A well-designed email is key to achieving your email marketing goals. When designing an email for marketing, make sure it can be delivered, opened, and read. It should also prompt the recipient to take action through a CTA.

Email marketing is an excellent investment for business owners and organizations. Research tells us that the returns are about 36 more than what you spent on the campaign. One possible reason email marketing is so effective is that people check their emails a few times a day.

Follow these practices when designing an email for marketing.

Enable Different Views

The most fundamental consideration is the device in which someone will view your email. Design your email in HTML view for desktop and mobile devices. If you’re targeting people you think have simpler phones, just use text.

Text emails are minimal, plain, and straightforward. Simply open your Notepad, type the message, and copy it to the email. Meanwhile, HTML emails are more complex. They have links, stylish fonts, and even images. Many marketers and designers use this when designing an email for marketing. To solve this, just give them the option to view in plain text or HTML. 

Templates Help in Designing an Email

An email template can help beginners craft the perfect email for marketing. There’s no need to exert much effort in designing an email because there’s already a predesigned structure. 

If you’re using an email service provider, ready-made templates may be available for your convenience. These templates will help you brainstorm your own content. It will also make sure that it is presented appropriately in different email readers

The Subject Line is Part of Designing an Email

The subject line is the initial thing the reader will notice when they get your email. Studies even show that about 50% of your audience will open your email because of a good subject.

The secret is to make the subject line clear and direct to the point. Your audience should know right away what the content of the email will be just by the subject. Even though it’s the shortest part of the email, it’s often the most vital and hardest to design. 

It needs to be 40-50 words, clear, and personal. But it also has to be entertaining or a tease. Another tip is to avoid words currently found in spam emails, like cash or free. 

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Add a Preheader

The preheader is simply one to two-line above the email header that redirects to a “view online” link. This is most important for mobile users who need a mobile version of your email. Sometimes, when designing an email, you should also place your Call to Action in this part. 

The preheader may seem unnecessary, especially if there’s limited space, but it’s valuable for readers. It guarantees that each receiver will still be exposed to the CTA one way or another. Even those who don’t open the email will see the preheader on the inbox or preview pane. 

Craft the Body

The body is the most comprehensive part of designing an email. Be creative, informative, and encouraging. Some senders use drag-and-drop templates, while others create from scratch. 

Here are a few pointers:

  • Use a tone in your emails that complement the identity of your brand.
  • Stick to a color palette that resembles your brand. Keep it strong, bright, and unique to grab the user’s attention.
  • Chunk your text so avoid visual clutter. Try graphic icones, headers, lines, or shapes to break up the text.
  • Stay clear and concise. If you have a lot to say in the email, try adding a button that says “read more”. Try to make the content as short as possible since readers don’t spend a lot of time on every email.
  • Align the text. The message must be readable and well-aligned to make it aesthetically pleasing.

For the actual content, it’s important to stay relevant to the needs of your subscribers. Obviously, a person is more likely to open a message that is suitable to their interests and needs. Studies even show that relevant email information can give a 760% increase from your campaign. 

Are your readers male or female? Where do they live? What are they interested in? These are just some characteristics of the audience to consider. It’s common sense that one shouldn’t spend 50% offers on men’s shoes to women. Given the diversity of your email list, try segmenting them. Then, only send significant offers to a distinct segment. 

Personalize Your Email

Having an email service provider will let you customize your email based on your recipient. It will make the feel of the message more professional yet humanizing. It builds deep relationships with consumers and enhances the rate of retention.

You can personalize the email if you have a database that can store the name of the readers. For example, saying “Hi, Heather Dunphy” instead of just “Dear valued customer” will be more pleasing to the reader. You may also personalize the subject line occasionally. 

Always Include a CTA When Designing An Email

What use is your email marketing campaign if your audience doesn’t perform some sort of action? These buttons will tell your potential customers what they should do next. Are they supposed to donate to your fundraiser? 

A good email has only one CTA button so that the reader doesn’t get perplexed. That one action should already determine the success of your marketing campaign. And besides, emails should not give your subscribers various options

Design an Email Signature

Develop an email signature to establish your brand identity within the email. It should not just include the name. Put your contact information and company. Social media links, a photo, and industry disclaimers are also great additions to your email signature.

© Image credits to ROMAN ODINTSOV

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