4 Email Marketing Writing, Designing Tips
Email marketing is an interconnected science. It was the first social channel and lives on in a similar way now, with marketers needing to pay attention to brand continuity on the channels that will appear on smartphones. So here’s a closer look at how email marketers can ensure they’re doing their best with email writing and design in 2018.
It turns out, email creative and content are the first two essential aspects of email design. So email writing is actually part of email design. But we’ll split out the topics for ease of digestion.
Austin Ray of @MailChimp is first up, with a blog post he wrote for Twitter Business on April 30. Ray’s “Tips on Writing for Email vs. Writing for Social Media” is complemented here by the July 16 piece by Matthew Caldwell. Caldwell wrote a Yes Lifecycle Marketing blog post titled “Top 3 Most Effective Strategies of Email Design.”
Email Marketing Writing
Put that coffee down! Coffee’s for email marketers!
While the line in “Glengarry Glen Ross,” the Pulitzer Prize-winning play-turned movie, is “Coffee’s for closers,” you get the idea.
Email is for conversions and social media marketing is meant to raise brand awareness and display the brand’s personality, Ray says. Marketers can use social, though, to tweet out links to the e-newsletter sign up page, for instance. Then use emails for conversions.
Get to the point quickly, state your case in a couple of paragraphs, then close the deal with a CTA. Ray writes:
“Your customers don’t want to read a novel when they’re perusing your latest store items.”
The nice thing about having plenty of social media content, though, is you can repurpose it into email marketing. Ray says:
“Roundups of relevant previous content, bestseller lists, photos from social media, popular evergreen posts: There are dozens of ways you can repurpose old content in a new light for both social and email audiences.”
— MailChimp (@MailChimp) April 11, 2018
Designing Email Marketing
Email Marketing Creative
White backgrounds with a brand logo at the top, that launches straight into clear-and-to-the-point content works best, Caldwell says.
Looking at my inbox recently, almost all of the marketing emails I received did exactly that.
Ray says much the same as social media marketing, email creative should be a couple of paragraphs long and link to longer content on a landing page, if longer content is necessary. Include a product photo, if necessary, and always a CTA. Read your content aloud to ensure you sound like a human, he says.
“A simple email creative is easier for subscribers to navigate, leading to increased engagement and conversions. Keep in mind that emails should be designed for the inbox, not the browser. Unlike browsers, inboxes are smaller and serve as places of dialogue.”
Supplement Regular Messaging With Value-Added Email Marketing Content
Design an email marketing program with special content that keeps customers opening the emails, eager to come back for more. If they just get quotidian messages, they may open them less frequently. Caldwell says to make sure these value-added emails don’t have a CTA. Don’t always push for the sale, in other words.
“Statistics, recipes or outfits of the day are all great examples of value-added content. For example, Dictionary.com sends subscribers word-of-the-day emails that do not include any calls to action — they’re designed with the sole purpose of getting subscribers in the habit of opening the company’s emails.”
Here’s a word of the day: Lachrymose. Marketers aren’t lachrymose when they see their emails getting opened, because it means customers are engaging with their content.
Email Marketing Coding
Go light, Caldwell advises. He elaborates:
“If your email takes even a second too long to load in the eyes of the subscriber, you will miss out on engagement.
“Coding your emails with a mixture of HTML words and HTML-based buttons — not images — is one way to reduce load times.”
What do you think, marketers?
Please respond in the comments section below.
Related story: 11-point Checklist to Increase Email Clickthrough Rate