Email Marketing Design Tips to Drive Clicks and Conversions
Changes in technology and consumer behavior have influenced email design over the last several years for sure. But the goal of any email marketing message – especially for a retail brand – is to get the recipient to take the desired action, usually a click across to your website to make a purchase. In this article, we’ll discuss how to create high-performing ecommerce emails.
Specific elements should be included in every email marketing message. The message must comply with the CAN-SPAM Act of 2003 for senders in the United States, which requires a clear unsubscribe link and a valid “from” address that is representative of the sender.
Beyond those requirements, email marketers have complete control over the message and images, as long as they do not deceive the recipients. The following are examples of common design elements of any marketing email:
- Link to the home page via a logo or brand name
- A primary image
- A text only message that is not tied to an image (in case the image fails to load)
- A well-balanced text-to-image ratio
- A strong call to action
- Information on how to contact you and where to find you on social media
- A “From” line, subject line, and preheader that are all compelling.
The use of an email template can help to speed up the production process. A standardized template also makes it easier for recipients to navigate and respond to the message. As many people make use of premade templates via an email provider like Mailchimp you might think that any old template will do. But that is not always the case.
The Basics of an Effective Email Template for Retailers
Experts agree that the best email layouts have a visual hierarchy. Images have a lot of power. They have an impact on the actions and attitudes of those who receive them. The natural way people comprehend and interpret information should be reflected in templates, such as an inverted V pattern with a large image on top, followed by text, and finally a call-to-action.
A “Z” pattern, in which the recipients read from left to right, mimicking standard reading patterns, is another popular layout.
The so-called “hero” section of an email typically appears just under the logo and top navigation. It conveys the main objective of the email. Hero text should be large enough to read easily, and any buttons should be placed in a way that will be easy for mobile users to click.
It’s crucial to have enough white space around an image, text, and call-to-action. It makes the entire message more approachable and digestible, especially on mobile.
All buttons included in a marketing email should be large enough for a finger to press and not too close together. A “bulletproof button” is used by many email designers. It’s not a picture. Instead, it consists of text on top of a solid color background. If images are turned off or take too long to download, this allows recipients to read the call-to-action.
Experiment and Evaluate
Consistent email design can help recipients understand what to expect. However, change is important to avoid design fatigue. Test the performance of new design layouts in terms of opens, clicks, and conversions.
One idea is to send an email in “dark mode.” This is a smartphone setting that allows users to swap light colors for dark and vice versa. The goal is to save battery life while also making low-light viewing easier. Certainly, all emails should render well in dark mode by default. Marketers can, however, experiment with a native dark version that features white text on a dark or black background.
Interactive or dynamic content, such as animated buttons, product carousels, countdown timers, surveys, or polls, are other email elements to test. Just don’t forget to carefully evaluate the results of your testing and make changes they indicate would improve your email campaign’s performance.