eNewsletters are enjoying a resurgence. Yesterday’s mass media is increasingly expensive, scattered and surely difficult to measure. While there is still demand to get your message out, the supply of cost effective options dwindles.
Marketers have a variety of email campaign providers at their disposal. From web design shops to dedicated email blast companies, the industry footprint is growing. With a design, copy and a list you’re on your way.
Although marketers can turn email blasts around quickly – like everything in business – it will pay dividends if you consider some of the finer points.
- Even with opt-in mailing lists, your subscriber’s email box probably sees you as a spammer. Spend the time for usability testing to minimize being filtered before hitting the inbox.
- Don’t assume your print fonts will work in your eNewsletter. There are actually only a handful of web-safe fonts, and using one that isn’t compatible might automatically change your fonts to something your computer can read.
- Be careful with attaching files to an email blast as they are red flags that you might be spamming. Instead consider putting the PDF on your server and including a hyperlink to it.
- Test your eNewsletter against different platforms and older mail systems. Chances are all of your clients don’t have all of the latest technologies on their machines.
- Double check that your “opt out” mechanism is working properly. Worst case scenario, you can violate federal “Can-Spam Act” regulations and be sued by those you are trying to serve.
Good luck future email marketers!
Account Executive
Jeff works closely with eCrossings Media clients to develop strategy and help implement email marketing campaigns.
Jeff works closely with eCrossings Media clients to develop strategy and help implement email marketing campaigns.
