How to Start an E-Mail Marketing Campaign Part 2 of 3
In the previous article we discussed getting your email campaign started, with the following steps: Analyzing the goal of your email campaign, building your own email list, and understanding and adhering to all relevant legislation. In this article we will discuss the basics in creating the content of your email.
Writing the content of an email campaign can be a bit tricky. You want to engage the reader into your message and do so quickly, before you lose your reader. The first step to pulling in readers is designing a proper subject line for your potential email.
Subject lines are the first thing a email recipient sees, and sadly in many cases, it will be the last. The majority of most emails sent to individuals for commercial purposes are never opened. This reason alone is why creating a captivating and intriguing subject line is of the utmost importance. The following are a few tips to help you form your perfect subject line:
- Keep it short and direct, the quicker the read, the better.
- Stress the benefits of our product / service. Show benefits not features. Readers refer to how the benefits affect them, a list of features are intuitive and easily disconnect readers.
- Ask a question, to get the reader thinking.
- Be personal – Speaking to your readers on a personal level is great way of warming them up to your message.
- Use current events or holidays to connect with readers
- Do not use spam words, catchy "selling" words like "free" "buy now" can turn off normally receptive readers.
- Know your audience, by targeting specific groups you can tailor messages specifically to attract their attention.
Now that you have created an amazing subject line, which your readers will gladly click on, they must be greeted by an equally amazing message.
Whatever the message may be there are a few guidelines that you should always follow. The old saying of KISS (Keep It Simple, Silly) is the best way to go. Your email should be short, concise, and direct. Try to stay under 1,000 words, anything longer and people will lose interest. You want them to read this email quickly, pull away information just as quickly, and remember who sent them that information.
Within the main body of the email, it is always a good idea to hyperlink to different areas of your website. If you are highlighting specific programs or even areas of your websites, making hyperlinks is a great way of directing customers to your website. Making information quick and easy to access is the best way to increase customer awareness, which could very well lead to more business for your organization.
With the article written, hyperlinks connected, and subject line ready to draw in readers, you are almost done completely designing your email.
Designing the layout of your email should always follow the creation of the content. Remember that the layout is to compliment the content, not the other way around. The layout should have an overall resemblance to your current website. This allows for readers to make a connection to your brand image and thenly your company. Continuous themes in designs allow a reader to subconsciously know that they are reading an email from your company. In the same way, that a person who sees a blue oval on a car thinks it is a Ford, and a person viewing a red beverage soda can automatically think Coke, your email should remind readers of your overall brand image.
Lastly, graphics in emails are a good way to capture readers attention, however many email programs do not let graphics in. Images are often blocked by email programs to prevent the spread of malicious software. Images are great ways of completing your original message. However if your message can not stand on its own two feet, without the images, you may want to rethink your approach. Images as well as layouts should always be second to the content.
Following these simple procedures will result in having a very well rounded and simple message that is sure to be well received by your audience. In the next article we will cover the do's and don'ts of sending email campaigns.
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