3 basic rules for designing an emailing campaign

The saturation of emails we receive makes the little time we spend reading them very selective. That is, out of the number of emails we receive every day, we will tend to pay attention to those that:

– Send relevant information at that specific moment.
– They must come from a recognized and recognizable sender.
– The interactions with the emails previously sent by the sender have been positive.
A second element to consider is that, unlike what happens when a user accesses a website, where they are looking for information, in the email the message arrives when it is expected. The main implication of this fact is that we must take great care of creativity and design to attract and maintain the user's attention.  On a website, interest in the sought-after content can compensate for a poor browsing experience. In an email, the user does not expect our message, so they will have to to be precise and effective in attracting their attention.
 
Every designer can bring their creativity and experience to creating an email. In this sense, there are no limits to creativity. However, we present here 3 basic rules that will ensure consistency, easy reading, and interaction in the content.
 
1.     Alignment with the brand.
In the case of email marketing, the management of the brand image deserves special consideration. The perception a user has when looking at an email is part of the image the brand builds about itself. It is inevitable that the internet user perceives a certain representation of the company when interacting with the emails they receive from it. Maintaining a consistent brand image across all channels is paramount to generating trust in the user. Colors, typography, and copies The emails must be easily identifiable with the brand's presence in other channels, both digital and offline.
 
2.     Hierarchy in the content.
A balanced and hierarchical structure of the content (texts and images) will help with its reading and the recognition of the different elements that make up the message. If we do not present the content in an organized manner, the user will have difficulty recognizing and responding to its parts.
 
3.     Calls to action.
It is essential to combine different techniques to move the user to action throughout the entire email. Rational and emotional elements can be used, with images and text, buttons, graphics, etc. Testing these elements will be key to improving click rates.
«An email without calls to action is like a hook without bait.».