Effective Email Marketing Campaigns

Email marketing is sometimes viewed as being a form of online marketing that is best avoided, however, with good list rationalisation and management, effective design, and compelling content it can prove to be a highly effective addition to your online marketing mix.

The Design

The design of your newsletter, like many components of your business presence, should be branded to match your website, company stationery, and your logo. It should also be crisp and clean with each of the constituent parts of the email clearly defined and labelled. If you intend to offer third party advertising or paid ads then areas for these should be built into the newsletter design. Good design created before you publish your newsletter will save you time and make the process simpler in the long run.

The Content

Every inch of content within an email serves a purpose. From the vitally important subject line that should grab attention to the Call To Action, concise text, good looking graphics, and even video or Flash graphics should be added to make the email as appealing and informative or informational as possible.

The List

When it comes to ethical email advertising, the greatest importance should be placed on your list. Your list will contain details of anybody that has directly or indirectly opted in to receive your emails. Whether you buy, rent, or build your own list you should ensure it is regularly rationalised to remove anybody that wishes to unsubscribe while including any new readers.

The Close

The CTA, or Call To Action, is the section of the email that all other sections are leading towards. The subject line encourages readers to open the email and sets up the content. The content itself promotes or advertises the product or service while giving its main benefits and the CTA (which may be a link to the purchase page or to find out more information) is the section that will ultimately determine the overall effectiveness of your campaign