Email is typically used as a one-to-one medium. As a marketing medium it remains most powerful when it closely emulates one-to-one conversations with our subscribers. We spend a great deal of time making sure readers see the message we want them to see. But how much time do we actually spend on designing the email so that it's easy to navigate?
Probably not nearly enough!
Let’s face it, subscribers don’t always open your bulk email marketing message just to see your offer or read your articles. They may have other motives for opening it. They might want to unsubscribe or simply change their preferences, comment on something you wrote or ask a question. You need to make it as easy as possible for them to do what they want to do with your email, not just read the content and take the action you want them to.
If your newsletter design merely replicates your website or landing page, then it's not ideal for your email content. Crucial information that may be relevant to a reader probably isn’t placed where they can find it easily. You must design your newsletters with navigation set up specifically for the email user. Make it easier for them to communicate with you, be it to initiate a new conversation or continue an existing one.
To illustrate this point, look at the last few emails you sent. How quickly can you navigate through the newsletter to find things other than the Basic content? Can this be done in a few seconds? Will the reader be able to do this without getting frustrated or will they have to abandon the newsletter and head straight to the site map to find what they are looking for?
One of the best ways to create good navigation is to place all of this crucial information in an easily accessible location that stays the same from issue to issue. First think about the way your users will want to interact with you via your email, then review your existing email marketing templates and decide on the best place to locate this information. Often a place for bookmarks and links near the top of the email is a good choice. The following is a list of more common functions that should be included in your email in addition to the Basic content:
- Unsubscribe link.
- Links to specific product information, full articles, or forms on your website.
- Link to email preferences/update profile page.
- Ask about a purchase, company policy or content in the message.
- Comment on a story/provide feedback.
- Listing of your email address to be added to subscribers' safe senders list.
- Link to back issues or other offers, as appropriate.
- Phone, email or mail contact information for newsletter staff or related departments, such as ad sales or customer service.
- A link to your Privacy policy.
- Forward to a friend instructions.
- Link to related information or offers, products or services at your Web site.
- Description or link to shipping and return policies.
So there you have it, a few ideas to get you started. These suggestions are not a definitive list by any means it, but should be enough to help you come up with some ideas of your own!