Keep it clean.
I don’t want to be bombarded with lots of images and bright colours, that makes my head hurt. Keep it clean. A nice refreshed look with plenty of space gives me time to think and take your email on board. Take this email from PGA, clean neutral colours with a good amount of text, outlining the story.
What’s your digits.
So I’ve actually decided to open your email and it has caught my attention with your content. The internet is a scary place and sometimes I want to speak to a human. A nice prominent number like Affordable Supplements have done, is perfect.
Adding a video of your new up and coming product will make me curious, so show me what I could be buying. You’ve exploited my curiosity and now you have my attention. I’ll be more likely to buy your product now you’ve teased with all its endless possibilities. Just like EA have done with FIFA 15.
Sidebars and Menus.
Make me feel like I’m not your website. Creating an email that contains menus and sidebars that wouldn’t look out of place on your website, shows me you actually care a little bit about your brand. It also saves me having to scroll through information that is irrelevant to me. If I have to do the looking, the chances are, I’ll get bored and move on. Adidas have done it perfectly here, I’m a bloke so I’m clearly not interested in women’s running shoes or clothing. It allows me to go straight to their mens range without all the hassle of finding it!
Don’t just use me.
I’ve purchased your product and you’ve got your money, but don’t stop there. Some people may find it annoying but asking me about my recent purchase makes me feel like you really want to hear what I have to say about and that you care about your product. American golf do it well here, they just want a quick review of how I’ve found the product so they can inform others of what others actually have to say about it. But also don’t make it demanding. Use soft words that’ll get me to write a review, not make it a chore.