Designing an Effective Email

Email marketing: is it in or is it out?

The verdict is still out on this one. As with radio or television, email is a medium we've become numb to. We delete messages in our inbox with barely a glance. Only the most important, legitimate or interesting things are saved and read. 

The same is true of your clients and prospects. And yet, you've sent out those emails, haven't you? You know the ones I'm talking about - the ones with boring, obvious titles; the ones with way too much information that it gets boring; the ones that just stink like spam and look like a cookie cutter of the same email you sent last week on that awful blah template that looks nothing like your cool site. "D'oh!"

If we know all these things, why do we keep doing it? And worse, why do we keep getting bummed when no one opens our emails?

Don't worry, it's easy to fix. 

The rules for creating an effective (read: will get opened) email are simple.

1. Create an Interesting, Relevant Subject. 

          Ask yourself "Would I open this email?" If you wouldn't, why would your clients?

2. Be Branded. 

          Have your business name in the "From" section, have a custom designed and branded base for your message layout (want an awesome host that will help you do this as a part of their services? Try MyEmma or ConstantContact.) 

3. Keep It Simple. 

          Stay on track with the topic of the email. Even if it's a newsletter, don't talk about more than 3 major things in the main body of the email. If you want to share more, host the rest online somewhere and include the "read more" link. Be positive, and don't give too much information - give just enough.

4. Stick to the Rule of 3. 

          No more than 3 paragraphs/sections. Your business name 3 times in the email. 

5. Clear Call to Action.

         Make sure the reader knows what to do next, and when to do it by. Don't hint - be obvious and ask for it.

6. Contact Information

         Make sure it is REALLY clear how to find you online, email you back and to call you if they want to. 

7. Use Real Clients

         In every email, include images (1-4) and make sure that at least one image has a quote FROM THAT CLIENT next to it. 

Keep in mind, using that rule of 3, that you'll want to send any promotion emails at intervals. I recommend sending the first email, and then 4 days later send a variation with the same message, and 3 days later (2 days before the event) send the message again. Consumers usually need to hear/see things in advertising at least 3 times before they will take action on it. 

Using these tips and a strong email base, you're bound to have success with your email marketing. Of course, I'm always available for pre-send tests and critiques. Just contact me for more information.