Email is constantly changing and evolving and the savvy marketeer would do well to stay on top of email design trends and other factors that can affect how well your email marketing performs. Email design isn’t just limited to what’s in the inbox either, it also includes your call to action, what landing pages you send your customers to, how these are optimized for conversions and much more. Pay close attention to the following email design trends.
Email Is More Visual
Email has moved a long way from those plain text email newsletters, nowadays due to faster internet technology together with smartphones, you can make your email messages more visual than ever. You can include images and even video if you like, making the email that much more interactive and interesting to the recipient.
Responsive Design Is a Must
It’s more than just small screens, it’s all types of screens that your customers are going to use to view your email marketing messages with. Therefore you must utilize a responsive design that allows your email messages to respond to the viewing device your recipient is using, this after all is just common sense, people will not read your emails if you make it hard for them to do so, so make it super easy with a responsive design.
Optimize Subject Lines
Before anyone opens an email the first thing that will see is the subject line of your message, you want it to be accurate as to what your message is about, but you also want it to cause the reader to need to click on it to see what’s inside. If you just name it “My Widget Newsletter” it’s not going to be that enticing, so give it some thought and come up with something creative, accurate and enticing.
Branding Is Essential
All those wonderful email newsletter templates that auto-responder and newsletter software companies provide are great, but it’s important that you think outside the box and up the ante by personalizing your newsletter to make it your own. Even if you’re sending text-based newsletters and information to your subscribers, consider your brand and the elements that will make your email stand out from others. It could be the template design, but it could also be the return email address that brands your email newsletters.
Don’t Personalize Emails, Segmentation Works Better
A few years ago only a few people sent out personalized newsletters and emails, these worked tremendously well and click through rates were well above average. However people aren’t stupid and they quickly realized that this form of personalized communication was automated and insincere and I now recommend that you don’t send such personalized emails… save the personalization for real one to one communication.
Instead you might consider segmenting your audience, for example you could have customers and none customers in its simplest form, but you could also have customers that bought product type A, product type B, etc… and potential customers of product A, product B … the more you can segment your email list the more personalized your email messages can be whilst remain sincere.
Focus on Real World Design
If you know, from reading the metrics, that most of your readers tend to click on links “above the fold” because they are reading emails in the preview pane, then you also know that you must put your most important information right on top above the fold. Design your messages to reflect how people really view and interact with your email messages.
Develop a More Connected Writing Style
Many email messages lack style, most of them really do seem like a robot wrote them. Let your personality show through in your email messages so that the consumer can feel connected to you like a real person, even if this means you make the odd grammatical mistake, at least people feel connected to a real person. Email marketing messages should read like a personal letter to a friend, not an article in a magazine.
To Improve Email Marketing Improve Your Landing Pages
While not directly related your email messages, your landing pages which are your main conversion pages are very important because you provide links to these pages in your email messages. If your readers click through to a lackluster landing page no matter how well designed, personalized, targeted and focused your email was, you’re going to miss out on conversions. Everything that has been said about email can now be transferred to the landing pages and of course you are using A/B split testing and Heatmap technology on those pages to maximise conversions (speak to FX Digital)
Designing email messages, along with anything that your reader clicks through to see, with real world users in mind, will help you overcome issues related to different screen sizes and technology used to access email. It will also make your email marketing look current which will help your list members take notice and more importantly encourage them to take action.