An email has the potential to be a highly successful and engaging form of communicating with our customers. Email is a channel that you have total control over, a way to communicate with your audience on an individual basis, and a medium that enables you to produce indefinitely.
While email campaigns and newsletters are effective content marketing tools, their potential is wasted when they go unread, deleted, or unopened. The average open rate across all industries is roughly 25%, while the average click-through rate is approximately 5%. There are, however, strategies for climbing to the top, being read, and directing readers to your desired course of action.
This is when ingenious design comes into play.
The effective design captures the reader's attention, directs the eye, and motivates readers to respond positively to action cues – particularly (CTAs). Your email content should educate and inspire your subscribers, while also adding value to their inboxes. However, the greatest also looks terrific.
Consider include these five design elements in your email newsletters to increase aesthetics and click-throughs.
Your layout, which is the foundation of any design, governs the flow of that content and the order in which your readers consume it. It's easy to overlook a block of repetitive text, but inventive design draws the eye.
Because email templates are often separated into many horizontal layers, there is plenty of room for exploration and experimentation, regardless of whether you are a consumer or a B2B business. Ascertain that the content above the fold is compelling enough to keep them reading.
Building a monstrous Caterpillar immediately grabs the reader's attention with an astonishingly simple hero image and header. Prior to concluding with a strong call to action – complete with an eye-catching CTA button – the arrow-like design highlights eye-catching qualities and a compelling brand storey.
It is critical that it is a button: According to Campaign Monitor's email marketing business, button-based CTAs increased click rates by 28% when compared to link-based CTAs.
Tip: According to the latest data from email marketing company MovableInk on consumer device preferences in the United States, 66 percent of emails are seen on mobile devices, so ensure that your templates are adaptable and your column designs are accessible on smartphones and tablets. Additionally, avoid excessive usage of text and images. With the proper balance, a simple email may look fantastic.
The use of colour in email marketing, like with any design project, establishes the tone of your message and has the potential to elicit a strong emotional response and a strong sense of familiarity.
According to a study conducted by the University of Loyola in Maryland, colour may boost brand recall by up to 80 per cent. And it is significant. Consider the most well-known brands you are familiar with; they are all connected with colour. Starbucks is a green establishment. Verdant. IBM, Hewlett-Packard, and Dell are all blue. Bleu! The network is the intended recipient.
And how about easyJet? Naturally, orange.
To commemorate its twentieth anniversary, the airline created a one-of-a-kind email campaign that utilised client data to create a customised trip account. EasyJet's signature colour directs your eyes through the imaginative graphic, which is composed of amusing details about the reader's previous journeys. Orange is brilliantly enhanced with beautiful symbols, beautiful blue tones, and warm accents. Rather than a sales pitch for another vacation, the CTA storey encourages readers to extend their adventures at easyJet's top 20 European destinations.
What is the result of this visually pleasing and astronomically effective email content marketing example? According to the brand, the open rate on the 12,473,608 unique e-mails sent was "more than 100 percent higher than the standard easyJet newsletter, with rates of 25 percent higher... [and] 7.5 percent of easyJet clients who received a completely tailored version booked a flight within the next 30 days in every region."
Tip: Stay true to your brand, whether you choose a single primary colour or a palette of hues, and strive for consistency to boost your brand's quick visibility. Additionally, when it comes to other visuals, keep in mind that "not all [email service providers] permit images in emails, or do so by default; don't forget to include alt text for all photographs," recommends Kevin George, EmailMonks' Head of Marketing. "Add a secondary colour for background images."
Negative space is a powerful aesthetic style that is characterised by whiteness, contrasts, and striking shapes.
Sensitivity and clever modification of this design aspect allow your material to breathe and creates unique forms that engage and capture your eye. Multiple images and lengthy text lines may quickly overwhelm an email reader, especially now that more people get emails on smartphones or tablets.
A little negative space goes a long way, especially on small displays.
"A designer's fundamental job is to simplify email look and dispel the visual frenzy that commonly pollutes a message," Mike Nelson, co-founder of Really Good Email, explains.
Distribute images and text and keep in mind that a healthy amount of white space is essential between headers, characters, text blocks, and visuals to allow the brain to easily scan and break down information for digestion.
Sephora is a playful arrangement that prioritises white space in this instance. Headlines in black and white stretched wrap paper, and cosmetic containers provide context for the product information and special offers stated below. Take note of the space between the "New at Sephora" lines and letters, as well as the arrangement of the powder; none of this is accidental. It is remarkable, however, that the entire email serves as a link back to Sephora's website, rendering the several products ambiguous, meaningless, and potentially irritating.
Tip: Small additions such as coloured cosmetics and spills, as well as handwritten notes and graphics, all contribute to your email's unique and intriguing appearance. Consider how you may use this level of ingenuity in your email content, but keep in mind that the primary goal of your design is to get readers to click on your CTA system. As little as possible should stand between them and conversion – and the landing page should be relevant to the email's content.
It's amazing how much personality a typeface can infuse a business with. (And how quickly a bad decision can spoil things.) While brands often have fonts, there is occasionally room for innovation in conjunction with events or campaigns.
When Jack Daniels introduced a new product to resellers, he used the signature fonts from his bottle to make an enticing typographic presentation. The designers limited the use of the "Tennessee" script to the email's title and appealing CTA button, while the subheader incorporates both big and little changes. The same serif typeface is used to keep the total number of typefaces to two in the body text, but at a smaller size. Due to their flair, there would be an excess of them in the mix.
Tip: Less is more. Avoid going overboard; limit yourself to three or four typefaces and colours when communicating via email. Alternatively, keep it simple and limit yourself to two. Typography should not take precedence over your content, particularly in the case of your CTA. Make an attempt to achieve a mix that is easily apparent and reading.
It goes without saying that any email marketing campaign must include stunning, carefully chosen photos.
However, what about animation? Because movement attracts attention and email service providers must still handle video, even a GIF reads as innovative. You can cram a lot of information into five or ten stills, and due to the medium's instantaneous nature, viewers want to view them all.
GIFs have enormous storytelling and engagement potential, whether you use them to add a little sparkle to your campaign or to convey a lot of information in a little amount of space.
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