26 helpful email marketing tips from the most successful companies from around the world

Original author: Alexandra Solymar
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There are countless subtleties that can play a crucial role in email newsletters . The location of the elements, the content of the letter, the size of the buttons and invisible psychological techniques are only part of what should be taken into account in the design of an electronic message that will cause the desired effect.

Conversions just don't happen; also emails alone do not bring results. These 26 tips build on the email marketing expertise of some of the most successful companies from around the world.

1. Let the image express what you want to say


Focus more on pictures than on text. An original image can convey your message better than words.



Twitter illustrations perfectly explain what is written: start communication, explore what you are interested in, stay up to date with all the news.

2. Try to gain small victories


When confirming the order on the Papa John's pizzeria website, customers are offered to create an account. The idea is that once a client has already used the company's online services, he / she can benefit by creating his own account.

Although this is not a sold product, it is a rather important small victory .

Use any potential opportunity.



By creating an account on Papa John's website, you will be able to place your orders faster, and also get a chance to win a free pizza.

3. Write short and clear


Canva could send out lengthy letters that describe usage scenarios and the benefits of the new templates. However, instead, the company decided to send short and clear messages. Pay attention to simple and at the same time substantial illustrations.



Post New Canva Templates

4. Use system branding


The branding master is Evernote. The main elements of her brand are the company's characteristic green color and logo in the form of an elephant, which can be found both on its website and in advertising materials.

In emails, try to use design objects that your customers are already familiar with.



5. Choose a good mascot


Already on the main page of Trello's website, you will meet her talisman named Taco. He is very friendly and is an integral part of the Trello brand, forcing users to show interest in the company.

It may be worth investing in creating a company symbol, which could also become the main element of your brand.



Trello's mascot named Taco helps the user easily hide the list of completed tasks.

6. Use unusual and original illustrations.


Visual tools should tell a story that matches the content of the letter.

Dropbox is very good at complementing their letters with elegant illustrations (take a look at one of the examples below). Stock images are easy to find, but you can make a stronger and more lasting impression if you (or your designer) create an illustration specifically for emails.



Illustration created by Dropbox designers demonstrates the expansion of online storage capabilities

7. Use GIF images


Animated emails stand out from the rest.

Your subscribers will probably pay more attention to animation than to static images, so make sure that your message, like the rest of the message, is saved in GIF format. Despite this, some email clients do not automatically display images, so try to take this into account.



Asana uses GIFs in its newsletter

8. For clarity, use infographics.


Colorful infographic attracts more, because with its help information is acquired easier and faster than when using a large amount of text.

The inbox is really a great place to read infographics. When creating it, you just need to remember how it will look on your mobile device. Sharp and clear images and text will be easier to read from small devices.



Using infographics in the Wrike system

9. Let your customers feel special


There are several ways to express gratitude in addition to providing discounts and promotions. You can always make your users feel special by giving them access to preview text or video content. If you inform customers through a blog, you can share articles a few days before their official release with a selected group of users.



The Dutch company Vistaprint thanks its users for inspiring its employees and uploads its new commercial before its official release

10. The title of the topic in the letter should cause emotions


The title of the topic “ End of work from 09.00 to 17.00, or why we all will soon work according to a flexible schedule, ” is suitable for mailing as well as possible, because it is of interest to both those who agree with this statement and those who does not agree with him.

Some may share the same opinion, while others may think: “Wow! My work schedule may change completely ... for the better? ”(In addition, an excellent move is a reference to Bob Dylan and pop culture in general in the title of the article).

Your subscribers are bombarded with dozens of emails every day. Make your letters with attractive, fun and vibrant topics stand out from the rest.



In addition to the emotion-bearing theme title, The Muse uses the title of one of Bob Dylan's most famous songs, “The Times They Are a-Changin '”, to attract a younger audience.

11. Focus on a specific call to action


This call to action from the General Assembly perfectly demonstrates the urgency of its wording and the use of bright red. The appearance of the button is the most important component of your call to action: the user must understand that you need to click on it.



Bright red button in a letter from General Assembly with the inscription "Last Chance: Take Part Now"

12. Use hyperlinks to highlight an item


In this e-mail, hyperlinks of a different color than the main text are used to attract readers to important words and phrases.

Each item is accompanied by a hyperlink. In addition, other important phrases are highlighted as links, for example, “from a mobile device” or “send a quick link”.

This technique of working with text is used infrequently, although it could be more beneficial for companies.



13. Take personalization to the next level.


Shutterfly inserts user-uploaded photos into their emails. Customers remain deeply moved when they are offered products with photographs of people they love, reminiscent of past memories ... with a 40% discount.



