Functional html email delivers results

This article covers the many crucial benefits HTML brings to email, such as search, navigation and links back to your web site; one of the easiest two-way interaction mediums we have at our disposal.

This article was contributed by Kevan Baker from mail2grow. Kevan’s contact details can be found at the end of the article.

Use plenty of active links to relative content sitting on your Web site. Studies into this have found by adding more links – to special content or offers, related information, etc. – boosts your click and conversion rates.

Situate relative material within one click and in plain view to draw visitors into other areas of your site. Providing clear and easily accessible access to you contact details and web forms is essential.

Don’t forget to always use navigation links, subscriber management in addition to multiple product or content links.

  1. Consistent navigation

    Navigation through your email should reflect your Web site navigation exactly. As familiarity will ease them into comfortably finding the information they need from your site.

    Key shopping channels or functions on your Web site should have links from your email. Ensure you configure the main email navigation to reflect the key actions you want recipients to take from the email.

  2. Add functionality very carefully!

    Be careful with in page web forms or streaming movies. A high percentage of email clients will not render forms correctly or pass the data from an email form to your web site. We generally recommend using links to your web site for send-to-friend forms, surveys, search boxes, etc. to ensure the greatest compatibility.

  3. Ensure every email has subscriber management

    Making the process an easy one for your recipients to change their email address, update their subscriptions or profiles, unsubscribe or contact your business by email.

  4. Rich Media

    Ensure that you host any rich-media functions such as inline audio, video or Flash on your web site instead of embedding them in an email. Add a link that connects directly to these functions on your web site. Once they have listened to your pitch they will also be in the perfect place to do something about it.

    Many recipients will not have a compatible computer platform, email software or the correct version they need to view these medium properly. This is a lost opportunity.

    If you would like to know more about this subject, contact me on kevan@mail2grow.com or visit us at www.mail2grow.com

Write a comment

  • Required fields are marked with *.

If you have trouble reading the code, click on the code itself to generate a new random code.
Security Code: