Email marketing design is one of those things that is relatively subjective and brand-specific. Some brands have major dos and don’ts. Others have a looser style of design, and both are totally okay. So long as your emails align with your branding and create a consistent narrative for your database, differences between companies are a relatively standard experience.
However, while we are passionate about teaching businesses to form their unique email identity and push the limits of email marketing, there are some design no-nos that all companies must avoid at all costs to avoid confusion, poor deliverability and poor readability.
Not sure what they are? We’ve detailed some below to help you understand.
Text or Paragraphs That Are Too Long
We know. You have a lot to say! You want to get every word in. But, in doing so, you’ve created a very long and wordy email, and that’s just in desktop mode. Multiply the text boxes by a hundred for your mobile format. Trust us. Your readers will very quickly feel overwhelmed.
It’s tempting to continue waffling on, but most customers will skim your emails, meaning they’re maybe only reading a few sentences here and there. Rather than packing your email full of information, it’s all about using a few sentences that perfectly summarise what you’re trying to say. This way, when they do skim, they get the full picture every time.
If you have a lot to say, write a blog. Then, direct your customers to it in your next email. Those who want to stop and read everything will do so.
Neglecting Headlines And Text Formatting
To put it metaphorically, your customers are looking out the window of a moving train. It’s impossible to count every blade of grass they pass. But, they can take notice of the major elements, such as mountains, shopping centres or people waving at them. In an email context, it's no different. Elements like hero banners, heading text and buttons are often the clearest, whereas text can become muddled.
For this reason, rather than stuffing all your information into one big block of copy, break it down with headlines, subheaders, different colour fonts or even dot points.
Take this blog as an example. Even if you weren’t reading this line right now, you could use the headlines to gauge a good idea of what to avoid in your email marketing.
Saving The Best Information For Last
You may think that the bottom of the email is the best place to put your big offers and news. However, many customers will bounce from your emails before they even scroll! This means that anything below the fold becomes completely invisible to them and can cost thousands in sales.
Treat your emails like a billboard ad. You want the main message to be the first thing they see. It should be in your hero banner, or at the least, your first few lines of copy. Even if customers are just jumping in to mark your email as read, they now have a hook that may convince them to stay a little longer.
Be sure to test emails on mobile and desktop devices. The ‘fold’ is different on both devices, and you want to ensure your emails are as optimised as possible, regardless of where they are opened.
Trying To Include Too Much
Did you know that once your email reaches 102 KB in desktop mode, it’s likely to clip? This is even lower for mobile. In fact, emails as low as 20 KB may clip depending on the email service provider.
Trying to fill your emails with large images, columns and heavy blocks (such as GIFs) makes your emails more likely to clip. Like the above, this means that critical information is withheld from customers. Plus, it can disrupt your formatting, especially around the clipped area. This can warp images, text and messaging, confusing customers.
If you have many things to say, consider making your emails a ‘part series’ rather than a single send. This way, you can show everything effectively and reduce your risk of getting cut off mid-sentence.
The Email By Design Team Provides Email Design Support
Whether you’re seeking help designing your emails or you have questions about your email design, we are here to assist. Contact us today by booking a free 15-minute consultation. We’re excited to see how we can energise your email marketing.
