“Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs
Technology is always evolving, but one thing which is certainly here to stay is email. E-marketing is a hugely valuable tool, enabling businesses to reach a far wider audience. But as with anything, if not designed and executed correctly your efforts can cause customers to lose interest and weaken your brand, rather than strengthen it.
transpond is here to help equip you with the knowledge and the tools to design emails that work. Follow our top tips below to improve your e-mail designs…
Streamline all messages
When it comes to marketing material, our attention span is said to last only eight seconds. That means you have a very limited time to get your message across so don’t waste it with lengthy, meaty headlines and surplus content. Cut to the chase - why does your customer need to read on?
Unfortunately, most people tend not to read all the content, merely skimming it for the aspects they are most interested in. This is more difficult to do when you have lots of content and lots of points put alongside one another. Pre-designed templates are a great way to guide your content structure, providing well-structured email layouts with easily consumable sections.
White space
When you think of the elements of design, you might think of images, fonts, colours. However, its important to consider the value of white space. It is imperative to consider the balance of white space within your email. White space improves our eyes ability to follow content and focus attention.
White space allows your brain to scan and interpret the information you are sharing. Don’t overwhelm your customers, give them some space ?
Tables
The layout of your content is clearly a hugely important part of keeping your email streamlined. However, when working with a blank slate this can be slightly more challenging. The historical methods commonly used to separate text and images doesn’t always translate well with different viewing formats or platforms.
Take a table for example; while they may do the job in a web browser – when viewed on a mobile phone or tablet they could ruin your design (not to mention irritate customers who have to scroll down and across to navigate).
Images
We’ve all heard the old adage that a picture paints a thousand words. When selecting the imagery for your next campaign, it’s important to ensure the impression your image is trying to communicate is well aligned with your text. Often images can be displayed differently (or not at all) across different platforms, so it is important your message isn’t lost.
The size of your images is also an important consideration, make sure they aren’t too small or too large. They’ll either detract from other areas of your message, or they’ll be difficult to view. It is also best practice to add in your images at the correct size, rather than resizing once they are in your template.
Different platforms
Over 55% of email opens occur on mobile*, so it’s imperative your design takes this into account. It’s all well and good having a lovely web-browser design for your campaign but if your audience cannot experience your content as intended – you’ll be losing out. Take the time to look at the analytics from previous campaigns to see how and where your recipients are viewing the email.
Consider using an email platform that provides templates that are optimised for all screen sizing, taking care of the hard work for you.
At transpond our customers can access beautifully designed templates that are completely FREE, helping you on your way in creating your own stunning emails. With our latest DRAG AND DROP editor, building and editing content has never been easier.
New to transpond? Visit our website at WWW.transpond.id to experience email marketing built for the future.