- It all starts with a branded stationery design. Whether or not you have a keen eye for HTML, there are options to add polish to your marketing message. Use a design that reflects your brand's personality. A recognizable stationery establishes your campaigns in the minds of your customers, so they'll take the extra moment to pay attention. Even if you're not a Photoshop pro, you can use a tool like PicMonkey to create your own stationery header.
- Consistency is key. When your campaigns have a consistent look, your readers will become familiar with your style and appreciate it. Format your text to work for, not against, you. You may be a fan of bright, bold multicolors, but they don't always work in email. Leave the rainbows behind and create a consistent look to your campaigns with a nice, readable font type, color and size throughout the email. Consider putting a little work into your images. A consistent look and size of images will create a campaign that is easy on the eyes.
- Make your email digestible. If you have a lot of information that needs to be sent in an email, there are several ways you can get your readers to the good stuff a little faster. Use a table of contents at the top of an email; it'll help your readers get to the articles they're interested in right away. Use landing pages and “read more” links to tell the rest of your story; they'll shorten the email while still giving recipients the option to click through to the rest. It's also a great way to measure the popularity of your content.
Emma Hall on 03.26.2015