An e-mail marketing campaign is no different from any other marketing campaign in the sense that it needs direction, it needs planning, and it needs to be effective. Not everyone gets it right the first time around, though there are some basic pointers that can help make a first attempt at least give the appearance of being well-thought out and professional.
1.Avoid being flashy
The challenge with using e-mail marketing is that it needs to catch someone’s attention, but also be concise. This sometimes leads people to think that something flashy and visually impressive works better than a simple, clear presentation. It doesn’t. Graphics and Flash can take too long to load, and busy people don’t bother waiting for that to happen. Simple images to catch the eye and good content to keep the attention focused are better approaches.
2.Be concise, not encyclopedic
The website and articles online are there to provide the more detailed information. The purpose of an e-mail is to grab attention and “tease” the customer into looking deeper. Offer value, offer concise information, but don’t dwell on it. E-mail is supposed to be short and gets to the point quickly. It’s fine to include relevant details that won’t make the message overly long and bore the reader, but make sure these are relevant to what is being sent. A message about a new product, for example, should highlight what it can do for a customer, not explain several decades’ worth of research
