Top Tips for Designing a Good Email to Engage your Subscribers
Whether the goal of your email marketing is to increase sales, increase the traffic to your site or to increase customer retention, designing a good email is key.
But how do you achieve this?
1. Match your Emails with your Branding
“Consistent brand presentation across all platforms increases revenue by up to 23%”
Ensuring consistency across all marketing channels is vital to increase your brand recognition- your website, Facebook page, Twitter page, YouTube channel, print material and LinkedIn page should all tie in together. And the same goes for your email marketing.
InTouchCRM’s email editor allows you to customise every element of your email, enabling you to not only create beautiful emails but to create beautiful emails that scream of your brand.
- Include your logo
- Use your brand colours as your background colour and/or heading colour
- Include your strapline in your email
- Match the font in your email with the font on your website
- Use imagery that ties in with your brand
2. Ensure your Email is Mobile Friendly
“59% of email opens occurred on mobile, 15% on desktop and 28% in a webmail client.”
– Adestra “Top 10 email clients” (July 2018)
Considering that the majority of your email subscribers will open your email on their mobiles, if it isn’t responsive, you risk them opting out of your emails and all the hard work you put in to get them to subscribe in the first place will go to waste.
Your email should look as good on a mobile as it does on a desktop and be easy to read and to navigate. Consider the size of your font- a font size of 13 or 14 pixels will be readable on a smaller screen. Consider the layout- using multiple columns in your email will mean your columns will be shrunk and difficult to read. Most email marketing platforms, including InTouch will enable you to preview how your email appears on mobile as well as on desktop. If it doesn’t, always send yourself a test email and open it on your own phone before sending your campaign to your subscribers.
- Use a single-column template
- Use a larger font size
- Preview your email on mobile
- Always send yourself a test email
3. Take your Time with the Design
“Emails that include some sort of graphics have a higher open rate (26.89%) and higher click-through rate (4.36%) than that of text-based emails.”– GetResponse
After the content, the way your email looks is everything when it comes to designing a good email to engage your subscribers. Some marketers make the mistake of making their emails too text heavy, this not only becomes boring to read but difficult to digest for your readers. If you must include a lot of text, section off your email with separate headers and images to break up the text and make your email scannable. We live in a world now where people don’t have the time or the patience to read lengthy emails, so keep it simple and get straight to the point.
As well as breaking up the text, images help to liven up your email, just ensure they’re relevant and on-brand. Using InTouchCRM’s email editor, you can choose from a collection of high quality, royalty free images to use in your email free of charge.
The colours you choose are also important- make your email stand out but stick to a maximum of 2 or 3 different colours and use them consistently. Consider how your use of colour changes the readability of your content- for example high contrasting colours are easiest to read like black and white but others are less so.
- Include relevant images to break up the text
- Make use of headers
- Use a maximum of 2 or 3 different colours that are readable
“By using a specific personal name, rather than a general email address or a company’s name, you can increase open rates and click-through rates by as much as 35%.”– SuperOffice
Personalising your email with your subscriber’s first name will help you to build an instant connection and using their name in the subject will increase your open rate. But personalisation can go far beyond the first name.
Personalised email marketing means sending more targeted content tailored to your subscriber. Do this by segmenting your email list according to different factors, for example location, industry, previous purchases, age or gender. Doing so will greatly increase your email marketing success.
Check out these personalised campaigns to help you engage your subscribers.
5. Include a Clear CTA
“Emails with a single call-to-action increased clicks 371% and sales 1617%.”– WordStream
Designing a good email is all well and good but what do you want your subscribers to do after they have read your email? Give them a call to action and make it as clear as possible what their next step should be. Do you want them to purchase a particular item? Or visit your website? Or follow you on social media? Or watch a video? A CTA is absolutely vital otherwise, your email campaign is worthless.
- Make it stand out by creating a button
- Consider the colours you use
- A rounded button is said to be more effective than a square button
- Use just one or two calls to action- don’t over complicate it
- Make it obvious what it is your reader should do next