Six simple things to do to ensure that your email marketing


1:  Never assume that you can write perfect copy first time around.  Try it, see what you get, and then get ready to change the copy.  Alternatively do an A/B test in which half the people get version A and half version B.

2: Never send people to your home page – create a unique landing page for each advert which follows on from the email itself.  The argument that you send them to the home page “because they might see something else they like” is false on 99% of occasions.  If they don’t see a direct link between email and web site, they leave you.

3: Forget about technology.  Make your email something that reads as if it is written to an individual – but do not use personalisation unless you are 100% sure you have got the technology right.  Just watch your inbox to see all the people who get it wrong.  (This week I have been “Dear Hamilton”, “Dear Attwood”, “Dear” and “Atwood” (no dear, wrong spelling, no Mr).

4.  Spend most of your thinking time looking at how you are grabbing attention.  You need

a) a good “From” line that looks interesting

b) a good Subject line that again looks interesting

c) a headline of up to 15 or 20 words that really grabs the reader by the throat.

5.  Remember that pictures can fail to get through in all email formats, can result in the email being screened out, and can actually interfere with the message getting across.  (It is a left brain right brain thing – call me if you want to know about it – it is awfully exciting (well I think it is).   01536 399 013).

6: Put the call to action clearly at the end.  If the reader can order direct off the page give them options (phone, fax, email, post as well as web site) if you can.  Even if you only accept on line orders, always put in a phone number and postal address – it reassures the readership.

Of course you still have to write interesting copy – but get this lot right and you are well on the way.  If you would like to send me a copy of anything you have developed I’ll be pleased to in confidence, and will then call you back with my thoughts.

Tony Attwood (Tony@hamilton-house.com)