Easy Ways To Improve Your eMarketing Campaign

Keep It Crisp & Clean

• Try eliminating 30 – 50% of your text. Look for ways to be more concise.
• Link to your Web site or a landing page to finish an article.
• Dark color as a text background is generally not a good idea. Lighter colors, for a
  background, not only contribute to the clean look and feel, but they make the text much easier to read.
• Keep body text dark (blue, black, gray) and limit yourself to two fonts, possibly one for titles and another for body text. Avoid multiple colors and fonts which will make your email look sloppy and unorganized. Use bold and italics when needed only.
  

Create Visual Interest

• Choose colors that are not overpowering to view on the screen. Muted tones tend to work better than vibrant colors. As a rule, utilize two contrasting colors or pick one color and various shades (for example:different shades of blue).

Bolster Your Brand

• Maintain consistency across all of your marketing materials. The personality of your business should be reflected in the template and design of your eMarketing campaign and should complement your Web site and other communications materials.
• As part of building your brand, it's also important to always, always include your logo in your email campaigns.

Inspire Your Readers To Take Action

• What do you want your subscribers to do as a result of reading your email? Do you want them to visit your Web site, sign up for an event, or renew their membership? Make sure that whatever you are asking is clear and prominently displayed in the campaign. As a rule of thumb, include one call of action per email message.
• Place contact information, dynamic links and additional resources at the beginning, middle and end of your email message to ensure your call to action is emphasized throughout.

Things To Do Before You Hit The Send Button

• It's a good idea to always send a test campaign to a small list of internal staffers before sending it out to your entire subscriber list.
• As part of your checklist, be sure to review your message in a preview pane, and make sure that the first part of your message really grabs the reader's attention.
• Don't forget to spend time previewing the "text version only" or non-HTML format. Many people are now checking their email on their handheld PDA's.

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