Email Advertising Campaigns

Writen by Richard Romando

Email is one of the most popular advertising tools available today. Many marketers, from banks and mortgage companies to electronic and cosmetic companies, are using email advertising to further their businesses. The Internet has become a very good tool for marketers and buyers alike. It is the cheapest, fastest and most efficient way to get a message across. Email advertising has thus become a very important part of the marketing mix.

Email advertising campaigns, just like traditional advertising, have to be very attractive to grab the viewers’ attention. It is very easy for a person to ignore an email advertisement, since most users sift very fast through their inboxes without even glancing at any subject line that looks even remotely like an advertising mail. Hence, email advertisers have to make the subject line appealing so that it prompts the person to at least click on it. The subject can contain the name of the company or product, as this will be more familiar to the recipient. Within the message, care should be taken not to make the mail look like a spam. Usage of too many exclamation marks, “$” symbols, capitalized sentences and other funky gimmicks may put off the recipient. Ideally, the message should trigger an action, like linking to another URL or an easily downloadable file, a quote request or another email or phone call in response.

Creativity is very important to retain the reader’s attention. Clich้s should be avoided, as they look too familiar to the reader. Too many links and URLs in the message may also confuse the reader. Describe the exact page where the link is likely to take the reader when clicked. The use of audio files is also another attractive option, but make sure the audio is clear and in the right place. The most important thing to remember is that only solicited mails are likely to be opened by recipients.

The return on investment (ROI) from an email advertising campaign can be complicated to calculate. Each email may cost anything between 15 cents to 40 cents. If the click through percentage is around 10% and the purchase percentage is around 1%, then the minimum cost of each sale would be $0.15/ (10% X 1%), which comes to $150. If the email cost is higher, the cost of each sale would be much higher. There are many companies that specialize in email advertising campaigns. Suppliers can take the help of these companies or they can even design their own email advertising campaigns in-house.

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