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User experience in email campaigns, why it should be taken into account
Value generation
Usability
Easy access
Utility
Reliability
Adaptation to the recipient's wishes
User experience in email campaigns, why it should be taken into account
It is essential that we remember a basic premise: any marketing campaign is carried out to promote a product or service with a view to selling it. And it is clear that, to do so, we must focus on our target audience.
But we go one step further, when we talk about email marketing communication email list actions. We have to imagine that we are the recipient of the email to see what our response and experience would be. This is the key because, obviously, a bad user experience will go against our interests.
A free email marketing tool will help you create mass emails with guarantees. Now, there are a series of basic aspects that you have to take into account. They are the following:
Generating value
An essential aspect in any user experience is that what is received generates value. That is, it is not worth constantly repeating the same message without providing anything new. This does not work in any marketing campaign, but much less in email campaigns.
It should be noted that the opening rate of emails is around 20%. Therefore, to achieve a minimum of interest you have to provide something that generates value.
Usability
Usability is another of the essential conditions in user experiences. That is, that reading the content is easy to read. The design of the email plays a decisive role in this, taking into account the size of the letter, the font, the location, the images and the graphics. Therefore, email design plays a decisive role in ensuring that users do not leave your page.
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Easy access
Easy access is another essential element for a satisfactory user experience. This means that, in addition to easily accessing the information, you can also clearly see which links are available. This, in short, is achieved if the message is structured intuitively and is related to usability.
Usefulness
Usefulness is related to providing value, but they are not synonymous concepts. This has to do directly with what helps the user achieve their goals. Therefore, personalization is essential here thanks to Big Data. A/B testing techniques can help you better adapt the message to what the recipient wants.
It should be remembered that, to avoid problems, data collection must be lawful. Therefore, it will not hurt to remember the guidelines of the European Data Protection Regulation (GDPR).
Reliability
Reliability is directly related to your reputation. Have you obtained personal data lawfully? Do you only send messages when you have something to say? Are your email marketing actions of quality? If the answer to all these questions is affirmative, the user experience will probably be positive because you are a trustworthy advertiser.
Remember, however, one maxim: to be trustworthy, you must be methodical over time. Consequently, it will be necessary to follow a clear plan regarding your policy.
