What are eShots and how do they work?

8 Rules for Building a Successful E-Shot


Email marketing has been around for a while. Keeping in touch with clients via newsletter is no longer the only option. E-shots are the next best thing substitute for your traditional newsletter. eShots are usually distinguished from spam email in that they are normally not unsolicited junk mail.


E-shotting should not replace your existing marketing activity. Our advice would be to send a minimum of two e-shots a month, let them be informational, contain hints, tips and advice that would benefit the recipient.


The list

Put the e-shot database together consisting of current customers, past customers, enquirers and prospects.


The Design

The proper method for an eShot is ‘HTML email. Email browsers won’t reference an external CSS style sheet, so the styling code must be in line with the HTML element or be included in the head of the code. Keep consistent as it’ll reinforce your brand.


The Layout

Make the e-shot display correctly. Text is equally important with images: Of course, you want your e-shots to be visually appealing. Do not forget to ask them to create image free versions of your e-shots. If users have the display image option turned off, the e-shot will not display correctly.


The Content

Make the content useful, beneficial and give the reader a reason to keep the email.


The Heading

Some of the most popular are ‘Click here’, ‘Call now’, You’re a winner’, ‘Increase your income’, or ‘One time offer’. Create a compelling call to action is important.


Include promotional codes

Offer them something they would find it difficult to refuse, such as promotional codes. This will keep them wanting for more and convince them to stay.


The HTML Code

This is an example of the HTML code used in a proper eShot.



<p>&nbsp;</p>

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<table border="0" width="646" cellspacing="0" cellpadding="0">

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<table border="0" width="646" cellspacing="10" cellpadding="0">

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<td style="color: #ffffff; background-color: #646464; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 10px;" align="right" bgcolor="#e2e2e2" width="646" height="100%">eMail not displaying properly? <a style="color: #ffffff; font-weight: bold; text-decoration: none !important;" href=" https://www.likehongkong.com/eshots">View it in a browser.</a></td>

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<td bgcolor="#ffffff" width="646" height="100%"><img style="display: block;" src="https://www.likehongkong.com/eshots " /></td>

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<td style="height: 100%; background-color: #c10a18;" width="646"><img style="display: block; width: 646px; height: 165px; background-color: #646464;" src="https://www.likehongkong.com/eshots" alt="LikeHongKong intro banner" /></td>

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">news</p>

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><img style="margin-right: 20px; width: 120px; height: 150px;" src="https://www.likehongkong.com/eshots" alt="Hong Kong Eat Buy Play" align="left" />香港有咩好去處? 想假日揾些節目去散散心? 想知香港周末有咩活動? 來,與我們專業導遊培訓計劃下畢業的「旅遊達人」一齊出發,參與本地特色旅程; 又或自我探索,親身體驗充滿朝氣、快樂、熱誠和幹勁的香港,與眾同樂!<br /> <br />企業及個人客戶可於香港享有簡單透明的稅制以及低廉的稅負。香港稅務只設三項直接稅,設有免稅額制度,減輕稅負。法團首200萬港元的利得稅稅率為8.25%,其後的應評稅利潤則為16.5%。我們助您成立公司及提供優質公司秘書服務。<br /> <br />義工一向是我們不可劃缺的人力資源,助我們攜手為基層服務,我們的團隊充滿熱誠和幹勁,重視團隊精神。歡迎您參與義工服務,締造雙贏局面。您可親身體驗社會企業的營運模式和加深對基層的了解。助人助己,活在樂融社區。請即加入!</p>

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<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><a title="Like Hong Kong" href="http://www.likehongkong.com"><img style="margin-right: 20px; width: 120px; height: 150px;" src=" https://www.likehongkong.com/eshots" alt="Like Hong Kong office" align="left" /></a>Text 1<br /> <br /> Text 2<br /> <br /> Text 3</p>

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<table cellspacing="0" cellpadding="0">

