{"id":17615,"date":"2020-03-04T07:12:38","date_gmt":"2020-03-04T15:12:38","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=44205"},"modified":"2020-06-05T17:21:33","modified_gmt":"2020-06-05T17:21:33","slug":"content-or-design-what-matters-more-for-your-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/content-or-design-what-matters-more-for-your-email-marketing\/","title":{"rendered":"Content or Design: What Matters More for Your Email Marketing?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When it comes to <\/span><a href=\"https:\/\/benchmarkemail.com\/email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">email marketing<\/span><\/a><span style=\"font-weight: 400;\">, what holds the most weight, email content, or email design? The answer, which likely isn\u2019t very surprising, is that it\u2019s both! Successful emails are balanced, beautiful, and pleasing to the eye. They\u2019re <\/span><i><span style=\"font-weight: 400;\">also<\/span><\/i><span style=\"font-weight: 400;\"> filled with valuable, conversion-driven content for your subscribers. And you\u2019ll need to prioritize both if you want your emails to make as much of an impact as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll go over the role that email content and email design play in effective digital marketing. Keep them both in mind when you create your emails, and you should have no trouble <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/content-strategists-guide-creating-engaging-email-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">keeping your recipients engaged<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-44209 aligncenter\" src=\"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/06\/Content-or-Design-What-Matters-More-for-Your-Email-Marketing-SOCIAL.png\" alt=\"\" width=\"1000\" height=\"1000\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">The Value of Email Content<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If we pare down <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/nurturing-leads-with-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">email marketing<\/span><\/a><span style=\"font-weight: 400;\"> to its most basic purpose, then it is, above all, a tool for sending content to prospects and leads. Sending emails is a way to share insights \u2014 and for those insights to drive some sort of action on the part of the reader. That means that the actual text and substance of what you\u2019re sharing is incredibly important.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You never want to email your subscriber list without an apparent reason for doing so. That wastes everyone\u2019s time (including yours) and may make it difficult for you to build and maintain trust with your contact list \u2014 assuming they decide to stick around. The content of your emails needs to provide some sort of value, and it needs to be obvious to your subscribers what that value is.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additional content features that are important to include in your emails include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/benchmarkemail.com\/blog\/use-emojis-subject-lines\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Catchy and engaging subject lines<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Short but descriptive preview text<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A format that isn\u2019t too lengthy and that is laid out in a digestible, easily skimmable way<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A clear and <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/power-strong-call-action-make-click-worthy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">powerful call to action<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A \u201cFrom\u201d line that includes the contact information for an actual member of your sales team<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To get the most bang for your buck when it comes to <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/email-content-gift-drag\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">email content<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019ll also want to make sure that your content is personalized for its recipients. This shows that you both know and care about the needs of potential buyers at all stages of the purchase cycle, and even more crucial, that you have the resources to address those needs. When you personalize your email content, you help build trust and reliability, and you also add that all-important value feature.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Value of Email Design<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everyone loves looking at pretty things \u2014 it\u2019s why photo aggregate sites like Instagram and Pinterest are such mainstays of the digital marketing world. Images and design elements help evoke certain emotions, and those emotions can work in your favor when you\u2019re trying to guide leads to a sale.<\/span><\/p>\n<p><a href=\"https:\/\/benchmarkemail.com\/blog\/6-top-email-marketing-design-tips-to-keep-your-readers-engaged\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Great email design<\/span><\/a><span style=\"font-weight: 400;\"> helps make your messages easier and more interesting to read. And those are both keys if you want to keep your subscribers opening your messages. Think of ways to frame your content that both highlights the most important parts and makes them as entertaining as possible. Paying close attention to these areas will help you do it:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Layout. <\/b><span style=\"font-weight: 400;\">Make sure that the overall layout of your email design is clean and balanced, with just the right amount of white space. Your layout should flow smoothly, and should also be driven to lead to conversions.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Icons. <\/b><span style=\"font-weight: 400;\">Adding small icons or other visual elements like bullet points and checkmarks helps emphasize certain points that you\u2019re trying to make, and also adds some visual diversity to the page.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Header image. <\/b><span style=\"font-weight: 400;\">A well-designed email should always have some sort of image at the header that provides a hierarchy to the layout. These header images will likely look different for different types of emails in your marketing campaign, for example, newsletter headers versus <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/how-to-build-an-effective-email-drip-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">drip campaign<\/span><\/a><span style=\"font-weight: 400;\"> headers versus promo email headers. They should all have one thing in common, however, which is a clear and obvious tie-in to your brand \u2014 and the message that you\u2019re trying to sell.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Logo and colors. <\/b><span style=\"font-weight: 400;\">This is one of the most significant areas for allowing your company branding to come through. Make sure you set clear brand guidelines for these features, and that everyone follows them when adding branding and design elements to your emails.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Font. <\/b><span style=\"font-weight: 400;\">No comic sans here! Keep your fonts clean, modern, and easy to read.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Call to action. <\/b><span style=\"font-weight: 400;\">Use design features to draw eyes to your CTA. Things like click-through images and buttons associated with your CTA will make it more likely that your readers see it on the page, in turn making it more likely that they\u2019ll click through.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Footer. <\/b><span style=\"font-weight: 400;\">The footer is a great spot to add your social icons so your readers can easily find you on other channels. Use icons to call out this section of the message and make it more visually interesting.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Good design and content can make a huge difference in how your emails perform. Understanding the value of both \u2014 and the best practices for deriving that value \u2014 will get you far. Follow the tips above, and you should start seeing great results!\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to email marketing, what holds the most weight, email content, or email design? The answer, which likely isn\u2019t very surprising, is that it\u2019s both! Successful emails are balanced, beautiful, and pleasing to the eye. They\u2019re also filled with valuable, conversion-driven content for your subscribers. And you\u2019ll need to prioritize both if you&hellip;<\/p>\n","protected":false},"author":44,"featured_media":18704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content or Design: What Matters More for Your Email Marketing? - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content or Design: What Matters More for Your Email Marketing? - in\" \/>\n<meta property=\"og:description\" content=\"When it comes to email marketing, what holds the most weight, email content, or email design? 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