Small and medium businesses (SMBs) have been advised to keep the messages in emails short and simple.
An email marketing firm, Avenue A/Razorfish, has advised firms to add a personalised feel to their emails and "reflect the voice" of the firm, reports BusinessStrata.com.
For SMBs it may make sense to get a third-party managed email provider to cater for the content or artistic element involved in email marketing.
"But don't believe you are automatically a creative artist when you aren't. Use templates, and use what's already created and then customise it... There is no sense in trying to recreate the wheel," David Baker, vice president of email solutions at the firm, told the website.
Firms have also been warned the timing of their email may have a large impact on the effectiveness of it.
Rebecca Burn-Callander from Real Business told the website customers may be more susceptible to the message in the email at lunch time and this should be considered.
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