EFFECTIVE EMAIL CAMPAIGNS
WHY IS EMAIL A GOOD MARKETING TOOL
Email can be a very effective marketing tool when used correctly. Sending an email
is free, and they reach their recipients for a lot less money than a typical print
campaign. Read on for tips on how to maximise the return on your email marketing
techniques.
USE A HOOK
Targeted email should have a reason for being sent otherwise it is better not to
send them. Sending unneccessary email will ultimately alienate the target audience
resulting in requests to be removed from the list. The hook should be clearly presented
in the first two or three sentences which helps the recipient understand the point
of the email and whether they wish to continue reading.
The hook should be clearly supported in the body of the email. If you are having
a sale on a product then mention this in the email however do not mention every
product that is discounted, we scan over emails and the point will soon become lost.
THE IMPORTANT THINGS
Clearly state the most important messages as near to the beginning of the email
as possible. When the email recipients read the contents they will typically read
the first one or two lines to determine whether they should spend further time reading
the email. If they continue to read the email they will scan over the rest of the
content and will pay less attention to whats written the more that they read.
THE TONE OF THE EMAIL
The idea behind emails used for marketing purposes is to generate business. It is
important to use a tone that will engage your audience, just like when writing content
for a website if the copy doesn't resonate with it's intended audience the email
will end up in the recycle bin. The content should not be too familiar or too formal
and the tone of the email will depend on the content within the email.
UNSUBSCRIBE
At the foot of any marketing email should be an option to unsubscribe from future
mailings. Sending excessive amounts of mail is a sure fire way to alienate the recipients,
sometimes you may not offer the services that the recipient requires so always make
sure that the unsubscribe link is clearly presented.
THE MOST IMPORTANT ASPECTS OF MARKETING EMAIL
Using the following tips can help to increase the return on marketing emails, the
format of the email, the subject and the first one or two lines are really important
for successful penetration.
If the subject doesn't convey the point of the email then chances are the email
will be deleted. Ensure that the subject line relevant and informative enough for
the reipient to warrent opening it.
The first one or two lines should clearly present the point of the email and what
content is set to follow. A poorly written first line will ultimately cause the
email to find its way into the recycle bin.
Study's have found that a two column format will ensure maximum return. The reasoning
behind this is screen resolution. Different users will use different resolutions
to meet their needs therefore a two column format will allow for more content to
be displayed before the inevitable window scroll. Keeping the content short and
simple while getting to the point as quickly as possible will ensure that you engage
the target audience. The pages on the website should have a call to action and the
email is no different. If the aim is to direct the email recipient to the website
then tell them, Internet users typically have short attention spans. Compelling
reasons to buy products and services or visit the website should presented clearly
and effectively.
For more information regarding email marketing services including the design of
HTML emails please
contact us via our electronic contact form or on 08456
43 92 43. For
a free no obligation quotation please complete our web design quote form.