Guarantee consumers interact with your marketing message
Jennifer Timmerman, email marketing strategist, Metrics Marketing Group
A successful email marketing campaign shouldn't be measured by the volume of distribution, but whether your consumers are interacting with your message. Combining the right content with an attention-grabbing subject line and a clean design can improve consumer engagement. Consider these five simple tips.
- Remember that prime real estate is “above the fold.” Assuming a subscriber with a 1024 x 768 screen resolution will only see the first 300 to 400 pixels without having to scroll, use this space wisely. Your most engaging content should go here to encourage your subscriber to interact with the communication.
- Make sure there's a clear call-to-action. Offering something for your subscriber to act on is critical to measuring engagement. Make sure your call-to-action is obvious enough.
- Keep it simple. Avoid overloading your email with too much information or too many images. The subscriber should be able to scan the message easily, understand its content and engage in the call-to-action.
- Make sure layout and branding are consistent. It's important to keep your design consistent with every deployment so your email is easily identifiable. If a subscriber doesn't recognize your email as something he opted in for, he most likely will not engage with your message and could even perceive it to be spam, potentially hurting your reputation.
- Make sure the message is there, even if the images are not. The consumer should be able to clearly identify the purpose of your message without having to download images. Try to keep the most important points of your message within the copy, not in the images.
- Put your design to the test. Test your message with a variety of ESPs and browsers. If you don't have access to a testing tool such as Litmus or Pivotal Veracity, you can test your layout the good, old-fashioned way by sending your email to various test email accounts.