| Like any campaign or marketing effort, there are | | | | overwhelm your reader. To prevent burn out and |
| certain ways you can maximize your ROI. Follow | | | | ensure the reader can easily access the information s |
| these tips to ensure your email marketing campaign is | | | | he is interested in, follow these guidelines: |
| engaging your audience and providing successful | | | | * Host large bodies of content elsewhere- link to |
| marketing results. | | | | website or blog, PDF attachment |
| PART I: DESIGN | | | | * Limit to essential info- use bullets, summaries, or links |
| The design of your email campaign affects your | | | | to more info elsewhere |
| consumer perception as well as the potential | | | | Structure: Getting people just to open, let alone read |
| engagement from recipients. Some key areas to | | | | your emails can be strongly impacted by the external |
| focus on are: | | | | appearance of your message. Key areas to focus on |
| Theme: The overall look & feel should match your | | | | are: |
| brand image. Any fonts, PMS colors, or graphic | | | | * |
| elements used in your logo or other marketing pieces | | | | * From line: Use a name your audience will recognize. |
| should be carried over into your email design. | | | | For more targeted lists, this could be a personal name. |
| Style: Use images and ample white space to break up | | | | For broad lists use the brand for both the name & |
| copy and make the message easy on the eye. | | | | email address, i.e. "". |
| Images should support content by providing a visual | | | | Subject line: Keep it short and simple, limit to 30-40 |
| representation of your message. If you're using a | | | | characters (including spaces) or 5-8 words. Identify the |
| colored background, be sure the contrast between the | | | | immediate value/benefit of reading the content. Avoid |
| background color & the copy is dramatic enough | | | | "spammy" grammar such as all caps and multiple |
| to provide clear legibility. | | | | punctuation marks. |
| Format: The layout of your email can impact the | | | | Permissions: Always be sure to ask people before |
| comprehension of the over all message. The format | | | | you send them your campaign. This can be done with |
| should be clean, simple, and easy understand. | | | | a sign-up sheet on location or an opt-in on your |
| * Header: You may be inclined to place your logo or an | | | | website. You can also verbally confirm permission. Be |
| event logo at the top of your email, however, some | | | | as specific as possible about the content your reader |
| email clients auto disable images or the reader may be | | | | can expect to receive. It's generally helpful to provide a |
| viewing your message on a smart phone that does | | | | preview or past email. Also provide an unsubscribe |
| not enable images. If you're logo or event title is an | | | | option; this will prevent you from unnecessary |
| image file, it will be lost on these readers. To avoid this | | | | aggravation should a reader no longer wish to receive |
| problem, write your message title and business name | | | | your emails, as well as show your respect for privacy. |
| in text at the top. | | | | PART III: ANALYTICS/TOOLS |
| * Body: Using a side bar menu or too many additional | | | | Whether your using your own service provider or a |
| links will clutter your message and confuse your | | | | marketing agency to develop your campaigns, |
| reader about the call to action. Keep the body of your | | | | reviewing the analytics is an important part of |
| message clean and clear. If you're creating a | | | | measuring success as well as using the information to |
| newsletter, define different articles or events with | | | | grow and improve future campaigns. These are some |
| graphic dividers and bold title fonts. | | | | areas to check regularly to optimize your campaign. |
| * Footer: This is a good place for your logo image as | | | | Bounce Rates: A bounce rate is the immediate return |
| well as contact, subscriber info, and disclaimer. | | | | of your email. There are two types of bounces which |
| PART II: CONTENT | | | | can occur. The first is a hard bounce which indicates a |
| The most important goal of your campaign content is | | | | permanent error with the email address, i.e. a spelling |
| to create a message your target audience wants to | | | | error or deleted address. If the address no longer |
| read about. Your message should be worth saving | | | | exists, the contact is most likely no longer there. This |
| and or sharing with others. Follow these steps in order | | | | provides an opportunity for you to create a new |
| to create clear & valuable content. | | | | contact with that company as well as find the old |
| Determine the Objective: In general there are 3 types | | | | contact and acquire business with his/her new |
| of objectives with email marketing- | | | | company. Alternatively, a soft bounce is a temporary |
| * Promote: motivate purchases or increase event | | | | server issue, i.e. recipients inbox is full or the message |
| attendance | | | | was identified as spam & blocked. Generally if the |
| * Inform: increase awareness among potential or | | | | email is re-sent at a later time the message will get |
| current customers or for differentiating your brand | | | | through. |
| among competitors | | | | Open Rates: Open rates track the interaction with |
| * Relate: build relationships, loyalty, & referrals | | | | your email, not the delivery. It's tracked by two codes |
| Determine the Form: Again, there are 3 types of forms | | | | hidden in your email. One is placed in the body, the |
| used in email marketing and each has it's own | | | | other is in the embedded image you might have (i.e. |
| frequency, content focus, and call to action. | | | | logo). A key note here is if images are not enabled by |
| * Newsletters: Regular intervals (weekly/monthly), | | | | the user- whether the function has been turned off by |
| education info provided in bullets or summary, soft | | | | the email provider or the reader is viewing the email on |
| CTA (learn/read more). | | | | a text only phone- the email will be marked as |
| * Promotions/Invites/Surveys: Frequency follows sales | | | | unopened. |
| cycle, limited & direct content, hard CTA (call/sign | | | | Click-Through Rates: Click through rates identify how |
| up now) | | | | many people have clicked a link provided in your email |
| * Announcements: Event driven, news, holiday, or thank | | | | and arrived at the designated page. You can use this |
| you oriented, soft CTA. | | | | information to determine which article or topics are of |
| Valuable Content: The key to a successful campaign | | | | the greatest interest and which you may want to |
| ultimately lies in how worthwhile the content is to the | | | | eliminate in the future. You can also create a list of |
| audience. Be sure the immediate benefit is clearly | | | | contacts interested in a particular topic, so that you |
| defined for your reader. Some ideas for valuable | | | | can direct future emails on that subject toward them in |
| content include: | | | | the future. |
| * Knowledge: Sharing your expertise, use facts & | | | | Function Scan: This is a great preventative tool to use |
| testimonials, give guidance & direction | | | | before you send out your campaign. It scans your |
| * Advantage: Discounts & coupons, exclusivity or | | | | message to test for link and image functionality, as well |
| VIP status, contests & giveaways | | | | as evaluate your subject & content for |
| * Attention: Acknowledge and response to audience | | | | "spam-like" properties, so you can prevent errors |
| Keep it Concise: This goes along with ease on the | | | | which may deteriorate your message. |
| eye- Presenting too much information at once will | | | | Good luck, and happy email marketing! |