Email marketing design is one of those things that's fairly subjective and brand-specific. Some brands run a tight, structured style. Others keep it looser, and both are totally okay. As long as your emails align with your branding and create a consistent narrative for your database, differences between companies are a standard, healthy thing.
But while we're passionate about helping businesses form their own email identity and push the limits of email marketing, there are a few design no-nos every company must avoid, the ones that cause confusion, poor deliverability and poor readability. Here are the big ones, and how to fix each.
Text or paragraphs that run too long
We know, you have a lot to say and want to fit every word in. But that's how you end up with a long, wordy email, and that's just on desktop. Multiply those text blocks for mobile and readers feel overwhelmed fast.
Packing every detail into dense paragraphs. Most customers skim, so they only catch a few scattered sentences and miss the point.
A few sentences that perfectly summarise your message, so a skim still gives the full picture. Lots to say? Write a blog and link to it.
Neglecting headlines and formatting
Picture your customer looking out the window of a moving train. They can't count every blade of grass, but they notice the big things: mountains, shopping centres, someone waving. Email is no different. Hero banners, headings and buttons stand out, while plain body text blurs past.
One big block of copy with no visual anchors, so nothing guides the skimming eye.
Break it up with headlines, subheaders, colour accents and dot points. (Even skimming this blog's headings tells you the whole story.)
Saving the best for last
You might think the bottom of the email is the place for your big offers and news. But many customers bounce before they even scroll, so anything below the fold becomes invisible, and that can cost thousands in sales.
Treat your emails like a billboard. The main message should be the first thing they see, in the hero banner or your opening lines. Even someone just marking the email as read now has a hook that might make them stay. And always test on mobile and desktop, since the fold sits differently on each.
Trying to include too much
Did you know that once your email hits 102 KB on desktop, it's likely to clip? On mobile it's lower still, some emails clip as low as 20 KB depending on the provider.
Filling emails with large images, columns and heavy GIFs pushes you over, hiding critical info and warping images, text and messaging around the cut.
Cramming everything into one heavy send, then getting cut off mid-sentence with warped formatting.
Turn a big update into a part series. You show everything effectively and stay well under the clip limit.
Customers skim, and they skim fast. Every one of these fixes is really the same instinct: make the important thing easy to catch in a two-second glance.
Design for the skim, because that's how your email will actually be read.
Let's design emails that actually land.
Whether you need help designing your emails or just have questions about your current design, we're here to assist. We'd love to see how we can energise your email marketing.
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