Ultimate tips for email marketing part two

In the previous blog I got the ball rolling on the ultimate tips to email marketing.

The focus was on the importance of creating worthy content that didn’t resemble spam or useless, meandering information. You can read that blog HERE.

I provide email marketing in Enfield and email marketing in North London area, which has seen me experience the many different facets and factors of the email marketing process. It’s easy once you know the tricks and tips of getting it right.

Once again, the primary factors involved are:

• Content
• Design
• Accessibility
• Practices
• Subscribers

So, to continue the rundown on the ultimate tips list…

2.       The devil is in the details of Design

Why is design so important?

Well, there are a number of factors involved with its importance but none more so than the basic principle of an aesthetically pleasing email marketing campaign being easy to look at. Overly complex, poorly executed designs can easily lose the interest of the target audience simply because there is too much colour, text etc.

What you need to consider is brand consistency in email marketing. You need to incorporate aspects of your brand’s style, design and aesthetic in order to successfully perpetuate your image throughout the campaign. Include the company name, logo, colour scheme – keeping all these essential elements consistent with the brand itself. This uniformity helps your audience to feel that your emails are both familiar to them and expected.

Think of those fonts! Many email marketing design choices make the easiest of mistakes – bad font choices. The difference between an email in Verdana or Calibri versus an email written in Comic Sans or Impact can be all too obvious. You want to be taken seriously so use a serious, legible font. This includes getting the right font size. A helpful way of making your decision on what the best font to use is choosing a standard system font that everyone will have (e.g. Times New Roman, Arial etc.)

Remember, we’re living in the 21^st Century now! Don’t leave out mobile users. A large portion of people use their phones to check their emails so make sure your emails and landing pages are accessible to them. The less complicated you make it for them to view your pages, the smoother the reading process will be overall.

Design matters most when you boil down the essential needs of an email. It needs to look good, read easily and feel familiar. Without implementing a considered, well thought-out design strategy, you’ll end up with a flood of users sending your email campaign straight to their junk folders.

In the next part on this series in the ultimate tips for email marketing, I’ll take you through the importance and ideas behind Accessibility. Stay tuned.

My name is Pete Winter and I provide a service for email marketing in Enfield and email marketing in North London. Contact me for further information or to discuss projects.