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How to Design a Proper Marketing Email Template with Tencent Cloud’s Simple Email Service
In an era flooded with information, great efforts should be made to help users effectively access the marketing email content and make fast, informed purchase decisions, thereby achieving a win-win result for both enterprises and users. The content is of great importance to a marketing email, as it directly affects the deliverability, click rate, and conversion rate. The following are some of our tips for writing a marketing email that can be taken as needed:
1. Create an eye-catching subject line
Studies have shown that more than three billion non-spam emails are sent on average per hour, and of the over six billion email accounts in the world, 80% of them only read the subject line, and the rest 20% read the body. That's why the subject line matters.
A right tone
A subject line should be created in friendly language. Do not make the recipients feel that they are forced or persuaded to buy something, in which case they may ignore the email or even report it as spam.
The right position of the keyword
Recipients tend to focus on the first three and last three words in a subject. Therefore, include the primary keyword in the first three words and the secondary keyword in the last three words in the subject line. This works well for customer acquisition with a long, seemingly endless list.
Subject length
The email subject line is your first impression on the recipients. It is the reason why the recipients will or will not open the email and even determines the effectiveness of the entire marketing campaign. A proper subject should be neither too long nor too short. You'd better limit it to ten words and put the most important words at the beginning, as only the first several words will be shown under some email settings.
Hot news or internet buzzwords
Create a witty subject that includes hot news or internet buzzwords in a tailored and pleasing manner. This will create an entertaining experience as long as you do not carry it too far.
2. Create valuable email content
A catchy subject line increases the open rate, but it's the quality of an email that determines whether the recipients are willing to know about or even buy the product. A properly written body can communicate product information to the recipients within the shortest time possible without being regarded as a nasty message.
Readability
Email marketing is also content marketing, where you need to fully consider the reading habits of your recipients. Give your text room to breathe. It is a common practice to limit each line to ten words and each paragraph to two to three sentences. Also, adjust the font, button, image size, and layout in the email body to make it readable even on mobile terminals. Do not attach large attachments to emails, as they may just end up in the junk folder.
Template format
Ensure a good reading experience on all terminals. Organize your email content to leave a good impression on the recipients and have your information well delivered. Simple Email Service | Tencent Cloud allows you to preview and adjust the format when creating a template.
Add images
Insert hyperlinks into images or text. This is a light-loaded way to boost user interaction. You can also add fascinating GIFs to make your content attractive. Videos are heavy-loaded and can be inserted as links. However, do not present a complete link in text such as "http://xxxx.com", which might be considered by email applications as a fake link commonly found in spoofed or junk emails. Use "xxxx.com" instead.
Text and images
Use HTML emails instead of embedding text inside an image, as it often happens that an image cannot be displayed due to ISP filtering or a network issue. The use of special symbols or GIFs can make your content more compelling. Keep images proportionate. They should not take up a larger space than text, as this will cause the filter to tag your email as spam. Simple Email Service | Tencent Cloud offers two types of templates, HTML rich text and plain text. The former supports more styles for your content, while the latter supports text only.
Proportional layout of images and text
In some cases, you can make yourself clear via text, while in other cases, you may need images to be more powerful and influential, which can drive the purchase. The following are some of the email marketing templates of Simple Email Service | Tencent Cloud:
Personalized content
Recipients are more likely to respond to emails that are more in line with their regional characteristics, historical behaviors, cultural customs, and aesthetic tastes. This helps you quickly understand your recipients. When you are allowed to email individuals, add a personal touch to the subject to attract them and increase the open rate.
Email footer
Add the location of your shop, contact information, and delivery and return policies to the footer. Also, add an unsubscribe button to allow recipients to get rid of lengthy and irrelevant email content. This may lead to a slightly higher churn rate, but more importantly, it can bring a higher percentage of real users, which means more active users and a higher conversion rate. What's more, there will be a lower risk of complaints when people are allowed to unsubscribe.
Special subject/holiday content
Adapt your product and service promotions to a diversity of cultural customs, festivals, and aesthetic tastes to drive purchase decisions. In addition, this is a signal to recipients that helps increase their email check frequency and obtain more discount information. Simple Email Service | Tencent Cloud enables you to reach customers from over 200 countries and regions. It provides an economical way to grow your business and enhance your market influence.
Indication of color
Studies have shown that colors can affect how people feel and act. For example, red makes people hungry, blue makes people clam, and yellow makes people warm and happy. When designing an email, apply the right colors from the perspectives of your company and the industry to achieve more by doing less.
Call-to-action
Add a call-to-action (CTA) button to encourage users to take a desired action such as buying, subscribing, and following. It also helps navigate the traffic to the landing page. This avoids user churn when the users search for the page by themselves. Make your CTA button conspicuous and make it clear what follows after it is clicked. Sometimes, you can reshape your CTA button to stimulate more clicks.
Brand and service building
A marketing email serves the ultimate goal of brand building and conversion. Craft an email with branding elements such as logos, names, banners, and other forms of cultural output. This gets the recipients to understand and, hopefully, recall your brand when a need arises.