7 tips for great HTML emails

HTML emails are popular for promoting business advertisements in online marketing. Whether you're sending an email newsletter or special promo, you can count on HTML to send a visually appealing message. Here are some ways to get the most out of the email advertising messages you send:

• Know your audience. Track their buying behavior, know their price sensitivity, know what types of products they usually buy, etc.
• Be aware of the source of the names you're emailing. You'll want to tailor your offers based on the source of the names.
• Make the right offer, to the right group. "Free" subscriber lists perform differently than your paid house files will.
• As in direct mail, use strong, response-oriented copy. Don't just use email as a way to market products to new audiences or current subscribers, implement email into other campaigns such as renewal efforts and community building efforts. Integration is key.
• Use email to run quick and dirty holiday and year-end specials. They're great ways to make quick cash. Set up a special "gift center" to serve as the landing page.
• Prioritize your tests. Make big changes first and then work your way down the list.
• Use unique landing pages for all offers. Customize the page to fit the exact offer. Create a schedule for all email promotions so you can plan on a weekly, monthly, quarterly, etc. basis.