The Email Marketing Series
- Part One – Top 10 reasons why I should run an email marketing campaign
- Part Two – How much does it cost to run an email marketing campaign?
- Part Three – Why your competitors use email marketing to get more business
- Part Four – What should I include in a marketing email?
The elements you must remember to use
In our previous posts, we looked at the hows and whys of email marketing. In this post, we will look at marketing email format to enable you to design your own.
When designing a marketing email you must decide exactly what it is you want to achieve. Do you want to sell a product? Are you promoting video clips? Do you want recipients to read your latest blog post?
Let’s look at the design of a marketing email.
The header of your email should always contain the following:
- Forward this email to a friend link – to enable sharing
- View in browser link – in case your email does not display correctly
- Your logo – clickable image with link to your website
Body – Your marketing message
The body of your email depends upon your purpose. However, whether advertising physical / digital products or services; promoting your latest blog post or newsletter; you will want your email recipient to perform at least one specific action.
Usually taking the form of a button or clickable image, your Call-To-Action (CTA) link will send the user to where you want them to be and to hopefully perform the action you want them to do i.e. buy your product, read your articles, reach out to you.
Here are suggestions for body content in three types of email:
Retail – B2B or B2C
- Splash image e.g. Price Crash!
- Products (usually displayed in a grid)
- Product images
- Product names and (sales) prices
- Other offers
- Welcome message with link
- Personal message with link (to persuade to click-through)
- Thought-provoking / controversial questions (to hold the reader’s attention and persuade to click-through)
- Additional sidebar items including quotes, descriptions, tweets, funny stories, etc.
Blog Post Article
- Personal message with link to blog post
- Blog post headline title linked to blog post
- Blog post description
- Additional link to blog post e.g. Read more
- Here’s our example:
Optional Personal Touch
Some marketers, including myself, like to add a personal touch to our emails to help ensure the reader relates the email to a real, flesh and blood person. We add a signature.
Now I’m not talking about your signature to write bank cheques or to sign a credit card slip. You create your own email marketing signature. Mine is simply my first name.
Other important information
Here is another optional section but one that appears mostly on retail emails. Here you will find more information on:
- Moneyback guarantees
- Extended warranties
- Delivery options
- Payment methods
- Loyalty programmes
Depending on the reader and what you are selling, guarantees, warranties and loyalty programmes have limited value and that can depend on your company’s reputation.
Delivery and payment methods should be important to all buyers and here you give the reader the option to find out more.
There are a number of other elements you need to include in the area at the bottom of your email.
- Copyright details
- Your mailing address
- Your email address
- Unsubscribe links (you must include this option by law)
- Why the recipient is receiving your email
- Email distribution service badge (if you have a paid account you may remove this)
Other items you may wish to add to the footer include:
- Social media links
- Any other disclaimers
The format of your marketing emails all depends on what you want the recipient to do. The design of your email must be engaging, attractive and thought-provoking. Engaging headlines and effective Call-To-Action links are paramount to success. Experiment with your marketing emails and discover the results.
Is email marketing more powerful than social media or website ads? What do you think?