Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Cases, Email marketing, Inspiration!, Strategy, Tips

The importance of a good key word policy

filemaker_kapstokfilemaker_allIn email marketing, it is important to draw the attention of the reader to read your message as detailed as possible. But we know only too well that we have to share this attention with other email marketers.

Therefore, we have to keep in mind that sometimes we have only a few fractions of seconds to draw the attention of the reader. Your reader will take a glimpse at your e-mail to see if he or she didn’t miss anything. We can only welcome the FOMO principle, the Fear Of Missing Out. That glimpse we have to serve in the best possible way and once again we can call upon human reflexes.

Dropped out characters

Our eyes are immediately drawn to important key points. The rest we fill – or at least our brains – naturally in. You’ve already seen texts passing by on social media where the vowels were omitted, but we’re perfectly understandable in the meantime. Or proverbs where the keyword was missing and we still knew exactly what it was. Well, this is where the principle of ‘key words’ come into play.

Recognition

In e-mail marketing – especially if it’s about longer messages – it is very important to work with subheadings. On the one hand those headings are used as ‘racks to hang on’ different paragraphs.
Reading on screen is different than on paper. If the reader – actually his eye – has lost its thread, these are ideal landmarks to restart the reading.

Content

But there’s more. A reader who is in a hurry will quickly read the subheadings. Therefore, you should take care that you not only have a physical ‘rack’, but also the right content. This way the reader can fill them in himself and understand the essence of the message, without fully reading the text. Or perhaps this can be a trigger to read the entire text.

An eraser did the job

Today we have an example from the B2B world. It is about a new version of software. Ask any developer and he will tell you that there are daily messages like this in his inbox. The previous principles apply here as well. We erased the text in Photoshop, leaving nothing but the ‘key words’.

Take the acid test

That’s the first figure you’ve got in mind. Go through it, read the remaining ‘key words’. Do you have an idea about the message they wanted to convey? Well, we have put the original message in this blog post as well as some sort of ‘cast out nines test’. Take a moment now to read the entire message. And compare this with your first idea, did you read something substantially different?

Key worf policy

So perhaps we should adjust our way of writing emails a little bit. You should first determine what message you want to convey. First you can make a list of what the key content elements are, then convert them into perfect subheadings and then you can start with writing the paragraphs. It is certainly worth trying. We would only change one thing, which is the font….

Aug 20, 2016Ann Flipkens
Previous storyOpen the gate to the inbox of your target groupNext storyLitmus and Microsoft are cooperating
Home The importance of a good key word policy
6 years ago Cases, Email marketing, Inspiration!, Strategy, Tips467
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  

Three powerful strategies to convince your client

The ‘principles of persuasion’ of psychology professor Robert Cialdini is interesting reading material for marketeers. To give you a brief summary, the book talks about 6 principles that you can use to convince someone to take action. In this blog post we discuss the first three principles and give you tips to use them online! […]

Seasonal mailings, Strategy

Five tips for really original birthday wishes

Every year, you have to be more original to surprise your contacts. A lot of email marketers take advantage of birthdays to send a message to their contacts. We like to give you a couple of possibilities. You’ll see that you can do more than the classic birthday card! Jan 11, 2013Michelle Dassen

Seasonal mailings, Strategy

How do you wrap your contacts for the holidays?

The holiday season is approaching. It is one of the most exciting times for e-marketers. First, because the number of campaigns traditionally increases, but also because of the major competition: it is even more important to stand out. Nov 20, 2013Michelle Dassen

How to start with email marketing, Seasonal mailings, Strategy

The perfect email with a closing discount in 7 steps!

Dutch clothing chain Perfectly Basics is very active online. This should also include a strong email marketing strategy. And Perfectly Basics clearly thinks about what they send to their mailing lists. Oct 17, 2014Michelle Dassen

Strategy

Center Parcs goes for higher conversion in Britain

Center Parcs is not a small player. With 4 parks they are the absolute market leader for short vacations in the United Kingdom. By using email marketing they aren’t directly trying to sell more vacations, but to get more return for every stay. May 25, 2014Ann Flipkens

Strategy

Get more out of your email marketing with lead scoring

Lead scoring is a strategy that is increasingly gaining ground in the world of marketing. The principle is simple. All actions that your prospects, contacts and other relationships undertake are graded. A certain score then leads to a follow-up. Since email marketing thrives on the actions of the reader, this medium is also a perfect […]

Email marketing lists, the numbers!

The growth of our mailing lists is usually our biggest concern. Email marketing is only successful if we always have a fresh supply of new email addresses. The American Marketing Sherpa is constantly looking for the right strategies that our colleagues put into action. Mar 20, 2013Ann Flipkens

Email marketing, Inspiration!, Strategy, Trends

Participate in the Email Barometer and find out how your email strategy stacks up against those of other Belgian marketers

Every year around March we launch our Email Barometer, in which we want to map out the strategy of Belgian email marketers, end uncover trends and expectations within the Belgian email marketing landscape. But this edition, thing will be a bit different. With the arrival of the new General Data Protection Regulation, we want to […]

Most Viewed
1,819

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,401

An integrated offline and online communication at Nespresso

1,235

10 tips to integrate a promo code in your email marketing

1,234

Bloopers you can avoid

1,087

Was this useful?

1,063

10 elements of a great welcome message

1,044

11 ideas to improve your opt-in form

1,010

Are you using animated images in your emails?

2018 © Flexmail