Did you once dream of a future as an artiste? Achieving this is a lot closer than you think. I firmly believe that a well-executed email campaign requires a strong artistic touch — Andy Warhol would be proud. Email remains one of the most effective marketing strategies — boasting an ROI of around 4,300 percent according to the Direct Marketing Association — but only when it’s handled with some artfulness and finesse. By putting your content directly in front of the reader in a personal way, email invites engagement. But that’s a double-edged sword. When an email campaign has lost its artfulness, your audience can opt out with one click of a button — and possibly affect your brand’s reach and overall strategy.
How effective is email marketing?
The average business consumer receives and sends roughly 121 emails per day, a number that’s only growing as we launch into a new year. With so much information flooding into readers’ inboxes each day, it’s more important than ever to craft artistic and engaging emails that won’t end in the dreaded unsubscribe. Here are a few key considerations for creating an email:
- Timing is everything. Always perform your own market research to maximize your results. But consider that data from MailChimp says that Tuesdays and Thursdays from 1 p.m. to 3 p.m. are optimum times to hit send. To reach a mobile audience, shoot for 8 p.m.
- Find the sweet spot. Too few emails can be just as detrimental as too many. Send a newsletter two to four times per month to stay top of mind without overloading those inboxes.
- Wanted content. Keep your content relevant, useful, and personalized to your audience. Reader surveys can help you stay on top of what your audience really wants.
- Keep it short. Your audience is typically scanning, not reading, the copy — and on a mobile device at that. Once you’ve finished drafting your email copy, start cutting, and don’t stop. Keep your content clean, concise, and engaging with bullet points and numbered lists.
- Pretty but functional. Content is king, so focus on your message before tackling design. Keep your layout under 600 pixels, and use your logo’s color scheme and a basic font for your header, subheads, and text.
- A picture’s worth. Photography can really make an email stand out. Avoid blocked images by embedding them. How, you ask? Host them on a web server and add them in the HTML code using absolute paths.