Web developers and designers must
constantly diversify their skills. On top of mastering Web site
design, you should also know how to design an effective
HTML-enhanced e-mail.
Though
designing an HTML e-mail message might sound as simple as
designing an HTML page for a Web site, e-mail requires a special
design strategy.
For starters,
there are two types of e-mails you must master: editorial
e-newsletters and direct marketing (or promotional advertising)
e-mails. Both types of e-mail have unique goals and require
different strategies for success.
We'll discuss
several effective ways to design an HTML editorial e-newsletter
for a better click-through rate.
What's an
editorial e-newsletter? (Hint: This e-mail is one)
Editorial
e-newsletters typically consist of targeted content, which is
e-mailed to subscribers on a regular basis. Subscribers are more
apt to spend time reading a glut of information in a newsletter
format--especially if they request to receive the e-mails.
So how do you
make the content easy to read in an e-mail format? Here are a few
tips to keep in mind the next time you design an HTML editorial
e-newsletter.
Graphics
Think about
subscribers' reading habits when you're adding graphics to the
design. For instance, more graphics can lead to slow load times.
Another
consideration is that some readers download all of their e-mail at
once and read it later while they aren't connected to the
Internet, so make sure that subscribers can still read their
e-mail even if the graphics can't load.
I also
recommend that you avoid using background images in HTML
e-newsletters, since some e-mail clients don't accept them.
Content
A newsletter is
only as strong as its content. That's why readability should be
foremost in your design plans. E-newsletter subscribers expect to
receive concise, relevant information, so make sure you stay on
topic.
Write short,
direct sentences when possible. Another tip is to break your
points into numbered lists or bullet points so readers can quickly
scan the e-mail. Remember that your aim for editorial
e-newsletters is to get a high click-through rate. So keep in mind
that the more difficult you make the e-newsletter to read, the
less likely it is that subscribers will read it.
Also, use the
right font size. Font sizes that are too small and difficult to
read turn subscribers off immediately.
Links
One of the best
(and easiest) ways to boost the click-through rate is with links.
As your online marketing team will tell you, a good click-through
rate means an e-mail is successful.
Give readers
ample opportunity to click through to the company's Web site by
placing active links throughout the e-newsletter. Don't fall into
the trap of only linking headlines--be sure to embed links in
keywords and phrases within paragraphs.
Borrow from the
best
I suggest you
begin to catalog and analyze the e-mail newsletters you currently
receive and record what you like and dislike about each one.
Design an effective
direct marketing or promotional HTML e-newsletter
First, I'd like
to point out that I'm not advocating spam. I think it's fine to
send advertising e-newsletters via e-mail--as long as readers
request such information from your company.
The mission of
an e-mail advertisement is to get readers to open the e-mail and
click through the links. Once the recipient clicks the links to
the landing page or the promotional page of the Web site, then
it's often up to the Web site to close the sale.
Since many
readers still view advertising e-mails as spam, I'll give you tips
on how to boost your e-newsletter's click-through rate.
You have three to
five seconds to capture a readers' attention
Three to five
seconds isn't much time to convey your content, graphics, and
call-to-action statement--and still hope the reader sees enough
links they want to click.
Help keep your
readers clicking, and your bottom line moving up, by following
these best practices:
- Don't make readers scroll:
Readers aren't interested in working to see your
advertisement, so don't make them scroll. One of the most
important points with this tip is that you keep the live links
high enough on the page (or "above the fold") or
readers won't click them.
- Speed up downloads: If you use
graphics, make sure you optimize them down to the smallest
file size possible to speed up the download process.
- Convey your mission clearly and
quickly: When you read a billboard from your fast-moving
car, you must be able to comprehend the billboard's message in
a few seconds. The same goes for an e-mail advertisement.
Since readers are ready to delete your message within seconds
of receiving it, you must make your point quickly. A couple of
ways to do this is to write an informative, attention-grabbing
headline or to utilize an image that visually conveys your
message.
Call-to-action
statements
A reader is
only going to be interested in your advertisement if the topic or
offer applies to something they need or want.
Even if the
reader is interested in your product, it still doesn't mean
they'll click-through to your Web site--you need to give them an
incentive to click-through. That's where call-to-action statements
come in.
Call-to-action
statements can vary from giveaways to product discounts to
contests, etc. The key to a successful call-to-action is to ensure
that you provide something the reader wants. With proper research
and knowledge of your target audience, you should be able to
determine what will work best for your campaign.
For more tips
and techniques on designing HTML e-newsletters, I suggest talking
to your e-mail service and advertising team to see if they can
offer any additional advice that can help boost your conversions
and click-through rates.
