If some of your recipients use a screen reader to discover your emails, the ALT attribute will help them understand what’s inside of your content. And as such, it affects your conversions. That doesn’t mean you can’t send videos through email. There’s no specific number as to what the appropriate spacing or padding should be. While this may be a fair assumption, it’s actually untrue in a number of scenarios. According to data from our friends at Return Path, 65 characters … Use Best Email Design Practices for Mobile Devices Most people compute on the go, using cell phones and tablets to remain in constant touch and on top of things. If you’re using plain text emails instead, you can simply add your URL as a piece of text. Our study has shown that the best performing subject lines don’t follow the “keep it short” rule and focus more on being specific. By 2022, the number of email users around the world is expected to hit 4.3 billion. For top and bottom padding, we usually use 10 to 20px between each element or section. Avoid referencing images. Plus, when they click on the thumbnail the video will open up in their app or browser of choice. Your emails should be visual, and colors play a big part in that. That’s why having great email design is so important — it'll help you capture the attention of, and engage, your email recipients. You, too, can learn how to build good-looking emails and run effective email marketing campaigns. Don’t overcomplicate your email templates. Click the green button below to proceed). Ensure that your email content is readable, ideally at a Grade 6 level. That said, if your recipient doesn’t load the images within your email, you won’t know whether they’ve actually opened it or not. Email design best practices 1. Sometimes your description or CTA button will precede the image, which may be confusing for your recipients. The design of your email … One could argue that this a better user experience than having to watch a video in an email. If your newsletter mainly consists of text, then the only thing you need to ask yourself is whether people will scroll that far down in your message to read all of the contents. One of the important email design best practices to remember when crafting the perfect subject line is that longer is not necessarily better. Instead, they’d rather see their products resized to fit a smaller screen and listed side by side. (.jpg, .png, .gif). Even though they haven’t provided the ALT text for their header image, their email includes well-styled text that’s appealing enough to convince the subscriber to click-through their offer. While there are hundreds of thousands of fonts available on the web, not all of them will be the right fit for email communication. Others prefer to convey as much information as possible, and let the email do the talking. When subscribers receive an email from your company, they should immediately know who it’s from; that is, the colors, images, logos, and other design … When choosing graphics for your email campaigns, you’ll need to decide on the following: When it comes to choosing between stock vs custom-made images, there’s no right or wrong way to go. But there’s a small caveat with this approach, which is why we’re not recommending it too often. The most important thing when you get ready to send your emails is to make sure your images look great. Thanks to this, you could show a different number of points your subscriber accumulated in your loyalty program as well as the different rewards they could redeem. Use a font that’s easy to read and looks great when it’s reduced to a … This is a massive mistake as it is the second thing … This is due to the new authentication method called Brand Indicators for Message Identification (BIMI). Whenever you’re setting up your email template, make sure to check how it renders on different devices and email clients. According to our latest data, average open rates soar above 80% – and click-through rates are around 22-25%. Thanks to this, when the email is viewed on a mobile device the text is not stuck to edge of the screen. Calls-to-action (CTAs) are used to convert your email recipients. When your email recipients open your message, they should know the email was sent from your company. GetResponse offers custom DKIM for free – here’s how you can set it up and deliver your emails better. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '20aa1557-f54e-4dac-ad9d-52d0af5c68e3', {}); Email recipients often scan information and abandon emails that don't offer them value or simply appear to be too dense. If you’re still using a personal email account (like Gmail, Yahoo, or AOL) to send your email newsletter instead of a professional newsletter template, you’re missing out on key design … Free and premium plans, Customer service software. Also, if you choose to create an image header, make sure to provide the ALT text (and potentially style it) to make your message more impactful for those subscribers who have images blocked in their emails by default. Visually appealing email designs and flawless code are the basis to creating the perfect... Optimization Best Practices. Add 10-20 px of extra space around clickable areas to make clicking easier. It’s kind of a mix between the single-column and zig-zag layout we’ve previously described. Stripo requires no HTML knowledge to create and design professional email templates. This doesn’t