Sarah Hamill, the Head of Creative Services here at Zahra Media Group, has years of experience building compelling emails and sending them to large audiences with great success. In this post, she offers her tips on what you can do to send better emails.
Research has shown that email marketing continues to grow, with 73% of millennials identifying email as their preferred means of business communication. Additionally, 77% of people prefer to get permission-based promotional messages via email versus direct mail, text, phone, or social media.
All this data means that when someone lets you into their email inbox, you should respect that by ensuring the email you send offers value and includes relevant content. This can be accomplished through design. Great email design needs to capture the attention of the reader to encourage engagement and avoid being deleted.
Here are 5 top email design tips…
1. Keep it simple.
Use a simple uncluttered design that you know will work on both mobile & desktop. Men and women are equally likely to convert from an email opened on a desktop — but women are more likely to convert on a tablet, and men are more likely to convert on a phone. This means that your email should look good and be easily read no matter what device your audience is using. No need to risk losing a subscriber due to an overcomplicated and overly complex design.
2. Stay on brand.
Apply brand colours to your template so that there is consistency between your emails, website, and social media platforms. When your reader opens the email, it is important for them to recognise your brand so that they know who this email is from. Your logo should always be in the opening screen and your email shouldn’t stray much from your brand guidelines.
3. Choose images that are visually engaging.
Make your emails visually engaging by using beautiful relatable imagery. Give your readers quick bites of information so that you can instantly engage with them and portray your key message. Alluring images can increase click rates, make your email stand out and keep your reader interested.
4. Use clear calls to actions.
Don’t just tell people about what you have on offer; give them a clear call to action to make the next step. Ensure your call to actions stand out by using colour and clear buttons that are large enough to click. When possible add a button somewhere above the scroll, so that your call to action will not be missed. You need to know exactly what it is you want your reader to do and then make it easy for them to do that.
5. Add sharing buttons.
According to QuickSprout, email subscribers are 3x more likely to share content on social media than leads who came through another channel. This means that it’s essential to include social sharing buttons in your emails so people can easily share your content. Don’t make it difficult for those who want to advocate on your behalf.
If your email marketing could use some design help, let us know. We’re happy to put our experience to work for you!