| Reggie Brady Marketing Solutions 203-838-8138 | |||||||||||
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Reggie's Articles appearing in Catalog Success 4 simple rules to live by July 2007 Email is an important part of any marketing program worth its salt. But most aren’t taking full advantage, by overlooking important advancements that can make a huge difference — not only to the program, but to your bottom line. Here are some ideas to help you make the most of your email program. It boils down to four simple rules. I’ve chosen examples that demonstrate how to fine-tune your email program and sell effectively. 1. Grab recipients’ attention – and get them to open your email. Consumers’ prior experience with you and their affinity to your brand certainly are factors in motivating them to open your e-mail. But it’s likely that your email list is receiving many e-mails from other marketers in the course of any given day. Here’s a look at subject lines that I think capture and stimulate interest. Sales, free shipping and coupons certainly do grab attention, but several of these examples simply were intriguing and engaging enough to open.
2. Say it with style Most of your e-mails feature the product or group of products you decide to showcase. Create a template so your e-mails have a distinctive look and feel. It needs to be flexible enough to serve your needs. Develop variations such as:• a one-product feature, • a one-anchor product feature followed by additional merchandise, and • a two-column design. For example, Sephora’s e-mails include a link to  an HTML version in the event that images are blocked. And above the design area, it also suggests that recipients add its e-mail address to their address books.Every e-mail has Sephora’s brand name in the upper-left corner followed by a major department listing that links to its most important site areas. Sephora uses a mix of hand-drawn images and product shots to create a distinctive look. It also uses variations of a multicolumn design. Notice that there is a good amount of text in the e-mail. If readers experience image blocking, some of the product information still will be displayed. The subhead for Sephora’s e-mail program is “Expert Tips and Tricks.” This is a smart move, because women generally want information on how to use make-up products. As long as Sephora delivers on this promise, its audience is likely to open its e-mails.  Here is a different implementation of Sephora’s distinctive look. What you can’t see: Sephora wisely uses ALT tags to name each image. If recipients position their mouse over a product, the name of the product is displayed. Also, ALT tags may still be visible, even if there are display problems with pictures. Each product shot is linked directly to the appropriate page on the site.
3. Mix it up You’ll probably run special offers, such as sales or free shipping. Use these offers strategically and sparingly. Special offers represent the perfect time to depart from your regular template and employ a “postcard” style format. Of course, your subject line is your first line of defense, but your e-mail can use a different approach. Brooks Brothers has tested various iterations of sale e-mails.
4. Experiment with animation Many marketers try this technique. One small but defined area of the e-mail contains animation, which is an excellent way to capture attention and engage readers. Usability studies have shown that the eye naturally is attracted to movement. Regina Brady is president of Reggie Brady Marketing Solutions, a direct and e-mail marketing consultancy in Norwalk, Conn. You can reach her at (203) 838-8138 or reginabrady@att.net. | |||||||||||
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of promotional e-mail. The offer dominates the e-mail; it includes branding and links to Coldwater’s most important shopping categories, so shoppers immediately can navigate to their area of interest. 
