In light of this, creating a good design for email marketing is an essential practice for the success of any campaign. With so many offers on the market, the layout is no longer canada business fax list just a simple concern with visuals and has come to have the functions of making an impact, capturing the customer's attention and arousing the public's interest in the offer.
Do you know how to develop an efficient email marketing campaign? Below, we have selected some tips for creating rich materials. Check it out!
Content
1. Pay attention to the structure
2. Bet on HTML
3. Use the “above the fold” concept
4. Insert a Call to Action
5. Use the right fonts
6. Be careful with images
7. Invest in colors
8. Reevaluate the content
9. Test it out
1. Pay attention to the structure
The first tip concerns the structure of the email marketing. It is important that it is constructed in a way that is readable on both desktop and mobile or tablet. Therefore, with so much diversity in device sizes, work with responsive layouts. They adapt to different screens and prevent the display from being compromised.
Another point to think about is the number of columns. Avoid layouts with 3 columns, as the content blocks can be very difficult to view when displayed on mobile devices.
2. Bet on HTML
It may seem much more practical and faster to create an email with a single image and send it to your base. However, don't do it this way to avoid damaging your campaign deliverability and viewing rates. Today, providers have restrictions against this practice and prioritize messages created in HTML. In addition, it is essential to divide the piece into several images so that each one can link to a different address.
To create the right email marketing, also pay attention to the amount of text and images. Use images, but if possible, also include text throughout the piece.
3. Use the “above the fold” concept
When you receive an email, you often need to scroll to see all of the content. For best results, however, it is very important that essential information is placed in the first “fold” of the email (the area visible before scrolling). This concept is called “above the fold”.
The main idea is that the top of the email should be related to the promise made in the subject line . This way, the recipient will not get frustrated and there is less risk of them abandoning the reading. Another item that should also be present in this area is the Call to Action (CTA). This is the next topic we will talk about.
4. Insert a Call to Action
A Call to Action, or simply CTA, is a button that leads the recipient to take action. In addition to email marketing, they are also present on websites and landing pages.
A CTA is always focused on a conversion and should be obvious in its purpose. If you want the recipient to buy something, fill out a form or open a website, for example, you need to make your intention very clear. In addition, it is ideal for this button to suggest a certain urgency and present imperative language that encourages action.
As for design, the CTA should stand out and be very clear in the email marketing. Bright colors are interesting, as long as they are aligned with the visual identity used by your company.
5. Use the right fonts
The font is a very important element in email marketing design. It must be legible and prioritize communication through words.
To prevent the message from being distorted, use only the common options installed on all machines. Choose a maximum of two different types. Pay special attention to the size so that reading is comfortable: use 14 for long texts and 16 for shorter content.
6. Be careful with images
As we mentioned earlier, best practices indicate that email marketing should not be created with a single image. As a reference, the market recommends between 60% for text and 40% for photos or illustrations.
Also, be careful that the images are light and of high quality. Emails with large files open slowly and impair the reader's experience.
It is worth remembering that photos and illustrations are not limited to explaining your product or service. They are also capable of awakening emotions and maintaining a relationship with your customer.
7. Invest in colors
Colors and textures attract attention and spark interest. For good harmony, choose two main colors and explore some shades of them in all your marketing emails. This repetition reinforces your brand and ensures quick recognition of each new message received.
These color tips are not only valid for already established brands, but also for those that are just starting out and need to gain space in the minds of customers.
8. Reevaluate the content
Now that you have thought about the main elements and created your email marketing campaign, reevaluate the content. Sometimes, items included in the original idea may not be as important to the final result. Is there anything that can be eliminated? Here, the important thing is to be concise.
Bet on the power of synthesis and reduce the size of your marketing email as much as possible. Believe that each added word represents an additional chance of it being deleted or simply ignored.
9. Test it out
There you go! You’ve analyzed all the points and created the perfect marketing email. Now it’s time to send it to your mailing list.
Before sending, there is one last important recommendation: test it! Send the message to a few recipients and check how it looks in different browsers and webmails.
Test in Chrome, Firefox and Internet Explorer. See how the content is displayed in Gmail and Hotmail, for example. By doing this, you can avoid unpleasant surprises that could harm the assertiveness of your communication.
Another recommendation is to use and abuse A/B Testing . With it, you can find out which version of the campaign had the highest click-through rate and, thus, gradually understand what works best for your audience.
