While this may seem like basic info to many email marketers, it’s still an important one that bears repeating.
For those of you who have an email marketing strategy in place, it’s important to know the appearance of your emails contribute a lot to the success of your email marketing campaigns.
Through your sender’s line (also know as the “from” line), as well as your branding, you can gain trust through recognition. Through the design you choose, you can project quality and distinction.
Many people consider commercial messages as spam partly because they look like spam. Even if marketing messages are sent out legitimately, emails sent out with little attention to branding, layout and design will likely be considered spam and ignored or deleted by most recipients. To avoid having your messages deleted because they’re look like spam, you need to pay attention to their appearance.
Here are a few tips to help you build trust through the appearance of your emails and get you on track to achieve success through your email marketing campaign.
1. Make your sender’s line (from field) recognizable
Recognition is important in gaining trust from your subscribers. This is why it’s crucial to use a recognizable name in your from field. It could be your real name, your online alias or the name of your organization, product or service. Obviously, you should choose the name your subscribers are most likely to recognize, as well as respond positively to. Most email marketing platforms send emails with a very distinct “from” address that makes it more than obvious you’re receiving something from someone’s list. While most people know they’re coming from a list (because they signed up for the list), how much more would you trust an email from [email protected] than you would from your name via aweber.com, or [email protected] via mail8.mcsignup.com, or [email protected]? Do you see where I’m coming from here? It might seem like a small thing to you, but it might not be to your subscriber. Most email marketing platforms will allow you to verify your domain so your email address in the from field comes up like mine does …
2. Make good use of the preview pane
What appears in the recipients’ preview pane is what many people first encounter with your emails. Once the email’s content comes through the preview pane, the reader makes the decision to either click through and read the email, or hit delete. To keep your subscribers from ignoring or deleting your emails, make sure what they see in their preview pane is recognizable, as well as attractive. You may want to use your logo, a masthead, and an attention-grabbing headline.
3. Encourage your subscribers to communicate with you
Newsletters will often contain “Do Not Reply” instructions because some email marketers don’t monitor communications sent to the address they use to send out emails. This can also happen when emails are sent out by third party suppliers or email marketing companies. While this might be advantageous for a major brand like Coca Cola or Kohls, it can be detrimental to the success of an email marketing campaign for a small business. You want to encourage your readers to respond with comments, suggestions or queries. By doing, so you can gain a lot of insight into your subscribers, and will be better able to inspire trust through your interactions.Does the appearance of your email marketing campaigns elicit or detract from the trust of your subscribers?
4. Include your company’s full contact details in your footer
Publishing your company’s full contact details in your emails is vital, and required by all reputable email marketing platforms in accordance with the Can Spam laws in effect. In adition, if your subscribers know they can reach you, it also helps them be more trusting in what you have to say. People are more likely to trust content from credible sources. Showing you’re a real company (with a name, address and telephone number) will enhance your credibility. Including these details in your footer also shows your willingness to accept accountability for everything you state in your emails.
5. Match your email design to your brand image
The design of your emails should be consistent with your other marketing materials. While you don’t need to copy the design and layout of your website completely, it’s best to match your emails with its theme, colors and imagery. Doing this, will help extend the trust you’ve been building through your other promotional activities to your email marketing campaign.
Once you’ve created a design that suits your image best, save it in the system to use as a template for all your emails. It will help you to continue to build trust through branding and recognition consistently and easily. You might even show a sample email to all new subscribers so they can become familiar with what your emails look like and know what to expect. Once they receive an email from you, they’ll be more likely to open it and read it.
6. Use an email design that is unlikely to fail you
Some email marketers get so caught up designing their emails, they forget the importance of functionality. You can make use of fancy code to make your emails look flawless but they’ll appear far from perfect if you can’t ensure what you’re using is working. Your emails don’t need to look fancy to gain respect from your subscribers. They simply need to look professional, and display properly for your recipients.
To succeed with email marketing and gain trust from your subscribers you need to make sure the design you choose will work for all your subscribers. Keep in mind, designs that break can make your subscribers feel you don’t really know what you’re doing. You also want to make sure your emails display properly on both desktop and mobile devices.
Appearance can play a big part in gaining trust from your subscribers. As long as you keep these tips in mind when planning out your email marketing campaign, you should be able further your reputation as a trustworthy and credible source of relevant information.
Don’t have an email marketing strategy yet? Contact us to schedule a time to chat about your specific needs. It’s what we do!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!