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Salt Lake Web Marketing: Our Email Marketing Perspective

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Email newsletters can be one of the most powerful ways to market online.  Sending value-added information in an email newsletter is one of the best ways to take advantage of an opt-in mailing list.

Once we build an email list through registrations, signups and sales, we perform frequent (but not too frequent) email campaigns offering useful content to the opt-in recipients.  A successful email marketing campaign should contain features like:

  • Coupon Codes
  • New Products
  • Sales

Interested potential customers and previous customers and will be reminded of the website and incentivized to return often if the email marketing message is well thought out and properly designed.

Salt Lake Web Marketing (SLWM) can manage every stage of the email marketing campaign:

  • Design
  • Development
  • Deployment
  • Conversion Tracking/Optimization

Email marketing follows a set of standards similar to web design; these standards ensure maximum reach of our email campaigns. Below are some of the standards we follow when doing an email marketing campaign.

Message Design

We have all heard the saying “a picture is worth a thousand words” for years now, when it comes to images and email marketing things can be vastly different.  We use images sparingly as they can prevent the message from being fully seen by its recipients.

Placing all information in a single image will prevent the email message from being seen by a huge amount of potential customers that use cell phones and other mobile devices.  Using text in place of images will guarantee that all devices and mediums can display the message the way our clients intend on it being seen.

The element that carries the most weight for recipients in deciding whether or not to open a marketing email is the FROM name.  Effective use of the FROM tag can communicate that a trustworthy source is sending the email (usually the company name), whereas the SUBJECT line should give your recipient an incentive to open the email.

Medium Testing

Today’s tech savvy email readers are using a wide variety of devices like desktop computers, laptops, iPhones and other mobile devices.

A marketer that fails to adapt to current methods in which people are accessing their email will run the risk of damaging their reputation and diffidently lower their ROI. The likelihood of the prospect unsubscribing or blocking you with a SMAM filter is great if they cannot effectively read the companies message.

Account Testing

The difference in devices is only the beginning; email programs such as Microsoft Outlook, Yahoo!, Gmail and other proprietary email software all display email messages with their own standards and many times block images by default.

Some email software such as Outlook and Yahoo! display messages in small preview panes that are only about 3-5 inches long.  This means users do not see the entire message from the start; they have to engage the email to see more.

An optimized email message will ensure that the majority of your message can be read as easily as possible by every one of your recipients.

All email campaigns are designed to drive sales. We configure every email marketing campaign with that goal in mind.

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