To coincide our 10th Birthday, we're sharing some of our experience and knowledge in the form of a series of Top 10 Tips. The first set of Top 10 Tips focused on Facebook for Businesses. Our next article here covers Email Marketing Campaigns and how to send effective ezines.
Let us know what you think or ask us a question using the comments box below.
Your ezine template design should reflect your corporate design so readers can tell instantly that it’s you.
Ensure your ezine template does not include excessive amounts of images or it will end up in the dreaded Junk mail folder. Large images can increase the chance of your ezine being caught by spam filters.
Grab the reader’s attention by highlighting words and using small blocks of text. Think of a car speeding past a billboard: most readers just glance quickly over an ezine, so you need to get your message across quickly. Information overload will put the reader off.
Include links back to your website whenever possible so that readers can view more information about the subject, service or product. Include a call to action link and ensure that it stands out by use of color or using a graphic.
Give the reader the option to view the email in their browser in case they have difficulty viewing it in their email client.
Don't let you subject line become an afterthought, they are important for the success of your ezine. Remember it must encourage the reader to open it. AVOID USING CAPITALS!
Add social networking links or icons such as your Facebook or Twitter accounts to your ezine. This promotes trust, increases clicks and provides a resource so that readers can learn more about you.
Be consistent with the times and days you send out your ezine. It’s proven that ezines sent out on a Tuesday or a Wednesday have higher open rates because workers are more relaxed and focused mid week.
Set the From email address of you ezine to the address of a trusted or well know member of staff. This will help your readers feel more comfortable about receiving ezines and more likly to open an read them. If you don't have control of this, the From part of your message should at least include your domain name.
Analyse your clicks and views after sending your ezine and try to learn from them. If you had a particularly poor click though rate then do something a bit different the next time round. Perhaps you used too much text the first time or maybe your call to action links were not visible enough.
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