Did you know that businesses that send out well-designed email newsletters experience 26% higher click through rates? It’s true! In this blog post, we’ll share some tips on how to create an email newsletter that your customers will want to open and click on.
Keep it Simple
If you’re anything like me and the rest of the world, you don’t exactly look forward to reading a lengthy email. Keep your emails concise and easy to understand, making sure to only give the information your recipients need. Emails should also be free of clutter and contain purposeful white space, making them easy to read and navigate.
It is also important that all of your emails are on-brand for your business. This can be achieved by using a tone in your emails that is similar to your website and social media. Colors and fonts used in other marketing materials, as well as a logo should be used as well. Whenever possible, personalize your emails to whom you are sending them. This forms more of a connection with your recipient, and makes it more likely that they will open and interact with it.
Subject Lines and Pre-Headers
The first thing recipients of emails see is the email subject line. These are brief statements that are meant to be attention-grabbing. Make sure your subject line is attention-grabbing, provides value that makes them want to click, and summarizes what is in the email. The next thing that a person will see is the email’s pre-header. These can be customized to give recipients a further look at what the email is about.
Images and a Call to Action
Images are a great way to break up written content within an email, but they should be used with purpose. Too many images can make an email look cluttered and more like spam, especially if they don’t make sense for what the purpose of the email is. The same idea goes for call to actions (CTAs). These should serve a specific purpose such as visiting your website, following you on social media, etc. They should also be visible and show that they are valuable to click. CTAs can also be personalized towards specific recipients, further increasing conversions.
Unsubscribe Buttons and Testing
In all reality, your content and business may become irrelevant to some of your older customers as time moves forward. Due to this, recipients of your email marketing should be given the option to unsubscribe from receiving emails if they so choose. This can be in the form of a simple and visible button with the option. This will give a better impression of your brand to customers, as well as satisfy the legal requirements set forth by the Federal Trade Commission and CAN-SPAM Act.
As with everything in marketing, narrowing down the perfect email design is a trial-and-error process. As you experiment with different layouts, CTAs, images, colors, tones, etc, it is helpful to perform some type of A/B testing. This will help you determine what is and is not working with your emails. If you want more information on what A/B testing is and how to start utilizing it as a tool, check out our article, Why You Should Utilize A/B Testing.
Email design is an important part of getting your message across to customers. Using the principles we’ve outlined in this blog post, you can create emails that are both visually appealing and effective at driving clicks.
If you’re looking for performance email design help, reach out to our team. We are verified Klaviyo Agency Partners and equipped to help you succeed.
