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The email subject line is a brief, attention-grabbing phrase that summarizes the content or purpose of an email. It serves as the first impression.

kak-napisat-temu-email.png

This article help you improve your email subject lines and increase attention to your emails.

How to Write Engaging Email Subject Lines: 20 Tips

<Img
img="/uploads/podpis_v_pochte_f8fd9ee0ce.png"
alt="How to Create a Signature in Outgoing Emails"
/>

In email marketing, it's essential to not only craft attention-grabbing subject lines but also to conclude your communication effectively. An email signature is a component that fosters trust in your brand, simplifies customer interaction, and even promotes products and services. In fact, [**62%**](https://www.soocial.com/email-signature-statistics/) of marketers use the email footer for marketing campaigns.

Creating an email signature should be a well-thought-out action. Many opt for specialized services or generators while adhering to common guidelines. In this article, we'll delve into configuring an email signature, making it personalized and impactful, both in terms of branding and marketing.

## Why an email signature matters

An email signature is a must-have for brand communications. This seemingly small detail becomes the 'face' of your company and a crucial element in building its reputation.

Here's why an email signature holds value in your emails:

[**Personalization.**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) By communicating from a recognizable sender's name rather than an impersonal account, brands garner more customer trust.

**Brand recognition.** A well-designed email signature with your company logo that recipients see frequently becomes memorable. People become accustomed to your brand, making them more likely to recognize your products across various platforms, both online and offline.

**Communication simplification.** Typically, an email signature includes contact details such as email and phone numbers. This ensures customers always know where to reach out for inquiries or feedback.

**Cross-channel promotion.** Email signature text often incorporates icons of other brand social media channels, enticing users to visit and follow. It's a simple, cost-free way to grow your audience and develop omnichannel presence.

**Product and service promotion.** Email signatures can feature call-to-action buttons and promotional elements like banners showcasing special offers or appointment booking forms.

## Elements of the email signature

There are various ways to complete an email. Let's examine a comprehensive email signature example from **utm.io** to illustrate.

<Img
img="/uploads/image15_14f53a0c71.png"
alt="Example of a signature with the logo"
/>


Here are the key elements to include in any email:

- brand logo;
- physical company address;
- links to social media accounts;
- update email preferences link.

There can also be additional elements, important but not mandatory:

- brand slogan and appreciation message;
- explanation of why the customer received the email (self-subscribed);
- location link, etc/

If your brand communicates from the perspective of a specific manager or a group of individuals, email signatures should also feature their names, titles, direct contacts (if appropriate), and optionally, photos.

<Img
img="/uploads/image3_62f39966a3.png"
alt="Example of a signature with the photo"
src="Example of a signature with the photo"
/>



## Tips for making a signature in mail

A successful email signature is concise yet includes all essential information for the client. Here are tips for creating one:

- Provide contact options with the company or specify that questions can be asked via reply or a dedicated form on the website.<p>
</p>

- Design the signature to align with the brand's corporate style, considering the overall email design. Fonts and colors should harmonize while being noticeable.<p>
</p>
- Incorporate visuals like a logo icon and an employee's photo if the communication is from their perspective.<p>
</p>
- Craft legible text without excess, creating an appealing signature. Highlight key elements and condense information into a few lines (up to six).<p>
</p>
- Include links to other communication channels with recognizable clickable icons. Incorporate calls to action like “Contact us” or “Subscribe here.”<p>
</p>
- Integrate selling points when necessary. While main offer details are in the email, it's permissible to include links to case studies, blogs, or [**lead magnets**](https://altcraft.com/blog/what-is-a-lead-magnet) in the signature. Utilize UTM tags for tracking.<p>
</p>
- Enhance the signature with brand quotes or slogans, maintaining moderation in content.

**Attention!**

- Ensure users always have the option to unsubscribe directly from the email. The unsubscribe link should be included within the digital signature, while the support email address can remain for other queries. If users can't easily unsubscribe, they might mark your email as spam and report the sender.<p>
</p>

- Adapt signatures for mobile devices.<p>
</p>
- Regularly verify contact details and link functionality.

## How to make a signature in Gmail, Outlook, Yahoo Mail
### Gmail
An email signature in Gmail can be consistent across all emails or configured separately for  outgoing and reply/forward messages. To set this up, follow these steps:

- Click on the “Settings” gear icon in the upper right corner.
- Choose “See all settings” from the dropdown menu.

<Img
img="/uploads/image17_311089d39b.png"
alt="Settings in Gmail email client"
/>

- Give a name to your signature.
- Configure the content, its design, optionally add a picture.


<Img
img="/uploads/image2_aaaa250db2.png"
alt="Configure the signature in Gmail"
/>


### Outlook

Creating an email signature in Outlook is also done through a new email. In a new message, go to the “Message” tab, click on the “Signature” icon, and select “Signatures.”

Click “New” and give the signature a name. Then, using “Edit signature”, input your details. Templates are also available.

<Img
img="/uploads/image18_bd6cb92178.png"
alt="Configure the signature in Outlook email client"
/>

### Yahoo Mail

Login to Yahoo. Click Settings on the upper right-hand side. Click the gear icon and choose "More Settings." Select Writing Email from the left side menu. Then select your yahoo email address. Find the "Signature" section and toggle on the Signature switch to the right.
Type in your signature or paste it in as HTML. Scroll down, hit "Save," and it's set for outgoing emails.

<Img
img="/uploads/image10_19ee82bc03.png"
alt="Configure the signature in Yahoo Mails"
/>

## Some services to create a signature in the email

Configuring email signatures is a task that can be easily automated with specialized services. Let's explore popular options.

