Designing Your Email Marketing Campaign

Welcome to Email Marketing

This probably isn’t your first attempt at email marketing. If it is, this will be a good opportunity for you to gain some insight into how it works. Even if you’re an email veteran, there are always new factors to consider when attempting to reach new customers. The following is a list of factors that must be addressed in order to increase the positive responses to your email marketing campaign.

Demographics

For obvious reasons, you’ll want to conduct a bit of market research before attempting a marketing campaign. You may choose to do this independently through focus groups and client surveys. Another option is to enlist the help of a reliable direct marketing companies who have the knowledge and experience necessary to creating and launching an effecting marketing campaign. Determine the median age of your audience and account for outliers in developing your marketing campaign. Check for average level of income and education, as well as gender and race. While universally applicable campaigns do exist, of course, accounting for demographics will give you a better idea of what your potential clients want to hear.

Tagline

The tagline, or subject, of your email is the first thing your audience will see, so make sure it is as catch as possible. Begin by mentioning any promotions your company is conducting, particularly for new clients. The tagline should be enthusiastic without sounding desperate, so try to keep exclamation marks to a minimum.

Your Competitors Offerings

If you have a business to business email list, you’ll need to consider whether or not your audience has an existing contract with one of your competitors. If this is the case, you should of course promote all the reasons your company’s service is superior. But you should also highlight any benefits to switching. Perhaps you are able to pay the penalty fee for their breaking the competitor’s contract. Maybe you offer a free gift for every new client. The same goes for your consumer email mailing lists; emphasize free gifts and service.

Visual Appeal

Direct marketing companies should have some idea of what works and what doesn’t work when it comes to designing your email marketing campaign. Keep in mind that everyone on your email mailing lists has seen hundreds of corporate emails, so a distinct design is absolutely essential to making your emails stand out. Use high-contrast colors that are pleasant, yet striking. In general, red, white, and black are often used to highlight sales, as they lend a sense of urgency, but they may not be appropriate to your company. Using your logo graphics is always a safe bet, as they will lend a sense of unity to the layout. Establish a user-friendly layout with numerous links to your website. Begin stories in the email, but finish them on your website. Do everything in your power to direct your audience to your website to take advantage of your company’s offerings.