a well-designed chain of automated emails can give a powerful boost to the ROI of your email marketing campaigns. they’re low-maintenance and highly effective once built.
by using triggers like dates or actions, you can create targeted emails that communicate exactly what you want to say. you’ll be able to form personal conversations with each and every one of your customers, all with a click of a button (or a few more).
it’s essential that automated emails add to your credibility, so before you get started, here are a few things to keep in mind as you begin your design process.
be conversational 👋🏼
though email marketing has been proven to be much more effective than other marketing channels, they only work when they feel organic. humanize your emails by using personalization and segmentation. look to create conversations, not transactions.
brand! brand! brand! ✓
deepen your audience’s brand awareness by designing emails that reflect your brand identity. utilize fonts and colors that match your brand image, and don’t forget to take advantage of visible spaces like the header.
be direct! 📍
having a clear purpose is essential to encouraging your readers to take action. give your audience clear instructions for clicking through to your site or accessing the information they need. make it easy for them to do what you want them to do.
it is no longer debatable whether people open their emails more on their phones or their computers - mobile has won this battle. be mindful of this trend as you create your emails by using mobile-friendly emails that are easy to read. test your emails on smaller screens and adjust your font sizes accordingly.
clean & simple ❏
the layout you choose can affect the readability of your emails as well. choose your layout based on how you want your content to be digested. pick a one column layout for simple or text-heavy messages. use a multi-column structure if you want to lay out more information or images without the need to scroll. being empathetic to your readers is important.
be creative! 👩🏼🎨
having graphics and on-brand imagery can be the difference between low engagement and a high click-through rate. in addition to free assets that you can find online, you can also search for inspiration on sites like pinterest or subscribe to email newsletters from your favorite brands.
review & improve 📋📋📋
with any type of automation, it’s a good idea to set aside some time for routine maintenance. take time to review your automated emails periodically so that you can check up on whether your emails are performing correctly. this also gives you the opportunity to make sure that all your email content is up to date.