Email Copywriting Techniques For Successful Campaigns

Email Copywriting Techniques For Successful Campaigns

On the off chance that you at any point thought about how to compose the ideal showcasing email, the accompanying email copywriting tips will positively enable you to out. A decent advertising email is structured in view of an objective (changes, interface clicks, deals, and so forth.). In any case, are there any unique copywriting strategies that make an email emerge and perform better? Most will reveal to you that, all together for a peruser to turn into a customer, you have to write in a manner that passes on your message in the most inventive manner. What’s more, in the present post, we investigate the most ideal approaches to accomplish this. When using email, your audience should remain engaged and eager to hear what you have to say. This is not easy but good copywriting techniques can do wonders. And, as we have spent almost 10 years sending emails and helping people to tell their stories – we have a lot to share.
We collected the best copywriting tips & tricks in one guide and here they are:

Create a captivating subject line

Your headline is the main thing your crowd will see.
It is the thing that drives your endorsers of read your substance.
It likewise acquaints your image’s picture with the peruser.
Kind of important, huh?
So, make it count.

For starters, here are the key features to consistently include in your subject line:

  • Clarity
  • Credibility
  • Relevance.
  • An important component of email copywriting is a good subject line that catches attention.

    And crafting the perfect subject line entails that:

  • It has a catchy, bite-sized headline
  • It is personalized to fit your recipient
  • Once that’s done, determine how you can personalize your headline.In this case, consider your audience very carefully:

  • Do they like to be addressed on a first name basis?
  • What interests do they have?
  • What will they get out of your e-mail?
  • Using your reader’s first name, surname, position, etc. in the subject line can make your audience feel valued.

    All things considered, your primary target with regards to email promoting ought to be to associate with your group of spectators, not really to make deals.

    Along these lines, to outline, great email copywriting is tied in with connecting with your perusers. To accomplish this, it is critical that the headline and the substance of the email conform to what your perusers are keen on.

    Tell a story

    Storytelling is the ultimate feature of great copywriting. Furthermore, the goal of good email copywriting is to inform, convince, educate, inspire or entertain your reader.

    This is what brings your content to life.

    Not only that, at the end of the day, to create real fans you have to create engaging content, that’s real, relevant, and relatable.

    And to make it easier for you, here are 7 email copywriting tips that will help you tell a better story:

    1. Consider using open-ended questions. Many motivational speakers use this technique as a tool to engage the audience.

  • What are the top priorities in your business at the moment?
  • What is your 5-year goal?

  • 2. Starting with a thought-provoking statement could help you with intriguing readers. After reading it, they will be provoked to read more.

  • I broke all the rules and made $1.000.000
  • I thought I was right until I lost everything

  • 3. Select your story based on the core message you want to deliver.

  • Here, giving a specific example can be vague. Based on the message you want to deliver (e.g. love your mother), you could share a story that helped you or someone else realize how significant the importance of the message really is (e.g. Story about how my mother saved my life).

  • 4. Use clear metaphors to make your writing more interesting.

  • She is brave like a lion
  • His stance reminded of a deep-rooted tree

  • 5. Consider using infographics to visualize a more complex story. Visuals cause a stronger reaction than words.

    6. Weave your story throughout your text to get the most return.

    7. Creating rich mental images with your words is a powerful copywriting skill. It usually leaves a lasting impression. Use all the methods above and add your creativity to create an image in your readers’ mind.
    The only way how to truly master these points is by actually writing your copy.
    Practice makes perfect, right?

    Speak to your reader

    When making your duplicate, remember that you are connecting with genuine individuals.

    A standout amongst the best email copywriting strategies is to address your peruser.

    Go for association with your perusers on an individual dimension. Doing as such is the pathway to shaping effective connections.

    Also, to do this, you have to get a decent comprehension of your group of spectators.

    Doing as such will make it simpler to frame a manageable relationship and it will be more financially savvy in the long haul.

    Accordingly, inquire about who are your perusers. Demonstrate to them your character and take part in a discussion with them.

    To accomplish this, attempt to be liberal with the word and keep your substance conversational or even easygoing.

