Qual a diferença entre um e-mail com excelente rácio e outro com menor? Título cativante, destinatário personalizado, design atractivo e conteúdo extremamente relevante são parte do segredo para o sucesso.

I outlined in a recent column that the initial setup for your e-mail marketing program is one of the most important steps. Those steps include building a solid e-mail database and complying with anti-spam practices. But once you effectively set up your program, there are ways to get the most out of your e-mail marketing.

Put names in subject lines

E-mail works best when it's personalized. Putting the recipient's name in the subject line or in the introduction of the e-mail's text says some thought and targeting went behind this outreach. A good example of why personalization is important: Consider receiving mail at home. If an envelope has your name on it — even if it's not clear who sent it — you are likely to open it. If the envelope says "current resident," that envelope is likely headed straight for the trash. When you create your e-mail blasts, leveraging graphics and images are great ways to make your e-marketing stand out. A well-designed e-mail, just like an impressive brochure or print ad, will showcase your sophistication and increase your chance of getting noticed. These designs can also include breakout boxes with key dates or even special notes or headlines that need to get noticed.

Make content count

Crafting the right message is also important. Remember it's an e-mail. People are busy; they're not going to read hundred of words. Make your content count with headlines, bullets and brief explanations. If they want more information, give them an option to click a link to your Web site. Elegance with the scope of your copy is vital.

What are their needs?

Most of all, make your message relevant. Avoid just putting out an advertisement or ad in an e-mail. Make your content about the recipient's needs or point of view. Then, tell them how they can get involved with your cause or ways your business can help them. Connecting these dots with a strong call to action will increase your opportunities for a successful e-mail that will get you noticed.

These are just a few ways to make your e-mail campaigns more effective. Remember, this is just one touch point in your marketing program and another way to put you topmost in the minds of the right people. Just as you should do with all of your advertising, put together a good game plan for your e-mail marketing to maximize effectiveness.

Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.

Fonte: recordonline.com