11 Email
and Newsletter Ad Tips
by John S. Rhodes
I recently used this advertisement in an email
newsletter:
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I didn't think that the ad was too bad. However, after
seeing it in print I realized that I neglected a few usability principles.
Rather than going into the psychology of my advertisement, which is interesting, I thought
that I would instead offer you 11 useful tips. Please learn from my mistakes so that you
can create more user-centered email-based advertisements.
Since you are probably pressed for time, here is your
quick, bulleted list:
1. Make sure that you offer something worthwhile.
If possible, offer something for free. Give the readers a reason to visit your site, or to
subscribe to your service or newsletter.
2. In almost all cases you want your message to
be very short. People don't have time to drill into your ad for meaning.
Tell them what you have to offer and how you can help them. Remember, people often scan
for information, they don't actually read very much.
3. Be sure to use whitespace
effectively. That is, make sure you make your ad easy to scan, for URLs and email
addresses especially. Also, be aware that you can't use boldface or italics. Good
organization is critical.
4. Don't use ALL CAPS. It is bad form.
And, it is hard to read.
5. Don't make any outrageous claims. Don't lie. Don't
trick people. Ever.
6. Try to avoid selling to the readers. Instead, offer
tools and services that will make readers' lives better. Tell them how you can solve
their problems. Tell them you can help simplify their work.
7. You simply must include a URL or email link.
Be sure to effectively use links in your email ad, or your
advertisement will be lost in cyberspace.
8. Do every thing you can to match your ad to the various
interests of the readers of the ad. Furthermore, use the appropriate
language, style, and tone.
9. Make sure that you don't use more than 60 or
so characters per line. If the lines of your ad wrap, it will look
unprofessional.
10. It is a good idea to use a special URL
or email address so you can quickly view your logs to see how well the ad worked. Also,
with a specially made incoming page, you can welcome those exact readers to your site and
aid them accordingly.
11. Read the newsletter or newslist you
are advertising in. Subscribe to it, and take time to understand the nature of the readers
(and writers). This can help you know how many other ads you are competing against, and if
the readership is appropriate for your message.
Advertisements get a bad reputation because they are
poorly written and because they target the wrong users. Here's a big hint: If
an ad is well thought out and if the content reaches the right group, the ad will actually
be of great value to readers.
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