make you want to click this email, right? It’ll depend on the email client itself, the device your recipient’s using, and the length of your subject line. When using GIFs, pay attention to the size of your files. When it comes to image formatting the situation’s different. Despite that, it’s mostly the larger organizations (or ones with heavier focus on marketing) that make use of personalization. To make your call-to-action effective, you’ll want it to be highly visible. Email design best practice begins in the inbox. First impressions matter — especially in the inbox. So, what can you do? As a collaborative email builder, Chamaileon gives you the ability to invite members of your team to collaborate on your designs. Consider increasing your line spacing and font size to 14-16 px for regular text and 22 px for headlines. Because of this your message may lose its meaning (and impact), or even end up looking funny or awkward at times. Naturally, you can use any font you want (that fits your visual brand identity) in static images and GIFs. Odds are, some of your subscribers are affected by this. You can learn more about this in our post on using Google Analytics to improve your email campaigns. It’s the importance of keeping your text-to-link ratio, which you can read more on in this post on improving your email deliverability. For this to happen your sender name needs to be recognizable and trustworthy, and it absolutely cannot be deceptive. This may affect the overall feel of your message, so it’s better to keep this fact in mind. We’re not going to go into detail how you’d code a mobile-responsive email. It’s the second thing recipients see. If you're anything like me, your answer is likely rarely or never. The welcome email is the single most effective message you can send. Our data suggests that adding personalization to your subject lines could help you increase your open rate by approximately 0.5 percentage point. To ensure your emails stand out and grab the attention of these audience members, your email design needs to be on point. If you do that, two things can happen: 1) your recipients’ email client will pick up that this is a URL and will automatically hyperlink it, or 2) your recipient will need to copy and paste the link into their browser window. Now. To help you better visualize each element, we’ll be using this email template we created for our imaginary content creators newsletter . Let’s check them out again here: Email subject line: Drop Everything. One way to increase your email engagement rates is to add short GIFs to your messages. CTAs should be visible, enticing, and clearly show why they’re valuable to click. To be able to show your logo in the Gmail email apps, your domain needs to be hosted by G Suite, and if you’re sending your emails through an external service (such as an email marketing software like GetResponse), you need to make sure your domain is authenticated with a custom DKIM. Most email marketing campaigns are meant to drive click-throughs to your site or a standalone landing page. Adding YouTube videos to your emails is easy in GetResponse. Because of this, make sure your most important message is placed at the very beginning of your preheader. Just make sure the approach you choose fits your overall visual identity and helps you create the right feel for your brand. For example: Here are few examples of great email footers worth getting inspired by: Footer in an email from Magic Spoon carries a promise of happiness, Gucci uses the email footer to promote the Gucci App, Uncommon Goods use the footer to remind the audience about their core values. Some of the more popular ones are Roboto, Lato, and Montserrat. Therefore, your content may not always be relevant to certain audience members. Design your emails using … Customise the Sender Name, Subject Line and Preheader Text. With great email design, you’ll reach and resonate with your audience members more effectively, allowing you to grow better. In general, the more text, the better your deliverability. 2. Here’s how you’d set your fonts in GetResponse Email Creator: Writing copy for emails is a topic of its own and one could write a whole ebook about it. Email design is the process of strategically designing and creating an email that resonates with your business’s target audience, specifically your current email subscribers and customers. They skim them and often click-through to the website to the read the full information there. You can also customize and save various email design templates so your messaging and branding is consistent. But how does one personalize their emails in general? While this could only be a correlation, we believe subheaders work and are worth giving it a try. These include Georgia, Times New Roman, and Verdana. The fonts you choose define the look and feel of your emails. Want your email campaigns to shine and get your audience clicking? Use hyperlink text that tells the audience what they’ll see upon clicking the link. In most cases, you’ll want to go for the HTML emails, and this is mostly related to tracking, which we’ll cover in a moment. Email is an essential way to communicate with an audience. Thanks to this, you can be sure your email templates will look great on any device. Smart Bug uses a video thumbnail image to promote their webinar. Stay away from generic phrases like “click here”. 