Effective email marketing, like all marketing, takes planning. Email is quick to design and implement but it’s still important to take the time to plan your campaign.
You have about 4 seconds and 2 to 4 inches to capture your reader.
Think through what you’re trying to achieve with your message. Make that message prominent and instructions for action clear.
Don’t try to accomplish too much in an email – one message, one goal.
Keep your design clean and uncluttered.
Try to avoid using background colors but if you do, keep them very light, almost transparent.
Avoid images that contain vital content
Use image alt tags with a short phrase that identifies the image – “View of latest catalog”; “Save 50%”; etc.
Add a “View this e-mail as a web page” link at the top of your message. If the html is rendered incorrectly or the reader is receiving a text version of the message they have another easily accessible viewing option. Recent EmailLab studies indicate 4% of email readers click through to view an email as a web page.
Give readers a compelling reason to act – give it to them clearly and right away.
Email addresses and “touches” with customers are valuable. Make sure you don’t come across as a spammer by making each communication noteworthy.
Give readers as many access points as possible.