September 8th, 2009

A good email marketing campaign design results from several things.  Keeping it simple is the first and foremost, but if it contains a flashy headline and opening with no real content, you are unlikely to get the results you desire.   People avoid the ‘gimmicky’, so if yours is, you should consider a redesign as outlined below.

Start with a simple newsletter.A survey conducted by the Nielson Norman Group has shown that the typical reader of email newsletters will spend 50 seconds on average in review.Unfortunately, a regular email messgae will only hold the average readers attention for 4-5 seconds at best.   So, a newsletter is a better choice because it will likely hold your readers attention for ten times as long. This now brings us to the ideal design of the newsletter or email.

What is most important is to establish an email marketing design that will strongly attract attention, but also hold it for an extended period of time.Typical recipients actually open a small fraction of emails received, and even those are mostly only briefly scanned for content.  Different people react to different advertising stimula, so you need to be sure to design your copy in a way that targets the kind of audience you are trying to appeal to.

Knowing that the majority of emails never get opened, you need to employ a subject line that will attract attention better than the rest to offer you any chance.It is very good practice to use the readers name in the subject line, as well as in the salutation of the actual email message.Present you subject line in a way that cleary suggests something new and unique as a way of solving a key need or issue.  Alternative, the subject line may challenge a commonly held belief or notion that your email marketing list target audience may hold.  Take a few days to list the subject lines that have compelled you to actually read an incoming email, then analyze them to understand why they worked with you.

The proper use of colors and graphics can also help call your readers attention to key communication elements and messages.In addition, use colors carefully by integrating them smoothly with the narrative, an be sure that the graphics that you use have a clear communication purpose, rather that to simply enhance appearance.  Colors and graphics must be a clear element of the message you are trying to convey.

Additionally, recognizing that you really have only 4-5 seconds to gain the attention of the typical email scanner, you need to present your copy in a way that the key elements and challenges of your message stand out quickly.In addition, you need to present in a way that attracts the attention of the reader very quickly, but also teases or convinces them to read on to get even more good information.  

Finally, your email marketing message must convey a clear and compelling call for action from the reader.Be sure to be very clear about the action you want them to take, an insure that they have all the proper information and instructions they will need to do so.  For further information on how to successfully employ email marketing, visit Network Online Reviews for a variety of articles and reviews of email marketing products.

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