The ins and outs of e-mail marketing

E-mail marketing is proving increasingly effective as part of the overall sales and marketing effort. Using e-mail to communicate en masse with your customers has many benefits: it is cost effective, can be personalised, event-driven and tracked. But in certain sectors e-mail marketing is rapidly gaining a reputation for rivalling Internet banners and pop-ups as the new digital irritant. However, managed correctly, it can be a powerful tool and should form the core of any Relationship Marketing Programme.

The pointers below will help you make the most of your e-mail campaign.

1. The List:

Send your e-mail only to people who have requested it: Nothing is more damaging to your company brand than to be seen as spamming customers.

Always provide an Unsubscribe Feature or similar mechanism on your e-mail where people can request not to receive your mail. Offering your customers this option may positively impact your brand.

2. The Message:

Text vs HTML

We recommend plain text. It is quick to download, and easy to read and access. HTML mail is becoming more popular, but download speeds and Browser compatibility still play a part in the S.A. environment. Ask your customers when they sign up how they would prefer to receive your e-mail communications.

The Headline

The Subject or Headline of your e-mail will determine how many people open the e-mail. It is becoming harder to break through the clutter in your customers' Inbox, so you need to be inventive with the Headline if you want to catch their attention.

The Message

Spend time crafting your message - you've only got a few minutes to pull your customer in.