Just as aesthetics in art can draw the attention of an individual, so can the design of an email. In both cases, an individual is drawn in to what the artist or email marketer is offering because the visual appeal has piqued their interest.
When you think about building your email newsletter and communicating value to generate leads – aesthetics matter. Incorporating email marketing best practices that are artistically pleasing can improve your readership engagement and generate more leads.
Adhere To Your Brand Standards – Always
One of the single biggest mistakes a marketer can make is to stray too far from the brand voice of your business. Your brand forms a strong impression in your readers’ minds and makes a meaningful statement about your company. Don’t water down the impact of your brand by incorporating colors, images and other visual elements that veer off the standards you have set to communicate your business through your branding.
Keep Typography Consistent
Your text choices, font styles, and font color choices have more to say than just words. Identify specific color choices and font styles for your headings, subheadings, bullet points, quotations and other call-out text so that your copy remains visually consistent across all your communications (not just email).
Make Your Content “Scanable”
Most of us know how short attention spans can be when you’re competing for the attention of readers scanning through their emails. Write your articles in such a way that allows readers to easily scan content so that they are able to identify valuable information quickly.
Use subheadings, bulleted lists, quotations and other easily scanable formatting to make your content as easily consumable as possible.
Another way to make content scanable is by intentionally limiting the length of your article introduction paragraph. Limiting the introduction helps you to creatively communicate value in a quickly digestible manner. By limiting article introductions to 500 characters you can help ensure that you will grab attention with an impactful intro.
When creating a title for an article, you may find it useful to write the article first and then summarize the main value of the post in a title that is between 60 to 80 characters in length. Having scanable titles is just as important as having scanable content. A rule of thumb for is to try and make the first two words of the title as informative as possible, for example:
- Estate Tax Planning Seminar Series: Insightful Strategies Starting in October
Finally, keeping the most important information at or near the top of your newsletter will ensure that even the most distracted readers won’t have the opportunity to miss big announcements.
Don’t Forget The Images
The images you choose to incorporate in your newsletter help make an impression on your readers. If you’ve chosen to stay within a black and white style, stick with that theme for all your images. Don’t veer too far away from the visual tone you’re attempting to set by setting a cartoon graphic next to a black and white image, followed by a full color realistic photo. None of these styles are necessarily bad on their own, but mixing genres can cause visual confusion. Pick one style and stick with that tone for all your images.
Preview And Review Your Content Prior To Launch
Once you’re happy with the visual flow of your message, follow the golden rule of email marketing: Never click, ‘send’ until you’ve checked your content as if you were seeing it for the first time. Here are some tips:
- Read through your custom content, looking for spelling or grammatical errors
- (Maybe even copy and paste your text into a program that can help you troubleshoot spelling and grammar issues as a way to quickly check your work)
- Have someone else proofread your copy to make sure your ideas are being clearly communicated
- Review the newsletter to ensure that your key articles are located near the top
- Click through on all your links to ensure that everything is functioning as you anticipated
A little forethought with your design choices can help your email newsletter stand out in a crowd of bland emails.