Create a well designed mailer on Mailchimp that converts
Updated: Mar 19, 2020
Email marketing has been the oldest and best way of reaching out to your customers. Email marketing has been the oldest and best way of reaching out to your customers. I remember when I was just starting 3 years back, we were contracted with several banks to design Electronic Direct Mail(EDM) for them. These emailers were used to pass information mainly to their own employees. They were also used to create database of customers and/or potential customers and used to send them communications or special offers. We were a design firm and only knew how to design these complex and gaudy mailers that would definitely grab anyones attention. Because we didn't have a team of developers we couldn't code these mailers and eventually lost the contract for that reason.
In the last 3 years, I have been using Mailchimp to design and distribute email communication to my audience(that's what Mailchimp calls the database) to stay connected with them. We know, that everyone who has access to the internet checks their email everyday at least 5 times with a little ray of hope of getting an email from a brand or a company or a person. Here, I am not talking about the social and promotional emails that we keep getting if a friend moves a mouse on a social media platform. I am talking about real communication, information that matters to the audience. When you see a mail from a company/brand you like to get intrigued what the mail is. NOTE: This moment of rise in curiosity and the effort taken to open the mail, we as the company/brand get not more than 5 seconds to get their attention. Once we have that, then we know that the person reads the entire mail. Hence, designing a proper email is very important.
For this blog, I am going to take an e-commerce welcome example from http://www.reallygoodemails.com/ to show how beautiful emails can be created on Mailchimp that convert.
Step 1: Structure
Once we decide what the mailer type is going to be, we need to decide what structure can be followed. Will it have a header? If yes, what all can we put in the header ? Logo, navigation to the website, some offer at the start? I usually sketch out a structure or create a wireframe on any of the free platforms available.
This helps us to decide which layout will work out best for us.
Step 2: Choosing a layout
Here are a few steps on how you can create a template and start with the bare-bones.
Here I am going with a Full Width layout.
Step 3: Branding
Now it's time to add some colour and brand elements in the mailer. You can add the logo, images and buttons in the mailer. Adding a logo is vital cause that'll be the first thing that the user will see and it should be the same for all email communications. Adding high-res images of your products with clear Call-to-Actions(CTAs) telling the user what they should exactly do are all important steps.
Step 4: Testing
Before you start sending it out to your audience make sure you have tested it on desktop as well as mobile. Proof read it.
💡 Bonus Tip
Use a separator and make it white or whatever colour your background is to have an even text spacing between/after images