E-blasting Toward the Holiday Season
Guest Correspondence
SRQ DAILY FRESHLY SQUEEZED CONTENT EVERY MORNING
TUESDAY NOV 10, 2015 |
BY PEDRO PEREZ
Now is the time to start working on holiday promotional campaigns and taking advantage of the power of of online resources—especially e-blast emails—to help spread the word. Whether you are a seasoned e-mail marketing pro or a novice, here are some tips you should keep in mind to increase the effectiveness of your campaign.
It’s important to have a clean and modern e-blast design, and even at our ad agency we sometimes find this challenging. During the Holiday season, time is especially short for your customers and potential customers and they will spend only about 4.8 seconds scanning your email before they decide to read further. Designing an elegant and simple e-blast that clearly states your key messages is essential in getting their attention – fast! Resist the temptation to cram tons of text in your promotions to ensure the message elicits action.
How do you decide what design will work for your business? At Nuevo, we’ve conducted countless focus groups to determine what is most appealing to consumers. We’ve found consumers are most interested in discounts, special sales and coupons this time of year. Sounds obvious, right? The “prime real estate” in your e-blasts is from the headline down to the first two or three inches of that email.
Pedro Pérez is a founding partner of Nuevo Advertising Group and an adjunct professor of Global Brand Strategies at Ringling College of Art and Design. For over 17 years Pedro has offered clients his knowledge and expertise. Pedro has always demonstrated a keen analytical sense combined with a good dose of common sense in crafting digital and online marketing strategies as part of an integrated marketing plan.
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