Email marketing is not just dropping a message in the inbox of a contact. It is all about attracting the attention of your reader. This attention should ultimately lead to the desired conversion.
Every e-mail that you write has a specific purpose. You have that in your mind, and you will measure that once your campaign is sent. Did my contacts clicked as much as I expected them to? Did my contacts reach the end of my message and did they go to the landing page I created?
That’s why it’s important that you avoid every kind of distraction. A human being is easily distracted. An email reader even faster … therefore you should not let yourself be tempted to add a lot of extras. We give you some rules of thumb.
- Are the images coherent and connected to the message? Do I show the right product? Does the image complete the story? Do I run the risk that the selected image reminds the reader of something else?
- Does your attention really go out to that one product or service that you want to position? Isn’t there a disturbing sidebar that distracts the reader from your intended conversion? If yes, you will catch a click-through, but not the one you were looking for today.
- Are all click-through opportunities coherent? Because you can quickly put a link on a word. For example you could help the reader with a word statement, or some technical explanation. The reader could see it as a distraction. And you’ll notice it afterwards in the conversion rates.
- Everyone agrees. The face of your company and / or product must be visible in your email. But how many bells and whistles should you use? Each graphic element may be relevant, but know that the smallest icon already provides another association for the reader. Even your logo on the top left. Which link do you use for your logo anyway? Not the link to your homepage, but to the landing page you’ve built for this post. Visitors who absolutely want to go to your homepage, will click again. You have denied the others the chance to be distracted.
