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● Why does business need email-marketing?
● Types of e-mailings● What does efficient email marketing
consist of?● Where to start?
Why do people open e-mails?
● 64% - Title● 47% - The name of the
company that sends e-mails● 26% - Offer● 14% - First lines of a message
Attention (A)
Interest (I)
Desire (D)
Action (A)
AIDA in email-copywriting:
A — the topic of a letter should drow attentionI — the contents of a letter should highten interestD — USP of a letter should boost interestA — call-to-actions will lead to conversion
How letter should be named to be opened?
- A topic should contain no more 50 symbols- Use call-to-action words- Make your topic transitive («what?», but not
«about?»)- Remember the first-sentence rool!- Throw out unnecessary words- Use words-activations- Answer the reader’s question:«Why I need to read this email?»
When to send?
• 6.00-10.00 — the best time for sending personal letters• 12.00-14.00 — news and articles• 15.00-17.00 — high time for financial offers• 17.00-19.00 — time for rest and B2B offers• 19.00-22.00 — again personal letters
P.S. MailChimp noticed, that people read more letters after 12 p.m., and the highest engagement is from 2 p.m. to 5 p.m.