One of the SUBSCRIBERS RULE! tenets is to deliver subscribers timely, relevant content that improves their lives. However, personalized content alone is not enough if your email isn’t designed properly.
One way to achieve the goal of delivering timely, relevant email is to customize your content and design for the individual subscriber. How? By using your individual subscriber data to dynamically personalize all aspects of your message – including copy, images, links, and subject lines. Start by considering your use of color, images, and typography, and how those elements guide your subscriber’s eye though the email.
For example, do your section headlines stand out, or are they lost in the shuffle? Are you including key information in an image that may be blocked for the majority of your viewers? Does your primary call to action appear in the preview pane, or is it lost below the fold? Are you using both emotional and rational appeals to engage subscribers in your brand and content?
Additionally, the key information in your email should be easy for your subscribers to find. If you have a newsletter, include a table of contents or “in this issue” section to inform subscribers what they can expect to find within your email. This is just one way you can make your subscribers’ lives a little easier.
If you’re actively thinking about design elements like this on an individual subscriber basis, you’re off to a good start. Take the time to deliver content that is designed to take advantage of the email-viewing environment. By viewing your email design through the eyes of your recipient, you can embody the SUBSCRIBERS RULE! philosophy – and in return, may be rewarded with higher engagement, brand loyalty, and ROI.
Tim Siukola
Senior Email Marketing Designer
One way to achieve the goal of delivering timely, relevant email is to customize your content and design for the individual subscriber. How? By using your individual subscriber data to dynamically personalize all aspects of your message – including copy, images, links, and subject lines. Start by considering your use of color, images, and typography, and how those elements guide your subscriber’s eye though the email.
For example, do your section headlines stand out, or are they lost in the shuffle? Are you including key information in an image that may be blocked for the majority of your viewers? Does your primary call to action appear in the preview pane, or is it lost below the fold? Are you using both emotional and rational appeals to engage subscribers in your brand and content?
Additionally, the key information in your email should be easy for your subscribers to find. If you have a newsletter, include a table of contents or “in this issue” section to inform subscribers what they can expect to find within your email. This is just one way you can make your subscribers’ lives a little easier.
If you’re actively thinking about design elements like this on an individual subscriber basis, you’re off to a good start. Take the time to deliver content that is designed to take advantage of the email-viewing environment. By viewing your email design through the eyes of your recipient, you can embody the SUBSCRIBERS RULE! philosophy – and in return, may be rewarded with higher engagement, brand loyalty, and ROI.
Tim Siukola
Senior Email Marketing Designer
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