What is the most important aspect of a marketing email?
If you said content, you’d be on the right track. If you said design, you’d also be on the right track! The truth of the matter is that both of these components are vital to the success of your email marketing campaign. Neglect one and it won’t matter if the other is spectacular or not.
To ensure your marketing efforts are effective, you need to find ways to ensure that your email design and content are equally amazing.
Today, we’re going to focus specifically on email design. We’ll look at design best practices, what to avoid, some brands that are getting it right, and we’ll follow that up with a final checklist that you can utilize each time you write, design, and launch a marketing email.
They say that content is king. If that’s the case, does email design really matter that much?
Actually, it does. The design of your emails can have a huge bearing on your conversion rates. When you send your content out to your audience, you want to make sure that they are:
All of that requires attention-grabbing design. You can think of your design as your foot in the door. You can’t make a great impression on someone if they’re not even paying attention to you. Your design is what will do this for you.
Here’s your ultimate checklist for producing an incredibly designed email. Below, you’ll learn about:
What comes to mind when you think of email design? Many people think about the images they’ll use, the colors they’ll incorporate, and whether they’ll use a single-column design or multiple columns.
Your design goes farther than this, though—at least, it needs to in order to turn into an email that converts.
These are a few things to consider when drafting the design of your email.
Email marketing is different from other types of marketing for a number of reasons. One of them is that when you get it wrong with email design, it can have a major impact on your campaign.
Typical “fails” in other marketing endeavors (broken links in blog posts, typos on social media, etc.) can be found and fixed. When you make a mistake with an email, though, there’s no going back.
Use the time before you send out your marketing emails to avoid the following email design fails.
There are numerous brands out there that are doing some great things with the design of their email newsletters. Here are just a few that have stood out to us recently. Follow their lead and you, too, can create an email that will spark some interest.
Living with Homestyle: Attracting attention with color
Source: Campaign Monitor
Why we love their design: Color is your ally when it comes to email design. You can use it to grab attention, draw the eye, and contrast various parts of your email content.
You can go crazy with color, using bright shades to grab attention fast.
Or, you can use color in a more subtle way, as is shown in the example above.
In this email, the marketers have kept things simple, utilizing two main colors: gray and pink. The two colors complement each other. However, the pink is bright enough to stand out against the gray, drawing the eye to what’s important about the email: the call to action.
Interface Lovers: Putting a spotlight on your content
Source: Really Good Emails
Why we love their design: What if you’re not selling a physical product, but rather, a virtual product or service? If that’s the case, you need to let your content shine.
This is what Interface Lovers has done. Interface Lovers is an online magazine for creative people who want to put their creative talents to work. They provide interviews with other creatives who’ve been able to turn their passions into something they do for a living.
The interviews are at the core of what Interface Lovers provides. Therefore, they keep their email design simple, using a professional image of the person they’re interviewing, along with a quote encouraging subscribers to read the entire interview.
Another thing we love: Their call to action is really clear. The reader knows exactly what they need to do.
Fairline Boats: Cohesive message displayed in both the text and images
Source: Campaign Monitor
Why we love their design: Making sure your text compliments your image(s).
In this instance, you see an image of a high-class boat in some remote, exotic location. That tells the email recipient that this is a high-quality boat built for people who want—and can afford—to travel the world.
The text above the image underscores that message. It makes it loud and clear: We’re selling world-class boats built by a world-renowned boat builder. It’s not just a pretty picture—it’s proof that you’ll get exactly what you’re willing to pay for.
Before you send your emails out, do one last quality assessment. Compare your email against this checklist for best results.
While the content of your email is always important, not to be forgotten is your overall email design. You want to make sure the design reflects well on your brand, showing email recipients that you care about quality and about their wants, needs, and interests.
When designing your email, you should:
Use this list to design an email that will not only improve your open and click-through rates but also your conversion rates.
Still feeling stuck on your email design? See how Emma can help.