    All things considered, an email written in a well disposed way will quite often summon a progressively positive reaction.

    Master tip: If conceivable, welcome them for a Skype call, supper or simply go to certain gatherings where they may hang out.

    At that point composing messages that address your perusers will be a bit of… well, no doubt, cake.

    Create compact content

    Your lucky opening for your email to have an effect is very little. With the normal individual’s capacity to focus differing somewhere in the range of 7 and 11 seconds, you don’t have space for a disorderly message.

    Copywriting for messages expects you to be imaginative with the words you use.

    A decent tip here is to downplay the quantity of words so you don’t confound your peruser.

    Attempt to go for well-thought content with a reasonable message. Sort out the most significant components and find them in the main sentence of your email.

    This will be useful to the individuals who are short on time when perusing your email.

    At long last, a great method to arrange your messages is to isolate your content into passages that don’t surpass 20-25 words long (that is, max 2 to 3 lines).

    Along these lines, you don’t just convey your story in an easy to peruse way yet additionally make guarantee portable perusers will appreciate it too.

    Use the right tone and style

    Great email copywriting means understanding the person or lady who is perusing your messages, which will enable you to shape a relatable manner of speaking inside your messages.

    Begin with a “Thank you” or “Welcome” email that is sent to express your gratitude.This will make the peruser feel esteemed.

    Additionally, realize which descriptive words are most usually used to depict your image. These can go about as a rule to decide the best tone to use in your duplicate.

    At last, attempt to utilize straightforward and straightforward language. Abstain from utilizing language, popular expressions, and abbreviations. They can divert and distance your perusers from the principle message.Use words that a normal individual would comprehend without taking out a lexicon.

    Grab attention with power words

    To spice things up you can also use words that inspire to action.

    Power words are words that have a great impact, lead to higher engagement and (hopefully) more sales.

    To find the right power word try to think of words that have a psychological impact.

    What’s important to know, is that they should tap into the readers’ emotions during the reading process.

    For example, there are words that make a promise, create a sense of urgency, newness, and exclusivity.

    In order to create a sense of urgency for an instant call to action, many marketers use words like now, expires or limited.

    The five most persuasive words in English are:

  • Free
  • Act now
  • Because
  • Instantly
  • New.

  • You can start by using these!

    Once you get more accustomed to this practice, adapt these powerful words to suit your goals and convey your message.

    Add data

    By including some well-explored certainties or measurements to your story, you add believability to your duplicate and that will enable you to legitimize your message.

    Thus, by furnishing your crowd with research-based certainties, you build up yourself as a dependable source.

    What’s more, trust means resolute fans, isn’t that so?

    Email copywriting is the specialty of arranging exploration to manufacture a convincing message.

    To see how your crowd feels, give going over audits a shot explicit subjects that identify with your item or administration.

    A few people will leave an all-encompassing audit, discussing every one of the issues they have experienced regarding the matter. At that point do your examination and perceive how you can address these issues.

    Use segmentation

    Email copywriting enables you to discuss straightforwardly with your perusers.

    Ensure you utilize this power admirably by customizing and portioning your group of spectators.

    On the off chance that you have actualized the email copywriting tips referenced above, you should as of now have a decent comprehension of your group of spectators.

    In any case, this does not really imply that every one of them have comparative character or interests.

    What’s more, this is the place division comes in.

    Division is the craft of deduction in gatherings. It is a foundation to higher change rates and open rates.

    So how might you fragment your endorsers?

    Begin by taking a gander at all the various kinds of individuals on your mailing list and the explanations behind which they bought in.

    On the off chance that you can make sense of the shared characteristics between the various gatherings of individuals in your rundown, you have discovered a definitive copywriting achievement factor.

    You can make different division criteria that fall under classifications. Ordinarily, there are four classes that depict the kinds of information and they are all the more regularly known as Pillars of Segmentation.

    These four pillars are:
  • Geographics. Location, language, climate, area, population, etc.
  • Demographics and Profile. Age, gender, education, income, social status, etc.
  • Psychographics. Lifestyle, interests, personality, values, etc.
  • Behavioral. Benefits sought, intent, purchase usage, and others.

