If you thought getting an organic opt-in email list was hard, well, you were right, but you were also just at the beginning of the email marketing process.
Designing the email itself is just as important as capturing those email addresses. If your email blasts come up boring, irrelevant or broken, subscribers will either unsubscribe quicker than you can type a new subject line, or mark your emails as spam thereby prohibiting you from reaching your current subscribers’ primary inbox at all.
You don’t have to be a graphic designer to know how to design an email. Plus, with websites like MailChimp, Canva and Venngage, all of the tools you need for email optimization are often easily laid out for you. When thinking about how to design an email, know your brand’s image and target audience, and then jump right in. Mistakes will be made as you figure it out, the best you can do is learn from them.
- Find a service provider
You’ve probably seen MailChimp in your inbox quite a bit. While they are the most popular, there are other services that may offer different templates or pricing plans that better suit your business’s size, budget, growth plan, marketing plan and industry.
- Subject lines
Assuming you have the list already, the next step is to craft the perfect subject line. Witty often works, but can be tricky to pull off in a short amount of characters. Most businesses wish to send out an email to announce a sale. Grab the audience’s attention with a call to action or hinting at a reveal inside. Here are some ideas for ways to get those opens.
Not your thing? Our digital world allows many copywriters to work remotely so you can hire a freelancer. If the promotion works, it sales will pay back the investment in no time.
Most important tip: be quick and to the point. Nobody wants their time wasted. Attention spans are incredibly short and most people won’t read a novel!
Also, make sure to spell check, grammar check, punctuation check. You’re competing with hundreds of other businesses in every recipients inbox, don’t let your email stand out for the wrong reasons.
Pick something with attention grabbing wow factor. Maybe a funny dog, maybe an elaborate cake, or breathtaking mountains. Try and capture a stunning aspect of your business with a photo, because viewers will see the picture before they read the text.
They matter just as much as the rest of the copy and content! Link social media accounts, optimize CTA (call to action) buttons, learn about the psychology of colors, add small business personality and humor, insert recipient’s name for personalization, experiment with a/b testing, always link to website, and maybe include downloads for how-to’s and recipes. It seems like a lot, but once the first email blasts go out, you will be a whiz at how to design an email.
Don’t ignore the power of the email because it’s an older platform. The older generation uses email, perfect if that’s your target audience. And even if people don’t open your email (rates are typically around 20% for a good email), seeing your brand name at least planted a seed for future purchases.
An ad can be scrolled past or miss the desired demographic. Email gets those you want straight to their inbox, and if they opted-in, they want to hear about your business!