Tips for Creating Perfect Emails
Segmenting your base, using Marketing Automation and other features can supercharge your email campaign. But what about Email Marketing design, can it influence your results? And how does this happen?
To use a shabby phrase: “a picture is worth a thousand words”. Of course, creating an Email Marketing with the proper layout will help — and a lot! — to make your email campaigns achieve good results.
If not, just type a few lines of text directly into the body of the email and send (although, in some cases, this can be a good idea… But we’re getting ahead of ourselves!).
For you to learn how to create a good Email Marketing design, we have separated a series of suggestions that make all the difference. Read on to find out what they are!
7 Tips for Creating the Perfect Email Marketing Design
Think about it: Email marketing with an amateurish or bad taste can make all your lead nurturing work or other actions that use email shots in vain.
A good Email Marketing strategy needs to have, in addition to the same tone of voice, continuous visual communication so that your contacts, when opening your emails, quickly know which company it is.
Want to know how to do this? Then check out the tips below!
1. Have consistency in your visual identity
The first step is to pay attention to the visual identity of your business. What elements stand out and can make people quickly associate the message with your business?
When creating an Email Marketing, it is very important to follow your color palette, typography, style of photos, illustrations, and other elements that make your customer recognize your brand and your positioning.
2. Attention to the “above the fold” concept
When your Email Marketing is opened in the recipient’s browser or email box, it often doesn’t fully appear on the screen: you have to use the scroll bar.
It is very important, when creating an email, that the most relevant information is present in this first view band, which is called “above the fold”.
And what would that information be? It usually starts with a “response” to the promise made in the email subject. And this relationship must exist in the so-called title (or headline) right at the top of the email, so as not to disappoint the reader with the content and lead them to close the message.
In addition, it is important to include a short explanatory text of what is being offered and also a Call-to-Action (CTA), asking the recipient of the email to click on a button that will direct him to a download, a shopping site, a blog, filling out a form or any other action you want him to perform.
A good image or illustration can also appear, but we’ll talk about that later.
3. Think of a flashy Call-to-Action
This is one of the most important elements to create an Email Marketing that seeks conversion.
Call-to-Action is usually brightly colored, but that depends on your company’s positioning. The ideal thing is that there is a certain contrast so that the CTA is very sharp on the screen.
The sentences should be short and make it clear what the desired action is and what are the advantages of carrying it out, in addition to suggesting a certain urgency.
4. Use light but quality images and illustrations
You need to make sure that the images aren’t heavy and don’t make your email open slowly, repelling readers. A tip is to use them in JPEG or PNG format.
Email diagramming best practices recommend programming in HTML. This means avoiding making a single part, that is, the entire assembly in a single image file. The ideal is to properly divide it into texts and only use images for the background and for the places where they will be used in the form of photographs or illustrations.
In addition, consumers like to identify themselves in the images. That’s why photographs depicting people can help, as can fun illustrations or infographics that explain your product, service, or content. But they should always be of professional quality — don’t improvise on your images!
Using alt tags on images, always placing text that describes the image, and placing links (if they are not displayed, they will still be clickable) are other good practices.
The same goes for GIFs, movies, and animations. Like images, these elements must be extremely light.
This type of media embedded in your email often catches the audience’s attention and increases your reading time. But be judicious in the way you integrate them into the Email Marketing design so that the result is harmonious.
5. Enter the unsubscribe option
It seems obvious, but it is important to insert the unsubscribe option. This action decreases your rates of complaints and marks as spam, that is, your deliverability improves.
6. Don’t do Email Marketing looking like a spam
Avoid emails written in red or with characteristics normally associated with spam. There are a few details you can follow so that your email doesn’t look unwanted:
- Limit the subject to about 50 characters and not ALL CAPS;
- Avoid overusing terms like promotion, free, click here, free, credit, etc.;
- Do not overuse graphic signs such as question marks and exclamations.
Several other details characterize spam, but following these basic concepts is already a good step towards good practices.
7. Consider exceptions
Often, all these elements that we have discussed, such as colors, logos, illustrations, and animations, can be an excess of information that your target audience does not want to receive.
An example is when you do Leads nurturing, mainly with the use of Marketing Automation. At these times, there is usually a relationship with the customer and a “cleaner” email, with only text, can appear more familiar and natural.
This last item is an example that nothing replaces creativity and common sense. No need to follow rules all the time! Even this type of email, practically unformatted, can be quite effective, in the same way, that other types of content require a detailed study of compositions, colors, shapes, and images to instigate the click and lead to the conversion.
In summary, a good Email Marketing design improves your conversion rate, allows the user to better understand the advantages of a product or service, makes people identify with images of other people using products and services, increases the interest of the public and their time spent reading.
With so many advantages, it’s not worth developing an entire campaign strategy and when developing the layout you lose all efficiency because of a poorly executed Email Marketing design. So why not put these tips into practice now?