Marketing with Outlook: How to Send your Catalogue

By: standss , Nov 8th, 2011

It’s that time of the year when Outlook users will start sending out holiday emails. One of the things that you may choose to do is to email out your catalogue to your customers. You have two options: Giving users a link from which they can download the catalogue or attaching the catalogue to your email.

Should you be attaching the catalogue to your email or giving users a link to download it from your website?

And the answer is that it depends… on the size of your catalogue and the number of people that you will be sending it out to.

The advantages of attaching the Catalogue to your Email

Customer is more likely to read the catalogue: The customer does not have to do anything extra to read your catalogue. It’s already there with the email and they can simply open it up and start reading.

(We recommend that you send the catalogue in PDF format. Everyone has a PDF reader so your customer won’t need to download any special software and more importantly, your file will stay formatted properly and display to the user the way you intended.)

The disadvantages of attaching the Catalogue to your email

Time to send emails: If you are sending out a lot of emails and/or your attachment is a big file, then the emails may take a long time to send out of Outlook.

Time to download emails (annoyed customers): If your file is too big, it may take a while to download, which could end you annoying the customer.

Customers may not get emails: Files with attachments also have less deliverability. It is likely that your catalogue consists of “sales talk” that could be regarded as spam causing your email to end up in the Outlook’s Junk Emails folder instead of the Inbox.

So what should you do…

  1. If you are sending a small file to a few or many people, you may choose to send it as an attachment via email.
  2. If you are sending a large file to a few people (who know you personally and work closely with you), you may choose to send it as an attachment via email.
  3. If you are sending a large file to many people, we recommend that you upload the file to the web and send customers a link via email.

And finally…

We recommend that all marketing emails (with or without attachments) should be individually addressed to the recipients (i.e. send a separate email to each person). Studies have shown that emails sent this way are up to 3X more likely to be opened and read.

Our customers know how easily you can do this from inside Outlook using an addon such as Email Merge PRO for Outlook. If you’re not a user yet, you can view a demo video of Email Merge for Outlook  or download a free Outlook addon trial from our website today.

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