HTML Emails
Date Published 20/08/2008 - Click here for more recent news
Email newsletters are continuing to grow in popularity despite the initial concerns that the majority of people wouldn’t read them. The main reason a recipient won’t read the email is because it is based around a product or service which doesn’t interest them. Firstly a HTML email needs to be carefully targeted at someone who has an interest in the subject or works in the industry. As well as providing a link to your site email newsletters are a great way to find new customers and communicate with existing ones. However there is a thin line which dictates whether the user will delete the email or whether they will continue to read.
Here at EASIserv.com we have a successful track record of producing successful email campaigns by sticking to some basic rules.
- The layout needs to be basic and straight to the point. Because the majority of content is likely to be embedded further down the document it is also useful to have quick links to other important sections of the email.
- The content should be interesting and appealing to the user. It should also be scannable and written in a similar way to web copy with the inclusion of keywords. Also understand your target audience, if you are designing an email for gamers make sure it is image rich as their attention span will be less and they will be far more likely to respond to images.
Everyone needs a good reason to send a mass email and it may be you haven’t thought about the best ways to fulfil the potential of yours. If you’re not sure what to put in your email and the reasons for sending one in the first place let us give you a few ideas of the type of email you can send:
Quick Announcements:
These are the most popular type of html email mainly because they are short, sharp and to the point. This type of email will inform the customer of a special offer, a brand new product or an existing popular product. This will typically be call to action led (e.g. using a phone number saying call us today) with minimal, scannable content.
HTML Newsletters:
The primary purpose for this type of email is to build up a relationship with existing customers by providing useful and relevant information. Just remember that not all your articles have to relate directly to the industry. For example a barber’s website may talk about an exciting new fashion show taking place at the NEC or interesting developments in the industry like the glass cutting technique which was featured on ‘Dragon’s Den’. Although these types of emails aren’t intended to directly create sales, building up customer relations will plant the seed for future harvest.
Catalogue Emails:
These do exactly what it says on the tin. The email works in a brochure format and basically provides information on targeted products which should aim to entice the customer into purchasing the product.
HTML Email press releases:
If your company has been featured in the press then this is a great time to sell your company and update customers of developments in the business.
Alongside HTML email there is the old school format of text email to consider.
A recent survey presented by www.optinnews.com showed why people preferred html email to text email. The drawbacks of text email are that it cannot be presented to anywhere near the same level as a HTML email although this is only when it is done well, a view reinforced by www.optinnews.com:
“Clearly the benefits of HTML email are in how layout, colour, and images can affect the reader's ability to process and enjoy the content WHEN IT IS DONE WELL.”
The key to an effective html email is to keep it simple and make sure it is tested on a variety of email clients. The fact is HTML emails are on the rise and these statistics from www.ardentinteractive.co.nz support this view:
Benefits & Proven Statistics of HTML email Marketing:
- Emails are a great way to get in close contact with customers. They don’t rely on people remembering to visit your site, or seeing a print advertisement.
- You can personalize emails to suit the particular interests of an individual customer, instead of sending out a generic brochure.
- You only pay for people you are actually sending to, instead of shot-gunning out to the world at large.
So if you are interested in increasing your sales and building customer relations through html emails please get in touch with us today.
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