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">囍悅薈 Smiley&nbsp;Gift&nbsp;Club</p>

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;">Smiley Gift Club&nbsp;is the member club of LikeHongKong.com. It is FREE to join and all people are welcome.<br /> <br />SMILEY GIFT&nbsp;CLUB囍悅薈是讚好香港.org的會員俱樂部,供有興趣人士免費入會。<br /> <br />電子報將會發送至您註冊時所提供的電子郵件信箱。如果您不再希望收到電子報,您可以隨時使用電子報中的連結取消訂閱。或您只通知 囍悅薈 網站上的 電郵地址,並註明&nbsp;&ldquo;取消訂閱&rdquo;,即可刪除您的訂閱。<br /> <br />Smiley Gift Club wants to ensure that the information you share with us is maintained safely and securely on the internet. These terms and conditions cover how we use your personal information. When you become a member of Smiley Gift Club, we ask you for some personal information, including your name, living country, date of birth, anniversary dates&nbsp;and email address.<br /> <br />If you have any questions about Smiley Gift Club&rsquo;s web sites, your Smiley Gift Club membership and/ or your personal information, please contact us&nbsp;at smileygiftclub@gmail.com.</p>

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<td width="10px">&nbsp;</td>

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<p style="margin: 20px; display: block; color: #ffffff; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">hot buyers</p>

<p style="margin: 20px; display: block; color: #ffffff; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>REF: 創意市集</strong><br /> Location: Mongkok<br /> <br /> <strong>REF: 讚好香港</strong><br /> Location: HongKong</p>

<p style="margin: 20px; display: block; color: #ffffff; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>REF: 藝術靈感&nbsp;</strong><br /> Location: Kowloon Bay<br /> <br /> <strong>REF: 創意力量</strong><br /> Location: Tsuen Wan</p>

<p style="margin: 20px; display: block; color: #ffffff; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>REF: 原創精品</strong><br /> Location: Tuen Mun</p>

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">HONG KONG DESIGN &nbsp;香港設計、原創精品</p>

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<table cellspacing="0" cellpadding="0">

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<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company Event 1</strong><br />PLAY IN&nbsp;HONG KONG&nbsp;&nbsp;<br /> <br /> &bull; Attractions in Hong Kong!<br /> &bull; Extend your Hong Kong View with our FREE traveller's guide<br /> &bull; 365 days fun, tips and itineraries!<br /> &bull; Have fun and enjoy!&nbsp;</p>

</td>

<td width="10px">&nbsp;</td>

<td style="margin-right: 10px;" valign="top" bgcolor="#ffffff" width="208" height="100%">

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company Event 2</strong><br />SET UP A COMPANY<br /> <br /> &bull; Businesses and individuals in Hong Kong enjoy our&nbsp;tax-friendly systems.<br /> &bull; Only three direct taxes are imposed,&nbsp;which can reduce your taxable amount.&nbsp;<br /> &bull; Profits tax for the first HK$2 million of profits of corporations is 8.25 percent.&nbsp;<br /><br /></p>

</td>

<td width="10px">&nbsp;</td>

<td style="margin-right: 10px;" valign="top" bgcolor="#ffffff" width="209" height="100%">

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company Event 3</strong><br />BE OUR GUIDE/ VOLUNTEER/ HELPER<br /> <br /> &bull; Welcome to join us!&nbsp;<br /> &bull; Feel free to join our volunteer program<br /> &bull; be our tourist guides<br /> &bull; make some new friends and&nbsp;explore more new destinations!&nbsp;</p>

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<td style="margin: 0pt; padding: 0pt; width: 100%; background-color: #646464;">

<table cellspacing="0" cellpadding="0">

<tbody>

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<td style="margin-right: 10px;" valign="top" bgcolor="#ffffff" width="209" height="100%">

