Back to the Basics: Perfecting Email Creative

Once your subscriber list is set and your content is finalized, the next step in perfecting your email campaign is working out the details of the design. With so much of the focus being put on deliverability, growing your lists and working out the right messaging, email design can easily be forgotten or pushed to the side. By taking just a small amount of time to consider the following tips, email design can assist you in maximizing return on investment and communicating a consistent brand identity to customers.

Don’t assume images will be displayed.
In many cases, subscribers do not automatically display email images without being prompted to do so first. Consider inserting a direct call to action such as “Click here to view images” so customers are more inclined to view the email in full. Also, to avoid losing any messaging, make sure the information you want your readers to take away isn’t embedded within any images. Instead, use HTML body copy for all key messages you are trying to get across within the email.

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Back to the Basics: 5 Considerations for Creating an Email Offer

Before you can communicate your message to your subscribers, you first need to think about your offer in the broadest sense. Put yourself in your subscribers’ shoes. What are their questions, concerns and needs within your market, and how can you answer them?

To find out, you can start by creating a survey to establish what your customers want to gain from your interaction. What topics interest them most? Which types of deals do they prefer? Review conversations taking place throughout social media in which consumers are talking about you or your competitors. Use the language your audience uses when you create the subject line and body of the email.

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