Article

Matt Zajechowski
Matt Zajechowski 13 July 2016

The Dos And Don’ts Of Creating Eye-Catching Emails

Every company dreams of having free SMTP email services that consistently deliver attention-grabbing emails to their customers. But many spend big bucks to get results only to be disappointed when they review analytics later. The key to getting it right is in understanding what people find engaging, and designing emails according to that knowledge.

ReachMail and computational neuroscience firm EyeQuant recently used special software to evaluate a number of email campaigns. The campaigns were rated based on clarity, excitingness and an attention heat map. In other words, EyeQuant’s software anticipates what people will like or dislike in particular email campaigns, and what they’ll respond to.

What we learned:

Use white space to steer the eye.

Under EyeQuant’s criteria, a whiskey maker missed the mark in clarity with an advertising email that’s full of dense text that overwhelms readers and gives a cluttered perception. While it’s considered exciting due to a large visual image, attention is diverted from the actual content of the message. More white space would make for an easier read.

Narrow your options and focus your message.

A trade publication also struggled with ratings because too much is going on with the design. Readers are given so many options in the email it’s hard to focus on any particular message. A robot image and the large word “automation” draws attention, but there is no clear call-to-action.

Simple design, and contrasting call to actions.

A B2B email campaign fares much better with clarity by using a simple design. Attention is drawn to the headline and “watch now” calls-to-action. The simplicity of the campaign, though, dampens the excitement factor. The company also misses out on the opportunity to convey an immediate value proposition with its content.

Clean display for technical content.

A financial services company demonstrates a simple, effective email campaign. The email evaluated here includes a short section with written content and a chart. The company does well for a financial services firm, as far as providing serious information in an uncluttered way. The call-to-action and headlines are also attention-grabbing.

Be mindful of colors and secondary elements in images.

Looking at product description, an aviation company does a great job with its titles and headlines but the email content itself is not considered interesting. The cluttered background in the photo and drab colors overall make it less successful. Like other examples, there is no call-to-action or value proposition.

We hope these insights help you improve your marketing email designs and optimize this crucial element of business communications. Stay tuned for further tips on how manage transactional email campaigns.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more
[Infographic] Why Email Is At The Heart Of Marketing Automation

[Infographic] Why Email Is At The Heart Of Marketing Automation

This infographic, based on Part 1 of our new report, looks at the role of email at the heart of marketing automation.

Natasha Farrell
Natasha Farrell 21 March 2017
Read more