Many email automation services allow you to create dynamic content that affixes to customer data points, like online behavior and purchase history.ĭynamic content refers to a specific type of marketing that creates pages or emails that are responsive to user choices and information. With marketing segmentation, deep personalization can go beyond basic information. There are also opportunities to automate this process to get even more specific. That personalization can be as simple as including the customer’s name in the subject line or individually crafting emails to meet the needs of different customer personas (or individual customers, though this can be very time consuming). Inspire your reader, and make it clear what you want them to do.Įmbrace personalization and dynamic content.Įmails that are personalized to the recipient are opened 26 percent more of the time than those that don’t. If design provides the visual structure for the email, copy is what guides your audience to a purchase or other form of engagement. Your email copy is one of the best places for your brand to connect by being personable, approachable, and invested in customer experiences. Responsive designs that translate well on any screen size are critical for an email campaign’s success. Once your team has developed an email design that works, create an email template to save time when designing future emails.Īs of July 2019, nearly 62 percent of email opens occurred on a mobile device. Model your emails after your website as well as any landing pages your email leads to. Use brand-consistent design elements, like your logo, color palette, typography, and other building blocks from your brand kit. Weave your brand’s visual identity into your email designs to strengthen your organization’s brand recognition with each send. An inverted triangle works well for a simple notification email, a zigzag shape for a stylish e-commerce email, and a neat and tidy column for an information-packed email newsletter. Build a wireframe to plan out the visual elements of your email to ensure there’s downward momentum. Your email layout should encourage the viewer to keep reading. Use a design that guides the eyes downward. Look for on-brand images that fit with your brand identity as well as the overall color scheme of your email. Include descriptive alt text in case images break or your reader is using a program for people with visual impairment.Īnimated GIFs can add extra spice to your messaging, but keep in mind that too much movement can create loading issues or be distracting. Images for emails rarely need to be wider than 800 pixels. Use web-optimized images that load quickly. This will ensure that your content doesn’t feel crowded or overwhelming and helps emphasize important elements. Text should be broken down into larger headlines and grouped with small digestible chunks.ĭon’t neglect white space, or areas that are empty except for a simple background color. Use designs that a developer can build and modify with HTML to carefully curate content, so it shows up well on multiple email platforms. Your audience is likely pressed for time, so make sure that your emails are clear, concise, and easy to read from a design standpoint. This allows you to create a content hierarchy with opportunities for clever calls to action, to boost customer engagement. There are also hybrid layouts that more resemble a blog post or other piece of content, with a featured story on top, leading into a multi-column layout at the bottom. Separating content into two to three columns arranges it in a logical, grid-like structure. Many email campaigns use a multi-column layout. With good design, you can streamline your message to increase click-through rates and inspire action.Ī great place to start your email design is by tapping into current design trends to find inspiration. Strategically structured email content makes it clear to the reader what you want them to do. Explore some best practices for both, along with good examples and tools that you can use to improve your overall email strategy.Īlmost 40 percent of emails are viewed for about eight seconds or fewer, so it’s essential to make it quick and easy for readers to see what’s important about your message. Emails need a compelling harmony of copy, design, and must-click CTAs. Email is an important way to communicate with an audience and it’s crucial to get the design right.
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