Keep it brief with email marketing messages

Email marketing messages need to be concise in order to capitalise on the brief time people spend reading them.
Writing for ClickZ, industry commentator Simms Jenkins said consumers spend an average of just eight seconds reading marketing messages received online.

Therefore, it is not prudent to include all the information about a promotion or product in an email as those who are interested by what they read will happily follow a link to learn more, he noted.

"Assume your reader is only scanning the content when you design your message. Use bullets, white space, and strong calls to action to encourage the click-throughs," Mr Jenkins advised.

He described click-through rate as the best analytical tool for establishing the level of subscriber engagement, with strong rates suggesting the content is well targeted.

Mary Spio, partner at Gen2Media, told Marketing Vox that email is twice as effective as social media as a form of marketing.

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