Email marketing design fundamentals
Just because you’re not an email marketing master doesn’t mean you’re out of luck. There are tons of great resources that can help you learn email marketing design, including guides and courses you can follow along with. Even learning some of the basic email marketing design fundamentals can help you craft better emails that are attention-grabbing and easy to read.
Stick to your brand
First and foremost, your emails should sound like they’re coming from your brand. The goal of email marketing is to strengthen your brand and build a list of subscribers who are interested in your products or services. Don’t be afraid to use your brand’s voice and tone, make sure you include your company logo, colors, name, and anything else that helps solidify your brand.
Write a good subject line
If you want your emails to catch readers’ attention, you need to make sure you’re starting with a catchy subject line. Your subject line should be short and sweet, but it should also be attention-grabbing and give the readers an idea of what your email is about. This is your very first chance to grab people’s attention, so always make sure your subject line is good before you send an email.
People don’t want to feel like they’re being spammed or sold to, so try to add a personal touch to emails. Even simply including customers’ names instead of using “valued customer” or a similar term makes your email feel more personal. And with email automation tools that allow you to automatically include customers’ names in emails, this is a lot easier than it sounds.
Include visual elements
Staring down a wall of text can be intimidating, so it’s important to find ways to break up your emails and make them a little easier to read. Including visual elements such as graphics and videos is a great way to break up the text of an email. Even better, you can use graphics to contextualize your email, such as including a chart or graph that shows how much better your new product or website is going to perform.
Just remember, you don’t want to overload your emails with visual elements that hinder readability. Keep it simple, but spice things up a bit when you can.
Be clear and concise
Most people have a lot of emails to deal with on a daily or weekly basis, which means people don’t have time to thoroughly read long emails. As tempting as it may be to include as much information as possible, try to keep your emails clear and concise so you’re not losing readers’ attention. Introduce the topic of the email, tell readers what they need to know about that topic, then use a call to action to close out your email. Short and sweet is the way to go when it comes to email marketing.
Use responsive designs
Bad email design can make your emails nearly impossible to read on some devices, but you can avoid that by using responsive designs that can adapt to fit different devices and resolutions. One easy way to make sure your designs are responsive is to use email templates, which you can customize to fit your content without sacrificing responsiveness.
End with a call to action
At the end of your emails, you should include a call to action that encourages the reader to take action. You can encourage readers to contact you to learn more, visit your store to check out a new product, or sign up for the new program you’re offering. While a call to action is a good way to encourage readers to take action, you don’t want to sound too pushy.
Include an unsubscribe button
As important as a call to action is for business emails, the unsubscribe button is just as important. In fact, FTC law states that you must include a clear unsubscribe link or button when you’re sending commercial emails. This allows readers to stop receiving emails if they’re no longer interested. Make sure your unsubscribe link or button is easy to find.