4 Tips for Response-Driven E-mail
"When 50 million some odd people a day are using e-mail and checking it more than five times, on average, how do you become trustworthy and relevant?" asked Andy Goldman, VP of solutions for Rapp Collins Worldwide, in his talk on designing e-mail for response, given as part of panel discussion on e-mail creative during the Nov. 13 All About eMail Virtual Conference & Expo.
In his presentation, Goldman explained how marketers using smart e-mail design can appeal to consumers who are wading through ever more chaotic inboxes. Below are four tips for e-mail design with response in mind:
1. Make Expectations Clear
Set steady expectations about how often you will mail and what your messages will look like. For example, let your readers know if you will be sending a series of e-mails with the same subject line or a variety of different looks. Creating preference centers can help brands put even more control into consumers' hands.
2. Build on Your Existing Relationship
As an element of trust, the "from" address should be reflective of the brand or business that owns the relationship with the consumer. When relevant, Goldman says that including a word or two in the subject line about a previous customer engagement helps break through the clutter. Some examples he uses are "reminder," "confirmation" and "update."
3. Design With the Consumer in Mind
Employ eye-tracking technology to follow your consumer's eye and find out where your e-mail hot zones are. Heat tracking also can illustrate common hot zones in e-mail templates. Testing different proven hot zones in your creative can help you better predict the most effective placement for your offer and call to action.
4. Clarity Is Key for the Call to Action
Call-to-action buttons, designed as images, tend to attract more attention than simple links. Because some images may be lost coming through inbox filters, always use an HTML text backup. The call to action should reflect the value of your e-mail communication as described in the subject line. Finally, be wary of providing too many links in your e-mail, which may compete with the primary call to action.