Email Marketing – Email Design
The style and word you use for a marketing email is extremely important. Most people think that strong graphics, highlighting, bolding and the use of capital letters within the body of the email will create that maximum impact on the recipient.
The truth could not be further from that. As a marketer you need to put yourself in the shoes of the recipient. What do you do when you receive a marketing email full of colorful graphics and variant text? If you're anything like most people, at best you may quickly scan the email and then hit delete.
To make the maximum impact using email marketing your emails need to be plain, short and to the point.
The title of the email must not contain any words like discount, save or offer. Keep the title relevant but vague. This ensures that your emails are opened. So for example if you are promoting email marketing lists your title should be 'marketing data'. It's vague but relevant.
The body of the email should contain no graphics or colors. This not only ensures that more of your emails end up in spam folders but it's an instant turn off to your recipients. Everyone associates graphics and color in an email with sales. As soon as your colleagues see this their competitors will go up and you've lost a potential lead.
Do not use highlighting, capital letters or excessive bolding and underlining. This again ensures that your emails end up in spam folders and turns recipients off. Even worse than the spam folder, incoming mail servers pick up on the fact that it is a marketing email and it is never delivered to the recipient and is returned to you as undelivered.
Keep the text of your email short and to the point. Write it as if you were writing a regular email. Ensure your unique selling points are included clearly within the email. Start with a short two sentence introduction, then your unique selling points and then finish with links to your website and a contact email address. If possible include a telephone number as this indicates that you are a 'real' company.
Finally include a one click unsubscribe option.
By sticking to this outline your recipients do not feel threatened by your email and are far more likely to read and respond to it.