10 Suggestions to keep in mind when planning an E-mail Template Design & Email Campaign:
01. A good rule of thumb is to have your e-mail template design match the look and feel of your company’s website.
This may include some of the main navigation buttons from your website, giving the viewer easy access to your site. Remember, the fewer clicks to get to the destination, the better.
02. Be sure to implement an intuitive arrangement of the elements in your email design.
There is a well known protocol for placement of the “call-to-action” button being above the fold (within the top half of the email). This ensures that the viewer does not have to scroll down to see the most important part of your message.
03. Avoid be recognized as SPAM
Make sure to have a good balance between actual, highlightable text, as well as, images to reduce your spam rating. It’s always safest to have more text than you have images. And be sure to add in the meta data on the images you do include.
04. Always format the code of your phone number as actual text so that smart phones can click to dial.
This might seem like a no brainer, but if you display your phone number as an IMAGE, it will not be clickable to dial directly from a phone. The entire world seems to be staring at their smart phones… don’t miss the bus.
05. Keep consistent branding with each e-mail you send out.
Don’t stray too far from the base design once it has been established. This will let your customers know it’s an authentic email, and not spam. You may go through three to five rounds of design edits before you land the perfect “frame” for your email content to be housed in for each e-blast.
06. Consider the amount of storage space you will need for images.
Many online email launching sites will allow you a certain amount of “free space” with your subscription, but keep in mind this will quickly fill up. If possible, store images on your own web hosting server at no additional cost.
07. Plan the best time for the launch of your e-blast.
The standard for this has changed over the years… it used to be Tuesday through Thursday mornings, then it was Sundays, or Thursdays at 3pm. Everyone has an opinion here… It is best to consider your audience and launch at at time when your e-mail will most likely be read. If you are sending a long-winded informational eblast, Sunday may be the best day. Monday mornings and Friday nights could be the worst time to send out e-mails, unless there is a time sensitive matter that needs addressed, avoid launching during these times. Schedule your launch to reach people when they are either busy at getting INTO the work mindset or busy getting OUT of the work mindset. Weekdays at noon can also be an effective time since many people take a lunch break and check their email at that time.
08. Always track your “click-throughs.”
In the past it was necessary to copy a specific google analytics code into the html version of the email design to get this information. Today, many of the online email launching sites will automatically show you analytics for the links that were coded into your e-blast. They do the extra work for you.
09. Respond to the analytics accordingly.
Use the information you have and tailor your next e-blast to capitalize on it. One option that can yield interesting results is to send the an email to half of your list with subject line A, and the other have of your list receives the same email with subject line B. Compare the two to see what kind of messages your audience will open most. Be sure you do NOT send the same content in a message to the same person twice within a short amount of time. Doing so will put you on the fast track to having people “unsubscribe” from your list.
10. Include links to all your social media pages in your email template.
This makes it easy for people to start to follow you and gain access to future incentives, as well as information about upcoming events. These links can ultimately extend the initial impact of your email. Once you have a follower on social media, you are linked to the possibility of exposure to each of their followers. Now, not only has your email reached the 2,000 people you sent it out to, but there is the possibility for hundreds more to see it.