<Table>
| Service | Description |
| ------ | ------ |
| [**Stripo**](https://stripo.email/signature-generator-tool/) | The signature is generated after adding information to one of the templates. You can include a logo, photo, social media icons, and customize colors and font styles. The service offers a user-friendly interface. |
| [**ThriveDesk Email Signature**](https://www.thrivedesk.com/email-signature-generator/) | Generates signatures in real-time. You simply need to fill in the form fields (name, contact details, company information), choose colors and a template. |
| [**Hubspot**](https://www.hubspot.com/email-signature-generator) | There are several ready-made options with customizable CTAs for creating a signature, without the need for HTML or coding knowledge. The service offers a pleasant and user-friendly interface. | 
| [**WiseStamp**](https://webapp.wisestamp.com/editor) | A versatile generator for personalized and creative signatures. The editor allows you to add videos, quotes, images, CTAs in the form of banners, buttons, schedules, and other elements. |
| [**Si.gnatu.re**](https://si.gnatu.re/) | A platform where you can easily create fully personalized designs: adjust image sizes and even add a selfie, especially if the signature is for a manager. It offers dozens of ready-made icons to link to other brand channels. |
</Table>

## How to create a signature within Altcraft Platform Template Editor

[**Altcraft CDP**](https://altcraft.com/en)  includes an email editor, where creating a signature will take just a few minutes.
1. First go to **Templates** — **Create**, and select **Editor**. 

<Img
img="/uploads/image8_f4ec023e83.png"
alt="Select method of creating the message template"
/>

2. Then click “**Email**”

<Img
img="/uploads/image5_a7aac81a7d.png"
alt="Select sending channel when creating template"
/>

3. By default, the HTML version of the email will open. Switch to the “**Visual editor**” (located at the top right corner of the editor).

<Img
img="/uploads/image16_b3812f817f.png"
alt="Visual editor "
/>

4. On the right sight of the window select **Blocks**, then select the appropriate block on the right among **Text**, **Image with text**, **Text with image**, **Menu** and **Socials**.

<Img
img="/uploads/image11_dcd40b4ebc.png"
alt="Select the appropriate block for a message template"
/>

5. Let's imagine you need a signature with an image. Add the desired template to the end of the email.

<Img
img="/uploads/image4_1049b4ab8c.png"
alt="Structure of a signature block in message template"
/>

6. Fill in the template with information and upload a photo of the manager who handles the correspondence.

<Img
img="/uploads/image1_8753ba3717.png"
alt="Fill in information in a signature block in message template"
/>

7. Drag and drop the block with social media icons (if reqired). Keep only the ones that are relevant to you.

<Img
img="/uploads/image7_247bc76915.png"
alt="Add social media icons in a signature block in message template"
/>

8. The link to another communication channel is added in the right menu. Click on the icon and insert the address of your page or group here.

<Img
img="/uploads/image_1_9b8f065c5f.png"
alt="Add link to a social media in a signature block in message template"
/>

9. Do not forget to save the changes clicking the check mark.

<Img
img="/uploads/image_2_aae0f7337d.png"
alt="Save changes clicking the check mark"
/>

In the editor, you can also see how the email content appears on different types of screens. To view this, click on the device images at the top of the editor.

<Img
img="/uploads/image_3_8a22e5bdcf.png"
alt="View your template on different devices"
/>


The template element with an unsubscribe link is automatically added at the end of the email.

<Img
img="/uploads/image6_c3302dd892.png"
alt="Add an unsubscribe link"
/>

## Summary

An effective email signature serves to enhance brand recognition, streamline communication with customers, foster trust, and can even contribute to marketing campaigns. Typically, email signatures include contact information, logo, links to other social media platforms, and an unsubscribe link. Additional elements like a geographical address (if relevant), slogan, and persuasive elements could be added. If emails come from specific managers, their name, title, and the possibility of adding an avatar should be included.

Signatures should be concise, align with the overall email style, and feature legible text. Special generators are used to create this element, making it easy to design a personalized format. For instance, [**Altcraft Platform**](https://altcraft.com/features/cdp) allows the addition of a unique signature through a visual editor with just a few clicks.



An effective email signature contributes to marketing campaigns. Signatures should be concise, align with the overall email style, and feature legible text. 

image13.png

Learn tips for creating impressive signatures in emails that increase customer engagement and contribute to your business.  

Signature in Emails: Why Needed, Requirements & How to Make

How to Create a Signature in Outgoing Emails

<Img
img="/uploads/akcionnye_rassylki_c242b92ebd.png"
alt="Email Campaigns About Promotions"
/>




Customers love discounts and often subscribe to brand newsletters to not miss out on lucrative offers. Companies are well aware of this and periodically organize promotions to boost sales, draw attention to new products, or re-engage subscribers.
Promotional email campaigns are used in both regular and situational marketing campaigns, covering various marketing channels. Sending promotional messages via email remains one of the most popular ways to capture customers' attention with special brand offers.
In this article, we will discuss the different types of promotional campaigns, how to create them, and provide examples.
## What are promotional email campaigns and why do you need them


A promotional email campaign is a message or a series of emails that inform subscribers about discounts, sales, and special offers from a brand. The goal of such emails is to sell products and services within a specific time frame. The limited-time nature of discounts or a limited quantity of available items motivates subscribers to make purchases quickly.


Usually, these promotional messages are sent to prepared and loyal customers who are familiar with the brand and have intentionally subscribed to the company's marketing channels to receive timely information and attractive offers.


Promotional email campaigns are a versatile approach that suits any business direction. People love and anticipate discount periods, and sellers use them to stimulate sales, introduce less-known brands into their range, or simply clear out excess inventory.
## Types of promotional emails


Promotional campaigns are typically classified into three types.
<Table>
| Type of campaign | Descripton |
| ------ | ------ |
| **Regular** | They are launched periodically, possibly always at the same interval. *For instance, a brand might have a new promotion every month, while a construction company changes its offers once per quarter.* |
| **Situative** | They are done in honor of holidays or [**newsbreaks**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it): expected or unexpected occurrences (football championships, movie premieres, and so on). *Traditionally, promotions take place before New Year, Easter, and other holidays. A brand's anniversary is also a reason to launch a promotion.* |
| **Seasonal** | Planned sales (often large-scale) during the change of seasons. *For instance, discounts on winter footwear right before spring to reduce the amount of inventory in stock.* |
</Table>

Messages about promotions are also categorized based on the types of offers. This can include a discount on:


- one, several, or a specific group of products;
- the entire assortment;
- the second/third or related product;
- certain products during "happy hours."


