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Email Design Best Practices for 2020.

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01 Jan 2021

Recent research revealed that in 2019, around 294 billion emails were sent all over the world and it was also predicted that the figure will reach 348 billion by the end of 2023. Marketing through emails remains a top choice for many marketers. But the problem still lies with the proportionate response rate of the emails. Most of the emails that are sent remain unread, or worse still unopened. Many emails also get marked as spam, deleted, or most often ignored. And the biggest reason behind it is the non-attractability of poorly designed emails. You must be clear that no one is going to give their precious time to read your content until you bring something extraordinary and eye-catching for them.

That's why creating an attractive well-designed email is very important to reach your goal. Once your email appears in the inbox of a prospect you want them to feel excited to click on your email and go through it. And that is only possible by giving your email an outstanding and eye-catching layout. So here we have brought the best email design practices for 2020 and beyond:

Focus on the inbox

When you send emails to your prospects first impression matters a lot and your email are no exceptions. You may spend your best designing skills on creating the body of your email but if the first impression of your email I.e. the envelope is not able to create excitement in their mind then you are not likely to get click-throughs.

There are three elements of your envelope :

Sender name - The sender name that you include in your envelope is an extremely influential factor. In the matter of click-throughs, it even gets more important than the subject line sometimes. The reason behind such importance of the sender name is that it inextricably creates a link of trust between the prospect and the brand.

The first question that arises in everybody's mind before opening an email is "Is this genuine?" So all will look for the sender's address. And here if you include the details of some individual then it creates an issue of trust and may not probably get the click-through. So you must include your brand's name to create trust-worthiness and more brand recognition. Here you can use directly your company's name or an employee's name tag with the company's name for example "Gunjan at Colors". Many other companies also use the sender name to differentiate departments, products services, and emails. Thus revealing some key features there only. It is an effective way to engage your prospects in your services.

You can always create your creative style of representing your brand, but the only thing is that your sender name must not include a simple email address.

Subject line - Most of the customers open an email just by simply reading the subject line. So here your subject line is going to play an important role in increasing your click-through rates. Don't go for a lengthy subject line instead keep it short and crispy. Make sure your subject line is informative and it must catch the viewer's attention. Catching attention is only possible when you highlight the most important messages that you want to convey in a stylish manner. So that with just a glance he/she is compiled to go through it. It has been seen that subject lines describing an emergency is often opened and read by the prospect.

But do not overdo it, with various special characters and unnecessary texts, the project may even mark such emails as SPAM.

Pre-header text - It is the small text that appears just below the subject line when an email is viewed in the inbox. It is used as a complement to the subject line and can tremendously boost your click-through rates. Your subject line and preheader combined must be telling an efficient story about the email that excites your viewer to go through your content. Customizing the preheader text can be a good idea for the same.

Design your emails with various visual effects to capture the attention

Visual hierarchy is an efficient designing procedure to enhance the overall quality of your emails. It is one of the latest trends in the email marketing system to explore your content in a stylish fashion. Using the visual effects will make the contents of your email easier to understand in a short time. It will highlight the main features of your product or services. There are various manners to employ your visual hierarchy two of the most popular are the Z pattern and the inverted pyramid pattern. You can choose any one of the two according to your needs. The pattern of your email must be arranged to tell a story that will guide your reader in the correct direction. Some of the key features that you have to look at while using the visual hierarchy are - placement, size, color, contrast, and fonts.

At a glance at your email, your logo must be visible to the reader it will enhance the trust and brand visibility among users.

Content Mapping

Here are some key factors that you should consider while mapping your content -

People usually give more emphasis on the bigger fonts. So, make sure you include only the important information or message with bigger fonts.

The information laid on top of the email is often read by the viewers. Therefore highlight the most important things at first.

Contrasting a few elements is always useful. For example, you can contrast your call-to-action from the rest of the contents.

Separate your different elements with white space, this will ensure that your viewer understands where one ends and where the other begins.

Making your email layout interactive can effectively boost your engagement. Put options to review your content to the viewers.

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