Most small and medium businesses do not have the time or the other resources to spend long hours on email marketing but still need to compete with the big guys. Here are some top tips for high impact email marketing campaigns.
Creating great email newsletters can be a hard task sometimes. No one knows what the exact formula of “killer” email is. Discussions on importance of content vs. design still remain, but we have to confess the power of combination of these two elements. Poor design might not communicate the message and your newsletter might be sent to the trash very quickly. Visually appealing emails capture reader’s attention and it is likely that he or she will go more into detail. Consider these tips to design an engaging email:
1. Keep it scannable
The common reaction when we see a block of text is “Oh, no.” People don’t have time, are lazy to read or just simply don’t care. Even the best copy will remain unread if nothing catches attention. It is better not to overload a recipient with information. A newsletter full of text can be very boring to look at. If there’s is critical need to use a lot of text in a newsletter, split it into few blocks. Also try highlighting the key phrases or words, use bulleting or other more creative techniques to provide an ability scan quickly through text.
2. Match with company’s personality
Use the same design style as you do in other communication. Wouldn’t it be nice to be immediately recognized by your recipients? Your company most probably has some specific representing color(s), symbols or fonts being used. Use the same ones when building newsletters. Such congruity will make stronger presence of your brand in consumer’s mind.
3. Less is more
It is good to keep in mind that too many graphical elements and colors might distract from the true content. Such extra clutter makes an impression of a newsletter being “too heavy”. Smart use of graphics can do magic by bringing new tones to the message. Sometimes it is better to use simple layout and clear minimalistic design, especially if you are novice at building newsletters. Customizable well-designed templates can be good solution, as often they are already included in email marketing systems (e.g. Soundest app for Tictail platform).
4. Use images
Images are a good way to show what you’re up to. Usually pictures are found to be captivating and therefore making an email look more visually appealing. Choose the best ones to reflect your products and make sure that they are good quality. Images in your newsletter will make it more remarkable and lead to stronger impact. Although, it is important to note that many recipients turn off images in their mailbox settings. For this reason, you should design newsletters keeping this assumption in mind and complementing images with well-written text.
5. Rethink the header
The header is what your subscribers see first in a newsletter. It shapes the first impression, so make sure to build it right. The header should immediately render company’s values. Design it as a beautifully wrapped gift that everyone is happy to receive, not like another unwelcome spam. Originality is always appreciated.
Combine visually appealing design, well-written text, relevant content, clear arrangement and you will come up with an engaging newsletter for your next email marketing campaign.
By Rytis Lauris, CEO of Soundest.
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