Slowly but surely, we’re starting to see that the simplicity of a layout and focus on one specific product in becoming a trend in email marketing. And today’s example is no different. UI stencils specializes in making templates and sketches for digital media design.
In the example we’ve got for you today, they put the focus on the “Whiteboard Stencil”, where they aren’t drawing on paper, but on a whiteboard. Ideal for teams that want to encourage discussions. But bringing things that were done on paper to the whitepaper, asks for a special approach. Let’s look at the 5 steps they use.
1 Of course, they open with a logo. That’s kind of lesson 1 in email marketing. Directing readers towards a web version is lesson 2. But in this example, the do it in a different way: they start with a product reference in that click through link. If the reader doesn’t click, he has still read the message in that link. And that sentence is also optimized for the email clients that also display the first line of text (preheader) in the preview screen.
2 A big image that is linked to a blog post on the website of UI Stencils shows the product in action. It is designed in that way that you can see in just one image what it is and what you can do with it. Sometimes it’s better to use an image instead of text to convey a message. They also thought about what you will see on the landing page (and that’s not always the case). Here you land on a blog post with a video. The image that you see in the email message, fits perfectly with the video in which you’ll see the hands while drawing.
3 Even though we live in a visual world, image is unfortunately not always convincing enough. That’s what this paragraph needs to do. And there is another reason to use text of course. Lots of email clients persist on not showing the images by default. Also note the strong call to action: “Read our blog post now!”. They point to relevant content and the word “now” should lead to a reflex to click with the reader.
4 We already saw the product in action, but now we get to see the entire package that they’re offering in this email. In a straightforward WYSIWYG-style you can find the product on the table, together with two markers and an eraser. You know what you’re going to get when you buy it.
5 We know how it works, we know what it looks like and what’s in the package, so now it’s time to do business. They offer 3 elements in this block. They also use a discount with a limited time. Time pressure is an element that positively influences the conversion of an email message.
The next visual line is composed with care. You get the promotion code and next – you know that we read from left to right – a call to action to buy. The code is no key of a month or holiday – like Valentine’s Day – like you often see. No, it contains the product name, which is great for recognition. But it is also preceded by the word “pro”. A final argument for the potential buyer: you are a professional, aren’t you?
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