Best Practices for Email Design
In the world of digital marketing, it’s long been said that “content is king.” And with impressive reach and portability, near-universal adoption among consumers, and off-the-charts ROI, email is one of the most versatile and high-performing ways for brands to deliver content to target audiences.
But stellar content is just the beginning – to spur customer engagement and deliver real results for your brand with email marketing, your email campaigns have got to hit the mark from a design standpoint, too.
With this in mind, let’s look at a few design tips to help you get the most out of email marketing…
Keep It Simple
Since email’s power is so closely tied to its portability, designing for mobile users is a must. A responsive template is a great start, but for best results, it’s good to understand the basics of web copywriting and page layout, too. Your copy should be short and scannable; use section headers, bullet lists, text boxes, and special formatting to call attention to key info. And don’t be afraid of white space – it can break up your content and give design elements some much-needed breathing room while adding a touch of elegance to your layout.
Don’t Bury the Lead
With consumers today facing a daily barrage of incoming emails, it’s tough enough just to score a decent open rate – the latest data puts the industry average at just south of 20 percent! So, it’s crucial that your email campaigns be engineered to grab readers’ attention right from the get-go. For every email you send, choose one big piece of info as the focal point, and lead with it. Whether it’s an upcoming sale, new product reveal, special announcement, whatever – make sure it’s clear, unambiguous, and the first thing readers see when they open your email.
Reinforce Your Brand Aesthetic
To maximize email’s terrific synergy with your website, social media, and other digital marketing channels, take care to ensure that your email campaigns feel like a natural extension of your established brand aesthetics. There are plenty of ways to achieve this – for starters, put your logo front and center, stay on-brand with your color and typeface choices, and incorporate any tagline or marketing hook that’s integral to your brand identity. If your brand aesthetics need some tightening up, this might be a good time to revisit and revise your brand guide.
Lean into the Medium
Email marketing may trace its lineage to old-school direct mail marketing, but to unlock its true potential, you’ve got to treat it like the fully realized digital marketing workhorse that it is. Lean into the visually rich multimedia experience of today’s social web by including photos, digital artwork, or short video clips into your emails. And be sure to incorporate plenty of links. Whether it’s to your homepage, specific product pages, special offers, social profiles, you name it – every email you send should drive traffic and boost engagement, and hyperlinks are a big, big part of that.
Looking to make the most of email marketing? Contact Rosie’s Creative. From copywriting and design, to testing and tracking your campaigns for maximum effectiveness, we’ve got you covered – and remember, with us, your first consultation is always free!