Understand Email Marketing: Good Content and Design

Nowadays, email is the preferred method of communication for many consumers. In terms of reaching your customers, it is also cost effective, immediate and measurable, says David Peters, Jewelers of America’s resident education and management expert. Rather than being intimidated by the technology, he says you must use email marketing effectively reach out -- through newsletters, invitations and special announcements -- and grab the attention of both current and potential customers.

Peters shares the following tips on effective newsletter design and content:

• Simplify: Shorter text is best, so keep it simple.
• Be Unique: Include things like special offers, tips and human interest stories
• Link It Up: An email is just the beginning, you must provide customers with a chance to continue the conversation by sharing links to your website or other related sites (such as vendors).
• Be Authentic: Make sure your communications, whatever form they take, continue to reflect your personality and company culture.