Design Direction Content Align the three of these into your email marketing campaign, and your results will improve tenfold. The better your email design, the easier it will be for you to get a response to your email campaign. To get the best response to your email marketing, you need to: Make your content shorter. Set your call to action apart using bold colors, button, or text. To make your email CAN-SPAM compliant, make sure the unsubscribe links are placed prominently and easy to find. Most of all, we love how consistent the design of their promotional email is. There is never a universal way to create your email marketing campaigns that will work well for each product and audience. There are a few basic types of storytelling marketing: Origin stories Vision stories Case studies Why stories Let’s take a look at a couple of online retailers that use email marketing as an opportunity for brand storytelling. All of the best of brands have two things in common: Have a clear brand voice Convey a brand ethos Crew: The U.S. retailer sends out four welcome emails in a one-week period. In fact, storytelling marketing is not just a way to engage customers, but to start conversations in a compelling way.
No doubt you see digital marketers discussing the newest and most exciting email marketing tricks just about every day all over the internet.
Some of these hacks will promise to change the way you market your product. Some might even guarantee to take your email campaigns from 0 to 100 in no time.
But here’s a piece of wisdom… age-old marketing best practices, and not ‘new tricks’, genuinely make a difference and will continue to do so for years to come.
It takes years of trial and error to uncover these principles of email marketing. A hundred books and 100+ articles/blogs won’t teach you as much as field-testing will.
There are plenty of proven email marketing tips, many of which haven’t changed for years and won’t change for years to come. The closer you stick to some of these proven email campaign best practices, the more likely your campaign is to succeed.
This is a post for marketers who want a tested formula to get a response to their emails.
Tips to make your email marketing smarter
There are three basic components of email marketing. All three of which, when closely aligned, can replicate your email marketing success.
- Design
- Direction
- Content
Align the three of these into your email marketing campaign, and your results will improve tenfold. But before you get on to that, ask yourself a few questions:
What is your product?
What are its marketable components?
Who is your target audience?
What is your key message to the consumer?
Who are the people who will influence your audience?
What marketing channels do you have access to?
How long will your marketing campaign last?
What are their phases?
A lot of marketers make this mistake of never doing the initial brainstorming, which often leads to their campaign going nowhere. These questions will give you a bird’s-eye view about the direction of your marketing campaign and help you establish an even better plan. Based on the answers to these questions, you can further develop and define your marketing campaign.
Now let’s walk through these three basic components of email marketing…
1. Design
Design enables consumers to perceive, navigate, and interact with your brand. The better your email design, the easier it will be for you to get a response to your email campaign. The below given guidelines will give you new ideas to create a compelling email template.
Marketing is all about simplicity and brevity. Make sure you break up the information so it’s easier for the reader to digest all of the information. To get the best response to your email marketing, you need to:
- Make your content shorter.
- Replace chunky paragraphs for short paragraphs.
- Use bullet points, images, bold titles, quotes, etc.
- Set your call to action apart using bold colors, button, or text.
- Integrate social sharing buttons as well as your contact information.
- To make your email CAN-SPAM compliant, make sure the unsubscribe links are placed prominently and easy to find.
According to the 2015 State of Marketing Report from Salesforce, 79% of marketers deem email content and design as both the most critical and most effective aspects of an email. You can find a great example of a streamlined, mobile-friendly design from Uber here.
The initial description is brief. The call-to-action is within the scroll, which is perfect for subscribers who just want to skim through an email to see if they can find something interesting. And the content, which is in a step-by-step explanation, looks very pleasing.
Most of all, we love how consistent the design of their promotional email is. It includes visual aspects of the Uber brand, like their social media photos, app, website, and other parts. Plus, the email is decked out with the right color scheme – not too much bright, along with geometric patterns. Best of all, their email tells their brand’s story.
To sum it up, Uber seems to…
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