Emails have now become a very effective Marketing tool used universally by Digital Marketing professionals to get their Marketing messages across to their prospective customers.
Once the Digital Marketers identify their prospective customer base they would plan out a strategy to ensure that the message that they want to carry across is executed as professionally as possible to obtain optimum leverage from the campaign that they would initiate.
Email Marketing strategies are constantly being reviewed and monitored by the Digital Marketers then modified and fine tuned if found wanting to ensure optimum results at the end of the campaign.
Prior to and during the planned campaign the Digital Marketing professionals would need to adhere to some principles tried and tested over the years by professionals with experience in executing such strategies and at best trying to work within those guidelines where success has been previously resulted.
This does not anyway mean that what succeeded for brand “A”, would be successful for brand “B”, it is another case of that old saying twisting it to drive the point home as “What is sauce for the Goose cannot be sauce for the Gander too”.
Having had a microscopic insight into Email Marketing and it’s travails, pitfalls and successes over the years the following 28 tips tabulated and divided into three main categories which would provide potential Email Marketers an idea of how to design email blast and reap optimum success with their endeavor at the end of the day.
The key to success is the ensure perfection in the html email design and ensure that the potential customer assimilates quickly what he receives either on his smart phone, tablet or any other device he would use to read his emails.
The three main categories would be as follows :
A. General layout of the email.
B. Effective written content and visuals.
C. Creativity and final product.
General layout of the email
1. Simple layout
There is no email design that is perfect and which could be picked up as an example and all the rest to follow. Your email design would depend on the message you would need to bring across to your potential customer. Hence the layout should drive the message across in the first instance.
2. Strategize the Call to Action or CTA
The email receiver should react positively in the first few seconds that he sees your email and quick interest generated within him should draw an immediate response. This is perfection and is not always possible one would think but this is what is needed if you are to reap success.
3. Interesting and excitable content
The first sentences of the content read by the email receiver should propel him to be excitable about what he has in front of him if not he would scroll down or delete it to thrash.
The content would excite him only if he is a prospective customer for the product or service brought to is not he would read but take no further action.
4. Select appropriate text and font
The text and font selected should identify well with the product or service conveyed in the email popping up on the potential customer’s screen. It is also imperative that what is displayed on the screen whatever the tool may be that is being used should be easily visible to excite the prospect.
5 Best email designs sans visuals
Delivering your messages sans any visuals is the best prospect if it is possible, as in most instances due to space constrains on screens and hardware of the tool used customers would block visuals which would be a waste as your marketing message sans the visuals would not have reached the potential customer.
6. Effective and easily noticeable CTAs
Learning through experience on how to design html email strategies that would create the interest needed to Call to Action prospective customers over a period of time would embed in the minds of the prospective customer to identify the product with the brand.
7. Carrying constant messages to stimulate CTA
Constant bombarding of the customer with the same messages and stimulating CTA will drive the message effectively home and the customer will come to point that he would take the crucial step to react to the message.
8. Origin of the Email Marketing message
The customer should be able to fully understand as to who is sending the message that he is reading, this is important if he is convinced and decides to Call to Action. If the customer does not comprehend this basic factor quickly from what is before him he may turn to the next email.
9. Immediate understandability
The prospective customer should easily and quickly understand the email by reading the first few lines and only then would he continue to read the rest hence it is imperative that the product’s or service’s promotional aspect if driven home first and fast and the customer’s focus on what he saw or read is kept intact till he takes the action envisaged.
10. Precise and concise
The complete email should be precise and concise with the message that it is carrying to be understood quickly and with the required effect that it is envisaged to deliver. An email that does not generate interest in the first instance is a failed one.
11. Effective eye level positioning
Similar to displaying items in a retail store or supermarket in an email the visuals if any and text should be well positioned to attract the email receivers attention as it is researched that even emails are read first where the eye positions and that is on the left of the screen.
Hence proper positioning is important and if there are any visuals they should be on the left of the screen with the writing of the related text on the right.
