UNIVARSITY.ORG | Creating User-Friendly Emails for Your Subscribers
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13 Dec Creating User-Friendly Emails for Your Subscribers

Your subscribers are the engine that keeps your company’s email database going – it is its content and form and the reason your email marketing campaigns work. Thus, it should come as no surprise that it is generally considered a good idea to create email campaigns that primarily cater for your subscribers in terms of usability and value. While this sounds like a simple concept to base your email marketing strategy on, it is often surprising how many brands fail to think from a consumer and a tech user’s perspective. By creating campaigns that are not only presenting your product or brand in a favourable manner but also making the lives of your subscribers more enriched and hassle-free, you can look forward to being richly rewarded by happy and grateful subscribers that will go on to be loyal consumers.

Simple web forms

One of email’s greatest benefits is that it acts as a direct line of communication with your consumers. This means that your brand has access to valuable information that can be provided by your consumer email database through web forms and surveys. Sending consumers to a microsite where they can log their details, give insight or further profile themselves is an excellent way to make consumer experiences better – but only if the actual process of providing your brand with that information runs smoothly. Any web forms – including your initial sign-up process, must be short, clear and easy to complete. Easier web forms save consumers time and effort and may make them more likely to share their experiences with their contacts and support your brand as a result.

Allow for previews

Email clients such as Gmail and Outlook – include a short preview of an email’s content in the inbox following the subject line. This small preview or snippet can make your emails more valuable to subscribes before they even open them. Being able to discern what an email is about and what’s inside saves time for the consumer who is probably dealing with a pretty stuffed inbox already. Important to note: many brands place their message prompting users to view the email in a browser (“Not displaying correctly? Click to view in browser… “) at the very top of their mailers. The result is that these messages often end up displaying in the snippet windows – not ideal. By tweaking the code, you should be able to reflect a short summary of the contents of your email in the snippet.

Text and HTML

Email has become quite a complex medium with people viewing it in many different ways on different devices. While this has helped email become even more effective and ubiquitous, it has also caused some issues in terms of universal display. The solution at this point that your subscribers will be most thankful for? Including both a text as well as an HTML version.

Sending a plain text version with your HTML emails is particularly imperative for smart phone users who are likely to receive your messages through an email app on their phones. While most smart phones are catching up in terms of mobile email and email in turn is upping the ante through the development of responsive mailers, HTML emails can still cause problems when viewed on a tiny mobile screen. Including plain text messages makes your emails accessible to all of your subscribers regardless of the device they’re using to read your email.



Inge Van Eetveldt

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