Instead of discounts, customers may be offered gifts or special conditions (free delivery and others). The mechanics of discounts are only limited by the marketers' imagination. However, the choice of promotion type and the message for distribution that a customer receives always depends on the business goals.


## How to create an email campaign about a promotion


**1.** Define the goals of the promotional campaign: to inform about discounts, increase sales, boost website traffic, and so on.
<p>

**2.** Set a specific timeframe for the promotion, clearly indicated in the email. Regardless of whether it's an email, push notification, or [**SMS campaign**](https://altcraft.com/blog/sms-marketing), the promotion should have a time limit. Otherwise, customers might delay their conversion or forget about it.
<p>

**3.** [**Segment your audience**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) to personalize offers. *For example, offer loyal customers a discount on an additional item, as they are likely to make a purchase anyway. For the rest of your* [***customer base***](https://altcraft.com/glossary/everything-about-the-customer-database), *provide a 30% bonus on their first order.*
<p>

**4.** Determine the frequency of emails sent to a single email address. If the promotion spans over a longer period, consider sending multiple reminders to ensure that customers don't miss out on the attractive offer.
<p>

**5.** Write the email content, including:

- A headline with the offer (usually displayed on a banner).
<p>

- Description of the promotion, both the general details and specifics of individual products (if applicable).
<p>

- Additional information about related promotions or other offers. However, it's generally better to focus on one promotion per email.
<p>

- [**CTA**](https://altcraft.com/blog/what-is-cta) button for making a purchase. It should be prominent and lead to the website. At the bottom of the email, include an unsubscribe link and additional contact information for the company.

**6.** Create an appealing email design. Avoid overloading the email with images to ensure quick loading. Also, ensure that the layout is mobile-friendly.
<p>

**7.** Come up with a clear and engaging subject line and [**preheader**](https://altcraft.com/glossary/preheader-why-it-is-required-and-how-to-create-it) (a brief description after the subject line) that immediately convey the content or intrigue the recipient. If a subscriber doesn't open the email, all other efforts will go to waste. Therefore, a well-crafted subject line is crucial for the success of your email campaign.
<p>

**8.** Launch the campaign and analyze its effectiveness. Make adjustments if necessary and feasible based on the campaign's performance.

## Examples of promotional email campaigns


### **Subject Line:** Up to 20% Off! 📣 Spend & Save on NOW!


This promotional email showcases a vibrant color palette for added impact. The email features a striking header that boldly announces the special offer, coupled with the coupon code and collection links. The subject line is equally captivating, promptly unveiling the offer's benefits.

<Img
img="/uploads/image1_843b4302d0.png"
alt="Up to 20% Off! Spend & Save on NOW!"
/>

### **Subject Line:** Flash Sale ⚡30% Off Cosmetics


Scheduling a time-sensitive flash sale email taps into audience FOMO. Check out Swati Cosmetics' site-wide flash sale example. Sent to loyal customers and subscribers familiar with the brand, the email's bold design and vivid CTA colors grab attention.



<Img
img="/uploads/image2_275661492b.png"
alt="Flash Sale 30% Off Cosmetics"
/>


### **Subject Line:** Our New Collection Is Finally Here


Informing loyal customers about your latest launch or collection is an effective way to demonstrate your interest in them. Follow Valentino Beauty's lead with their announcement email for the new spring collection. The email sparks interest in trying new nail polish colors and strategically places a contextual CTA to shop the spring collection, encouraging users to explore the new products on the website.



<Img
img="/uploads/image5_8d250b4d9d.png"
alt="Our New Collection Is Finally Here"
/>

### **Subject Line:** Why Is Renting a Car So Chaotic?


Using email to boost blog or website content is a proven strategy. Marketers use email lists to drive website traffic. Craft a content promotion email with blog links, inspired by Apple. This targets subscribers interested in updates and includes relevant blog links. Automated through email tools, you can replicate this with your RSS feed for content promotion.



<Img
img="/uploads/image6_3b10917328.png"
alt="Why Is Renting a Car So Chaotic?"
/>

### **Subject Line:** Last Chance for Easter Delivery 🐇


Sending holiday promotion emails at season's end or during festive periods boosts engagement and capitalizes on the holiday shopping mindset. Brands craft elaborate holiday campaigns for a slice of the revenue pie. Consider this M&Ms email example: a vibrant theme with testimonials prompts Easter purchases. A last-minute reminder and shipping assurance taps into subscribers' FOMO, driving impulse buys.



<Img
img="/uploads/image3_4eda1cb9a2.png"
alt="Last Chance for Easter Delivery"
/>

### **Subject Line:** Shayla, NEW! Collect our second enchanting Disney 100 charm ✨

Utilizing promotional emails for product launches can intrigue subscribers to explore your new offerings online. Consider Pandora Jewelry's sophisticated product launch email as an example. It introduces their Disney collaboration range, featuring elegant charms available for online purchase. The personalized subject line and email note attract charm and Disney enthusiasts. High-quality product images further captivate attention, encouraging clicks.



<Img
img="/uploads/image1_15a32ff87d.png"
alt="Shayla, NEW! Collect our second enchanting Disney 100 charm"
/>



## Summary


Promotional emails are one or multiple messages, often emails, that inform subscribers about special offers from brands. These emails (or SMS, Push notifications, etc.) are used to increase sales, attract customers to lesser-known brands, or clear excess inventory through sales.
Typically, regular, seasonal, or situational campaigns are launched, triggered by specific events. To create an email campaign for a promotion, the first step is to set a goal, segment the audience, and establish discount limitations. Following this, the email's content is crafted with a compelling subject line, clear preheader, and noticeable CTA. Design is also important, with a focus on avoiding cluttered visuals.


Promotional emails, including SMS, Push notifications, and more, inform subscribers about brand offers, aiming to boost sales and clear excess inventory.

image7.png

Learn how  promotional emails inform subscribers about exclusive offers and drive results.