Shutterly offers to purchase a photo book, greeting cards, mugs and other products with images uploaded by users with a 40% discount

14. Add an element indicating the urgency of the proposal.


In this exclusive offer, Marketo encourages users to renew their subscription. The company indicates its urgency in the letter by attaching a ribbon with the inscription "Offer time is limited" to the headline, announcing an invitation to tomorrow's webinar and adding the "Accept Offer" button twice to the letter.

Likewise, phrases like “The number of places is limited” or “Only X weeks left - have time to save.” Note that at the very beginning of the letter, Marketo also posted a positive customer review.



15. Bring real benefits to the recipient


I am always happy to receive a letter with offers of new collections from Pinterest, as they are made specifically for me.

Use your data wisely. Make users like your letters and send them something valuable, not just messages with recommendations on how to use your product and discounts that apply only to it. Let the letter be more about your customers than about you: offer a useful webinar, a link to download an e-book, or simply really valuable, non-advertising materials.



Pinterest recommendation letter

16. Be reliable and predictable.


Every Sunday, The Muse sends out a digest with the theme “Your Sunday Inspiration.” Now every week I look forward to when this letter arrives, and I will be able to view its contents.



The Muse Weekly Newsletter with links to interesting materials from Lifehacker, LinkedIn, 99U and other sources

17. Do not avoid markers


This Kickstarter letter is pleasing to the eye. Its contents are designed as a list of markers and are fairly easy to read. At the end of the letter, a call to action is clearly indicated, and it sums up the peculiar outcome of what you need to do.



Kickstarter points out the reasons why you should post the latest project news

18. Use your knowledge of colors


Studies have shown that one color or another affects our mood. For example, primary colors, especially red, cause appetite. GrubHub takes advantage of human weaknesses and even subconsciously asks you to order food. Remember the goals of your company when designing emails.



19. Real people must send letters


Over the past year, I received several letters from at least eight different members of the HubSpot team. Thanks to this, it seems less to me that I am considered the next potential buyer from the marketing department database. When I receive letters from real people, I am more likely to open them and read what they wrote to me. Moreover, I know that my reply letter will end up in their inbox.

And in the body of the letter you can even see their photos!



HubSpot Marketer Email

20. Mention data and statistics


Although this letter from Zapier is quite long, its appearance makes it easier to read. What are the benefits of this letter?

  • In the second paragraph (on the saved time), the merits of the user are recognized.
  • Excellent visual separation of content.
  • Many buttons: one at the end of each paragraph.
  • In general, the letter is submitted in the form of a list of interesting facts. People like interesting facts.
  • The sender is the CEO of the company ...
  • ... and his photo is located at the bottom of the message (real person!)



21. Use the logos of your customers, thereby demonstrating their social significance


The use of the logos of their customers (with their permission) in emails increases the level of trust in you. When trading products for business, as in the Dropbox for Business service example, you will inspire confidence if your customers are such large and recognizable organizations.



22. Transfer responsibility to others


InVision is able to convince with its invitation letters because it transfers responsibility to the recipient of the letter.

One of the current InVision users launches a mechanism for transmitting this letter to one of his contacts, and, ultimately, someone else is responsible for performing this or that action. The recipient in most cases agrees to the invitation and performs the necessary action, since he is familiar with the sender and even sees his photo in the letter. Such an arrangement of responsibility and a link to a contact works for any type of letter of invitation.



23. The newsletter must have an appropriate design


You can notice the Uber symbols, the road and the car, in this simple and catchy heading against a dark background. Such a title suggests that no special efforts are needed to beautifully and gracefully design the name of the letter.



24. Adapt the look of the letter to mobile devices


Depending on the product and the target audience, from 15 to 70% of users open their letters on mobile devices. In this regard, it is important to adapt the reading of emails for such devices.

Naturally, some types of content look better from a mobile device. Long letters from No Sidebar are ideal for reading from a smartphone: the font remains relatively large and is easy to read from any device.



25. Act in a timely manner


The title of the subject of this letter reads: “It's cold outside. (A great reason to stay home and make a purchase). ” At the time DSW sent out this letter, the temperature really dropped sharply.

Your recipients are likely to open and read the letter if it is sent at the right time and is directly related to them. If you reflect in the topics of your letters events that are not [exclusively] related to national and international holidays, then the number of message views and conversion will be maximum.



26. Engage social networking services


Today, the importance of social networks cannot be underestimated. It is in your best interest to encourage readers to share your content. Crate & Barrel provides subscribers with many ways to share their newsletter.



Crate & Barrel content can be shared on Pinterest, Instagram, Facebook, Twitter, Houzz and Google+

That's it for today, thanks for watching ! You may find it interesting to read about how to typeset letters and get acquainted with statistics that will help increase the efficiency of mailings.

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