Online direct marketing campaigns 'should be simple'

Businesses who are undertaking online direct marketing campaigns should ensure that they focus on simple and understandable calls to action, an industry expert has claimed.
Writing on B to B Online, Karen J Bannan noted that online direct marketing activities such as email messages are often what get people to click on a company´s website.

She noted that the wrong call to action or design can sink a campaign, adding that "glitzy offers that use words such as free or overuse punctuation marks can scare people off."

"If you do decide to use images in your messaging, don´t forget some of the basic tenets of e-mail marketing: alt tagging those images and making sure the text-based call to action is at the top of the fold in plain, clickable text," she advised.

Earlier this week, the Direct Marketing Association said integrating online direct marketing and other promotional strategies with TV advertising can help large companies achieve effective campaigns.

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