Account Director

14 October 2008
Make your Email campaigns make it into the inbox and more importantly, convert! Here are a few tips to make your emails really work...

Email campaigns aren’t too dissimilar to offline direct mail campaigns and the same theories such as the better the quality of the creative, data/email lists the higher the response and conversions you’re likely to receive.

It’s one thing creating a nice looking email creative; however, it’s another getting your email into the inbox of the recipients. There are numerous variable involved in creating successful email campaigns, but with our help not only could you increase the deliverability, open rates and click through rates but conversions too.

Here are a few simple tips to help when creating your email marketing campaigns in-house:

1) Treat your emails as a conversation not a billboard; think of it as if you were standing next to that customer. Don't let the online medium get in the way.

2) Just because it works in a brochure doesn’t mean that it will work online as sometimes promotional material that works offline can seem too pushy online. Spend time not only thinking about what it is you want to say (or sell) online but what will be most useful for your customers and prospects to read about.

3) Think about the 'action' you want your email to provoke - a sales enquiry, a brochure enquiry? Thinking carefully about the actions you want can both help you create better creative solutions and better text i.e. do you want them to visit a specific web page, pick up the phone, send you an email...? Most importantly don’t dilute your message by trying to include too many “actions”.

4) Make the most of the “From” and “subject line” space within your email. The “From” line can carry additional information and, if you aren’t careful, sometimes just carrying a name can be counter-productive as the user may not recognise it.

5) Make sure that all stages on the journey are 'on brand'. Automated order confirmation messages and error messages are often written in technical and off-putting language that has never been reviewed by the marketing team.

With the every changing email clients there is a lot to keep on top of when it comes to website deliverability; however, we can help. If your email campaigns aren't converting, or more worryingly aren't getting in front of your customers then give us a call and we can help!