Getting someone to listen to your email - Part 3
Email success element #3: Who should say it?
Email has become a communication tool characterised by its casual style amongst colleagues, family and friends. Unfortunately many marketers exhibit the same approach to their email messages. That's why Image 7 Group approaches email marketing in the same way we would with a traditional direct mail communication - we use a professional copywriter. A good copywriter can craft your message in a most compelling way, while keeping it as short as possible.
How your email appears is equally important as the message. If you elect to use any type of design, make sure you include your creative team.
An often overlooked element is the simple matter of understanding your audience's technical capabilities. Don't craft a stunning HTML email if your audience can't open it. When in doubt, use a text message.
Many of today's professional email marking programs or services can deliver emails that will sense if an email reader is capable of HTML ... and if not, it delivers the text version to the screen. Most recent studies I have seen suggest readers want to see nicely designed HTML emails.
As an example, an Image 7 Group client needed an internal email to communicate with team members spread around Australia, New Zealand and the United Kingdom. Unfortunately they are stuck with Lotus Notes as their email program, which has extreme difficulty displaying anything but the most basic HTML commands. Even W3C compliant HTML doesn't work. Lots of testing and a few late nights but we made it work. Never assume your email will work until it's been tested.
Email success element #4: Did anyone hear me?
There is never any guarantee your marketing communications (marcom) will be a success. But there are ways to test your email campaign for a glimpse at its potential effectiveness.
Test panels that reflect the demographics of your list can provide insight into your results. Focus groups and individual interviews are useful for establishing tactical action plans that are effective within your audience. You can test sample subject lines and body copy to measure what motivates your readers. You can also recruit current customers, alert them about the mailing and test your email on them to measure response.
The critical thing to remember is that email is a communications tool. Like any tool, you have to know how to use it effectively. Identifying your target market and giving them the information and the resources to learn more in a creative and easy-to-use format increases your chances of executing a successful marketing program.
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