ChemArt Blog

As you all know, email is an important part of any marketing program worth its salt. But it seems to me that most aren’t taking full advantage. Why? There are a number of advancements in email marketing, and overlooking them may not only hurt your program, but also your bottom line!

Here are some ideas to make the most of your email program. In a nutshell, it’s four easy rules:

1. Grab the recipient’s attention – and get them to open your email

People’s prior experience with you and their affinity toward your organization are certainly factors in motivating them to open your email. However, your email is hardly going to be the only one they are going to see.  Therefore your subject line is going to be of great importance and becomes your first chance to attack!  However, we must remember that the “From” line is the #1 factor that drives open rates, and your subject line is the second force.

2. Say it with style

Create a template so your emails have a distinctive look and feel. It needs to be flexible enough to serve your needs, but easy enough to maintain your brand’s style.  You’ll want to include a link to an HTML version in the event the images are blocked (why would you want that after putting in all that time?).  Better yet, write descriptive action-oriented text in the images’ alt-tag so the message is getting across with or without your images!

3. Mix it up

You’ll probably run offers or announce important events from time to time. Use these devices sparingly as a departure from the traditional look and feel of your email.  But you also don’t want to flood anyone with emails, that’s how you make your way to the junk mail folder.

4. Experiment with animation

Usability studies have shown that the eye is naturally drawn to movement. But use sparingly or people will get used to the device and tune it out, as many have for web banners with advertising the top and sides of web pages (does anyone still shoot the duck?).

What sorts of ideas have been successful in your organization in creating effective email programs?

Check out more marketing and fundraising tips.