Email Marketing Campaign Template Design

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shannongreen

Joined: Nov 23, 2005

# Posts: 4

Posted: 11/23/2005 02:24 pm

Hi Guys,

I am a total rookie when it comes to email marketing so I appreciate any and all your help. This is all new to me and I’m sort of a fish out of water, although I’m slowly getting the hang of everything.

I’ve just signed up for Eliteweb.cc Email Marketing and as part of the service they will make me a free custom template. I shopped around and I couldn’t believe what some of the other places we’re charging for this…CRAZY!

They’ve said they can build my template however I want and they have given me some ‘best practices’ guidelines. But, I wanted to get some input from other people before writing back.

My main questions are….
How many small articles should I include in my bi-weekly newsletter?
Does 5-6 make it too busy? Does 1-3 not give the user enough content?
My articles are usually very brief and are no more than a couple paragraphs.

What’s the best way to make use of images?
I was considering an image to go along with each article, but I didn’t know if that makes it too image intensive or if that’s exactly what I need to make it not look so text heavy. I personally like images since I think it adds extra flavor to a campaign.

Any thoughts, opinions, or ideas would be really helpful?

I know I’m going to make the template match my color scheme and I’ve got a cool border in mind. I just need to figure out what the body will contain.

Cheers!

(Copy Shortcut)

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Insider

Joined: Sep 06, 2001

# Posts: 581

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Posted: 11/29/2005 12:31 pm

Hello shannongreen smile

How many small articles should I include in my bi-weekly newsletter?
Does 5-6 make it too busy? Does 1-3 not give the user enough content?

Many variables come into play in regard to your question, but one that should not be overlooked is your point-of-action, as it shares a very close relationship with your end/goal.

If point-of-action is within the e-mail itself, you would want to keep the reader on page. Though if point-of-action is within a page from a link, you would want to call-for-action to motivate the click-through for the link, not for the final desirable action (sales/participation of any sort).

In case of your point-of-action is within a page from a link, your end/goal is not to make sales/participation of any sort...it is to increase click-through on that link. In undesirable situation(s), copy would call-for-'final'-action before the prospect reaches the point-of-action.

As for the article/content quantity...look it from the eyes of prospect. I know I need to start over on a project if I know I wouldn't read/buy/participate in the desired action(s) myself if I were exposed to it. Sometimes, we can get wrapped up things and overlook the issues of effectiveness. There is no mathematical formula to figure out the magic number, per se...in many cases, quality is based on perception in pre-determination before its physical/tangible/absorbable benefits.

What’s the best way to make use of images?
I was considering an image to go along with each article, but I didn’t know if that makes it too image intensive or if that’s exactly what I need to make it not look so text heavy. I personally like images since I think it adds extra flavor to a campaign.

When it's not needed and used it can be viewed as 1. an attractive bonus feature or 2. clutter. 1. enhances prospect's motivation where 2. increases the likelihood of dissatisfaction.

Visual aids in one's perceived image of the subject in question. If the subject is tangible (product nature), visual can quickly reinforce your copies.

Again, it goes back to point-of-action issue. If your point-of-action is within the e-mail/page, use of image would be most enhanced when images you present aid prospect(s) to positively perceive the benefit of the product/service. Kinda like a) picture of tasty burger image vs. b)happy child's face eating the burger. a) reinforces the features of the product (where in attempt to create value through the attractive features...it's more visual focused for the product...and can increase awareness for the product and brand association with it) b) reinforces the benefits of the product (where in attempt to positively enhance the motivation for purchase from making an association between the end/goal and prospect. More active call-for-action approach in most cases)

There is no one definite right answer to your questions smile

You will have to find a balanced fit between your product/service and prospect's motivation.

HTH...and most of all, best wishes smile

(pardon any spelling and/or grammatical errors...typing from work lol)

(Copy Shortcut)

shannongreen

Joined: Nov 23, 2005

# Posts: 4

Posted: 12/02/2005 04:00 pm

WOW!

Thanks for the amazing reply!

That’s the exact kind of detailed insight I was hoping for.

Now it’s time for me to sit down and give everything some serious thought.

Cheers!

(Copy Shortcut)

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