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Email Design Best Practices

2016-11-23 23:28:17

Email is one of the most popular and commonly used forms of communication in this day and age. Its ability to reach a large target audience no matter their location is difficult to match. Whereas magazines or newspapers can at times be limited in their range and relevancy, emails can be sent anywhere at any time. 

We receive tens if not hundreds of emails on a daily basis, but how many of them do we actually take the time to look at, let alone read? The answer: not that many. This mainly occurs because of two reasons: the information is simply not relevant to us, and the email itself doesn’t do a good job of catching our attention. If the information isn’t relevant to us, then it’s not much of an issue for the company sending the email because the company is most likely focusing on reaching a high number of people. If the email itself isn’t catching our attention, that’s where companies have a real issue. Now the question becomes, what are some email design best practices?

Keep it Simple

Simplicity certainly does not mean you can’t be creative. Don’t be afraid to show you or your company's creative side, but there is such a thing as “too much.” Remember that emails should be eye-catching, but not cluttered. If the email design is too busy your audience won’t be able to understand what you’re trying to show them. When creating your email, try to get straight to the point if you can. Long paragraphs will turn people away while short and simple sentences will be more reader-friendly. If you plan on using pictures, try to limit how many you use. Remember, the best emails aren’t necessarily the ones with the most content on it but can deliver their message the fastest and easiest.

Be Careful with Your Pictures

You want to be cautious when sending images in emails because many times the images won't show up in the email resulting in a whole lot of white space. A lot of email software solutions will automatically turn off images. If people can't identify what's in an email, they're more likely to throw it away.

Keep it Mobile Friendly

In a world where people are constantly on their smartphones, it's recommended that emails be mobile friendly. When creating an email design, remember that smartphone screens are not as large as computer screens and images tend to show up depending on the medium. With that in mind, don't overload your emails because you want to make it easier for people using mobile devices to read your emails.

Use Templates

Templates are a good place to start if you’re unsure of how to create a great email design. There is no shortage of eye-catching templates and such across the web for you to implement into your email strategy. Remember that while some templates are free, there are also some that you will have to pay for. If you do use a template you might be limited to that specific design unless you implement a different template. If you enjoy adding creativity to the mix, it might be beneficial to forgo a template so that you have some more creative freedom with your email designs.

Get Creating!
While it may seem like there are a bunch of rules you need to adhere to make an email design effective and inviting, that certainly doesn’t mean you can’t be creative with your designs and produce beautiful templates. Make sure your email design is one that would appeal to your audience and the best way to see if a design is well received is to test it out. Ultimately, have fun with it and get creative!

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