Which Email Format Is Most Effective?
Email format matters when you are putting together your email marketing campaign. How do you decide which format to use? Today, sending your email messages in HTML format is the norm.
Beyond that, you have a few decisions to make about how you will set up your email format to get the best results. Some of the basics include:
It has to be catchy, interesting, and believable. Quite often, the subject line will have a huge impact on whether your message is opened or ignore. Personalization is a big factor, too. Addressing your reader by name is going to boost your open rate.
Make It Personal
Once the message gets opened, you need to keep their attention. Addressing your reader by name is always a good idea.
We highly recommend using the personalization tokens in your autoresponder campaigns to greet your readers by name and give them a personal touch..
To learn more about how to personalize your messages using tokens, be sure to check out this article in our training wiki: http://trafficwave.net/wiki/index.php/Letter_Tokens.
What About The Layout?
With the TrafficWave Letter Editor, you have a lot of choices available to you in terms of how you set up your message layout. From simple single column layouts to newsletters and everything in between, you have a number of options available to you. Your formatting should be based on your email marketing goals. At a minimum, you should include a header with your logo or picture. Select the colors that tie in to your web site colors. You may even want to make your email format match the format of your web site. It will all depend on your goals. If you want to sell products, adding images and making those images clickable will probably be a good choice.
The key is to test the impact of your email format by tracking your open and click through rates. When you know what subject lines are being opened (or not) and which links are getting clicked (or not), you can begin making informed decisions about layout changes.
Keep your readers engaged by showing them how your product or service can solve a problem. Show them how to learn more with a strong call to action.
Check your results. Make changes. Test some more. The more you learn about the effectiveness of your email format choices, the more profitable your list will become.