The Big Five

1) Dominant focal point.
Think Big. Think bold. Think top three inches.

Every art director knows this by instinct or education. A dominant focal point is a bulls-eye for eyeballs. It is the visual starting place in the ad.

Your DFP should be at the top of the email. Either centered. Or off to the left, the top left.

Use an advertising technique in that dominant focal point to engage viewers in the message, to encourage them, compel them to scroll down, look around, to read more. Or click now.

2) Compelling offer.
The more you give, the more you’ll get.

Here’s are some offer ideas:

Free information.
Free seminar or teleseminar.
Free sample.
Free CD, or DVD.
Save 20% if you order now.
Click to enter the contest, the sweepstakes, the prize drawing.
Click to view a short video, and enter to win a new iPod.

3) Call to action.
Make it big. Make it visual. Make it many times.

What do you want people to do, what action to take? Well get it up front, big and bold. Then mention it again. And again at the end.

Give a ‘reason whey”
Click & save 33%.
Click for free info.
Click to see video.

4) The “From” field.
Many people who receive your email with glance at the “From” field to determine whether to delete or keep your email.

You want recognition and credibility in this line. A company or Web site or person that the reader recognizes.

5) The “Subject” line:

Avoid SPAM flags such as FREE.

Use about 50 characters total, that’s 50 including spaces.

Mention "Email only" if the offer is not available at the store.

Consider traditional ad approaches such as promise a benefit or solve a problem > Ad Techniques.

Beyond the big 5.

Information architecture.
- Structure your copy to give people what they need to make a decision.

- Give a bullet point or executive summary. And a “click for more info.”

Delicious copy that reads fast.
Benefit rich copy says, “Here’s what’s in this for you. What you get and what it will do for you.”

Never use exclamation points. Emphasize words with italics or bold face. But never use all caps or exclamation points.

The look.
Keep the layout simple and uncluttered. “Keep it simple, Sam.”

Don’t jerk the reader’s eyeballs all over the page with flash banners and animated gifs.

Use a template for the layout that you can use again and again.

Be true to your brand.
Define the brand's personality, nature of the brand’s relationship with customers, as well as the visual standards and symbols that represent your brand. Then express those brand characteristics in your email communications.

Think visually.
Visual ideas frequently work faster then written ideas.

Visualize benefits. Visualize problems the product can solve. Visualize proof of your claims.

Think photographs. Think charts. Think big colorful “click here” buttons.

Personalization pays.
Get personal. As appropriate. A monthly newsletter or product offer from Dell computer would use Dear Mr. Slater.

A promotional email from your FedEx account rep would better start, "Hi Rick."

Counter objections.
Learn why people say "No". Find out why people do not respond to your offer. Why they abandon your online order form. Why they do not ask you for a proposal on their next project. Then counter those reservations.

Use testimonials. Satisfied customers.
One liner quotes. Or entire case studies. Use real people, real users, real customers in your emails.

And don’t forget..
Feature your offer up front. Tell readers clearly what they will get. Tell them how they will benefit. Tell them what to do, what action to take. Set a deadline. And provide many opportunities to take the next click.

Oh - and be sure to test the links in your email before you send it. And always use absolute URLs.