A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

You and I send and receive E-Mail every day. We have reviewed thousands of messages in our in-box. But what makes an E-Mail catch our interest, or cause us to continue to the underlying website? These 4 tips will help you achieve that result.

1. Choose popular topics. This may sound obvious, but how do you know your readers will be interested in what you consider popular? Check website usage, or other marketing efforts response rates to determine if your content is suitable, or needs to be updated.
2. Echo the brand message. There should not be a brand disconnect between the E-Mail message, and the underlying website. Once your reader is engaged, the continuing brand experience must be consistent on every page.
3. Communicate using images and video when appropriate. Depending on what you are communicating, charts, graphs, or photography will reinforce your message and create reader interest. A trend we have noticed for all our clients is when a video clip is featured, the click rate increases.
4. Be brief and offer more. Rather than including the entire article in the E-Mail, just send the first few sentences. This way you can offer more articles quicker which will allow the reader to judge overall interest, and then get the detail that applies to their need.

Producing and sending effective E-Mail communication is one aspect of an effective multi-channel program. And we have found it to be an effective one to one communication tool.