February 12, 2007, 12:00 AM

Tips to drive top results from Valentine’s Day e-mail campaigns

Holiday e-mail campaigns typically deliver results for retailers, and that includes Valentine’s Day. The best campaigns promote the brand and not just a special offer, says Responsys.

Kurt Peters

Executive Editor

Holiday-themed e-mail campaigns typically deliver results for retailers-even more so this Valentine’s Day if retailers follow best practices to leverage the best results from e-mail promotions aligned with Cupid’s arrow, according to e-mail marketing services provider Responsys.

“By following a few simple tips, marketers can make over even the most simple e-mail campaigns to build brand consistency, improve ROI, increase customers’ loyalty and significantly boost conversion.” says Barry Stamos, senior director of strategy for Responsys.

Among them, retailers should make sure the company’s name prominently appears in the "From" address, as it’s the first thing the e-mail recipient sees. Stamos advises against using generic “from” addresses, and recommends instead specific ones, such as “ValentinesDayNewsletter@yourbrand.com.”

The most important element of the campaign is the subject line, which also should feature the company`s name, which can increase open rates by 5% or more. Retailers should make sure the subject line text is catchy, specific and action-oriented-but also short, consisting of six words or fewer, Stamos recommends.

In the opened e-mail, images should begin 300 to 500 pixels from the top of the view to grab consumers` attention, with the company logo in the upper left of the screen. “Keep e-mail width to 500 to 600 words or it will run off the page,” says Stamos.

The dominant call to action should be above the fold . A call to action should be repeated multiple times including at the end of each content section, offering buttons and text links throughout the e-mail. “Not doing so is one of the biggest mistakes you can make because 50% of your customers read to the end of the e-mail and oftentimes there is nowhere to go from there,” Stamos says.

Among other recommendations to drive the best results from Valentine’s Day e-mail campaigns, Stamos reminds campaign sponsors to go easy on pictures and animation as some e-mail programs block graphics, and to use text that is brief and direct. Retailers should spend as much time on the creative text of an e-mail campaign as they do for all other marketing campaigns, Stamos advises, as the e-mail is communicating whole brand and not just a special offer.

 

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