In a number of recent articles on what’s effective in email layout and design, we noticed that there are five areas in which companies that utilize email marketing should always consider when designing their email content.
After all, a well-designed email is a great place to show off your brand. And a mailing that’s interesting to look at and read builds trust and loyalty with your readers. So if creating great-looking, effective emails is a goal of yours this year, then MMi Creative is happy to share these trends with you, along with working with you to design and plan successful email campaigns.
1. The subject line is the MOST IMPORTANT sentence of your mailing.
Too many creative mailings get ignored simply because of a ho-hum subject line. Busy readers usually take no more than two seconds to decide whether or not to stop and open an email. Rather stating just “What’s new at XYZ”, add some excitement and interest like “ XYZ: Sizzling products (and hot savings) for your home”. Also, consider always starting your subject line with a consistent branding message. This makes it easier for recipients to quickly identify your emails amidst the inbox clutter.
2. Design a balance between images and text.
It’s been long known that emails with images in them perform better than simple text mailings. But how many images are too many is the question of the day. An effective email strikes a balance between graphics and text. Not only does this create a more pleasant viewing experience but it also avoids serious trouble in cases where an email server doesn’t accept large files, or the recipient’s email program doesn’t immediately display your graphics.
3. Put your emphasis “above the fold”.
Take a cue from an old newspaper term referring to putting what you want the reader to see and respond to at the top, above the “paper fold.” For an email, this is usually the top 4-inches (or 300pixels). Emails are viewed on everything from computers to phones, so that top real estate is an important area for grabbing the reader’s attention. Make sure your logo is there along with an introduction to the email’s main topic or theme. And make sure to start the conversation early so the reader will be inclined to read further. Finally, don’t bury your call-to-action. If you have an important link or action item, put it near the top too.
4. Make the most of landing pages.
Always remember that your email is only the front door to other things – a website, a signup form, or a landing page with additional content. Landing pages are not only great opportunities to reinforce your branding, but also to take advantage of that moment of undivided attention you have once someone takes the trouble of clicking one of your links. Make sure your branding carries over to these pages and use the opportunity to present your readers with even more content, useful information and links.
5. Send targeted follow-ups.
Automatic trigger emails are a quick and easy way to send personalized welcome, thank-you or special offer mailings. Nothing feels more personal to a reader than immediately receiving a personalized email thanking them for inquiring about your product, or signing up for your newsletter, and maybe even receiving a special offer or coupon for your product or service. Trigger emails give your readers even more reason to like your company and brand.