Let’s talk about email design for your promotional campaign…
Ans:
Plain-text story email >>> Image-heavy design email
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Huh, you want more?
Fine.
ONE
At the core of marketing, it’s about standing out.
If you look, sound, or feel like your competitors, you’ll compete on price.
If you look, sound, feel entirely different from your competitors, you are a category of one.
So… what does 99% of e-commerce send?
Image-heavy, design emails.
What does “normal” human send to their friends and family?
Plain text emails.
There you go.
TWO
I know the designers would be furious…
But Gmail simply do not like images.
That’s why they will hide the image and require the reader to click “Show content” for the image to appear.
When Gmail frowns at you…
You know your deliverability suffers.
THREE
When you’re running a longer promo, you cannot send “sales, sales, sales, discounts, discounts, discounts” every single time.
If I find one dull message, I’m out for the rest of the promo.
This means…
IF you want to use image-heavy, design emails, you STILL have to make every email worthy of the readers’ time.
Entertain. Enlight. Educate.
The same principles apply.
The question you have to ask is…
Do you have the bandwidth to do this for image-heavy, design emails?
(because it’s a lot more expensive and time consuming to do designs for every email)
Now, I get it…
You want proof.
Here’s the data from my recent client promo:
My plain-text, story-driven emails—sent on the 6th and 7th days of the promo (also known as “no man’s land” in promotional campaigns)…
Beat the client’s image-heavy, designed emails sent on the last day!
(when the last 24 hours should have been the easiest to sell)
To be continued…
– WYH
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