When it comes to e-commerce in South Africa, and anywhere else in the world for that matter, your weekly or monthly mailer is an essential part of your online marketing strategy, making it possible for you to keep your customers in the loop with regards to any specials that you might be offering, any news relating to your business, as well as any information pertaining to new products. Here are some pointers for creating the best possible layout for your online newsletter.
Place the most important information above the fold
Unfortunately, you cannot be sure that all of your customers are going to read your entire newsletter from start to finish, which is why it is essential that you bring their attention to the most important information first. Introducing a new product to your online store? Offering a discount on older merchandise? Get your intended message across immediately.
Know your target market
The content that you include in the mailer, as well as the design itself, should appeal to your target market. For example, if you specialise in the sale of male grooming products (like aftershave and hair gel), you need to keep your content minimal and direct, while ensuring that you design the mailer using appropriate images and clean lines. This is because men value simplicity and appreciate information that is up-front and gets straight to the point. By remaining aware of who you are trying to entice to shop at your online store, you will be sure to create a mailer that will make a positive impression and generate favourable results.
Embrace the power of linking
A cluttered, poorly organised newsletter is not going to do you any favours. This is because, when most people see copious amounts of text, they run a mile. After all, who has time to sit there and read for more than a minute or two? To limit the length of your newsletter, it is a good idea to make use of links and hyperlinks. For example, if you have recently introduced a new pair of glamorous heels to your catalogue, include a photo of them, as well as the price, in the newsletter itself, but instead of adding a lengthy description, simply place a link to the page from where customers can access this information and from where they can make a payment online and buy them.
Pay attention to the visual design of the newsletter, but don’t rely on it to generate results
Think bright, contrasting colours, interesting images and a unique, easy-to-read font. The overall design of your mailer is important, but it is definitely not the be all and end all. Keep in mind that images and backgrounds do not automatically download when a customer opens the email – they have to voluntarily choose to download the items themselves. With this in mind, ensure that the design is eye-catching, but remember that the quality of your content and layout is a much bigger priority.
Having a successful mailer will encourage people to consider shopping at your online store; however, if you do not have a reputable payment gateway that ensures secure payments, regardless of how big of an impression your mailer made, the chances are that your potential customers will look elsewhere. For more information about reliable and efficient payment gateways, get in touch with Pay U today.