Customized Email Marketing

An effective commercial email is a well conceived, superbly timed, and, above all, expertly designed piece of marketing that is focused on accomplishing one thing: Getting a customer to take action.

According to the Direct Marketing Association’s 2009 study, commercial email returned $43.62 for every dollar spent last year. Compare that to an ROI of $21.85 for Internet search advertising, $15.22 for direct mail and $7.32 for catalogs.

The Perils of Poor Design
“Fantastic!” you say. “Let’s crank out an email right now and blast it to our list. After all, emails are easy and anybody can do them.” Not so fast. While it’s true that millions of emails are exchanged daily, only a tiny fraction are well enough designed to grab a customer’s attention and get them to make that all important click that results in a purchase.

It is important to know quality design is NOT just about a snazzy picture, cute turn of phrase or a colorful graphic (though these might be part of a well-designed email). Rather, good design depends just as much on advance planning and strategy and careful selection of elements to achieve the desired end.

Remember, the competition – and clutter – is fiercer than ever. if your email is sloppily designed, annoyed customers will quickly unsubscribe from your list. Don’t waste your chance to enjoy an ROI of $43 to $1 or more simply because you decided to do it yourself.