A Crash Course in Getting Better Results From Your E-Mail Marketing

Staying on top of design and technology trends in the world of e-mail marketing is an ongoing effort because the rules are ever-changing. Here are 10 best practices that will help you improve the success of your e-mail marketing initiatives:



1

Make Sure You're a Welcome

Visitor.

There's nothing, absolutely nothing, that is more important when it comes to e-marketing than having a clean, permission-based list. It's difficult to achieve results when you're an uninvited guest in someone's In box.



2

Keep Subject Lines Simple.

The best e-mail subject lines are short and descriptive and provide the reader with a reason to explore your message further. Tell the reader what is inside; don't sell him what is inside.



3

Avoid This Word.

You know the word that rhymes with "tree" but means you get something for nothing? This word can potentially trigger a spam filter and can reduce your e-mail open rates. Don't use it.



4

Keep HTML Formatted

Messages as Simple as Possible.

The more drama you pack into an HTML message - images, graphics, sound or video - the more likely something won't work on your recipients' computers.



5

Design for 'Images Blocked.'

Never assume recipients will be able to view your images. In fact, design as if they won't by using clever, enticing ALT-text tags to convey your message. You may even end up motivating the recipient to enable the images because he will be so intrigued.



6

Eliminate Any Guesswork.

If you offer a text version of your message (and by all means you should), make sure the content includes links to all of your core functions and tasks. Don't force readers to click to the web version of your newsletter to receive its benefits or manage their subscriptions.



7

Load Up on Relevant Links.

If your goal is to drive readers to your web site, give them several access points. Sprinkle two or three order buttons around a promo message instead of just one, or add links to related information on your site. No doubt you have a wealth of information on your site; make it easy for your readers to find it.



8

Lose the Generic Action Button.

Instead of "click here," use descriptive terms such as "Order now!" or "Subscribe me!" or "Get white paper here." Be explicit about the actions you want users to take.



9

Help Readers Manage Your

Information.

Include a forward-to-a-friend link in messages where appropriate and a print option that links to a printer-friendly version of an HTML message. Label those functions, either with icons or brief text.



10

Don't Forget to Do a Test.

It sounds really elementary, but you'd be surprised how many people forget this step and how messy it can get.



This article was made available by the Pomerantz Agency (www.pomagency.com). The agency can be reached at 410-216-9447, ext. 102.