E-mail Webinar, Part 2: Play Up Links, Be Consistent with Type and Coordinate Landing Pages

Continuing our coverage of the recent webinar presentation, “Top Ten Things You Need to Know About E-mail Creative” given by Jordan Ayan, CEO of e-mail service provider SubscriberMail, this week we focus on tips Ayan provided the audience on links and calls to action; type, images and rich media; viral opportunities and more.

1. Make links a part of your message. Stressing the value of links and giving the consumer a “call to action,” Ayan advised the use of several tactics in e-mail messages. Among examples of links that “call to action” the consumer, Ayan finds these effective:

* Create a sense of urgency: “You only have a limited time,” he said, referring to an example, “click on this link to read more information on the product”;

* Convey a sense of e-mail exclusivity: “Not available in the catalog, only available through this e-mail offer”;

* Use links to include audio/video files in e-mails. Ayan said he finds this much more effective than trying to embed these files in the message;

* Call to action with a product tie-in — give consumers the opportunity to buy something;

* Offer discounted sales items through a link; and

* Offer promotional items for a percentage off through a link.

2. Be consistent with type, images and rich media. Ayan gave the following type, images and rich media tips:

* E-mail width should be kept less than 600 pixels;

* Avoid JavaScript;

* Don’t overdo the message by putting too many different types of fonts, images and colors on the same page at the same time; and

* Avoid style sheets, as many times these messages will be stripped and sent to spam folders. Ayan said he prefers to use URLs and form fields.

He added that marketers should test all types of messages and files to see what works most effectively.

3. Create the opportunity for sharing. Ayan advised marketers to give options to circulate e-mail messages, including adding a “forward to a friend” option with an incentive for doing so. He cautioned of the danger of this practice — potentially turning your customers into spammers.

4. Each message should have a goal. Before sending an e-mail blast, the following goals should be met, according to Ayan: Have

* an objective;

* a targeted audience;

* a desired response;

* a background and benefits;

* other requirements; and

* a design requirement.

Without knowing what you’re looking for in an e-mail campaign, how could you know if it’s successful or not? he asked.

5. Work in concert with landing pages. Use landing pages as an extension of the e-mail, Ayan advised. Tie in the landing page with the e-mail in regard to the relevancy of the message, positioning of the content and the amount of data conveyed to the consumer, he pointed out. Convert on the landing page with the same creative theme used in the e-mail message, as the consumer already has been drawn in by the e-mail.