Anthony Vaughn, October 1, 2012
In these days of competition between businesses, marketing is an essential tool to helping your business survive and prosper. A marketing email is particularly effective as it can thousands of potential customers at the same time. However, designing a marketing email can be a delicate process as there are lots of different factors to consider. Here are few top tips on how to design a marketing email that will grab the attention of everyone who reads it.
First of all, it is important to think about the tone of the email. Some businesses like to take a fun and friendly approach, while others like to be more formal and professional in the way they interact with their customers. In this case there is no right or wrong answer, but it is a good idea to consider the type of people that you are trying to attract with your email and what is most likely to appeal to them.
Try to keep the email brief and to the point, particularly if it is unsolicited. Most people have a short attention span and find it difficult to digest a lot of information in one go. By including too much information you run the risk that important information may be skipped over and the customer may feel as if their time is being wasted.
All the information should be clearly presented and easy to understand instantly. Make sure the focus of the email is clear and that all the most important information can be understood at a glance. If your potential customer has to work too hard to get to the point of the message there is a good chance that they will simply lose interest.
While large colourful text and fancy images are a good way to grab the attention of certain customers they cannot always be viewed. When designing your marketing email it is also important to include a plain text sample for people who do not view pictures in their email format.
Although your potential customer is probably receiving the email because they subscribed to your newsletter at some point, it is important to feel that their inclusion is optional. You must make sure that it is easy for people to unsubscribe if they wish to do you. a special button for this function should be added to a certain section of the email. Customers who feel hounded and obligated to receive regular emails are less likely to read them and you may find that your message gets redirected to their spam folder.
Finally, it is important to read your email carefully before sending to make sure that all the information is correct and any links you may have embedded work properly. Remember, once the email has been sent there will be no way to retrieve it and this may be your one and only chance to make an impression on your customer. Make sure you check everything over at least twice and consider asking another person to take a quick look at the email as well.