Running An Email Campaign
Email campaigns are increasingly becoming a key part of our business - indeed, email marketing is rapidly becoming the broadcast method of choice for large-scale direct marketing campaigns. As such we felt it was important to concentrate on some of the key issues that need to be addressed in order to create a successful email campaign.
Guide to creating an e-mail campaign
Subject line:
When a potential client receives your email in their 'in-box' you have around just a few seconds to make an impact - that's it.
In those few seconds the recipient makes a decision to open the email then, open it later or delete it immediately. That's why it's extremely important to be explicit and as appealing as to the subject matter of your email as you can.
Being cryptic or mysterious may cause suspicion and your email may be deleted immediately - we've all received junk mail that we've trashed immediately because of the subject line. Don't let that happen to your campaign.
It's also worth bearing in mind that the space most in-box default settings allow for subject lines is limited, so make your subject line succinct and get as much of your 'hook' into the first 30 characters as possible.
HTML (.htm):
Your email creative may look like a web page, but it doesn't mean it acts like one. You need to bear in mind certain tips and techniques that make your HTML email more chance of making it through firewalls and spam filters allowing it to arrive in your (potential) customer's inbox still looking as it was intended to look.
DON'T use:
- Javascript, Flash, Java, Active X or other plug-ins
- Frames
- Image mapping
- External style sheets
- Complicated layouts
- Background images (unless you really, really need them)
- Images for text content
- Forms embedded in your document (link to them instead)
DO:
- Make sure your branding and contact details are displayed 'above the fold'
- Use images sparingly
- Use a dedicated HTML editor
- Use tables to anchor text within your email
- Specify any references to images as absolute URLS
- Link to forms
- Specify an 'alt' text tag for all your images
- Specify height and width for image tags especially small ones
- Use table or cell background
- Use inline CSS
Plain text (.txt):
Some recipient servers still refuse to accept HTML emails so it's always best to include a text version of your HTML. Your recipient will only get one version so you don't need to worry about repetition.
Using a text editor such as Notepad you can easily create a plain text file. While there is no fancy formatting included, with creative use of characters such as asterisks, hyphens and underlining you can make emphasises and with a bit of practice even construct basic images (although these can be a bit naff sometimes!). Our advice is - keep it simple.
Attachments:
It isn't practical to send a PDF or similar attachments along with every email - link from your email to the document on your server instead
Tips on copy
- People have short attention spans when it comes to email - make sure your copy counts. Write your email so that it can be scanned quickly for the essential message and make sure you deliver your message at least three times, preferably with a different creative spin each time.
- Give your email a strong headline. DM lore states one third of your copy should be a headline. Think like a tabloid newspaper.
- Every email should be a call to action - you want your communication to continue beyond just reading the email into checking your website, calling you and - you hope - making a sale. You need to make it clear what you expect the customer to do next.
- Don't use spam words - chances are you already know what these are. Filtering software is getting increasingly sophisticated and certain words can result in your email simply not being delivered. For a list of likely candidates visit our spam words page.
- Personalising your email can be effective - e.g. addressing the mail to Dear xxxx and using words like "you" and "your" as well as "I" and "we"
- Proof read your email. Obvious, but vital.
Tips of design & formatting
- Keep it simple. Don't overuse graphics - there is a great deal of evidence to support better responses to text-based emails. Up to 40% of emails are not read because of the simple fact that the consumer has to download the images before they can see the email.
- Use two or three fonts at the most. Five fonts on one page will look like a disaster.
- Use fonts that exist on the web. Common fonts like Arial, Times New Roman, and Verdana exist on most people's computers. If you choose a font you have on your computer but is not in general use, it will be substituted for something else by the recipient's computer and your impact may be lost, as well as your formatting ruined.
- Make sure your links and content are easy to read and properly spaced; consider the value of formatting/organising the copy.
- Use bullets where appropriate.
- Don't overuse bold, italic, and underlining formatting: written and organised well, your copy can convey the same message without having to use these features
- Research other companies' creative, especially in your field.
- Design for your target consumer. For example - don't use serif scroll-like fonts and chintzy design to promote a mobile phone aimed at eighteen to twenty-four year olds. Use modern fonts and clean lines.
Handling replies
Because we are the email broadcaster, we have to show that the email came from us and so emails sent from us cannot reply to you with the reply button. We also need to be able to monitor automated replies, bounce-backs and opt-outs so that we can achieve the target sends.
However, we advise giving as many opportunities for reply as possible both in your email and on your website:
- put in an email address link (mailto:
\n example@example.com
)
- link to the contact page on your website
- include phone and fax numbers.
We can track the number of people that open your email or click on your links BUT we can't tell you who they are. Part of your email campaign should include generating a response to your clients and collecting their details.
If there are terms in this document you do not understand please refer to our glossary or to your web designer. If you have created your campaign already, then read about what we need from you. |
