SEO Copywriting

Your product is great. Your promotional message is exciting. You have award-winningemail marketing softwareto launch and manage your campaign. What could go wrong? Well, your customer could open your email and close it within two seconds without ever opening it up again. Or they could delete it. Successful email marketing involves many steps. After creating great content to promote your wonderful product, service or announcement; you must communicate it. More importantly, you must persuade the recipient to open the envelope (or email) and take a look at what’s inside. Getting it there is hard enough, but it’s even harder when there’s no payoff. To get people to read and respond to your email, it has to inspire them when they first see it. Then, if they are inspired enough to open it, you have a few seconds to inspire them again.

Here are 5 tips to maximize your chances of inspiring the recipients of your message:

1. Keep it Compatible: It is extremely important to know that email browsers are different, and what might look like a great newsletter on your PC might look like a pile of poo to some email clients. Because of the inconsistency in email viewing platforms, ensure that the HTML version of your campaign is done no more than 500-600 pixels wide. This way, it will work with most, if not all email clients. More importantly, if your customer’s email has a preview mode, which most do, the majority of it will fit in the preview pane. The most important design consideration should be compatibility with multiple platforms.
2. Keep it Country: People scan email before they read it. If a commercial message has too much information in it, the perception of effort required will often cause the reader to close it, and in many cases not return. Keep your active main points to the top and left, and don’t overload the page. Again, because of preview panes, it is important to seduce your customers with the upper left hand. Don’t use complex tables or frames in your HTML message because some email browsers won’t tolerate complex tables, sometimes placing one column below another rather than side by side as intended. Keep your HTML tables basic, preferably with only 2 or 3 columns. Remember, people use email to scan and communicate and go to the Internet to get in depth information. Think of email marketing as a wonderful, inspiring, seductive invitation rather than as the whole party.
3. Keep it Light: You can be almost guaranteed that your message will be deleted if it doesn’t launch automatically when opened. An email marketing campaign should be light. When the message is opened, the page should appear immediately with a relevant message that is easy to see and clear to understand. Simplicity works. Don’t overload your message with slow-loading images or unnecessary graphics. Content is king!
4. Keep it Interactive: Remember, the ultimate objective of an email marketing campaign is to attract customers to your products and services. Ensure that you make it easy for customers to get to them. Create a clear and open path between them. Triple check links within your message and give back-up, full address links in the event that your HTML campaign version encounters problems displaying embedded links for some reason.

Recipients who open your email newsletter or email message should be one easy-to-find click away from your shopping cart, article, form, blog, whatever. Also, every profressional e-marketer provides easy-to-use, double opt-in and opt-out links to make subscribing and unsubscribing easy. Goodemail marketing softwareprovides double opt-in/opt-out features. Successful email marketing campaigns are highly interactive and structured for the customer to communicate and act easily.
5. Keep it Professional: Use standard styles and consistent flow throughout your campaigns. Remember that your email marketing campaign is a representation of your brand. Make it recognizable, make it trustworthy. Most reputable commercial email uses a headline format for the subject, meaning that every main word is capatalized. Your ‘From’ field should clearly state your company name or brand. I actually got an email from a hotel recently with ‘Info’ in the ‘From’ field. Using themes for newsletters makes it easier to ensure consistency in design. You can be very innovative around the brand structure. Don’t think that consistency implies presenting repetitive, stale, lacklustre content. Make your message visually appealing, use colors consciously, and make them look twice. Bring your message to life in creative ways. Shock the reader regularly. But always keep it professional and recognizable.
Design isn’t all about complex graphics and flash animation. Good design is subtle and bold. A good email marketing campaign will have a little of both. Simplicity in form and useability, and bold in content and presentation. With email marketing, like technology itself, change is constant. With that in mind, redesign as necessary until your efforts surpass your expectations.