How to combine stunning template with light, easy to understand email design?
Most of us are not designers. Therefore when we face necessity to create email design we may feel several temptations and make several harsh mistakes.
For example, we may want to use all the elements we have in the template builder, such as arrows, underlines, different fonts, numerous beautiful images, shadows, different background textures and so on so forth.
Stop doing that! Really!
To make email design like a pro (or almost like a pro) you have to follow just several guidelines. This article contains all of them. Let’s begin.
- Is shouldn’t be too high. Wide, not high. It should allow users to see the content below it without even thought of touching the scroll.
- Dynamic and alive. Spend 10-15 minutes and maybe $3-5 to find and download really high quality image from some stock. Ideally when it both beautiful and dynamic. Beauty drops reader’s attention while dynamic encourages him to do the next step – to read what’s below it.
- Animation can be used not only for adding some dynamic. Instead, you can add snow falling downside the fireplace and make your subscriber feeling at the sofa covered with the cozy plaid. Sometimes such feelings are exactly what you need to motivate your audience.
- Plain text. Sounds too simple? Maybe. Still in most cases it works. Don’t overload your email with lots of arrows, shadows and other special effects. What kind letters do you always read? Right, from your friends. Give your audience a chance to feel that you’re their friend. Format the text just like when you’re typing it in the Gmail. We trust our friends more than brands, right?
- Need buttons or products? No worries. Add those elements right to the plain text. Create flat buttons without any shadows, color gradients etc. No corner radius. Simple rectangle. Follow the example of Microsoft logo. That’s the minimalism.
- Less words, more sense. Minimalism again. Even in the quantity of words. Feeling like a Shakespeare talking about how cool and awesome your products are? Great! Write articles for your blog. Post to your social media. But don’t send novels through your email database. Say hello, go to benefits and then straight to your offer. Save time to your potential customers. And they will save your marketing budget in return.
- Are you happy to receive emails from TopOneGroup Enterprise, LLC? Or from Digital Corp Solutions, Inc? We’re boring with long company names and prefer to read emails from real persons. Even when we buy some brand we prefer to know the person who stands behind it. That’s how our psychology works. Put your own picture in the email signature. Your own cell phone. Become closer to your audience. And to it’s money.
- Give only few types of contacts. Even if your company has lots of phone numbers, has different business hours in different states or uses different social media for different types of customers don’t even try to shove this data into your email signature. Again, how would you write to your friend? You’d give him your phone number, say “call me when you want” and, maybe, insert the link to your facebook profile. That’s it. Treat your clients in the same way.
- Alcohol and tobacco brands even don’t need to put their logos on the products they use for branding. They just made their colors, forms and visual images of their heroes very, very recognizable. What’s the lesson for us? Make your email signature branded. For example, add to your picture a frame of your company color. Or use only your official font face. These are small details but they affect our subconscious and let your audience to recognize you faster. And to buy faster, of course. Check email signature examples which really work.
And bonus tip:
Email design starts not from the header. The first thing your subscribers see is the subject line. Try to insert relevant symbols in the beginning of the line. And, of course, test everything you do in order to find the most efficient email design.