Looking at some of the finer details can make real improvements to the effectiveness of a message. This month we take a look at EXHAUSTO, and see how going that extra mile can provide you with more clientele.

Lead designer at Pure360, Ash Richards, gives EXHAUSTO a quarterly checkup.

On the face of it, EXHAUSTO's message ticks all the boxes; it has a clear layout - descriptive title, concise introduction, a list of the product's key benefits and calls-to-action, they've even remembered the formalities of including trust-earning text and the company's details.

Utilising White Space

Although the basic layout is solid, a lot of the elements are a little disjointed. The left side is lined-up to four different places. There's also a large gap under the web address at the top which not only looks like there is something missing but, by not using a space in such a prominent position, is a wasted opportunity to grab the reader's attention early on.

Just below this empty space there's a quote, but it doesn't have any details of whose quote it is. Is it from a client? Is it made-up? Or, is it just the company's own strap line and not actually a quote at all?

The main image on the left is relevant...once you've taken the time to figure out what it is, there's so much detail in a relatively small picture, would recipients take the time to take it in?

While there's a large link to the website and various smaller contextual links, it could do with one, clear call to action relating directly to the subject matter.

This would benefit from being directed to a specific page on the website rather than expecting them to browse the entire website for relevant information or linking to Word docs and PDFs, which aren't always as easy to open and steer the recipient away from your website altogether.

Finishing Touches

Many people won't notice or care about such finishing touches, but what about those that do?

Would you hand out crumpled flyers, or cold-call a prospect whilst you're walking along a noisy street? Unlikely.

Ask yourself what people might think if you don't pay equal attention to detail in your emails. Does it look like you didn't have the time or expertise to tidy things up? It could be that your prospective client may think you might not pay them enough attention to make sure their order is right and on time.

Email is a shop front

It may seem an exaggeration, but with any marketing efforts, you need to attract as many people as possible. For many companies, the email is their true shop-front, often the majority of recipients will not have seen their website, and therefore, as with a real shop-front, it has to offer the most enticing first impression in order for them to take the time to 'walk onto the shop floor'.

That doesn't mean filling it with as many pretty pictures as possible, we're still working within the medium of email and its constraints, it just has to look smart, clear and to the point.

If just a handful of people in a list of a thousand ultimately don't buy because they get the wrong impression of your business from your email, isn't it worth spending the extra time tidying things up for that potential extra trade?

Further Reading

EXHAUSTO was founded in 1957 in the town of Sorø on the Danish island of Zealand. The company operates internationally and has a number of sales offices across Denmark, The UK and Germany. Formed of two units EXHAUSTO A/S, who develop, manufacture and market ventilation units and EXHAUSTO CDT A/S, that develop and market chimney fans and control devices, the company’s aim is to supply ventilation solutions, which improve people's health and well-being.