Yes, email is an art. Just because you have the ability to use email as a marketing tool, doesn't automatically mean it's going to work as effectively as you thought. Just like all those kids out there with boxes of crayons, you won't automatically create a masterpiece. It takes a true artist to create something beautiful.

But here's some advice that will help you along your way. A kind of “color by numbers” guide. There are many factors that will determine what becomes a successful email campaign. One of those factors is understanding your email's purpose then designing and writing it accordingly. To help you understand what I mean, I've listed several common categories your messaging might fit into. Find the one that best matches your intention, then use the guidelines provided to help you color it in. Let's take a look and be sure to stay inside the lines...

New / Announcement
Uses words like “introducing” or “now open”. Should be short, visual and exciting with clearly marked click points (buttons) that are immediately noticeable as your eye scans the content. As a “new” message, the reader has no idea what the email is for before they read it, so make sure you give a good introduction and communicate your message clearly.

Follow Up / Follow Through
In the world of Marketing and Sales, consistent follow up is vital. This kind of message continues a “conversation” that was previously started by registering or requesting something, etc. Remind them of why they are receiving this message and the benefit to them to take action now.

Product Specific vs. General Benefit
Is the purpose of your email to promote a product? Or is it generally trying to inform or “educate” the reader about you or your company? Be careful not to mix the two. If you have two messages to tell, send separate emails. Did you communicate the benefit to the reader clearly and quickly using words and images?

Newsletter
A much longer, content-filled email, usually with different sections, headings, subheads and content. Don’t forget to create a call to action using additional “website-only” content. (i.e. create a teaser with a link to the full version) because the click-through rate shows real interest. (Don’t forget to track these also!)

You could break this list down to many levels, but you get the idea. Some emails should be extremely short and visual, others more content-heavy. Overall, there needs to be a benefit to the reader. Remember to be clear with your subject lines and content to make them compelling and benefit driven.

Here's another tip: Visually design emails so the desired call to action is clearly marked and will “feel” natural to do. Maybe you want them to click a button or give you a call. Either way you need to actually “tell” them what to do. Make sure that unsubscribing does not look like the default action you want them to take. If the call to action is clearly marked, and it’s “feels” natural, they will be more likely to do it.

Stay tuned as we continue our journey discovering the wonders of email communication. If you have any questions, send me an email.

-Michael Dolan

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