Your business has a client who wants a blast made for them. The client has provided you with the basic materials to be used, and being the newsletter blast design expert that you are, come up with a potential layout that will attract email opens and of course clicks to the provided links inside the blast. For a business-to-business publisher, as well as any other business, it is important the client receives a substantial ROI – return on investment. This means, insofar as the blast goes, clicks and leads. Email campaign software such as Mail Chimp, Critical Impact, Constant Contact track clicks as well as opens and other contact information for each newsletter blasted. For you, the blast designer, it means making the blast eye-catching and appealing to recipients of the blast.
The best way to create a blast selling a specific product or service is to use a simple table, with two table rows, the second row containing two table cells. If desired, a footer can be added, too. That’s it. Make the table 600 pixels wide so that it views well in both computers and mobile devices. The banner at the top can be your own, or might be one your client provided you with to use. In this third-party blast example, EE has their own banner, even though the client is Rohde & Schwarz. The client provided their logo for use at the bottom of the text, and considering the length of the blast – less than 500 pixels – the recipient can see who is selling the product. For a blast like this, the shorter the length of the blast, the better, so the reader does not have to scroll too far down to get the gist of what the product or service being sold is.
Many times, the client will provide the basics for the blast: an image of the product being sold, the text, the link, subject line, and from email address. There are a few cases in which the client will ask you to use your own from email address, again, that is at the client’s discretion. Set up your template and place the materials provided, making any adjustments to cellpadding, cellspacing, and paragraphs. Test the link the client provided you with to make sure it is working. As with other newsletter blasts, don’t forget to run it through an acid test like Litmus or Email on Acid to make sure it looks presentable in all email clients and mobile devices. Once complete, send a test to the client for approval. Provided not too many more changes are made, and the client is happy with it, it’s ready for blasting.