‘eNewsletters’, ‘eShots’, ‘HTML email’ or more simply ‘Email Newsletters’ are often a neglected part of a company’s digital strategy. They are often seen as the less sexy end of marketing. They have been around for a long time now and although often not seen as cutting edge, they are still very much an integral part of spreading your message and driving people to your site. Here are some tips to start reaping huge rewards from a well thought-out and cannily designed newsletter.
Set some targets
What do you want to accomplish? Do you want to market a specific product? Do you want to drive users to your website? Or do you simply want to create a regular touchpoint with your audience? The key message here is to not just send a communication because someone told you that you need to send an HTML email. Nobody wants to receive an email that has nothing to say. It’s a waste of your resources and can have an adverse effect of your brand perception. If you are unclear about what you want to achieve, talk to someone – a customer, a friend or a specialist marketing agency
Turn your idea into reality
Got an idea? Great, now how do you start the ball rolling? there are many great tools out there to realise your vision but hopefully, your strategy is unique enough that the ‘one size fits all’ solutions just don’t cut the mustard. This is where someone like us come in very handy. With 10 years of experience in building for an ever-changing audience and internet, we can give you the benefit of our knowledge to help get your plan off the ground.
“If there are tools out there, I think I could do it myself”
…and you can, but beware, the technicalities of HTML email are vast and complex. There are issues such as email client (eg Outlook Express, Mac Mail) differences, just like we all experience when using different web browsers. There’s also the legalities of your mailing list. Has everyone opted in? Are you confident that everyone on the list will be happy to receive your email? And even if it isn’t for them, you have a good enough strength of brand for them not to unsubscribe permanently? These questions and more are part of the golden rules of eNewsletters.
“Ok, I need some help but don’t have lots of money, should I discount the services of an experienced digital design agency?”
Of course not. The beauty of web design is that it is all templatable. We can run through your strategies and ideas and then create various templates with visual impact to suit your needs, starting from just the one. So once you have them, it’s all over to you – the design integrity is set and you just change the content. Simple.
If you have an existing brand, that’s great, we are happy to work to any pre-defined standards you have in place. Drop us a line and we’d be happy to have a chat.