Successful design, in any medium or with any goal, follows two basic principles: design must guide and design must entice. But considering you have only a few seconds to have your event email read, it’s more important than ever that you design with your call-to-action in mind. With these principles in view, we selected a few examples that help to illustrate “guide and entice” design concepts, more clearly — as well as sharing specific examples that can help drive new leads, or traffic, to your events.
Design can move a reader’s eye to important information. Generally readers will scan the layout first and then delve into the details if they are interested based on what they initially experience with the layout and flow. The design goal is to engage immediately. In doing so, guiding what the viewer sees and in what order is important to consider when planning design layout. In event email marketing, event details should be up-front and above the fold. The pertinent information of who, what, where and when of an event separates this type of email marketing from the rest.
This Webcast announcement from Salesforce.com does a nice job of moving the eye across the most important information. It emphasizes the right content to draw in the reader.
As important as presenting the key information, a good design also needs to guide the reader to a clear and concise call-to-action. It easily guides the reader toward the action desired for the recipient to take, increasing the chance of a click-through. Make sure you tell your audience what to expect when it clicks through by providing as much information as possible so it doesn’t have to search for details. At the same time, the email message needs to be short and attention grabbing.
Knowing your audience is key to any marketing message. A relevant message, clear concise content and the sequence of the message is key, framed with complimentary graphics. Your goal is to generate a response and cultivate the lead. What would your audience like to see? What is going to inspire them to click and take action?
Another way to make an impression is to create graphics or themes that emphasize the event details. Even if your event isn’t at a luxe hotel at a beach destination, leverage whatever backdrop or themes you have to create visual impact in your email. Any part of the event that stands out will help get people in the seats. It’s all about creating a visual communication and impression that will entice them to click, signup and register to attend.
Do you have an example of good event email marketing design that you’ve used that drove traffic to your event, booth, or location? Please post it on our Facebook site. We created an album for you to share your designs with each other. Just hit the “Like” button and start posting.
Dean Silvestri is Senior Art Director at Lyris.