Wednesday, 6 October 2010, 10:18 PM
The Right E-mail Design Is Important!
There are some really interesting statistics at Marketing Sherpa. (Every year you can buy a big book full of statistics and figures in different diagrams for email marketing.) It’s really interesting! The most fascinating part is this: modifying or remaking the template/design of the newsletter is the most commonly used method to increase the likelihood of it actually reaching its recipients.
During 2007 it was 59 % who agreed with this statement; during 2008 it was 75 % who agreed with it.
To sum it up, design is crucial – not only because of how the recipient perceives the letter or the company – but also because the design decides whether or not the letter even reaches the recipient. But the problem is, you have to make the newsletter work and look good in about 20-25 different email clients. That’s a challenge. So, this means you have to understand how email clients work to accomplish this consistency. It is also necessary to understand that you cannot use a modern web code.
It could be that some people don’t put enough into the design of the email. But, communication through email is so effective and so profitable that we honestly would be crazy not to put more time and effort into it. We also need to really wrap our minds around the technology behind it and know exactly how the recipient sees the letter.