12. Moving the eyes in a “F” pattern
Detailed research has shown that the roving eye when looking at the display screen would move in a pattern similar to the word “F”, hence it is imperative that what you intend to show the reader also follows a similar pattern.
Effective written content and visuals.
13. Maintain tempo and target message
Do not confuse the reader by trying to say many things in one email, because trying to say too many things in a 1000 words would not make sense to the reader and also wouldn’t get even an iota what you write into his mind.
The reader will not waste his time reading all what you are trying to say but in a moment discard it and you would not have achieved your objective of getting to assimilate the important thing you wanted to get across.
14. The most important at the center
The most important message should be filtered and placed at the center of the screen and made visible at the first glance to be effective only then will the customer’s attention be drawn to take the other step and move further.
15. Do not clutter and shade your screen
The message whilst being at the center should be picture clear for immediate impression and assimilation because shading and cluttering would disturb the reader, and he may not go further but move away from your’s.
16. Animated visuals or text are eye catching
It is envisaged that animated visuals and text get immediate attention to the eye of the reader and for a moment or so the eye keeps these in a fixed gaze, which is time enough to get a message across.
17. Keep your message large and loud
The promotional message should be instantaneously visible to the eye, it should not be disturbed because once the eye moves getting the eye back to the message may end up in failure.
18. Large pictures draw quick attention
Any pictures appearing on the screen should be large and instantly visible to the eye if you are to have the attention of the immediately. It is learned that small pictures may not have the same effect. Better and larger the picture better and faster the attention that your product or service will receive.
19. Eye to eye contact
The lesson that we have always learned is that if you need to get somebody’s attention at the first instant, to look at him in the eye. Eye to eye contact stimulates attention hence having a picture of a person looking in the eye of the reader will have a tremendous effect.
20. To the point quickly
Your first impression should be quick and stimulate attention as there is no time to lose and you may not get another chance. The time frame is limited and when the opportunity is given you must drive hard to get the customer interested to read down the email.
Creativity and final product
21. Test your email on various devices
Prospective customers read their emails on various devices and it would be your onus to test how the emails are being presented on various devices. Check them all out and see for yourself.
22. Show where else you can be found
Apprising your customers where else they could access you would cement your bona fides better as this would build a trust between you and the reader. He will know that you are responsible and visible elsewhere too.
Getting to know your product, service and your company would push the scale to your advantage and it could move him to engage further with you.
23. Make your customer comfortable
Make your customer comfortable, by showing him that he has been selected for the email sent because you know that he is interested in the product or service offered. Once he knows that you have identified him as a prospective customer he would be interested to understand what else you would know.
24. Show one important glimpse before the others
The first glimpse is the most important one and has to get the attention that is needed. If you write a text it should be eye catching at first glimpse only then would the customer be interested to take the next step, if not the email would end up as thrash.
25. Involve customer to move text
Once the customer is hooked to read through the email it would be ideal if he is involved to scroll the email down and make him read the whole thing.
26. Large letters to attract
Large text would be better visible and hence using email marketing template design tips that have been tried and tested to ensure proper positioning with quick presentation of selected words could move a mind faster to engage in the conversation if any takes place in the future.
27. Keep text well defined within the page
The text should fit in snugly and properly into the page and should not be in disarray. A well defined page would be attractive and hence the reader would nudged to read through which is what all Email Marketers would envisage at the end.
28. Provide a link for further action
Providing a link that could give more information would generate some interest on the part of the email receiver who is your prospective customer. He could gather more information about your company and also about the product or service you have offered.
The above are some salient points selected after studying emails and responses over a limited period of time.
There may be other points that would draw attention when emails are sent to customers and it would take only experience gathered after studying what impact emails make on customers when they are bombarded day in day out with emails bringing many products and services 24×7 all through the year.
Emails are a very important and strategic, likewise effective medium used by marketing professionals since the advent of the email which is very quick and can be monitored, reviewed and modified if needed at no great cost.