101 E-Mail Marketing
Tricks of getting your message into your customer's inbox
By Louise Rijk
Special to the Worcester Business Journal
Here on some basic guidelines if you're considering using e-mail as a marketing tool.
Marketing Foundation. Before deciding on the messaging and the content of the email marketing campaign, we recommend developing a marketing foundation, which provides direction for the campaign messaging, visual design and copywriting. The marketing foundation typically includes the following: campaign goals, marketing goals, target devices, geographic focus, call-to-action and unique selling proposition.
Branding. Plan the email newsletter to look like the Web site with the same design, banner and logo.
Copy & Messaging. In an environment where people quickly scan their e-mail boxes looking for a reason to delete e-mail messages, your e-mail must be relevant to their interest.
Template Design & HTML Coding. Most e-mail clients disable images by default, so it is important to design e-mail messages with image blocking in mind. We also recommend placing the most compelling message in the upper left corner in text, if possible, providing a link to an alternate HTML version and using basic HTML. Avoid CSS style sheets because they are not used by everyone.
Subject Line. The most important factors that influence whether someone will open an e-mail message is the subject line and the âfromâ address. Subject lines must be eye-catching, informative and brief. Keep the subject line to 70 characters or fewer (35 characters works the best). See what spammers are using for subject lines and message content, then steer clear of these in your own copy and subject lines.
Louise Rijk is the vice president of sales and marketing at Advanced Media Productions in Natick.
WBJ Web Partners
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