What makes a powerful email marketing campaign? It’s not any one thing; it needs to be dynamic, informative, mirror an actual website, non-repetitive, responsive and have a clear Call To Action (CTA). Apple products will automatically scale down emails for their users, but most of the other email service providers out there rely on the code to reformat the email based on the screen size.
If the email isn’t dynamic, meaning if it’s just flat text or one image, you’re going to have a tough time grabbing the recipient’s attention. Pretty high-quality pictures, short bursts of information, and a call to action are what make up the content of a successful email.
I’m going to layout a skeletal structure of an email for you to get a feel for what the most successful brands are doing. From top to bottom:
- Company Logo and Information — Both serve as a means to brand your email, ensure the reader knows who the email is coming from, and can be an area to include some, if not all social links.
- Header Graphic/ Headline — Large [email spanning] graphic, which is typically clickable, and the main CTA for the email. This is important because it gives the reader the opportunity to engage without scrolling down/reading through too much of the email.
- Brief Details about the subject + clickable CTA — If it wasn’t included in the Header graphic, this is where your CTA will be after a brief, concise paragraph of copy. Think of it as an elevator pitch.
- More details about the Subject of the email — This information could also be found typically when clicking the aforementioned CTA, but it’s an opportunity to allow the reader to learn more before clicking, if they’re so inclined. Can contain more specific CTA’s for say promotions or products you’re offering.
- Footer — Includes company information, clickable links for website, email related links like “contact us”, address and phone number to reach the company along with Links for all the top social media pages you have company accounts for: Facebook, Twitter, Instagram, LinkedIn, Pinterest, Youtube, and your blog.
Things to watch out for:
- Using one graphic for the entirety of your email. Some Email Service Providers will automatically flag these as SPAM siting the lack of copy as the reasoning.
- All subscription-based emails must contain Unsubscribe links to conform to SPAM laws. This gives the recipient the opportunity to opt out of your emails if they’re so inclined.
So there you have it. If you’re still sending out flat, text-based or non-responsive emails, you should consider a facelift to the Email Marketing Department. Emails are one of the most cost-effective ways of reaching and engaging with your current and potential customers, make sure you’re putting your best foot forward.