Design of the marketing e-mails


Marketing e-mails  are the strong communication tool between service and users. The more tight relationship could be established if the service will send a consistent chain of different e-mails to its customers. Ian Brodie suggests that e-mails should be sent frequently, as “little and often” almost always beats “big and infrequent”.

To design effective e-mail, it is important to understand its integrated layout. Chad White gives an example of the rough e-mail template which could be implemented to the price-tracking services marketing e-mails. During the designing process following factors should be considered:

  • e-mail should be easy scanned because users don’t read but skip them;
  • it should be clearly branded, users should recognise service style and logo;
  • main e-mail information should be placed on the top of the layout, in the “primary message” according to the following template;


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Marketing e-mails Research and User Testing


Marketing e-mails is the powerful communication tool between service and customers. Researches show that 40 times as many purchases came from emails than from Facebook or Twitter. That is why it is important to investigate e-mails from the user perspective more deeply. All e-commerce and service platforms attempt to attract as many loyal subscribers as possible. Registration forms became simplified to increase the opt-in rating as much as possible. Therefore, people daily receive plenty of advertisements e-mails. Graphic 1 ( demonstrates the proportion of different types of e-mails in the typical inboxes.

The Consumer’s Inbox: Types of Messages

types of emails

Price tracking services should put a lot of effort in the professional design to conquer the trust of prospective users. The formula for increasing subscribers could help to attract customers concerned with the values of the site. It includes:

  • determine the clear value of what users will get from marketing e-mails;
  • create the clear message with an immediate problem solving for your users;
  • make the process of registration/signing for e-mails as simple and unbiased as possible. It is important to reduce social costs by using such principles as:
    • keeping form short and easy;
    • requesting the personal information only if necessary. For example, name of the subscriber could be used in personalising an e-mail which will bring positive impact on the relationship with the customer;
    • designing the error messages to reduce an effort of resolving a problem. 
  • increase trustworthiness by showing evidence of social proof and professional user-friendly design.

By signing up for the service, users demonstrate willingness for seeking a solution to their problems – save money on products. Therefore, e-mails will provide ideas for the answer, called Lead Magnets (Ian Brodie). For the researched services, it will be immediate value of the opportunity to buy the wishful items which dropped at a price. Nicely designed e-mails with clear focus on customer needs and desires is the strong B2C tool. Focusing on the multi-platform view of the e-mail is one of the integral parts of the interaction with the customer. As Graphic 2 ( shows, significant part of the e-mails opens from the smartphones and the most active e-mail reading time, according to the recent research, is between 5 and 8 am, presumably during the computing to work. Therefore nicely designed e-mails with a clear call to action are utterly important and will not procrastinate user from buying the item immediately.

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User Journey for the Price Tracking Service


User Journey is powerful UX specialist instrument which helps to understand needs of your users more deeply and uncovers aspects of interaction with your product in a detailed way. The important start point for the User Journey creation is to specify your target audience and to visualize one or more of your potential users – create a Persona. You should breathe life into your imaginative future customer and fill them with a bit or a lot of personal characteristics, background and aims.

Persona I created for my User Journey for Price Tracking Service is the typical representative of young professional which works hard, likes new technologies and gadgets, advanced Internet user which commonly buys goods from e-commerce websites.


The next step is to identify main touchpoints for interaction with the product. In my example, user’s start and finish points are the amazon website and the aim of the Price Tracking Service is to provide a user with more valuable, money saving experience of buying products. Every touchpoint should include Persona’s emotional feelings, motives and behaviours. Finally, the User Journey should include suggestions for the future improvement for every touchpoint.

There are some links about User Journey I found very interesting:

Experience maps and user journeys

How to Create a Customer Journey Map