divide image space with text. Use well coded HTML instead of image heavy design, and avoid sending out an email with just one big image and nothing else.

Make It Easy to Unsubscribe

It’s important that you make it easy to unsubscribe to a mailing list, otherwise, you risk having your email flagged as spam. Every user who flags your email as spam counts against your reputation and makes it harder for your email to go into the inbox of your readers.

Pay Attention to Your Email Template Dimensions

Email messages can’t be too big. You just don’t have a lot of space in a person’s inbox convey a large message. It’s important that you remember that most users will be viewing your email in a preview pane and may even have the image feature turned off.  That’s why you should make sure your html email template isn’t larger than 600 pixels wide.

Keep Your Text Short and Easy to Read

Most users don’t read the entire email, especially not if it’s very long. They are only going to scan for key points that might interest them. Keep text short with small paragraphs and bullets. Use font bolding and colors to highlight important words. Too much text makes a reader simply delete it.

Keep Your Email List Clean

There is no value in keeping incorrect emails, those that are formatted incorrectly or those that have undeliverable addresses.  If your list has a large number of undeliverable emails, your provider will flag you as spam, and that means your email won’t get to the emails that are correct either.