Electronic direct mail
Despite being inundated with email marketing campaigns there is still value in a carefully considered and well timed message. Email marketing is still very cost-effective for brand communication and sales. When a consumer is ready to buy, an email from one of their favourite stores may convert the initial interest into a sale.
Standing out in a modern inbox is one of the bigger challenges an email will face. Great email design is essential to grab attention and make the marketing messages easy to read and understand.
Email marketing relies on delivery to recipients. The emails are sent out to lists that consist of subscribers. These are people that have agreed to receive communication from the sender. This shows they’ve already taken an interest. They should be happy to receive the emails from the brand and be open to learning more about their products and services.
Build an email list
Create a simple form on your website to enable quick and easy newsletter subscription. Adding an incentive for doing so such a discount on a first purchase could improve sign-up rates.
If you’ve got an strong social media following use this to share your signup form.
Competitions are also a great way to build a list. These can be promoted through a range of channels and the data gathered can be used to build contacts.
Email marketing design essentials
- Ensure your brand’s tone of voice is clear. The look and feel like must be consistent with other communication from your brand. Include your logo, colours and appropriate language and imagery.
- Write an enticing subject line to give the recipient a clear idea of what to expect. Keep it short and snappy.
- Use graphics, videos and images to contextualise the content and make it look more appealing.
- Keep messages concise and clear. Hit the important points and give your reader the opportunity to take the next step with clear call to actions.
- Use responsive design so that they can be easily read on all devices.
- Include an unsubscribe link as this allows readers to opt out of emails if they’re no longer interested.
Great email marketing design and a powerful campaign has many benefits. Attract more customers, inform existing customers about new products, and build a list of subscribers that you can use to grow your business.
Learn more about content marketing here.
