Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
Email Marketing
Back to Basics: 5 Fundamentals for Building Successful Emails
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Becky Repka

Email marketers are in a never-ending quest to send emails that make an impact and generate responses. They tirelessly craft the perfect message and fine tune strategies for breaking through inbox clutter. Then they scrutinize results for hints of what to do better in the next round. However, no matter how much is learned in tweaking and testing, email marketers are always well-served by remembering the basics. It is in fact, when these are overlooked or forgotten, that email marketers get in trouble.

These tried and true basics, used as the foundation for any campaign, can help boost the success of any email:

• Focus on the Call to Action – Start by identifying your purpose for sending the email and define the message you want to convey. Then, most importantly, determine what you want your subscribers to do as a result of reading your email. Carry this thread throughout the rest of your campaign – from subject line to email design and the landing page. Make it as easy as possible for your recipients to get the message and keep the call to action simple, prominent and near the top of your message.

• Craft your Subject Line Thoughtfully – Subject lines are still the most important factor in getting your message opened and read. Make sure the context and benefit of your message is clearly communicated, and that it matches the content of the email. The main benefit should be front-loaded, within the first 30 characters, so the message comes across in various email clients or mobile devices that truncate subject lines. Don’t forget the ‘From’ address, it should also be recognizable and branded with the sender’s name.

• Design for the Preview Pane/Mobile Devices – The majority of email users view messages in a preview pane or on a mobile device. This means that there is a very small space to communicate your primary message elements – the brand, benefit and call to action. You need to establish rapport with the reader, entice them to open it, read further and act in a small space. These elements should be clearly positioned and not buried under unnecessary graphics. The configuration of the user’s preview pane can be it horizontal or vertical, but either way, the one space that will always show is the upper left corner. This is the prime real estate. Most email users read in an "F" pattern. That means down the left rail, and twice across the top. Leverage this pattern space to identify yourself (your brand), communicate your message (benefit) and lead them to interact (call to action).

| 1 | 2 | Next page »
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2018-2020 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Browse Abandonment & Cart Abandonment Driven By: Hosted By:   Design By:
Browse Abandonment
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.