The biggest issues in email marketing design that all marketers face – and how to resolve them
Arguably the most frustrating thing for an email marketer is the waiting around. You wait for your email to be designed before you can get it out, you wait for just the right time to hit the send button, you wait for a big enough sample size of results to come through so you can determine its success.
Obviously you still have other work to get on with during this process, but it’s still frustrating, isn’t it? Especially the first one on email marketing design. It’s not your fault – you were hired for your marketing prowess, not your skills in Photoshop. Likewise, it’s not your designer’s fault – they’ll only take as long as it takes.
If you lack the technical know-how to create professionally-designed emails on your own, you’re not alone. But if you think there’s no easy way around this, you’re now mistaken. Here are the three biggest issues that email marketers face when designing their templates, and the brand new solution that is about to make marketers very happy indeed.
Personalising email content
Knowing how to segment your email list in an Excel spreadsheet is one thing, but putting together four or five different email templates, all highly personalised, is another kettle of fish. In your mind, you’ll want every email you send to address each recipient as the unique individual they are – but how can you do this without the help of a designer?
Well, email design software is making things a whole lot easier. Solutions like our new Drag & Drop Editor have been designed with the marketer in mind, allowing you to take charge of your email campaigns from conception to reporting.
Marketers can insert personalisation code with ease, whether that’s based on the recipient’s name, location, interests – whatever. As long as you have the customer data, the options for personalisation are vast. Not only can you ensure your communications are highly tailored with personalised email, but you’ll also increase engagement levels and the chances the recipient will make a purchase.
Optimising emails for mobile
Working as an email marketer without a designer at your beck and call, you’ll no doubt know how tedious it can be having designed an email yourself, to then have to email it to different test addresses and view them all on various devices. The email that looked great in Outlook on your PC might look strange on an iPhone, and the one that looked perfect in Hotmail on an Android phone is all disjointed on a tablet. One little tweak, and everything is still wrong, but for a different reason!
Wouldn’t it be great if optimising email designs for mobile was made easy? When you design an email in the Drag & Drop Editor, responsive email design is all done for you. The benefits of responsive design are that you’ll save time testing, have more people engaging with your emails (as they’ll all look great, regardless of the device they’re viewed on), and as mobile purchases now account for £60 billion and a third of all UK retail ecommerce sales, you may see a boost in revenue, too.
Creating dynamic email content
Inserting code to personalise your emails in the more obvious ways, such as by name, is an effective technique, but going one step further and creating dynamic content has always been trickier.
Once again, marketers rejoice! With the dynamic content feature in our Drag & Drop Editor, you can send each recipient on your email list personalised articles, product offers perfectly tailored to their interests, and enticing call-to-actions based upon information you’ve collected about your contacts (check out how you can get to know them better) such as demographics, personal preferences, purchase history or online activities.
The ability to create more personalised, responsive and dynamic emails with relative ease is changing the way marketers work. You can find out more about our Drag & Drop Editor here.