Introduction
Designing for email campaigns is an essential part of many digital marketing strategies. An effective email design will help draw attention to the content, making it more likely that readers will engage with the message. This guide will cover the basics of designing for email campaigns, from choosing a layout and font, to optimizing images and links.
Getting Started
The first step in designing an email is to decide which layout and font will work best for the message you are trying to convey. It’s important to choose a layout that will be easy to read on mobile devices as well as desktops, and a font that is both legible and attractive. Consider how your message will look on a variety of screen sizes and devices when deciding on a layout and font.
Content and Images
Once you have chosen a layout and font, you can start to think about the content and images you will include in the email. Be sure to keep text brief and concise, and use images to support the message you are trying to convey. Make sure that the images you choose are optimized for the web so that they load quickly and display properly on different devices.
Call to Action
A key part of any email campaign is a call to action (CTA). This is the phrase or button that encourages readers to take the next step. The CTA should be prominently displayed in the email and should be clearly labeled. Make sure that the CTA is easy to find and click, and that it stands out from the rest of the email.
Tracking Results
Once the email has been sent, it’s important to track the results. This can be done by setting up analytics tracking on the email, such as tracking opens, clicks, and unsubscribes. This will allow you to keep an eye on how successful the email campaign is and make adjustments if needed.
, or any other generic intro
Why Invest in Email Campaign Design?
As far as digital marketing is concerned, emailing campaigns can be incredibly powerful – and when done correctly, offer an impressive return on investment. It’s essential to start off on the right foot, which means designing your emai
l campaigns carefully. This approach will help you maximize your chances of success from the very beginning.
The design of an email campaign is absolutely critical to its success. Not only does it need to look good (which makes people take notice), but it needs to be designed in a way that encourages user engagement. A successful email campaign can be used to drive website traffic, build relationships with customers and prospects, and increase your brand awareness – all important aspects of your digital marketing efforts.
Design for Mobile Optimization
The majority of emails around the world are opened on mobile devices, so email campaign design needs to be optimized for these devices, first and foremost. This means making sure content is broken down into easily digestible chunks, having buttons that are clickable with fingers, and using select pieces of media that render well and load quickly on mobile devices.
As an example, take a look at the email campaigns from the popular clothing company Everlane. They have designed their campaigns with plenty of white space and included large clickable buttons and images that are formatted with responsive design, making them look great on smaller screens.
How to Craft Eye-catching Visual Design
When users open an email campaign, the design should immediately grab their attention by being visually appealing and interesting. This is achieved through the clever use of color, contrast, texture, imagery, and typography.
Common design trends in email campaigns today include the use of bright colors and contrasting imagery. Take ASOS as an example. Their email campaigns always feature a bright and bold header image, which contrasts with the rest of the text in the email, making it stand out from the crowd.
The typography used in the email is also important. Selecting the appropriate typefaces and font sizes can dictate the overall tone of the email, as well as make it easier to read. Kiehl’s, a leading skincare brand, uses a combination of modern and classic fonts in their email campaigns to create a unique yet timeless look.
Creating Engaging Content
No matter how beautiful an email campaign may be, if the content isn’t engaging, then the user is going to be less likely to click or interact with the email. This means that your content needs to be interesting enough to encourage users to take action.
A good example of a company that gets creative with their email content is the grocery delivery company Instacart. In their emails, they often use an interactive carousel of products, encouraging users to scroll through and click on the items most relevant to them. This creates a sense of engagement and increases the chance that the user will actually take some sort of action.
Compelling Calls-to-Action
A good email campaign will also contain clea
r and compelling calls-to-action (CTAs). The CTA should be easy to spot and encourage the user to take a specific action by clicking the button.
One example of an effective CTA is found in the email campaigns from Warby Parker. They use a bright green button with the word “Shop Now”, which stands out from the rest of the email and is very easy to click.
It’s important to experiment with different types of CTAs to see what works best for your particular audience. The most effective CTAs are those that provide a sense of urgency and entice the user to take action.
Test, Analyze, and Adjust
Once your email campaign is designed, you’ll want to test and analyze the results to see what works and what doesn’t. This includes testing different versions of the design and content, as well as tracking metrics such as open rate, click rate, and unsubscribe rate.
Using tools such as A/B testing, you can determine which versions of your emails are performing better and make adjustments accordingly. For example, if one version of your email had a higher click rate than another, you can use that as the basis for your next email campaign.
Final Thoughts
Designing an email campaign can seem daunting if you’re not sure where to start. However, with a few key elements in place – including mobile optimization, eye-catching visual design, engaging content, and compelling calls-to-action – you can create emails that will help you reach your goals and get the most out of your digital marketing efforts.
1. Use an email template: Start with a template that sets up the structure of your email. This will include a table-based layout, font styles, colors, and more.
2. Optimize for mobile: Design with mobile users in mind by keeping it simple. Make sure the email is responsive and easy to read on small screens.
3. Write concise copy: Stick with snappy, attention-grabbing headlines and short body copy. Keep away from long blocks of text, which are unappealing to readers.
4. Include visuals: Visuals can help draw attention to important elements or drive home your message. Incorporate them into the overall aesthetic and keep them scaled down to make sure they render correctly.
5. Create calls to action: Make sure you’re including buttons or links that direct your readers to a specific page or landing page.
6. Launch a test email: Before you send out your email campaign, send a test email to yourself to make sure everything looks and functions as it should.
To go fruther on the topic
If you’d like to explore more on the topic of The basics of designing for email campaigns, we recommend the following litterature:
1. Email Design Best Practices – A Guide for Businesses by Litmus
2. The Basics of Email Design by Campaign Monitor
3. Email Design: A Comprehensive Guide to Creating Email That Works by MailChimp
4. The Ultimate Guide to Email Design by Constant Contact
5. Email Copywriting: How to Write Emails People Love to Read by KISSmetrics
6. Email Marketing Design & Strategy by AWeber
7. How to Design & Create Engaging Email Campaigns by HubSpot
8. Email Design for Delivery, Results and ROI by Email on Acid
9. Email Design Handbook by Mailgun
10. Designing Effective Email Campaigns by Crazy Eggs
