Email marketing proves to be an excellent communication tool for its ability to accurately measure performance and ROI, at the best value price. The following 10 rules for a communication with guaranteed returns, are by Lars Woessner, CEO of eCircle in Italy.
Message Subject
The subject of the message is essential, since it depends on its appeal whether to open or not an e-mail. The object must be brief, focused on the user benefits and able to call him to action.
Creativity
Creativity plays a primary role to make an impression on readers. With HTML you can create compelling messages that include images and links. It is important to resume graphics company website to increase the level of brand awareness, and use images that are consistent with the content.
Text version
More and more users access email via mobile devices, where HTML messages are not displayed. It is very important that every message is always supported by a text version.
Layout
The most simple are the most effective. Always use clear and linear layout to make the message readable by all email clients, avoid putting too many images, tables, rows, columns or fragmented sections.
Logo and call-to-action
Place the logo in a dominant position so that is immediately visible at the opening of the message. Do not forget to include a call-to-action that encourages users to replay, offering them multiple opportunities to contact you (website, email, phone, etc.)..
Spam
It is important to take some simple tactics to make sure that the message is delivered successfully without ending up in the spam box. Do not use bright colors (pink and red in particular), unusual sources, 'spammy words', too many exclamation points or question marks and capital letters. It is also essential to ensure that the HTML is correct.
Profiling
Analyze the information contained in user profiles (demographic, geographic, behavioral) to send them relevant info.
Personalization
It is the key to securing greater returns in terms of performance. Newsletter and personalized email are the trump card to attract the attention of recipients. The type of offer will always consider customers' preferences to be effective (discounts or voucher, mono or multi-thematic messages, special offers.
When and how often
Day, time and frequency vary widely depending on the destination and products that you want to promote. In general, Tuesday, Wednesday and Thursday are the days selected by the marketing to send newsletters and email campaigns. It is always very important to find the right balance in the frequency of your communication.
Performance analysis
After transmission it is crucial to analyze the behavior of users based on openings, clicks and purchases. Thanks to these valuable information you can optimize your email marketing strategy and implement activities arising cross-sell and up-selling.