Email Marketing can be highly effective, in fact, permission-based email marketing can give the highest return on investment of any marketing activities.
One of the most important rules of successful Email Marketing is to "Create Great Content":
Email content that is relevant and valuable to readers is vital to ensuring the success of an email marketing campaign. Valuable content is informative and should address the problems and needs of readers. It is important to realise that the reader determines the value of the content, not the publisher.
Successful email campaigns provide value to their readers. This value can vary from campaign to campaign.
Successful email campaigns provide value to their readers. This value can vary from campaign to campaign.
Newsletters can offer:
• humour
• research
• information
• promotions
• exclusive content
• Don’t make use of external or embedded style sheets and avoid unnecessary embedded rows and columns.
• Make use of table nesting as far as possible, as this is generally considered to render the best results with difficult email clients. Email designers tend to make use of tables to design their email layout, using inline styles within these tables. Keep your nesting as simple as possible, for the sake of recipients viewing it within Outlook 2007 or 2010.
• Set a fixed width for your email by specifying the width and spacing of each cell rather than the entire table. When these specifics are not declared, email clients tend to render the email according to their own defaults and can break the design.
• If you are using a block background colour, be sure to include a 100% width table to cover the entire email.
• Keep fonts in your email design larger than 9px. Anything below that becomes difficult to view in some email clients. Also bear in mind that, whilst coloured text (or light-on-dark text) might look visually impressive, it can be difficult to read an entire email and strain your subscribers’ eyes. Rather limit such visual tricks to smaller sections of your email, or to emails that contain less written content.
• Make use of inline CSS - some email clients strip the CSS from the head and body of the email.
• Test your emails in a variety of email clients before you send.
Highly targeted and customisable: Technology allows mass customisation, allowing personalisation across a large list of subscribers - you can customise and segment your databases according to the segments within your target market, ie; Male and Female.
Cost effective.
When used to foster relationships with a customer base, email marketing can go a long way to increasing the lifetime value of that customer.
• humour
• research
• information
• promotions
• exclusive content
General design guidelines
HTML and CSS design principles differ for web and email. Here are a few things to keep in mind when designing your email:• Don’t make use of external or embedded style sheets and avoid unnecessary embedded rows and columns.
• Make use of table nesting as far as possible, as this is generally considered to render the best results with difficult email clients. Email designers tend to make use of tables to design their email layout, using inline styles within these tables. Keep your nesting as simple as possible, for the sake of recipients viewing it within Outlook 2007 or 2010.
• Set a fixed width for your email by specifying the width and spacing of each cell rather than the entire table. When these specifics are not declared, email clients tend to render the email according to their own defaults and can break the design.
• If you are using a block background colour, be sure to include a 100% width table to cover the entire email.
• Keep fonts in your email design larger than 9px. Anything below that becomes difficult to view in some email clients. Also bear in mind that, whilst coloured text (or light-on-dark text) might look visually impressive, it can be difficult to read an entire email and strain your subscribers’ eyes. Rather limit such visual tricks to smaller sections of your email, or to emails that contain less written content.
• Make use of inline CSS - some email clients strip the CSS from the head and body of the email.
• Test your emails in a variety of email clients before you send.
BENEFITS OF EMAIL MARKETING:
However, with the increasing numbers of companies and individuals using email marketing, many consumers are email fatigued. It requires ingenuity, focus and dedication to maintain an email database and consistently deliver useful quality emails that will be read.
Email client compatibility can be reviewed at:
www.sitevista.com/email.asp
Beware too, it does not take much for email to be marked as spam, and it can be difficult to recover from being branded as a spammer by the ISPs.
Make sure your emails are 'friendly' to servers, operating systems and email applications by utilising the following tools:
All emails need to be tested for email client compatibility as well as for any potential spam problems.Email client compatibility can be reviewed at:
www.sitevista.com/email.asp
For email client compatibility, as well as mobile rendering, you can test your
email at:
www.pivotalveracity.com/email-marketing-solution/email-rendering.html
An email’s spam score can be checked at: http://spamassassin.apache.org
email at:
www.pivotalveracity.com/email-marketing-solution/email-rendering.html
An email’s spam score can be checked at: http://spamassassin.apache.org
Once an email has been sent, results need to be analysed to pinpoint areas for growth for the next campaign. Use Google Analytics to track your Emailers through link tracking (appending tracking parameters to a URL in your newsletter).
There is loads more that goes into the tracking and measurement of Email Marketing, I will post on this topic again soon.
Hope you found this helpful!
Love Shan
PS. A handy email tool is www.mailchimp.com
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