In email marketing, design refers to the way in which emails are outlined and schematized. This is done taking into account the objectives of the email marketing strategy. In addition, it is intended to increase the conversion rate and opening of emails. To design emails, it is essential to customize the content according to the tastes, interests and needs of contacts. These should be stored in a database to improve the digital marketing strategy.
The design of the email is influenced by various elements to take advantage of the action causing maximum performance. For example, influence the structure, the use of visual content, the text of the email or calls to action, among others. A successful email should have a distinctive scheme that differentiates you from competitors. It is also recommended to test its performance by monitoring the results.
The subject line is the first thing the subscriber sees. Therefore, it determines the success of the campaign. It helps the audience decide whether or not they should open the email. Here are some tips to make an effective subject line:
The email header should include the brand logo to be recognisable and have a CTA that stands out and makes sense for the purpose of the email.
The brand logo should have a unique design. The colours and fonts of the logo should be consistent with those used on other platforms or social networks. In addition, it should be cohesive with the essence and values of the brand.
The body of the email should contain a useful and relevant message for the recipient. It is recommended that it be direct, simple and be elaborated based on the stage of the user's buyer's journey.
The structure of the design should be tailored to the email marketing campaign, i.e. depending on the campaign the visual elements, font sizes or position of graphics will vary depending on the company's intention.
Including visual content such as images, GIFs or animations is key to capture the attention of the recipient.
Most of the audience will open the email from their mobile device, so the email design should be responsive and adapt to any type of screen.
Any user information must be collected under GDPR regulations. It must be included in the email, otherwise your email will be detected as spam.
The signature should appear at the end of the email, it is the hallmark of the email and the last piece of information the reader will receive.
Being clear about the KPIs of the brand and the specific objective you intend to achieve with the email marketing campaign is essential for it to be successful. You will not send the same emails to build customer loyalty as you would to get a purchase to be completed.
This is a brief outline that contains elements of the body of the message. Each email is different, but making an outline will give uniformity to all emails from the company and will save time.
Choose the content of the email based on contact information. The tone, language and vocabulary will vary depending on the brand values, the relationship with the contacts and their stage in the buyer's journey. It is recommended that the text is clear, simple and has a friendly tone.
It is important that the content and the design are related. The objective of the design is to communicate the same ideas as the content in a visual way. The design will guide the subscribers through the text of the content.
To write an email correctly, it must make sense to the subscriber. Therefore, it must be appropriate to the stage of the sales funnel and the objective that the brand aims to achieve with the email marketing campaign. The following actions are recommended:
The design depends on the brand's objective. Companies can use custom templates or create their own. Here are some of the main designs: