How to optimize your email marketing

Published July 20, 2017

Did you know that the average person picks up their phone more than 1,500 times a week? This means that winning and holding a reader’s concentration in the digital world has become more difficult than ever.

Here are some of our top tips to help you optimize your email marketing.


Deciding what images to use in your email can be a difficult task, however one type of image can really capture a reader’s attention. It has been proven that images of faces are processed in the “fusiform face” area of the brain, the same area that is known to process emotional responses. These images can create an emotional connection with your reader which can enable a more personal feel to your content and brand.

Tip: Not all email clients download images, and some users may block images from being downloaded to save on data, so images should never be the only element in your email template.

Video and GIFS

Emails have become much more interactive in recent years, providing refreshing and engaging content for readers. Video can be embedded within emails but as they are still not a supported format in every email client GIFs can offer a great alternative. Involving moving content into your email design can be a unique way to bring your emails to life.

Tip: Creating animated GIFs specifically for email requires a few thoughtful considerations, such as making sure the file size isn’t too large and the content is concise.

Social Media Integration

Make sections of your email content shareable. Social media icons have been present at the bottom of emails for a while now, but there are new and more engaging ways of connecting with your reader.

Tip: Why not add a share icon next to important information such as key paragraphs, quotes or even promo codes? This could help your readers spread the word and impact your click rates in the long term.

Negative Space

It’s very important to have negative space in your email template – don’t feel the need to fill every bit of space with content! Balancing text and images within a template can allow readers to quickly digest the information.

‘Call to Action’ buttons

It’s important to optimize your call to action (CTA) so that it stands out from all the other elements in your email. Colour is key – it should be a completely different colour to any template backgrounds and text. Size is also crucial; the CTA needs to be prominent but not too small so that it can’t be seen or too large that it’s distracting.

Tip: Don’t use an image for your CTA. As many email clients block images by default, your readers may miss one of the most important elements of your email.

Keep it Simple

A study by Boomerang showed that emails ranging from 50 to 125 words have the best response rates, at just over 50%. Try and cut down any unnecessary content to keep your emails short, to the point and most importantly engaging!

Don’t forget to future-proof your EDM’s

While tweaking your current EDM templates may seem like a quick, cheap way to fix any design problems, it will only cost you more in the long run. A complete overhaul will allow you to iron out the creases and future-proof your design – giving you the chance to fully focus on your content, and drive traffic to ultimately increase sales.

For more digital marketing advice, including tips on delivering a great user experience, get in touch.

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