Effective emails and proposals often rely on the ability to convey key information without overwhelming the recipient. Traditional methods of attaching documents or including hyperlinks can sometimes lead to clutter and reduced readability.
With UpMail, you can integrate visually engaging content that not only supports your message but also drives clicks to your documents and links. Termed as ‘supporting content’ by the UpMail team, these visual elements play a pivotal role in enhancing the impact of your email communications.
In this article, we’ll explore common use cases for supporting content, how to effectively incorporate them into your emails and proposals and how to gauge their effectiveness.
Supporting Content Use Cases
Supporting content can really be used anytime you want to incorporate a link or attach a document into your email. Here are some common scenarios where it can be effectively utilized:
- Website & Webpages/Links
- Brochure & Presentation Documents
- 360 Images/Videos
- Photo Galleries
- Floor Plans or Capacity Charts
- Menus
- Location & Directions
- Promotions
- Contracts
- Deposit
- BEOs
During the initial setup of your UpMail account, we recommend creating supporting content for all potential links and documents. This proactive approach ensures that your team can effortlessly access the necessary supporting content for each email or proposal, maximizing efficiency.
Creating Effective Supporting Content
To create effective supporting content, it needs to be clear that the image links out to another piece of content. There are two ways to achieve this within UpMail:
1. Labels
Labels are the text that appears at the bottom of the image on a black banner. These are typically used as a call-to-action to inform your reader that this specific block of content is clickable.
For example both “Check out our seasonal offers” or “View our menu” labels offer an instruction that lets your reader know that they can click the content. We recommend starting your call-to-action with a verb such as ‘View’, ‘Download’, ‘Explore’ ‘Discover’, ‘Watch’, ‘Check out’. This makes it clear to the recipient that they need to click on that content to carry out the action.
2. Overlay Icons
When creating Supporting Content, you can add an overlay icon to indicate that the content is actionable. This icon can be used in place of or in addition to a label. You can choose from icons for video, 3D tour, link, or document. These icons can be customized to be either black or white, and can be positioned as large and centered, or small and in the top right-hand corner. This is another tool that can be used to drive more clicks and bring more attention to your documents and links.
> Click here to learn how to add and configure supporting content in your emails.
Supporting Content Effectiveness
As you send out your emails and proposals, you can measure the effectiveness of your supporting content. To do this on a per email basis, go to the 'Emails' page, click on the specific email, then click the Activity Feed to see which documents or links have been clicked.
Additionally, you can identify your top performing content by navigating to Reporting > My Stats, selecting the ‘Top Performing’ tab, and choosing ‘Content’ from the drop-down menu. This will list all the documents and links sent within your emails, ranked by email opens and content clicks, helping you optimize future emails by understanding which content resonates most with your audience.
Supporting content is an integral component of your email that can drive traffic to your website and shape recipient decisions. By following these best practices and effectively measuring and optimizing your content, you can enhance engagement and achieve better results from your emails.