Your performance can be incredibly affected by the way you position your contents. here, you will be able to find five things to consider when assessing and optimising your email creatives.
The ever rising bar
The content is always influencing the consumer and subscriber expectations that they’re exposed to. The design tactics, technologies, and techniques that are employed across the industry build an ever-shifting set of standards that marketers must adjust or exceed to make the most of their email programs.Two years before, the brands that supported responsive design or mobile friendly templates were leading in the industry curve. As more brands started investing in mobile optimisation, customer anticipations quickly developed. At this stage in the competition, if a brand’s creatives are not mobile optimised, they’re woefully sluggish. With the Gmail app eventually supporting media queries, marketers can more consistently depend on responsive design to further elevate the experience across devices.It is necessary to consider other tactics that are becoming frequently utilised in email marketing such as real-time content, tactical GIFs, personalised video and also kinetic functionality.
Your competition: everyone in the inbox
By getting insight into your actual competition and the overall trends and tactics being employed within your vertical, your brand can become quite equipped to make useful changes to creative, positioning and content. This can help guarantee that that as the anticipation bar is increased among the customers you’re one step ahead instead of struggling to keep up.Often, brands have their own thoughts about their competition and which brands they should be noting. Once you pick the data and dig into the brands that actually have a high overlap, the outcomes are frequently unexpected yet appear to make sense in retrospect.
It is better to use data to make determinations. If that is not possible for you now, then be sure to study your audience and the demand that your brand has. Also make sure to monitor brands that may not be in immediate completion but may have a related audience or appeal as these are the operations that may be lined up in your subscribers’ inboxes.
Fine tune inbox presence
With email clients like Outlook, Gmail and the IOS native mail app drawing in the pre-header text, it’s necessary to develop how we interpret that content. These three components should be assessed as part of the inbox plan.
When forming copy and creatives, examine how this information flows when put together. The friendly from address gives the brand familiarity and also the exposure. The subject line should also capture the attention and position the area of focus. On the other hand, the preheader should further examine it or allow additional information. If there is misalignment, repetition or a disjointed tone, revise the content.
Design for the brain, not the content
Packaging can strongly sway the perception of product value. The same goes for email design. The larger part of email subscribers makes quick value judgments as they read the content of an email. Instead of moving elements around on a page, it’s necessary for email marketers and designers to analyse how subscribers process that data.
The email content and design are oriented around the requirements of the brand and the marketer instead of those of the end consumer. Do not focus more on positioning the offer, the solution and the content since there are chances to impede success. If your content isn’t simple to process and aspects of your design, interfere with how your content lands, then it’s time to go back to the drawing board.
Make sure that you evaluate the experience across devices and also course correct if anything looks off as and when you craft and review the content. If you’re using tools like Inbox Preview or perhaps manually testing across email clients and devices, this is one of the important steps. As per Adestra, only 20 percent (or perhaps even lesser) of subscribers will read your messages if they don’t render correctly.
Don’t forget about UXmaze
Last but not the least, it’s important that we analyse our desired outcomes for every email as well as the user path as subscribers cruise through the content. If the goal is to promote the subscribers to shop content within the email then transition to the site to purchase, you require designing for this. However, if you anticipate a more pleasant, functional browsing or shopping experience on the website, your design elements and calls to action will possibly look very different.
By getting to the table with pure intentions for the campaigns and a solid understanding of the varieties of subscribers that will be communicating with those messages, you are in a far better situation to create a smooth user path that helps customers to explore your content.