There are a number to ways to make your email marketing more visual. There are two main areas to focus on; your landing page, or squeeze page, and the emails themselves. Here are a few hints and tips for both:
Your Squeeze Page
Your squeeze page needs to be impressive in order to get people to sign up for your email list. There are a number of ways you can do this.
1. An attractive sign-up form
You should have an attractive sign-up form for them to put in their name and email address. Most email marketing services should offer a range of attractive templates. For example, Constant Contact has a range of ones you can select based on color and style. Choose a color that matches your logo. Or, choose a themed form, such as food, sports or hobbies.
2. Create a strong headline that will stand out
Let them know what is on offer and why they should care. Other elements on the page will be key to getting them to sign up. These days, most smart email marketers offer a free special report or ecourse. Create an attractive cover for it. Write some marketing copy that tells the reader what they will get when they sign up. The entire page should be attractive and focused on a single goal: to impress them enough visually to get their email address.
3. Your logo
You will want to always include your logo in a very noticeable and distinct place in the email. This helps to brand your communications and gain recognition in the marketplace.
4. Create a custom header
In the same way that newspapers have a banner across the top that says, for example, The Washington Post, you can create one that reflects your brand and the nature of your newsletter or other emails you will be sending.
5. A matching HTML template
Use a template with the same colors as your logo to make the emails align with your brand. Constant Contact and other services have a wide range to choose from.
6. Add one relevant image
Images can be a bit tricky in email because they are often suppressed by the recipient’s email client, so they may not always see your logo, header or image. However, they do have the option to click to show images. If a picture is worth a thousand words, you can wow them with a high-quality image that supports the content you are publishing.
7. Use an easy to read font
San Serif fonts like Helvetica, Arial or Verdana are the recommended choice. They make the content easy to scan quickly. If you want to slow down their reading, use Times New Roman.
8. Use sub-headers
Sub-headers give clues as to what you will be talking about, and also break up the page so there is more white space - making it easier to read.
9. Don’t use multiple columns
Put one item after the other, with headlines or sub-headers in between. In this way, people can read your content easily even on their mobile phones.
10. Make your plain text email look attractive too
You won’t have any images or fancy fonts, but you can make even a plain text email look great with headlines, subheadings, use of capital letters to call attention to important information, and lines such as _, =, +, or / in between items to "box" them off, such as if you are running an ad in your email newsletter.
Use these ten tips to improve your visuals, and you should see your email marketing response rate increase.
About the Author
Peter Helms II is the Founder and CEO of Ideal Solutions Consulting. As an expert marketing consultant, he aims to empower entrepreneurs and business people by consulting them on how to navigate the social media and digital world. His company focuses on providing this service to micro and small businesses because it is his belief that these businesses are in the best position to make a difference but to do so, they need to be able to stay relevant and competitive in the digital world. To connect with him, send an email to firstname.lastname@example.org and mention this blog post.