Sometimes a great campaign doesn’t need to be re-invented, it just needs a new delivery method. Marketers are finding that moving materials from a customer’s mailbox to their inbox is both simple and effective.
Prevent Child Abuse Kentucky (PCAK) offers a terrific example of making the transition with their Kid Are Worth It! conference. “About three years ago we began to transition to sending out all of our conference materials electronically,” says Becky Hake. “Prior to that, we were printing nearly 5,000 Save the Date and registration materials to be sent across the state.”
PCAK now sends 100% of their conference materials via email, saving the agency thousands of dollars. In addition, email marketing enables PCAK to target the materials with custom messaging, thus increasing the response rate. “This has allowed us to continually update the information we have available on conference workshops, etc., thus ensuring sponsors are being spotlighted on a continual basis and participants have access to the most current information,” explains Becky.
PCAK also followed a similar model this year with child abuse prevention month, relying more on social media for the event, rather than sending out “Save the Date” printed material as they had done in the past.
So once you decide to make the switch, or even combine printed and email efforts, it’s as easy as transferring your print design to an email design, right? Not quite.
There are several things to keep in mind when making the transition:
- Focus on the goal of the campaign. Your message needs to be streamlined, clear and concise.
- Using the headline from your print ad typically makes a terrific subject line for email marketing.
- Move your call to action up to the top for email marketing. It needs to be visible and clear without your audience needing to scroll down in the email.
- Remember the “F” pattern for design when translating print to email. Most important information and “Click Here” buttons should be prominently placed in the top left hand corner, with other information radiating toward the right and down the page.
Need more help turning your print campaigns into email marketing campaigns? Visit our previous post on email design offering a variety of resources and this blog series by ExactTarget. Best yet, give us a shout–we’re always happy to work with you!