At MarketSpace, we’re committed to living a greener lifestyle. In the spring of 2011, we launched an online campaign encouraging our audience to make pacts to reduce their carbon footprints. Prior to launching this campaign, we sent out a custom-designed eblast to kick off it off and generate excitement for what was in store. As a result, our email campaign was a recently featured design on Campaign Monitor—an online email marketing company, offering tips and tools to help designers execute a successful email campaign.
When creating an email campaign, and especially when designing a customized eblast template, there are a few steps every designer should consider:
1. Plan ahead. Before you begin the design process, make a list of links, important information and other design elements to be included in your design. Make preliminary sketches of what your template might look like. Will social links need to be included directing audiences to a company’s existing Facebook page or Twitter feed? Will your design need to incorporate navigational links? Using site navigation as part of your design can keep the user experience consistent when clicking from an eblast to a website.
2. Your message should be clear. What is it you want to say? What are you offering? Is there a specific call-to-action? If you were to receive your own email campaign, would you take the time to read it? Or would you immediately delete it? Think of interesting ways to engage your audience. The last thing you want them to think is that you’re a spammer.
3. Keep it simple. Every designer knows the importance of hierarchy and readability. That being said, keeping your layout clean, simple and consistent with your message can make or break the success of an eblast campaign. Make sure there is a direct balance between images and content. Stay fresh and current by researching other email designs, industry trends and web design practices. Don’t fall victim to having your designs look dated!
4. Know your resources. At MarketSpace, we have found Campaign Monitor to be an easy-to-use tool for running streamlined, customizable email campaigns. You can design great-looking emails, manage lists and subscribers and track analytics—all while meeting your clients’ needs for a low cost. Once you design a campaign, they do the rest!
To check out our campaign featured on Campaign Monitor, click here.
