Web fonts It has been possible to use web fonts for a while in email but brands have really only just started to use them from the end of 2017. This technology provides a massive improvement in terms of the overall look and feel for most brands. The ability to use custom fonts right within the email is a huge step forward both for email designers and also for the companies trying to show their branding correctly. One major additional advantage of web fonts in email is of course the opportunity of being able to include much more content of the email in actual html text. This improves the accessibility of an email not to mention the deliverability and overall…
design
Predictions for 2017 email marketing
Well, it only took 2 years, at this time in 2014 I wrote that 2014 was going to be the year when mobile responsive email just became email, became the common place, was what all the hip kids were doing. That finally happened in 2016, so the market was a little behind the curve but, boy, did email marketing catch up quickly! Responsive and Spongey coded emails abound, as do gif animation emails. Open the door and when you marketers come through it you do it with vision and a vengeance. So what will 2017 bring us? is it finally the year of video in email? Is it the year when automation crosses the chasm and is no longer the…
How retail should use email marketing
Email marketing can be the most effective sales support for retail companies. It is undisputed that it is by far the best value for money form of advertising. For every £1 spent, email marketing generates a £38 ROI. Email has been claimed to be more than 40 times more effective than Facebook or Twitter. This is easy to imagine as people have absolute control over their inbox in choosing to receive emails from their favourite brand it is reasonable to assume a retailer will be sending emails to people who want their emails. People have very little control over the type of content they receive via social media and most retailer brand messaging gets lost, not least because people don’t…
What next for email marketing?
Messaging channels, both niche and mainstream will come and go and social networks, whilst making improvements with targeted advertising, are places most of us go to interact with friends. Email, on the other hand, is where our attention is more focused and a significant portion of our online time is spent – it’s still the top reason why most of us go online. Online activities ranked by regular usage in the UK (March 2016) Source statista.com The key is permission. When we sign up to receive emails from websites and brands it’s a deliberate choice, whether it be brand affinity, interesting or useful content or deals and offers we don’t want to miss. I can almost hear the sighs of…
Help your email designer help you
A good design has high conversion rates and is easy to use. It meets business goals while it is pleasing for people who receive it. Creating content that can facilitate a good design can be difficult though. Here is a list of marketing tips that will allow you to create great content that will make it easy to design for, but more importantly get you those conversions. Here is a great article that details how a company improved conversions by matching email strategy with mobile strategy and also how improved design and design practices like mobile optimisation improved their conversion rate. Offers aren’t everything Strong offers are obviously important but if that is all you’re saying users will get bored…
How to design an email using Sketch
Sketch by Bohemian Coding has been gaining popularity steadily since its release and is now on its third iteration. Many very large and well know companies such as facebook, Google, Dropbox and Twitter all have designers which use Sketch now. Sketch is a great graphics app for a number of key reasons. Firstly it is a vector graphics app so all graphics are scalable, and icons and designs stay pin sharp no matter the size. Sketch makes use of objects, slightly similar to the concept of smart objects in Photoshop but essentially an icon can be made up of multiple fully editable components. Sketch also has an inspector which makes adjusting layer styles and effects very quick and easy. The…
Email analysis: Virgin trains
Welcome to the first of my upcoming series in which I’ll be analysing various emails I receive. Seeing what they’re doing well, what they’re doing poorly, and what I would change. This email analysis will primarily be from a design and code basis, rather than on a strategic level. We’re going to kick off the series by analysing this email I received from Virgin Trains. To see the full email, click here. First Impressions My first impressions of this email were very positive; I enjoy the colour scheme with the contrast between the reds and whites, the modular email design does a great job at splitting up the content in a readable fashion, and I was very glad to see…
Tapping potential – email click through rates
With 60% of emails being opened on mobile devices, we all want as many people as possible to tap links and visit our websites. So, what can you do to encourage people to get tapping? Email design is key and should be all about clear communication. Your message should be both precise and concise in our overloaded and fragmented digital World. Email click through rates can be improved by adopting the following actions; Don’t think, feel Our reactions to most things aren’t driven by thinking, they are driven by emotions with desire and fear usually right at the top of the list. Tapping on an image is easy if we see something we want. Equally, a fear of missing out…
Responsive email 101, make it legible on a phone
I think we all agree that people look at their phones a lot, I think we all agree that they are looking at your emails on their phones, the numbers are compelling and all retailers are seeing in excess of 50% of their opens on devices, most b2b’ers are seeing 30% plus, the jury are in and the verdict is people are looking at your email on their device. The question then is not are they looking but what sort if experience is your brand giving them? Truth be told, with most marketers it is a less than perfect user experience. Low res images, text over images, text that isn’t “live”, email that is poorly designed for devices, a one…
Quick Tip Guide: 5 Basic Tips to a good landing page
There is an art and a science to making your landing page stand out from the crowd. It is imperative that you do something to capture your audience and ultimately make them follow the call to action that you have established. It is so much more cost effective to capture and engage your target market time and again that it is to buy them with SEO, Banner Ads, PPC or any other paid for advertising. Your brilliantly designed landing page can have all the results that these marketing tactics can do and more. Here are our 5 basic tips to designing a good landing page: Headline It You used to have just two seconds to make a good first impression…