We live in the world of digital marketing and ever changing trends, yet emails remain a powerful tool for engaging with your audience and driving conversions.
These days, it is pretty common for all of us to receive at least 30 emails a day. However, how many out of those do actually have the chance to be opened? Most of them go directly to trash right after they’re opened and a few don’t even stand that chance.
In an arena where the average person receives a multitude of emails daily, it’s crucial to make your messages stand out from the crowd. Visual appeal plays a significant role in capturing your recipients’ attention and leaving a lasting impression.
Today, let’s explore best practices for designing emails that wow your subscribers with stunning visuals.
1. Start with a Clean and Responsive Design
A cluttered and poorly formatted email can be an instant turn-off for the reader. Though there are interesting content pieces mentioned, people won’t be able to process it just as easily as you’d do. Hence, seeing through the customer’s point of view becomes crucial.
Focus on simplicity and readability in your design. Use a clean layout that guides the eye logically from the header to the main content and the call-to-action (CTA). Moreover, ensure your email is responsive, adapting seamlessly to different screen sizes, including mobile devices.
2. Use Eye-Catching Graphics and Imagery
Just as we’ve mentioned before, a picture speaks a thousand words or even more so! Visuals are a powerful communication tool, so choose high-quality graphics and images that complement your message.
Incorporate eye-catching visuals that align with your brand and the email’s purpose. Whether it’s product photos, illustrations, or infographics, compelling imagery can entice your recipients to explore further.
3. Optimize for Speed
An average patience time of a visitor to wait for the page to load is 7 seconds. Google even suggests that the website should be optimized enough to load within 3 seconds! – which is not feasible for every website owner.
However, there is one thing that everyone can do best. Optimize your visuals for speed by using compressed images and avoiding large file sizes. This ensures that your email loads quickly, keeping your audience engaged from the moment they open it.
4. Consistent Brand Identity & Balanced Content
Consistency is key when it comes to branding. Align your email design with your brand’s visual identity, including the use of colors, fonts, and logos. This creates a cohesive and recognizable experience for your subscribers, reinforcing your brand’s presence in their minds.
Though visuals are essential, well-balanced email requires a mix of text and images. Use concise and engaging copy that complements your visuals and supports your overall message. A compelling headline and a brief preview text can entice recipients to continue reading.
Protip: Share your email content efficiently by using the right email contacts of your target audience. GetEmail.io is an AI-powered tool that can find anyone’s email addresses for free. Its chrome extension can also be used to find email contacts on LinkedIn, Gmail and Salesforce.
5. Mind the Fold
The “fold” refers to the area of an email that’s visible without scrolling. Place your most crucial information, such as your main offer or CTA, above the fold to ensure it’s seen immediately. This encourages recipients to take action without requiring them to scroll down.
And, don’t forget to use the white space. Also known as negative space, this is the empty area surrounding your content. Don’t be afraid to embrace white space in your design, as it helps create a clean and organized look. It also improves the readability and comprehension of your message.
6. Implementing and Testing
Interactive elements can take your email design to the next level. Consider adding features like buttons that change color on hover, image carousels, or GIFs that showcase your products in action. Interactive elements not only add visual appeal but also encourage engagement with your email.
However, before you go on a full-fledged email blast with these elements to your recipients, make sure to conduct a thorough A/B testing. Design preferences vary among audiences, so it’s essential to conduct A/B tests to determine which elements resonate best with your subscribers. Test different layouts, visuals, and CTAs to find the most effective combination for your specific audience.
7. Comply with Accessibility Standards
The email design is inclusive when you also consider people who are specially abled to read the content mentioned in the email. Ensure that your email design is accessible to everyone, including those with disabilities.
Use alt text for images to provide context, choose contrasting colors for text and backgrounds, and use readable fonts. Following accessibility standards not only expands your audience but also demonstrates your commitment to inclusivity.
Conclusion
Crafting emails that wow with visual appeal requires a thoughtful approach to design. Having creative liberty does give you try different designs to attract the customers. However, one must also be mindful of these above aspects to ensure a fool-proof result.
