I was reviewing a new email software platform called pbSmartConnections from Pitney Bowes today. This competes with iContact and StrongMail.
I did a review of 9 different email programs in 2007, but because I use Constant Contact and Mail Chimp, I wanted to compare it to those two as well.
I’ll post the comparison in a few days, but wanted to share something I really liked on their site: a check list for creative to create an effective marketing email. This is a good idea no matter what email program you use.
Basic rules of thumb to follow:
- Use less than 5 Trigger Words (Sale, Clearance, Discount, Buy Now, Apply Now, Earn Money, etc.)
- No spelling errors
- Avoid using capital letters
- Your text version should match your HTML version
- Avoid using a red font (or any red-based hue)
- Avoid using a large font size (anything over 12pt)
- Use the same size font throughout the entire Creative
- Use the same font face throughout your entire email Creative
- If you choose to bold some type, do so very minimally, if at all
- Avoid using the % and $ sign within your copy
- Avoid highlight copy
- Copy to Image Ratio 1:1
- Make certain your subject line is clean of spam word(s), concise and directly relates to the intent of the message
- Keep subject lines under or close to 50 characters in length (including spaces)
Example using 36 characters: Stylish Summer Trends - June 1, 2009
I found myself wondering “why not” on a couple of these, so I am probably the one that a checklist like this is directed to!
3 Email Marketing Questions for You
1) Which service do you use?
2) Do you use a check list for your email marketing?
3) What is missing from this list?