  • After you create different segments, you can approach each group individually with the value proposition that’s more appealing to each segment. That is, you will be able to address each group separately, focusing on their pain points and offering solutions to their needs.

    Include framing

    Positive framing is also a great way to enhance your content’s quality. This technique focuses on how something is said, instead of the message itself.

    Think of the moment a subscriber receives your email.

    As soon as they click on it, they expect to gain some form of value from it.

    You can deliver this value in many different ways and its usually best to start by highlighting growth and improvement.

    In order to achieve this, use words like evolve, awesome, majestic, growth or improve, as they all evoke a positive response from your readers.

    On the contrary, you can also induce a negative reaction when the focus is set on losing something instead of gaining. Utilizing the Fear Of Missing Out (FOMO) can make your readers act upon their urges but comes with its own risks, as you will have to stay true to your word.

    For example, you may send your readers an email titled: “Don’t miss out! Offer ends at midnight“.

    When midnight comes you will have to end that offer, whether you’ve hit your targets or not. If you don’t, you risk losing your credibility.

    So, to create a negative frame, you can use words like: Ends tonight, don’t miss out on, last chance, limited offer, etc.

    The best part is, it’s simple and easy to execute.

    Repeat ideas

    The specialty of influence is essential on the off chance that you need to get the most extreme outcomes out of your substance. Thus, redundancy is an incredible email copywriting procedure that drives results. By rehashing your center message a few times all through an email, you can submit this data to memory. This training is known as the fanciful truth impact. You should simply make reference to your center message 1-2 times for each 60-80 words.
    This is likewise upheld by an investigation made in 2006 that found reality about rehashed articulations and the reality they lead to higher trust when contrasted with proclamations that are just heard once. This is on the grounds that perusers get a positive response when hearing data they know is valid, much like that of tedious data.

    Focus on benefits

    Customers are more inspired by the final product as opposed to your item. It’s about how your items make them feel. Tell your perusers what they will pick up. It’s as straightforward as that. This incorporates referencing various highlights that compliment the motivation behind what you are selling. For instance, in the event that you are selling another sort of superfood, you realize that purchasers will be more centered around the medical advantages instead of the flavor. Along these lines, twofold down on that and notice progressively about the nutrients, minerals and in general wellbeing upgrades. Continuously recall – email copywriting is centered around individuals and their needs. Along these lines, a standout amongst the most utilized copywriting recipes is centered around distinguishing an important issue (for example weakness), disturbing it and after that exhibiting your answer (for example superfood).

    A legitimate answer for your peruser’s concern is your opportunity to excel. Include some confirmation as contextual investigations or tributes and deals will be ensured.

    And that’s it!

    Implement and experiment! That’s the only way to succeed in writing a stellar email copy. And don’t forget that understanding what works best for your audience will take some trial and error but you will get there soon enough. To sum things up, here are the email copywriting techniques we discussed above:

  • Create a captivating subject line
  • Tell a story
  • Speak to your reader
  • Create compact content
  • Use the right tone and style
  • Grab attention with power words
  • Add data
  • Use segmentation
  • Include framing
  • Repeat ideas
  • Focus on benefits
  • Now all you need is practice.
  • But just in case, if you want to get more ideas, subscribe to the content of great writers and try to find similarities that you can implement in your own email copy. Then rinse and repeat until your copywriting skills are polished to perfection. We hope this helps And if you have any copywriting techniques you’d like to add to this list – mention them in the comments below!

    What Are Spam Words and How Do They Impact Deliverability?

    What Are Spam Words and How Do They Impact Deliverability?

    What Are Spam Words and How Do They Impact Deliverability?

    What is spam?

    After sending an email, you assume it zips through the digital world and lands in a customer’s inbox. Most of the time, that’s exactly what happens. But, research shows nearly one in four emails lands in the spam folder, according to a 2015 study from Return Path.
    Why do 25 percent of emails get trapped in a spam folder? You may have used certain spam words that trigger a filter to send your email to the dreaded spam folder.

    How does email end up in the spam folder?

