Seven ways to make digital communications work
You can't judge a book by its cover, but that's exactly what many readers do when deciding whether to open e-newsletter or read your e-advertisements.
Keep your readers engaged with these tips.
Tip #1: Short and sweet. The difference between printed and online communications is that we have to cut the content by 80 percent for it to be effective.
Tip #2: E-mail readers spend an average of five to eight seconds scanning your message. Visualise your message as these few seconds don't allow much time for reading words.
Tip #3: Size does matter, especially with the wide variety of devices your readers use to access the message. An email less than 100KB ensures they don't spend any precious seconds waiting for your message to load.
Tip #4: Deadlines are an excellent call to action. Be specific and provide convenience in your advertisement or newsletter for the reader to act on it. Succinctly describe what your call to action is as your readers don't have time to figure it out themselves.
Tip #5: Balance the text and images in your message as not all devices will upload the images. A blank email will not make a good impression.
Tip #6: Be consistent. Your e-advertisements and e-newsletters are an extension of your brand and website - make sure it is easily recognisable. Keeping your design consistent builds familiarity and trust.
Tip #7: Trigger a laugh. Show some of your personality in the email to connect people to your brand and keep them engaged.
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