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You are here: Home / Small Business Marketing / Email Marketing and Newsletters – What You Send Is Not Always What People See

Email Marketing and Newsletters – What You Send Is Not Always What People See

January 13, 2013 by Jan Kearney

does email marketing work for you?Do you use email marketing or newsletters to keep in touch with your prospects and clients?

It’s a question I’ve asked several times this week, both over coffee and in email chats.

Most of the time the answer is no…

On the occasions it has been yes, it’s yes but…

Email Marketing Works (Better Than Search & Social Too!)

I’ll hold my hand up here. Email is not my forte. I should practice what I preach a LOT more.

Oddly, email marketing hasn’t been mentioned much here on the blog. Probably because I know I should do it more and feel a bit of a fraud chatting away about it.

Despite my lack of emailing, I still do some and it does work. So once again, I’m proof that perfection is not necessary!

There’s an increasing trend to send nice, pretty email newsletters with graphics. The “Yes, but…” crowd above know first hand that pretty doesn’t equal effective.

I use Getresponse to manage my email list. There has always been the option to send HTML mails. Now as soon as you enter the create newsletter section you’re faced with even more templates and styles.

You even get to preview how your newsletter looks on 20 email platforms.

So, why do I always send plain email?

It’s still HTML so the open and click rate tracking is still there. I use no graphics, no logos, no fancy stuff.

It’s not because I am graphically challenged!

It’s simply because plain works better for me.

That’s possibly because many email clients turn off images as default.  Often the email you think people are receiving is not what they actually see. Let me show you an example:

Email I see

Email I see

Email newsletter, not a great start!

Email they think they have sent me

email newsletter what they think I see

Very nice – but pointless

There is actually text on that email but it’s shoved so far down the page I need to scroll. I’m busy, I am sure you are too. You need to grab me in that first paragraph.

Whether it’s email or your website, using graphics to replace text is not a great idea.

What’s surprises me is recent stats state that 65% of people prefer email that’s mainly images. Obviously, I am one of the 35% who prefer text emails.

BUT

I have tested plain emails and fancier newsletters with images. Not huge tests, granted. But tests nonetheless. And for me, plain email gets clicked through more every time.

For the, “Yes, but…” email marketers out there try something simpler. Forget the columns, the pictures and multi-coloured newsletter style mails and give single column text only emails a go.  Test it and see which format works best for you.

All the “No” people…

What are you waiting for? Email isn’t dead and won’t be for a long while!

Over to you…

Do you use email marketing? How do you prefer to send your emails? I’d love to hear from you in the comments.

Email Marketing and Newsletters - What You Send Is Not Always What People See by Jan Kearney
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Filed Under: Small Business Marketing Tagged With: email marketing, Small Business Marketing

About Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
Connect with me on Google+, Facebook, Pinterest

Comments

  1. Jo Harrison says

    January 13, 2013 at 1:18 pm

    This is something I am looking at changing Jan, I always worry that people are getting a load of gobbledegook!

    • Jan Kearney says

      January 13, 2013 at 1:29 pm

      Hi Jo, I’d love to know if a simpler format works better for you too. Thanks for popping in and your comment 🙂

      • Jo Harrison says

        January 13, 2013 at 1:30 pm

        I’ll let you know! 🙂

  2. Bonnie Gean says

    January 13, 2013 at 1:37 pm

    I never cared for graphic newsletters. I”m with you – stick to text!

    • Jan Kearney says

      January 13, 2013 at 9:53 pm

      I don’t like receiving them, Bonnie. And creating them takes longer too.

  3. Ginny Carter says

    January 13, 2013 at 3:08 pm

    It depends on what the email is promoting, I think. For businesses like ours, plain is probably best. For a consumer branded product, for example, images might be much more important.

    • Jan Kearney says

      January 13, 2013 at 9:52 pm

      I’m not a branding fan, Ginny. I guess it’s different when you’re Apple, or Nike or Coke etc. But for us little guys, I’d rather get my message across than worry about colours, logos and looking good.

      It’s one of those, “test it and see what happens” times 🙂

      • Bonnie Gean says

        January 14, 2013 at 3:31 pm

        Your brand isn’t just the logo dear heart. In your case, you can brand yourself as the WordPress authority.

        You may not feel inclined to call yourself that – but it’s what I see when I come here to this blog.

        I’d venture to say that others see it too!

        • Jan Kearney says

          January 15, 2013 at 10:10 pm

          I know, Bonnie 🙂 But people seem to think a logo and company coloured emails are important. It’s the words that matter 🙂

Meet Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
Connect with me on Google+, Facebook, Pinterest or Discover More About My Local Business Online…

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