Email Campaigns and Images: 3 Tips

Email campaigns can be equated to hollering out in the middle of a traffic jam at a busy intersection and hoping that someone hears you. That doesn’t mean that it is completely ineffective. As you can tell, most advertising is quite effective at capturing people’s attention in the most difficult circumstances. Online campaigns also have a distinct advantage and that is the power of discerning between customers - even if that discerning factor is initiated by the customer’s request. Email campaign software is this tool. It is a tool in which campaign material is sent to users that have opted-in for receiving sales and promotional material. So now, from hollering at the whole crowd, you have direct access to the few that you want access to. Is that the end of the story? Not quite. The most difficult and time-consuming part starts now because in the online world, you have to virtually sell your product in the five minutes that a user can afford to give you.

In today’s web world, text is starting to become a thing of the past. Flash video sites, streaming video, and multimedia are taking up more space in campaign material and will continue to do so in times to come. This is probably because of the parallels that an email campaign that is heavily visual has traditional TV advertising.

Whatever the reasons, the plain text newsletter is history; so get ready to flaunt your graphic designs to power marketing efforts or at least to power augmentation of the customer database of the email campaign software. Some of the lessons from traditional, successful marketing and advertising campaigns can be used here. Look at some of the most effective, eye-catching, and memorable advertising that you have experienced in your lifetime and you will notice that imagery forms a great part of the experience.

Therefore, sitting down with a talented graphic designer as you would with an advertising executive for a briefing is of importance. Ideally, there are some basics that you should be familiar with. While text is becoming a relic of the past, it is necessary to have a sparse amount of text on screen. The image to text ratio in a marketing communication should be close to the 70:30 ratio weighted in favor of imagery. Colors should always reflect company and corporate branding and, if necessary, also the partnership branding if required.

It goes without saying that your email campaign must adhere to legal guidelines set down in CAN-SPAM and despite the allowances given by this legislation; your email campaign software uses the mail addresses acquired only from customer-trusted sources or directly opted-in by customers. Not following these rules will just end up causing spam and loss of brand value.

Email Campaigns and Images: 3 Tips
Email marketing campaigns