Email marketing is ‘easy’ and ‘inexpensive’, meaning that anyone can create a strategy, an online business resource has told.
However, to make the campaign successful it needs to engage readers and build trust, a representative from Emma told Ecommerce Guide.
When sending out emails they should be relevant to the interests of the subscribers and strike the right balance between content and image Emma’s Suzanne Norman told the resource.
Her eight tips included letting the design and message ‘flow’ from the original message a business wanted its campaign to communicate.
The marketing campaign should also be consistent with the business brand and ultimate message, she added.
As with all campaigns, it is important the reader is engaged straight away by using a well-crafted and intriguing subject line in the subscription email.
Ms Norman added that it was also important to make the correspondence personal.
‘Try segmenting your list so you can personalise the content based on the audience group to which you’re sending,’ she advised.
In a blog that offers advice to businesses, Ecommerce Guide contributor Jennifer Shiff advised businesses designing online campaigns to ‘never offer a product or service or make a commitment you cannot fulfil’.
