Acquisition Email: All the Elements of an Optimal Design
Posted: Wed Dec 04, 2024 5:00 am
The most effective acquisition emails combine good graphic design with the best digital marketing tools. This goes far beyond ensuring good readability and an attractive design.
Even before you design your email, start by asking yourself the right questions. Let's check the boxes:
Who is your target audience?
What is the purpose of your email?
What do you expect from email readers?
Once you've defined who your email is for, don't forget to define precisely what you want them to do. The action needs to be measurable and will also inform your design. Good email design will also ensure that your messages don't end up in the spam folder. Keep in mind that some anti-spam filters scan the content of messages to see if they contain too many images or text. For us, a 60/40 split: 60% images and 40% text is a good balance.
Before we move on to the actual design, let's establish some basic rules:
Stay true to your brand.
The design of your acquisition emails should mirror that of your other marketing mediums (website, social media, etc.). Use your emails to reinforce your brand image, not to create confusion!
However, you can review your email templates to create a design that breaks away from your usual communications, always in line with your statutes.
Police!
Limitez l'usage des polices. Deux suffisent largement. Et pour l'email d'acquisition, contrairement à plein d'autres domaines, c'est la taille qui compte. Évitez les polices trop petites (< taille 12) ! Peu de gens sortiront leurs lunettes de lecture juste pour consulter votre email.
The tone is right!
Write your emails in the same tone as the rest of your communications, whether on your website, on your social media, or even on the phone for your customer service.
Mobile first
Most Internet users who will be exposed to your campaign overseas chinese in usa data will do so via their smartphone. The design of your email should be adapted for reading on a mobile device. A responsive design will ensure optimal reading on mobile phones, computers and tablets, as well as on all web browsers.
5 key elements for optimal acquisition email design
With these basic rules in place, we'll break down the 7-point strategy to make sure you're not missing anything and presenting your email acquisition in the best possible way to boost your KPIs.
1. Your logo and colors
It's tempting to get carried away when creating a recruitment email to encourage people to click through. But don't forget who you are. This email should also serve to cement your brand in the reader's mind. Beyond the immediacy inherent in your campaign, it should also help your brand to become established over time. So make sure you don't stray too far from your graphic identity.
Your logo is memorable, so stick to it! Your brand identity should be front and center when Internet users open an email. Make sure to use a format that adapts to all devices. There's nothing worse than a logo that takes up the entire screen. But make sure it's clearly visible and identifiable.
The same goes for colours. They reflect your brand identity. Choose one or two that complement each other, but don't stray too far from them. This is certainly not the time to give carte blanche to little Leo, fresh out of kindergarten art class...
2. The images
Images help you create the desire to know more about you, help your readers project themselves into your brand's universe and illustrate your offer. The choice of images is therefore essential if you want to boost your audience's engagement.
So opt for visuals that highlight your offering and its diversity. Lifestyle visuals such as “a woman walking in the distance on the beach” to sell earrings or “a child making a cake while laughing” to illustrate a real estate plan… will not encourage projection or conversions.
Even before you design your email, start by asking yourself the right questions. Let's check the boxes:
Who is your target audience?
What is the purpose of your email?
What do you expect from email readers?
Once you've defined who your email is for, don't forget to define precisely what you want them to do. The action needs to be measurable and will also inform your design. Good email design will also ensure that your messages don't end up in the spam folder. Keep in mind that some anti-spam filters scan the content of messages to see if they contain too many images or text. For us, a 60/40 split: 60% images and 40% text is a good balance.
Before we move on to the actual design, let's establish some basic rules:
Stay true to your brand.
The design of your acquisition emails should mirror that of your other marketing mediums (website, social media, etc.). Use your emails to reinforce your brand image, not to create confusion!
However, you can review your email templates to create a design that breaks away from your usual communications, always in line with your statutes.
Police!
Limitez l'usage des polices. Deux suffisent largement. Et pour l'email d'acquisition, contrairement à plein d'autres domaines, c'est la taille qui compte. Évitez les polices trop petites (< taille 12) ! Peu de gens sortiront leurs lunettes de lecture juste pour consulter votre email.
The tone is right!
Write your emails in the same tone as the rest of your communications, whether on your website, on your social media, or even on the phone for your customer service.
Mobile first
Most Internet users who will be exposed to your campaign overseas chinese in usa data will do so via their smartphone. The design of your email should be adapted for reading on a mobile device. A responsive design will ensure optimal reading on mobile phones, computers and tablets, as well as on all web browsers.
5 key elements for optimal acquisition email design
With these basic rules in place, we'll break down the 7-point strategy to make sure you're not missing anything and presenting your email acquisition in the best possible way to boost your KPIs.
1. Your logo and colors
It's tempting to get carried away when creating a recruitment email to encourage people to click through. But don't forget who you are. This email should also serve to cement your brand in the reader's mind. Beyond the immediacy inherent in your campaign, it should also help your brand to become established over time. So make sure you don't stray too far from your graphic identity.
Your logo is memorable, so stick to it! Your brand identity should be front and center when Internet users open an email. Make sure to use a format that adapts to all devices. There's nothing worse than a logo that takes up the entire screen. But make sure it's clearly visible and identifiable.
The same goes for colours. They reflect your brand identity. Choose one or two that complement each other, but don't stray too far from them. This is certainly not the time to give carte blanche to little Leo, fresh out of kindergarten art class...
2. The images
Images help you create the desire to know more about you, help your readers project themselves into your brand's universe and illustrate your offer. The choice of images is therefore essential if you want to boost your audience's engagement.
So opt for visuals that highlight your offering and its diversity. Lifestyle visuals such as “a woman walking in the distance on the beach” to sell earrings or “a child making a cake while laughing” to illustrate a real estate plan… will not encourage projection or conversions.