Email Marketing Campaigns - Creating the Ads
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You could have all the email addresses in the world and still face a failing online marketing campaign. In email advertising, it’s not the always the quantity of people you reach but the quality of the ads you send out. You already know how easy it is to delete those unknown emails in your box. Now it's time to find out what it takes to create an emailed ad that’s not so easy to dismiss.
In email marketing, it’s not so much about what you do but what you should absolutely not do. The trick to a successful online campaign is easy to understand but difficult to master: you want your ads to look like anything but ads, at least at first.
As an email user, you pretty much know the drill: you open up your inbox and quickly scan down the list of bold items, checking names and subject lines. The mails that don’t appeal to you, relate to you or mean anything to you get deleted. A click of the mouse and they’re gone. How can you avoid facing this scenario when you want people to read the mails you send out? The answer is, of course, the subject line.
Don’t use money signs ($), the word money or offer some sort of payment of any kind -- even if you are literally giving it away. People generally relate these offers to scams and delete them without reading.
Don’t fill the subject line with random characters and punctuation. Not only does this look cluttered and unprofessional, it’s far too overt.
Don’t depend on catchy one-liners. Far too many companies do this, and you want to stand out from the crowd.
Don’t included anything sexually suggestive. This is not good for you in a business sense.
Do, however, make your subject line personal and highly compelling. Remember, you want them to be hungry to learn more, but not afraid of doing so. People often delete emails if they think they are advertisements, so make sure yours looks like it is not.
Once you have the perfect, attention-grabbing, trust-inspiring subject line, you’re ready to work on the particulars of your advertisement.
The attention span of Internet users is short. Keep this in mind at all times when working on your ad. Remember also that simple, pleasing designs are best. It’s tempting to spice up your ad with outrageous fonts, multiple colors and tons of photos, but you don’t want to assault the eyes of your potential clients. Make sure the first thing they see when they look at the ad is the most important: your business’s name and what, exactly, you’re offering to them in the ad.
You want the ad to prompt viewers into doing something: visiting the site, buying a product, reading further. Make sure you allow them to continue their experience by including a link or two. If you’re advertising a product or site, have a link taking them directly to a page on the topic. Remember, the ad is just a stepping stone taking customers toward your real goal. Make sure the email you send serves this purpose.
Your Email Marketing Campaign
If you have addresses and the desire to market your business, you have everything you need to establish an email marketing campaign. Make sure that you’re actually offering people something of merit -- advice, information, even coupons. Also, don’t just rely on one ad but send regular ads to your clients to keep them interested in your business. All marketing is always ongoing.
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