Effective Marketing Email – Four T’s



First impressions always count. The base for any good quality email campaign is the design; it is the first thing people notice. If you have a dull, grey design it will not get your customers excited, whereas a bright but professional design will begin to interest them. Great marketing emails need to include personal messages and designs to attract your target market and being specific to their needs. For example consider the clarity of your message, relevant content and the aesthetics of your template. Spending plenty of time laying this foundation will, in the long run, create a greater response and then stronger customer relationships.


Testing is crucial to getting your email marketing systems out to your preferred market. It saves your reputation and is so easy. Test in several email providers to see how your email will look in different readers like Google, Yahoo!, Hotmail and Outlook but now also on mobile readers such as Windows, Blackberry and HTC. Firstly send your email to a group of colleagues and test one variable at a time for example spelling, grammar, image display, links and SPAM features. Another easy way is through a campaign preview feature such as LitmusApp which identifies your content and tests against SPAM filters.


Timing is crucial for when you send out your email marketing service. You may have done everything right; you have tested, customised to the reader’s needs and to your business goals but you are still not getting the results you had forecasted. Aim to not send emails over the weekend, on Mondays or on holidays such a Christmas etc when people usually ignore marketing emails. Also avoid sending at the beginning and the end of the day when people are busy with other emails and tasks associated with work, but send during the work day whilst your prospective clients are in front of their computer. Emails that pop up after inboxes have been cleared out at the beginning of the day will be the ones most likely to be read.


You should always track your marketing emails that have bounced and ones that have been opened. Tracking is different to testing as you are analysing the results of your campaign, whether is be testing whether you marketing email has reached the intended recipient and whether it had been opened. This provides a world of information for list management which you can use to target your audience. You should embed tracking codes within your emails to get to know the information your customer’s want to know and what additional links they visit.

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