Email Marketing ... Size Matters

Email marketing can add an extra dimension to an online marketing mix putting a marketing message in front of the eyes of potential leads that otherwise do not view your website. The components of an email marketing campaign include a well managed email list, the email content itself, and the measurement of performance metrics. The most effective marketing emails are often shorter and more powerful messages.

Depending on where your email list has come from, many readers may be sceptical to read through a long email from a website or individual that they barely recognise. Keeping a message short and simple at least ensures that those readers that do click through into the email will make it through the entire message.

The content of your website should do the majority of the work, and there is no reason to regurgitate everything in a marketing email. The email should be used to direct as many readers as possible from the email to the relevant page, or pages, of your website. The email body, therefore, should contain an appealing message and give readers a reason to want to click the link.

The subject of an email should be used to attract recipients to read the remainder of the message. From there, the message body should further attract readers to click the link and visit the relevant page on your site. It's important to keep the email as short as possible without regurgitating the entire content of your site. This will help ensure a greater success and conversion rate of reader to website visitor.