You need to implement an
email marketing campaign to stay connected with current and prospective customers, yet you have no idea where to begin. Consumers are more savvy and selective about which emails they read, and email deliverability continues to be a challenge for legitimate email marketers. Campaign performance and success mandates professional design or content practices. To generate the strongest return on your investment, devise a strategy that builds on current best practice standards.
Get your message across.
Before opening email messages, recipients typically review the “from” address, subject line and often just a bit of the contents via a preview pane. They might also receive your message on a mobile phone, which means you’ll need to work harder – in less space – to draw them in. Put your most compelling pitch front and center – in the subject line and above-the-fold – to boost results. Also remember that many email clients automatically block images. But you can make sure your message gets across, regardless, by using a good amount of text as opposed to visuals and tagging images with alternative text.
Boost your brand appeal.
When designing your company’s email marketing campaigns, define a color scheme and font that complements your brand. Make sure all communications leaving your company are presented in a cohesive and consistent manner, so readers instantly recognize the sender and pay attention to the message. Always place your logo and tag line prominently. The upper left corner is an ideal location, as it shows on most screens and configurations. Also make sure your company name is clearly identified in the “from” address. Brand recognition can boost your credibility, increase your long-term pipeline and strengthen your company’s connection with its audience. If possible, you should have a professionally designed template to best complement your brand, versus using “stock” templates.
Break the template routine.
Templates are convenient and layouts are pre-tested, but customers respond to something fresh and new from time-to-time. When all of your messages look exactly the same, varying only in the text and information provided, subscribers may gloss over it, thinking written content hasn’t changed either. Businesses and merchants should periodically refresh their look while staying true to their brand image. Consider modifying the layout every few months or using several template designs on a rotational schedule to boost reader interest.
Eliminate spammy words.
Great email design begins with the right content. But if your message never reaches the inbox, you’ve wasted valuable time and money. Circumvent spam filters by proofreading message content to eliminate ‘spammy’ words and phrases in your subject line and body copy. This includes terms like ‘Free’, ‘Call Now’, ‘Click Here’, ‘Great Offer’, ‘Opportunity’, ‘Guaranteed’ and ‘Amazing’. Excessive capital letters, exclamation points, dollar signs, web links and toll-free numbers are other common spam identifiers. Opt, instead for alternate words that say the same thing.
