1) Welcome or Welcome Series
Everyone likes to feel welcome when they join a group. This is especially true when someone opts in to your email marketing program. Be sure you make these new subscribers feel welcome. Send an appropriate and timely welcome (and maybe an offer) to newbie’s to your list.  Better yet, design a Welcome Series.  A Welcome Series is a string of welcome emails that not only says hello to the new subscriber but also can provide them more information about your brand and what you offer.

2) Segmentation Strategy
Careful, well though out, and flawlessly executed email segmentation is crucial to the modern day email marketer.  The days of loading and blasting your list are over. Take a look at this post by clicking here to learn more about email segmentation strategy.

3) Testing Plan
Testing is one of the most important actions an email marketer can take. Be sure to test frequently and use the results of your tests. Re-testing is another good habit to get into. Some examples of common email tests are subject lines, personalization vs. no personalization, dynamic content, creative versions, time of day, day of week, various offers, gender, offer code in the subject line, and location just to name a few. The options are endless.

4) Survey Campaigns
Email is not a one way medium. Be sure you “talk” to your subscribers and email recipients. Ask them what they like and dislike about your emails and your organization. Pick their brains on new ideas and solutions to problems. Your subscribers can be your best advocates and your worst critics. Be sure to leverage their opinions and thoughts with an email survey.

5) Anniversary, Birthday and Other Special Campaigns
Everyone likes to be rewarded and recognized. Send your subscribers a special email just for them. This could be an anniversary email thanking them for being on your list for a certain amount of time, a purchase history/thank you email, a happy new year email, or some form of a birthday email or other thank you. Get creative with your special emails for your subscribers.

6) Triggered Campaigns
Every time someone initiates a transaction with your website, be sure to capture this action and respond via a triggered, automatic email when appropriate. This could be sending an email when a subscriber updates his or her preferences, places and order, has an order shipped, asks a question, posts a review, etc. These touch points build brand recognition and loyalty. You can also use these one-off emails to entice more people to join your email list.

Check back in with us tomorrow for Part II of this series to learn what else email marketers must have in their repertoire!

Below is a typical inbox. Which subject lines best grab your attention? Which approach would work for your brand? Which one do you think is the worst performing? There’s only way to know – test it out!

Keep in mind:

• Best-in-breed email programs consistently test their subject lines.
• It is important to verify your past findings and current theories about subject lines instead of making assumptions.
• If you can increase your open rates even slightly by optimizing your subject lines, the potential to increase click and transaction rates increases.

Do:

• Be clear and direct.
• Be short – keep subject lines to 50 characters or less.  (test this out to make sure shorter is better for your brand)
• Do tell subscribers what’s new in this message.
• Remind subscribers when sales/events are ending.
• Try wistful, fun or emotional subject lines.
• Test personalization, symbols (%, $) and capital letters. Also, I have seen pipes (|) used successfully.
• Set your subscribers’ expectations during the opt-in process about what kinds of emails they’ll be receiving.
• Try incorporating offer codes in the subject line.

Don’t:

• Be deceptive.
• Be too long-winded.
• Deviate from your brand voice too much.
• Scream (use words in all CAPITAL LETTERS).
• Test once and then make long term decisions.
• Be afraid to have fun!
• Don’t confuse newsletters with promotions. If your email is a newsletter, put the name and issue of the newsletter in your subject line. If your email is a special promotion, tell the subscriber what’s inside. Either way, don’t write your subject lines like advertisements.

Subject line recommendations and solutions are not a one size fits all solution. Discover for yourself about what works best for you and what does not work. Don’t forget to document both your testing failures and successes. You do not want to forget what worked and did not work as you perform more tests. Also, you do not want to lose any testing knowledge as employees come and go.

Some subject line testing scenarios include:

• Short versus long.
• Mentioning a product type (shoes, savings accounts, cars, travel destinations).
• Mentioning of brand or style type advertised (Nike, Cargo Pants, Harry Potter, Rolling Stone, Jolly Ranchers).
• Using and testing placement of free shipping, percent-off or discount offers.
• Using language indicating urgency (limited time sale, 3 days only, etc.).
• Using language evoking curiosity or inspiration.
• Using first name personalization
• Including the company name.
• Using capitalization and abbreviations appropriately or intentionally inappropriately (Di$count 4U!).
• Including offer codes in the subject line.

A sample subject line test scenario: The 10-10-80 split

1. 10% of the subscriber list received Subject Line 1.
2. 10% of the subscriber list received Subject Line 2.
3. 80% of the subscriber list received the winning Subject Line.

The winner is most often determined by unique open rate but not necessarily all the time. In the case of including an offer code in the subject line, the winner might be determined by the number of sales generated by that offer code. In this case the subscriber does not even need to open the email for you to make a sale because they can often see the code from the preview pane alone.

If you are having a difficult time deciding what subject lines to create, get inspired by the content of the email or by your web analytics data (to see which content is recently popular on your site and which popular keywords are driving traffic).

When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside. But don’t take my word for it – you need to test, test, test this for yourself.