The interaction from the perspective of those who will receive the content must be agile and intuitive. These characteristics become essential if we take into account the avalanche of emails that any of the recipients of the content can receive every day. Our objective from the point of view of User Experience must be to make it easy for them.
It is important to bear in mind that the reading support that our recipients will have for that email will be different: screen resolutions, browsers, operating systems, icons, fonts or types of mobile phones, to name a few, which can cause the campaign to be displayed in a completely different way and alter this user experience.
8 tips to improve user experience in email marketing
Below we list a series of practical tips to improve UX or user experience in email marketing.
1.- Create and maintain a visual identity.
ux design email marketingA company's brand recognition by color, style or some characteristic element of the company is visually pleasing to those who follow it and like to stay connected with their favorite brands. This element generates trust between the consumer and the brand and helps to quickly recognize and identify the origin of that communication.
So we recommend that you create a visual identity that represents the company , its products and services…and even email marketing campaigns.
2.- Use your own brand logos and domain.
Let your customers recognize your brand also through the emails you have already sent them. The recipient of the company's messages has probably made some purchases previously or interacted in some way on this or another channel. So we can say that there is already a degree of trust and recognition. After the first contact, it is important to maintain the customer-brand relationship and affinity.
So take the opportunity to consolidate this proximity by adding all the elements of your graphic identity to the campaign . Also choose a return address that identifies your company.
3.- Generate a relevant subject that invites opening.
ux design email marketingThe subject line is one of the most important elements of a campaign, it is the first point of contact between the sender and the recipient . It is a key factor in guiding the reader to be interested in the content of your newsletter or to throw it away without even opening it.
Create short, clear titles that show canadian cfo email lists relevance without forgetting to address the issue with personality. Be direct and convince the reader that your message is interesting to them.
4.- Design an eye-catching header to convey the message at first glance.
The header is the first area visible to the recipient when opening the campaign. It is our great opportunity to make a big impact thanks to photos, graphics or other visual aids that make the newsletter more attractive and invite the reading to flow.
Use visuals to capture your reader's attention. Be creative and show why that content is important and relevant to them.
5.- Use suggestive call to actions that invite clicking.
ux design email marketingCalls to action deserve outstanding visibility in any email marketing campaign, as they are largely responsible for guiding your reader towards conversions.
Use bright colors , but in tune with the rest of the campaign, avoiding the garish, to highlight the actions you want your readers to take . Choose a size that attracts attention and place it in a visible place that facilitates interaction with it.
6.- Use images in a balanced way.
ux design email marketingImages are attractive in themselves, there is no doubt about that, but they should be used with caution, as the ideal is to balance the visual with the purely textual . A good reference is at least 60% and 40%, respectively. This makes reading more pleasant, makes it flow and also complements the content you want to communicate.
We highlight the weight of the images as an essential element , since most servers and antispam filters could mark a campaign as spam due to the fact that it has a high weight. So optimize its weight by adjusting the resolution and size to the specific needs of email marketing.
In addition to images, it is advisable to use other visual elements, such as graphs or infographics, which help to easily and visually identify the content shown.
7.- “Alt” tags help complement the campaign images.
Sometimes images in campaigns can be blocked by providers and email managers, so they are not displayed in the Newsletter . If you use alt tags , which are a code-like description of the image, it will be more likely to identify the content of the images and the recipient will not delete the email due to the visual mismatch that makes it look like the newsletter is missing elements.
8.- Responsive design is a crucial and mandatory element.
ux design email marketingNowadays, we access email from our smartphone or tablet in a similar proportion, if not more, than from a desktop computer. That is why it is more than necessary to have a design that is clearly perceptible from any device and that allows the content to be viewed under any screen resolution.
So plan a friendly design, keep the same visual line for everyone, adapt the font size and width of the message. Make it easy for the user to read and navigate on any medium.
With all the elements we have mentioned, you are now more aware of the strong link between email marketing and User Experience or UX. Both have the same objective from the customer's perspective: to provide the best experience for the user, which is easy to use or interpret, and to increase the conversion rate.
