– They convey relevant information at that specific moment.
– They come from a recognised and recognisable sender.
– The experiences of interaction with the emails previously sent by the sender have been positive.
A second element to take into account is that, unlike what happens when a user accesses a web page, where they are looking for information, in the email the message arrives unexpectedly. The main implication of this fact is that we must take great care of creativity and design in order to attract and maintain the user's attention. On a website, interest in the content sought can compensate for a poor browsing experience. In an email, the user does not expect our message, so it will have to be precise and effective when attracting their attention .
Each designer can contribute their inventiveness and experience when creating an email; in this sense, there are no limits to creativity. However, we set out here 3 basic rules whose follow-up will provide coherence, ease of reading and interaction in the content.
1. Alignment with the brand.
In the case of emailing, brand image management deserves special consideration. The perception that a user has when looking at an email is part of the image that the brand builds about itself. It is inevitable that the Internet user perceives a certain representation of the company yemen business email list when interacting with the emails they receive from it. Maintaining a consistent brand image across all channels is essential to generate user trust. The colors, fonts and copy of the email must be easily identifiable with the presence of the brand on other channels, both digital and offline.
2. Hierarchy of content.
A balanced and hierarchical structure of content (texts and images) will help with its reading and the recognition of the different elements that make up the message. If we do not show the content in an orderly manner, the user will have difficulty recognizing and paying attention to its parts.
3. Calls to action.
It is essential to combine different techniques to move the user to action throughout the email. Rational and emotional elements can be used, with images and texts, buttons, graphics, etc. Testing these elements will be key to improving click-through rates.
“An email without a call to action is like a hook without bait .
