Email's ubiquity and low cost make it a great tool for small-business owners to communicate with customers and potential customers. Unfortunately, the electronics arms race that has ensued between spammers and spam-filters requires entrepreneurs to think strategically about the design and content of such broadcasts.However, even if your message has made it past the spam filter, there are still lots that can go wrong. Here are a few tips on getting the most out of your email marketing efforts.
1. Carefully consider the way you use images. In many email clients, the default settings automatically block embedded images, so don't rel solely on images to convey important information. Make sure any vital information that appears in the images (such as our phone number or other contact info) also appears elsewhere as text. Whatever you do, don't send emails that include only images or images with very little text.
2. Use a table of contents in lengthy message. If the content of the email comprises more that a few short paragraphs (for example, in an eNewsletter), include a Table of Contents so the recipient can easily locate topics of interest.
3. Test, test, test. The best way to avoid formatting errors is to view the message in as many email clients as possible, including Outlook, Outlook Express, iOS (iPhone, iPad, etc.) Thunderbird, Gmail, Yahoo!, Hotmail, and Windows Live. Set up your own unique email accounts in as many of these as possible, and send a test version of your email before releasing it to the masses. For an automated method of doing this, consider using a tool like Campaign Monitor.
4. Don't forget to include a Call to Action. You don't want your recipient merely to contemplate the content of your message. You want them to DO SOMETHING! Whether that action is to call you, email you, or visit your website, now is not the time for modesty. Ask and you shall receive!
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