There are three important parts to a play: the beginning, middle, and end. Or put differently, the problem, climax, and resolution. These three areas may be applied to writing an effective HTML email campaign. We’ll take these items in order over the course of three separate posts. This post addresses the first issue: writing to address the problem.
Your email campaign must address the problem you wish to help. If your email campaign is “informational,” then figure out what the results would be if you don’t communicate certain pieces of information. Spend time thinking through what issue you want to remedy and then brainstorm all the ways you can fix the problem.
For example, perhaps you want to advertise a church concert. So you provide the date, time, and location for your concert. You even add the musicians’ names to create interest with your readers. You then click the send button and off your HTML email campaign goes.
The night of the concert arrives and to your dismay, you find that your church’s nursery is empty. Your church’s paid babysitters are twiddling their thumbs waiting for moms to drop off their kiddos. But there isn’t a young mom to be found.
The next day, over a hot mocha, you ponder the previous night’s situation. Then the light bulb goes off inside your head. You realize that you forgot to mention in your HTML email campaign that your church was going to offer free childcare. Oops…
This mistake could have been avoided if you would have pondered what information to include in your email campaign so that you could address the issue at hand (i.e. informing your church about the concert). By thinking through who your demographic includes (i.e. moms, dads, singles, etc.), you would have realized that childcare would have been an important piece of information to include.
When writing your HTML email campaign, keep the problem your seeking to address at the forefront of your mind. By doing so, you’ll guard against a nice-looking email that fails to accomplish its purpose.
If you need help with your HTML email campaigns, Tricom is happy to help. We have extensive experience with HTML email campaigns. To get started, ask for your free quote today.