How Utilitarian Design Can Double the Click Rate of Email Campaigns
Posted: Wed Jan 25, 2023 4:05 am
Today we will talk about effective design, marketing metrics and why regional shopping centers are not so wrong. Maria Artemyeva CRM marketing expert The main specialists in CRM marketing are a marketer and an analyst who, based on customer data, develop a strategy for managing behavior (purchasing). But it is important to understand that when a client receives an email newsletter, he does not see the processes of analysis or segmentation - in front of him is a picture, text, banner, landing page. Ultimately, it is the design by the hand that leads the client to the target action. I propose to talk about design not in terms of aesthetics or good taste.
And about one that can be called a utilitarian, effective tool for achieving the whole action of an email campaign and increasing the Click Rate in an email campaign. Utilitarian design in my view (and in this article) is a design that performs the main marketing task of communication, leads the client to the target action. Created with an Lebanon Phone Number List understanding of how the human perception of visual information works. In other words, utilitarian design cannot exist in a vacuum, on its own, because "the designer sees it that way." In marketing, it happens that the fantastic work that we see in Behance cases and the utilitarian design contradict each other and cannot exist together. Beautiful design is not always effective. Ugly design can achieve the intended effect.
Of course you can say that there is a third thesis: every beautiful design must achieve the desired effect. In an ideal world, yes, but the tasks of a business and, as a result, marketing and design may be different. Imagine a small shopping center in a provincial town, such a former household. It is full of signs and advertising banners. Before putting an end to this design and giving it the title of "bad taste", you can think about whether it leads the recipient of information to the target action. With the help of its facade, the shopping center can convey two messages to visitors and casual passers-by at once: - come in, we have a huge selection of goods - there is everything you need; — do not worry about the prices, mostly inexpensive goods and services inside.
And about one that can be called a utilitarian, effective tool for achieving the whole action of an email campaign and increasing the Click Rate in an email campaign. Utilitarian design in my view (and in this article) is a design that performs the main marketing task of communication, leads the client to the target action. Created with an Lebanon Phone Number List understanding of how the human perception of visual information works. In other words, utilitarian design cannot exist in a vacuum, on its own, because "the designer sees it that way." In marketing, it happens that the fantastic work that we see in Behance cases and the utilitarian design contradict each other and cannot exist together. Beautiful design is not always effective. Ugly design can achieve the intended effect.
Of course you can say that there is a third thesis: every beautiful design must achieve the desired effect. In an ideal world, yes, but the tasks of a business and, as a result, marketing and design may be different. Imagine a small shopping center in a provincial town, such a former household. It is full of signs and advertising banners. Before putting an end to this design and giving it the title of "bad taste", you can think about whether it leads the recipient of information to the target action. With the help of its facade, the shopping center can convey two messages to visitors and casual passers-by at once: - come in, we have a huge selection of goods - there is everything you need; — do not worry about the prices, mostly inexpensive goods and services inside.