9 Essential Elements of an E-blast
E-blasts are the key to maintaining contact with both current and prospective clients; we like to call it a drip marketing program. A great e-blast not only captures your crowd’s attention, it keeps them wanting more. Your e-blast must avoid the unrelenting “sell, sell, sell” posture and genuinely support, update and/or entertain your readers. E-Blasts nourish the relationship between your company and your crowd, driving future sales.
Here are 9 essential elements your e-blast should have:
- A Name and a Designed Banner
An attractive, consistent format provides instant brand recognition and reinforcement, which builds credibility. Your e-blast’s name needs to appear in the “From:” line in your e-mail i.e. “From: Orbit Design’s Encounter” so that people won’t think it’s a direct message from you or your company, open it, and then get upset. - Subject Line and Headline
Use a salty subject line and headline (they can be identical) to make the reader thirst for more information. - Visual Appeal: Color Visuals and Different Departments
Visual stimulation will draw the reader into the article. Give your audience consistent departments that they can depend on: i.e. editorial, referral or suggestion box, updates, portfolio, motivational quote etc. Place all of the important information (call-to-action, brand, logo, etc.) “above the fold” or in the top 2/3 of your E-Blast template. In case html graphics are blocked you should always use a delivery system that will send a text e-blast as a default. - One or Two Help/Support Articles
Help your crowd with special facts/tips/tricks. Let them know about helpful industry developments. - A Bit of Fun
Give readers something they want to read, not something they “should” read - Updates on Your Business
Let your crowd know about new, exciting happenings for your business. These should be topics that are exciting for your crowd, not just for internal members of the company. Also let your customers know if you are changing the way you do business and how this will benefit or affect them. - Links to Your Web and Related Sites
Make sure that readers can access your web site directly from the e-blast. You may also want to add links to other relevant sites. If you break your main article into two pieces and link out to the 2nd piece, you will be able to find out how many people read your article by the number of click throughs. - Your Logo and Contact Info
Your E-Blast should let people know who is sending the e-blast and how to get in touch with you. The CAN-SPAM Act requires a physical address on all e-blasts. - Subscribe/Unsubscribe Option
It should be easy to opt-in and opt-out of all E-Blast correspondence.
Brand well and prosper!
Andy Cleary