Email Message Design: Make Your Email Stand Out in a Crowded Inbox
With more and more businesses engaging in email marketing, and emails flooding into potential customer’s inboxes, how does one make their email marketing campaign stand out from the rest. A simple but over looked idea is the email message design.
It’s easy to say that, in creating an email marketing campaign, you should “be creative” and include “effective and relevant messages.” But how does one go about doing that? How do you create a email marketing campaign that will stand out in an inbox crowded with emails, potentially offering similar products or services? Here are some helpful tips for your next email marketing campaign:
Use simple, flexible HTML templates
Make sure your message will display correctly by testing your templates in different browsers and email applications. If you do not have graphic design skills or want to go through the trouble of creating your own template and testing it, Email Marketing Power will be glad to design a template according to your specifications. With this template you can swap out and modify content.
Use relevant subject lines and “from” addresses
Subject lines and “from” addresses are the first thing a recipient sees. Don’t get cutesy with them—they should be straight to the point. Use your company name or brand name instead of a generic “from” email address. Even if your recipients are not familiar with your company or brand name, it looks a lot less “spam-like” then a generic email address.
Provide incentives or promotional deals
Include a percent off, coupon, or free trial for new customers with in the email design. Convince skeptical recipients by making them an offer they can’t refuse.
Personalize your email message design
The amount of junk in people's inboxes makes them much less likely to open anything they did not sign up for, or something that isn't directly addressed to them. Address your customers directly by using their name in the subject line. This information will likely only be available to you if a recipient signs up for your messages via a form on your website or landing page. By employing personalization, customers may be more inclined to open and click-through to your website or landing page.
Link to a video on your website or landing page
Many people would much rather click on a link that opens a video showing a product or service, rather than read a lengthy list of features in your email. Don’t explain everything the video will show. Intrigue your recipients by providing a link where they can “see how [insert product] saves you time and money” or “learn just how easy it is.”
This design feature is a simple way to keep the customer interested in your business.
Simplify the information you include in your email message
Remember, people today are receiving more emails than ever. Most people have more than one email account. Keep your information short and simple. Highlight important features, accolades, years of service, or incentives. Use bullet points, keywords, and boldface. Don’t clump your information into a few paragraphs. Create multiple columns and/or sections, but remember to keep it simple if you want your template to work in the major email applications.
Use opt-in email lists
You’re not going to stand out in a crowded inbox if all your messages get directed to spam folders. That is why you need to use opt-in email lists. Opt-in lists contain recipients who have at one point chosen to receive those emails. They guarantee a higher rate of deliverability
The easiest way to collect opt-in email is by having users sign up for your email newsletter on your website or landing page. However, some businesses will randomly send boat loads of emails, even to those who have not chosen to receive them. Many of them engage in illegal practices, such as not including opt-out links or honoring opt-out requests. At Email Marketing Power, we use opt-in lists follow the CAN-SPAM act 100%. (law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations)
Benefits of using opt-in lists:
- Opt-in lists receive higher subscriber retention rates. It makes sense. People who have asked to receive your emails are obviously more likely to open, read, and click-through than those that have not opted-in.
- Opt-in lists are more profitable. If you consistently deliver quality newsletters on time with highly relevant information, recipients are more likely to trust you and buy your product or try your service.
- Develop a greater reputation and with your audience with opt-in lists.