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BizReport : Email Marketing : March 15, 2011

Top 3 'Don't's' for your email campaign

When it comes to email marketing, most brands know about the best practices: cull the list, email only according to the Welcome Letter, engage through rich, sharable content. But some emailers are still missing the 'rich' part of the equation. In email, visuals are more important than ever, and yet some marketers include bad images or none at all. Here are a few tips to upgrade your email visuals.

by Kristina Knight

Why is email so important? According to a survey of their customer base, email hub Campaigner found that more than 60% of marketers planned to increase email efforts in 2011. Having the right design - the right visual images - is a big part of email's continued success. Increasing the number of emails sent is not the way to go according to Campaigner's Melanie Attia, Product Marketing Manager with Campaigner, who suggests that becoming more visual within a campaign is the best option.

According to Ms. Attia, marketers need to use email images differently to have an impact. Images should enhance the campaign, not be used to tell the entire story. And, wherever the image is placed, make sure it is below 600px so that it isn't cut off on the screen.

"Place larger images below the fold or preview pane," says Attia. "Use this format so readers using a preview pane or have blocked images from downloading automatically do not miss your message."

Also, include a clickable call to action with that image. This way customer response rates can be measured.

Don't include background images, don't include image maps and don't make the message more than 30% 'visual'; the bulk of a message should be text.

"Before you send out your email, preview the email to ensure that it looks good with images turned on and off," said Attia. "You can do this by sending the email to yourself. A good email marketing service will also allow you to view print versions of HTML and text emails, resize the preview window size and to preview the viewing area to simulate different email window sizes, indicate the email file size and show/hide images."

Tags: Campaigner, email images, email marketing, email messages

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