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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
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