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Message 1</strong><br />FREE platform for&nbsp;local artists<br /> <br /> &bull; This collection contains our good and creative ideals. We wish&nbsp;to gather different art creations&nbsp;in Hong Kong and develop our local brands.<br /> &bull;&nbsp;We provide a FREE platform for&nbsp;local artists, creators and we welcome consignment or cooperation.&nbsp; <br /> &bull; Other beautiful stuffs are sourced from&nbsp;local creators with different characteristics of creativity.</p>

</td>

<td width="10px">&nbsp;</td>

<td style="margin-right: 10px;" valign="top" bgcolor="#ffffff" width="208" height="100%">

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Message 2</strong><br />Learn more about&nbsp;<a href="https://www.likehongkong.com/hongkong-creative-market" target="_self">Creator &amp;&nbsp;Creative Market</a>&nbsp;<br /> <br /> &bull; We carefully select our creators and they represent the most qualified Hong Kong Design products.&nbsp;<br /> &bull; For questions about becoming an official creator, please contact us&nbsp;<a href="https://www.likehongkong.com/contact-supporting-organization" target="_self">here.</a>&nbsp;&nbsp;<br /> &bull; Other beautiful stuffs are sourced from&nbsp;local creators with different characteristics of creativity.</p>

</td>

<td width="10px">&nbsp;</td>

<td style="margin-right: 10px;" valign="top" bgcolor="#ffffff" width="209" height="100%">

<p style="margin: 20px; display: block; color: #000000; font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Message 3</strong><br />Beautiful Hong Kong Handcraft Products<br /> <br /> &bull; We wish&nbsp;to gather different art creations&nbsp;in Hong Kong and develop our local brands.&nbsp;<br /> &bull; Here a collection of beautiful things that full of beautiful dreams and hopes.&nbsp;<br /> &bull; Welcome all creators to strive for success with tailored artworks and lets join hands to spread your products</p>

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<td style="height: 100; background-color: #c10a18;" width="646"><img style="display: block; width: 646px; height: 100px; background-color: #646464;" src="https://www.likehongkong.com/eshots" alt="LikeHongKong intro banner" /></td>

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<td valign="top" bgcolor="#ffffff" width="646" height="100%">

<p style="margin: 20px; text-align: center; display: block; color: #000000; font-family: Georgia,serif; font-size: 18px; font-weight: normal; line-height: 150%;"><span style="color: #c10a18;">Like Hong KongGroup</span> - <a style="text-decoration: none; color: #000000;" href="http://www.likehongkong.com/">www.likehongkong.com</a><br /> <span style="color: #c10a18;">Smiley Gift Club</span>&nbsp;- <a style="text-decoration: none; color: #000000;" href="http://www.smileygiftclub.com/">www.smileygiftclub.com</a><br /> <span style="color: #c10a18;">Zhaxilamu</span>&nbsp;- <a style="text-decoration: none; color: #000000;" href="http://www.zhaxilamu.com/">www.zhaxilamu.com</a></p>

<p style="margin: 20px; text-align: center; display: block; color: #000000; font-family: Georgia,serif; font-size: 10px; font-weight: normal; line-height: 150%;">Subsubscribe? Send to <a href="mailto:unscribe.sponsor@gmail.com">unscribe.sponsor@gmail.com<br /></a></p>

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</center>


Test

To see how successful your e-shot will be, it is necessary to run a small scale test on a group of clients. If there are aspects that need adjusting, this little experiment will help improving the existing copy of your e-shot. Remember it should be tested on the main programs to ensure a consistent look: Gmail, Outlook, Entourage, Hotmail, AOL, Yahoo, BT, Mail.


You may also test your codes using FREE online HTML Editor.


Unsubscribe and Stay Spam FREE

You need to make it easy and clear for people to unsubscribe from your e-shots. To gain your customers' trust, you should offer them the option to unsubscribe from your email listing. This is essential to avoid being considered a spammer.


Welcome to contact us for your next email marketing campaigns. We can assist you to achieve the best results.

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