Crafting Your e-Mail Marketing Message

Most companies have discovered, or at least considered e-mail marketing as a positive addition to their overall marketing efforts. It's not hard to figure out why e-mail marketing has become so popular. Implementing an e-mail program can save companies a great deal of paper, postage, and printing costs. An e-mail campaign is adaptable to any size market, and can yield immediate, highly trackable results.

With this in mind, e-mail marketing messages should be written as carefully and with as much time and thought as any direct mail piece. Each part of your message serves a specific function, and should be worded accordingly.

Sender Address

• Your audience must be able to tell who your message is from right away. If they can't clearly identify you as a reputable source, they will assume your message is junk mail.
  

Subject Line

• Subject lines should be short and compelling, preferably six words or less. The reader should be able to tell what they are being offered right away. Your subject line is the first place readers will look to distinguish your message from spam. It's important to test various approaches. For example, the word "free" could compel some of your audience to open, but could also scare some people away. Test, test, test!
  

Body Copy: "In four seconds, this message will self-destruct."

• Four seconds – that's how long you have to engage your reader before he or she hits delete. E-mail body copy should always be straightforward and concise. Mention key benefits and your offer up front. If your main message is buried in the middle of the text, a busy reader may not get to it. Always include a clear call to action and make sure it's free from obligation. Phrases like "click here to buy" can sound intimidating when the reader only wants to learn more about the product.

Personalization

Remember those cool bicycle name-plates you had when you were a kid? And who can resist the fluffy allure of a monogrammed towel? Besides thwarting bathroom burglars, personalization can also benefit your marketing campaign. Everybody likes to see their name in print, and studies have proven that e-mail viewers are no exception.

Personalized e-mails have much higher click-through rates than mass e-mails. You can personalize your e-mails in the subject line, the greeting, and throughout the content. Software, such as EmailUnlimited (www.4officeautomation.com) and web-based services can help you with personalizing your messages. A function similar to mail merge will put recipients' names in the subject and greeting.

In our next issue, we'll further explore the possibilities of e-mail personalization.

A Word About Branding

Brand image is the single most important factor that contributes to selling your product in the market. Although brand image is much harder to track than, let's say, the results of your last direct mail campaign, it is usually the first thing your customers consider when making a purchase.

Consistency is Key
The key to a strong branding message is clarity and repetition. A message only resonates if it is clear – one point of information – and is integrated through all marketing venues.

• If you're trying to create or maintain a brand, all marketing programs should support each other. A consistent message and tone should be present in all advertising, direct mail, web sites, online advertising, and supporting collateral and promotional materials.
  

Haste Makes Waste – Especially in Branding!

• Remember that all successful brand marketing requires careful planning. Do not sacrifice future success for a quick-fix advertising scheme. Advertising before your message and direction are solid will only result in customer confusion and a "brand" of an unstable company that doesn't know what it's doing. It's better to plan your campaign carefully and launch it when your message is ready.
  
  If you are planning to move your company towards a new corporate identity, now is not a good time to step up branding efforts. Wait until you know which direction you're headed in, then proceed with full force.
  

Here are some tips from Al Ries, co-author of The 22 Immutable Laws of Branding:

• The more you expand your brand, the more you weaken it in the long run.
  
• A brand becomes stronger when you narrow its focus.
• The birth of a brand is achieved by publicity, not advertising.
• Once born, a brand needs advertising to stay healthy.
• If you can't be first, set up a category in which to be first. You can't build a name for yourself and appeal to everybody.
  

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Is 4-color advertising really worth the extra cost?

Studies indicate that 4-color advertisements usually increase response rates by 30% to 60% with a cost increase of only 20%. If you have the budget, it's best to go 4-color.

What about 2-color?

Many companies assume that 2-color advertising must be more effective than black and white. However, studies have shown that 2-color advertising does not increase the result-to-investment ratio over black and white. If you don't have the budget for 4-color, it is better to stick with black and white.

For information on how Sullivan Creative can help you with your next marketing program, contact us at team @ sullivancr.com.

team @ sullivancr.com
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