E-mail marketing. With the right touches of finesse, it can be incredibly effective. You can’t just send out a group of words to a list of people and expect societal interest in your company to shoot through the roof. As with all digital marketing pieces, you have to carefully select your message, tailor it to an audience you’ve hand picked, and then time the delivery perfectly to get the best open and click-through rates. There are lots of little details to e-mail marketing right, but none of them mean anything if you haven’t done the four things below first.
E-mail Marketing Travels Well.
People get their e-mail virtually everywhere: on their smartphones, tablets, laptops… the list goes on. Responsive design is picking up speed, so you’ve probably already noticed marketing efforts are beginning to tailor themselves to different sized screens. Similarly, you should check to make sure your e-mail is going to render well in all the major e-mail clients out there. Each client will display the e-mail a little differently, and you don’t want to lose potential business because your e-mail looks broken. Your clients will think “G’z, how hard is to send an e-mail? If they can’t even do that right, what does that say about the rest of their business?”
Most e-mail software programs have a test you can run to see how your message will look under the different circumstances. Here are the office we use Campaign Monitor, but some of the other reputable programs include Constant Contact, MailChimp and Active Campaign. (more…)