We know very well that Email Marketing is, today, one of the most widely used and widespread practices in the digital marketing environment. And, among other advantages, it stands out for being a simple, fast, asynchronous, customizable and very (very) economical technique.
Moreover, unlike other commercial tools, Email Marketing is now approved by almost all digital marketing professionals. This was certainly not the case a few years ago, when it was considered intrusive and deeply displeased by users. However, thanks to the new regulations and LOPD , this no longer happens, since now it is the user who is receptive to receiving Email Marketing communications by signing and approving said action.
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What is essential to achieve success in Email Marketing?
The design of the newsletter
1.- Responsive design
2.- The Call To Action
3.- Aesthetics
What is essential to achieve success in Email Marketing?
Well, all of the above is something we know very well; we know perfectly well all the advantages that Email Marketing can offer to our company. But… we ask ourselves one thing: do we know how to implement it properly so that it actually benefits us with all its potential?
A big part of what is needed for this is the design of our newsletter . That is why, today, in our article, we want to share with you those basic brushstrokes and useful (and extremely practical) tips so that your Email Marketing strategy has the necessary support for its success in terms of design.
The design of the newsletter
Basically, we want to highlight 3 essential characteristics that we must consider when working on the design of a newsletter.
Because, remember that without a good design, it will be of no use having spent time and resources establishing a good strategy : everything must work together, or else the gears will not function properly.
How to effectively use eMail Marketing in event promotion
1.- Responsive design
If there is one thing that is clear, it is that, nowadays, practically all of us check our inbox from a mobile device: while we are waiting at the bus stop or when we are on the subway on the way to work. I would even dare to say that almost all of us check our social networks before going to sleep. And, all of this, through our mobile.
That said, we can 100% assure that having a fully responsive newsletter design is strictly necessary if we want the user to be able to review the content we send them in the form of newsletters via mobile phone, and, of course, view it correctly.
2.- The Call To Action
When it comes to Calls To Action, there are two essential vp safety email lists characteristics that should prevail over this element of Email Marketing. Firstly, it must be clear and concise, direct ; it must not go off on a tangent. If what you are looking for with your newsletter is for the user to download an ebook, sign a manifesto or buy a product, tell them directly: “ download our ebook here ”, for example. And, secondly, the CTA must be an element, within your design, that stands out , that does not generate -for the user- confusion, by not knowing what to do. Therefore, have only one CTA (do not confuse the user with several) and place it in a prominent and visible place.
3.- Aesthetics
And last but not least, we must talk about the aesthetics of the newsletter. To do this, we are going to differentiate it into three main groups:
The background
There is a basic rule in Email Marketing when it comes to creating designs, and it is the following: if you are going to use dark font, use a light background. And vice versa. But, and here is our advice, normally the user appreciates lighter fonts on a dark background less well, distracting them slightly more . Therefore, avoiding this and inverting the colors will make your content stand out effectively.
Typography
How should an email design be designed to achieve success?
As for typography, you are free to use one or the other depending on your tastes and preferences, but… remember that the simpler the typography, the less you will distract the user and the more they will focus on what is important , which is the message.
Using fonts that are too extravagant will only make it easier for users to distract their attention, which is why we at Mittum recommend using simple, perfectly legible fonts with Sans Serif.
The color
Finally, we would like to mention color. We are not sure what kind of brand or corporate manual you use in your company, but we are almost certain that you would not like your newsletter to be a party of color.
In other words, a newsletter should be about what it is about: communicating certain information to the user. Therefore, the more colors, the more vivid and mixed, the more you will distract the user . In this way, we recommend not using more than 2 or 3 colors, and, of course, that these are pastel tones and not extremely striking (unless, of course, you want to highlight something over the rest (for example, the CTA) in which case, you should highlight it in some way, even if it is through color).