How to Create Email Campaigns About Promotions & Examples

How to Create Email Campaigns About Promotions: Effective Examples

<Img 
img="/uploads/invertirovanie_664005bfe8.png"
alt="Inverting Colors in Email Campaigns: Why It Matters"
/>

According to the independent research organization EarthWeb, 82% of users [**choose a dark theme**](https://earthweb.com/how-many-people-use-dark-mode/) on their smartphones, and 83% switch to it on their computers. That's why brands should adapt their email campaigns for Dark Mode to enhance customer convenience.

In a fiercely competitive world, users have become increasingly demanding of the companies they engage with. This means that every detail counts, especially those that influence content perception. If the text is poorly visible, recipients are unlikely to read your email. By tailoring email campaigns to users' screens, you significantly increase the chances of capturing their attention and ultimately converting them into customers.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

## What is Dark Mode in email campaigns

[**Email clients**](../glossary/email-client-what-it-is-why-you-need-one-and-how-to-choose-the-right-one) have a feature known as Dark Mode, which automatically flips the color scheme of emails when users switch to a nighttime display setting. The light background of the email is converted to a dark one, while the email text and other elements are transformed into lighter shades.

Contrary to popular belief, color inversion does not involve a complete overhaul of the colors used. Instead, it entails a subtle shift in shades. The original colors are enhanced to provide better contrast and ensure readability in the dark version. For instance, blue remains blue, and yellow remains yellow.

### Email clients that support Dark Mode include:

<Img 
img="/uploads/email_client_that_suppor_dark_mode_3b6c4e3305.png"
alt="Email clients that support Dark Mode"
/>

## Types of color inversion in emails

Email service providers implement color inversion based on their own rules or may choose not to make any changes when switching to Dark Mode. Here are the different options you may encounter:

- **No changes in Dark Mode.** Some email services keep the emails unchanged, preserving their original design. This means that the emails will appear the same regardless of whether Dark Mode is enabled or not.
<p>
- **Partial color inversion.** Certain email platforms automatically identify elements within emails that have a light background and convert them to a darker shade. However, blocks or sections that already have dark colors, such as black, dark gray, or other dark shades, will remain unaltered.
<p>
- **Full color inversion.** This option involves a complete color inversion in all sections of the email. Both light and dark elements are adjusted to suit Dark Mode, resulting in a fully transformed email that offers a more comfortable reading experience in low-light conditions.

## Why is it important to adapt emails for Dark Mode

Adapting emails for a dark theme is not always a straightforward task; it requires resources such as time and coding knowledge. Additionally, email clients may change their Dark Mode rules, so if you decide to “join the dark side," you will need to stay updated on any modifications.

### Benefits of adapting emails for Dark Mode:

**User convenience.** Switching to a dark theme is aimed at reducing eye strain when viewing screens in dim lighting conditions. The reduced brightness makes reading text more pleasant. Failing to adapt email campaigns for Dark Mode can result in recipients with a dark theme receiving overly bright and high-contrast emails, which can cause discomfort.

**Aesthetic appeal.** Using dark backgrounds with light text in email designs creates an attractive, sophisticated, and stylish look. It shows that your brand cares about delivering a polished presentation that aligns with current design trends.

## Adapting Email Campaigns for Dark Mode Without Code

Here are some simple design tips for adapting emails to the dark theme:

**Tip 1.** Choose universal colors for your design and text that work well in both light and dark modes.

<Img
img="/uploads/renderforest_color_inverting_252be9a060.png"
alt="Choose universal colors"
/>

&nbsp;  

**Tip 2.** Use a transparent background for your emails to avoid drastic contrasts when switching to Dark Mode.

<Img
img="/uploads/jordan_color_inverting_email_cde660d964.png"
alt="Use a transparent background"
/>


&nbsp;  

**Tip 3.** Save your logo and brand elements as background-free PNG images. This prevents unexpected changes during inversion.

<Img 
img="/uploads/wayfare_emails_logo_color_invert_2d619d74a5.png"
alt="The logo opaque background contrasts with the black background in Dark Mode"
src="The logo opaque background contrasts with the black background in Dark Mode"
/>

&nbsp;  

**Tip 4.** Add a glowing effect or outline to dark-colored elements, ensuring they remain visible on a dark background. Apply the same technique to email buttons for better visibility and higher conversion rates.

<Img 
img="/uploads/outline_dark_colored_elements_ce73aa813d.png"
alt="Add outline to dark-colored elements in Dark Mode"
/>

&nbsp;  

**Tip 5.** If a dark color scheme suits your brand, design your emails using dark colors from the start.

<Note>
Always test your emails in both light and dark modes.
</Note>

## Inverting colors in emails using media queries and meta tags

To achieve accurate and consistent color inversion in emails, specific code is required. Meta tags and media queries are added to the email's code to control its appearance in both dark and light themes.

However, not all email service providers support media queries. It's recommended to check the provider's documentation or [**technical resources**](https://www.campaignmonitor.com/css/media-queries/media/) to verify their compatibility.

## How to set up color inversion

To enable color inversion for your emails, you can use HTML tags such as **supported-color-schemes** and **color-scheme**.

For email clients that do not support media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
```

With media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
<style>
      /* Normal styles */
      @media (prefers-color-scheme: dark) {
            /* Dark mode styles */
      }
</style>
```

### Color configuration

To specify which elements should change in Dark Mode and which should remain unchanged, you can use **prefers-color-scheme**. Add the following code within the **```<style>```** block to switch styles based on the desired theme:

**@media (prefers-color-scheme: light)** — for the light theme;

**@media (prefers-color-scheme: dark)** — for the dark theme.

For example, if you have an email with a white background and blue buttons that should not change color in Dark Mode, you can use the following code for configuration:

```
<style>
      .normal {
            background-color: white;
            color: blue;
      }
      .themed {
            color: blue;
      }
      @media (prefers-color-scheme: dark) {
            .themed {
                  background-color: white;
            }
      }
      @media (prefers-color-scheme: light) {
            .themed {
                  background-color: black;
            }
      }
</style>
```

## Replacing images for Dark Mode

To replace images when switching to dark mode, you can utilize media queries within the **```<style>```** block. Follow these steps:

**Step 1.** Define the light version of the image by adding **class="lightimage"** to the corresponding HTML element. Additionally, include the CSS style **lightimage { display: none !important; }** to hide the light image in dark mode. Make sure to use **!important** to override any conflicting styles.

