21

Mar
2020

5 Email Design Best Practices for 2020

5 Email Design Best Practices for 2020

Email design best practices are there for a reason and as we move through 2020, you have every reason to follow them more than ever before. If you want to enhance conversions, secure more customers and get your emails read then you have to get it right. So many emails go unread and even unopened which makes it more important than ever before to get the design right. Design Starts With What They See in Their Inbox You can have the best content within your email but that won’t work if you don’t make your first impressions count. This begins with the inbox. There are three main elements to think about here and that included the Sender Name, Subject Line and the Preheader. Add your brand name and your name into the sender name as this will enhance trustworthiness. Next, keep the subject line short and sharp so you grab their attention. Give them what they need in a glance and keep it simple. Now, get your preheader spot on. This is the first piece of text that they see when they open the email. Tell them what the email is about in a short snippet. Consider Visual Hierarchy as Part of the Design Visual hierarchy is a powerful design practice that can fall in line with the way people consume information. This means that your content can be scanned and understood but you also direct readers to the information that carries most significance. There are methods that you can use here such as the Z Pattern or the Inverted Pyramid. Interactive Content Email design that is interactive is a great way of encouraging readers to interact with content. These elements can help to create a unique experience but also enhances the user experience. Readers can engage with content without needing to leave your email. So, incorporate animated buttons, hamburger menus and product carousels among many other things. Use User-Generated Content Many consumers don’t trust the brands that they use. Instead, they trust the feedback and recommendations that they receive from peers. This is the perfect opportunity for you to let your users tell your readers why they should choose you. So, include genuine user feedback in emails as this will really add value to your content. Use Dynamic Content to Get Personal Readers no longer want an experience that lacks personalisation and feels cold. They want that type of human-to-human interaction where brands know who they are. It is now possible to retrieve huge amounts of data about your readers, enabling you to create personalised emails that are tailored to their likes. Using segmentation, lead scoring and other advanced automation tactics, you can tailor all content to the individuals. This personalisation makes the entire experience more real for your readers and it makes it possible for you to target them with relevant offers, inform them of their abandoned cart or even ask them to complete customer surveys. It takes it to a whole new level and makes your readers feel as though you are speaking to them directly.


14

Mar
2020

Email marketing trends for 2020

Email marketing trends for 2020

Marketing changes and with that comes changes to email marketing. Each year, new strategies and ideas are implemented in order to reach the target audience in the most successful way. So, take a look below to find out what email marketing trends we are likely to see in 2020. Reach a Wider Audience with Email Email has been commonly used to build relationships with subscribers but things are changing because email marketing can also help with new customers. This is all about creating emails that contain valuable content that readers want and value. So, instead of discussing specific products, businesses are now delving into new content whereby they provide knowledge and expertise to consumers. As a result, businesses are offering broader content and are not just talking about the products they sell and this appeals to a wider audience. Create a Conversation with Email Marketing Email marketing is not just a case of businesses sending out emails that users cannot react to. Email marketing gives you the chance to let readers react and you can do this by asking them to comment on a video or take part in a survey or they can even react to a social media post. This gives brands the chance to start a conversation by replying to comments or feedback. It creates a connection that users love because they feel as though they are having a conversation with brands. Email Data Can Help Shape Future Campaigns We all know how important email is but there is a huge amount of data that you can use from email marketing campaigns that can help you to create enhanced campaigns in the future. As a result, you should focus on identifying your user activity so you can find out how subscribers behave as well as your customers. This will enable you to personalise messages and include automated workflows that follow your sales funnel. Keep Communicating Even After a Sale The reality is that you should not stop communicating with your customers once they have made a purchase. This is your chance to grow your business because if they like what you do, they will come back or even recommend you. So, you can give your customers the right tools to help them promote your business. So, send them an email thanking them for their purchase, give them a reason to share your business through social media and more. Making it easy for them is key to success. Earn Money with Sponsored Emails If you have an email newsletter that has a loyal customer base then you could earn money from it. Having engaged readers is a real asset and something that other businesses will want to get on board with. As a result, you could take advantage of sponsored emails. Other businesses will pay you to take up space on your newsletter because they know that your subscribers are likely to pay attention to it. So, this puts a new twist on email marketing and even gives you the opportunity to turn your email newsletter into its own money-making business.