Friday 06 June 2008

Email marketing 'very hard to get right'

Email marketing can be a very difficult thing to do successfully.

That is according to the Internet Advertising Bureau, which has suggested that while the nature of email marketing campaigns means it can be easy to organise, having the desired impact takes a lot of effort.

Ben Butler, content manager for the trade association, said that it is important for email marketers to be aware of the importance of layout, text and subject.

"The copy you use in emails is incredibly important, keeping it concise, engaging and to the point. Testing is another vital area - it is easy to blame time for a lack of attention with the building of email campaigns, email marketing is easy to do, but very hard to get right.

"You should spend a little time thinking about what you can alter on each email, to see what change in open rates you get, for example, try different subjects, try different sending addresses, move things around in the email… but only try one thing per email, so you can accurately gauge what is making the difference in open rates."

Mr Butler went on to say that "ensuring your address lists are accurate, up-to-date and segregated into appropriate groups can have an immediate positive effect on open rates".

Category: Email Marketing

Technorati tags: email-marketing email marketing very hard right