I have created a variety of emails for both internal and client use. Continue reading to see my email guidelines and best practices as well as some sample work.
Catchy subject line
An informative and/or catchy subject line can make the difference of your email being skimmed over or opened.
Important information at the top
I like to provide the most important and relevant information to the recipient at the top of the email so they immediately understand what they are about to read.
Succinct and informative
An email should be short and to the point. Most users spend an average of 30 seconds looking at an email. I like to try and provide value so they are interacting with the email longer than usual without them losing interest.
Know your tone of voice
Writing in a similar tone to how your customer presents themselves online builds trust and confidence in the recipient.
Marketing: benefit over features
Showcasing value to the customer instead of flashing your company's latest products without relating further can deter people from caring about what you have to say.
Clever follow up emails
Craft a follow-up email that feels more like a continuation of the story rather than sending multiple "are you there?" emails.
Marketing Email For Product Pitch
Mapsted is a company that leads innovation in the indoor navigation space. Specializing in intelligent indoor wayfinding with turn-by-turn blue dot navigation, they are ahead of the competition by offering indoor navigation without all the external hardware that is typically associated with it. They also specialize in advanced analytics and location-based marketing software. Continuously innovating, Mapsted aims to provide solutions for nearly any vertical you can think of.
This template is a marketing email intended to entice facility managers of co-working spaces. Creating a relatable problem space backed by research, I am writing empathetically and then offering an opportunity for a solution by providing different benefits to a selection of products that Mapsted offers. A CTA at the bottom will open up a PDF file of a product sheet, providing more in-depth information. It is important to end the email with an option for the recipient to reach out if they want to speak to a member of the team directly so I also included that.
Tone: Friendly and informative
Subject line: Want to be the most frequented co-working space? Look no further.
Goal: Create a vivid scenario of problems co-work managers have experienced and provide solutions and the benefits that Mapsted products offer. The end goal is that the recipient clicks the CTA at the bottom.
Follow Up Email Template
This template is a follow-up marketing email intended to precede the initial marketing email.
Tone: Friendly and informative
Subject line: Re-route! We want to circle back to our main point of interest- YOU!
Goal: Create a space where the customer feels drawn into the email and wants to continue reading. The end goal would be for the customer to book a demo with a sales agent.
Confirmation Email Template
In this particular email, I was creating a response from Mapsted's Manage CMS Software to inform a user that the Map Team had received their floor plans and that it was a successful upload. This provides feedback to the user that their actions were successful and also reduces anxiety of what to do next by clearly outlining what the following days will look like after their upload. At the bottom of the email, there is an option to contact support if the recipient has further questions.
Mapsted is a company that leads innovation in the indoor navigation space. Specializing in intelligent indoor wayfinding with turn-by-turn blue dot navigation, they are ahead of the competition by offering indoor navigation without all the external hardware that is typically associated with it. They also specialize in advanced analytics and location-based marketing software.
Subject line: We've received your floor plans!
Goal: Inform and provide feedback that the user's action of uploading their floorplans was successful and reduce anxiety by describing the steps going forward.
*Design is from another designer. The copy is my own.