Q. If you had Top 5 tips for sending an effective email marketing campaign. What would they be ?

This is a question asked in the UK Netmarketing forum. I thought my answer might be interesting to other marketers reviewing their e-mail marketing, so here it is!

The remainder of the question:

"If you were purely looking at the design and copy of such an email. Lets take for granted that mailing list is well targeted and the offer is good. Ive recently heard Hotmail doesn't like CSS, "click here" is frowned upon by SPAM filters, and a host of other dos and don'ts. As a newbie though Im finding it tough to determine best practices, so who better to ask than the list. I'm not after trade secrets just some good pointers.

Thanks in advance.

Lee

My answer

5?! That's a good challenge for email marketers on the list. I may have cheated with a few more. I would say, based on the limitations of "newbie emails" I see, and what works in the constraints of the inbox:

1. Have a distinct headline for each mail which builds on the subject line (first 3 words most important) and adds a reason to read more or click (large font, reverse out text, not obscured by a branded banner which is the same in each email - although do need a clear brand to prove a reliable source - and in From). BTW. It seem shorter subject lines are best.

This email marketing research I recently came across showed that "Email recipients were significantly more likely to open messages that used short subject lines (24% opens for 35 or fewer characters) compared to 17% for longer subjects. There are lots of other interesting stats in the compilation from this Mailer-Mailer - a US-based ESP.

2. Use a Text-based hyperlink call to action in the lead in text preview pane for those using Outlook or near to top anyway for everyone using webmail readers. Try to get those impulsive clickers to act. Also provide an alternate image call-to-action with alt tags for those who haven't downloaded images. Don't use a design based solely on sliced images - some text is essential to maximize response.

3. Use a two-column format - this will enable you to pack more above the fold. Tinted panels work well. Trend to using table-of-content and call-to-action on the left of screen where we scan down and not truncated on right.

4. Develop a multi-message campaign for more impact / reinforcement.

First use a teaser postcard format - these can get good click-throughs since you intruige and don't give too much away.

Then follow-up with a more detailed email building an argument for those you haven't convinced.

Or try the sequence in reverse.

Short copy is not best in all cases just as for offline. If you can afford it integrate with direct mail for max effect.

5. Try different forms of offer to maximize clickthrough

Don't just have the direct 'buy now', 'get a quote', etc, but have softer specific 'find out more' style calls-to-action to engage which will intrigue people on the list. I hope some of those give some inspiration Lee - let us know how you get on.

I wouldn't worry too much about the spam filters on copy as long as you don't overdo it. Reputation is more important, so it can help to use an established broadcaster. If you want to try your spam scores I have collected several email marketing tools.

If you were looking for E-newsletter tips, Richard Sedley and I have created these 12 guidelines on engaging customers through E-newsletters.