How do you ensure that you hit the mark, rather than just becoming noise in the recipients in-box? There more to say about effective Email than we can fit into a newsletter, but the tips below are a good start.
Objectives
Like all business programs, before you start an email campaign, you must define what you are trying to achieve. Be clear about your objectives and track the campaign effectiveness against these at every stage. Sophisticated and affordable technology now allows you to monitor interest by each click-through so you can target your future mail more accurately.
Actions
Links: if you want to sell products from your Email, make sure that the links on the Email go direct to the product in question. Always include links to your website categories to prompt a site visit, in case no particular item in the Email grabs the recipients attention. Make the email work hard for you.
Delivery: dont send too late on in the afternoon, or too early in the morning, as your message will most likely get lost in the tidal wave of spam. Provide both HTML and plain text versions, some readers prefer the nicer HTML look while others wont be able...
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