Today, I slammed on the brakes. I almost hit the car in front of me. I was trying to read a new billboard on my way to the office. Since it had way too much information, it was written in a really tiny font, so I needed to pay attention to the ad for a little too long. I even tried to take a photo to get the URL. I knew I wouldn’t be able to remember such a long small string of letters after the www. Was that one ‘t’ two ‘l’ a ‘s’ at the end or not?
With so much going on, using a billboard really wasn’t the best way to get the message across. Billboards require something obvious. Blatantly obvious. Something to quickly to look at, read and remember. Unlike a newspaper ad where you have plenty of time to decipher the message while drinking your coffee.
I feel the same way when I receive an email containing only one big image. Even though I understand the company owner might be very proud of its PDF flyer and wants to make the most of what he paid for, sending an image-only newsletter is among worst things you can do:
First, it’s a spammer favourite. Therefore, it does increase the odds your email will be simply blocked by a spam filter, long before reaching your subscribers’ inbox.
Second, sending an email is a UNIQUE chance to start a conversation with your clients. It’s not just a flyer placed in their mailbox or thrown at their doorstep. It’s the best way to have their feedback and, even better, get an order.
If you really like your flyer, you can add a link to it in your email, so people can have a look at it AFTER. Here are a few ideas to replace that big image with content readers can interact with:
Pick some key text and images from your flyer. For example, choose a few ‘hit’ products from your inventory. Use them to build your email layout by adding their photo and a short description. Those can be the same as your flyer. Most importantly: add links to your website where people can find more information about those products. It’s even better if they can easily order them.
Make sure your website address is a real link that people can click on so people can visit your website easily. If your website address is written: it should be clickable. If it’s not: it’s wrong.
You should send from a valid email address, so that people can reply to ask you some questions. If you want to add an email address in your text too, it should also be a link. An email address that needed to be copied and pasted is also wrong.
Add a link to your online catalogue or e-commerce store.
Add a voucher or a promo code so people can save some money if they buy something.
If you are announcing an event, add a link to the registration form or the email form. You can also easily create a Google Map if you have a brick and mortar store to help people come by.
Add some practical advice on how to use/wear/eat your products, not all at once please.
Link to your Facebook page, your Twitter or your Pinterest account so people can keep in touch with you, and hear about you in many different ways.
Ready for more? Look at our video + infographic: What makes people click?