Has the Email been Properly Designed?
Although email is used as an informal communications tool, email marketing must be designed with the same care and attention to detail as every other marketing piece developed by an organization. If it looks like it was thrown together as an after thought, the recipients will treat it as such. However, campaigns that have a clear and simple layout, yet keep corporate branding in place, let the recipients know that the email is from a trusted source so they are comfortable opening and reading the messages. A clear and simple design will also help the message avoid spam blocks.
Well designed email campaigns include call to action buttons that make it easy for the recipients to unsubscribe, forward to a friend, and contact the sender’s company. Other factors to consider when designing the campaign include the use of color and graphics, the pros and cons of HTML messages verses plain text messages, and the appearance of the message in different email clients, which is discussed later in this white paper.
For more information on HTML verses plain text messages, please read Listrak’s white paper “HTML or Text: Practical Advice on Campaign Formatting”. Also, changes have recently been made with the way that Outlook 2007 renders emails. To be brought up to date on these changes, visit http://msdn2.microsoft.com/en-us/library/aa338201.aspx.
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