Email marketing is a fairly straight forward activity, send a marketing message to your customer database then sit back and watch the sales come rolling in! Unfortunately, it is not always that simple. This blog posting highlights some important points to consider.
It is as easy to get things wrong as it is to get things right. The ROI with email marketing has been proven to be the best out of all forms of online marketing, however, this does not come without effort and attention to detail.
Due to the varying nature of email clients, rendering can often be quite different. This is why is it important to test on different platforms.
A different approach should be taken to designing email creative from traditional print based advertising. Most of the time, the goal of the email is to drive the recipient to click through to a website and make a purchase. This should be taken into consideration when designing the message to ensure that it will deliver the best returns. The other key consideration is that the code should be kept very simple and basic, think web design in 1996!
Keep it short. If you overwhelm your subscribers with products and text, they will end up ignoring the entire thing. All the message needs to do is capture their interest and get them to click through to your website.
Finally, if you are looking to get new subscribers on your site, make sure you put your sign up form in a visible place and don’t ask them for their life history!
