Permission Email

The Creative

In advertising, "creative" encompasses the concept, ad copy and layout design of an advertising piece… With email marketing you have the option to send out email advertising offers in a HTML format or as plain text… Because not everybody has HTML capable email browsers so you may choose to limit your email creative to text only, which means you can't do much with design... Or you can create both a full featured HTML (graphics, forms, text formating) email offer to some and plain text offer for others… Either way, a good marketing strategy combined with exceptional copywriting can make a big difference in the overall results obtained whichever format you choose...

The “Subject Line” of your email is an area that requires special attention… Try to avoid subject lines that scream out "This is an Advertisement..!" or it will likely be deleted unopened…

Do make your subject line simple, natural and brief but at the same time implying a benefit and therefore worth opening… A question like “Do you like to travel..?” or a statement like “Discount DVDs” will be very effective if targeted to the proper list… If you are sending out a newsletter, the subject line should be the title of your newsletter so the recipients have no doubt from whom they have received the email…

Don’t use deceptive or misleading subject lines that trick the recipient into opening the email… A subject line like “Free Vacation” better be just and not a come-on the requires a “purchase of some kind to qualify for the free vacation… Doing so will apt to raise the ire of the recipients who may send a “flaming” replay to your “offer” or worst, they will email bomb (a directed effort to flood your email address with numerous emails designed to crash your (or your ISPs) email server… Either way your business will be tarnish and the recipient will likely be lost as a potential customer forever…

Focus your copy around your offer... With email it is recommend that the copy be kept, straightforward and to the point… Your goal is to make it interesting, compelling and personal without hyperbole or a hard sell…

It is essential that you include a call to action… Tell the recipient what you want them to do and ask them to do it... Some as simple as “Click Here” makes it easy for them to respond… Most email marketing campaign messages should direct the recipient to a web page on your web site where they can find out more details, fill out a form or submit an order….