Email has fast become the most popular form of communication in the digital age and as such can provide a potent channel for developing a dialogue with your audience. A well structured email, sent to a pertinent list of contacts (ideally pre-qualified) at regular intervals can provide a powerful addition to any agency’s marketing activity.
If successful, the benefits of producing a viral are obvious – as the communication is “pushed” to the target audience, you do not need to rely on your audience visiting your website to provide them with the latest information.
Get it right and you will have opened a powerful new channel of direct communication with your target audience.
As to the do’s and don’ts – in our view these are:
· Do instil confidence in your target audience. All users to respond negatively as well as positively – remember you do not want to alienate your audience and burn bridges unnecessarily.
· Do test your viral to numerous email accounts to ensure delivery is successful.
· Keep it clear and concise
· Don’t use plus-ins or JavaScript in HTML virals – they will not work.
· Don’t use the Cc field when sending your viral – there’s no greater faux pas than exposing all your recipients emails to each other!
Some useful pointers but a final point to consider that may be obvious but works wonders. Test the message internally to see the response. Create a viral that engages with your internal audience – you’ll be surprised at the response which sometimes can trigger a tweeked approached that makes your viral even more effective externally.
Thanks, as always, for reading.
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