**Step 2.** Customize the display of the dark version of the image by targeting the appropriate classes in CSS. For example, use **.darkimage** and **.darkimagewrapper** and set **display: block !important** to ensure the dark image is visible in dark mode.

```
<style>
      :root {
            color-scheme: light dark;
            supported-color-schemes: light dark;
      }
      @media (prefers-color-scheme: dark) {
            .lightimage {
                  display: none !important;
            }
            .darkimageWrapper,
            .darkimage {
                  display: block !important;
            }
      }
</style>
```

**Step 3.** Within the HTML markup, use a **```<td>```** element inside a **```<table><tr>```** structure to contain the image. Set the desired width and height for the **```<img>```** tag, and add **class="lightimage"** to hide the image in dark mode.

**Step 4.** Wrap the dark image with a **```<div>```** element. Add **class="darkimageWrapper"** to the **```<div>```** to display it in dark mode. Use **mso-hide: all** to remove any automatic styles, especially for compatibility with older versions of Outlook. Also, apply **display: none** to ensure the dark image is initially hidden. Customize the appearance of the dark image using **class="darkimage"** and **style="display: none;"**.

```
<td>
      <img src="lightimage.png" width="600" height="auto" style="display: block; height: auto;" class="lightimage">
      <div class="darkimageWrapper" style="mso-hide: all; display: none">
            <img src="darkimage.png" width="600" class="darkimage" style="display: none;">
      </div>
</td>
```

<Img
img="/uploads/inverting_colours_in_different_emailers_210b091e5d.png"
alt="Color inversion in different email clients"
/>

## Conclusion

When the dark theme is enabled on a phone or computer, some email clients change the colors of emails to less contrasting shades, making the email more pleasant for the eyes.

Email clients support partial color inversion by changing light areas and text in the email to dark. They also support full inversion, where even originally dark shades are transformed.

Emails can be adapted for Dark Mode without code by using a transparent background for text, images, highlighting the logo, and other email elements. Additionally, colors can be chosen that look equally good on light and dark backgrounds. Another option for configuring color inversion is by using media queries and meta tags in the email's code.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

invertirovanie.png

82% of users choose Dark Mode on their smartphones. Explore techniques for effective color inversion.

Dark Mode in Email: How to Invert Colors in Email Campaigns

Inverting Colors in Email Campaigns: Why It Matters

<Img
img="/uploads/BLOG_32b2cce438.png"
alt="AMP Emails: What They Are, Their Types, Why Required"
/>

No one will be surprised by email campaigns with a stylish design. Users receive dozens of similar emails every day, requiring them to take extra steps by clicking a button to visit a website. However, in 2018, [**Google introduced AMP emails**](https://cloud.google.com/blog/products/application-development/amp-for-email-developer-preview), which revolutionized email interactivity and simplified the customer journey to conversion.

Besides, AMP emails [**bring gamification to newsletters**](https://altcraft.com/blog/how-to-use-gamification-in-marketing), turning them into interactive experiences. You can engage readers with games, quizzes, and challenges, enhancing user participation and creating a fun and memorable way to deliver content.

Let's delve further into why AMP has its advantages but is not a magical solution for businesses, explore different types of interactive emails, and discuss how to start sending them.


## AMP emails: what they are


AMP emails are messages where static designs are replaced with dynamic and interactive elements. Users can interact with the content in real time. There's no need to send response emails or visit a website to fill out a form, rate something, view a product, place an order, and so on.


**Accelerated Mobile Pages, or AMP** is a Google technology that aims to enhance emails by transforming them into small website-like versions.


## AMP vs HTML: what’s the difference?


AMP is more of an enhanced extension of HTML. Let's go through the differences between these formats.

<Table>
|     | HTML | AMP |
| ------ | ------ | ------ |
| **Content options** | Static formats available: text, graphics, dynamic GIF-animation. | Any options for dynamic elements: carousels, questionnaires, registration forms, animations, and so on. |
| **Interactivity** | Limited to clicking the button that directs the user to the site. | Works inside the email, where the user makes an order, leaves comments, likes, sees how many times the product is bought in real time. |
| **Editing capability** | You can't change an email after it's been sent | Editing is available at any time through the email service.|
</Table>

Here's an example of ordinary animation in email:

<Img
img="/uploads/seagate_CSS_animation_email_def1795769.gif"
alt="An example of ordinary animation in email"
/>


## Benefits of AMP emails

**Benefits of AMP emails include:**

- **Simplified customer journey:** AMP emails streamline the path to purchase or other actions, such as form submissions or subscriptions. Unlike traditional [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they)  that redirect users to a website, AMP allows users to complete actions directly within the email itself.

<p>

- **Real-time relevance:** AMP emails can display up-to-date information, ensuring that users receive the latest offers or promotions. This helps avoid situations where users open an email to find expired deals or out-of-stock items.

<p>

- **Reduced error risks:** Traditional emails are prone to design or formatting errors, which may require sending follow-up emails to correct mistakes or apologize for any inconvenience caused. With interactive AMP emails, errors can be easily rectified within the email editor, minimizing the impact on recipients.

<p>

- **Increased engagement with content:** While standard emails direct users to a website for further engagement, AMP emails enable users to interact with content directly within the email. This includes features like games, [**surveys**](https://altcraft.com/en/features/forms-and-surveys), quizzes, and more, enhancing user engagement and increasing the likelihood of capturing their interest.

<p>

- **Differentiation from competitors:** Despite AMP technology being available for several years, its adoption among brands is still relatively low. Implementing an email marketing strategy with interactive AMP emails can help your messages stand out from the crowd, setting your campaigns apart from competitors and increasing their chances of success.

