With Mailchimp’s marketing automation tools, you can create targeted emails that send when triggered by a specific date, event, or activity. It’s a great way to take some manual tasks off your plate while keeping your customers engaged.
But how do you make your automated messages feel personal and relevant?
By making intentional design decisions and crafting your messages—including your store’s order notifications—with care, you can use automation to build your brand and establish credibility with your audience. Here’s some advice to help you get started.
1. Match the look and feel of your brand
Mailchimp’s campaign builder makes it easy to customize your layout and design, so your audience will always know the email is coming from you. Include your logo, name, or other familiar imagery in a prominent location—like the header of your email—to foster brand recognition.
Select a color palette and font similar to the ones you use on your website. Add relevant images to showcase new store arrivals or give your audience a behind-the-scenes look at your business.
And, if you’ve connected your store, you can even include personalized product recommendations to suggest items your customers will love.
2. Make your campaigns accessible for everyone
According to the World Health Organization, about 15% of the world’s population lives with some form of disability, and that number is growing.
It’s important to make design choices that allow people with disabilities to access, perceive, and interact with all your content. A beautiful email that isn’t accessible can negatively impact your business and potentially alienate a portion of your audience.
For example, when choosing font sizes, try implementing the “arm’s length” rule for mobile. Send a test of your email to a mobile device, then hold it at arm’s length to see if the content is still readable. If it isn’t, consider increasing the font size and weight.
Designing with all users in mind can be difficult, but we’ve compiled a list of best practices that can help make it easier. There are also tools and resources, like WebAIM, that help show you how your email will be received by people with different disabilities. They have simulators for screen readers, low visibility, dyslexia, and distractibility. Their contrast checker helps you test the readability of your text, links, and buttons on different background colors.