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
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
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
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more