This year you can expect to see more personalized emails, as well as more interactive emails. For the second year in a row, those two email design trends stood out above all others, according to a Litmus poll of more than 240 marketers.
The next tier of email design trends included using more AI-driven content and live content, and simplifying email designs. The other eight email design trends that we asked marketers about received a bit less enthusiasm, although they’re all still likely to be important this year.
Good copywriting helps you build your brand, connect with your customers, and persuade more of them to click through on your offer. But too often, marketers don’t take full advantage of the power of great copy. After years in the email business, we’ve seen every copywriting fail: typos, “blah” writing, “meh” calls to action, and other misfires that turn email potential into missed opportunity. Here are the 5 biggest copywriting fails that you should avoid.
When we receive an email in our inboxes, we view it as a two-way method of communication. You email, I respond. Yet when it comes to many email marketing campaigns, it doesn’t feel that way to subscribers. Instead, they see marketing message after marketing message with little personal connection. If you want to take advantage of the personal, 1:1 nature of email, then you’ll have to start making your email copy more human.
Most of the time, you don’t need a brand spanking new design to get your point across—what you have already works. That’s why an email template is the easiest way to streamline your email campaign. But using a template doesn’t let you off the hook from testing.
Email marketing mistakes happen. We’re all human. With a template, though, we let our guard down. Because they often come “pre-tested,” we forget to test ourselves. Here are a few things you should definitely keep in mind when using templates—because no template is truly invincible.
When it comes to writing email copy, it’s not hard to see why so much focus is spent on subject lines. Chances are that your subscribers receive many permission–based emails every single day. If your subject line isn’t compelling, not only will it not get opened, but there’s a chance that it won’t even be seen. Joanna Wiebe shares her tips for creating captivating subject lines that get opened.
Think back to the most important email you sent last month. What comes to mind? It could’ve been a newsletter or promotion, but it’s also possible that the most important email you sent last month was actually written months ago—in the form of a transactional email.
Your subscribers didn’t wake up this morning looking to download or sign up for anything. Instead, they may have woken up, like many of us, either wanting or needing something. Your button text should reflect the latter.
For most brands, a person’s email address is as good as any currency. Not just because it’s how they communicate with and, advertise, promote, sell, and even deliver their products to customers, but more importantly, because it signals the subscriber’s willingness to listen.
Writing for email may be one of the most difficult jobs in marketing. Different segments require different messaging. The devices your subscribers are using affect the perceived value of your copy. (What’s helpful on desktop may be long and laborious on mobile.) And subject lines? You have just a few short words to compel your subscribers to open, otherwise all that copy you wrote has significantly less impact. The words we choose matter.