For an organisation, the need to expand through digital marketing is becoming increasingly pressing with each day. It becomes more and more difficult to compete on the ever-expanding market, so companies are looking for new ways to present themselves to consumers. For both large and small businesses, e-mail marketing has long been an integral part of their daily operations. Meanwhile, others are just now starting to think about it.
Not everyone has a Facebook, Instagram or Twitter account. E-mail, however, is the kind of “digital passport” that is required to engage in online activities. The competition is smaller for e-mail messages than for the Facebook news feed. That does not mean, however, that one should resort to e-mail messages only and stop all activity on social networks. One cannot just sent out e-mails without putting any thought into them and hope for good results.
The following steps will help you prepare a visually appealing and effective e-mail campaign, as well as ensure that it does not end up in the spam folder.
Create a mobile-friendly e-mail message
The smartphone has almost all the usual functions of a computer and is easy to carry in your pocket. So, it is not surprising that the number of people who check their mail from mobile devices is growing. Remember this if you wish to keep up with your competitors. The right-size buttons, texts and pictures will prove to be very helpful in achieving the best campaign results.
Do not stick needles in the electrical socket
An e-mail is not a website. Sounds logical, right? Thus, don’t try to fit the entire content of a website or a blog into it. A few products and pictures will do. Sometimes it is enough to just have a neatly designed text. This is because your business page serves as a “cashier”, and your e-mail as a “sales specialist” who makes your website visible among those of competitors.
Technical capabilities must also be taken into account. Most options available on a website will not be possible to use via e-mail. However, this does not mean you have to give up on a pretty and efficient result.
Focus on the essentials
Statistics show that people spend 12 seconds on average to read an e-mail. This is not enough to read the whole text, but only the parts that stand out the most, so using expressive colours, contrasts and font sizes will help to convey the main idea and purpose.
Use stunning pictures
E-mail campaigns have limited visual capability, so the right picture can speak a thousand words! However, do not focus on that too much, because you will risk that the e-mail will end up in the spam folder or, at best, the message will be cut.
A successful call to action (CTA)
There are several types of e-mail messages, such as confirmation, information, invitation etc. But they all have the same goal, and that is to get the reader to click on it. It would be foolish to lose it simply because the button is not clearly visible or the text on the button does not match the content. This might be the one thing your campaign is missing!
People remember 80% of what they see and only 20% of what they read. Your clients have entrusted you with their personal inbox – do not disappoint them. Thinking about the content as well as the visual design will pay off.
Remember: There is no ideal marketing formula. There are only numbers, analysis and tests that interact with success. Therefore, we recommend that you experiment with e-mail campaigns to find out what works for your business. BREGARDS team can help you prepare such a strategy for these campaigns.