Mailer Optimization

Mailers plays a critical role in any Digital marketing strategy. They helps companies to reach out to broader user base .There are lot of challenges which one come across when using mailer as marketing tools.
          Mailer are used not just for communication but also for creating brand awareness, generating leads etc...A good designed mailer can help companies to easily achieve its objective.

There are basically

Communication/Interaction mailers:

This mailers are basically about communicating to the user regarding the transaction which  user has done with a site. For ex.. when you buy a product from a site you get confirmation mailer. When you drop a lead on a site you get lead confirmation mailer etc..

Lead generation mailers

These mailer are basically product promotional mailer. In these kind of mailers companies tries to generate leads for a particular product. For eg.. companies send mails on promotional offers for products etc.. comes under this category

Brand awareness mailers

In these kind of mailers, marketers tries to make people aware of the new product or feature that is being launched in order to help the product to get traction. These kind of mailer tries to make product popular by highlighting its USP.

Design Guidelines for Mailer

1.Identify the goal of  mailer

It is very important to understand what one trying to achieve through the mailer. The design should follow the goal of the mailer

When the goal is communication about recent transaction then the mailer should ensure that the communication is the highlight in the mailer. The information should be comprehensive enough for user to understand

When the goal is lead generation it should be ensured that lead generation element is properly placed and highlighted. The mailer should ensure that there are not many option to click expect the lead the elements. The content of the mailer should contain the following

• User  needs that product fulfills: User will drop lead only when he feels the product is as per the requirement
• USP: What makes this product special will provide additional traction for the products
• Offer: In case there are any offer available it should be clearly highlighted

In case the mailer is regarding the brand awareness for a product it should contain the following elements

• Product detail: It should contain the complete detail of what the product feature are
• Launch date: In case the product is getting launched on some date it should contain the date
• Link: In case there is any link which explains what the product is, it should be share to the user so that he can learn about the feature

2.Determine what make user open the mailer

The open rate of the mailer depends on the subject of the mailer. The bench mark open rate for the mailer  is 8 -10%. The subject of the mail will decide whether the user will open it or not. Try with different subject lines and check which has better open rate and use it for future mailer

3. Ensure enough content to avoid going to SPAM 

When the mail does not have enough content there are high chances that mail will go the spam folder which will drastically reduce the open rate of the mailer. Avoid lot of images as google consider it as spam

4. Send from popular id

The id from which mailer are send should be popular enough. Ensure that user save the id in its contact which improves the credibility of the id. When the mailer are send form unknow id there are high chances that mailer which land into SPAM folder