“When you abandon your scent trail, you strand visitors and destroy the persuasive movement on your site.”
What it means is that unless you deliver a consistent pre and post-click experience, whether from an ad to a landing page or email to your website, you won't win your subscribers’ confidence in you.
To maintain a strong conversion scent and for them to know the email is from you:
Add a logo. It’s the first thing that they recognize which then builds familiarity + makes your email trustworthy, not a scam.
Be consistent with font type and color palette. However, since bahrain mobile phone numbers database some email service providers don’t recognize all website fonts, set a default ‘web-safe’ font.
Stay true to your brand’s tone and voice, whether in words or design. Just because colorful newsletters are pleasing doesn’t mean yours should be drenched in every eye-popping color.
For comparison sake, look at the side-by-side view of Fortress of Inca’s newsletter layout and website. Every element discussed above is in sync with the overall look and feel of the website.
Newsletter images should be high-quality for they make emails visually engaging and appealing. But there’s more than meets the eye.
For maximum impact, use visuals that complement accompanying content and evoke positive emotions. Place them strategically to make your newsletter layout scannable. Maybe even throw GIFs into the mix.
Next, add alt text that best describes the image to increase your email’s accessibility. And as far as possible, stay true to your branding guideline to deliver a coherent experience.
What about the stuff not to do?
Use the overused, cheesy stock images sparingly.
Ration the number of images as too many can hamper quick load time.
Avoid JPEG format for images with text.
#7 Responsive design
51% of customers aren’t just opening emails on their phones, they’re also comfortable shopping on their smartphones.
But when newsletters don’t render to their screen size it affects engagement and your business. Some even unsubscribe because of sloppy experience. So take stock of your subscribers’ mobile habits and design responsive newsletter layouts.
