What’s the purpose of creating the perfect email kit? Despite the existence of social networks, instant messaging and mobile apps, email still remains one of the most effective means of communication. Performance email campaigns are, furthermore, a marketing lever that should not be underestimated where marketing via an opt-in contact database in the context of an affiliate marketing campaign is concerned. To make the work involved easier, advertisers provide publishers with marketing kits designed for use on third-party websites. Amongst these is the email kit, which enables the advertiser to remain in control of its marketing, its design and the key messages to be shared. Creating the perfect email kit, however, is not an intuitive process. Here we explain everything you need to know about maximizing the effectiveness of your messages!
What is the perfect email kit composed of?
You certainly don’t want to ask your publishers to do the design work in your place. Though some may well be technophiles, others will not be as comfortable with the email design process. This will be especially true if they are not familiar with the subtleties of your graphic charter (colour codes, logo, fonts, etc.). This is where the advantages offered by the email kit come in to play, as it’s ready to be used out of the box and doesn’t require any technical knowledge. Advertisers simply provide an HTML file that the publishers can then import into their email marketing campaign management tool. All the images are hosted on a third-party server – usually the advertiser’s own – which guarantees a high degree of availability and optimized loading times. The kit can also contain tips and advice about integrating the email content into the most popular tools used for hosting opt-in email addresses.
The aim, therefore, is to avoid the need to touch the code, thus saving time and ensuring a coherent style is used. An advertiser that works with several different publishers will thus see its message broadcast in a homogenous manner and in the context of a reliably defined working relationship.
The essential components of the perfect email kit
The better the email kit is put together, the greater the potential return on investment. Trying to manage your kits on the cheap is generally the quickest way to end up with rickety and disappointing campaigns. To avoid this situation, here are the essential elements to retain and include:
Conception and design
A responsive email
Your design must be optimized so it displays perfectly on all platforms and devices. It’s essential that the code is competently and professionally written if the final output is to be of high quality.
The images that make up the email (header, footer, illustrative and background images or ones are taken from the product catalogue) must be optimized (in terms of resolution and file size) to avoid hindering page loading.
A link that leads to a 404 error or a non-existing image on your server are the kinds of beginner’s errors that it’s essential to avoid at this stage.
All the links, buttons and CTAs (Calls to Action) must be tracked using tools that are useful for measuring your campaign’s performance (and improving it in the future, if necessary).
If possible, give your message a more genuine and honest feel by personalizing your email using dynamic tags (first name, surname, sex, geographical location, etc.).
A strong tagline and legible content
An email is not a webpage. The content must be short and comprehensible. The choice of which words, titles, and fonts to use can make the difference between a relevant email and a message that will simply end up going straight into the spam or trash folder.
Content that’s free from spelling mistakes
A simple, basic point perhaps, but always worth repeating!
Content that’s managed and up-to-date
Don’t duplicate old and existing email kits without first checking that the information they contain is still relevant (links, promotional offers, message, visuals, etc.). Always apply quality control measures.
Compliance with the GDPR
European law places certain responsibilities on the advertiser, including when working with subcontractors. Work only with partners you know you can trust and that are compliant with the rules of the GDPR. Here at Kwanko, we work with databases that are signatories to the “Charte CPA” (a French email marketing quality charter).
One of the classic rules, though it should be properly integrated and visible.
The advertiser’s address and contact details
Must be included so the advertiser behind the message can be identified.
To explain why the recipient is receiving the email and in what context.
Armed with all these tips, you now have all the good practice advice you need to create the perfect email kit and optimize your future campaigns. All that remains for you to do is launch yourself into the project and transmit your messages to a receptive and engaged community. Need the services of a graphic design studio? We have a team of web designers that specialize in performance marketing. Contact us to find out more!