How To Enhance Your Email Design (The Right Look Matters)
Email marketing is a crucial part of any media strategy, especially for smaller businesses since it’s both affordable and easy to get started. An eye-catching subject line may persuade your audience to open your email, but a clever design will make them stay and read what you wrote.
Designing a great email layout isn’t about having the flashiest colors or fanciest fonts – it’s about making everything look clean, enticing, easy to understand and quick to read.
The average email open rate in 2019 was only 22.15%, according to GetResponse.com’s Email Marketing Benchmarks Report. Going the extra mile to make emails valuable and simple to read for consumers is more important than ever. If your design and subject line don’t draw in your recipients, they likely won’t even read what you sent them.
These are our top tips to make sure your emails stand out and hook readers right away.
Use An Inverted Pyramid Structure
The inverted pyramid is a technique used in news style writing to make sure the most important facts in a story are prioritized over less important information. This technique can also be used in your emails to make the content more easily digestible and engaging.
This means you should always put your biggest news first to catch the reader’s attention. Important content should go above the fold in your emails, which is the area the reader can see when opening the email before scrolling down.
You should also be sure not to include too much text in your email design. Keep things short and sweet, with links or buttons leading to your website for more information rather than writing long paragraphs. If your content is easy to skim over while still understanding the message, readers are more likely to look at the entire email.
Keep It Simple
Besides keeping the copy straightforward, make sure you keep your images simple as well. Don’t use large or confusing images. Keep things easy to understand, small and high quality. Don’t use an image as a background and try to use a solid color that doesn’t conflict with the color of your text.
Make sure the text color is easy on the eyes. Black text on a light background is the go-to, but white text on a dark background can work as well. Try to use only one or two web-safe fonts as well for readability. Simple fonts such as Arial, Helvetica, Georgia and Times New Roman work well.
Finally, sort your information into segments with clear headlines. This will keep everything organized and easy to quickly read and understand.
Use A Consistent Color Scheme
While color can be eye-catching, be careful how you use it in your email design. Too many colors can feel overwhelming, but a lack of color can be boring and deter viewers from reading. Try to stick to a simple color scheme to avoid your design looking too busy.
It might also be a good idea to use one or two colors consistently in your emails to create brand association. Tying colors to your brand can create a visual connection between your business and the colors you choose. While these colors don’t have to be the main color scheme of every email you design, they should be featured to help unify all your messages with your business’s signature look.
You can always include more images to add a pop of color to your message as well. Just make sure they’re not too large or complicated as we said earlier and be sure to space the images and text out appropriately to avoid things looking cramped or messy.
Make Your Call To Action Pop
The call to action of your email is arguably the most important feature. The contents of your email can be succinctly written and beautifully designed, but readers often need more than aesthetic appeal to be convinced to act.
Once you’ve hooked your readers with an aesthetically pleasing color scheme, short and well written message and interesting subject line, bring them home with an eye-catching call to action. Your call to action should be short, sweet and the star of your email. Short phrases such as “learn more,” “save with us” and “get started now” encourage readers to click immediately and be redirected to your website.
Make your call to action a button in the email and be sure to make it stand out from everything else so your readers’ attention will be directed to it. Bright or contrasting colors are your best bet for this.
Try to focus your emails on a single call to action. If you must include multiple, try to keep it to two or three maximum. It’s important to keep your emails themed and focused around as few topics as possible to avoid confusing or overwhelming your readers.
Find What Works For You
The only way to know if your design is helping or hindering you is to keep testing things out. Little improvements to appearance and readability can make a huge difference in the success of your email marketing campaign, so we encourage you to keep trying things and see what increases open rates for you.
Remember to keep things simple, vibrant and easy to follow and you’ll be good to go.
For more help setting up a successful email marketing campaign, visit our Marketing Hub for easy to use email templates to help you get started.