## Drawbacks of AMP emails

**Drawbacks of AMP emails include:**

- **Higher cost and complexity:** Creating AMP campaigns is more expensive and complex as it requires the involvement of developers. Even with in-house specialists, the time spent on defining requirements and developing interactive elements is significantly greater than for regular email creation.

<p>

- **User understanding and fatigue:** The audience may not grasp the new format or simply become tired of dynamic emails. Not all brands require the AMP format since users are accustomed to standard emails. Moreover, the prevalence of interactive campaigns can lead to the quick loss of novelty.

<p>

- **Compliance with provider requirements:** Sending AMP emails through certain providers, such as *Gmail*, may necessitate additional [**registration**](https://developers.google.com/gmail/ampemail/register) and [**domain reputation management**](https://altcraft.com/glossary/email-domain-what-it-is-what-it's-for-and-how-to-create-it) to avoid being marked as spam or receiving numerous complaints. Accomplishing this task may not always be quick.

<p>

- **Limited availability across mail servers:** AMP emails are not universally supported by all mail servers. It is crucial to create an HTML copy to ensure proper display of interactive content in any email client. Currently, full AMP support is available in *Gmail*, *Mail.ru*, and *Yahoo Mail*.

## How to launch an AMP email campaign

Let's consider the example of *Gmail* and *Mail.ru*.


### Step 1: Check domain quality


Before applying, ensure that your domain meets the requirements of the providers.


**For Gmail**, consider [**security requirements**](https://developers.google.com/gmail/ampemail/security-requirements) and configure SPF, DKIM, DMARC settings. It's also necessary to send 100+ emails per day for several weeks. Avoid a high volume of emails landing in the spam folder or receiving complaints.


**For Mail.ru**, also check SPF, DKIM, DMARC settings. The provider requires sending over 5000 emails per month for three consecutive months. The domain should be registered in [**Postmaster service**](https://postmaster.mail.ru/).


### Step 2: Create an AMP email and submit it to the provider

**Gmail**

Create a real email with interactive elements (a test email won't work). Learn how to create an email following [**Gmail recommendations and requirements**](https://developers.google.com/gmail/ampemail/testing-dynamic-email).
Attention! Prepare two versions of the email: AMP and HTML.
Send the finalized version directly (without forwarding) to the email address: 

```
ampforemail.whitelisting@gmail.com
```

The email should already contain all the dynamic elements. Use [**Gmail validator**](https://amp.gmail.dev/playground/) to check the correct display of interactive components.

**Mail.ru**

Add dynamic elements to any existing email, following the provider's [**requirements**](https://amp.dev/documentation/guides-and-tutorials/email/learn/email-spec/amp-email-structure). Validate the finalized email using [**Mail.ru validator**](https://postmaster.mail.ru/amp/playground.html?lang=ru#amp-carousel) tool.


### Step 3: Register

**Gmail**

After sending the interactive email, [**fill out the application form**](https://docs.google.com/forms/d/e/1FAIpQLSdso95e7UDLk_R-bnpzsAmuUMDQEMUgTErcfGGItBDkghHU2A/viewform) and wait for a response. For more information on using AMP in Gmail, [**refer to the guidelines**](https://developers.google.com/gmail/ampemail/register#registration_guidelines).

**Mail.ru**

Submit your application via email to **postmaster_amp@corp.mail.ru**. The formatting of the application is flexible. Make sure to provide the email address from which the AMP email campaign will be sent, along with your contact information. The provider will add you to their whitelist. Refer to [**Mail.ru guidelines**](https://postmaster.mail.ru/amp/?lang=en) for further details.

### Step 4: Wait for a response and start sending the emails to users

Google promises to respond to the application within 5 days, while Mail.ru does not specify the confirmation timeframe. Do not send AMP emails until you receive confirmation from the provider, as sending them prematurely may result in blocking.

## Ideas for AMP Emails

The possibilities for interactivity in emails are limited only by the skills of your developers and the imagination of marketers. However, there are some ready-made formats that are worth trying in your email campaigns.

### Quiz with answer options

Conducting a quiz within the email itself and then offering a bonus for successful completion can be an engaging interactive experience. This format can be suitable for various industries, but it is particularly effective for educational projects. For example, English language learning services can use this format to allow users to test their language proficiency by selecting the correct and incorrect answers.

<Img
img="/uploads/2_c99401fe0a.gif"
alt="Quiz in AMP email"
/>

### Giveaway

The simplest and most popular option is to ask the user to spin the wheel of fortune directly in the email. However, there are other variations as well. For example, users can choose their prize from one of several closed online boxes or chests.

<Img
img="/uploads/3_a69be902e5.gif"
alt="Giveaway in AMP emails"
/>

### Game in an Email

An excellent tool for engaging users. Offer them to navigate a maze, solve a puzzle, guess a word, or find a hidden object in an image. As a result of the game, reward them with a discount, bonuses, or free materials.

### Countdown Timer

If promotions and discounts are time-limited, an effective technique is to show customers how much time is left until the end.

### Dynamic images

Provide the ability to scroll through images in a carousel. Even better, allow customers to rotate and view the product from different angles without leaving the email. Customers will certainly appreciate this time-saving feature.

<Img
img="/uploads/5_f5e9ca7623.gif"
alt="Dynamic images in AMP emails"
/>

### Order placement in email

Another way to simplify and expedite the purchase process is to allow customers to select the product, size, filling, and other product options directly in the email, so they can add it to their cart and proceed with the payment without any unnecessary clicks!

<Img
img="/uploads/6_c3e009224e.gif"
alt="Order placement in email"
/>

### Appointment or meeting booking

This approach is suitable for businesses that operate on the schedule of their specialists. In an AMP email, customers can select a date and time for their visit to a doctor, beauty specialist, psychologist, trainer, or any other service provider.
Additionally, you can use this method to facilitate booking requests for consultations with a callback from a specialist.

