Avionics News August 2019 - 57

this question. What matters is what works for you.
what's new and how to make their flying safer.
Experiment with days. Try a Saturday for a change
It all begins with the subject line. Most writers will
and see how it affects your open rate.
tell you that the headline is often the most difficult
part of writing an article. The same
is true with your email subject lines.
Just like a good headline, the subject
line must stand out from the crowd
and motivate your customer to open
your email. That's why subject lines
such as "September newsletter" are
real snoozers. Use yourself as a
HOW CAN YOU
guinea pig when you're going through
MAKE YOUR
your own emails to see what subject
EMAILS STAND
lines catch your attention and adapt
OUT, BE USEFUL TO
them for your own use. And haven't
we all received too many emails with
THE RECIPIENTS,
a subject line that this was our LAST
AND KEEP YOUR
CHANCE to do this or that?
CUSTOMERS'
Adapt your writing style
FINGERS AWAY FROM
for emails. You must get right
THE DELETE KEY?
to the point in your email, so adapt
a writing style that is punchy with
bullet points. Avoid long blocks of
copy that are hard on the eyes and
make people start skimming and scrolling. During
An emoji may not be enough. Email can't
a business day, no one is reading their emails in a
communicate your state of mind. Humor is hard enough
leisurely fashion - it's read, read, read and get on
to use in business without trying to employ it in an
to the next. Whatever information you want your
email. Remember that people will no doubt be reading
customer to know, make that point clear.
your email fast with distractions all around, so the
Don't go crazy over analytics. Yes, you
subtleties of your humor or your lighthearted sarcasm
should know your "open rate," or the percentage of
can be easily misinterpreted. I am not a fan of emojis,
people who are actually opening your email. But
but I sometimes use the smiley face with sunglasses
remember, it doesn't mean they are reading it. That's
(my favorite) in a business email when I feel my words
one important statistic, but beyond that, you can get
may be read as harsh. The smiley face says, "See, I'm
bogged down in statistics that truly don't matter. Use
not angry here," but that's for a one-on-one email, and
your open rate as a motivator to make yourself work
I'd avoid humor in a mass business email.
harder to increase the open rate a few percentage
Give your recipients an out. It's part of
points at a time.
email marketing etiquette that you make it easy for
As for which day is best to send your email, one
your recipients to unsubscribe from your emails by
study says that for business-to-business emails, the
incorporating instructions on how to do that at the
best day is Tuesday. For business-to-consumer, the
bottom of the email. Why continue to send an email
best day is Saturday. No doubt, if you continued
the Google search, you'd find other answers to
Continued on page 72
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august

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Avionics News August 2019

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