How the design of Email Campaigns influences the user experience

Email Marketing is one of the most widely used Digital Marketing techniques today, in view of its multiple advantages and that it can be adapted to the particular needs of each company or business to promote their products or services. As is usually the case with any traditional or Digital Marketing campaign, when designing Email Campaigns, some aspects must be taken into consideration that will contribute to its success or failure.

Issues related to the segmentation of Subscribers or the writing of the content of a Campaign are important to the extent that they make the user experience with the piece, and therefore with the brand. The User Experience (UX) has to do with facilitating navigation through the piece, in a way that is simple and intuitive for the Subscriber. This will generate pleasant sensations and emotions linked to the brand.

Email Marketing, more than an end, is a means for users to make conversions.

How does the design of Email Campaigns influence the user experience?

An adequate design of your pieces will be essential for your digital communications to impact profitability and collaborate with loyalty , among other aspects.

The structure of an Email can never be random; it must always be in relation to a goal. Do you want to sell, attract new audiences, retain the one you already have, reinforce your brand image? Once you define your main objective, you must work on the aspects that will lead you to achieve the expected goal.

To determine how the design of Email Marketing Campaigns influences the user experience, we will describe 3 aspects to consider , although there are others! Let's see how the image of the company or business, the segmentation of the target and the content of your Emails influence the success of your Campaign.

Company or business image

Your Campaigns should always include your business logo in the right size and format. The personalization of the online logo in your Emails is an element that will give a professional aspect to this communication and will generate confidence in the recipients.

How is brand image related to user experience? Simply, because it is a way to show that it is a communication whose information is true, especially if you are doing some type of raffle, promotion or discount.

There are other issues related to brand presence in Email Campaigns that are very easy to implement to reinforce this idea. Including photos of the products or services you provide, your Social Networks and other contact information are also excellent practices.

Segmentation of the audience that will receive your Campaigns

The audience that will receive the Emails has to be segmented to avoid sending messages to people who have no interest in the purchase, or even to customers whose sociodemographic characteristics do not allow them to purchase the product or service you offer. For example, that you have a Subscriber to your Blog who lives in a country that you do not reach with your products.

Having an ally external to your company to help you generate Segments from your Database will be a very valuable extra. And when it comes to the design of Email Marketing Campaigns focused on the user experience, going to a specialized agency will be very helpful.

How interested can a young woman be in buying underwear that has been specially designed for older ladies? If you don't send your Promotional Campaigns to the right Segments using custom elements , your Subscribers might think that they are generic Campaigns sent in bulk.

Consequently, sending a message that does not make sense to a user could make them decide to unsubscribe from your Site to stop receiving your communications.

Following the previous example, if a Segment of young women were sent a message with samples of women's underwear to give to their mothers for Christmas, they could be motivated to buy. It all depends on the objective of your Campaign, and the knowledge you have of each Segment of your Database.

Finally, it is also important to remember that bulk Emails should be sent only to people who have given their consent to receive them. Otherwise , your communications could be considered as SPAM, or simply be ignored by users.

Drafting of E-mails

Effective communication is the foundation of any Marketing Campaign, including Email Marketing. The questions of why, for whom and how the piece will be written will be very helpful in planning your Campaigns.

After having analyzed which Contact Segments your piece will receive, and what Subscriber information will help you in the writing of personalized content, it is time to think about the tone : more jovial or more formal, with technicalities or regionalisms according to the audience to which it will go. managed.

Although it seems obvious, it is worth remembering that you always have to take care of the essential aspects of legibility and spelling that they require in written communications. It is something so essential that, if it is neglected, it can generate a discomfort that threatens the experience of your users with your brand.

Creating emails with obvious spelling or syntactic errors that expose the lack of linguistic coherence and cohesion can cause these messages to be considered SPAM .

Avoid writing generic Emails

Under no circumstances should the communications be or appear generic, since at this point your Subscribers will like to receive personalized treatment . Calling them by name and using clear and friendly language are minimal issues to keep in mind when writing your emails.

Avoid using words that are completely capitalized, as they could be associated with disrespectful tones and even junk emails .

The content of your Emails goes beyond words

Although the term "content" is usually associated only with the written word, in Email Marketing content are all the elements that make up the piece. Therefore, images and animations, links and buttons are also part of the content decisions that you will face when creating a Campaign.

A content optimized for Email will be one that includes in a balanced and strategic way all or some of the elements listed above. If you succeed, much of the user experience with your Campaign will be covered 😉

In short, to improve the user experience, it is essential that the design of the automated email campaigns is properly planned , as it is done before applying any Marketing technique and strategy. This will bring you closer to the expected results.

For more information about email campaigns, visit our blog.