We handle
email marketing for quite a few clients here at Designer Websites - this involves designing each individual campaign and, once the client has signed off on our design, converting and sending the mailer to that client's customer base.
Having done this every week for several years, we now have a pretty good idea of what works and what doesn't when it comes to email marketing campaigns. Here are some top tips from our professional web design team:
- Keep your prime content above the fold. People get a lot of emails nowadays, and if your customers have to scroll down to find out why you're emailing them...well, they won't. They'll delete your message and move on to the next one. That doesn't mean you can't put anything under the fold, but you should definitely put the 'meat' of your mailer right at the top if possible.
- Brand strongly and consistently. You want to make sure that the recipients of your email know who it's coming from. You also want to make sure that, if they click through to your site, the transition from email to web page is as smooth as possible. Consistent branding is essential for both of these goals - make sure your company name and logo are exactly the same in your mailers as on your website, and make sure that they're prominently displayed in both places too.
- Use your best images. If you're promoting products in your mailer, make sure you've got decent photos of them. Images are what make people click, and the better your images are, the better your CTR (click-through rate) will be.
- Don't go overboard. There's always the temptation to cram as many different products and offers into a mailer as possible, but with this sort of thing, less is almost always more. A single clearly-stated, well-presented promotion will elicit a better response from your customers than a confusing, overcrowded jumble.
- Check your landing pages. What page(s) are you linking to from your mailer? Is the content of your email campaign an accurate reflection of the corresponding content on your website? If not, you'll probably see a lot of people clicking through to your site and then leaving right away because they couldn't find what the email promised them.
- Put some thought into your subject line. The subject line is the single most important element of any email marketing campaign - after all, if nobody's interested in your subject line, they won't even bother to open your email and see what you've sent them. Do your best to write something that will grab the attention of your customers without looking too much like spam. Oh, and be sure to triple-check your spelling - nothing will kill the recipient's trust more quickly than a typo in the subject line!
Would you like our professional web design team to handle your email campaigns for you? Click here to request a quote, or give us a call on 01446 339050!
