Make your e-mail marketing campaign delete-proof

E-mail marketing is the most immediate way to connect with your target audience. Unlike traditional print or direct mail advertising, your e-mail message is instantly received and gives the recipient the opportunity to respond equally as fast. At Cotton & Company, e-blasts have become a powerful tool in the daily effort to market real estate developments around the world. According to Dynamic Graphics magazine, e-mail marketing is ”20 times more cost-effective than direct mail—it can cost as little as fractions of a penny per e-mail and generate initial response within an average of 48 hours.” With that kind of opportunity, you must be certain your message is told as effectively as possible. Keep in mind these key points:

First, it’s important to consider your subject line carefully. You have 40 characters or less to intrigue someone enough to open your e-mail rather than delete it sight unseen. What is the essence of your message? That is what your subject line must convey.

Secondly, make sure your e-mail contains actual text as well as images. Even if you have a beautiful signature shot, know that not all e-mail programs display images equally well; that way, even if your image doesn’t download, at least your message can still be read. Placing your logo at the top of the e-mail ensures that it will be the first thing noticed, even if the e-mail is not read in its entirety. Keep your message brief; don’t make your audience scroll down too far to get to the heart of your message.

Thirdly, include a call-to-action button or link, to direct your customers either to your website or an e-mail address, enabling them to contact you directly. Make the button large and clearly visible. Take advantage of the fact that unlike print, e-mail is a social, interactive way of communicating with your customers. If you include a “Forward to a Friend” link as well, you can potentially increase your audience free of charge.

Lastly, from a design standpoint, let your e-mail be an extension of your brand, with colors, logos and design elements that are consistent with your website, brochure, etc. Your e-mail need not be black type on a white background, but if you do use color, make sure there is enough contrast between the color of your text and your background color, so that key information such as phone numbers and web addresses stand out.

With those key points addressed, how could your target audience not be captivated?