3 Cures for Sick Email Campaigns
The concept of a “hands-on” workshop during a virtual conference may seem a little hard to imagine, but that’s exactly what’s planned during Direct Marketing Day @ Your Desk, a virtual show hosted by DirectMarketingIQ.com and Target Marketing magazine. At 3:30 p.m. on March 15, attendees who’ve sent in their email campaigns for review will see a live critique during the workshop titled “The Doctor Is in: Take Your Email Creative in for a Checkup.”
They will elaborate on this advice from Chicquette:
- Be catchy and concise with your subject lines. A slick subject line is going to make or break your email’s open rate. It pays to be catchy, clever and concise. Consider asking a question or providing a list of tips, for example, “5 Ways to Revamp Your Email Marketing Program.” Always be mindful of words and phrases like “Free,” “50% Off,” etc. Words and phrases like that will accumulate points that can trip up a spam filter.
- Be bold and direct with your call to action. A call to action (CTA) needs to make the recipient do exactly what its name implies—take action. Throw ambiguity to the wind and tell the recipient what to do—for example, “Subscribe Here.” Make sure the CTA is immediately visible; you only have a second to grab the recipient’s attention. Always remember to link the CTA to a landing page that’s designed for conversions. Never link a CTA to your homepage.
- Tabled HTML is always the winning bet. Whoa, it’s so 1999 that Third Eye Blind should be playing in the background. Seriously though, email clients aren't exactly bastions of innovation. Anchor your creatives in tabled HTML to ensure that they render as you intend. Depending on the client, certain elements of other doctypes may render as planned. But, at the end of the day, #8220;-//W3C//DTD HTML 4.01 Transitional//EN” “http://www.w3.org/TR/html4/loose.dtd”> is the only markup document type that is 100 percent correctly parsed by all email clients.