Direct Email Marketing: Anatomy of an Email
I recently came across an article in Dynamic Graphics magazine that dissected the anatomy of your typical Direct-to-Consumer email blast. Within this article were a few insights that were new to me, as well as some tried and true golden rules. Allow me to boil down a few points that I enjoyed reading.
- The Subject Line: This is your topic, and it is as important as a headline in traditional print media such as a newspaper. This may be the only attention grabber for email recipients who are quick to delete messages they don’t immediately recognize as personal. Make it tasty, folks!
- The Sender Line: Make sure to send from an address like email@example.com, rather than firstname.lastname@example.org. This conveys a professional feel to the recipient.
- Even though it sounds like an MC Hammer Single from the 90’s, “Can’t Read This” is actually a great way to avoid lost opportunities when recipients cannot read your email because of technological setbacks. In the event they are using a problematic viewer such as Hotmail, they will still see a textual link near the top of the email that will link to your site so the consumer can view your wine content in all its glory.
- Above the Fold: Key content such as compelling imagery (always linked to a product or service of your winery, this isn’t only a beauty contest!) should always reside “above the fold”. This means the more important the information you would like to add to an email (or your site for that matter), the farther up on the page it should be. This guarantees that your viewers will not have to scroll to see items such as your wonderful wine specials, events, etc.
That’s all for this installment. Stay tuned for next time as we get to know Direct-to-Consumer emails in even more detail!