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7 Principles of Successful Email Marketing

When it comes to email marketing, there are a few things that make a big difference. Email marketing can be an indispensable investment.

However, that’s only when emails are well-designed, and campaigns are well thought out.

Let’s see exactly what will help you make the most of the next email campaign you’ll be working on.

1. Readability and Scalability

It’s no secret that attention spans are short, especially when it comes to the digital world. That’s why the best emails are easy to digest and easy to read. Visual design factors can help or hinder the reading experience and influence the success of a campaign.

Contrast between text and the background, the size of the fonts and even the messiness of the overall design are important considerations.

7 Principles of Successful Email MarketingBelow is an example from Sonos. Although the visual design isn’t too bad, readability is a different story. There’s a lack of differentiation between the smaller headings and the body copy. It’s hard to distinguish one from the other so the text appears similar and becomes overwhelming. This situation discourages reading and makes scanning this email more difficult than it needs to be.

7 Principles of Successful Email MarketingOn the other hand, is one of Apple’s emails. It has a good flow, larger text and easily distinguishable copy between links, headings and the body. This email uses large images to divide sections. The copy is concise. Yes, this is a long email, but because it’s been designed for readability, the length doesn’t pose a problem. The overall design makes it comfortable to scan and to read.

2. Stick to the Promise

Are emails fulfilling their purpose and promise? There are multiple ways this can be done wrong. If I sign up for a newsletter or a free download and get a bunch of uncalled for promotions, a promise is broken. There is nothing wrong with upselling or promoting, but overdoing is distasteful and can hurt conversion rates.

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7 Principles of Successful Email MarketingBelow is a follow-up email from Return Path. As the context suggests, it’s sent to a subscriber who hasn’t been opening emails for a while. Either the subscriber wants to keep getting emails or not, as indicated by giant buttons. There is a small pitch at the bottom, but it doesn’t take away from the purpose of the email.

7 Principles of Successful Email MarketingNext, we have an abandoned cart follow up email from ASICS. This email is all over the place; it’s messy and unfocused. There is small, website-like navigation at the top, a picture of a random woman next to a singled out cart item, and then remaining cart items with awkward context, two separate CTAs to either shop more or check out and additional suggested items. There are too many distractions. The action for the user is not obvious here.

3. Use Subjects and Previews Wisely

Make sure you customize email subject and preview lines! This is important. I made a mistake when I first set up my newsletter where the email subject was the name of my website, not the title of the blog post (1).

7 Principles of Successful Email MarketingThen I tried to put the description of the blog post as the preview text. That didn’t work too well for me either (2). Next, I figured out how to get the email’s subject to be the title of the blog post but still messed up the preview line (3). As you can see, none of these examples are great.

7 Principles of Successful Email MarketingIt’s best when the subject and preview text are different because those little bits of information give a lot of insight. They help get a subscriber interested enough to open an email. If it’s messed up like my failed examples, your open email rates will suffer.

4. Personalization and Sequencing

Personalize the email experience. It’s things like using a person’s name here and there. But, take it a step further. If you think of it from a UX point of view, it makes more sense to create email sequences/drips within campaigns. That’s because these acknowledge what subscribers already know.

Use sequencing and drip emails to send targeted and specialized emails that speak more accurately to the subscriber. Knowing if someone has bought your stuff before or downloaded freebies (and what they were) deserves an entirely different email than someone who has just subscribed versus someone who has been a subscriber for a long time but hasn’t taken any action.

7 Principles of Successful Email MarketingCreate a flow chart of all the emails and their corresponding sequences. This will make campaigns more effective. The beauty of email marketing is that automation makes it easy to reuse sequences or drips. It’s an investment in time and effort, but it will pay off in significantly higher conversion rates and metrics.

5. Get in Touch

When it comes to emails, I’ve noticed how rare it is for me to easily reply to the sender. It’s something individuals and companies of all sizes lack. The worst thing I see is emails that start with “[email protected]….” I’m baffled by this. It’s rude. It’s a missed opportunity from a business standpoint.

I love Mel Robbins to death, and I can empathize with the fact she has a tiny team while her most recent campaign, The Mindset Reset, received hundreds of thousands of subscribers. But having the first link in the email’s footer to go to the FAQ is a bit impersonal.

7 Principles of Successful Email MarketingFor as long as I remember, Paul Jarvis has replied to newsletter emails. Depending on the email, he outright asked subscribers to reply directly. He’s a king when it comes to successful email marketing campaigns; it’s at the core of his business.

7 Principles of Successful Email MarketingWhen I ran an email marketing campaign for Mobile Design Book, we asked our subscribers to reply with feedback or to specific questions. And they did, very often too – that’s what the above screenshot shows. This helped us drive higher engagement throughout the campaign and, in the end, increased sales.

6. Mobile Optimization

It’s crucial to have a flexible email template that works on desktop apps as well as mobile ones. Default templates from most email marketing services, such as MailChimp or ConvertKit, are mobile-friendly. However, if you’re designing a custom one, make sure it’s responsive. Test the design to make sure it works in apps from Gmail to Outlook. Test the design on different devices as well.

