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One of the most popular methods of online marketing is the use of email to send out marketing material.

It’s key to personalise the emails sent, but writing individual messages to your database of contacts is an ineffective use of time. The solution is to use email marketing templates. These already existing emails can be modified for each campaign. It will seem like you’ve created a fresh email, and save you a great deal of time in the process.

Email marketing is popular because it’s a relatively low cost marketing method that offers a high rate of return on investment. A recent study by the Direct Marketing Association found that email marketing generated four times the amount invested.

Email marketing software can integrate and segment databases, and offer options to personalise the emails including inserting the recipient’s name. It also provides a wealth of data which can be studied. Detailed information about who has opened the email, which link they have clicked on and whether they visited your website is all provided so you can look at exactly how effective the campaign has been. This is particularly useful for follow up campaigns, in which you can target the people whose interest has been grabbed by the first mail out.

It can also be used as a way of communicating with existing, old or potential clients in the form of an electronic newsletter. It’s a great way to spread good news about your latest product or service, or simply keep them up to date with what has been happening.

With a few clicks of the mouse your marketing material can be sent, instantly, to thousands of people. Any bounces will be recorded. Sophisticated software will actually clean the database each time you send something out, removing any incorrect email addresses.

It certainly beats waiting a couple of days for the same information to arrive by post!

We all know the saying about a picture being worth a thousand words, or, if you were Confucius, a thousand pieces of gold, but that doesn’t mean it is correct. Try an experiment at home.

Turn on a commercial TV channel and when the adverts come on, mute the sound. For the next commercial break, close your eyes and then ask yourself which made more sense. On the assumption that you didn’t leave the sound off it would probably have been the latter.

The use of images in direct email marketing is not without its problems. Many email service providers block images so you might think that it is not worth all the aggravation. Why not go for text only from the start?

Any quality company supplying email marketing software will provide some form of email template with the facility of including pictures so there must be some reason for their inclusion. Most would want their logo prominently displayed if only to reassure the reader that it is worth them continuing. But what others to use?

For some products the image almost chooses itself. If you are selling chocolate then there can be little harm in including a picture of it drizzling over a profiterole. It would grab anyone’s attention. If your offer of a Caribbean holiday has no sunset over water then you might be missing a trick.

The prime function of the image is to encourage the reader to read on. It is the shop window. People see something that looks good and they want to know more. Whilst the general rule is that all else should be sacrificed to that end, there are one or two exceptions.

The main one is that the picture must have some relevance to the offer. A picture of the Northern Lights might be extremely pretty but not for a tour of the pyramids. The image will make the reader want to know more about what it displays and you will irritate them if you fail to do so. So play fair with them.

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