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5 Key
Elements of an E-Mail:
"E-mail has quickly become a communication standard and the Internet's
most popular application. Both the number of e-mail users and the usage
rates are continuing to grow exponentially."
-Mischelle Davis, V.P. of
marketing communications at NewWorldIQ
E-Mail Design Revisited:
Have you been water skiing lately? For most of us, the first time out
of the water each season is usually a lesson in how not to ski. A quick
reminder of some key elements from an experienced ski buff and the next
trip around the lake is much more successful.
If you are diving back into an e-mail campaign or just brainstorming a
new one, remember to focus on the key elements of successful e-mail
design.
For Example
The Central Iowa Chapter of the National Association of Women Business
Owners (CINAWBO) publicizes their meetings in the local daily news, in
a weekly business paper, and in an e-mail to members. A straw pole
recently revealed that a majority of the group's attendees get their
information from the e-mail invitation. In order to get the message out
as efficiently and as effectively as possible, the e-mail is designed
to display key details in the subject line, right at the top of the
e-mail, and with the RSVP information highlighted. You may view a
copy of this e-mail invite here.
STRATEGIES:
Focus on and always proofread for these five
key elements of your e-mail:
- From Line
Make sure your company or brand is obvious in both your reply address
as well as the sender information.
(IE: Kathy Towner, WinM@il [kt@wincommunications.com]
- Subject Line
Include your company name and about 30 characters worth of descriptive,
alluring copy. Avoid use of excessive punctuation.
- Preview Pane Content
The top 1-2 inches may be all your subscribers ever see if they view
e-mails in a "preview pane." Include your most important information
here.
- Call to Action
Include a call to action, whether it is "Click to Purchase" or "Call
for Info" or "Attend our Meeting." Distinguish this call to action so
the subscriber knows what you are asking within seconds of glancing at
your message.
- Unsubscribe or Profile Management
Instructions
Offer this in a respectful and easy-to-use fashion, so you don't get
complaints logged against you.
Once you establish the goal of your campaign and the design of your
e-mail, test it with a small portion of your subscribers. Be flexible,
adjust as needed!
If
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Thank you!
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