A significant aspect of your email marketing campaign is the email design for the growth and success of your business. We have compiled a list of a few email design practices that you can keep in mind as you begin working on your campaign. We hope you find these helpful!
Impress the Inbox
How your audience first perceives their interactions with you makes a big difference. So, you have to plan for the impression you make starting right from your subject’s inbox. Make sure that your email stands out and instantly grabs their attention. Doing this will invariably improve the chances of your click-through rates going up.
In other words, your envelope content must also be impactful. It constitutes three crucial elements – the sender’s name, your subject line, and the preheater. The first aspect of your email that will initially be visible to them is the subject line. You want to make sure that it is interactive and catches the eye! You want to avoid truncation. Therefore, try and keep it relatively shorter – we recommend approximately 50 characters. The content of the subject line should be the crux of the information that you desire to convey. Your preheader is the brief text that follows your subject line and gives the reader quick insight into the context of the email. Ideally, you want to make sure that your subject line and the pre-header complement each other. While it may not be blatant initially, the sender’s name matters if you want to inspire trust in your viewers.
One of the first questions we ask ourselves before we open an email is if it looks authentic. You don’t want your emails deleted, or worse, ending up in the spam folder. So, we recommend that you incorporate your brand name in your sender’s address. This factor is beneficial if your business already enjoys a good reputation in the market. Your brand image itself will allow your audience to relax and engage with your email campaign positively!
Visual Hierarchy
Marketers often employ visual hierarchy as an effective design process to exploit our human inclinations to explore content according to predictable patterns. In the context of email design, your prospects are led to essential pointers crucial to your campaign. You can use frequently employed methods to ensure visual hierarchy, such as the inverted pyramid and the Z pattern. Also, give equal importance to other design aspects, such as color, font size, contrast, and font. These elements work together to create a sense of harmony, balance, and cohesiveness in your email body.
Additionally, they influence the readability of your emails. Remember that no matter which pattern you decide to opt for, your content should naturally nudge your reader toward the action you wish them to take. Of course, you can always enlist the help of an email design agency to help you with this process.
Engaging Content
If you can get your audience to interact with your content without leaving the email, you will find client engagement steadily increasing. This strategy helps them interact with content without making them visit links and sites, gradually breaking down any resistance to engagement because it no longer feels meandering and long. You could give some thought to incorporating interactive call-to-action buttons, product carousels, polls, and surveys, offer referrals, add-to-cart functionality, and roll-over effects for products and services.
User-Generated Content
The above is a piece of content assembled by the end-user. This content could range from customer feedback to product reviews and social media posts. A user-generated experience means that your emails employ personalized content after examining your subscribers’ behaviors and inclinations. Eventually, this has an added advantage for your business’ credibility and social market image because it invites your audience for two-way interaction and helps them perceive your brand through a more human lens.
Dynamic Personalization
The fact is that people are simply more likely to respond to and engage with content that is somehow personally meaningful to them. This approach means you want your customers to feel that the content you are offering adds some value and meaning to their lives. So we suggest that you spend some time curating and arranging relevant content. It may be worth considering this option for the more personalized approach to email marketing that has gained considerable popularity in the past few years.
The more you personalize your campaigns, the more long-term and sustained your clientele will be. But personalizing is more complex than simply adding the name of your recipient to the email body. You want to creatively alter different parts of your email body based on systematic research and analysis. These include offers recommendations and customer surveys. Of course, email design trends will change with the season, but a few key factors remain consistent with generating leads and securing clients. Incorporating these will be great for your overall business growth.
