Mailing Lists Info and Advice

The quality and content of your regular email communications with your mailing list contacts is very important, it’s not just about the message you want to communicate. Its about communicating the message in the best possible way, reflecting quality and trust in your organisation. Below I have included some examples of emails and will discuss the good points from each:

Amazon

• They have gone for a balance of text and images, as sometimes email software will not display images correctly or show them at all.
• They have noted that I have browsed their rage of “Home, Health and Garden” so they have sent me offers which are specific to this category
• It is clear that these are their Spring Deals, so I understand why these deals have been sent to me at this time.
• They have included trusted brand names within the products on offer.
• Clear links to the main categories of products on their website are contained
• These are the spring deals, but right at the top I have a link to the “Deals of the Week” which reminds me of the value Amazon can offer.

Dolphin Music

• A clear discount message with an incentive to encourage me to visit soon, because stocks may not last!
• It’s clear and to the point, not too much reading and a balance of images and text.
• The main products on offer and “Best Brands” are included
• A simple template which can be easily updated only requiring the use of a graphics designer for the images, which reduces cost.

Expedia

• A clear contact telephone number
• Links to areas of their website
• As this is a image heavy email, a clear message has been included to ask if I am having trouble reading the email and can click through to a web based version
• Clear contents of the news letter, which will appear above the fold of most email clients.
• It’s their April Offers so I understand why they have been sent.
• Holidays create memories and images help remind you of previous experiences and to imagine what it could be like to sit on a beautiful beach.

photobox

• A clear discount message is included at the top of the email
•  As this email is very image intensive, it’s good to see clear text ‘Quick Links’ included
• Two discount codes are included with an incentive to purchase before a certain date
• A sign in Link is contained at the top of the email, so I can easily sign into their website

TIS

• A standardised template which can easily be reused and only the text modified
• Clear telephone numbers included at the top of the email
• Images used to promote a emotional response, I see happy people and pictures of destinations and it encourages me to relate to the experience offered.
• Cheap lead in best deal prices are shown, which makes the products on offer look affordable for a cheap break.

As you can see email correspondence varies across all the emails, each have their own merits and could also learn from each other’s examples. Compare your e-Marketing messages with your competitors and from organisations which are in a total different industry to your own emails should be constantly evolving to promote effectiveness.