Marketing bases its foundation in statistics, where the results are estimated based on a percentage of audience exposed to an advertising message, respond positively to it.

Marketing bases its foundation in statistics, where the results are estimated based on a percentage of audience exposed to an advertising message, respond positively to it.

Our newsletters are subject to the same rules but with some special seasonings.

In contrast to the traditional inland advertising, email marketing should be especially concerned that our message reaches its destination and that it be read (opened by the recipient).

In conducting our email campaigns, we must consider the rate of messages read as the first successful Dida me of it.

That is the rate of read messages?
It is an indicator that measures that our communication was voluntarily received, opened and possibly read. Given that this indicator reflects only the people who opened our newsletter in HTML version (with image display turned on).

Therefore, the rate of read messages (number and percentage of the total), gives us vital information ible to analyze the results of our campaigns.

Factors affecting the rate read
There are two factors that determine our optimum read rate:

1. Technical factors
2. Factor "AVA" (Opening Voluntary Action), when our contact decides to click and open our communication.

In short, if your newsletter does not arrive because of technical problems or contact us decide not to open communication, this negatively affects our rate of Read.

E-Nvía provides technical resources to facilitate and overcome most of the technical factors, which are detailed below:

Technical Factors
Technical path that follows our newsletter to reach your destination:

1. Mailing List Selection in my database from E-Nvía
2. Electronic newsletter sent from my account e-Nvía generates and sends unique individual emails from a mailing list of contacts N)
3. Arrival of the message to the recipient's mail server.
4. AntiSpam check by the recipient's mail server.
5. Arrival of the message to our target box.
6. Second AntiSpam filter mail software (mail Manager: Outlook, Gmail, Hotmail, Yahoo, etc.).

Preventing falls in the Bulletin Spam filters.
E-Nvía includes a tool to check the level of spam that our newsletter will own when it is revised by the filters of the target servers.

This tool, easy to use, is activated by pressing the "Test Spam" in step "2. HTML Design "in creating or editing MESSAGES.

Clicking this button will get an assessment (visual and numerical) on the likelihood that our newsletter is considered spam.

If the indicator is greater than 5 points, we recommend changing the content and / or subject of the message to suit a spam score lower.
Keep in mind that this index is only an estimate, as each spam filter has its own rules and may vary among them

For more details on the Spam Test click here .

To understand and learn more about the spam we recommend reading our article "What is Spam and how to avoid the temptation" in this blog by clicking here

Voluntary Action Opening
Once saved "technical factors", our e-newsletter will arrive in a mailbox where they will compete for the attention of the contact with other emails that are also waiting to be read.

In that competition your email p Osee four components of text, which will be displayed initially in the incoming mailbox of your contact.

These components are the only weapons to capture the attention and get the voluntary opening of the message to read the rest of the content.

Components:

1. Your email
2. Sender's name
3. Message Subject
4. First line of text in the message body

At this time, when the message is in the INBOX, the display of these 4 (four) components of the application will depend newsletter that the recipient is using to read your mail and settings of it.

For example, a user in Microsoft Outlook can have your reading pane enabled, so you will have the opportunity to read the message without clicking on it, but a contact using Gmail will be able to view a summary of the newsletter single line, and then click if you wish and proceed to the reading.

The deciding factor in most cases for the opening of email is the issue and in some mailers also the first line of the message, as many platforms free email (gmail, yahoo) have begun to use to form the preview email.

Key points to develop a good offer for our Newsletter:

• The appropriate length of the matter is fundamental and should be between 50 and 80 characters
• Include the objective ("to explain that is objective and give an example) of your email in the first 3 or 4 words of the topic.
• Include your company name just in case if your brand is sufficiently recognized by the receptors.
• Personalize the issue with contact data, but do not make a habit of this. (More on customization in our article by clicking here )
• Generate plot to promote open, in case of business proposal to mention the term or the stock of the same.

The importance of the first line of text

The first line of text in our newsletter, is used to generate a preview in different email applications, the effect will also be an important element to take into account when drafting.

Our recommendation from E-Nvía is to use very well the first line of the newsletter, including a text that compliments the subject and even customize the first line, with the contact name (if not done in the matter) to have a positive impact on the "preview" and the opening INVITE.

Following this first line "attractive", we recommend incorporating a link to display the option in Navigator newsletter (for those contacts that for some reason your mailer does not correctly display the message.)

E-Nvía can include a link, giving the recipient the option of not being able to display the email properly, click on this link (link) to see it from the browser, clicking this way will be redirected to a page with the content of your newsletter.

This feature can be included from step 2 "HTML design" using the "Link" button, then selecting as type "view in browser."

Finally
The best strategy for your newsletter is read, is to have gained the confidence to their contacts, through a personal relationship in the medium term, given where possible, useful and relevant information.

The abuse in the frequency of our newsletter to undermine the openness of our newsletter (see more on how to determine the frequency by clicking here ).

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This entry was posted on Tuesday, January 20, 2009 at 6:24 pm and is found in articles and practical advice . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response , or trackback from your website.