8 tips for producing the perfect email marketing layout – WAU
If you want to increase the visibility of your company, you cannot discard the use of email marketing. E-mail marketing? Isn’t it outdated? The answer is categorical: “no!”. Email is still the most used way to build, maintain and improve the relationship of successful companies with their customers. Among the advantages is […]
If you want to increase the visibility of your company, you cannot discard the use of email marketing. E-mail marketing? Isn’t it outdated?
The answer is categorical: “no!”.
Email is still the most used way to build, maintain and improve the relationship of successful companies with their customers.
Among the advantages is the fact that it is the lowest cost digital marketing tool for your company – which, on the other hand, results in a higher return on investment (ROI).
However, for you to send high quality emails (that is, those with highest ROI rate), you need to pay attention to 2 factors: message and design.
Remember if: the content of the email is formed by the combination of message and design.
However, just having an intelligent message that follows the above parameters is not enough for your email to be efficient. It is essential to take the same care with the presentation of this message, that is, with its design.
In this post, we have separated 7 tips on best practices for email marketing layout for your next email. Check out:
1. Look for images and animations that are light
GIFs and images are welcome to your email as long as they are contextualized. They increase reading time and hold readers’ attention.
An important factor is that these multimedia resources are lightweight. Put yourself in the reader’s shoes: the faster the images load, the greater the chance of reading the content and interacting with it.
In addition, when you place a large image, it appears in the user’s email: “click to open the image”. And very few, in fact, click.
2. Use the color palette of your brand’s visual identity
Your brand already has a visual identity that was studied to convey your company’s values to your persona. Therefore, any and all material you produce must respect this identity.
When writing an email, it is no different. You need to use your brand’s color palette so that, when opening the email, your customer immediately identifies that it is your company.
3. Submit a call to action (CTA)
The purpose of your messages is to make the reader have some kind of reaction to the proposed content.
So choose the CTA that’s right for the stage of your funnel and use this tool to increase his engagement with your company.
Use the colors of your company, but keep in mind that this is the time to highlight the CTA button. It should contrast with the other information and draw more attention than any other element in the text.
4. Increase the font size
Your message should be short so that, preferably, your customer does not have to use the scroll bar to finish reading. And, as most people open email via mobile devices, their space for writing is even smaller.
Still, try to place larger fonts so that the message is exposed with greater clarity and clarity. The user’s screen is already small, make his life easier.
5. Respect blanks
When you produce content for the digital medium, some techniques have more positive effects than others. These are called scanning techniques.
An excellent alternative is the use of white space technique. It consists of visually analyzing the text and promoting white spaces between information and paragraphs in order to clean up the general aspect of the email.
6. Produce relevant content at the beginning of the text
Content marketing essentially works with the production of relevant materials that attract attention and educate the persona during the different stages of the sales funnel.
Specifically for email marketing, it is important that you use the inverted pyramid technique, placing the main content right at the beginning of the email so that it appears in the summary, in the inbox.
This increases the rate of opening emails.
7. Insert links where appropriate in the email marketing layout
Insert links so that the user can be directed to other content of your company while reading the email.
Focus the links at the beginning of the text because, even if the reader does not read all the content, he will have had the opportunity to click and be redirected.
When creating the hyperlink, try to make them with long tail words, which are those in which you have more than one word. In this case, it is interesting to use some techniques of IF THE to choose them.
8. Extra tips
The premise for writing an efficient email marketing message is the same as for other pieces of content:
8.1. Align email with strategic planning
All pieces of content produced must be aimed at achieving the goals proposed in the campaign plan.
8.2. Follow the most appropriate model
In the case of email marketing, there are 3 models basic:
- transactional emails;
- relational emails;
- and promotional emails.
8.3. Keep a periodicity
Telling the target audience what days you post on the blog and sending emails and establishing a routine of posting on social networks are attitudes that increase the reliability of your brand.
8.4. Have an attractive title
The title is the call for the reader to be interested in the subject and open your email. He is the first contact of that content with the target audience. So, take your pick and increase your opening rate!
8.5. Take precautionary anti-spam measures
Only send emails to the people who provided you with the address, as buying email lists is punished by spamming your messages. You don’t want that, right?
The text message you want to pass on to your customer has to match the scene that the reader literally sees. This scene is the union of the text with the other design elements – such as font, images and spacing.
Did you like these email marketing layout tips? Then continue on our blog, read the post “5 Mobile Email Optimization Tips”And increase your email marketing.