Web Wise

Last month's Net Worth discussed implementing an effective e-mail marketing campaign. But no matter what the content of your campaign may be, it won't be successful if your customers don't open the e-mail sent by your shop. And one of the best ways to ensure that customers open your e-mail is to craft an effective subject line. Never treat your subject line as an afterthought to your campaign. It's the first impression your customers will receive and must compel them to read further.

• Keep your subject lines short. The typical e-mail subject line window displays between 30 and 40 characters, including spaces. According to industry reports, the recipient will decide whether to open or delete an e-mail in three seconds or less. If the subject line is too long to fit in the standard window, the likelihood that the recipient will open the e-mail is low.

• Design an urgent message. Give the recipient a reason to open the e-mail immediately. For example, let them know of a limited time offer, such as a monthly special. Of all types of subject lines, discount offers increase the likelihood of opening an e-mail marketing campaign by 60 percent, according to the most recent DoubleClick Consumer E-mail Study.

• Brand the subject line. Be consistent in your subject lines so that recipients become familiar with your communications. Perhaps give your e-mail correspondences a title such as "My Shop's Monthly Specials." The more your customers recognize the e-mail, the more likely it is that they will open it.

  Never mislead your customers with your subject line. Overstating your offer is a bad idea. If your subject line sounds too good to be true, recipients are likely to hit the "delete" key. You must be honest and straightforward in your subject lines.

• Don't use all capital letters. Many e-mail programs that incorporate bulk mail technology filter subject lines written in all caps. Writing in all caps also signifies "shouting" in e-mail etiquette.

Bottom line, be sure to proofread your subject line before you hit the "send" button. Misspelled words and incorrect grammar can lessen your credibility. Make sure someone else reads your subject line before sending the e-mail.

ASA Web Ways

Subscribe to ASA's Action Network

As the new legislative session begins this month, ASA wants to ensure that its members are kept up to date on legislative initiatives directly impacting the automotive repair industry on both federal and state levels. ASA's Action Network notifies subscribers by e-mail when involvement is needed to address a particular legislative issue in their area. When action is necessary, an e-mail is sent describing pending legislation with information on how to contact elected officials immediately. A link to subscribe to the Action Network is located on every page of ASA's legislative Web site, www.TakingTheHill.com. A subscription to the network is free of charge.

Hot Sites

Understanding Internet Spam
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FTC Spam Site: www.ftc.gov/spam
Spam Laws: www.spamlaws.com

Net Worth is written by Colby Horton, ASA's electronic communications manager. He can be reached at (800) 272-7467, ext. 234, or by e-mail at colbyh@asashop.org.

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