9 Tips For Email Marketing Design
In an age where social media seems to be taking over the digital world, you’d be forgiven for thinking that email marketing is a thing of the past. If that’s the case, you’ll probably be surprised to know that over 93% of all B2B marketers are still using email to distribute their content in 2019 and with 73% of millennials alone preferring to communicate with businesses via email, it’s easy to see why. Good news, right?
Well, until you realise that 93% of all B2B marketers is a lot of businesses and a lot of emails. For that reason, finding ways to stand out from the crowd with your email marketing designs is crucial. From where you place content within the email, to intelligent design, we’ve compiled 9 tips for your next email marketing design.
1. Be Creative
First thing’s first, you need to be creative. Think about your own email inbox – are you more likely to scroll through an email that consists of basic text, or one that utilises creative layouts and imagery? Email open rates currently sit at less than 25%, so it’s important to ensure you’re capturing and maintaining the attention of those that are opening your emails. Original graphics and custom illustrations generated 40% engagement compared to any other visual content form, yet still remain one of the least common email marketing techniques. Companies like Bulk, MailChimp, SmallBirds, Help Scout and even Airbnb all utilise custom illustrations to not only capture attention but put across their branding in a uniquely recognisable way.
If you have the in-house ability to put together custom illustrations for your emails, let your creativity run free and see whether this kind of design can help capture your user’s attention.
2. Use Videos
Did you know that adding videos to your emails can increase click-through rates by up to 50%? Embedding your company’s videos into your emails can be a great way of capturing engagement from your audience and encouraging a higher click-through rate. While certain programmes such as Gmail and Outlook still don’t support video content, linking to videos through images or text can still have a similar effect to a video embedded directly in the email.
3. Consistency is Key
When you’re releasing emails regularly, ensuring consistency across each one will help to engage returning customers and can build up customer retention and trust. Utilising the same colour schemes, logo design and position of key branded elements can help your emails become recognisable, ensuring that interested customers know that it’s your company with just a glance. This is a great way to build your branding through your communications, though it’s important not to let the logo or branding designs take over too much of the space and steal attention from the main bulk of the content.
4. Keep It Simple
Keeping things simple is a good way to make sure you don’t overwhelm your readers. While visual elements can work well to capture attention, too many can actually have the opposite effect, whether it’s fonts, pictures or something else entirely. White space is your friend, as it can draw the reader’s eye to the elements you want them to read. It can help them pick out the important bits of information and when coupled with a carefully-chosen call to action (CTA), encourage conversions. Additionally, it’s advised that no email you send should feature more than two fonts as a rule of thumb. Ideally, this will be one font for your headings and one for the body text, ultimately promoting consistency, and a neat finish to the overall look providing you are careful with variable fonts.
5. Pick Your Call to Action Carefully
Going back to your CTA, picking out the right ones for your brand, audience and their typical intent can make the difference between a bounce and a conversion. CTAs allow you to inform your readers of exactly what you want them to do, whether that’s finding out more information on your website, sign up for a service or make a purchase. In 2019, it’s suggested that you move away from the simpler CTAs like ‘find out more’ or ‘buy now’, and instead start utilising phrases like ‘don’t miss out’, ‘get yours now’ or ‘want to know more?’.
By playing on the Fear Of Missing Out (FOMO), you can encourage users who might otherwise have clicked away from the email to at least visit your landing pages, where the website can do the rest of the conversion work for you.
6. Check The Mobile Design
Did you know that mobile accounted for 46% of all email opens last year? With that figure thought to be over half by the end of 2019, this number is only set to continue growing, overtaking desktop opens within the next few years. For this reason, you need to pay attention to how your email appears on mobile devices. Make sure that the layout is easy to scroll through on major email apps, keep things scannable to ensure those on the go can capture the most important elements and triple check that none of the content from the desktop email layout is lost on a smaller screen.
7. Keep Important Information Outside Of Images
Anyone with an email account has likely already noticed that not all images will appear straight away. In most cases, you have to allow the images to show and so do most of your readers. In short, it’s important not to embed text within the images you use. Emphasising certain points in images is fine but keep the bulk of the important information in text format throughout the email to ensure that it is read.
8. Integrate Personalisation/Humanisation
Personalised emails are becoming the leading force in email marketing. If a reader receives an email that features their name or is tailored to their interests or stages, they are thought to be more likely to engage with the email. Users are demanding more one-to-one style of email marketing, as opposed to one-to-many, meaning that marketers are having to humanise their advertising techniques.
Providing discounts that relate to products they’ve viewed, articles or information about topics they’ve expressed interest in on your website, or even just using their name within the email can help to increase engagement, promote better relationships with new and existing customers and build up brand awareness, trust and enthusiasm across the board.
9. Start Thinking About Intelligent Design
Technology has come on leaps and bounds over the years, and 2019 is the year that we’re likely to see more and more emails integrating just some of these technologies to capture attention. This is widely known as intelligent design. If you have an in-house or outsourced team available that can amalgamate technology within the overall email design, your subscribers could see interactive features right there in their inbox.
Accessibility of content is an important part of the digital world today, which has only made intelligent design all the more simple to utilise. Interactivity within the email itself that doesn’t require clicking out to a landing page is likely to be the trend this year, particularly where in-email gaming is concerned.
While email marketing might not be the immediate marketing channel of choice for all businesses, it still holds an incredible level of power in terms of generating engagement with your subscribers. Through utilising the nine tips we’ve listed above, you can stand out from the inbox crowd and start turning your subscribers into clients, consumers and conversions.
For more information on email marketing or how to set up a campaign, contact the team at Absolute Digital Media on 0800 088 6000, today.