EMAIL MARKETING

As email has become such a ubiquitous business tool, it stands to reason that it is also an extremely effective means of reaching your existing and potential customers, organisation members, suppliers and partners. Due to it's daily use in the workflow of most office based workers, email is applied primarily as a text medium for fast communication and immediate access. The email inbox has become a personal space that has a powerful reach to the recipient. If the recipient has invited you to their inbox by subscribing to your email list, it is important to respect their space by ensuring that your emails are readable regardless of the email application being used by the recipient, offer substance in terms of its content and rewards the recipient. If delivered correctly, the email campaign can be a catalyst for increased word of mouth communication.

Recent research has also shown that email delivers a high return on investment due to its cost effective distribution rates, time to delivery and the flexibility to guide recipients to purchase points.

Email Campaigns

Email campaigns are an effective complement to offline events, lead generation and customer reward programs. Some email campaign concepts that you can use include:

• Regular customer/member updates
• Special offers to customers
• Industry insights and information sharing
• Invitations to events
• Competitions

Challenges of The Email Medium:

Diverse Email Applications: While the browser world is dominated by the likes of Internet Explorer, Firefox, and Safari, email applications are significantly more diverse in terms of the HTML engines on which they run and what web standards they adhere to. It is important that your design and delivery methods take into account this diversity and accommodate as many of these applications as possible. Indeed, your design should always provide recipients with an online alternative and provide some level of information regardless of the limitations of the recipient's technology, application or set up.

Copywriting: Depending on your target audience group, the way a customer reads email is different to the way they view a newspaper ad and different to the way they read a direct mail letter. To ensure your recipients get immediate satisfaction from opening your email it is important to understand what is important to them and to provide access to that information in a quick and easy format to understand and to be consistent in your delivery of information. Recipients establish patterns of information structure and form expectations about where they will find their preferred piece of information.

Spam & Privacy: In Australia, Under the Spam Act 2003, it is illegal to send unsolicited commercial electronic messages. It covers email, SMS, MMS, and instant Messaging (iM). To avoid sending spam, it is important to meet 3 criteria: express consent has been granted by the recipient, the sender is identified clearly and accurately, allow recipients to unsubscribe from all future messages.

Our Services

Fatpublisher can help you create your e-newsletter campaign by working with you to create:

• Email design (plain text and visually rich email),
• Email distribution including subscribe and unsubscribe facilities
• Online versions of the email
• Online registration and landing page design
• Lead generation through online forms
• Website integration
• Link tracking