Email newsletter production should accomplish a few key things and should provide the reader with real value. Such as saving time or money, connecting with the brand to receive useful information or connecting with a community. To do this brands often use Q&A forms, offer discount codes or highlight consumer reviews. It’s also crucial to ensure that all your readers can view your newsletter as intended and make sure it is optimised for all platforms. Images and attachments should all work correctly when viewed on mobile devices and text size should be adjusted to the correct screen size.
For consumer email subscribers, a minimum of five (or six with e-commerce brands) emails are necessitated:
Welcome email: This is an email thanking the user for their subscription. It should introduce the brand and prompt the subscriber to complete their profile or update their preferences.
Newsletter Email: This periodic email educates and informs subscribers about the brand and its products or services. It should entice interest in purchasing from the brand.
Sales promotion / announcement email: The aim of this email is to transform a subscriber to a customer. It will take on a marketing tone and should lead the subscriber to believe that the purchase will solve whatever problem originally led them to the brand.
Order receipt email: This email confirms purchases made by the subscriber. It can also be used to promote other relevant products at an 80% transactional to 20% promotional ratio.
Re-engagement email: Not all recipients will actively engage with their subscriptions. This email serves as a reminder and may bring dormant subscribers back into the sales cycle.
Cart abandonment email (for e-commerce): There are many reasons a subscriber may leave their purchase midway through the checkout process. The purpose of this email is to draw them back and to reunite them with their shopping carts and is a must-have in e-commerce.
Email design is based on five pillars:
Email layout: The layout dictates the placement and hierarchy of all email elements. The appropriate layout will allow subscribers to get the takeaway message from scanning the content. Single column layout is the most widely used for creating mobile email layouts. It stacks elements in a single column, reducing clutter and eye movement.
Fonts/typography: The presentation of the email copy also plays a vital role, as different fonts correlate with different emotions. This is where typography and formatting come in. While emails don’t support a wide range of custom web fonts, there are different ways by which they can be implemented.
Colours: As in typography, colour variation and emotion are interlinked. The background, CTA button, and hyperlink colours, and images all encompass the brand guideline and define the personality of the email.
Images and visual media: The right balance of text and visuals encourages interaction from subscribers, who don’t want to get lost in the text. This is especially pertinent in e-commerce, where product visuals can be used to complement the description.
CTA button: This completes the email template design and measures the effectiveness of the copy. While the copy may not be able to completely communicate the message, the CTA button redirects the subscriber to a relevant landing page and should not be excluded when designing an email.
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