A solo email ad is pretty straight forward.  You send an email solely about a product or service to an email database.  This can be a highly effective form of advertising and communication.  However, if you don’t structure your message right, your email blast could be a total dud.

Here are some tips to send effective solo email advertisements.

• Send at the Right Time. One way to improve responses to a solo ad is to send it at the right time. If possible, find out when the email subscribers would take time to read the email, and then send it to them at that time. This can be difficult with so many people keeping such different and busy schedules. So, instead of finding the best days to send an email, at least try to avoid the bad days. For example, don’t send solo email ads on public holidays, especially when they create a long weekend, as many people may go on vacation then.
• Use Catchy Subject Lines: Keep the subject lines catchy and to the point. One of the biggest reasons someone will open an email is based upon the subject heading.
• Use HTML Format with Text: The software and applications that people use to read emails have different means of interpretation.  To avoid an email being labeled as spam and to make it easier to read, use emails that are in HTML format with text.  Many companies tend to just use one large image.  Sometimes the image won’t display and sometimes this will cause the email applications to interpret the message as spam.
• Avoid Spam-like Words. Don’t use words that email systems may interpret as spam, such as “You Won!”, “Amazing Deals”, etc.
• Tailor Your Message: Tailor your message to the audience your emailing.  The more you can relate your message to the audience, typically the more receptive and interested the people will be.
• Have a Direct Call to Action. When someone opens a email marketing message, you have very little time to capture their attention.  Thus, make sure you have a call to action that is clearly visible for people to easily engage with your message.  
• Incentivize People to Learn More.  The best way to encourage someone to learn more is to incorporate an incentive.  Highlight essential benefits of your product or service so they want to to click through your link in the email  Examples of incentivizing an email include, offering discounts, extending an exclusive invitation, offering a free trial service, incorporating appealing lucky draws, and much more.
• Keep it Simple: Sometimes companies have so much to say and they try to jam all this information into their solo email advertisement.  Don’t do this. Less is more.  If you put too much info, you could easily overwhelm or distract the reader, which will result in them ignoring your email.  Instead, highlight the essentials and incentivize the reader to click through your link.  You can then include all your other information on the landing page that your email connects to.

Apple Solo Email Example

Below we use Apple as an example of sending effective solo emails.  We’ve related our points above to their email.

• Timing and Subject Headings and Tailored Message: In the United States, Apple has tactfully sent solo email ads targeting recent graduates from high school.  They’ve sent these email blasts typically on the weekend after students graduate from high school, which is usually when they’ve finished celebrating and likely received some graduation money.  Apple has tailored these solo emails’ subject headings directly to students, prompting them to think about purchasing an Apple laptop for their university journey.  
• HTML Format with Text: The image below is a screen shot of an Apple solo email blast.  That solo email blast is in HTML format with text.  In other words, the email blast comprises pictures and written text, so even if the images don’t display, the text will.  This also helps to prevent email applications from labeling it as spam.
• Prominent Call to Action: As you can see in the image below, Apple has a prominent blue button, simply stating “Buy Now”.  This is a great call to action.
• Clear Incentive: As you can see in the image below, Apple has subtly highlighted an incentive: “Buy MacBook Pro at the Apple Online Store and get free shipping.”
• Simple Design and Message: As you can see in the image below, Apple has kept their design and message simple.  They don’t overwhelm the user with a bunch of reasons to purchase the product, such as testimonials, prices, specifications, features, etc.  Instead Apple highlights the essential benefits with a few words and includes a stunning image of the product.  Apple keeps all the other information in their website and uses the solo email to persuade people to click through to learn more.

Any tips or questions about solo email marketing? If so, post below a comment below.

Photo credit for Thumnail and Top Image: SocialMediaOnlineClasses / Foter.com / CC BY-ND

Photo credit: Apple Solo Email