Question

Topic: E-Marketing

Email Marketing Design Review

Posted bymicheleaon3/12/2010 at 4:08 AM ET 250 Points
We develop Quality and Risk Management software solutions for the Aviation, Healthcare, Life Sciences and ISO Standards markets, and we’re currently working to improve the effectiveness of our B2B email marketing campaigns to both existing and prospective customers.

To this end, we’re looking for feedback on the two email template designs below:

https://www.gaelquality.com/email_campaigns/footer-design.jpg

https://www.gaelquality.com/email_campaigns/header-design.jpg

Our objectives in redesigning the templates are:

1. In the short term, we want to increase open rates and reduce the number of emails that are deleted without being read
2.从长远来看,我们希望增加clickthroughs to the landing zone associated with each email

Issues we’ve had with previous templates include: lack of focus on email titles; broken image links in emails; uninteresting layout; and main content below-the-fold.

Further to deciding on template design, we’ll have a variety of main content layouts – one column, two column, formal, promotional et al – but at this stage we’d welcome any and all feedback on design. Thanks very much in advance.
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RESPONSES

  • Posted byInbox_Interactiveon3/12/2010 at 7:44 AM Accepted
    In general, I like what you've done here. It looks professional without being overdesigned, and it's clean.

    I like certain aspects of both. For example, in the header design, I like the way the purple footer sort of balances out the design. I also like that you have contact information above the fold. However, I would not waste the space with the fax number or email address, and I'd use a real call to action instead. For example, if you want them to call for a demo, ask them to do that.

    On the footer design, I like that you have the campaign title very close to the top. I presume this will be text and not a graphic.

    You have to assume a couple of things when designing your emails. First, assume that images are off. Second, assume that the only thing being seen is the top-left quarter of your email (as if it's in preview mode).

    Do you still get the point of the email if you look at it this way? Do you have a reason to enable images (and trigger the open)? Do you have a reason to read it?

    Also, I would use a lot more white space, subheads, bullets, and short, narrow paragraphs. I know this is just a mock-up and perhaps you intended to do that, anyway.

    You might also expand your pre-header to talk about more than just the Web version option. You might say why they are receiving this and touch briefly on the subject matter. You could format this aligned to the left and the width of half the page so that it would show up fully in the preview mode.

    Overall, though, I think you have a great foundation from which to work.
  • Posted byJay Hamilton-Rothon3/12/2010 at 8:43 AM Accepted
    I prefer the Q-Pulse logo in your footer, since the email's sender will presumably be from Q-Pulse as well. No need to repeat your company name so quickly. How does the email look if people are using a small screen (or smaller email program window)? Also make sure that the email reads well if HTML is turned off in the user's email program.
  • Posted bythecynicalmarketeron3/12/2010 at 9:42 AM Member
    Wow, there is almost no difference between the two.

    You have clearly stated your objectives, which are the same for almost every email program, to get people to read your email and then click-through to your web site and take further action (e.g. register for a webinar, download a white paper, buy your solution, etc).

    People open emails because they satisfy the readers selfish interest to enrich themselves in some manner. If your subject line matches one of their needs, and is believable, they will open your email regardless of the design. Most email senders put far too little effort into creating and testing subject lines.

    Once inside, you need to keep the promise of the subject line. Huge blocks of copy are generally not very inviting. Try mixing in some bullets and an image or illustration that supports your promise. Again, the key to success is delivering value to your prospect - and not in terms of what you can do, but in terms of what they need done and the unique way in which you do it.

    It is always a good idea to include a call-to-action presented with a noticeable button and additional real benefits to your prospects.

    The bottom line is about the value you deliver to your readers and less about what shade of purple you use or where you position your logo.

    Best of Luck, JohnnyB.
    The TCM Blog,https://bit.ly/75KkSG
    https://twitter.com/tcmblog
  • Posted byMarcoon3/12/2010 at 1:06 PM Member
    Hello, I don't see a clear call to action? Make sure one is above the fold and fee free to have up to three. Also, I would make sure the banner is HTML text. I personally like the "footer" design more and would use it asthe above the fold part of your email is the most valuable. However, if you're emailing people that are not familiar with your company, I would test the "header" version agains the other
  • Posted on3/14/2010 at 7:20 PM Member
    I agree with Marco - you don't have a CTA. I like the second version better with your contact info up top. Don't forget the next step in the campaign - which is to make sure the landing page is effective. I just wrote about this on my blog yesterday-https://breakingthemarketingrules.com/2010/03/14/three-most-important-words...

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