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MarketingSherpa – Email Design: 3 critical factors of ‘lucky’ campaigns


MarketingSherpa – Email Design: 3 critical factors of ‘lucky’ campaigns


MarketingSherpa - Email Design: 3 critical factors of ‘lucky’ campaigns

By: MarketingSherpa

A successful email campaign is not the result of a single tactic or dumb luck. There are dozens of factors — everything from your list, to your timing. Knowing which factors matter most can greatly improve your “luck.”

Three factors are critical to successful email campaigns, says John Murphy, President, ReachMail:

Factor #1. Offer

Factor #2. Audience

Factor #3. Design

Murphy mentioned this in an interview for our latest article on email design. His comment got me thinking about how email marketers can improve in these areas.

Make me an offer — a good one

Every marketing email should have a call-to-action. You’re always trying to get the audience to browse your website, buy a product, sign up for a webinar, or take some other action — even if you’re sending a transactional email.

Some companies overlook this. Justine Jordan, Marketing Director, Litmus, says she often gets trade show follow-up emails from B2B companies that thank her for visiting a booth (I also interviewed Jordan for the article on email design that appeared in today’s MarketingSherpa Email Marketing newsletter). Not all of the emails give her another step to take.

“I am happy that I visited your booth, but what do you want me to do with this email?” she says. “There needs to be a call-to-action. Tell me to go do something.”

The relevance of your offer to readers’ interests will also have a big impact on results, even if the offer is only for free content. But before your offer can be relevant, it needs to exist, so always include one.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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