Page 15 - index
P. 15
BEST PRACTICES & STRATEGIES
Helpful tips for
click-intensive
email campaigns
When creating response-strong Little text Social Media buttons
email campaigns, it is important to
consider a few things, because Express yourself clearly as readers Give the reader the opportunity to
there is more to it today than clean in general do not want to go follow you on Facebook, Twitter,
address data and a correct subject through a vast array of text to un- Google+ and Co. to stay in touch
line: derstand the contents of an email. with you – hence, include social
Structure your email so that it is media share buttons in your cam-
Address data easy to get along. Too much text paign, too. Even if readers are cur-
An email campaign stands and falls can have as a result that all ques- rently not interested in your offer,
with the choice of the address data. tions are answered and this leads they might look at it later and share
This means that a well-maintained to the consequence that no more it on social networks, giving you
database is as important as acquir- action is taken by the reader. valuable multiplier effects.
ing additional addresses for sending Responsive Design Special sign
stand-alone email campaigns.
Approximately 40% of all emails Avoid special sign errors. An incor-
Subject line are looked at on a mobile device rectly encoded text and resulting
The choice of the subject line deter- today. Therefore, it is important that misrepresentation of special char-
mines how many recipients open an the presentation on smartphones acters are probably the most com-
email, so take your time and chose and tablets is as impeccable as on mon faux pas in emails.
it wisely. Subject line tests show the desktop. Make sure that the Uniform presentation of newslet-
that enormous differences in the advertising message is displayed ter and landing page
opening rates can be achieved, prominently on all devices when
while keeping the content itself un- programming your email templates. When creating your newsletter,
changed. Audience make sure that the design of your
newsletter and landing page looks
Incentive Of course, target group selections the same. The customer should not
Reward interactions. Whether sales cost money, but if you already get the feeling that he ended up at
or registering for a newsletter, al- know your audience, it increases the landing page of a completely
ways offer an incentive. This can the conversion of an email cam- different company. Regarding the
be, for example, an instant discount paign, not to mention that you avoid design, follow your corporate de-
on clearance sales or a voucher wastage. sign guidelines. ◊
after a newsletter registration. By Daniela La Marca
Call to action
Tell the customer exactly what you
want from him! If you want newslet-
ter subscribers, for instance, then
tell your customers where to go to
register. In all modesty, there
should not be by any means a lack
of a clear call-to-action in an email
campaign.
Highly visible buttons
Once the interest is awakened, the
reader must be able to clearly see
where he can react. So again, no
false modesty! Add in highly visible
and sufficiently large buttons. It
would be a shame, if responses get
lost because potential buyers don’t
find the key buttons.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Helpful tips for
click-intensive
email campaigns
When creating response-strong Little text Social Media buttons
email campaigns, it is important to
consider a few things, because Express yourself clearly as readers Give the reader the opportunity to
there is more to it today than clean in general do not want to go follow you on Facebook, Twitter,
address data and a correct subject through a vast array of text to un- Google+ and Co. to stay in touch
line: derstand the contents of an email. with you – hence, include social
Structure your email so that it is media share buttons in your cam-
Address data easy to get along. Too much text paign, too. Even if readers are cur-
An email campaign stands and falls can have as a result that all ques- rently not interested in your offer,
with the choice of the address data. tions are answered and this leads they might look at it later and share
This means that a well-maintained to the consequence that no more it on social networks, giving you
database is as important as acquir- action is taken by the reader. valuable multiplier effects.
ing additional addresses for sending Responsive Design Special sign
stand-alone email campaigns.
Approximately 40% of all emails Avoid special sign errors. An incor-
Subject line are looked at on a mobile device rectly encoded text and resulting
The choice of the subject line deter- today. Therefore, it is important that misrepresentation of special char-
mines how many recipients open an the presentation on smartphones acters are probably the most com-
email, so take your time and chose and tablets is as impeccable as on mon faux pas in emails.
it wisely. Subject line tests show the desktop. Make sure that the Uniform presentation of newslet-
that enormous differences in the advertising message is displayed ter and landing page
opening rates can be achieved, prominently on all devices when
while keeping the content itself un- programming your email templates. When creating your newsletter,
changed. Audience make sure that the design of your
newsletter and landing page looks
Incentive Of course, target group selections the same. The customer should not
Reward interactions. Whether sales cost money, but if you already get the feeling that he ended up at
or registering for a newsletter, al- know your audience, it increases the landing page of a completely
ways offer an incentive. This can the conversion of an email cam- different company. Regarding the
be, for example, an instant discount paign, not to mention that you avoid design, follow your corporate de-
on clearance sales or a voucher wastage. sign guidelines. ◊
after a newsletter registration. By Daniela La Marca
Call to action
Tell the customer exactly what you
want from him! If you want newslet-
ter subscribers, for instance, then
tell your customers where to go to
register. In all modesty, there
should not be by any means a lack
of a clear call-to-action in an email
campaign.
Highly visible buttons
Once the interest is awakened, the
reader must be able to clearly see
where he can react. So again, no
false modesty! Add in highly visible
and sufficiently large buttons. It
would be a shame, if responses get
lost because potential buyers don’t
find the key buttons.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
