The most memorable dinner parties offer great food, an amazing experience, and carry a theme through every interaction. The most memorable digital marketing campaigns serve up the right content with a spread of visuals that inspire the right prospects to take a taste of what you are offering and entice them to take a seat at your table. That’s where engaging creative comes into play. It’s the secret sauce that will capture your audience’s imagination and grab their attention.
Use these five creative best practices to optimize your user experience, increase engagement, and make the biggest impact with your digital marketing campaigns.
1. Keep it organized
First impressions make a difference. People spend fewer than 9 seconds (8.97, to be exact) reading an email.1 When you organize emails and other campaign assets so they’re easy for readers to navigate, you make the most of users’ limited time and improve their experience. A few ways to achieve this:
2. Make it customized
With a dinner party, customizing every aspect turns your soiree into a must-attend event. The same is true with digital marketing campaigns. The more you customize, the better response you’ll get. Two must-haves:
3. Keep it consistent
Whether it’s a dinner party or a digital marketing campaign, reminders encourage your audience to take action. Data shows that it takes anywhere from 8 to 12 reminders—or touches—to convert a prospect into a lead.2 The success of your digital marketing campaign will rely on creative that sends a consistent message at each of those points of contact.
4. Optimize it based on data
If you burn the main dish, there’s little you can do mid-stream to save your dinner party (Other than “Hey, let’s order pizza!”) But within a digital marketing campaign, there’s always a fresh opportunity to make tweaks and deliver better results. Two ways to accomplish this:
5. Make it visual
We don’t know how many dinner party invitations you get each year, but the average office worker gets 121 emails a day.3 That’s why templated approaches to campaigns won’t cut it anymore. The best way to rise above the noise creatively is to make the imagery inside your email memorable.
Images are often the first thing an email reader sees, and they might be what they remember the most. Carefully consider every image you use. Make sure they don’t look too much like “stock” photography or items that your audience sees time and again. Answer these three questions: Is your image eye-catching? Is it relevant? Is it appropriate?
Spice up your digital campaign creative
Ready to make your next digital campaign as buzzworthy as an amazing dinner party? The Simon Group can help you set the perfect mood. Our designers are master-certified in Eloqua and continually push the boundaries of Eloqua, Pardot, and other marketing automation platforms. They also continually develop and expand their knowledge of the latest design trends so they can help our clients succeed.
If you’re struggling to get meaningful results from your campaigns, we’d love to help.
1. Litmus, 2022 Trends in Email Engagement
2. HubSpot, “The Ultimate Guide to Prospecting: How Many Touchpoints, When, and What Type,” Updated March 17, 2021.
3. Livewire, “19 Fascinating Email Facts,” March 15, 2020.