Design of Email Marketing Campaigns
A good email marketing campaign design results from several things.The first rule is to keep it simple, but if your email has only a flashy headline and graphics at the opening, but isn’t followed up with valuable content, then your results are likely to be less that you want.Readers tend to be turned off by ‘gimmicky’ emails, so you should avoid that by using the elements of design presented below.
Begin with a newsletter format.A survey conducted by the Nielson Norman Group has shown that the typical reader of email newsletters will spend 50 seconds on average in review. However, a simple email is likely to hold a readers attention for only about four seconds. So, a newsletter is a better choice because it will likely hold your readers attention for ten times as long. We come now to a bit more about the best principles of design for the newsletter or email.
The most import thing is to prepare an email marketing design that will not only capture the readers attention immediately, but will also pull in the reader for a much longer time. Most consumers only read a small fraction of the emails they get, and most of the ones that are actually opened are only scanned for content.People respond differently to advertising design, so it is critical that you have a good understanding of the audience you are trying to reach and that you design your message to appeal to them specifically.
Because most emails are never opened, it is critical that your subject line stand out from the rest to ever have a chance.It is very good practice to use the readers name in the subject line, as well as in the salutation of the actual email message.Present you subject line in a way that cleary suggests something new and unique as a way of solving a key need or issue. Alternative, the subject line may challenge a commonly held belief or notion that your email marketing list target audience may hold.Spend a period of time writing down the subject lines that have convinced you to open an incoming email. Review them to gain an understanding of why they made you decide to actually open the email.
The proper use of colors and graphics can also help call your readers attention to key communication elements and messages. At the same time, be sure that the colors do not impact the flow of the narrative in a negative by integrating them smoothly, and that any graphics employed have a clear purpose other than to simply be pretty or attractive. Colors and graphics must be a clear element of the message you are trying to convey.
Additionally, recognizing that you really have only 4-5 seconds to gain the attention of the typical email scanner, you need to present your copy in a way that the key elements and challenges of your message stand out quickly. Furthermore, they must be presented in a way that not only grabs attention, but also compels the reader to continue on to get even better information.
Most importantly, your email must have a clear call to action. Be very specific about what you want them to do and provide them all the information and contact information they will need to get the action accomplished quickly. For further information on how to successfully employ email marketing, visit Network Online Reviews for a variety of articles and reviews of email marketing products.
