Email marketing is one of the top digital marketing practices that brands use to interact and engage with their target audience.
The best thing about email marketing is that it allows your brand to meet your potential customers directly in their inbox; improving the chances of a higher ROI.
In fact, surveys have shown that email marketing can earn you $44 for every $1 spent. Now, that’s an incredible ROI figure.
However, all this would only work in your favor if you have a well-designed email marketing campaign.
Graphic design plays a significant role in ensuring a successful email campaign for a brand. And, while, there are several email marketing templates that you can use for your business, ultimately you’d need professional help in ensuring that all the right elements are used; and, in the right fashion.
In this blog, we’ll discuss some of the key factors and tips that you can refer to in order to increase your email marketing ROI through graphic design.
So, let’s get started!
Use supportive images
Visual communication is arguably the core of successful graphic design, especially, for branding and marketing purposes.
Using relevant images in your emails can help communicate the message easily and will ensure that the customers are engaged.
Now, of course, there are numerous options in the form of stock photos that you may use in your emails. But, that would not allow your business emails to be unique and may look similar to any of your competitors’ emails.
Therefore, it is always recommended to use custom images for your emails that resonate with the core message of your email marketing campaign.
Talking of visual communication, including a short video or motion clip in your email is another very effective way to attract your target audience.
Adding videos in your emails can help with;
Videos are a great way to share important and relevant information with your customers; quickly. If your email provider doesn’t support in-mail video playing option, you can always use a hyperlinked screenshot of your video’s home screen with a play button that would redirect them to the video page.
This, actually, goes without saying! You simply cannot miss out on placing your brand logo in your email campaign.
A logo is the identity of your brand that informs the customers who is sending them the emails and what it represents.
The placement of your brand logo in the email should be such that it is clearly visible and can be noticed easily by the recipients.
Including your logo in your emails can help you establish trust with readers, and it helps your messages appear more credible. So, even if the customers don’t immediately convert, they will at least get to know your brand’s identity and remember in the future; they may even recommend your company to friends and family members.
Colors are one of the principal elements in graphic design and, therefore, hold a lot of importance when it comes to creating professional designs for any type of marketing campaign.
Now, since, the email campaign that you run is aimed towards communicating your brand’s message to your target audience, it is important that the color scheme chosen defines your brand.
So, for example, if your primary brand colors (something that you have used in your logo design, website design, stationery, etc.) are red and blue, you must use the same shades for your email campaign design as well.
Another, very important aspect of being aware of picking the right colors for your marketing campaign is that every color shade carries a significant set of emotions. Color psychology plays a very important role in evoking decision-making in the customers.
Just like the colors, fonts are one of the key elements in graphic design and play an important role in defining the success of the design.
The industry recommendation suggests no more than 3 font styles to be used for any marketing design. One goes for the heading, another for the sub-head, and the third (if required) for the body copy.
A lot of brands, usually, stick with 2 font types only; one for the heading and the second for the sub-heads and body copy. You can use the third font style for important action buttons; such as CTA, social media icons, etc.
Keeping your font options to a minimum helps in establishing symmetry in visual hierarchy and avoids any confusion in reading the message.
A very important part of creating effective graphic design for any kind of marketing camping is to make your design responsive.
It is a well-established fact that mobile traffic accounts for more than half of the total web traffic generated; globally. This goes to show why it is important that you should design your email marketing campaign keeping mobile users in mind.
When you run an email marketing campaign, it is highly likely that the majority of your user base is accessing your email from their mobile phones.
Moreover, you should also make sure that your emails are OS optimized such that the design stays relevant irrespective of the platform they are being used on; iOS or Android.
Finally, it is highly advised to always go through the overall design thoroughly before hitting that ‘send’ button.
Often overlooked, email testing is a highly critical step in the campaign design process that could make or break the entire marketing campaign.
Go through all the major and minor details involved in your email marketing design; such as the name, subject line, personalization tags, snippet text, spam compliance, social sharing buttons, links to landing pages, etc.
You really don’t want to let all your efforts go down the drain simply because you ignored a silly spelling mistake or missed a color hue.
Email marketing is a highly influential way to expand the customer base and graphic design plays a key role in ensuring a higher ROI rate. If you are looking to improve the email marketing ROI for your business, we can help.
Simply get in touch with us at firstname.lastname@example.org