I thought I’d share a little knowledge gained from a few years of playing in the email marketing game…
So in general email marketing can be broken into 3 main types of campaigns:
• Invitation – event requests
• Promotion – Focused on selling or promoting
• Information – traditional email newsletter
The structure of each should always follow the same basic principle, which is:
Get the customer on to your website.
An email regardless of the format should always be treated like the front page of a magazine. In traditional press the front cover is always selling the content, don’t fall in to the trap of putting it all in the email.
Customers don’t buy from an email, they buy from your website. Where you can collect their money, handle the order and up-sell them. You can’t do this in an email.
In summary the habits of the majority are that emails are for short sharp communications. Websites are for more in-depth browsing, blogs are for the history of a company and twitter is the conversation point with a company. SO don’t get carried away with those newsletters, keep them short and to the point and keep your audience.
Curious to find out more? Drop me an email or join the Catalyst90 email newsletter
Tom Reidy
Catalyst90
October 2, 2009 at 3:52 am |
[...] The structure of each should always follow the same basic principle, which is: [...]