September 7th, 2009

A good email marketing campaign design results from several things.The first rule is to keep it simple, but if your email has only a flashy headline and graphics at the opening, but isn’t followed up with valuable content, then your results are likely to be less that you want.Readers tend to be turned off by ‘gimmicky’ emails, so you should avoid that by using the elements of design presented 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.   However, a simple email is likely to hold a readers attention for only about four seconds.   So, a newsletter is a better choice because it will likely hold your readers attention for ten times as long. We come now to a bit more about the best principles of design for 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.   Most consumers only read a small fraction of the emails they get, and most of the ones that are actually opened are only 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.

Because most emails are never opened, it is critical that your subject line stand out from the rest to ever have a chance.  Most email marketers personalize the subject line, as well as the actual body copy.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.Spend a period of time writing down the subject lines that have convinced you to open an incoming email. Review them to gain an understanding of why they made you decide to actually open the email.

Another of the key elements in your email design may involve the use of colors and graphics in ways that  that quickly call  the attention of your readers to key benefit statements and calls for action.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.

Furthermore, because we know that when an email is actually opened, you only have four seconds or so to really get the readers attention, you have to present the critical elements or challenges of your message appear quickly and clearly.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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