Email marketing has changed a lot over the years because of the complete aversion that many people have to unsolicited emails. This creates many new challenges for marketers as they must grow their databases organically in order to appease consumers. Unsolicited emails no longer have the effect that they once did, but opt-in email and newsletter subscriptions are a very effective way to communicate with customers and keep them coming back to a website.
Much like a website, if someone opens an email, you only have a few seconds to grab their attention and convince them to take an action. Whether it is a powerful image or irresistible offer, you have to give your recipients something that will engage them. The key is to show your subscribers – at a glance – that they are getting something of value.
Modern Email Marketing Design Options
Unlike personal emails, current email designs tend to take the form of actual Web pages. In fact, keeping the email in line with the theme of a website can increase your brand recognition. More than that, creative designs give your email marketing campaign a much better chance of success.
For example, an email can be designed with a kind of “shell” that creates a theme or sense unity in your messages. This ensures that all emails have a similar look even though the content differs from message to message. You can even use images and themes from your website, or you can design an inventive background that fits with your current campaign. It is important to keep a balance between boldness and subtlety, as the message should be eye-catching without being overpowering.
Horizontal emails are a relatively recent trend in creative design. These emails require horizontal scrolling to see the whole thing – not because the image was sized improperly, but because the series of images or messages are placed horizontally instead of vertically. This prompts subscriber interaction with the email and also ensures that the message is short and to-the-point. If you do it correctly, it can feel like flipping through the pages of a catalog instead of just scrolling down a long list of items.
Another short and to-the-point design option is Postcard newsletters. In a Postcard newsletter, there is no front and back like a traditional postcard, so the look is slightly modified with side-to-side but the overall idea is the same. There is one focused image or design (the Call to Action) and a paragraph or two that accompanies the image or design in a fun, engaging way. Even when images are turned off, the text is on the side so the message itself is always above the fold – you don’t have to scroll down to read the text which would typically be under the Call to Action. It’s as if there’s a postcard right in your inbox!
We are also starting to see a lot of email headers that are more engaging and clickable than they used to be. This can be an effective tactic because so many consumers don’t actually look beyond the header. Most people decide whether or not they are going to open an email based on what they see in the preview screen, which means a powerful header can be the determining factor for a successful email campaign. With only a few seconds to convince someone to take an action, it’s a good idea to have the available options right up front.
Email Marketing Tips
The best emails will have an effective mix of images and text and it may take some trial and error to find that balance. In general, you should ask yourself if the image is disruptive to the flow of the email. Does it encourage a click, or does it simply distract the recipient? Distractions need to be removed, but so do any components that aren’t actively working toward your goal. If your images and text don’t have a point, they are just taking up valuable space and slowing load times for no good reason.
Emails aren’t really about getting a sale; they’re about getting a click. Your website is where you should convert the click into a sale. The initial email is a way to encourage people to visit your site and see what you have to offer. If you present them with a professional design that quickly and succinctly tells them what they can do and why they should do it, you will have much greater success with your email marketing campaign.
