Is your email marketing campaign doing very well? Or do you feel there is a need to revitalize your campaign? Well, if you choose the former, you are set! However, if you choose the later, you need to identify which elements do you think needs some treatment?
And how do you identify those? Well, most emails or newsletters lose the race only because of two aspects – Design and Coding. There are many other aspects like your subject lines, copy, IP, etc. which could also hamper your email campaign’s growth, but if you play around with design an coding aspects well, battle is already half won.
So, how do you ensure your design is flawless and code is clean? AUDITING gives you the right answers! Most marketers test various aspects of the campaign, but forget checking out the overall effectiveness of the design and code.
Let me walk you through a few cues which could help you in auditing your email campaigns and identify the areas that need improvement.
It is imperative that you design for your audience. Email design is mission critical to let your recipient open your emai. If you are sending out female product launch email with a bright red macho color, it will be an epic design fail. To avoid doing so, identify the things your target could relate to and use good color schemes in your email design. Strike a right mix of text to image ratio.
Plan your end objective and goal to start with. Once you are sure about the objective behind sending your campaign, you should keep all your design, coding and content elements in sync to it (Right from color, copy, images to CTA placement.) If your objective is to increase subscription or list growth focus on incentivizing recipients for forwarding emails to friend & letting them know about the benefits from subscription, whereas; if you want more users to take an action just when they open up an email, consider providing the CTA above the fold and so on. If you don’t have an objective, you don’t have anything to measure against. You also wouldn’t know how, what and when to revitalize?
Some design campaigns fail because of overuse of color, verbose copy and minimum use of white space. Although white space is a web design concept, it is now considered by email designers too. Using more white-space around important email sections will enhance the user action rate. Sometimes, verbose copy could kill the charm of design. Hence, it is required that we design with white-space in mind and convey message in a crisp yet powerful way.
Designing with the latest trend is a mandate. If you are sending out email campaigns with those outdated layouts, you will have classic unsubscribe and complaint rates. As a cure, provide your users with fresh designs using modern patterns. Provide a superior, unmatchable experience using CSS3 responsive design, especially for on the go recipients. Catch up with dynamic content, real-time feeds and more to make the campaign really attractive and new age.
5. Code quality
Follow email coding best practices before you jump start coding your emails. Avoid display mishaps, use tables for layout. Properly nest tables, and avoid too much of CSS positioning, floats and clears. Try keeping your stylesheet simple! If you are using CSS, use safe inline CSS styles having good support across the email clients. Provide right alt attribute to your images within the email, and avoid shorthand while coding in HTML.
Your email code has to be compatible. Without compatible email code, your email will not render well across the viewing environments. Designing is just one part of the process, right coding follows the email design. You could test the email code using testing tools like Litmus or Email on Acid and make sure that it is rendered correctly across multiple email clients.
Wrapping it all up, it is imperative to audit your design and code and ensure they look flawless. This in turn will not only enhance the inbox placement rates, but also boost the engagement through high open and click rates. Are you ready?