|
By Ryan Buchanan
Here are some other issues to think about:
• Is your HTML formatted for all email programs? Does your email marketing platform automatically create other versions for you, or do you need to manually create versions of HTML for AOL, Lotus Notes, MSN, GoogleMail (GMAIL), Outlook and Entourage?
• Where do your HTML elements live? Are your elements hosted in your email platform or do you need to create full paths to an internal server that the email client will call back to?
• How much “flash” do you need in an email? Bells and whistles might be important if you are a media or gaming property, but simple HTML always drive the best results. It also limits the possible errors or presentation problems some email clients support.
Offer: Things must be placed in a logical order. Having the email lead off with a value proposition or “grabber” is a great way to start out. Sidebars can be reserved for relative information and reference. You want to leave the main portion of the document to the most important attribute. If you are sending out a newsletter, let the widest, main column be reserved for the information you want to give your recipients. Let a subsidiary column present other items you would like your audience to consider. These could be a survey, access to a whitepaper, a list of sponsors, etc.
Some key questions here:
• Is your offer targeted to this list?
• Is it compelling and clearly positioned?
• Is it actionable or does it require additional information to make the decision to move forward?
• Have they received this offer before? How did they react? Have other lists received this or a similar offer? Is it the same as an offer that already is on your site?
Call to action—hyperlinks, buttons: What do you want your customer to do? Making a customer search for the next step is a serious pitfall marketers often overlook. Show the email to a coworker or colleague and see if they can identify what you want the email recipient to do. Sometimes it is difficult to see the forest for the trees.
You have only a moment to gain your recipient’s attention. Utilize every part of your email to provide the most concise and clear method for your clients to take the action you want them to take. This consistent through all actions: something related to brand awareness, purchasing, opting-in to further emails, or registering. The important thing is to make it clear.
A key decision is what your action should look like. The three main choices are text, a button or creative HTML.
As we noted in part-one of our series, Email marketing is one of the most important marketing practices that small businesses can utilize today. Following these simple steps can help you achieve greater success in your email marketing efforts and see better returns. Good luck!
|
