Email Marketing News and Tips

Email marketing professionals are sometimes challenged by composing email newsletters with really lengthy articles, usually requiring the reader to scroll down significantly. While it is good to provide details of products, company events, tips, etc. in your newsletter, you might want to consider the following tips:

1. Use snippets - perhaps the opening sentence - and then follow it with a “Read more” link so the reader can read the rest of it. I know this has been standard practice in the email marketing world  but I still see newsletters that just force you scroll down to continue reading. The Boomerang Professional Services team can help you design your email newsletter and a separate landing page for each article you link. We can host the landing pages on our server for your convenience. For more information on how we can help, please go to http://boomerang.com/Products-and-Services/full-service-email-marketing.

2. If using a “Read More” link, consider opening the landing page in a new window. In HTML, that code would be target=”_blank”. This way, the email newsletter is still open in another window where the reader wouldn’t have to look for it by clicking the back browser button while on the landing page. There’s also a possibility where the reader forgets about the rest of the articles in the email should the landing page be opened in the same window.

3. Dress up the “Read more” link to emphasize there is more to read. You can use attributes like color, bold, italics, underlines, and so on.

These tips should result in a cleaner looking HTML email layout. Happy writing!