Perfecting Email Marketing: Mail Merge Options, Design Principles, and More

by Klaus on March 23, 2021

in Articles

Photo by Canva

With email marketing currently being the best way to reach your target market, polishing your writing and design skills can boost your open rate and skyrocket your conversions. Whether you’re cold emailing to get sales leads or are writing a newsletter to previous customers, these principles are applicable in any form of email marketing. We’ll be covering mail merge options, design principles, language choices, and other miscellaneous tips and tricks in this blog.

Know Your Mail Merge Options

The best way to reach your target audience while spending less time doing so is through a mail merge program. While their features differ from software to software, most include these helpful features that save you time and energy:

  • Add contacts in mass quantities
  • Customize the subject line and body to include the recipient’s name
  • Send scheduled email flows and automated follow-ups

Because so many of these features allow you to automate the process, you’ll be able to spend more time focusing on growing other parts of your business and improving your writing and design skills. Make sure to explore and understand all of the mail merge options available, too.

Learn and Apply Design Principles

While your open rate is important, so are your click-through and conversion rates, too. Once your recipients have opened the email, you don’t want them to regret doing so. One of the best ways to make a good first impression is with a compelling, well-formatted design that catches their attention and is visually appealing. 

Include large, bright imagery and small, easy-to-read bits of text to make the content more consumable. Additionally, allow the design to reflect your brand—if you’re fun and dynamic, show that! However, if you’re more uptight and sophisticated, then keep it classy. With simple design and branding knowledge, you can start creating professional and high-quality marketing email flows.

Use Engaging and Alluring Language

Because you don’t have much text to work with, it’s important that the writing you do have in the email is strong and serves a specific purpose. It’s important to continue your branding into your language, aligning it with your company tone while keeping it informative and purposeful.

Another important feature of language in emails are calls-to-action—these can manifest in different ways depending on the type and purpose of your email. Whether you’re looking for the recipient to schedule a meeting or buy your product, you should articulate this with an engaging and direct call to action.

Build Your Audience Organically—Don’t Buy Lists

It is crucial to grow your audience organically for a healthy open rate and maintain your brand’s reputation. Too often, we see brands get impatient with email subscriber growth and buy lists of recipient information from third-party websites. Not only is this illegal, but it can also make many recipients angry because they didn’t sign up to be emailed by you. Even if you have a small following, don’t get discouraged—it’s better to grow slowly and steadily rather than tanking your open rate and breaking the law.

Overall, keeping email marketing in your toolbelt is crucial for any modern business because of how easy it is to reach a target demographic on a more personal level. By knowing your mail merge options, choosing graphics and words wisely, and growing your audience organically, soon you’ll start to see sales skyrocket and profit margins increase, too.

Comments & Leave a Comment

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{ 5 comments… read them below or add one }

Navnit Thapar March 23, 2021 at 22:16

I found your article very informative.Thanks for sharing this Valuable information with us !!
Navnit Thapar recently posted… How Chatbots play an Important Role in Marketing Automation

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Roberta Bortoleto March 24, 2021 at 19:20

I find it absurd when I hear people say that email marketing is dead. In fact, he is more alive than ever.

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Janet Reese March 25, 2021 at 11:23

This is a very nice way to grow your business by doing E-mail marketing
Janet Reese recently posted… Beauty Hacks

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Neubert Rommel June 1, 2021 at 13:22

Thank you, Klaus, for sharing your tips! I find them very useful, and I will try to apply them to my next email campaign! I also find it very important to watch out for design and language, because if you don’t do it right, subscribers will never open your email again.
Just another tip: I also find it very crucial to write catchy email subject lines, because it is the first thing that subscribers read and most of them base their decision on whether to open the email or not on that.

Hope this helped a bit!

Reply

Neubert Rommel June 7, 2021 at 11:49

Thank you, Klaus, for sharing your tips! I find them very useful, and I will try to apply them to my next email campaign! I also find it very important to watch out for design and language, because if you don’t do it right, subscribers will never open your email again.
Just another tip: I also find it very crucial to write catchy email subject lines, because it is the first thing that subscribers read and most of them base their decision on whether to open the email or not on that. I found my information here: https://neuroflash.com/blog/catchy-newsletter-subject-lines/

Hope this helped a bit!
Neubert Rommel recently posted… Catchy Newsletter Subject Lines – How to Convince Your Subscribers

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