An image of a business person touch an email icon

How to Build Emailing Campaigns and Newsletters

An image of a business person touch an email iconMarketing is important for every industry at some level. While there are many different campaigns that can be run for marketing, one of the most effective strategies is emailing campaigns and newsletters. There are many components that have to go into this type of campaign and they are all equally important.

One of the most important of these is to compile an Eye tracking study. The purpose of these is to give you a good look at what is working by way of increasing your conversions, and also showing you where the weaknesses lie.

There are various types of these studies that can be utilised, and each will give you a specific amount of important information.

Your visuals

It is important that your visuals will attract the eye and entice mouse clicks. Heat maps can play an important role in helping you to determine what is working and not working out with your visuals.

Videos and search

Heat maps can show which of your videos are working at holding your visitors attention. When done well they can capture the needed attention even if they are not in the number one spot of the major search engines.

Giving visitors clues through direction

Using figures that gaze towards a particular direction or an arrow pointing towards something has been proven to be very effective at guiding the intention towards a specific area.

The F Pattern

What many don’t realise with their marketing activities is that an actual pattern of reading can be formed. This pattern is called the “F” pattern. Basically what it means is that people tend to browse from the left side of the screen as opposed to the right.

How important is the fold

In email, above the fold is anything that appears on a device without scrolling. This is an area that has been much over used and while it is important it should not be the only area of focus for marketing material. Research has proven that the visitors have no issues with scrolling down the page. 

Sticking to the point

Eye tracking plays a very important role in the email marketing campaign which includes the newsletter. For this reason it is recommended that the contents of the newsletter remain short and to the point.

Headlines are important

In your e-mail campaigns the headline is the first thing that is going to be noticed. Therefore you want them to be attention grabbers.

Position and the message

The top left area is where you want to place your most important information in your e-mail.

Make it easy to scan

Most people prefer to skim over their emails and you want to be sure that your content will allow them to do this while they still gather all of the important information.

These few tips will help you to dramatically scale up the success of your e-mail marketing and newsletter campaigns. This type of marketing can be highly successful but it is important to follow the format that is proven to bring success.

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