How to draft an effective email How to draft an effective email

How to draft an effective email

by ,
on 16 March 2018


consultant, a web designer and an integrator  in the CRM department present their best practices to produce emails with impact.

Above all else: ask yourself the right questions!

– Start with a good target pulled from a qualified and properly segmented data base.
This may seem obvious but it’s better to favor quality over quantity. It is more efficient to write to 100 well-targeted individuals than to spam an entire data base. You run the risk of wearing out the customers.
– Define the email objectives beforehand; this is obvious but it’s always good to be reminded.
– Personalize the content, that goes to show good knowledge of your contacts.
– Optimize the open rate by paying particular attention to:

  • the addressee’s name – you’ll avoid “Contact” and choose a more personal identity.
  • the subject line – short and to the point while different
  • the pre-header – you’ll avoid “If this email does not load…” and chose a phrase that completes the subject line.
  • you’ll chose the right time to route the email. There is no optimal type moment, that depends on the sector of activity and the target. Use common sense.

Finally, don’t hesitate to put triggers (automatic emails) in place for generic messages linked to a customer action (order confirmation, change in contact details, etc.)

From a graphic perspective

While your email’s graphic construction inevitably depends on the subject matter, the brand, the type of message you’re sending, etc., here are the graphic elements that allow an e-mail to work properly:

Make room for the visuals
We’re not forgetting that the text is important but if there are beautiful product images to use, it’s worth highlighting them. Like in a boutique, a beautiful presentation and highlighting products will push a purchase. Sometimes, pairing an “ambiance” photo with a product image will highlight it even more. 
Play with the size of the images, the insets and blocks to add punch.
Dare to layer the images and texts to create a rhythm and add “depth”.

Insertion for a Furet du Nord’s email

Avoid multiple typesets: 2 to 3 at a maximum so the email is not overloaded and the visual references are boosted.
Don’t be afraid of empty or white spaces. It is important to “leave breathing room” in the email so your communication stands out and avoids losing the reader’s gaze in too much information.

Insertion for a Pull & Bear’s email

Installing a visual ambiance maintains a graphic coherence between the blocks, a harmony, simultaneously in the typesets, the style of pictures, the choice of colors, etc.

Further, you’ll keep abreast of the latest trends! These days, we’ve noticed an attraction for the tropical, florals, exotics (with the Olympics in Rio, there’s room to crave the sun!), pastels, hand-lettering and the “hand-made”. The use of cinemagraphs in emails is more and more prevalent and enables a beautiful use of pictures in emails.

And in integration…

– an efficient email is above all a legible email.
Position as much text content as possible. Buttons, prices, and titles on products can be determining factors and trigger a click if they’re legible from the onset.
– define the size of the components (pictures and blocks)
To make information visible and give your email a solid structure. There’s nothing more disturbing than an email that seems broken before the pictures have even loaded.

Email San Marina

– Maximize the click zones (without going overboard).
Even if it comes down to the customer’s wants and the product range, the more numerous the click zones, the more traffic you’ll generate for your site. All the same, don’t go overboard. For example, on a mobile, too many clickable zones can deteriorate browsing or trigger an involuntary click when scrolling.

– Be innovative!
Videos, menus adapted to mobiles, carousels, etc. can have a very positive impact and generate several more seconds of additional interest.

– Adapt to your target, think responsive
Test your emails to identify the most popular devices used by your customers. Mobiles are gaining with emails, so don’t neglect them!

– Test!
Each email must be tested on all devices. Forgetting a semi-colon or a closing tag can create huge display problems for your email. Tools like Litmus, Email, or Acid, or yet again previewmyemail will allow you to simulate email display on a multitude of devices.

Don’t neglect A/B testing. This will allow you to better understand your customers’ desires. Simply changing an object, a primary picture, using the formal or informal you can make all the difference.

As for routing:
As previously mentioned, good targeting is important. It is possible to create individual groups to simplify targeting (Men, Women, 25-40 years old, etc.) depending on your routing tools, or even manually.

Adjust routing day and time properly
Timing is important and it won’t be the same depending on the different reader categories. For example, age groups 15-25 and 45-65 won’t read their emails at the same time or same frequency. Once again, it’s in testing and analyzing the results that you will find the timing that corresponds to your target.

And then?

Analyze to best adapt the following components: open rate, click rate, deliverability rate, reaction rate, conversion rate, and unsubscribe rate.

And above all, don’t hesitate to test, test, test!




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How to draft an effective email