Before getting into the details, there are some uncomfortable facts that those new to HTML web-based email should be aware of. Building an email is not like building a web page for your website. While web browsers continue their onward march towards standards, many email clients have stubbornly stayed put. Some have even gone backwards. In 2007, Microsoft switched the Outlook rendering engine from Internet Explorer to Word. Yes, as in the word processor. Add to this the quirks of the major web-based email clients like Gmail and Hotmail, sprinkle in a little Lotus Notes and you’ll soon realize how different the email game is.
Email marketing campaigns are something that more and more businesses discover and put to use each day. If you are a novice or even an old-time email-marketing expert, we think that you will make great use of our email marketing campaign software. At first, you think about what you want to achieve with the campaign (for example, promoting a new product or service) and then choose to which subscribers you want to send your email campaign to. After that, you work on the details like the design and content to send emails regularly to a select group of customers. Logical? Yes. Effective? Most certainly.
The biggest benefits of well thought out email marketing campaigns are that you can send regular targeted email, you can measure the results and efficiency and you can have complete control of how often and when are the emails sent. If you use an outside vendor such as Salesforce, Constant Contact or SwiftPage to manage your company’s email campaigns, you will be able to also see the results which will help you decide whether or not to continue, which content to include or not and will simply serve as an efficiency measure.
It is important to test your email designs on a regular basis BEFORE sending a mass email campaign to your customers. InteractiveWest typically sends test emails to test accounts we have setup at Gmail, Hotmail, Yahoo, AOL etc. The good news is that after designing and testing a few HTML web-based email campaigns, you will find that order will emerge from the chaos. Many of these pitfalls will become quite predictable and your inbox-friendly designs will take shape with them in mind.
Best Practices for Email Marketing:
- Use Incentives to Increase Open Rates
- Stick to Fewer Than 3 Typefaces
- Keep the Main Message and Call-to-Action Above the Fold
- Keep Your Email 500-650 Pixels Width
- Put Your Logo in the Upper Left-Hand Side of the Email
- Write Compelling Subject Lines
- Use Auto-Responders for Opt-Ins
- Closely Tie Emails to Landing Pages
- Conduct a 5-Second Test
Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you’re golden. If not, keep working. There are a lot of new tools in a marketer’s tool chest that are getting a good amount of attention these days. But don’t forget about old, yet reliable and faithful tools that can still really help you get the most out of your marketing initiatives.
Web Based Email Marketing Benefits:
- Reduced Time & Effort
- Real-Time Messages
- Personalize Messages
- Segment User and Customer Database Information
- More Frequent Communications
- Test Marketing Messages
- Information Spreading
- Reduce Overhead Costs
- Exponentially Better Ability to Track Sales and User Engagement
- Save the Planet with Email Marketing!
Although not the most compliant (or fashionable) medium, the results speak for themselves. Email is and will continue to be one of the most successful and targeted marketing channels to reach both current customers and potential customers.