And it couldn’t be more true when it comes to email marketing! Folks have enough shiny objects in their inbox that they won’t give your email a second glance if it doesn’t capture their attention right out of the gate.
My latest workshop titled “The 7 Don’ts of Email Design” addresses how you can look good in the inbox and improve your open and click through rates, which translates to more sales. I can’t share everything in this post, but I want to share some great takeaways you can use in your next email to improve conversion.
Use Colors Strategically
Color is very powerful and can catch your audience’s attention and boost engagement. Studies have shown that certain colors can create a positive emotional response and influence customer reactions.
Color increases brand recognition by 80%, so use your brand colors in your emails. Stick to 2-3 colors in your emails to create a compelling design that will guide your audience to take the action you want. Some colorful tips:
- Red: Increases heart rate, creates urgency
- Orange: Great for calls to action: Subscribe, buy or sell
- Green: Easiest color for the eyes to process
- Blue: 40% of people in the world say blue is their favorite color
Optimize Images for Greatest Impact
Images receive a lot of engagement from your audience. 82% of people pay more attention to emails that have images. But keep in mind that less is more. It’s better to use one large image that really sells your product or service than a lot of small images. Use 3 or fewer images for highest click through.
But as great as images are, don’t rely on images exclusively. Some folks don’t have their images enabled so your text really has to engage them enough to get them to download the images. Constant Contact recently added a new feature to help you with this, it’s called the “Preheader” text and appears right below the subject line.
These are just a few of the tips to help you improve your email’s effectiveness so you can get more engagement and sales with each send. To learn more about “The 7 Don’ts of Email Design” and other workshops, check out our Workshop Calendar.
About the Author
Sandi Abbott is a professional marketer with more than twenty years experience in advertising and marketing. As principal of Xpresso Content Cafe, she helps small businesses increase sales and referrals through interactive digital marketing campaigns. Sign up to receive her monthly digital marketing tips in your inbox. Follow her on Twitter: @xpressocc