| An Email Campaign Can Be a Boom
If Done Right! 
With nearly 50% of businesses having no or only a “poorly developed” email marketing program, it’s no wonder many such efforts end up being a waste of time, money and energy. Some marketers may still think it’s enough to simply crank out a message and hit “send” to thousands of prospects. They will be disappointed.
Here’s just a few (of the many!) email marketing considerations that guide us at Buster Creative:  _76% of users have not taken any steps to optimize email images! As a result, some vital parts of the message are just never seen because of likely image blocking by the recipient’s email program. This is compounded when important content falls below the first screen.  _There are many email programs (AOL, Google, Outlook, WindowsLive, Yahoo Mail, Earthlink, etc.) and all format an email message differently. For example, reverse text on dark backgrounds should be avoided because default settings might render it invisible! And be careful with JavaScript…it may be stripped out. So, test, test, test before final release.
 _More than half of email campaigns do not make use of rich media such as flash, imbedded video, video links to the web, audio, animated GIF files, etc. Such tactics can greatly enhance customer involvement with your message. But there are critical technical considerations for success because such tactics often get blocked as spam. We often recommend a link to a client’s website for full viewing as well as the strategic advantage of increasing their website traffic.
When it comes to understanding the science and art of email marketing campaigns, Buster Creative can help. Click here to learn about our web content and other digital capabilities. Complementary and analogous color schemesHere is our follow up article on the use of color. Next month we review tones, tints, and shades. | 
