Creating the Perfect Marketing Email
January 31, 2013
What makes for an effective marketing email? So many brands funnel in on the writing aspect – they try to create engaging headlines, avoid typos and ensure their messages don’t get flagged as spam. While this is all important developing the perfect email, you need to be careful of focusing too much on just the writing component. Other elements are frequently at work as well, from design to graphic choice, and it’s crucial your brand is building email newsletters and messages specifically for your target audience.
1. The Layout
Perhaps the most undervalued aspect of a successful email message is the basic template. Emails need to have a well-planned layout, complete with different sections and types of content. The end goal is to present your consumer with engaging information that will influence their purchasing decision or drive them to a specific call-to-action. The template should move them through that natural progression, encouraging them to take action by the end.
While there is nothing wrong with sending a plain text email, you may want to consider creating a template. It can greatly enhance the story your messages are trying to tell as well as creating a more aesthetically pleasing email.
2. Be Cohesive
Emails need to have an evident cohesive theme. If you’re simply trying to periodically engage customers with regular messages, each one should tell an easily identifiable story. For example, if you sell sporting goods, your emails might want to take advantage of whatever sports are currently in season by creating content that revolves around that concept.
Themes should serve as the backbone for every email. If your messages look jumbled and don’t have any clear purpose, it reflects negatively on you as a business and a brand. You need to be an effective storyteller, and having a cohesive theme is a part of that.
3. Deliver on the Content
Once the layout and theme have been decided, you can then begin zoning in on the content. Once again, it’s important that you don’t get sidetracked on the writing alone. While it should be a primary focus, other aspects – such as image use and offers – are equally as compelling. Content is the complete package, and creating engaging collateral is crucial to getting customers to take that next action. You need to ensure your content is brand-compliant and that any images you use are on point with the message you’re trying to send.
Marketing automation software can help with the creation of email collateral, ensuring salespeople can develop messages that are both targeted at specific customers while also maintaining the message established by the brand. Considering the sheer number of people using email to communicate with others, it’s critical that companies are able to effectively execute their email campaigns.