Email Marketing - Missy keeps it simple
Since I wrote about email marketing and the Outlook preview pane two weeks ago, I’ve been on the lookout for good examples of email marketing.
It turns out that Missy Higgins has an email marketing savvy record label. Take a look at the example to the left of the Missy Higgins concert tour email that went out on the 22nd of November.
Missy’s record label Eleven appear to have held back from the urge to make their email an art piece, and have delivered an instantly digestible message that works. As you can see,
- You don’t have to download pictures to get the message
- The headline is clear and readable
- The text is scannable
- It’s instantly apparent what the email is about.
Good job Eleven (Like the amplifiers in Spinal Tap, they really do go past ten!). It’s good that a company that’s smart with email marketing like this is involved with so many awesome new Australian artists.
Here’s an example of an email that we produced seen in the preview pane.
With this email, a form was used and pre-populated with information from the database. The key here is to make it so easy for readers to respond to the offer that the response rates will go up.
Our tips to create an effective email marketing campaign in this age of blocked images and the preview pane are:
- Use a strong text headline in the email as well as a strong subject line
- Keep any header design elements like banners to a minimum
- Make sure the body text is scanable by using short sentences, bold and bullet points
- Make sure that the email can be read without downloading images (i.e. check that it’s not all skew without the images).
From the author: How effective is your email marketing? The answer lies in your conversion rates.
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