Email is one of the best ways to reach your audience. If you didn’t plan on sending out Holiday emails this year, let this be your inspiration!
1. Make it Mobile-Friendly
According to Litmus, 53% of emails are opened on a mobile device. If your email template isn’t mobile responsive, there is a big chance that your subscribers will immediately open & delete, or open and unsubscribe.
Think about the last time you opened an email on your smartphone and the text was so small that you couldn’t even read it. How frustrating right? You probably abandoned the email in less than 5 seconds. So don’t let your subscribers miss your important updates or sales just because you didn’t choose a single column (no sidebars), mobile responsive template. Here is an example of a good template.
2. Incorporate Your Branding
It is very important to be consistent across your marketing. Make sure your email template resembles your website, and/or branding by using the same colors and including your logo. We want to make sure that our customers and clients know who the email is from, right when they open it. A great way to ensure that you’re using the exact colors in your template is to use a color picker tool. I prefer using the Color Picker Eyedropper chrome extension, but there are many to choose from such as ColorCop or Classic Color Meter. If you have a lot of colors in your branding, stick to just a few in the template. Perhaps one color for the background, one for the headings & dividers, and one for the call-to-action buttons.
Another tip to keep your emails recognizable is paying attention to your From Name. If you have a long company name, and use an acronym as your from name, make sure that this acronym is on your website and other branding, so your customers are familiar with it, and know that it’s you. Remember that you yourself look to the from name before reading any email. Its helps you decide whether or not you’re even going to open it.
3. Include Images
Images are a great way to catch the viewers attention. Just make sure to use high quality images or icons, and to use them at their intended size. So be sure not to stretch or squish them until they are fuzzy. It’s also important not to use too many and clutter the email. If you stay at 2-3 you should see good results!
4. Choose a Readable Font
Adding too many different fonts can be overwhelming to the reader. Stick to the font you use on your website and branding, or choose one in the sans serif family. These include Arial, Verdana, and Helvetica.
- Serif are better for print
- Sans Serif are better for web
In addition to including a readable font, it is important to make the font size big enough to read. If you choose 14pt for main text, and 18pt for headers and call-to-actions, you should be in the clear.
5. Showcase a Video
Including a video in your email is a great way to get people to 1) open the email and 2) engage with you. There is no need to embed the email either! Simply add a screenshot of the video, add a play button in the middle, and link the image to your YouTube channel, Vimeo account, etc. This will also give them the opportunity to view the other videos in your account.
Here are some tips for a great video:
- No longer than 30 seconds
- Make sure there is plenty of light! This is a great way to ensure that your video looks high quality
- Your background should be clean, and neat to avoid distractions
- If you are filming people, wear solid colors that compliment your background (also to avoid distractions)
6. Stick to One Topic
People are more likely to take action on your email when there aren’t too many actions for them to take. Stick to one topic in your email, be it a sale announcement, discount code, or a Happy Holidays message.
7. Include Buttons
As we discussed earlier, many subscribers will be opening your email on a mobile device. Including your main call-to-action as a button will bring attention to it, and also make it easier for them to click with their finger or thumb. It is best to use an html block, or table to create your button rather than using an image. Why? Because many email providers strip out images, and you don’t want for your subscribers not to take action when they open your email.
8. Make it Shareable
Word-of-mouth is one of the best, if not the best form of marketing. We trust what people have to say, even if we don’t know them. Take Amazon reviews for example. If the product has terrible reviews, we don’t buy it, and if it has great reviews, we go for it! The best way to get people talking about your offer is to give your subscribers the option to share the email on their social media channels. You can do this on most email providers such as Constant Contact, by checking the “social share bar”.
Keep in mind that this is separate from adding your own social icons in the email. That is how they follow you. The social share bar is how they share on their own account.
8. Put it on Social Media
Another way to make it easy for people to share your content is to post it yourself! Post a preview picture or just the link to your recent email. Be sure that the email includes a “join my mailing list” icon or you include the sign-up link in the post so that these new viewers become subscribers!
10. Less is More
Keep it short and sweet. It’s best to only have up to 20 lines of text in your email. If you have a lot of information you want to add, keep in mind that your goal of the email is to drive traffic elsewhere (your website, social media, etc.) so it’s okay to only include a snippet of the information, and have the rest on your destination.
Looking for Extra Help?
If you would like to work together to create a holiday marketing plan for you and your business, contact me or view my services below.