What should your message say in your email?

Now is the time to make a decision on what your email campaign message will be. What will your message relay to your readership? We have found from our experience that if you keep your message under the same theme, your email campaign should make more sense and enhance your chances of your readership following the path of your choice.

So how do you decide on the theme, format and design of your email campaign?

A theme is not the same as a format, format is about the way your email is laid out, about the way your text and images are presented to the readership.

There are three familiar themes which we intend to set out below:

• Informational Theme
• Promotional Theme
• Relational Theme

However, just one point to note, email campaign‘s can contain multiple themes, but it is our advice that it is generally best to have just one theme within each email campaign in order to reach the best results.

Informational Themes

Education also plays a large part of winning customers, by helping them make informed decisions and this when informational themes come in to their own.

Informational themes differ from Promotional Themes as they rarely include calls to action. These themes usually include any number of articles about the benefits of your products or services and what they can do for your customers.

Informational themes tend to have the following types of content:

• News articles
• Opinions and viewpoints of the writer
• Event calendars
• Frequently asked questions (FAQ’s)

Promotional Themes

Best used when you want to persuade your readership to take a specific path or action. Below are some examples of the items you may wish to include in a promotional theme:

• Coupons and rebates (discount codes, free shipping, special offer)
• Event calendars (up and coming special events, sales dates)
• News articles, stories and testimonials (Usually related to the products or services you are selling)
• Frequently Asked Questions about your products and services

Relational Themes

Much like you would in person, relational themes are used to deepen existing relationships with customers and client, and these are usually a one way communication without the need for call to action.

These themes may include such things as:

• Greetings and acknowledgements, birthday, wedding and birth messages.
• News or Stories about personal experiences from you and your staff
• Thank you messages

So choosing the right format can make all the difference to the response that you see from your email marketing campaign. So bearing in mind the different types of theme, you should consider what the expectation of your recipients will be when deciding which format to choose.

For instance we have found that recipients of a newsletter will expect the information to be informative and not to be a sales pitch.

However, promotional emails are expected to have a sales message within them.

Can I get help with choosing the right email marketing theme that is best for my business?

Yes, If you would like to discuss which theme your email campaign should take please feel free to speak to either Dylan or Carl today on 08444 123 173.