Email marketing has been near the core of all digital marketing for over a decade now. That said, whenever you go out to talk about successful email marketing campaigns, somehow the entire room gets divided between people who can totally see how email marketing has impacted their marketing efforts and then there are people who tried it but miserably failed. How do you know if your returns on your email marketing efforts are actually producing industry standard numbers?
Email newsletters have become an essential part of building relationships with thousands of customers and still keeping them engaged. Several marketers feel it can be a headache to design newsletters in the first place; but, what scares them really is the fact that their email newsletters may not perform the way they want it. So, for all the marketers out there, here are 4 key things to remember when looking into :
- Wireframe before you implement: It doesn’t matter whether you are a marketer or an agency. Wireframing is essential to the entire design process. You can hire a designer to help you visualize the entire newsletter way before you actually start building it and sending it out. Wireframing helps you make your design process more effective by making you get an idea about what your final newsletter will look like. It also serves as the first step to the PSD to HTML workflow.
- From Photoshop to Coding: Once you are happy with your wireframe and exact look of your newsletter, you can get it coded and properly integrated into your email service such as MailChimp. There were times, years ago, when creating the exact PSD to email HTML was difficult because web browsers did not support curved corners, gradients, shadow effects and several other design features. Now, you can code it exactly the way it looks in your PSD file.
- Use Responsive Newsletters: Everyone is talking about responsive websites, but did you think about having a newsletter? Responsive newsletters help your receivers browse as per the device’s specifications. If you plan to use a usual PSD to HTML coding without a responsive newsletter you are creating nothing but a static version of your website which may not look good in every email app or mobile website. On its surface, this may not seem to be a big problem since you may think your emails are still being seen; well, the entire motive of sending the emails is not to make your receivers see them, but actually respond to them. If you are sending a static email newsletter, your receivers may actually get to see a truncated version, a pixelated version or even an ugly looking miniature version which will dilute the entire experience of sending a newsletter in the first place. Hence, make sure you are sending responsive newsletters.
- Use CTAs: No one can emphasize enough on this. First, ensure that your email marketing campaigns are well segregated as per your target audiences and then sent accordingly, thereby focusing on one group of consumers for every segregation. According to data published by DMA, an accomplished British company in the consumer data space, 58% of all revenue is generated by the segregated and targeted emails. Once you have segregated your emails as per their respective target audiences you will also understand that specific CTAs are meant for specific audiences. For instance, someone who has just downloaded your e-book may not be ready for a purchase but may look forward to a webinar. Hence, include CTAs.