I always thought that content, content, content, was the key to the success of an email campaign. I’m still a believer in that but what is done behind the scenes of the content writer can, in a lot of ways, make or break the promotion. Here’s a short list of do’s when considering the look of your email marketing efforts:
- Keep in mind your company’s look, feel, and brand. All marketing efforts need to be consistent. Whether you’re using direct mail, television advertising, or email newsletters, your brand must stay in tact.
- In most cases, the purpose of your campaign is to drive subscribers to your website, so let’s make them feel like they are on your website when they open your offer or newsletter. By crafting a template to mirror the look of your website, the recipient is, in a sense, on your website. You should include most of the navigation buttons to make it simple for the recipient to dig as deep as they want. You can then track the click activity through the analytic software that GreenMail has available to gauge the temperature of the prospect.
- Break up the copy with images. Column after column of copy can make it hard for a reader to stay engaged. It’s easy to find stock images that can enhance your message as well and give it a more visually inviting look.
- If you’re using landing pages for you CTA’s (calls to action), it makes sense to carry the look through to them as well.
An easy way to remedy your design woes is to work with GreenMail’s designers to craft a custom made template. Remember, your useful content is valuable so let’s not lose them with sub-par design.
Joel Byford, Business Director, GreenMail Inc.