    Spam is spontaneous email that are unessential and undesirable by the subscriber.
    When you consider spam, you most likely think about some obscure character that is sending an excess of messages with expectations of misleading supporters out of cash. In any case, that is not generally the situation.
    Suppose an entrepreneur purchases an email list with expectations of picking up clients. He chooses to send a coupon to the majority of the contacts on the rundown. Each email he sent could be viewed as spam. Why? The contacts never requested to get messages from him or the business, and thusly, the beneficiaries could report the email as spam.

    There are several paths an email can take to land in a spam folder.

    Spam filters detect red flags

    In fundamental terms, programming checks each email and chooses whether it goes to a supporter’s inbox or spam envelope. The product checks for spam-like characteristics like the utilization of specific words, connections to not exactly respectable sites, messages in ALL CAPS, and messages that don’t have a withdraw catch.

    The product keeps a running count of spam offenses, and once it achieves a specific number the email gets dropped in the spam pail.

    Spam filters notice high number of bounces

    If a large number of your emails bounce because of invalid email address, it’s a red flag to the spam filter. Legitimate businesses with legitimate email contacts don’t collect emails that are invalid or outdated because they’re actively seeking potential customers on a consistent, organic basis.

    Subscribers report spam

    Subscribers can send messages to their spam envelope as well, and report the sender simultaneously. On the off chance that an endorser gets an email that the person in question didn’t agree to accept, or gets an email that is crude, they can report it.
    These reports harm the sender’s notoriety, and spam checking programming will begin to examine messages from that sender all the more cautiously later on.

    What are spam words?

    To help spam channels browse the a huge number of messages that are sent every day, programming is set up to search for specific words that are regularly connected with spam.

    In a perfect world, you’ll need to abstain from utilizing spam words to ensure your email hits a supporter’s inbox.

    Words that are related with contrivances, plans, guarantees or unconditional presents are frequently warnings for the spam channels.

    Before we get into a particular rundown of words to evade, comprehend that setting is significant as well. You’ll see words on this rundown that are genuinely normal; you have presumably utilized a couple of them before. On the off chance that they’re utilized in the correct setting, they won’t be hailed.

    What additional steps could improve your delivery rates?

    In addition to avoiding the spam words listed above, here’s a look at best practices that you can follow to keep your message out of the spam folder:

    Use a spam checker

    There are many spam words that can trigger the spam channels, and they’re continually changing, so in what manner can a business remain in front of this issue? Utilize a spam checker.

    A spam checker filters your email for potential issues and recognizes regions that you can fix.

    Always get permission

    To get the best conveyance rates, you need a rundown brimming with potential email clients that requested to join your rundown. You need clients that have given you express consent to send messages to their inbox by selecting into your email family deliberately.

    Don’t violate the spam law

    It’s valid; there is a spam law. It’s known as the CAN-SPAM Act and it administers business email. The term business email applies to any business that sends an email endeavoring to advance or sell an item or administration. Basically, it applies to each business.

    Here’s a quick look at the rules that the law spells out:

  • Don’t use false or misleading information.
  • Don’t use a deceptive subject line to get people to open your email.
  • Tell subscribers where you’re located.
  • Give subscribers a simple way to opt out of your emails.
  • Honor all opt-outs quickly.
  • Don’t send the same email over and over

    It’s valid; there is a spam law. It’s known as the CAN-SPAM Act and it oversees business email. The term business email applies to any business that sends an email attempting to advance or sell an item or administration. Basically, it applies to each business.

    Ask subscribers to whitelist your email

    Encourage your subscribers to add your messages to their rundown of customary contacts, or whitelist. This consequently sends your email to an endorser’s essential inbox, no inquiries posed.

    Send relevant emails

    The way to glad subscribers is to send significant messages. Messages that are customized and custom-made to an endorser’s advantages and needs increment brand mindfulness and deals. What’s more, it’s exceedingly impossible that subscribers will report your email as spam in the event that they get messages they care about.

    Why loosing email subscribers?

    Why loosing email subscribers?

    “Someone unsubscribing from your list doesn’t mean that your emails are bad. It just means it’s not for them.”

