Unsurprisingly, with the internet, we changed the way we interact and react in different ways, from a simple conversation to the way we consume products, services, and even information. We endure this experience. With this, various professions and activities have emerged to meet precisely these specific needs and the speed with which the transactions take place online.
In this sense, take care that the interaction with consumer or customer is as unforgettable as possible, effective and unique. Today, this concept is called User Experience Design (UX DESIGN) and through diagramming elements, visual identity and information architecture delivers a pleasant experience for the user that can convert.
But what UX has to do with email marketing?
All! When we think of blogs, websites and specific projects, always remember UX. But most people do not consider the importance of sending email for marketing and promotional campaigns, especially with the wide range of platforms that offer this service with professional templates, clean and White labeled with excellent value for money.
The point is that, in email marketing, usability comes in order to clearly present value to the reader, in addition to highlighting the importance of that content and hence arouse interest and generate loyalty and / or conversion.
Can the email affect user experience?
A behavioral study for Email Newsletters shows that the reader spends on average 51/2 reading an email sent for marketing purpose.
Check out a study excerpt:
It was found that users are extremely fast at processing BOTH their inboxes and reading newsletters: The average team allocated to the newsletter after opening it was only 51 seconds. Reading is not even the right word since participants fully read only 19% of newsletters. The predominant user behavior was scanning. Often, users do not even scan the entire newsletter: 35% of the team, participants only skimmed a small part of the newsletter or glanced at the content.
This means that it is as if the reader just “pass the eye” on the dynamic email and read.
I’ve listed below 7 tips to help you to send an email for marketing purpose that is more assertive, all aligned with the principles of UX. Check out:
1. Let’s start from the beginning! Email, domain and logo: Your audience should recognize that you have sent the email without any difficulty. Having your own domain, a logo, consistent and clear objective and correct language is a key that can let you achieve good results and a good rate of opening and clicks;
2. Create and maintain a visual identity: To make your audience recognize your brand it is an important attribute and transmits credibility and consistency. Creating an organized and presentable visual line adds reliability and, therefore, also be used in email marketing campaigns;
3. Bullet points and numbering (list): Create intertitles in your content to make it more fluid and categorize your content bullets and lists. Thus, it will be more organized and easy to read;
4. Call to Action: Be creative, and if it makes sense for your audience, try different action words. Not always the imperative work. Highlight the button with bright colors, but watch out for the work as a whole;
5. Beware of the pictures: They are not always necessary! Often leaving the only text in email can make it more personal, as it were, in fact, a conversation via email. But if you have pictures, be creative. Check the quality and limit the amount;
6. Responsive Design: No need to explain too much, isn’t it? Several platforms are adapting emails for mobile devices, including previews of how they are displayed. Be aware and always manage content considering Smartphone and Tablets.
7. Social media: I have told you about how social media can be a strategic pillar in online marketing strategy. The same goes when you are shooting an email marketing campaign! Provide social sharing buttons to let others share your content on their social networks.
I hope that with these tips, you can have more success in your email marketing shots. Enjoy and always make the measurement of results. This is a fundamental step. Thus, gradually, you will know what works or what does not for your audience.