Email Design 101
One of the biggest challenges email marketers face is finding a way to cut through the noise of everyday distractions and deliver a welcome and relevant message that connects with and activates the audience. While there's no magic formula for success, there are a few simple best practices that can help you win the attention game and ensure your messages are heard.
1. Getting Into the Inbox
The first step in the process is to ensure good list hygiene. It's best to have a list comprised of more engaged users, ideally those who have thoughtfully opted in. The most effective methods of collecting email addresses are those that allow the recipient to demonstrate his or her interest directly, such as light boxes or interstitials that overlay a Web page, Web page opt-in forms, preference centers, and point of sale (POS) entry. Less effective acquisition methods include pre-checking opt-in permission at checkout or running a sweepstakes to collect email addresses. Purchasing lists is never a good idea and results in less engaged audiences and a higher risk of being blacklisted by spam traps. Email marketing is a relationship; to make the relationship a successful one is to ensure that recipients are excited to hear from your brand or organization.
2. Getting Opens
The average email recipient spends two to five seconds determining whether a message is worth investing in further or abandoning. Because that's not a lot of time to capture someone's attention, the clearer you are about whom the message is from and its value to the individual, the closer you will be to your next goal: getting recipients to convert.
The key to getting your message noticed is to achieve name recognition as quickly as possible. Recipients must unambiguously know whom the message is from at a glance. This is referred to as a "Friendly From" email address and is typically the name of the brand.