    1. One of the most common reasons that companies and blogs begin to lose email subscribers is that they are simply sending too many emails. People get bored of seeing the same company keep popping up in their inbox, after a while, they will stop reading the emails, and then they may unsubscribe altogether. Over promotion can be a huge turn-off. There is no set limit to how many emails that you should be sending out to customers and potential customers, but generally you don’t want to be sending emails out every single day, usually brands tend to opt for 2 or 3 a week.
    2. There are many reasons that someone may sign up to subscribe to an email list. However, if people are consistently receiving emails on topics that are completely unrelated to what they signed up for, then eventually they are going to unsubscribe.
    3. First impressions count and your email subject lines play an important role in encouraging people to actually open your mail. If your subject line is dull, for example, subscribers may completely ignore it, click it just to mark it as ‘read’, or send it straight to trash without reading.
    4. When creating email content, you need to have a specific person in mind. Before crafting your message ask yourself the following questions:
      • What does this person want to read?
      • What do they want to achieve?
      • How can you help them?

      If your emails aren’t tailored to your audience, your unsubscribe rates may increase as people grow tired of having their inboxes flooded with irrelevant content. Don’t be afraid of segmenting your lists so that you can direct tailored content to the right people.

    1. With most emails being opened on mobiles and tablets rather than computers, it’s crucial that your emails can be viewed on a multitude of devices. Failing to take this into consideration could drive your audience away.

    While you’re at it, make sure your website is mobile-friendly too! Google recently made mobile friendliness a ranking factor and websites that fail to optimize their sites for a variety of devices could see a drop in search engine visibility.





    5 Tips for writing effective emails

    5 Tips for writing effective emails

    1. Write a meaningful subject line.
    Before you hit “send,” take a moment to write a subject line that accurately describes the content, giving your reader a concrete reason to open your message. A vague or blank subject line is a missed opportunity to inform or persuade your reader.
    Remember — your message is not the only one in your recipient’s mailbox. A clear subject line will help a busy professional to decide that your email is worthwhile.

    2.Identify yourself clearly.
    If you telephoned someone outside your closest circle, someone who probably wouldn’t recognize your voice, you would probably say something like “Hello, Ms. Wordsworth, this is Sally Griffin.” A formal “Dear Ms. Wordsworth” salutation is not necessary for routine workplace communication.
    When we send text messages to our friends, we expect a lot of back-and-forth. But professionals who use email don’t enjoy getting a cryptic message from an email address they don’t recognize.
    While a routine email does not require a formal salutation such as “Dear Ms. Wordsworth,” ask yourself whether the person you are writing knows you well enough to recognize your email address.

    3.Don’t assume privacy.
    A good motto: praise in public, and criticize in private. Don’t send anything over email that you wouldn’t want posted — with your name attached — in the break room.
    Email is not secure. Just as random pedestrians could reach into a physical mailbox and intercept envelopes, a curious hacker, a malicious criminal, and your IT department can probably read any and all email messages in your work account.
    If you stretch the truth in an email (downplaying a problem, leaving out an important detail, etc.), you’re creating a written record that your recipient can (and will) use to determine whether you are uninformed about the truth you are informed but deliberately misrepresenting the truth your confused and conflicting emails mean you aren’t a reliable source for determining the truth.

    4.Distinguish between formal and informal situations.
    When you are writing to a friend or a close colleague, it is OK to use “smilies” 🙂 , abbreviations (IIRC for “if I recall correctly”, LOL for “laughing out loud,” etc.) and nonstandard punctuation and spelling (like that found in instant messaging or chat rooms).
    These linguistic shortcuts are generally signs of friendly intimacy, like sharing cold pizza with a family friend. If you tried to share that same cold pizza with a first date, or a visiting dignitary, you would give off the impression that you did not really care about the meeting. By the same token, don’t use informal language when your reader expects a more formal approach.
    Always know the situation, and write accordingly.

    5. Respond Promptly.
    If you want to appear professional and courteous, make yourself available to your online correspondents. Even if your reply is, “Sorry, I’m too busy to help you now,” at least your correspondent won’t be waiting in vain for your reply.

