« Structuring Your Email Newsletter | Main | Who Wants To Read Your ENewsletter? »
May 02, 2007
Your Email Image
How can you ensure your e-mail marketing campaign is successful, does not annoy your best clients, and does not break the law? I recently attended a workshop with award-winning author and e-mail marketing consultant, Jeanne Jeannings (author of The E-Mail Marketing Kit). She outlilned NINE KEY CONSIDERATIONS for designing an email marketing campaign. So far, we have covered the first four: Deliverability, the "From" line, the "Subject" line and the Preview Pane. Today we begin with the First Screen of your online landing page.
Your First Screen -- Your email newsletter should draw people online to view the entire message. When they follow a hyperlink to your online newsletter, be sure the first screen they view:
- Starts with an engaging opening paragraph;
- Is clearly from a real person or group; and
- Includes a book-marked table of contents.
The Look and Feel -- Remember, your email newsletter is your Public Image, and you only get one chance to make a First Impression. The look and feel of your newsletter conveys even more about you than the content. Make sure your email newsletter:
- Is engaging to the eye to draw people in;
- Is entirely consistent with your Website;
- Uses images to support the message, not distract from it; and
- Is short and skimmable.
Check back soon for the rest of the tips!
Did you know that IMS offers two versions of electronic newsletters? Both versions are:
- Fully customizable with your firm branding,
- Professionally written and delivered as web-page type documents,
- Distributed through a dedicated distribution service,
- Are interactive,
- Include links bringing visitors to your Website, and
- Suitable for use with professional advisors, clients and prospects.
We do not send, and do not recommend sending file attachments of any sort with (including Adobe Acrobat files) with your enewsletter. File attachments will annoy your readers, not delight them! They don't show up in the "Preview Pane," require too many "extra" steps for the user, download slowly, are not "instant open," and cannot be tracked through an e-mail server. If you store them on your website, search engine crawlers will not index them for key words -- so they do not help your directory rankings the way a web-page style newsletter will. And remember that sending "bulk e-mail" from your law firm is a great way to get the whole firm (AND your ISP) banned for abuse! Try explaining THAT to the managing partner!
Click here to send an email request for an ACTUAL SAMPLE of an IMS client e-newsletter.
May 2, 2007 | Permalink
