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10. Juni 2010 um 07:22 | little.john | In Vertriebs Know-how | 73 Kommentare

Mal wieder eine Checkliste, gefunden bei Mittelstand Direkt. Diesmal zum Thema E-Mail-Betreffzeile. Da dies bei vielen Mailings immer noch ein Schwachpunkt ist, durchaus lesenswert.

1. Kurz und prägnant
Fassen Sie in der Betreffzeile die wichtigste Information der E-Mail kurz und prägnant zusammen. So erkennen Ihre Leser schnell, worum es im eigentlichen Text geht.

2. 50 Zeichen
Je kürzer die Betreffzeile, desto besser wirkt sie. Eine Faustregel: maximal 50 Zeichen für den Betreff.

3. Schlüsselwörter nach vorn
Die wichtigsten Wörter sollten möglichst weit vorn stehen. Verschieben Sie die Wörter in der Betreffzeile so lange, bis Sie Ihr Ziel erreicht haben.

4. Konkret schlägt abstrakt
Vermeiden Sie Aussagen wie “sensationelle Angebote”. Schreiben Sie stattdessen konkret, warum welche Angebote sensationell sind.

5. Regeln brechen
Riskieren Sie einmal einen unerwarteten Betreff. Denn wer sich immer an die Regeln hält, kann die Leser schnell langweilen.

6. Betreffzeile testen
Testen Sie mehrere Betreffzeilen vor dem Hauptversand. Versenden Sie dazu die geplante Überschrift an zunächst zehn Prozent der Empfänger, den Alternativtext an weitere zehn Prozent.

Wenn dieser besser ankommt, versenden Sie diesen auch an die restlichen 80 Prozent der Empfänger. Sie erkennen an der Öffnungsrate, ob eine Betreffzeile erfolgreich ist.

7. Persönliche Ansprache
Verwenden Sie Namen in der Betreffzeile – aber nicht zu häufig. Ansonsten könnte die Wirkung verblassen. Außerdem sollten Sie den Namen nur dann verwenden, wenn es zur E-Mail passt.

8. Segmente bilden
Für eine persönliche Ansprache gibt es mehrere Tricks: Sprechen Sie Frauen zum Beispiel anders an als Männer.

Oder verwenden Sie für süddeutsche Empfänger einen anderen Betreff als für Norddeutsche.

9. Erwartungen erfüllen
Wecken Sie im Betreff keine Erwartungen, die sich nicht in der E-Mail erfüllen. Andernfalls schaden Sie Ihrem guten Ruf als interessanter Absender.

Worauf zu achten ist: irreführende Betreffzeilen sind strafbar!


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