Effective email marketing campaigns need to be cleverly written to attract attention in busy inboxes. While drafting my emails here are some of the things I take in account…
Personalization and Imagery
Marketing emails need to be personalized to the reader and filled with interesting graphics. Very few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients to quickly understand what the point of the email is.
Responsive Design
Effective email marketing campaigns should be designed for all devices on which users can read their emails -- desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important -- a quality known as "responsive design." A new study in fact indicates that, 69% of emails today are read on either a smartphone or tablet.
An Appropriate Call-to-Action
Most importantly, exceptional marketing emails should contain a meaningful call-to-action (CTA). After all, if brands are taking up subscribers' time -- and inbox space -- with another email, every message must have a point to it. Internet users get multiple emails per day -- why should they care about yours?