Do you use email marketing for your business? Let’s face it, it can be highly effective and relatively cheap so is always worth considering.

No matter how great your email is, though, you need to support it on your website – and this is something many people forget so here are some tips for you:

1. use the same branding and style in the email and the web page the email leads to. Sounds obvious but the obvious is often missed when we’re busy and caught in the middle of a project.
2. match the message in the email and your website. For example, if your email is about a sale but links to your homepage which doesn’t mention a sale you will find a lot of people will just leave and those remaining will be annoyed at having to search for the information. If you have specific graphics in the email, they should be visible on the site too – or versions of them – so the connection is immediate  
3. Remember to link to relevant pages, not just your homepage – again, this saves people having to search your site and it can also help your search engine results (especially if a copy of your email is online)
4. it is part of your branding, but to be crystal clear on this opint – keep the same tone in the email as on your website. If the friendly, young sounding email attracts someone, a formal, old-fashioned webpage will alienate and confuse them.
5. ensure the contact details given in the email are correct and that someone is available to respond to them. An ad in a magazine may result in calls over a period of days or weeks, but the majority of responses to an email will come within hours of sending it out – it’s not a good look if you send out an email inviting calls and no one answers the phone or emails for a few days!

If you looked at your latest email campaign and the related web pages, would you see the connection or would they clash? Try the above tips as a testing process and see if you can’t improve the campaign for next time.