Email marketing offers some of the best return-on-investment for those marketing their businesses. Here are some tips from Laurel Woods, one of the instructors for PCA&D’s new Email Content Strategy & Design class and the Manager of Copywriting and Content Strategy at Listrak.
- Think mobile. An average of 50% of emails are opened on mobile devices, so remember to include mobile-friendly design in your strategy.
- Be concise. Your landing pages should contain the bulk of the information you want to get across, and your email should just be bait. Keep your copy short and sweet, and remember to include enticing calls-to-action.
- Use skim-friendly design. You have an average of 3-5 seconds to grab someone's attention after they've opened your email, so make sure your design and copy accommodates the skimmers. Anyone should be able to open your email and within 3 seconds know the #1 most important thing you're saying and exactly what you want them to do.
- Subject line is king. If you don't get the open, you've wasted your time. Craft something creative that stands out against the inbox clutter.
- Always test. Industry averages are good places to start, but to really get to know your subscribers, conduct single-variable a/b split tests. Don't forget to use the results!
PCA&D’s new Email Content Strategy & Design class is designed to help those involved in marketing, from small companies marketing their own business to ad agencies needing to keep skills current.
This class covers the steps in creating and improving successful email marketing programs, including, researching your brand, translating that research into content goals, building a strategy around those goals, writing marketing copy, and designing, action focused emails that engage and strengthen relationship with customers.
The class will be held Mondays, 6-9, starting on February 1. The cost for this one-credit class, part of PCA&D’s five-course Social Media Marketing Certificate, is $460. It will be taught by Laurel Woods, and Alannah Grimm, both from Listrak, a local nationally known e-mail marketing firm.
Other courses offered for the Social Media Marketing Certificate during the Winter 2016 term are Introduction to Social Media Marketing & Communications and HTML & Website Design. The Certificate addresses how Digital marketing, including e-mail, social media platforms and the internet has revolutionized the way of doing business. Learn more and register here.