Save some time by using analytics tools to see precise device and platform break downs for subscribers. This way, you don’t have to test every possible option.

Custom Designs Made Easier

If you tend to design custom emails often, use a tool like Postcards. It’s a simple drag and drop builder that’s highly customizable for branding and functionality. Postcards design components are optimized for desktop and mobile emails automatically.

7 Principles of Successful Email MarketingI recommend checking out a couple of tutorials here on Designmodo. One is for coding a custom and responsive email template with HTML and CSS. The other is on creating a custom responsive email template using Postcards.

7. Testing, Testing, Testing

The last piece of advice I have is to test your emails. No matter what. Everybody and their mother, myself included, have a handful of email marketing strategies that work. These tips and tricks are great best practice principles. What will get the best results for your emails and campaigns can only be determined through testing different strategies.

7 Principles of Successful Email MarketingTesting ideas are easy and accessible through just about all major email marketing services including Postcards, MailChimp or ConvertKit.

Conclusion

Email marketing is growing in popularity. After all, it’s an effective marketing tool. The seven principles outlined in this post will help you make sure you start on the right foot when it comes to designing an email or email marketing campaign.

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Via Design Modo

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32 Poster Design Tips

32 Poster Design Tips

Leading illustrators and designers give you useful advice on how to create beautiful posters for sale or clients – from composition to creative process and colour palette.

Poster Design Tips

1. Inspiration is everywhere. I love Matisse and Calder. Classic poster designs like those by Saul Bass and the Swiss school are inevitable inspirations.

One of my favourites from the region is Igor Hofbauer, with his wonderful, twisted, comic-like concert posters.

Monika Lang (Serbia)

Poster Design Tips

2. Sketching with a pencil is the most spontaneous and quickest way for me to capture an idea. Also, when you browse through your old sketchbook after a while, you can always find something forgotten, begging to be developed further and implemented.

Monika Lang (Serbia)

Poster Design Tips

3. A necessary first step is to undertake serious research, consideration of ideas and concept drawings. Also, the choice of a suitable colour palette for the topic is an essential part of the work.

Sometimes I use digital collage, and in that case I need to collate various elements, which will find their place in the poster.

Monika Lang (Serbia)

Poster Design Tips

4. I try to keep the message very simple. Sometimes I ask people without an design background about their opinion to double check.

Poster Design Tips

5. For clients work I start with an sketch or an mockup and try to keep things clear, but in my personal artworks I mostly start with an rough idea and sometimes I draw shapes and patterns to build an library to play with.If I feel I have enough material to work with, I start to do a couples of quick explorations to see which composition works best. By choosing my favuorite exploration I work step by step more into the detail. At the end I work on colours, contrast and cleaning up the file until it feels right.

Daniel Treindl (AT)

Poster Design Tips

6. Even if the elements are not perfectly drawn, a good layout and composition can be very powerful and make the poster very interesting.

Daniel Treindl (AT)

Poster Design Tips

7. Make the things you want to see and put them up around places yourself. Collaborate with your friends – and your favourite bars and clubs.

Lucy Sherston (UK)

Poster Design Tips

8. Posters are such an accessible art form and have a direct purpose.

People come into contact with posters in their visual landscape everyday, and I think they can influence the viewer without them realising it as they blend into their everyday life.

Lucy Sherston (UK)

Poster Design Tips

9. I generally start with the information or the text that I’ve got to include, and then begin to play around with how I can lay this out to fit in all the information. Then I’ll begin making a list of relevant visual ideas that would sit well alongside the text. I do loads of thumbnails and rough sketches in my sketchbook to establish a rough composition.

Lucy Sherston (UK)

Poster Design Tips

10. I always use hand drawn text – so I’ll look through reference material to establish what sort of lettering will be appropriate. Then I’ll scan that in and begin working with it in Photoshop. I have a folder of hand drawn and paper textures so I’ll begin to combine these elements. The rest happens quite organically, seeing what has worked and adjusting things on Photoshop accordingly.

Lucy Sherston (UK)

Poster Design Tips

11. I’m inspired by how forms fit together and how to create a balance between the minimal and the detailed – between composition and information. I’m really inspired by artists who have their fingers in many pies, and keep pushing the boundaries of their own work.

In terms of posters, I love Sister Mary Corita‘s hopeful and bold designs, and how they so beautifully marry shape and text and are so full of positivity.

Lucy Sherston (UK)

Poster Design Tips

12. I get to look at lots of beautiful magazines. I found the last issue of The Gourmand really inspiring in terms of graphic design (and obviously all the beautiful and interesting content).

Lucy Sherston (UK)

Poster Design Tips

13. I normally have two sketchbooks on the go: one to unload my brain into and one to refine any of those ‘brain unload’ ideas if they’re any good. I’m also a big Pinterest fan and constantly find inspiration on there.

