At this point in the journey through
the email marketing programme, you will (hopefully!) have picked up some useful tips on how
to maximise the impact of your mail content, layout and design.
To finish up we will take a quick look
at the key points to consider:
The email layout and design are vital if you
are to win the attention of prospects and customers.
The design needs to be eye-catching and
desirable, reflecting the brand message and communicating the benefit to the
recipient in a transparent manner.
The format of most email is usually either
promotional or editorial in nature, the former focusing on particular product
or service benefits with a view to creating a lead, and the latter serving more
as an information platform (though this may subsequently lead to a promotional
To get the most out of your design, it is
important to have an attractive and effective layout.
Choose a template most suited to the design
style, and then combine both text and images.
It is important to ensure that your mail is
still understandable without images, as many email clients won't load them
immediately when opened.
Pay close attention to what will be read
first, as people tend to scan content starting from the top top-left of the
Make sure your subject and "from" lines are
well-crafted, and place your call-to-action prominently within the mail
Using personalised content, from the greeting
through to content and delivery scheduling, will also boost your campaign
Hopefully these tips will help you
create dynamic content, allowing you to build a closer relationship with your
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