Poorly designed emails are about as effective as trying to give a sales pitch while your consumer is wearing earplugs. It doesn’t matter how loud you shout. They’re not going to hear your message.
Similarly, it doesn’t matter how many emails you jam into their inboxes, they’re not going to hear your message if you don’t stand out.
Don’t allow your message to get lost in the white noise. Here are some ways to format your emails that will prompt a better response from your consumers.
Put in some personality
Every brand has a certain personality and culture associated with it. Format your message in a way that will best portray these two attributes. At first glance, it’ll help remind consumers of your brand, prompting them to read more. Or at least preventing them from clicking delete right off the bat.
Keep it simple
You don’t want your call to action to get lost. So don’t bury it beneath a flashy graphic or a block of text. Put it towards the top in a place where recipients can see it without having to scroll down. Use bullet points to highlight the most important information. People appreciate a message that’s easy to read and gets to the point.
These days, if you want to stand out, it’s not enough just to target everyone with the same message. If you can, personalize it. If you know what interests your readers, give them additional content that they would find useful or interesting. They’ll remember that, and they’ll probably look for your emails in the future.
Make it easy for your readers to contact you. Even better, allow them to share your message with their friends. Make those social media buttons big and bold (without being obnoxious, of course).
Also, keep in mind that people are probably more likely to approach you with questions or comments if they are provided an email that has someone’s name in it, not just firstname.lastname@example.org.
Email marketing doesn’t have to be a guessing game, and you don’t have to get buried beneath everybody else’s poorly formatted muck. Do something different and get your message heard over all the noise.
Image: Ekkehard Streit