We’ve previously discussed how important email can be for launching an app or another start up. But did you know that the design of your email is just as important as the message? An effective design can make or break an email campaign, which is why we’re bringing you our top four tips for great email design.

Let Text Have the Focus – But Make It Visual

Did you know that 90% of the information our brains process is visual? This means that your readers are first perceiving texts as images, rather than as information they need to consume. That is why the way your text looks is just as important as the message it is delivering. Bullet points, text that is broken up into smaller chunks, subheadings, and other ways to break up text are all very important. They allow readers to process the image of the text as easy to consume, which means they are more likely to read.

Keep It Focused

One of the worst things you can do with an email campaign is cram more than one message into a single email. Focus on designing an effective email that drives home a single point, delivers a single message, or requires a single action. Anything more will overwhelm your design and make it harder for readers to scan the email quickly. You want them to be able to barely look at your email and still get the point. This doesn’t mean you have to change your brand’s personality – just edit wisely to make it easy for your readers.

Use the Inverted Pyramid Style Guide

If there’s one industry secret that many email creators aren’t using, it’s the inverted pyramid design. Here’s how it works: Picture the content of your email, including text and images, as an inverted pyramid that leads your readers to the bottom. First should be something that grabs their attention. For many businesses, this is their logo or a picture of their product. Next should be something that builds anticipation. For most, this is a small paragraph of text that really sells the product. Finally, the call to action is at the bottom.

It’s essential that the top two items keep the reader going to the call to action – that’s the goal of sending out the email, to get them to that point. If you’ve done your job well, that call to action will be irresistible.

Remember Mobile Responsiveness

If your email design utilizes multiple columns, that’s fine – but remember that for readers on mobile devices, those columns will likely end up being stacked one on top of the other. Don’t rely on those being next to each other in your content (such as writing “Check out the links on the right to learn more”). Be sure you test your email on a mobile device so you know what the design will look like. If it’s possible, it’s even more important for text to be easily scannable on mobile devices.

Another important consideration for mobile readers is the way you use images and animated gifs. These items can be problematic if they aren’t scaling properly for mobile. Additionally, they can suck up cellular data if your readers are on the go. Be sure you consider how you are utilizing these big ticket items to suit your readers’ needs.

Go Pro with Your Email Design

Want to ensure that your email campaign design is perfect every time? Arctic Empire can help you stand out from the crowd in all the right ways. Get a quote when you contact us today.