The most successful e-mail campaigns have a few simple things in common, including quality design, consistency, and engaging content. Designing a visual template for a high-converting e-mail campaign is your first step in setting yourself up for success.
Fortunately, e-mail best practices are easy to understand and implement, and once you’ve created a successful template, you’ll be able to replicate your results.
Here are the five essential elements of a high-converting e-mail:
- Keep it simple.
Choose a layout that isn’t overcrowded with text and image blocks. The most visually appealing e-mails leave some “white space” between elements, so include white or light-colored blocks around content elements. Don’t try to tell elaborate, multichapter stories in an e-mail. While copy is necessary, choose your words wisely and keep things succinct, with links to longer articles, when appropriate.
- Make it easy to read.
Nobody will read your e-mails if they can’t read your e-mails. Keep font styles and colors simple, mimicking Web copy as much as possible. Consider setting the default font size at 14px, too. The slightly larger font usage is an emerging trend, which makes it easier to read content across various devices.
- Utilize personalization.
Personalized e-mails simply work better than generic messages, with a 14% boost in click-through rates and a 10% hike in conversions for e-mails using names. Depending on the content of your e-mails, you may be able to leverage other creative methods of personalization such as location, past purchases, or specific product interests.
- Incorporate images.
Eye-catching images that are also topically relevant can make a big impression on your e-mail subscribers. Use relevant images to accompany announcements and news releases, and be sure to hyperlink the image to the related webpage.
- Include a direct call-to-action (CTA).
The best way to generate engagement from an e-mail is to ask for it. Use text links in two or three places throughout the e-mail copy (using the default blue font color for the hyperlinks). Including a CTA button toward the middle or bottom of e-mails is also a good bet.
It should go without saying that your e-mail copy should also be creative, engaging, and free of errors to achieve the best results. Together with these five tips, putting these best practices into play will result in a quality e-mail template that can lead to high conversion rates.