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BizReport : Email Marketing : June 21, 2011


Campaigner release simplifies email creation

A new email tool rolls out today from Campaigner. Called Smart Email Builder, the tool simplifies email marketing to simple drag-and-drop actions. Marketers can choose from more than 700 pre-designed templates, insert their subject lines or headers and then content.

by Kristina Knight

The roll-out focuses on newsletter, which hold more content than simple email messages and also have more engagement power.

"Clients choose their layout, and can go through sample galleries to determine what kind of content, images and color schemes they want to use. It serves as a starting point for the campaign; the user simple clicks on to the pre-made template and then can enter their unique content. The templates can be changed from campaign to campaign; includes social tools, clickable links, images, message testing - to make sure images display, dynamic info is included, ability to send to multiple email clients and see how the message display is the different client windows," said Paul Turnbull, Product Manager, Campaigner.

Even with the simple drag-and-drop interface, though, Campaign says a badly designed message can be detrimental. They suggest that email marketers first focus on segmenting the client list to ensure the right message is sent to the right consumer at the right time. Segments should be created based on demographic data, but interests should also be included.

Next, they suggest that subject lines need to be more bold. That doesn't mean make it scream with exclamation points or actually bolded words. Instead, their research suggests that subject lines should be personalized, specific and valuable. So, include personal information, use that segmentation to create a specific message and include some kind of deal/savings information.

Finally, use images carefully. Check the images for load times, use only enough images to engage or interest the consumer; for most messages, that means one image to a mailing.






Tags: Campaigner, email design, email marketing, email messages, email tips








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