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
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
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more