Andrew Iskowitz | Swim Design | HTML Email and Flash Appeals

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Use email campaigns for fundraising appeals, image marketing, etc.

HTML email cost is approx. 1/10 of direct mail

Higher ROI; 2.31% avg. response rate; regular mail is ~5.5% (slightly less than half the response rate, but a tenth of the cost)

HTML email 2x response rate of text email

These appeals have a measurable response

Must test in a zillion email clients; best to use a single table? Avoid nesting?

T-W-Th are best days to email. After 9 and before noon.

Be conscious of oversaturating; frequency

Flash more than 98 percent penetration

Broadband now over 60 percent penetration in U.S. (Pew I&AL research)

Flash appeals have higher response – should include audio. Typically 90 seconds or so.

Ask for action at end of appeal; the intent of the email is to motivate a click-through.