    Article Credits only to Jerz

    Newsletter and Email Marketing – A Must for  Travel Agent and Sites

    Newsletter and Email Marketing – A Must for Travel Agent and Sites

    Big Online travel agency like Cox and Kings and Thomas Cook have changed how people book vacations over the last several years. More and more consumers are taking a do-it-yourself approach to booking flights, hotels and cruises instead of relying on travel agents to find the best deal.

    How does a travel agency or smaller site succeed in this climate? Through email marketing. Did you know that 63% of consumers who signed up for emails from a travel site are more likely to do business through that same site again. That’s a big percentage of business your site or agency could be diverting from the “big name” travel sites.

    The Epsilon study shows that 86% of online consumers sign up for emails from travel sites in search of more special travel offers. 51% want to know more about vacation packages. Your customers and site visitors want information from you, and the deals and packages you have for them. Email marketing helps build a relationship between you and your customers that will keep them coming back to you for their trip booking needs.

    A permission-based email campaign also has a great return on investment. And on top of that, it’s easy to measure your results. You can tell if your campaign is effective by looking at how many subscribers are opening your emails and clicking on your links to determine what kind of content resonates most with your customers.

    Email marketing lets you proactively engage with your visitors and clients. Without an email campaign, you have to depend on your customers to remember your site and visit it when they want to book a trip or look for flights. Email marketing places you in your customers’ inboxes where they’ll see your name regularly and remember you.

    Take advantage of the opportunity to connect with your clients through email marketing. This simple steps will walk you through the details for setting up your first campaign.

    Take Advantage of our Free 30 Days Trial

    Building Your Subscribers List

    Build Your List Online

    Whether you’re a brick and mortar travel agency or a net-based travel site, if you have a web site, a blog or social media profiles, you can build your list online. Connect with your customers and visitors by placing a web form on your site to collect their names and email addresses. The Subscribe form generator in your stayintouch account allows you to create forms with your own custom fields to gather as much information as you need to help your customers. Once you design your form and place it online, any visitor who fills out that form is automatically added to your list.

    Building List Offline

    Your list-building efforts aren’t restricted to online avenues only. You can build your list offline too, as you work with customers in person or advertise your travel site.

    • Include information about your newsletter or travel deals in your brochures.

    • Ask for permission to email your customers on any contact forms they fill out.

    • If you attend travel expos, bring an email sign up sheet with you to get the names and email addresses of attendees. Bridal shows are another excellent list building opportunity – you’ll find brides-to-be who are looking for ways to save on their honeymoon expenses or destination wedding packages.

    Types of Email to Send

    Connecting with your customers or site visitors in the inbox relies largely on the messages you send to them. Not every email will have the same content, but your messages should have some unifying factors to help subscribers recognize you in the inbox. Establishing this kind of consistency will help your customers trust you more.

    Regardless of what you’re sending, all of your emails should include the following information:

    A subject line that tells what the email is about.

    Your name, your travel site’s name, or the name of your travel agency.

    All of your contact information.

    A call to action telling subscribers how to respond.

    Pictures. Include photos of destinations you’re advertising. Feature images of hotel accommodations, show your customers exactly what they’re getting for their money.

    Your remaining message content varies based on the kind of message you’re sending. The types of emails you can use in your campaign include:

    1. An autoresponder (or “follow up”) series for new subscribers

    2. A regular newsletter with vacation stories, hot destinations and travel tips for your subscribers

    3. Occasional announcements or special travel promotions

    4. Articles and travel tips pulled from your blog and connect with your subscriber

    When To Send Your Emails

    Consistency is the key to email marketing, but hitting your sending stride can get challenging. Unless you’re sending daily deals, you need to email your subscribers frequently enough so they don’t forget you, but not so frequently that they feel overwhelmed. If you can’t find the right balance, ask your subscribers and use their feedback to adjust your frequency.
    You can also schedule your emails around holidays, seasons or events like:

    Holiday travel help. Holidays are high-volume travel times and often expensive travel times, too. Send your subscribers ways to save money or stay calm in the horde of other holiday travelers. Don’t forget holiday travel packages and promotions!

