3 steps to make an impactful email

5 May 2021 Ariadna Gubern Comments Off

Often, with so much email, it is difficult to know how to differentiate yourself from the competition and even to stand out from the crowd. In a context like this, originality and creativity become our best allies. And that is why today we are giving you 3 steps to follow to create an email with a high dose of originality and creativity.

STEP 1 - Start with an original issue

The best way to start the email is with an original subject line that stands out and captures the attention from the first moment. As we have already mentioned in previous occasions, the subject line is the first element that the subscriber will see in your email and the one that will make them decide to click and read it or not. Therefore, with the few characters we have, we must do something different. What tricks can we use?

Provoke a feeling of wanting to know more about the email

A good way to create an original subject line is to provoke the feeling of wanting to know more about the email. How can we achieve this? A good way would be to reveal only a small part of what will be inside the email and leave the rest to your imagination or simply opt for a subject line that is completely open to interpretation. Below we can see a subject line from Desigual where, in effect, the subject matter is very open, but which incites us to want to know what we will find when we click on it.

Disconcerting the subscriber

Another technique we could use is to disconcert the subscriber, as long as it is in a positive way. The idea would be to make an issue that a priori the subscriber does not expect or does not fully understand what it is about, but that when the email is opened, everything makes sense and is coherent with the content. Bimba&Lola is a brand that uses this resource a lot. Here we can see some of their issues and also another one from Adolfo Dominguez:

Embedding emoticons

Emoticons are also good allies of creativity. Add a splash of colour to the issue and help to ensure that this stand out from the rest of the issues in the inbox. Unconsciously our eyes will go to the coloured dots. Although it is not guaranteed that the user will end up clicking on the email, we are sure that we will have managed to capture their attention. Here we can see how some fashion brands incorporate them:

Here here are some other tips that will help you to make a very good business and 100 issues to inspire you.

STEP 2 - Use Storytelling

The art of storytelling, the Storytellingis the queen of techniques related to creativity and originality. It is the best strategy to hook the user from the first moment and awaken feelings and emotions in them. We love stories, anecdotes, everything that allows us to create a certain link with what we are told. For this reason, implementing them in the field of email marketing is an excellent idea. We can create a story, for example, in which our product appears and:

Solve a problem
Create people-to-people links
Demonstrate why we need him in our lives

The possibilities are endless, we just need to find the story that works best for our company, brand, product or service.
Here is a campaign that launched Bimba & Lola The video has been around for a while now and tells a story in a total of 4 emails, each one a different chapter in the form of a video and an introductory text. Each of them is a different chapter in the form of a video and accompanied by an introductory text. What do you think?

Another good example would be this reactivation email of the brand Missguided. In this case, the story of the relationship between the brand and the user is explained, therefore, a completely different email to the previous ones but where the Storytelling technique is also implemented.

STEP 3 - Go for GIFs

The GIF are also a very effective resource to bring creativity and originality to the email. With their implementation, we create dynamism and make the content much more attractive and entertaining. However, we cannot overuse them. Whenever we implement them, it must be with an objective and we have to take care of the weight of the file y set a fallback image. Here are two different examples:

GIF with different products and/or models

GIFs are often used to showcase different products of the brandbut in a more creative and original way than usual. We can create them with just the products or, as we can see in this example, we can create them in a more creative and original way. Pull&Bearwith a model wearing the garment.

Ornamental and purely aesthetic GIFs

In this case, the GIF is used in an ornamental way to give a different and creative touch to the email. Therefore, we would talk about all kinds of movements or animated effects that decorate and attract the subscriber. Here we can see how it is implemented Bershka in one of his emails.