Email marketing is one of the most effective ways to build relationships with your customers and encourage repeat purchases. But how can you design emails that stand out from the clutter and keep your audience engaged? Here are some tips to help you create emails that keep customers coming back.
Before you start designing your emails, you need to have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase sales, generate leads, boost loyalty, or raise awareness? Depending on your goals, you will need to choose different types of emails, such as newsletters, promotions, welcome series, or re-engagement campaigns. You will also need to track relevant metrics, such as open rates, click-through rates, conversion rates, or retention rates, to evaluate your performance and optimize your strategy.
E-mail by itself will not generate loyalty. The product will. However, you can use this channel to engage customers and provide value to them. Personalize your email based on their past interactions to show them they're valued and to increase repeat visits. Regularly review email strategies based on customer feedback to keep the content fresh and relevant. It will maintain the audience's interest and loyalty over time.
1. Personalization How to do it? -Email segmentation: Send emails that target your subscribers' interests, purchase history and other data to send content and offer promos that resonate with them. 2. Relevant content - Email Marketing is about sending the right emails to the right people at the right time. If your email doesn't relate to your audience, they won't keep coming back. It's like sending Boxing Day promos to Americans or launching Thanksgiving Campaign to Asians. 3. Copywriting - When writing copy for emails, don't forget that you're talking to human beings---emotional beings. Make your emails that connect to people. Storytelling and authenticity play a huge role why people keep coming back from emails.
The first step when creating your email calendar & strategy should be your audience. Everything from here should be made with this reader in mind. This will help define your objective, the value you add and the the personalisation you use. It will also define the type of design your craft. - What psychological techniques are we using? - What's the readers journey whilst scrolling? - How many CTAs? - How strong are the colours? - How much
One of the best ways to design emails that keep customers coming back is to segment and personalize them based on your customers' preferences, behavior, and stage in the customer journey. By segmenting your email list, you can send more relevant and targeted messages that resonate with your audience and increase their engagement. By personalizing your emails, you can show your customers that you know them and care about them, and create a stronger connection. You can use tools like merge tags, dynamic content, or product recommendations to customize your emails with your customers' names, locations, purchase history, interests, or other data.
Agree with all that. I also use predictive analytics to personalize content. By analyzing past purchases, It can suggest similar items in future emails. This not only addresses to their known interests but also feels like a thoughtful recommendation. Also, I include micro surveys in emails, making each interaction feel more like a personalized conversation, based on their responses and preferences. This approach makes each email a unique experience for the customer.
Personalization doesn't just mean %firstname%. It means gaining an understanding of their values and personal goals on a deeper level and adhering your brand and message to the dimensions of your target customer. Consider dynamic content, recommendation systems, and heavy A/B testing to uncover the best way to engage your customer.
Tailor your emails based on customer behaviour, purchase history, and preferences. Segmented emails ensure that you’re sending relevant content to each subscriber, increasing the chances they’ll engage with your emails and stick around for the long haul.
Another key element of email design is the copy and visuals that you use to communicate your message and value proposition. You want to use clear, concise, and catchy copy that captures your customers' attention, conveys your benefits, and inspires action. You also want to use appealing and consistent visuals that support your brand identity, enhance your message, and create an emotional impact. You can use images, videos, GIFs, or emojis to add some personality and flair to your emails, but make sure they are relevant, optimized, and accessible.
It's important to view email both as a brand and a retention channel. Email is where your brand voice and customer loyalty harmoniously intersect. 1. Brand Storytelling: Every email is an opportunity to reinforce your brand narrative. 2. Consistent Brand Experience: Emails ensure your brand identity is consistently experienced. 3. Personalised Brand Interaction: Customising emails to reflect your brand’s unique interaction with each customer.
I always start with an engaging, story-like introduction in the copy to create an immediate hook for the reader. For visuals, consider creating a unique theme or style for your emails that reflects your brand's personality. This combination turns each email into an engaging journey in order to make the experience enjoyable and memorable for the customer and also something they look forward to in their inbox.
Key elements like copy and visuals should match the type of person you are trying to target. If they are outgoing, the visuals should inspire someone who is outgoing. If you don't know the type of customers you have, look at the data you have. If the data you have doesn't paint a clear picture, consider surveying, market research, incentivized feedback loops, and A/B/C testing.
The layout and CTA of your email are also crucial for keeping customers coming back. You want to design your email with a simple and logical structure that guides your customers through your content and makes it easy for them to read and act on it. You want to use white space, headings, bullet points, and fonts to create contrast and hierarchy. You also want to use a clear and prominent CTA that tells your customers what you want them to do next and why they should do it. You can use buttons, colors, shapes, or text to make your CTA stand out and motivate your customers to click.
White space is your best friend here. Cluttered & messy emails are confusing and they quickly get forgotten. Here are 3 ways we break down our email designs, so we are designing the best emails possible for our objective and our audience: - Design (accessibility, layout, colours, attention to detail) - Copy (tone of voice, playfulness, brand alignment) - Conversion potential (CTAs, persuasive copy, email objectives).
Keep it simple, keep it clear, and keep it above the fold. And for the love of all things holy, please make sure it renders correctly across the platforms your customer is using.
At It's Personal.agency we design emails according to this following framework; a customer when receiving the email they have to instantly and effortlessly grasp these three aspects: 1. Why you're emailing them 2. What you want them to do 3. Why they should care/ What's in it for them if you follow this framework your emails will be clear, to the point and customers will love and respect you for what and how you communicate
Finally, you want to test and optimize your emails to ensure that they deliver the best results and keep customers coming back. You want to test different aspects of your email design, such as subject lines, preheaders, copy, visuals, layout, or CTA, to see what works best for your audience and goals. You can use tools like A/B testing, multivariate testing, or analytics to compare different versions of your emails and measure their performance. You also want to optimize your emails for different devices, browsers, and email clients, to make sure that they look good and function well on any screen and platform.
Everything from color of a button, to the tone of voice in your messaging, to the time of day - informs a customers' decision to engage your email. Be thorough and test constantly. And again, A/B test as much as you can.
Try to be different, think of what was the best experience you've ever had with an email and try and brainstorm around that. If you can bring a unique experience into your email channels, you can exponentially improve not only your marketing, but customer service and other communication channels that feed your brand. Do not neglect a channel just because it is not directly being monitor for leads!