    Seasonal tips. Advertise seasonal getaways or alert your customers to peak travel times when airfare and hotel rates will cost them more.

    Industry news. What kind of developments in travel regulations will affect your customers or site visitors? Give them a heads up before they travel or book their trip.

    Targeting Subscribers

    Not all of your subscribers have the same destination in mind, or the same way of getting there. Some people like cruises. Others want a quick weekend getaway that’s close to home. Still others are very budget-conscious. You wouldn’t want to send information on a luxury cruise ship to a college student who wants to backpack across Europe on a shoestring budget.

    Segmenting organizes your subscribers into groups based on their preferences to ensure that you’re sending the right deals and packages to the right people. Group your subscribers by travel interest – send emails about airline discounts to subscribers who express an interest in flight information. Send emails about luxury resorts to subscribers who want top-notch accommodations. You can also use their geographic location to send emails about flight deals originating from their nearest airport or small weekend getaways near their hometown.

    How To Maintain Brand Standards in Your Email Designs

    How To Maintain Brand Standards in Your Email Designs

    Keeping a brand experience consistent across all marketing touch points is a crucial component of cultivating an engaged user base. And one of the more important transitions a customer or prospect makes is from an email to a website.

    This responsibility lies primarily on how you design and build your email campaigns. The less aligned your emails look from your website (and your overall brand), the more likely you are to confuse and cause friction with your recipients. The following email design tips will help unite your emails and website to ensure that your recipients don’t become distracted by inconsistent branding.


    Start with the larger foundational design elements of your website, such as column layout, when you start to lay out your email templates. But, just because you might have a three column break on your website doesn’t mean you must have the same in your email designs. Again, the goal is to keep the idea and feel the same.

    An often overlooked element of the email template is the footer. Making the email footer match the website footer is a great way to connect your website and emails so that the user knows how to navigate to certain parts of the website.

    Keep in mind that when you are laying out your email campaigns, you don’t have to exactly copy your website, but as long as the overall look of your website transfers over to the emails, you are well on your way to keeping your brand experience consistent.

    Images: making your emails responsive

    Imagery is a powerful design component and tool that can bring emails to life and increase recipient engagement. But images in emails (along with other digital mediums) can become problematic, quickly. Every inbox handles and renders images differently and the more images you include, the slower your email will load. Some ISPs may even view your emails unfavorably and place your email in the spam folder if there are too many images.

    Keep in mind that some inboxes won’t even display images, so the more you rely on the images to communicate your messages, the more likely that you risk your entire email.

    Images supplement, they don’t carry your email program.

    And don’t forget to browser test your emails to ensure that the majority of browser and device combinations are displaying your emails the way you want them to.


    Buttons and CTAs

    Buttons and CTAs within your email should also be as similar as possible to your brand’s website so that the user knows exactly where to go if they want to learn more or continue their experience.

    These buttons and CTAs are consistent and clear for the user whether they are on the website or reading an email.


    The font you choose for your emails should resemble the font found on your website as much as possible. If you want the exact font from your website, this advanced option is made simple using Marketing Campaigns’ design editor’s option to edit the HTML Head to add custom fonts. However, this is by no means a “must do” for email design.

    Because some fonts aren’t always supported, you should always use fallback fonts (similar looking and supported fonts readily on hand). Having these fonts on hand will help you quickly be able to create your email campaigns. As long as you compare the fonts side by side, you will be able to find a good match.


    Although your emails don’t have to match your website brand exactly, ensuring a consistent brand experience from an email to a website and vice versa is key to keeping your recipients and customers engaged. Keep in mind the following guidelines when designing and putting together marketing emails:

    • The overall layout does not need to match 100%, but should convey the same design ideas

    • Ensure you are using responsive images, and that you are browser testing before sending

    • Fonts do not have to be a perfect match—most ESPs provide enough web fonts to match your website enough without having to import from your website

    Learn some more specific tactics on email design by checking out our blog post, Best Practices To Boost Engagement. And explore Stayintouch’s new features.