Email design shouldn’t be treated as a work of art and dusted off. Rather, it should be designed with the understanding that emails will be used. The recipients of your newsletter aren’t just “looking” at it, they’re using it, so it’s critical to know and apply the basics of UX design.
Hannah Tyner notes
“When creating a letter, we try to keep in mind the ease of use, and not just the visual component. We think about where and what can break and how the letter will look in the eyes of the user, whether it will be convenient and understandable for him.”
At the same time, email design is different from web industry email list design and print design. You need to make sure that your email design is aligned with the rules and limitations of email design, rather than blindly using the rules of the web.
Tip 7: Combine Calls to Action (CTA) and Email Objectives
Each email should have a specific goal, such as encouraging subscribers to click the “Buy” button or increasing the open rate.
Ask yourself: what is the most important thing you five ideas for effective content marketing want to convey to the recipient? Make sure you have a clear understanding of the purpose of the letter. This way, you can identify and use exactly those design concepts that will meet this purpose.
Combine design tools and goals consciously and you will achieve the best results.
Combining the goal of the letter and the CTA using the example of Dunkin Donuts
Tip 8: Make edits to your emails as you go
You’ve probably heard the phrase “the only constant is change.” This applies to email design as well. We recommend developing the design taking into account that edits will appear regularly. And when developing, try to analyze where you can experiment and add something, and where it is better to play it safe and, on the contrary, remove something.
Focus your efforts on creating a minimum viable product (MVP) that looks good, is functional, and does the job. Make sure it will display even on the most problematic email clients and engines.
And only after that, start adding “pleasant little b2b phone list things.” Here you should think about how you can surprise the recipients, what to add as an element of surprise, etc.
Tip 9: Focus on simplicity, avoid visual noise
Remember that your email should have a sufficient amount of empty white space. When designing, make sure that the email is not overloaded and remains readable. Visual clutter and a large number of elements should be avoided. Alternatively, you can even experiment with regular black and white emails and observe how the indicators change.
Tip 10: Use visuals carefully
Images and videos in emails are attention grabbing and support branding, but they need to be used strategically. Let’s look at some email visual best practices:
- Use video images rather than just videos so that the user can view them on all platforms;
- Use GIFs to grab the reader’s attention (but in small quantities);
- Avoid emails that consist only of images;
- Add texture to your email by using background images.