1. Below is just one example that comes from a newsletter sent by a brand called MeUndies. But as always, you’ll want to test this and see if it’s going to deliver similar (or better) results with your target audience. Write an attention-grabbing pre-header.. This is achieved through placing links inside of your messages. To learn more about email accessibility, consider this video from Timothy Buck. One of the key advantages of using HTML emails is tracking. Here’s an example of a newsletter that uses this feature to drive people to their different product categories – Men’s, Women’s, Jerseys, and Hats: When using navigational bars in your emails, make sure to check if they look good and scale properly across all the different type of devices. So, if someone clicks on one of your links, for a split-second they’re taken to a domain that’s used only for tracking purposes and then onto the page you wanted them to land on. Some email marketers also like to put their logo in the footer, right above the disclaimer section and the unsubscribe links. Here’s an example of an email header that follows several of the above-mentioned best practices: Sometimes you’ll want to include a navigation bar on top of your email header. Editor's note: This post was originally published in August, 2017 and has been updated for comprehensiveness. All of their pre-made templates are responsive so readers can easily view them via any device. In order to get them to click through your offer, you need to pull them in and get them to scroll through your message. Emojis can help your emails stand out, but is it always a good idea to include them in your subject lines? It may be tempting to share long and high-quality animations, but these can impact your deliverability and take a lot of time before loading in front of your recipients’ eyes. Still, we’d suggest that you try personalizing your email campaigns even in the simplest form. Great email signature design is another way you can establish a professional and personal feel over email. Millions others have hearing, cognitive, mental, or emotional impairment. According to the Federal Trade Commission and CAN-SPAM Act, you’re legally required to include a “clear and conspicuous explanation of how the recipient can opt-out of getting emails from you in the future”. Learn what it takes to create a successful email newsletter. In this article on using emojis in email subject lines we’ve referred to different studies that have shown both the positive and negative effects of this tactic. So, begin designing your emails while keeping the best practices and examples we reviewed in mind. Here’s what a pre-header looks like in your email inbox: Here’s what a pre-header looks like in your mobile device’s email inbox: How many times throughout the day do you find yourself opening an email thinking, I can’t wait to sit down and take the next 5-10 minutes to really dive into this email from Business X! Good email design isn’t just meant for the visual appeal. If you want to engage your audience, there’s nothing better than videos. Last but not least comes the footer, another important part of your email templates. If someone enters the wrong email address, the welcome email … Make sure that they’re simple, aesthetically pleasing, and recognizable. Choose an appropriate email template Use less than four font types and colors From name = your brand name, From address = an identifiable email address … Don't use ALL CAPS or spammy words, … Your email template consists of many different blocks and sections. The latest email design … Mind the fold.. … To make the daily emails engaging and unique, they include previews of the articles and an occasional quiz. But that’s not all. to break up the written content and create a memorable experience. And if you want them to access your emails better, here are some things you should keep in mind: Also, in your copy, avoid referencing colors or spatial placement of elements within the message (e.g. The software allows you to A/B test emails to determine which designs work best. Just open up the image like in the GIF below and save it, and it’ll be automatically compressed to better fit the ISPs needs. We'll send you an email to confirm this shortly. That said, don’t be too worried if you’re unable to cut down on words. To learn more about adding your logo and implementing BIMI, check out this post from Agari. Here are some of the elements you can use in your subject lines to make them more visible in an inbox: At the same time, you should avoid the following: For your inspiration, here are creative email subject lines that Phrasee’s uses in their email newsletters: If you have too many characters in your subject line it may get truncated in some of the email mailbox providers. And as email inboxes tend to be very busy places, it won’t hurt if your subject line also stands out in some way. Email signatures shouldn't just include your name — they should contain other defining and memorable characteristics about you, your role, contact information, and company. There are a number of email design tools with a wide range of capabilities (some completely unrelated to email design!) Use captions and be careful about substituting actual text with images (this also applies to gifs and emojis). More advanced use-cases of dynamic content would allow you to display an entirely different message (copy, images, links) based on the customer information