eBay stores have a set of email marketing functions. Sellers can use email marketing to help themselves build brand awareness, establish long-term and effective connections with customers, and let buyers remember the store long after purchasing the goods.
Sellers send promotional emails to buyers to tell them what promotions the store has, and display existing and new products. Of course, the email cannot be just an advertisement. You can tell the brand story to buyers in a narrative way to make the brand more humane, so that buyers are more willing to learn about your products. If the title of the email is unattractive, the content is empty, and it is full of dazzling product advertisements and promotional information, it will definitely cause buyers to be disgusted. Therefore, in order to achieve the effect of email marketing, you should work hard on the title and content of the email.
Do a good job of optimizing email titles
In email direct marketing (EDM) marketing, the title of the email is the primary factor to attract buyers’ attention. In particular, email marketing requires creating an eye-catching title. Sellers can optimize the title of the email from two aspects: title word selection and title format.
(1) Title word selection
EDM marketing needs to avoid the following two misunderstandings when choosing titles.
Mistake 1: Using “RE:” and “FW:” logos.
Some sellers will add “RE:” and “FW:” logos at the beginning of the email title to create an illusion that the two parties have already contacted each other. In fact, this often has a negative effect. When a stranger pretends to be an acquaintance, in most cases he will be coldly received, and the click rate of the email will not increase as expected, but will decrease. Therefore, for unfamiliar buyers, it is best not to use “RE:” and “FW:” in the title of the email to avoid causing disgust among customers.
Mistake 2: Using highly “tempting” words.
The so-called highly “tempting” words refer to overused words such as “100% free”, “high quality”, and “last chance”. These words have been widely used in many advertisements. They have lost their own advantages and cannot reflect the unique charm of the product. Therefore, instead of using some words that look very tempting, it is better to use some simple words that can better reflect the characteristics of your own products and distinguish the advantages of your own products from others.
When choosing words for the title, you should use “effective words”.
(2) Title format
The email title should have two characteristics: easy to remember and searchable. The email title should be easy to remember so that buyers can search by one or several keywords when needed and can easily find the target email. The email title can be searched, which means that the email title should not contain too many messy formats, so as not to affect the search results when customers search for emails. These messy formats are mainly manifested in the following.
· All words in the title are capitalized, such as PROMOTIONAL ACTIVITIES.
· Many special symbols are used in the title, such as “＄, €, |, 1, &, !!!” and so on.
· The title contains an email address, such as Do you need silk from china? –silk@hotmail.com.
· The title contains a date, such as Best price for iPhone8 2017-11-02.
· The title is too long, more than 10 words.
These formats usually make it difficult for buyers to search for emails, so it is best not to use them in the title. To make your email title look concise and direct, the length of the title should be between 6 and 10 words.