Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Cases, Tips

Scribble as nonchalant on your own email message

Coming up with an original idea, delivering a message and being readable at the same time. It’s an art that email marketers all like to get a hang of.

Repeat-x-Perfectly-Basics-SjaalThe example of today comes from a fashion company that you may have come across in this blog before. This fashion company has endless ways to draw the attention of the customer. If you apply the same philosophy repeatedly, you will give the reader an extra motivation to go further than the subject line and to actually read the message. Arguments such as “what have they come up with today” may not always be by the book, but they work. Let’s call it meeting the intrinsic motivation of the reader.

1 The idea and the elaboration of the email message might as insane as you want, one still sticks consequently to the classic reader. The sober logo comes first in the middle. Next comes the menu, in the same way as it occurred in the digital web shop. Keep in mind that a reader can be sceptic, so you need to look after the recognisability. Which has been taken into account here, as well as in the other messages. You can surprise a customer, but you shouldn’t scare him off.

2 We start off cautiously. At first sight, the normal routine is continued. A scarf is being depicted with chocolate letters. The price is quite special. That is why it has been written by hand. You should admit that it is an remarkable situation. If you quickly go over the overall message, then the price €59,95 is the first place that catches your eye. Have you noticed the playful element nearby the call-to-action [shop now]? That is the holy trinity of email marketing: a nice offer, a sharp price and a call-to-action.

3 Here the layout gets friskier. As if the pictures have been cut from a fashion magazine, they have been glued on the screen. As if you are looking at your own tailor-made mood book. The text seems to be handwritten. And the content doesn’t seem to be a sales pitch at all. Rather a little explanation why you need this fashion stuff. The drawn airplane and the parasol are as nonchalant, but this works as well. Who among us didn’t quickly think of a holiday? The body of this email message continues that way. Each time a frame of images is shown with comments, alternating with a clear call-to-action. Slowly but steadily the email message evolves to the classic format again with the straight figures and the text frame with straight letters. That way the body that is slightly different, draws the attention even more. An email format to consider well.

A little warning though. When text is being displayed on the images, you can never be sure that a spam filter will not cause trouble. And unfortunately there still are email clients that have turned off the visualisation of the images automatically. Not only the alt tag is very important, the reader can also decide to load the images. But then the magic of the nonchalant look has disappeared. Such a waste!

Oct 30, 2015Ann Flipkens
Previous storyFlexmail is nominated for the Digital Marketing Awards 2015Next storyPhilosophical remark about email marketing and communication
Home Scribble as nonchalant on your own email message
6 years ago Cases, Tips283
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Email marketing, Inspiration!, Trends

Recipient triggers email marketing

The year is coming towards an end. However, email marketing is expecting some hardworking days because of that year end. The first trend lists and forecasts concerning the future or email marketing are seeping in. We filter them on attainability and we will present you the most remarkable visions in the upcoming weeks. Nov 19, […]

Content, E-commerce, Email marketing, Inspiration!, Personalization, Reporting, Strategy

The magic of web tracking

I have no doubt that every email marketer attempts to refer his contacts to his website in every email campaign. Have you never wondered how convenient it would be if you could send your contacts an automated message after they visited a specific web page? Not only would that bring the marketer a step closer […]

Strategy

7 strategies to soften a blooper

Email marketing is a quick tool. Quick sometimes means a little too fast. And even if you have a good check in place, it’s easy to miss a mistake when clicking on the send button. Sep 12, 2014Michelle Dassen

Email marketing, Personalization, Social media, Targeting

Email marketing is back from never being gone

Email marketing regularly dares to be the center of a much-discussed topic: is email really a dying communication medium? Many marketers claimed that traditional media are stepping aside for new communication media such as social networks and apps. Of course we are not disputing the decreasing effectiveness of a mass communication medium that sends one […]

Email marketing, Marketing automation, Wetgeving

E-mail barometer 2016 – 2017 : Download your copy now Free download

Email Barometer 2016 – 2017 The best way to learn is from each other. So we let marketers do the talking about email marketing in 2016-2017? Flexmail surveyed marketers about their use of email marketing. Based on the results we were able to compose our Email Barometer 2016 – 2017. What are according to you […]

Place an ad in your message

Email marketing is always looking for conversion. We do that by designing a captivating email with a rock-solid call to action. But now we see a new trend pop up! Jan 25, 2014Ann Flipkens

Don’t wait too long

Email marketing can also support the online shop of your company. And that goes a lot further than promotions to announce new products. Dec 19, 2012Thomas Vangelooven

Strategy

Are you using animated images in your emails?

An email that moves? You can accomplish that by implementing a good old-fashioned animated gif in your email messages. Oct 25, 2013Michelle Dassen

Most Viewed
1,434

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,286

An integrated offline and online communication at Nespresso

1,063

10 elements of a great welcome message

1,022

Bloopers you can avoid

1,010

Are you using animated images in your emails?

965

Time to bring your email marketing into line with the GDPR

956

Give your automation a new dimension

942

Are you ready for the arrival of the GDPR?

2018 © Flexmail