An Email marketing campaign is an effective advertising tool used by the business world to communicate with their customers and potential clients about their services and products. In this entire game of crafting an efficient email marketing campaign, your e-mailer design plays a very crucial part. Mainly, it is simply about being in touch with your subject matter and targeting the desired customers.
Go back a few years back and you had a handful of desktop email clients to use for e-mail marketing campaigns. Now, in the changed scenario, your emails should look good in a variety of desktop clients. In addition to that, you can't skip mobile users as 53% of them use their mobile devices to read mails and respond. The catch is clear. You have to draft an email which is equally compatible with all these desktop clients (Gmail to Outlook to Yahoo! Mail) and mobile devices.
Whether the motive of your campaign is to make people purchase your product, perform some downloads or just visit your webpage, deliverability is the end result every email marketer needs. Elements of a great e-Mailer play significant role in designing an email marketing campaign.
Essential Elements of an Emailer That Improve Open Rate
Every email design contains some page layouts and designing fundamentals that help marketing strategy makers to come out with concrete and appropriate email marketing move. Some of components that play a vital role in an effective email design are listed below:
Embedded in top of the email structure, Preheader is a very important part of the mail format these days for launching a fruitful email marketing campaign. Essentially, a Preheader informed the recipient about the email basics and the ways in which it is displayed in the browser with added images and snippets.
2. Header and Navigation
This is a type of color banner and secures its space between Preheader and main message. This space accommodates for the company logo and corporate taglines. Sometimes menu options and other links for the web pages for your site may also find place here.
3. Primary Message
Since this is the most prominent part of the email, where readers put their maximum attention, it requires optimum analysis and research. This portion contains primary message for the customers with an appropriate headline, body copy and some well defined supporting images. A well-balanced blend of all these components imprints a very positive impact on the customers.
4. Sub messages
Adding secondary messages in your e-mail may impart more spice in your email text. Toting up good color combinations, impressive headlines and eye catching graphics are some good considerations you may include in your sub messages.
5. Table of Contents
Emails that contain some important newsletters have loads of contents. So putting table content allows customers to explore that part of the mail which interests them rather scrolling entire mail in one go. If you require to coming up with a credible and effective email design, you could consider a simple yet impressive banner with your company logo and corporate tagline.
One or two images related to your business endeavors could be a great addition. While choosing text for the message one should opt for plain text for announcements, information and other relevant details.
6. Give readers a link to an online version of your email
It might be possible that some email clients and mobile devices don't support HTML. While sending an email, keep a link of of the web version of that email included. In this way, the recipients who have an email client / device that doesn't support HTML can still see your email
7. Keep a plain text-version of your email
Email clients are choosy about the mail content and quickly kick it to spam folder if found it tricky. Mail to ensure delivery to a user's inbox, crate and optimize text-version of emails as well. Keep both multimedia and text-version of the email with you as most of the email providers support either version.
You may seek help of email designing service professionals to get the best email designs that suit your campaign and has creative value.
8. Links must have an absolute path
Your mail is opened in n number of devices and environments, so it's important to keep your links absolute. If the recipient opens the mail outside your company network, the mail content may disappear due to broken links.
9. Images must carry an ALT text and absolute path
Like absolute paths are required for the internal links within the mail, the images too should carry absolute paths and an ALT text as well. If mails are accessed outside the environment, the absence of that absolute path may restrict opening of images.
ALT text is important to identify that image within the email. Adding ALT text to your images helps recipients to know what the message is all about even if they can't see the images.
10. Images should be of a specific dimension
Setting specific width and height for the images helps to maintain the structure of email design. This is especially useful when images are turned off by email client. Resizing images to a defined dimension saves time since some email clients don't consider HTML size ratios.
11. Set up your mail preview text
Setting up email preview helps recipients having a brief intro of your email while hovering or clicking over the email. Some popular email clients display the first few lines of text from the body of your email alongside the subject line.