How to Create Effective Email Campaigns

To guide you, we asked Brendon, our Art Director, to put together his top tips.

Make your subject lines short, sweet and most importantly, interesting.
First impressions matter. A good subject line can be the difference between someone opening your email or sending it straight to the junk folder. You want to ensure you get it right: research shows 33% decide whether to open an email or not based on the subject line.

Keep it consistent
Set up templates for each type of email you wish to send and keep it them in-line with your branding. Consistent design projects professionalism and reliability, and builds trust in your brand.

Brand First
Make sure the viewer knows who the email is from. The header should feature your logo and brand colours.

Use call to actions that work
Different users will respond to different call to actions. Some users will instinctively click on a title or image, while others may only click on buttons or text links. Make sure your titles and images are linked and use a combination of buttons and text links for maximum results. And test, test, test!

Wording matters
The call to action (CTA) should tell the user what you want them to do. Instead of using “Click Here” try using a CTA that gives the user an incentive to take action. “Get 20% off now” or “Shop Latest Trends” are examples of effective CTAs. Some CTAs, like “Buy Now”, infer greater commitment on behalf of the user and actually harm your click-through rate. CTAs with lower commitment like “Find out more” or “View Product” entice the user click through without thinking about spending money or committing to anything.

Link to content
No-one likes hearing a stranger’s whole lifestory in the first interaction, and the same goes for your email design. Don’t place your whole story in the email. Break it up, giving the user an introduction and link to find out more information if they are interested.

Simple sells
Simplify, reduce, remove and repeat. Focus your message and remove any distractions.

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