Emails your subscribers will actually click on – and read

  

 The “less is more” rule applies to many elements of online marketing, including email marketing.

Did you know that the average office worker receives 121 emails per day? When you send out a newsletter or a special offer you are competing for your reader’s attention, which now sits at an average of about eight seconds.

While there is no magic formula for how long your email subject line and body should be, there are some simple things you can do to increase your email’s readability.

Here are some tips:

·      Keep it simple. Don’t use complex words where simple ones will do. For example, instead of “utilize” try “use.”

·      Don’t use too many filler words. You’re not writing a novel, no need to get too descriptive and flowery.

·      Break up blocks of text into sections.

·      Organize information into bulleted lists.

·      Keep the subject line to six or seven words – anything longer won’t display on mobile.

·      Don’t use images that will interrupt the flow of the text.

Of course the design of the email makes a difference too. If you can, send a test of the email to yourself and check it on your mobile device. How does it look?  

Want to test your message before you send it? Try this FreeReadability Test Tool. You can simply copy and paste your text, then it will give you a readability score and tell you what that score means. For example, this message scores at an 8^th grade reading level.

If you want to get really technical the tool will also give you statistics such as how many complex words and average number of syllables are in your text.

So how readable is your content?

Why Facebook is not a substitute for a business website

By Jenny Hopkins

ISJ Media

jhopkins@journalnet.com

208-239-3532

Surprisingly, many small businesses do not have a website. These business owners say, “I have a Facebook page so I don't need a website.” Facebook is a great tool for small businesses because it is free and pretty much everybody uses it.

But there are some things that Facebook just can't do for your business. Here are a few advantages to having a company website:

• You don't have ownership. Yes, it is your business page, but ultimately it is still owned by Facebook. Your page may get hacked or spammed, and if it accidentally gets deleted or shut down for some reason you have to start over. Also, you have to follow Facebook's rules and guidelines when it comes to promotions, but on your own website you make the rules.

Brand admiration and how you can achieve it — FREE download

Marketing is not just about planning, creativity, good communication skills and organization — it’s also psychology. Think about the best experiences you’ve had with brands — quick responses to your questions, courtesy, professional, fun and interesting and makes a person feel good about his or herself. Brand admiration is building a brand that customers love and respect.

Brand admiration is important for several reasons. First, customers will want to remain loyal to your brand. They’ll tell their friends and family about the great experience they had with you, and they’ll tend to be more forgiving if you make a mistake. Having great brand admiration increases employee morale, increases profits, reduces competition and provides opportunity for brand extensions.

Sounds great, right? But how do you get there?

Let’s take a look at one of the world’s most beloved brands — Nike. Nike’s television ads are inspiring and relatable. Nike ads have depicted a young child practicing a sport, being encouraged by mom and then growing up to be an Olympian. Or someone deciding to start running every morning because they want to change his or her life and get healthier. Who could not be inspired by those things? And the mom encouraging the child to keep trying really tugs at the heart strings. It’s comforting, it connects on an emotional and personal level, and they really do make you feel like anyone and everyone is an athlete. Their slogan “Just Do It” is short and simple, catchy and embodies the brand.