Fundamentals Of E-mail marketing.


Certain fundamentals need to be put together in order to make an outstanding marketing campaign especially if you are marketing through electronic media like E-mail or social media.

Engagement is one of them especially if you are under pressure to drive leads, traffic and sales.

Below is a list of email marketing fundamentals.

Make your call-to-action copy interesting

Use resonating benefit-based content in your call-to-action buttons. Generic words like “Download,” “Submit” and “Click here” are less likely to generate any meaningful lift. Instead, use copy like “Join the Fun” or “Enjoy the Benefits Now.”

Accuracy breeds personalization

Personalization is great, but starting your emails with “Dear [Recipient Name]” can backfire if your email subscriber database isn’t accurate. Consider just using “Hi” and skipping the contact’s name unless you’re 100 percent certain that your contact names are accurate and formatted correctly. There’s no bigger turnoff than an email that starts with a mistyped name like “Dear wallacemaryl.”

Create a responsive, easy-to-read layout

Design your emails so that they are easy to read in any environment: mobile, desktop or tablet. Use large fonts in a one-column layout to increase legibility. Litmus goes as far as to recommend limiting email width to 550px.

Be careful with colors

Color helps draw the eye where you want it, but that doesn’t mean you should use five different competing colors throughout your email to highlight the various sections. Nor does it mean that a specific color will increase conversions if added to a call-to-action button. Instead, use a single bright color that is part of the email’s color palette to make the call-to-action “pop.”

Be concise with copy

Don’t overload your emails with endless walls of text. Given the average read time for an email is 11 seconds, you’ll lose your reader if you overload them with copy. Instead, create short, concise emails that whet the appetite of the reader and focus on one topic. Include all the details on the landing page that the reader will see after they click.

Focus on benefits

Features and functions don’t engage. Benefits do. Stuff your email with the amazing benefits that can be realized by using your widget instead of the boring features and functions. Craft the message so it directly impacts the prospect to encourage engagement and action.

Consider your call-to-action placement

Call-to-action buttons belong above the fold — not hanging out all alone at the bottom. Don’t be afraid to have multiple call-to-action buttons, but ensure that at least one is above the fold.

Should all call-to-action buttons go to one destination, or should the reader have choices? Not too long ago, I would have said one location. But with the increased sophistication of today’s email reader, I’ve seen communications using various target locations outperform a single target location.