Email is a powerful digital marketing tool for most industries, including architecture. By delivering a targeted message directly to the inbox of your subscribers, email marketing can help generate leads and improve ROI, unlike any other platform. However, throwing together an email without putting thought into the science behind your design can lead to disastrous results. Similar to designing a building, designing an e-blast takes thought, logic, and creativity.
Make it Accessible
If you placed the entrance to your building 5 feet above ground, potential visitors would take one look and walk the other way. Even if a visitor had a ladder to get into your building, they would likely find it too taxing and give up. When it comes to email marketing, having a design that is not mobile friendly can have the same effect. According to Litmus, nearly half of emails are opened on smartphones and tablets. All of these visitors accessing your e-blast from a mobile device will find it too difficult to consume and exit before reading. This is a sure fire way to lose leads. Improve your ROI in a matter of weeks by transitioning to a responsive email template.
Don’t Make It a Maze
Just as you want the interior of your building to be easy to navigate; your e-blasts should be straightforward and conversion-focused. The feeling of being lost in a large building is disconcerting. Not knowing which doors to go through and feeling like you are walking in circles can be frustrating. This is also the case with email. Your e-newsletters should be to-the-point. Make it easy for readers to understand what the key takeaways are. Don’t forget to include strong calls to action (CTAs) that point your readers in the direction of a specific conversion. Incorporating large, bright buttons that direct users to your website are a classic strategy!
The way your building looks on the outside is just as important as the way it looks inside. It doesn’t matter if your building has marble floors and grand staircases, no one will make it that far if it looks like an abandoned warehouse from the sidewalk. Similarly, boring, sales-y or downright confusing subject lines will also scare away visitors. It is important that you make your email subject line inviting. This means adhering to best practices in regards to length, content, and punctuation. We recommend keeping your subject lines under 50 characters. Also, avoid excessive punctuation to steer clear of spam filters. Words like ‘Free’ and ‘Buy Now’ are likely to get caught in spam filters as well and should be avoided whenever possible.
If you need assistance designing an e-blast for your architecture firm, please don’t hesitate to contact Informatics.
View the other Architecture digital marketing blogs from this month:
3 Simple Keys to Keeping a Successful Architecture Blog
3 Search Engine Optimization Tips for Architecture Websites