For all email marketing campaign, content is the main element responsible for bringing visitors to your website, getting readers to your blog and converting leads into loyal customers. So let's assume you have prepared a super relevant content for your readers. However, despite the quality, effort and time, you didn’t achieve the expected results. Which may be the problem?

Content can only achieve the desired effect if, in addition to relevant, it’s followed by a strong and attractive design as the text itself. As much as the content is responsible to make readers take some action, the visual should have the same quality, even to leverage your email marketing campaign as a whole pack.

If content is the king, design is the queen. Both must move on together, whether to compose a website, blog or email. To help you keep the duo aligned, we’ll share with you seven principles that worth gold for the digital marketing and for your business.

1) Convey the message of your brand

The first thought you should have when creating your campaign, and that will serve as a guide to all emails, is the message you want to convey through your brand. What are the emotions you want to make your customers feel? Take the brand to your mind to get closer to your target audience.

2) Be consistent and reliable

Regardless of the size of the team responsible for the content marketing of your company, between content writers and designers, keep consistency in all work involving content and design. Select a language and follow it till the end. This brings more confidence and gives even more credibility.

3) Work with text and images

A good text is always accompanied by an image that complements the content, making it more attractive visually and better able to capture the attention of your reader. In addition to break up the text, enhancing the reading flow, the resource promotes more engagement and interest in your brand.

4) Think of the best font

The font can tell a lot about your brand. Therefore, you should well consider the message you want to convey when choosing it. The Comic Sans, for example, has a very relaxed air and it’s not very suitable for companies. Times New Roman longer outweighs the other side. Find a middle term and invest on this.

5) Create a visual hierarchy

Avoid large blocks of text and try to merge them with images through the content or even bullet points, creating those lists everyone likes to read. Besides making the content most compelling it also contributes to the reading flow, saving the time of who is on the other side.

6) Make a mobile-friendly email

Today, access to email via mobile devices now exceeds 50%, a percentage that deserves your attention. After all, if your campaign is not mobile-friendly, probably this reader will not open its content. So in order to reach all readers you should make content accessible on all platforms.

7) Prioritize quality above quantity

While the quality approaches, the quantity moves away. So in which one should you bet? Often a simple image with an objective text generates more impact than content without quality or relevance. Simplicity can be a powerful element in your email marketing campaign.

Conclusion

When you put content and design together, the chances of positive impact on your target audience are much larger and effective. In addition to creating transparency and confidence, you deliver relevance, quality and loyalty. This should be the ultimate purpose of an email marketing campaign. Leads will be a result of a well done job.

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