You don’t need to be an email geek to know that email marketing isn’t dead. In fact, email marketing has an average ROI of 3,800 percent.
Whether you’re working on a one-off email or a nurture campaign, keep these tips in mind for a better email experience.
Write like a human.
Remember that your email is being sent to a fellow human being, and write accordingly. Write in a conversational, trustworthy and upbeat tone. Be concise!
Original copy: The LEED Steering Committee recently added select Parksmart measures to the LEED innovation catalog.
Edited copy: Boost your LEED project score with Parksmart.
Cut the text.
An email is not a webpage. The copy should serve as a teaser and encourage the reader to take action.
Get creative with format.
No one wants to read long paragraphs of text. Use icons or bullets to break down information so it’s easier to read, especially for viewing on mobile.
Original copy: “The benefits of Parksmart are that it enables a frictionless experience for your garage user and the environment through removing parking headaches, welcoming and encouraging cyclists and beautifying your garage”
Reformatted copy: The layout below conveys the same information in a format that’s easier to read:
Include a clear call to action.
What is the one takeaway of the email? What is it that you hope your audience will do with the information? Don’t be afraid to get creative with your CTA either.
Look at your own inbox to see emails that stand out to you. Visit Really Good Emails for some email inspiration.
Use A/B testing.
Don’t be afraid to test! Every email is a chance to learn something new about your audience. Test your send time, subject line or “from” name.
As part of the USGBC marketing and communications team, our design team works on many kinds of projects, from brand identity to article images to print collateral. Not content to rest on their current expertise, they are constantly seeking out what’s new in the design world and incorporating ideas from the wider world into their projects.
Here’s a quick roundup of some of the websites where they find inspiration:
Annie Patton, Director, Creative Services
- I like Fast Co. Design. They send out a daily newsletter focused on articles relating to design and business. They cover lots of different topics and industries, which gives me the opportunity to look at our work from a different perspective.
Amy Civetti, Art Director
- Brand New is a division of UnderConsideration, chronicling and providing opinions on corporate and brand identity work. The reason I love the “reviewed” section of the blog is that they cover current design trends and show what the updates look like. It’s a really great way for me to stay up to date on other branding out there that I may not otherwise be exposed to.
- Resource Cards is a growing list of free resources that help creatives with their next project. I love this because it pools tons of resources into a really easy-to-use page. I have a few go-to free sites in my brain, but when I am struggling to find something, I know I can go to resourcecards.com and find some alternatives!
Nia Lindsey, Senior Graphic Designer
- When creating new brand identities, developing the color palette is my favorite part. I love that Coolors presents the colors full width, with most of the necessary color values calculated.
- Mattson Creative‘s design blog is, hands down, one of my favorite design studios. Every post inspires me to find unconventional ways to innovate and perfect my craft. They recently completed Sesame Street’s 50th Anniversary identity, and it is amazing! #goals