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Email Marketing Guide 1: Getting started

4. Getting your HTML emails right

The most successful email marketing campaigns are based on an understanding of the buying cycle of your customer or prospect and what stage they are at within that cycle. Successful HTML emails reach the target audience with a relevant message at the right stage of that cycle.

• Getting opened: That's what the 'from' and the 'subject line' of your HTML emails will do. You have only 8 seconds in which to be opened or deleted. As the readers scan down their inbox, viewing the "from" and "subject line" they generally use the 'from' to recognise the sender/brand and (maybe) open. The subject line is vital in gaining their attention and providing clues as to whether the email is relevant to the recipient - and entice them to open.
• Getting read: The content of your HTML emails has to be useful and relevant to the target audience. It should either enrich the use of the products or services or offer actual sales of products and services. Content should be written clearly, using simple language, so that readers immediately understand the benefits to them. It is also important to get straight to the point - get your readers interested and encourage them to click on a call to action. Your communication should also offer loyalty incentives: e.g. special discounts and freebies, as well as 'first to hear' type mailings. These will help build loyalty with readers and encourage them to open your communications regularly.

Follow the 5-step cycle of email marketing:

By following these steps and continually testing and improving your email marketing you will be successful in getting the maximum return from your activities.

• Test
• Send
• Analyse
• Improve
• Repeat

Related article: Why subscribers don't open HTML email?

Areas covered in this guide

• Introduction
• People's relationship with email
• Email marketing applications
• > Getting your HTML emails right
• Get started with an email newsletter