<Img
img="/uploads/7_2e70977b31.gif"
alt="Appointment booking"
/>

### Survey or feedback form

Encouraging customers to leave reviews is not always easy, and asking them to visit a website and go through a registration process can be even more challenging. However, incorporating a feedback form with open-ended questions or rating scales can simplify this task. Ask users about their satisfaction with the product, service, or even the email itself.

<Img
img="/uploads/8_2d0f1fe1da.gif"
alt="Feedback form"
/>

### Credit calculator

Including a loan or mortgage calculator in the email is another effective approach for sales. By providing customers with the ability to calculate monthly payments for a desired product, such as a smartphone, it becomes easier for them to make a decision and make a purchase.

<Img
img="/uploads/Calculator_and_live_price_ticker_widget_inside_email_3c5550e5cd_b053ec3124.gif"
alt="feedback form"
/>

### Registration form

In AMP emails, registration forms can be added for events such as conferences, online or offline meetings, and more. Multiple fields can be included for free-form input or selection from a dropdown list, allowing users to easily register for the desired event.

<Img
img="/uploads/9_f55ed820e3.gif"
alt="Registration form"
/>

## Summary


**AMP emails** are a format of email newsletters that include interactive elements that can change in real-time. The dynamic and diverse range of options sets these emails apart from standard HTML emails, which typically support only text, images, GIFs, and buttons that redirect to another resource.

Interactive emails enhance audience engagement, differentiate a brand from others, and increase conversion rates because users don't need to perform additional actions or visit a website. However, creating AMP campaigns requires more time and specialized skills, often involving developers. Additionally, not all email providers support the AMP format. Nevertheless, interactive emails provide the opportunity to bring content to life, such as incorporating games, giveaways, order or booking forms, surveys, and other interactive features directly within the email.

AMP emails are interactive email format with dynamic elements to engage users, stand out, increase conversions. Games, forms, surveys bring content to life.

БЛОГ.png

Let's explore different types of interactive emails and discuss how to start sending them.

AMP Emails: What They Are, Their Types, Why Required

<Img
img="/uploads/tipy_email_rassylok_41c6e328f2.png"
alt="Email Newsletters: What are the Types and When to Use Them"
/>

Email newsletters are competing with messengers, Push, SMS and other communication channels, but they are holding their ground. The number of email users [**is projected to continue growing**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/), reaching 4.6 billion by 2025.

[**Marketers**](https://www.zippia.com/advice/how-many-emails-are-sent-per-day/) are optimistic about email newsletters: 29% of experts believe email is the most powerful channel. A smaller percentage of respondents named social networks and content marketing as promising (25% each), 22% mentioned SEO. The average ROI of sending emails is 4200%.

Email newsletters only work when you have the right strategy. The company makes a plan: to whom, when and what types of emails they should send.

Let's look at some examples of newsletters.

## What types of newsletters can be

There is no clear classification or strict definition for email campaigns. But there are usually selling, content, triggering, news and transactional emails.

### Selling emails

Such an email is designed to get a conversion (sale) of a product or service. Usually these are limited offers, so that the client will be motivated to click on the link and purchase right away. Sales emails include discount emails, messages about sales, new products and referral programs, and individual product selections.

**Discount emails**

They tell you about the discounts and their expiration dates. The [**CTA**](https://altcraft.com/blog/what-is-cta) of such letters is always targeted at sales. *Here in the example below the American tea company offers a discount which is limited in time. The CTA is targeted at a right-away purchase.*

<Img
img="/uploads/image12_a5b1467744.png"
alt="Teavana"
/>

Another option is a special verbal promo code that is written in the body of the letter. *E.g., the newsletter supplements the promo code for a discount with a time-limited trigger and suggests that the user should hurry up with their purchases.*

<Img
img="/uploads/image16_1d554a7e18.png"
alt="CatCoq"
/>

Some newsletters offer a discount on a certain item, but not on the entire assortment, as here:

<Img
img="/uploads/image9_030cbe1f0f.png"
alt="Capucino"
/>

Here personalization is implied via the offer to order a bracelet with custom design.

<Img
img="/uploads/image2_56923f31ad.png"
alt="Order a custom bracelet"
/>

**Sales newsletters**

These letters are also about a discount, but usually the message informs customers about price reduction on a group of products. 

<Img
img="/uploads/sale_ab60cecfa7.jpg"
alt="Summer sale"
/>

**Product launch newsletters**

There is a category of customers who rush to be first to buy a new product. That’s why product launch newsletters promote as well, not just inform. You describe the benefits of the new item and attach a CTA to order it. 

<Img
img="/uploads/image7_420b282ac0.png"
alt="iPad"
/>

**Personalized offers** 

They suggest buying a range of goods that are close to what a customer viewed or bought before.

<Img
img="/uploads/image11_174c420cc3.png"
alt="Beauty Brand"
/>

**Newsletters about referral programs**

They also are of the kind of newsletters that sell. The purpose of the referral program is to attract new customers through current ones. Users come by recommendation and buy. Current customers get bonuses which they also spend on orders.

*This is an example of a newsletter with an offer to get free Bombas socks for each friend to whom you recommend to buy something at their store.*

<Img
img="/uploads/bombas_email_1de51d3d0b.jpg"
alt="Bombas socks"
/>

### Сontent newsletter

These newsletters build up a relationship with the customer: they tell about the product, educate the user, prove the company's competence within their sphere and increase loyalty, because they are helpful for the customer.

The content newsletter doesn’t sell directly, but prepares a user to purchase. If the emails are personalized, the Open Rate increases up to 50%*. The examples of the content newsletters are helpful digests.

**Helpful emails**

These are emails with tips, secrets of using the product, and other information. They are useful when they contain all the content in the body of the email. Or they only announce materials and provide links to them.

**Digests**

These are kinds of letters gathering information within a certain period (a week, a month or whatever) or making a topical set. In the message the information is given briefly and a link to the whole article is attached. It is convenient for the customers who don’t manage to read all the letters. Another way is to send a review of the best articles.

