Email advertising has become very common these days. With the increasing use of the Internet by all types of people, marketers are realizing the advantages of capturing peoples attention through their inboxes. Email advertising is cheap, fast and very efficient. It is also found to have a faster response rate than traditional mail order advertising. Recipients can acknowledge an email advertisement with a simple click of the button. Today, every company from cellular phone providers to physicians to real estate companies is using this as a part of its marketing mix. Email advertising is most effective if it is sent only to solicited email addresses. This includes people who have opted to receive any offers through email. Unsolicited emails, also known as spam emails, are outlawed. Even solicited email advertisements should have an opt-out option that enables the recipient to block any messages from the company in the future. Make sure that the un-subscription option works effectively. Email advertisements have to vie with several hundreds of other emails to attract a recipients attention. A distinguishable and striking subject line is the first step in doing so. Special offers, discounts, newsletters, and the name of the company or brand are some of the things that can be contained in the subject line. But do not overdo it, as the use of very funky language or too many !! marks or $ symbols might make the message look like spam. Some filtering tools are designed to block all messages that contain these symbols. The message has to be short enough to prompt the viewer to view it, and long enough to contain all the relevant information. The language used should be upbeat, to perk the readers enthusiasm. Providing visible links to the companys website or related pages would help the reader navigate easily. Including attractive offers such as first 100 responses will receive a gift or other such deals may also trigger some response from the recipient. A properly worded message would be mutually beneficial to both the company as well as the recipient. The message should also be changed once in a while, to avoid monotony. Conducting trial runs is a good way to know the effectiveness of the campaign. Sending the emails between Tuesday and Thursday would be ideal. There are many professional email advertising companies today that offer to design and send email ads for a fee. |
