HTML email is extremely popular, producing very impressive results. An email campaign is considered an effective and powerful tool. Whether globally or nationally, email marketing campaigns are a proven vehicle for any size business wanting a greater ROI on their investments. Email campaigns give any business a personal communication vehicle when reaching out to customers and prospects alike.
For the sake of clarity, we are not speaking about spam mail. Email marketing campaigns are email or e-newsletters that have been requested; whose recipients are anticipating the information. HTML email campaigns are not web pages, and must be approached from a different angle, with its own specific requirements. Understanding these requirements results in a more successful inbox deliverability rate.
Key Elements when Designing HTML Email Campaigns
1. Make your message clear and easy to read.
2. Have a visible opt-out link
3. Have a plain text option for those who do not want HTML
4. Have a visible, physical address –
5. Prioritize your content: Make your point clear and quick.
6. Keep your valuable message upfront
7. Don’t make your clients scroll – include a Table of Contents
Email Campaign – Layout and Design
Dealing with the Preview Pane View: It is found that most people do not maximize their windows. They view their emails through default sized preview panes within their email clients. The average preview pane is estimated to be around 300-500 pixels high. Make this work for you. Include any important information within this area. Here are a few more tips:
• Important contents or call to action should remain above the scroll
• Your clients trust your logo – keep it left aligned.
• Many programs turn off images. Use text for significant content.
• Do not practice image overload (learn more…..)
• Compress your images for usability and spam filters
• Use your footers:
o Footers must contain an unsubscribe link and a physical address.
o Include a permission reminder in your footer which can prevent your email becoming spam.
o Include any private policies you may have within your footer.
Test your Email Campaigns
Setting up some free email accounts at Gmail, AIM, MSN, and Yahoo gives you a “hands on” view. If you have any friends that use Microsoft Outlook or Outlook Express, send them your email as a test. Don’t take any chances, design and content must be planned and strategically ready to meet head on with all the obstacles of todays finely tuned spamming and preview filters.
