blogLet’s eliminate poor email practices. My inbox had the misfortune of receiving this email today. In case it’s been removed from the server, you can view a duplicate image here. What are the problems I see with this message?
1) Subject Line: Hi Jesse, message from Tom Oddi at PL Marketing.
Well at least you got my first name right. But hell, I don’t know a Tom Oddi at PL Marketing. Stop wasting space and grab my attention. Choose a short, benefit oriented statement. You hopefully know I’m an inhouse marketer, go for a relevant headline. How about, “Swag for your charity golf outing” or “Discounted product for your tradeshow.”
Give me some incentive to open your message. Bonus points if you include the name of the actual golf outing, or tradeshow. Knowing the event name shouldn’t be too hard, we post the information in the news section of our company website.
2) Don’t comprise your email design entirely of block images.
You know what this looks like in AOL, and a couple other email clients? Nothing. Images are blocked by default in some programs, so for those users you can be sure this email is going straight to the trash bin. For email stick to HTML and inline CSS for formatting. If you don’t know HTML, Mailchimp offers some basic email templates that you can fool around with in Dreamweaver.
Inevitably you will add a photo, either for a header, logo or product. When that happens be sure to add ALT text, so when the picture does not display, at least the viewer will have a description of what should be there. Heck when readers know what to expect, they may even decide to view your email in its full chromatic glory.
3) Killing a sale with too many offers.
You just convinced me to open your email out of the countless messages that are suffocating my inbox. And now you offer me more choices. By my count there are 8 offers in this one email. Can you see me pulling out clumps of hair in frustration?
Do me and yourself a favor, choose one product to highlight. But which product? Easy, the one most relevant to my potential customers. If you read the company website, you know my customers are plumbers and HVAC technicians. Offer me the 5 in 1 Tool in Pouch. I bet my customers would love a swiss army style gadget. Presto, I’m sold.
If you are going to promote a product or service via email, keep it short and focus on one topic. In case you’re still tempted to blast out as many offerings as possible, check out the proof in this email offerings article by iMedia Connection. If you’re still not a believer test the concept for yourself.
Tags: email design
