Email Marketing Design: Text, Graphics, Audio & Video Components

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  • 0:04 Email: Be Engaging!
  • 1:18 Text Selection
  • 2:16 Image Choice
  • 3:02 Audio/Video Components…
  • 4:05 Readability
  • 4:53 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Reaching customers through email marketing is a critical component of a marketing plan. In this lesson, you'll learn about the design elements of an effective email message, including text selection, images, audio/video, readability and graphics.

Email: Be Engaging!

You open your email inbox. Inside are two emails from companies trying to earn your business. The first, from the Boring Company, is full of text - and lots of it. It's overwhelming to look at, let alone read from top to bottom. You close it, frustrated. The second email, from The Exciting Company, has a lot of punch - sparse text, bright images, entertaining graphics, even a short audio or video clip! You spend a few minutes checking out the video and the visual elements and even visit their website to learn more.

The Exciting Company has figured out something the Boring Company has not: how to entice customers and prospects with the right blend of text, graphics and other components to keep them coming back for more. While we all send emails every day, the Exciting Company has created something special that sticks in your mind.

Just as there are many types of emails that can be sent, there are a myriad of ways to do it - some good and some bad. Let's take a look at the types of features the Exciting Company may have used to excite, inform and engage their email recipients.

There are several things to consider when crafting the text of your email message. Let's look at some of those strategies now.

Text Selection

First, consider a catchy subject line that will grab the reader's attention and give them a reason to open your email.

In the body of your email, keep your written copy concise to ensure content can be read quickly (for instance, try to imagine someone is reading your email while standing on an elevator). Emails with 20 lines of text or fewer perform the best in terms of seeing people take action to read more, purchase or visit your website.

Keep control of your fonts and font colors - too many of either can make your content look busy and disorganized. In the same vein, avoid using all capital letters or too much bold or italic font.

Include a call-to-action, something that you want the reader to do after viewing your email. Make sure to include social links that will direct them to your presence in other online communities (such as social media sites). And, though you may not want them to, it's always best to include an option for recipients to unsubscribe.

Image Choice

Embedding images in your email messages will make your content much more pleasing to the eye for your readers. Frequently, images are inserted via HTML coding and then downloaded when the reader downloads the message. Images, overall, are a more enticing way to get your readers to engage with your product or service.

If an image is clickable, meaning clicking on it takes the reader to a webpage you've designated, all the better. You are sending your customer or prospect directly to the content you want them to see first.

GIF, which stands for Graphics Interchange Format, clips are a fresh take on images that simulate a short video clip. Animated GIFs in the body of your email are more interactive than a traditional image, and can give your email that little something extra.

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