<Img
img="/uploads/planoly_67dc03c897.jpg"
alt="An example of a topical digest"
src="An example of a topical digest"
/>

**DIY-newsletters and guide newsletters**

They tell how to use the product or how to manage the service. *For instance, Tattly offers to decorate eggs for Easter using the temporary tattoos from their store.*

<Img
img="/uploads/easter_DIY_586ce16356.jpg"
alt="Easter DIY"
/>

**Selection based on interest**

These are letters with personalized content that increase user loyalty and prevent unsubscribes: less chance that a person would stop reading newsletters if they were customized to fit their interests.

### Informational newsletters and news digests

They announce the upcoming events or cover the recently happened ones. Companies send their news or write about events in their industry. They come in the form of digests, where one letter collects information over a period of time.

The informational newsletters include those which notify about changes in working hours, moving to another office and so forth.

Product updates are also an occasion to send a message to the customer. That's how a letter with this information looks like:

<Img
img="/uploads/image24_97bc4268ac.png"
alt="New year"
/>

### Announcing newsletters

They announce brand events of their own or those in which the company participates. Newsletters invite users to conferences, webinars, marketplaces and other events. If the event is paid, then the letter can also be considered a sales letter, as in the example.

<Img
img="/uploads/Exhibition_97799a47c7.jpg"
alt="New York Exhibition"
/>

And here is the example of the letter offering you to claim your free tickets.

<Img
img="/uploads/image13_4c4e141e59.png"
alt="london music fest"
/>

### Congratulation letters

These are letters that are sent on occasions, e.g., congratulation on birthdays or professional holidays etc.

Also, companies give bonuses when they celebrate the brand’s important days. *For example, the tea brand thanks a client for being with them and offers gifts for the anniversary of the brand.*

<Img
img="/uploads/image5_ac13e56dc7.png"
alt="David's tea"
/>

### Trigger newsletters

These are letters that are sent automatically after the client performs certain actions on the site or app, or, vice versa, they stop reacting to the brand’s newsletter. They can be: greetings, [**abandoned cart**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate), claim for a review, reactivating. 

**Greeting emails**

These are sent to a person who has left their contact information via the site or via another resource. Sometimes a greeting series of letters starts with subscription confirmation if a company uses [**double opt-in**](https://altcraft.com/blog/what-is-double-opt-in). Then they that the customer and explain what to do next. Open Rate of such messages reaches up to 82%*.

<Img
img="/uploads/image15_796e5a91fa.png"
alt="Fenwick"
/>

Sometimes a customer is offered some bonus points to motivate them to buy right away. Such a way works well with fashion or beauty brands.

<Img
img="/uploads/image26_e139524754.png"
alt="Loft"
/>

**Abandoned cart**

An email reminder is sent to a customer who added the items to the shopping cart but didn’t proceed with an order. There are different ways to remind about it varying from a direct offer to purchase to an offer to buy at a  discount. 

<Gallery>
<GalleryItem
original="/uploads/abandoned_cart_timberland_7d3de78753.png"
thumbnail="/uploads/abandoned_cart_timberland_7d3de78753.png"
description="Timberland"
/>
<GalleryItem
original="/uploads/image3_36e786c230.png"
thumbnail="/uploads/image3_36e786c230.png"
description="Topshop"
/>
</Gallery>

**Asking for a review**

Letters following the purchase suggest to leave a review of the product or the delivery service. 

<Img
img="/uploads/ask_for_review_email_8f297de105.png"
alt="Boden"
/>

**Reactivating letters**

They are sent  when the client doesn't respond to emails from the company for some time. The purpose of such emails is to return the client or make sure he is not interested and remove him from the database, so as not to waste extra resources.

The most popular [**reactivation**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) way is to write to the client  a "we-miss-you" letter or something of that kind. Also, offer a bonus. But there are other more creative solutions.

<Img
img="/uploads/reactivation_email_623af2ad84.png"
alt="Reactivation"
/>

The reminders of the events and courses are activating as well. Write to the customer that the access is about to be over or it is high time to have the homework done.

Sometimes you can remind about yourself through a request for feedback. Such letters do not oblige the client to buy, but invite them to express their opinion.

<Img
img="/uploads/image22_4f67911c8a.png"
alt="UdidIt"
/>

### Transactional letters

They are also called service notifications. They inform the client about the status of the order: payment, availability, delivery, and other processing. They also include letters confirming password changes or the beginning of a process (for example, registration for a flight).

**Notification of payment** 

The bill or the information where to pick up the order is sent in this case. 

<Img
img="/uploads/image8_901588da9c.png"
alt="FedEx"
/>

**Notification of delivery**

It is usually sent when the order is ready to be picked up. The storage period is usually mentioned.

<Img
img="/uploads/image19_87978754c0.png"
alt="Walmart"
/>

**Service notifications**

These usually inform of changes in work of the company, some technical problems, account changes and so on. 

<Img
img="/uploads/image18_d3b43549fc.png"
alt="An example of the service notification"
src="An example of the service notification"
/>

## Conclusion

Types of email newsletters are usually classified as selling, content, news, trigger and transactional ones.

Selling newsletters bring the customer to convert: they offer discounts, new products, and inform about sales. Content newsletters increase customer loyalty, build up trust and show the company's expertise. They include digests, letters with helpful information, selections based on interests, educational messages.

Newsletters are necessary to stay in touch with clients and tell them about changes or events in the company. Trigger letters come automatically to those clients who have left their email (greeting letters), forgot to complete an order on the website, or haven't responded to the brand's messages for a long time.

Transactional newsletters inform the customers about actions with their accounts (password change, etc.), order payment, delivery, and others.

Each type performs one or more tasks: to sell, to increase trust and loyalty, and to provide information to the customer on time.

**The statistics given is based on [the open research data](https://www.zippia.com/advice/how-many-emails-are-sent-per-day/).*

In this post, you will learn what types of email newsletters are, what they are for, and what tasks each type is needed for.

tipy email rassylok.png

For those who are looking for ideas to improve their email strategy.

Email Newsletters: What are the Types and When to Use Them

Types of Email Newsletters and What They are

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

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