The Genius Simple E-Blast
Our checklist for e-blast essentials now looks like this >>>>>
- A Branded Name and a Designed Banner
Your e-blast deserves a branded name — associated with your company Brand — a quick and easy handle so people can get their arms around it and talk about it. This is a company publication so have your designer put together an attractive banner and two column format. Don’t be anonymous. Use your company name in the format. In the time-honored Rule of Seven in marketing, people need to encounter your name and message at least seven times before they will be ready to buy from you. - From: line / Subject: Line / Salty Headline
Put your e-blast name in the From: line so the customer does not think it is a personal message from you. This just hacks people off. The Subject line needs to salt the customer’s interest. In other words don’t put an explanation, put a teaser. The same goes for the headline – salt them so they are thirstier for more information from your e-blast. - Salty Windows and Copy Driving Customers to Blogs – An effective 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 must drive customers to your expertise in the form of blogs and to your website. E-Blasts nourish the relationship between your company and your crowd, driving future sales. See our previous blog on E-Blasts – A New Role.
- Visual Appeal: Color Visuals
Visual stimulation will draw the reader into the article. Pictures can be salty as well. Look at the photos at Yahoo.com. They never tell the story. They make you want to click for more. In case html graphics are blocked you should always have a link to your full color e-blast on the web. - Company Update:
Tell your customer what’s going on with your company. A big customer peeve is you changing your staff, products, services, benefits, promotions without letting anyone know. Let your crowd know about new, exciting developments for your business — they won’t find this news anywhere else. - A Bit of Fun
Give readers something they want to read, not always something they “should” read. Let your mascot host your e-blast. - 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. Use a CAN-Spam compliant delivery system like Constant Contact.
Brand well and prosper!
Andy Cleary