Lucy Sherston (UK)

Poster Design Tips

14. Posters are probably my favourite format because of their sheer size and their final use. They need to be seen on the street and they need to make a big impact. The main challenges of poster design relate to how the poster will interact with its display environment. You have to keep reminding yourself of that and try to visualise your design out of your cosy studio and on, say, a busy street.

Veroncia Fuerte (ES)

Poster Design Tips

15. Another challenge is the way you design all the content. When a poster has visual elements and text, they can often have different functions that need to work alongside each other.

Veroncia Fuerte (ES)

Poster Design Tips

16. Start by sketching out your ideas. The concept needs to get it noticed. So work that out in rough first of all so you can explore and develop your ideas as much as possible.

Getting the sense of scale and balance right on a poster is also very important. If everything has the same weight it all blends together so nothing actually stands out and the poster won’t have any impact. The balance between graphics and text is important here.

Veroncia Fuerte (ES)

Poster Design Tips

17. Printing your design at full scale is also very helpful. You can hang it up and see how it works from further away. It’s easy to misjudge how something will look in the real world when it has been designed on a screen on a very small scale.

Veroncia Fuerte (ES)

Poster Design Tips

18. Explore a lot of different options before choosing the best one. Try, try again and keep trying until you find the one that works best. Surprisingly, small changes in the composition can result in big differences in the end so you just have to keep working at it.

Veroncia Fuerte (ES)

Poster Design Tips

19. The Film Commission Chile was created to promote Chile as a movie production destination. The FCCh visual identity is inspired by duct/gaffer tape. The tape is omnipresent in the world of movie production – tapes unite, join, mark, hold, point, remind and help people to work. Due to its flexibility, the lines and shape of the tape resemble the classic movie celluloid film.

The variations in the colour palette represent the diversity of landscapes we can find in the Chilean territory.

Veroncia Fuerte (ES)

Poster Design Tips

20. Decide what you want to be seen first. After that proportions and work on the composition. Colors are quite important too, depending the environment the poster will live. Dark place? Maybe try to use more contrast. Light place, street for example, you have more freedom. After this break all of it and experiment new things !

Marta Veludo (NL)

Poster Design Tips

21. I worked in a nice project for the Frenchfourch label for the Paris Graphic Design Festival, where I needed to create a poster that would be printed in silkscreen and travel around the world. I decided to make about love and fighting.

It was more technical challenging than anything else, but I had so much fun doing it.

Marta Veludo (NL)

Poster Design Tips

22. Design a lot of posters – and practice! Try, fail, try again. Find new ways of communicate and mostly focus in an environment where you would like to develop them.

Marta Veludo (NL)

Poster Design Tips

23. Posters are almost like hieroglyphs – both a graphic and semantic language. The poster almost always is a metaphor – and almost always this is two things that are compared to each other.

Ivan Velichko (RU)

Poster Design Tips

24. You’re working with meaning and for. Create the most exciting meaning as possible and the most strange and unpredictable form as possible. \

Ivan Velichko (RU)

Poster Design Tips

25. As Marshall McLuhan said, “the medium is the message”. Very often it happens that the shape is itself the content of that thing you do.

Ivan Velichko (RU)

Poster Design Tips

26. Whilst I’m working on the final piece, I’m always trying out ideas as I go – changing up colours and shifting things around and adding elements to see if it improves the design.

Ian Jepson (ZA)

Poster Design Tips

27. I always start with super rough thumbnails, that’s something that has stuck with me since college. If a layout works on a small scale, it’s going to work on a large scale. Once I’ve got a few ideas I’ll try them as rough sketches to see what works best and make a decision on a direction.

From there I’ll do a clean sketch over the rough, and then finally ink and colour the design. This is mostly done digitally, drawn on my Wacom Cintiq.

Ian Jepson (ZA)

Poster Design Tips

28. There has to be a hierarchy of information that designers must pay attention to: the title/band name, the venue, the date, the support acts etc – it all needs to be balanced and clearly readable without distracting from the overall design. Of course, tying that all together is making sure you have a strong concept executed in a visual striking way that captures the the vibe of whatever it is you’re trying to promote.

Ian Jepson (ZA)

Poster Design Tips

29. One of the most striking things that I really like about posters are the limitations. You can do whatever you want inside that space, and even if it sounds odd, the limitations are part of that freedom.

Very often those limitations are my own. I want to work with a restricted colour palette, or just one font. So I need to push the design to the forefront.

Horatio Lorente (AR)

Poster Design Tips

30. The priority is to define how the actual message is going to work – what are you going to say, which is the first important element that you’re going to read or see? Is the illustration or image the main component of the message, or the typography?

Horatio Lorente (AR)

Poster Design Tips

31. Working with a simple grid is very useful to arrange elements and give importance to the content. Remember: Less noise; more space; simple geometric shapes and typography. The most important thing is to make an impact and to achieve the main goal: to deliver the message.

Horatio Lorente (AR)

32 Poster Design Tips

32. Sometimes a single spot colour can make a difference and turn a dull and boring design into something interesting.

Horatio Lorente (AR)

32 Poster Design Tips

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Article Via: DigitalArts