"Think like the customer" with email campaigns

31st January 2008

Businesses which put themselves in customers' shoes when designing an email campaign will do well, it has been claimed.

The Chartered Institute of Marketing has advised firms to make emails as personal as possible, which is easier if it is a small company.

David Thorp, director of research and information at the body, said that offering an incentive such as a prize draw or a discount is also a wise move.

He continued: "Make the incentive as irresistible as you can, and again, wherever possible, tailor it to the customer you're targeting. Give the incentive a time limit, to motivate the recipient to act quickly."

Mr Thorp also recommended ensuring all emails are of high quality and made up of concise, clear and interesting copy.

MediaPost blog recently advised companies to use search engine optimisation when designing email campaign editorials as this can be a good strategy for gaining new business.