E-commerce Link: Time for a Tuneup
The pleasing two-column design allows Symantec to pack in a lot of information. The smaller left column has a table of contents, a graphic that depicts the threat level for viruses and spyware, and a sidebar with monthly tips.
In the feature column, Symantec uses a few graphics to add visual interest to its e-mail. The main story has a larger headline, a short text introduction and a large "Read More" button in orange, an attention-grabbing color.
• Calls to action: Always make sure the action you want your reader to take is clear and prominent—whether it is clicking a link to read more content, to view more about the offer or some other activity.
Lyris, a provider of e-mail and online marketing solutions, uses various types of e-mails to promote its white papers, webinars and newsletter. For its newsletter, the e-mail header includes a table of contents, the newsletter name and date, a positioning statement, and the choice of viewing a mobile or Web version of the newsletter.
The company uses a two-column design, and the graphics included are minimal but important, breaking up the content display. The newsletter's layout is simple, but easy to read and digest.
For each story in Lyris' main section, two links are included. The link to "read full article" is in orange, and there is another link next to it with an orange outline for "free related resources." In the smaller right-hand column, Lyris uses a blue call to action for its webinar asking readers to "register for the webinar."
• Color palette: A pleasing design incorporates a standard color palette. Keep the colors you use in your e-mails to the variations of three main colors, and use no more than three different fonts.
• Social media icons: If you actively use social media or believe some of your content is share-worthy, incorporate social media icons into your e-mail. Most e-mails include the major social networking symbols—such as Facebook, LinkedIn and Twitter—at the bottom of the content. Some informational newsletters incorporate the logos at the end of each content clip. This is certainly a way to extend your reach, because readers who have a particular interest can share this subject matter with their networks.