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Before and After: How to Design Top-Notch Emails…

Before and After: How to Design Top-Notch Emails

One of the hottest trends today is posting and
recreating before and after photos. Hashtags like #TransformationTuesday and
#ThrowbackThursday often accommodate pictures on the web. While these before
and after shots are most often seen on social media, it is something that email
marketers can take note of as well.
If marketers want to craft great campaigns
that slice through the noise and actually get people smiling and nodding their
heads, chances are an email marketing makeover is in order. By capturing a few
old emails and following the three P’s of email, this marketing makeover has
never been easier. Read on for some best practices in determining when an email
makeover is in order, and how, to implement one.
a Clear Call to Action
We’ve heard it time and time again; the human
attention span is decreasing, now projected to be around just 8 seconds. While this is merely
an average, the point is undeniable: it is becoming harder for marketers to
convince subscribers to act on a message. Email marketers need to be crystal clear
in presenting their call to action; if the call to action is hidden below the
scroll line, extremely wordy or in a long paragraph of text, it’s time for a
Before a marketer writes a call to action,
it’s critical to think about what type of action the consumer should take.
Consider phrases like “buy now” to help readers appropriately respond. In order
to create a clear and concise message, keep the call to action to just one
sentence. This allows readers to quickly understand the task at hand and
eliminates confusing jargon. Additionally, try formatting call to actions with
bold and italic fonts to differentiate them from body text.
for Mobile: Make it a Top Priority
It’s no question that more emails are being
read on mobile devices, and this method of viewing is only becoming more
widespread. Gone are the days of designing for desktops; adaptive email
marketers must make these small screens their biggest priorities by re-doubling
mobile efforts and focusing on how to best facilitate mobile content
The first step to building a mobile-first
approach is implementing responsive design. Responsive design tools create the
most optimal viewing experience possible on any device by rendering emails
properly to the receiving screen, allowing easy navigation and minimal
resizing. It’s also important to note key differences between mobile and
desktop when laying out emails. In order to design for all platforms, focus on
a vertical layout. This not only allows for more information to be provided
before the scroll line, but ensure emails will be mobile compatible.
Space: Have a Good Balance of Text and Graphics
While everyone enjoys images, there is a fine
line between using images to convey a message and overwhelming readers with
entirely too many graphics. Designing an email that is too heavy with images
not only delays the time it takes for a message to load, but also sends emails
directly to the spam folder. While impressionable subject lines help catch
subscribers’ eyes in a crowded inbox, the content and structure of an email is
key to keeping subscribers reading and acting on your message.
For your next email, begin with incorporating
text and a call to action at the very top of your message. This allows the reader
to quickly see what the main message is while waiting for graphics to load. In
addition to placement of text, having a balance of text and images that pleases
your readers is imperative. Spammers often hide their messages in graphics to
try and beat the spam filter; because of this, engines are trained to not send
emails heavy in images to inboxes. In order to find the perfect balance of text
and graphics for your subscriber list, utilize A/B split testing and see what
works best.
When designing emails, it can be easy to fall
into the routine of using the same format or template. However, in order to
keep your subscriber base engaged, it’s critical that marketers keep pace with
the changing times and adapt their campaigns to reflect the latest trends while
maintaining a cohesive design. Following these tips above will ensure a
successful email makeo
ver that’s bound to leave subscribers engaged.
EJ McGowan
General Manager

For more information on Campaigner, please visit

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