Fourth step of Email Marketing: Define

Point of email

Defining point of email for every instance is crucial for your subscriber’s first impression. Precise segmentation, timing and clarity is what will make your message understood and not pointless. On the other hand, precise definition of every emails’ point from a sender’s perspective is vital for reaching the required clarity. Email marketing`s goal is to make customers content, not bored or rejected. Therefore, it is crucial to have a good reason why is an email taking customer`s time.

Layout

Layout of an email comes before design. It consists of ordering the elements properly so that the requested efficiency is achieved. Whether if is need responsive or scalable design, whether your needs are mostly branding or e-commerce ones, layout is the first step of constructing concrete emails.
Layout is always the first impression, and it is known that the first impression is the one that counts. Placing call to action above the fold, for instance, gets into the field of layout. Colors, fonts and images come slightly after being able to seize the most important part of the email message.

Defining CTA’s

Call to action is a most essential part of any marketing communication. In email, as well as in the whole digital world, CTA’s have been tested, discussed and rediscovered more times that anyone can imagine. A clear call to action that stands in line with the global Value Proposition of the brand, keeps the same tone but is effective in the same time- is the goal of this step. CTA`s have been largely developed during the golden years of Advertising. In email marketing, essential thing with CTA is that it needs to clearly ask for the desired action as the main goal of email is generating engagement – or in other words: getting a click.

Defining landing pages

Where user “lands” after they click through an email message is also the part of email marketing as landing pages prove or disprove user’s expectations.Crafting an effective landing page for every email message in terms of layout, copy, art and code is the goal of this step. Moreover, as the email marketing goal number one is to make `worthy- to see` content, landing page must be worthy for the customers. If customer was called to action by email and customer spends time by responding with action, it needs to be worthy of that, or there is a chance email will be selected as spam next time. Subscribers must get what they are expecting, and proper planning comes first.