Article: 4 Fresh Ideas for Email Design


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4 Fresh Ideas for Email Design

Consider Mobile By Audrey Howes

Email design standards are constantly evolving. It is challenging to keep up with the latest and greatest. To help you out, we’ve gathered together 4 of the freshest thoughts in email design. All of these ideas are relatively simple to implement and could have a significant impact on your emarketing ROI. Let the refresh begin!

1. Consider Mobile

Mobile devices are everywhere and are drastically changing how email readers interact with their inboxes. According to eMailMonday , "Mobile email will account for 10 to 30% of email opens, depending on your target audience, product and email type." With mobile readership on the rise, it is crucial to add mobile friendly design elements when creating your emails. Here are a few basics to get you started:

2. Make Multiple Connections

Branding has been and is still a hot topic in email design for good reason. Your customer’s subconscious connects your emails to other elements of your marketing campaign from your logo to your storefront or website. Think about the email as simply one domino in the chain leading to a purchase.
Here are some ideas:

3. Use the Sweet Spot

Email design experts give a lot of attention to avoiding too many images in your emails and making sure to use alternative text on images, etc.  We all know many users choose not to view images or have to click to download them. While often overshadowed, it is equally important to use the right images in your emails.

When your recipients open your email the first image they see is ‘the sweet spot.’ The sweet spot is a make it or break it image. It should speak to the reader and draw them into the email. Choose images that are:

While the sweet spot is the most important image in your email, the same principles should be applied when selecting additional images for your emails.

4. Break a Rule or Two

Keeping with email marketing standards works, most of the time. However, if you notice a drop in open rates or a high unsubscribe rate, take a serious look at what you are sending to your recipients. It may be time to create something totally different and break the mold of your current email program.
Segment the readers who have ceased to respond to your emails and try one of these ideas:

Best case scenario: you regain their interest and they become active readers/customers again. Worst case: they still don’t read your emails. What do you have to lose?

Take these tips and slowly begin to integrate them, testing to see how and what your audience responds to. What works for one company or industry may not work for yours. Email design will always and only be the most effective when you focus on your audience first.