Industry News
Posted on 30/09/2008
Marketers 'overlook' readers in email campaigns
Many marketers tend to overlook the reader when it comes to email campaigns, despite the fact that that this is one of the most important factors, an industry expert suggests.
According to commentator Blaine Mathieu, many webmasters create email messages with complex colour schemes, fonts and flash animation, yet forget to simply focus on the target audience.
He pointed out that people read computer screens in a different way to how they read a printed page and the average email is only open for two to five seconds before the reader takes some form of action.
Writing on online resource Adotas, Mr Mathieu noted: "At the end of the day, email is still a medium of words written for people. Words make or break an email campaign."
"In email interactions, the user, by opening the email, has made a somewhat deeper commitment and souring that relationship by serving a poorly conceived message can have lasting effects."
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Posted on 30/09/2008
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