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Design and Content3:59 with Dan Gorgone
To be effective, email messages must have a professional design, compelling content, and appear trustworthy. With great calls to action, emails can be a powerful part of your marketing mix.
Things to Consider
- What do your emails look like to recipients? How does your name appear in the "To" field?
- Is your branding present in your email template design? Is it up to date and consistent with current website branding and content?
- Where do you host the images contained in your email messages and templates?
- How many calls to action do you commonly include in your emails? Do you feature any regular ads or promotions as part of your template?
As soon as an email lands in a subscriber's inbox 0:00 it has some challenges to overcome before it actually gets read. 0:03 First, it helps to be a trusted source. 0:07 If your email appears and the user doesn't know you 0:10 they may be confused or even upset. 0:14 In fact, there are laws outlining how businesses can use email to contact people, 0:16 and by contacting them without permission you may be breaking the law. 0:21 Therefore, make sure you send emails to people who subscribe to you 0:25 and are expecting your message. 0:29 Upon first glance, only your business name and your email subject line 0:32 may be visible, so make sure the subject is an effective one. 0:37 Keep it short and to the point, 0:41 and make sure it's relevant to the content within your email. 0:44 If you're worried about spam filters penalizing you for certain keywords 0:47 like free or save, don't be. 0:51 Today's filters are more advanced and take a number of variables into account. 0:54 As long as your email is on the level and the subject line is clear 0:58 and concise, you should be fine. 1:02 If and when the recipient opens your message, 1:05 you want to create an ideal first impression, just like when they open your website 1:08 for the first time, and with that in mind, it's important to maintain consistency 1:13 with the branding and language you use on your site. 1:17 Designing email templates with your logo, colors, images, 1:21 and other familiar elements can improve the effectiveness 1:25 of your email, especially because loyal customers 1:28 will be more likely to read it. 1:32 Part of designing emails means generating images 1:34 that will be included in the message. 1:38 Most email tools require that you host these images 1:40 on your own web server, meaning they need to be publicly accessible 1:44 just like the images of your website. 1:48 MailChimp is one of the few exceptions that allows you to upload the images 1:51 to their site where they will host them. 1:55 But in either case, try to be conservative. 1:58 The more images you include in an email message the riskier it is 2:01 that the entire message from beginning to end will be seen 2:06 exactly as intended. 2:09 Opting for a simpler design that focuses on content 2:11 can save you a lot of design headaches 2:15 and increase the effectiveness of your messages overall. 2:18 If you can craft a clear, focused message with a nice design 2:23 you're ahead of the game, but when it comes to email campaigns 2:27 you don't want users just to open your email. 2:31 You want them to take action. 2:33 Marketing emails should include calls to action 2:36 just like the pages on your website. 2:39 Also, messages should not be too long. 2:41 Consider how many people are opening emails on mobile devices these days, 2:44 and you'll understand the need to be concise. 2:48 Only include the most necessary content and links, 2:51 and consider the subject of your email. 2:55 Are you promoting a product or service, an event, a sale or discount, 2:57 or an important update for your business? 3:02 Match up the calls to action with this content. 3:05 Provide pictures of new products, 3:08 basic details on events, discount codes to use for sales, 3:11 but above all, link them back to your website. 3:15 Sending messages like these can become easier if you do so on a regular basis. 3:19 Creating a weekly or monthly newsletter 3:24 around the important content and calls to action is an easy way 3:28 to pull all of it together, and don't forget to include your social media icons and links 3:31 to raise their profile as well. 3:37 But regardless of how often you email your users, 3:39 consider each one an opportunity to further your relationship with them 3:42 and to accomplish a business goal. 3:47 As long as users have opted in, the line of communication 3:50 is open, so be sure to use it to your advantage. 3:54
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