Introduction: What is Email Design?
Email marketing is a crucial part of any business’s strategy. It is the most cost-effective form of marketing and it allows for a two-way conversation with customers. Email design is the process of designing an email in order to increase the chances that it will be opened and read by recipients.
The key to effective email design is making sure that your emails are visually appealing and easy to navigate. Nowadays people have a lot going on in their lives and not enough time to read everything. They skim instead. To let your message get through, you should learn how to write your text in a way that hooks them right from the start. They should also be personalized and relevant to the reader’s interests and needs.
There are many different types of emails: promotional, transactional, follow-up, triggered, etc. The type you send depends on your goals for the campaign you are running - do you want people to buy something? Do you want them to sign up for your newsletter?
Best Practices in Sending Emails
In the digital age, email is a powerful tool for marketing and advertising. It is also the first touchpoint with a customer. A well-written and well-designed email can drive engagement and conversion.
We'll go over some best practices to ensure your emails are effective:
-Designing an Eye-catching Subject Line for Your Next Email Campaign
Subject lines are the first thing that people see when they open an email. They can be captivating, catchy, or even funny. They can also be plain and boring. So, it is imperative that you use a subject line that will grab their attention with the right words.
A good subject line is one that will make people want to open your email and read what you have to say. It should also make it easy for them to act on the call-to-action (CTA) in your message.
Keep your subject lines under the maximum length of 50 characters. This way, it won’t get truncated on different devices and will be more effective in getting people’s attention.
Don't use spammy words or special characters in your subject lines because they are likely to trigger spam traps and can also lead to inbox placement issues for your email campaigns
Don’t shy away from emojis because they are now commonplace on social media platforms too. Emojis can bolster the tone of your emails by adding some visual interest to them
Preview text is a great way to entice readers to click through.
You should do some A/B testing to see which messages attract more subscribers and ultimately drive sales. A/B testing allows you to see which email subject line converts better and then optimize your messages based on that result.
-Optimize your CTAs
The purpose of a CTA is to engage your potential customers and prompt them to take action. For that reason, you should carefully consider the type of language you will use, what size and placement to make it stand out from the rest of your content, and how to make it pop with contrast.
We can't afford not to optimize our CTAs. By following these tips we can optimize our CTAs in order to get more conversions from them!
-Figure Out Timing
The timing of your email marketing will depend on what you want to achieve with it.
For example, if you want to provide the best customer experience and an ongoing dialogue with your prospects, then sending multiple emails in quick succession might be a good idea.
If you’re emailing with a special offer and want to increase the number of conversions for this offer, then sending an additional email after 24 hours may be a good idea.
Or if you want to collect more leads for future campaigns or product launches, then waiting two weeks before sending another email may be a better tactic.
It's important though to A/B test different approaches - because sometimes the expected outcome is not the outcome that actually happens.
-Pick Your Visual Elements Wisely
Visual hierarchy in a design is the arrangement of elements in order of importance. This arrangement influences the user’s focus, or where they should look first when scanning a page. One way to get this right is by following a definite visual hierarchy and grouping like-minded content together.
Use the right colors - When you're choosing colors, make sure they are readable. Pick high contrasting colors if you opt for dark backgrounds, like black or navy blue. When you want white background for your text, opt for dark fonts like 'Georgia' or 'Rockwell'.
For images, make sure you use the right alt-texts so that search engine bots can find them and index them properly. Choose the correct font - It's easy to get distracted by fonts that are too fancy or too plain. The best fonts to pick are those that are easy on the eyes and convey what kind of content it is about.
-Design for mobile :
The design of emails has changed in recent years with the introduction of smartphones. As screen sizes continue to shrink, it becomes increasingly difficult to present your message in a way that will grab your customers attention.
Make sure your emails look good on both desktop and mobile screens by using responsive design techniques. This will make it easier for customers to read, click, and share your messages. One way to do this is by using single-column templates. This kind of layout will allow for more space for design elements, which means that you can create bolder layouts that will stand out when viewed on smaller screens.
You can learn more by reading our blog on how to create a successful mobile- friendly email campaign
-Personalize messages :
Personalizing emails so they resonate with individual consumers is a fast and effective way to create a connection with them.
Name personalization alone has shown to boost clickthrough rates by 43% among emailers.
Start with understanding customers' behavior triggers and send campaign messages accordingly. Send behavioral triggers-based emails when customers haven’t made any purchases in three weeks, for example, or when they have spent more than $1000 in the past 12 months.
Companies should segment their email lists in order to maximize targeting and send behavior triggers for different audiences that they serve. These triggers could be color, date, subject line or any other variable that changes how the content is delivered.
Also don't forget to verify your email list while doing this.
-Keep it short :
Messages on mobile devices are known to be notoriously long and difficult to read, so it is best to keep them short and concise.
A recent study found that the average length of a text message was 23 words. That might not sound like a lot, but it's actually long enough to require 2-4 sentences in order to be fully understood. What most people don't know is that, on average, one sentence is only about 25 words long. A lot of people are sending messages with more than one sentence because they think they have to.
-Use graphics :
If you want to send the right message and generate a high engagement rate, you need to optimize your email for various devices.
Image is the best way to represent data. So, we should use graphics and images in our emails instead of just words and text. Images will give more information and it will be easier for the reader to understand our content.
Images not only help with better comprehension, but also make emails more visually appealing because they break up text-heavy blocks of copy or long bulleted lists. They also serve as a nice break from reading too much text.
While most people think that stock images are good enough for their emails, the truth is that they might not always be relevant to your message.
You can make sure you are using graphics in your email by ensuring that you have the right image file size, the correct image format, and making sure it is optimized for different devices.
Make your audience grow better by providing them with a design that feels as if it is written specially for them.
When you are sending promotional emails, it's important to make them engaging and conversion-optimized. You want the recipient to feel like they've received something special and unique, not like they're getting yet another generic advertisement.
With a strong email strategy, you can reach and engage with the right people and grow better. An effective design will let you build lasting relationships and convert more people to your side. So, begin designing your emails while keeping the best practices and examples we reviewed in mind.
You can read our detailed guide to verify the email addresses.