Why in my 10-years carrier in digital do I still believe in email marketing? It’s one of the easiest ways to:
- make MVP (if you are not sure that your product is on-demand or if it meets customers criteria)
- it’s free and easy to set up
- the perfect way to sell to “cold leads”
It is perfect for you if you have an idea to sell online:
- Any product (B2C/B2B)
In the next articles, I will describe how to do it step by step. But today we will learn, how to make pictures in emails work FOR you. Not against you.
Let’s go! TOP rules.
1 Don’t overuse images.
Especially free-stock images, that you can find easily on Google. It will never help you with brand identification (once you start to sell anything- you start to build a brand).
Read more in Psychology of Persuasive or watch video from Natali Nahai.
2 Create your own style:
- in writing
- in design (pictures)
Determine your basic colors and tone of voice, that will reflect your own brand/position. There are thousands of emails outside and you don’t want to be “just one more”.
Be creative and don’t be afraid of bad feedback. The more creative you can be – the more reaction you will get. Your aim – is to collect emotions from customers. Do it!
3 Special tricks.
Did you know you can direct the attention of the reader to the line/button you want?
Eye-tracking brings some magic to email marketing. How exactly does this happen?
Eye-tracking helps us to see how the eyes follow a few different elements on pictures. When a baby looks straight – the reader looks straight to his face too. When he looks to a title on the right – the reader follows the sight and reads the title too.
Some more examples.
4 Help readers to achieve the goal you need.
- Set up a goal for your email
- Keep the email short (maximum two scroll downs)
- Attract attention to the element you want.
Do you need to sell an item? Your goal is to make a reader click the button that leads to your website?
Follow the rule of inverted pyramid design.
To sum up, let’s have a small test.
Does this picture follow all the rules we learned?
- Picture design connected to brand identification (colors, brand message)?
- Does a picture bring emotions? What do you feel?
- Where your attention goes first?