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Recommendations

  1. Add a title and date to the email which describes its purpose.
  2. Use the words and benefits readers are looking for in 'In this issue'. For example 'Climate Change' could read 'Resources to tackle climate change in school'.
  3. Divide your content into groups so readers can quickly see what is on offer and find similar information such as news, courses, resources.
  4. Put most of the content on the website, rather than have it within the newsletter. Use the newsletter to provide an introduction or summary of the content and link directly to different actions the user can take. This has two benefits. It is easier to scan for the reader – they can quickly see what is available with little or no scrolling - and clicks can be recorded by your email tool for reporting purposes.
  5. Edit your content to ensure every word counts and none of it could be seen as 'filler'.
  6. Put the benefits of what you are offering in the headline and first sentence to ensure users find them when scanning the email.
  7. Ensure your calls to action stand out. Don't put links within the copy as it is not clear what these links are for. Put a set of clear options such as 'Find out more'; 'Apply for the course' at the end of your introduction. Make sure these link to the relevant place on your website.
  8. Use fewer, stronger images. 'Get closer, get closer, get closer' is a bit of a mantra in photography and it particularly applies for pictures used online. Images used at a small size should have a single, clear focus which illustrates a point related to the article. Images don't need to tell the whole story, so they don't need to include everything. They do need to attract the user's eye.
  9. Change 'More About us' to 'About us'. This is what users expect and is quite sufficient.
  10. Add your full registered company name, registered office address and country of registration at the bottom of every email you send. New rules on displaying company information on all business websites and communications came into effect on 1 January this year and not complying risks a fine. You can find full details here
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The Email Marketing Manual will be looking at a variety of campaigns each month in order to help marketers maximise their email marketing potential. If you would like to feature in the email marketing clinic please email us
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Email Marketing Manual is the newsletter of Pure (pure360.com).
Pure is a member of the Direct Marketing Association. As a member of the DMA we abide by the Direct Marketing Code of Practice.
Purepromoter Ltd (trading as Pure). Registered Address: 19 New Road, Brighton, East Sussex, BN1 1UF. Company Reg No:4266410.