The way people receive and view emails has changed dramatically over the years. Technology is driving both the email delivery and user behavior in ways that make email communications as viable if not more so than it has been in the past.
People generally have more email accounts, not just 1 or 2, but 3 or 4; there are more than half a million wireless email users; consumers are checking email while doing other things, like watching TV, listening to music, etc; and email marketing remains one of the best marketing tactics in terms of value and ROI – there is an estimated $44 return on every $1 invested. These and many other reasons make email marketing a no-brainer, all the more reason to employ some rules and best practices so that your efforts are executed and delivered to go as far as possible. Here are some considerations, old and new, to help you leverage opportunities that email marketing can offer your business.
There are many other places on the web (also accessed through mobile devices) where your brand lives. This means that you need to maintain consistency throughout all touch points (web, social, email, mobile, etc.) - consistency in message and images.
Develop content designed to promote sharing
Optimize for small screens – mobile and other devices
Ensure landing pages are linked and provide a seamless experience from point of origin through to destination
Ensure brand integrity across all channels – consistent CTAs, images, messages, social, etc.
Tried and True Considerations:
: Look & feel was, is and will always be important. Keep it clean and consistent and representative to your brand. Differentiate for audience segments when necessary
We will have more blog entries on usability and design of email marketing in the future, drilling into more specific tactics. Until then, please feel free to submit comments and questions.