A good email marketing campaign design results from several things.  Keeping it simple is the first and foremost, but if it contains a flashy headline and opening with no real content, you are unlikely to get the results you desire.   People avoid the ‘gimmicky’, so if yours is, you should consider a redesign as outlined below.

A “Newsletter” is Better

The Nielson Norman Group reports that the average email newsletter reader spends an average of fifty seconds in review.   However, a simple email is likely to hold a readers attention for only about four seconds.   So, a newsletter is a better choice because it will likely hold your readers attention for ten times as long. This now brings us to the ideal design of the newsletter or email.

Design Copy for Target Audience

What is most important is to establish an email marketing design that will strongly attract attention, but also hold it for an extended period of time.   Most consumers only read a small fraction of the emails they get, and most of the ones that are actually opened are only scanned for content.  Different people react to different advertising stimuli, so you need to be sure to design your copy in a way that targets the kind of audience you are trying to appeal to.

A Personalized Compelling Subject Line

Because most emails are never opened, it is critical that your subject line stand out from the rest to ever have a chance.  Most email marketers personalize the subject line, as well as the actual body copy.   Your subject line must be presented in a way that clearly promises a unique and exceptional solution to a particular problem or issue.  Alternative, the subject line may challenge a commonly held belief or notion that your target audience may hold.  Take a few days to list the subject lines that have compelled you to actually read an incoming email, then analyze them to understand why they worked with you.

Additive Colors and Graphics Can Help

Another of the key elements in your email design may involve the use of colors and graphics in ways that  that quickly call  the attention of your readers to key benefit statements and calls for action.  At the same time, be sure that the colors do not impact the flow of the narrative in a negative by integrating them smoothly, and that any graphics employed have a clear purpose other than to simply be pretty or attractive.  Colors and graphics must be a clear element of the message you are trying to convey.

Key Elements/Challenges Upfront

Additionally, recognizing that you really have only 4-5 seconds to gain the attention of the typical email scanner, you need to present your copy in a way that the key elements and challenges of your message stand out quickly.   Furthermore, they must be presented in a way that not only grabs attention, but also compels the reader to continue on to get even better information.

Clear Call for Action

Finally, your email marketing message must convey a clear and compelling call for action from the reader.  Be very specific about what you want them to do and provide them all the information and contact information they will need to get the acton accomplished quickly.

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Filed under: Email Marketing

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