Copywriting and design always work side by side. It is necessary to consider the length of the text and its placement in the letter. There are many ready-made layouts that you can use, you just need to decide on your own.
Below we attach an example of a working layout that will allow you to maintain the length and placement of text in letters in perfect combination with each other.
This letter layout will be useful for both copywriters and designers.
Tip 12: Pay attention to typography and fonts
Typography can have the same visual power as images… if only users can appreciate it. Let’s look at two tools for creating vibrant text that looks good and works well:
- Safe web fonts signal the browser to use the fax lists fonts that are pre-installed on devices when opening emails. They are safe and will be recognized, but their use may limit the overall font design options.
- Web fonts are created from files that are hosted on your server or an external server (such as Google or Adobe). Unlike secure fonts, these fonts provide greater flexibility in design. However, there is a high probability that they will not be displayed on recipients’ devices exactly as intended in the design.
Tip 13: Add ALT descriptions to images
Emails should be accessible to everyone, and it’s worth remembering the basic rules. One way to ensure that everyone can access your emails is lifetime access to course materials to add ALT text to images. ALT text should be short but clear, so that both users with images disabled and those using screen readers can perceive them equally well.
Example of using the ATL attribute in Recreation.gov
Tip 14: Use dynamic content
Dynamic content (text and visuals) that will automatically adjust to the screen size allows you to send personalized emails without having to develop a large number of versions for different devices. We recommend using dynamic content in all emails. Try, for example, adding dynamic product images to abandoned cart emails.
Using Dynamic Content in Emails: PrettyLittleThing
Tip 15: Add a prominent unsubscribe button
The unsubscribe button is placed in the footer of the email, but you shouldn’t make it barely noticeable. Make sure it’s easy to see b2b phone list and clickable. And on the unsubscribe page, we recommend adding mailing settings so that the user can choose which emails they would like to receive and which ones they would prefer to unsubscribe from.
Tip 16: Optimize Images for Dark Mode
According to statistics, almost a third of all users use dark mode on their device, and accordingly, they view emails in it. There are three main ways to display emails in dark mode. You can either rely on them or develop your own color scheme and stick to it. Optimizing emails for Dark Mode is a separate complex topic that requires global research.
An example of how your email might look on devices with Dark Mode enabled, with no color changes, partial color inversion, or full color inversion.
Using Analytics for Email Design
To understand how else you can improve your email design practices, you can look at analytics data to determine what is working for your subscribers and what is definitely not. Let’s look at ways you can use analytics data in your newsletter and improve your email design.
Email Engagement Rate
- If engagement is dropping in long emails, you can try shortening the content or changing design elements;
- If you see high engagement with emails that include images, it may be worth investing in creating illustrations and photographs for future email campaigns;
- If transactional emails (like password resets) have low engagement times and high click-through rates, your email is doing a good job;
- If your marketing emails have high engagement times but low click-through rates, consider working with your CTA buttons to make them more visually noticeable.
Knowing the features of email clients
- If most of your subscribers open emails in desktop versions of Microsoft Outlook, you may want to format your emails more traditionally using Microsoft Conditional Comments (MSO);
- If most of your subscribers open their mail in Apple Mail (web, desktop, or mobile versions), you can use the WebKit engine.
