A good email marketing campaign design results from several things.The first rule is to keep it simple, but if your email has only a flashy headline and graphics at the opening, but isn’t followed up with valuable content, then your results are likely to be less that you want. People avoid the ‘gimmicky’, so if yours is, you should consider a redesign as outlined below.
Start with a simple newsletter. The Nielson Norman Group reports that the average email newsletter reader spends an average of fifty seconds in review.Unfortunately, a regular email messgae will only hold the average readers attention for 4-5 seconds at best. So, a newsletter is a better choice because it will likely hold your readers attention for ten times as long. This now brings us to the ideal design of the newsletter or email.
What is most important is to establish an email marketing design that will strongly attract attention, but also hold it for an extended period of time. Most consumers only read a small fraction of the emails they get, and most of the ones that are actually opened are only scanned for content. Different people react to different advertising stimula, so you need to be sure to design your copy in a way that targets the kind of audience you are trying to appeal to.
Because most emails are never opened, it is critical that your subject line stand out from the rest to ever have a chance. Most email marketers personalize the subject line, as well as the actual body copy.Present you subject line in a way that cleary suggests something new and unique as a way of solving a key need or issue. Alternative, the subject line may challenge a commonly held belief or notion that your email marketing list target audience may hold. Take a few days to list the subject lines that have compelled you to actually read an incoming email, then analyze them to understand why they worked with you.
The proper use of colors and graphics can also help call your readers attention to key communication elements and messages. At the same time, be sure that the colors do not impact the flow of the narrative in a negative by integrating them smoothly, and that any graphics employed have a clear purpose other than to simply be pretty or attractive. Colors and graphics must be a clear element of the message you are trying to convey.
Additionally, recognizing that you really have only 4-5 seconds to gain the attention of the typical email scanner, you need to present your copy in a way that the key elements and challenges of your message stand out quickly.In addition, you need to present in a way that attracts the attention of the reader very quickly, but also teases or convinces them to read on to get even more good information.
Finally, your email marketing message must convey a clear and compelling call for action from the reader.Be sure to be very clear about the action you want them to take, an insure that they have all the proper information and instructions they will need to do so. For further information on how to successfully employ email marketing, visit Network Online Reviews for a variety of articles and reviews of email marketing products.
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This post was written by plrpro on September 4, 2009
