The structure of an email should always be clean and concise. A clear design helps the viewer to navigate quickly and explore the content, so he/she can convey the following in the shortest time:
- Who is advertising?
- What is advertised?
- What are the benefits/advantages?
- What is the reader to do in order to get the benefits/advantages?
In the following you will find out how to implement these aspects:
1. Communicate your sender at an early stage
The sender should be communicated clearly and as early as possible.
Choose sender name and address that both clearly identify the sender and clarify the purpose of the email. An address that contains news@, information@ or offers@ is not only legally useful (in regards to the "prohibition of concealment"), but also creates transparency and ensures recognition. The sender should also be evidently visible in the auto-preview of your email provider. Position the logo accordingly at the top, if possible at the top left. Ideally, the entire email is designed in the look and feel of the sender, e.g. with a subtle background color that is associated with the sender.
2. Communicate benefits
Lead the viewer straight to the "right" sections in the email and direct his attention to the advantages. Because detecting advantages will make sure the recipient reads on! Classic eye-catchers are particularly suitable for this:
Pictures are always considered first. Providing pictures with advantages means to recognize the advantages quickly (=read more).
Headlines: While going from picture to picture the viewer just barely catches headlines. Always include advantages for the reader in the headline!
3. Activate Auto Preview
Especially with newsletters, only the first part of the content is visible on the recipient's screen. The same applies to email programs that display emails in a preview window. Therefore, design the upper third of an email as clearly as possible, stimulant and brand-related. It should be ensured that the email is already set in preview mode. This section is called "Above the fold". This is the part of the email that the user can see without scrolling and that varies depending on your email program and screen resolution.
4. Starting with teasers
In order to keep the recipient reading make sure the first part of an email is phrased convincingly by creating a so-called teaser. Presenting interesting facts or touching on a story will make your content more attractive.
5. Less is more
What applies to the quantity of offers is: less is more. Rather than overstimulating your customer with a wide range of offers it is better to concentrate on only a few. In newsletters you should not provide more than three to five topics.
6. Put hot deals on top
Emails are hardly ever scrolled. The aim should therefore be to arouse the interest of the viewer right at the beginning of the email. Always place the best offer or the most important message at the top of the email, so you can prevent an early exit and the prospect of reading on is increased.
