Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 6: Crafting E-mail Creative
Chapter at a Glance
Overview
This is a practical chapter which highlights the different options for developing e-mail creative from the e-mail attributes (headers), through the structure, style and tone of the message body, to its form (HTML and text).
Chapter objectives
By the end of this chapter you will be able to:
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evaluate the effectiveness of e-mail headers (From, To, Subject line and date)
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assess the suitability of e-mail structure and content
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discuss specific design issues for e-newsletters.
Chapter structure
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Introduction
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E-mail usage constraints
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The HTML versus text decision
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E-mail structure
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E-mail headers
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E-mail style and personality
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E-mail body content
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Copywriting
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Calls-to-action
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Landing pages
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Testing creative
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E-newsletter design
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How not to do it
Introduction
Producing e-mail creative presents a new challenge for direct marketers. But many of the challenges are not new: the limited time to achieve an action is not new; the need for a powerful opening and an appealing offer is not new; constraints of cost and space are not new. However, there are some major differences in the delivery platform that make significant differences, in that we are talking virtual and not physical. How long does it take to assess and discard a direct e-mail compared with a direct mailer? How many other direct e-mails are we competing with? According to a 2002 DTI survey (Parenting suffers in e-mail overload, Monday 20 May 2002, http://news.bbc.co.uk/1/hi/sci/tech/1998334.stm) the average UK employee spends...
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