Designing for Impact: Email Structures for Retail

[Amy_W]

Click to download PDF.When crafting an email for a retail company, it’s essential to focus on clarity, engaging content, and at least one call to action. Keep in mind that your audience will be more engaged if your email is visually pleasing and well branded. As you build your email, here are a few things to think about:

The top of your email matters the most! You only have 3 seconds to capture interest. Be sure to include a strong, interesting photo that represents your products and brand well. In addition, add clear and engaging headline information. You can draw your reader in with headlines that pique curiosity or leave them wanting to scroll the email for more information. When appropriate, add statements of urgency like 'for a limited time only' or 'Sale ends tomorrow'.

As you move through the creation process, the body of the email should highlight products like new arrivals, sale items, and featured merchandise. Including photographs of your items will help drive your sales and introduce your shoppers to products you have in stock. If you have a website, you can include Call to Action buttons that will direct your customer to shop online and, if you prefer your customers to shop in person, including photos will help them to know what items they will find in your store.

Be sure to keep your email short to ensure your content is read and your reader doesn’t feel overwhelmed with information. Since your focus is retail, you can separate out your content and feature just a few items or product categories in one email. This will help you to keep your email marketing fresh and manageable.

If you start creating your email and would like a little extra help, we have resources to help you along the way. Try our new AI Content Generator for help writing product descriptions and to generate content. Our BrandKit can help you find your logos and brand colors straight from your website. And, if you need help defining your brand or creating a logo, or our Professional Design Services team can help work with you to create something that will bring your brand to life.