Email Marketing Best Practices

7 Design Best Practices to Boost your Email Marketing Efforts

Sherin Sebastian
Sherin Sebastian/December 17, 2019

As a communication tool that worked seamlessly for all your prospects, emails have retained their supremacy over all other modes of marketing. And yet we have companies sending daily emails that aren’t opened for months. And when they finally do get around to opening them, it will probably be to unsubscribe. Nowadays, everyone’s inbox seems more cluttered than ever. It’s crucial to catch the attention of email recipients immediately, hold it and hopefully convert them into buying customers.

So, how can make your emails to stand out and make your message heard?

Marketing emails are one of the best ways to keep your customers updated with your newest sales and promotions. After someone opens your email, there are a number of factors that will determine whether or not they decide to actually read it. As the old saying goes: you never get a second chance to make a first impression. The same principle applies to email design too!

To that end, here are just some of the best email design tips to keep in mind to boost conversions and keep your customers engaged and coming back to your business.

Let’s have a sneak-peek into some of the best Email marketing practices.

1. Make it mobile-friendly

You can’t forget about the people who will see your message on the screen of a smartphone. The advent of iPhone, Android, and tablet devices means that your email business must adopt a “mobile-first” approach.

If the marketing emails are mobile optimised, your chance of clicks, opens and conversions are in turn enhanced. Select email templates, flexible layouts and cascading style sheet code that look great on every mobile device. Note that single-column layout is often the best and most effective means of organising your content and Call to Action (CTA) for mobile devices.

Ensure the text and buttons have a customisable size and make it effortless for subscribers to read the content. Optimise your subject lines for mobile and always include preheader text in your email campaigns.

If you are designing emails with a mobile-friendly aesthetic, you’re on the right track to engage users better.

2. Keep body copy simple

If your emails are flooded with more text, your emails are more likely to go into the junk or spam folder. When composing your email, make your content easy to skim over instead of showing the entire story into the email message.

Write an abstract on what the reader will get in an attractive way and let them click through to a page on your website for more information. Try to include short sentences, paragraphs, ample white space, and formatting cues like bullet points and bolded text.

To evoke curiosity in the reader’s mind, consider including effective calls to action. If needed, use photos or graphics as it takes less time to understand than words and communicate more information at a glance.

Short emails are also good for new subscribers, who might feel confused by multiple paragraphs.

3. Use images correctly

Images have the power of making a lasting impression on your reader. Having too many large, high-quality images can adversely affect the loading time, which causes the subscribers to just delete the mail instead of waiting around.

Adding background images in emails is not a recommended practice as they aren’t supported across all email clients.

Optimise the image size if possible without sacrificing quality. Declare the image width and height that can help your email to maintain its structure when images fail to load.

Avoid using PNG files as there are email clients don’t support the same, use JPGs instead.

Make sure your images are not in conflict with the content of your message as it results in negative user experience for your subscribers. The images should be balanced with the right amount of text, so you don’t come across as too promotional.

4. Follow “Above the fold” strategy

The concept ‘above the fold’ comes from the News publishers and literally means “above the fold”. The concept is relevant even in the email marketing industry though there may not be a literal fold.

In email design, subscribers must see this area right after opening any message without having to scroll down the screen.

If you want to attract the attention of subscribers and engage them, place the most enticing content at the top of your email. Part of your job is to give them a reason to scroll down to read more.

There are many online tools for defining the “Above the fold” placement that can give you an exact idea about the layout.

5. Place Call To Actions (CTAs) effectively

It’s not enough to just include CTAs in your emails. You should place CTAs where they’re easily visible to the email recipient. CTAs work more like the climax of an exciting story.

Your CTA should be large, eye-catching and strategically placed above the fold. There are different types of email formats and layout options, which affect the placement of your CTAs. If you have a newsletter with multiple topics, CTA buttons should be clearly aligned with each section.

You want your CTAs to be seen quickly and clearly – whether recipients are opening an email on a desktop, laptop or mobile device, positioning the CTA ‘above the fold’ is the best way to ensure that they’ll see it. Including whitespace around CTAs prevents users from getting frustrated when they try to tap one link and get another.

6. Include social sharing buttons

One of the serious mistakes you could make in your email design is forgetting to provide social sharing buttons. Social media buttons can be called secondary calls to action.

Follow icons lead right to your social media pages – to make them hit the like button on your Facebook page or follow your Instagram account.

Share icon conveys the act of sharing a specific piece of content which includes blog posts, articles, photos, videos. Etc. When your email subscribers share your content with their social media site, the likelihood of increasing your brand exposure is high.

7. Don’t forget the email signature

Don’t forget the email signatureEmbedding email signatures in the marketing campaign is great for effective branding of products and services. An email signature is the best equivalent to a business card in the digital world. It not only provides contact information about the company but also professionally conveys their brand’s message.

An email signature combines your business information including contact number, physical address, business logo and website link, together in one place – making your email more effective and action-oriented.

An email signature with a good design uses a consistent font, colours and moreover must be responsive to smartphones.

Don’t just limit yourself to these options! Making the most of the first few seconds that your customers open their emails is the first step to making your email marketing campaign success.

To ensure that your email marketing yields good results, always test a variety of strategies. You can send test versions to your staff, friends and family members to see how it performs in different email clients. With these seven email design tips, your business can not only keep the audience engaged but increase your conversion rate!

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