When your customer opens your email, does she know exactly what to do within seconds?
I'll share some great advice I learned from a recent Hobspot webinar on blogging. (By the way, if you're interested in learning about online marketing, bookmark Hubspot for great free info.) They were talking about making blogs visually appealing, but the same could be said for the emails you send.
Today I took the advice from the webinar and I tried standing about 5 feet away from my own email preview screen — the one you view just before clicking send — to see if I could instantly tell what my own email was all about… I have to admit I didn't love what I saw. True confession:
- The brown background looks like some sort of mashed baby food. Not the lovely understated hue I was going for.
- Worse, the main link — and the main point of the email; the next installment of an article on holistic marketing strategies — took a backseat to an ad for a course we're currently offering. Now some marketers would say this is a good thing, but what I really wanted to project was the free information about holistic marketing strategy; the course was intended as an added consideration; NOT the main point of the email.
So back to the drawing board today; my work is cut out for me: Redesign this email template.
Email confusion is pretty common. Lots of times I've gone clicking my way into oblivion, only to finally give up and move on to the next message in my inbox. Sometimes I've even filed the whole mess into a folder because I was intrigued enough to want to sort it out later. But the fact is, most people never go back to these emails that originally miss the mark. Weeks or months later, it just gets deleted.
Consumers and business people just don't have time to go chasing your email message down a rabbit hole.
First impressions matter and clarity is rewarded with click-throughs (which is why analytics are useful.) The visual impression you make may not accurately reflect your intentions and the reaction you were hoping from your customer. The point here is to decide what is most important, then organize your email message around that one thing. In my own application of this dilemma, I think playing with proportions, colors and/or pictures might solve my problem.
Have you ever received your own email in test mode and known it was just not right? Add your comment here.
Written by Jen McGahan