Q: We are looking at several companies to assist us with eMarketing but would like to see some of LERN's Best Practices in eMarketing or any templates we could utilize.

A: I'm assuming you are looking at email vendors - but please feel free to post a follow up question if you are looking at something more multifaceted and you need a more indepth answer about other aspects of eMarketing.

When it comes to writing great email promotions, we often over-think how clever we need to be. The fact is, the most effective emails are not cutesy or written in flowery language – they’re direct and clear in their objective.

Consumers are more sophisticated than ever when it comes to marketing. Therefore we need to make sure we have targeted lists that we are emailing to – and that what we’re selling is something these prospects will want or need to buy.

The first key is to remember that the first sentence/paragraph is critical to the success of your email. Most email users can see the first sentence without even opening your email. You want to get right to the point, to the meat, to the core of what the news item (course/event) is about. Do not bother with an introduction or history. And do not beat around the bush.

Here’s an example of an effective first paragraph:

LERN's Program Review Helps Boost Revenue, Increase Enrollments

In the 21st Century, competition is greater than ever – therefore, if you want to make your program the most efficient and effective it can be, LERN’s Program Review (hyperlink) is the answer.

Right from the beginning, this email tells the reader that 1) We know you are facing tough competition 2) We can help you address that issue.

Next, you need to use good action verbs in the first sentence and every other sentence (but not the same verb in each sentence.) Some good action verbs include: Discover, create, develop, win, get, build, satisfy, experience and enjoy.

Here’s a great example of using “juicy” action words:

Nine Shift Strategic Planning Seminar

Come experience two days with experts who spend every day on the cutting edge of education. Discover how society is changing as we move from the Industrial Age to the Internet Age. Learn about the implications for repositioning your community or technical college for success in the new century.

Then take home our exclusive 21 action recommendations for strategic planning for community and technical colleges, and participate in the adventure to make our education even more successful in the second decade of the century.

Keep in mind that you should use the second person, or  “you” language. Don’t say “we,” “they” (or “participants.”) Say “you” (You will get …).

The final thing to remember when writing your email promotions is to stress outcomes and results. Make sure the email talks about what will happen after they attend your course or event. Tell your readers what they will “Take home…” “Come away with …”  or “Find out …”

When it comes to email templates, there a few things to keep in mind. You want to make sure you have a simple layout to avoid eye skipping. It's best to have a center orientation. Internet users are now found to be able to ignore the sides of the screen because that's where the "ads" usually are. Make sure you include icons for your social media sites - your current database are the people most likely to follow you in the social media world - and when they do, you get to be a part of a conversation with them.

Lastly, it's recommended that you use a third-party vendor to send html bulk emails. That's the most effective, efficient way to do email marketing.