Looking to “go green” and dive into the world of email, or simply want to make your emails more effective? Here are some basic recommendations when designing marketing programs for the financial services industry.
Brand Synergy
It’s crucial to stay true to your brand and ensure that all media channels and programs have a consistent look and feel. With solid brand synergy in place, the rest revolves around delivering appropriate content that your subscribers want to read.
Transactional Design Recommendations
Postcard Design Recommendations
Newsletter Design Recommendations
Above all, make sure your message is clear and tells the subscriber exactly what you want them to do. For additional tips and recommendations to take your program up a notch, read more on email marketing design, marketing financial services or follow us on Twitter!
Andrea Smith
Design Consultant
ExactTarget Campaign Solutions Team
Brand Synergy
It’s crucial to stay true to your brand and ensure that all media channels and programs have a consistent look and feel. With solid brand synergy in place, the rest revolves around delivering appropriate content that your subscribers want to read.
Transactional Design Recommendations
- Position content front and center – keep it simple.
- Don’t include too much cross-sell information.
- Use a higher text-to-image ratio.
- Use font colors and sizes to create a visual hierarchy.
- Send a branded HTML email instead of plain text.
Postcard Design Recommendations
- Your message should have a singular focus. Don’t let your postcard become a newsletter.
- Make the message the feature in your design.
- Introduce the main call-to-action within the preview pane and other important content “above the fold”.
- Consider placement and inclusion of secondary messaging that supports your main focus.
Newsletter Design Recommendations
- Table of contents or “In This Issue” section.
- For each article, include a three to four sentence teaser for articles with a “read more” link instead or including the full article.
- Introduce your main call-to-action within the preview pane and other important content above the fold.
- Develop a visual hierarchy for headings, subheadings, and body copy for easy scanability.
- Use images selectively to eye track to engagement areas.
Above all, make sure your message is clear and tells the subscriber exactly what you want them to do. For additional tips and recommendations to take your program up a notch, read more on email marketing design, marketing financial services or follow us on Twitter!
Andrea Smith
Design Consultant
ExactTarget Campaign Solutions Team
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