you have stored in your database. Your email subject line is the first thing anyone sees when you send them an email. In most cases, you’ll want to stick with the .jpg and .png formats and optimize your images with a tool such as Squoosh. The Ultimate Guide to Email Design Best Practices for Marketers Crafting the Perfect Email. Pro tip:Adding GIFs to your email works the same way as if you were adding a normal static image. First of all, make sure your newsletters consist of both elements – text that’s styled properly and images that have the ALT attribute filled in. This will show them you value their time which has the potential to help you improve email subscriber retainment. Which approach should you use? All of these elements need to fit together, but there also needs to be some “breathing air” between them. You can either use standard copy like “Buy now” or “Order today”, or you can try a more descriptive approach using copy like “Try this sweater”, “Preorder this game”. Subject line. These can help you engage your audience better and lead to outcomes like in the example below.Note: The integration with NiftyImages is currently only available in the old GetResponse Email Creator. Many mailboxes will display your message in a frame that’s surrounded by additional sections and tabs. If you’re someone who does have coding experience, and you want to take your design a step further, MailChimp offers you the ability to code your template as well. The primary goal of the sender name email field is to inform the recipient of who the message came from. GetResponse. . And if you’re looking for an email builder that makes creating email templates a fun and rewarding experience, be sure to sign up for a GetResponse free trial. The software ensures your emails will have a responsive design and automatically comes with over 100 pre-made templates to customize for specific recipients. An email inbox has only a limited width and simply copying the menu bar from your website might not be the best approach. An email that’s mobile-responsive will look good, both on smaller and larger devices. There’s no right or wrong, but you’ll want to test both of these approaches to see which one matches your brand better and is going to generate the best results. Your email pre-header is a preview of what the email … There are several popular email layouts you’re likely going to use. In order to make sure you’ve only included high-quality images, we recommend setting your images to the maximum quality with a resolution of 72 DPI, or high dots per inch, and increasing the dimensions of the image in … Send welcome emails. This means that your logo, imagery, typography, colors, and call-to-action buttons need to be consistent with what you’re presenting on your website and other marketing channels. Craft a strong subject line.. 2 min read. Two-column layout is often used by brands that focus heavily on using imagery in their emails. This is done through the use of dynamic content, a syntax that lets you essentially decide what type of content will be displayed to a particular subscriber. Want to learn more? However, you can be more creative with your email footer design and use it to build a positive brand experience and reach additional goals. You might determine you need to make changes and updates to get the most out of your email design. It may sound counterintuitive at first, especially that our screens are getting bigger these days, but keep in mind that not all email clients work the same. And it’s not only about being able to read or see your emails. If your newsletter consists of several images, then having a long message with multiple graphics could lead to it getting truncated by larger ISPs such as Gmail. As far as email design best practices are concerned, the email’s preview text (often called the preheader) is something that is frequently overlooked. To explore this further, read our guide to best email fonts. The two main things that you can track with emails are message opens and link clicks. According to the World Health Organization, over 2.2 billion people live with some form of visual impairment. If you want to emphasize a piece of information, don’t just do it with color. This method is still in the beta phase, because of which it’s only supported by certain email provers, but it’s likely to be picked up by other such services in the near future. Get inspired with 15 free and downloadable email templates designed for marketing and sales with previously written copy to save you time. Preheader text: It’s our birthday Sitewide Sale + Free Shipping & Returns to celebrate! Adding social sharing buttons at the end of your emails is a thing of the past. In other words, it’ll make your email campaigns more successful. At first, emojis may seem like an unnecessary or unprofessional addition to an email. You need to test this yourself and decide on what looks good in your opinion. But remember: When using emojis for marketing purposes, make sure you know the meaning and connotation of the specific one(s) you incorporate. This will let you track your email campaigns in your GA account and provide you with more information about your subscribers’ behavior and preferences. This section can especially come in handy if you track the clicks in each individual menu item. Like in this example from our Gmail web client: There are no clear guidelines as to how long your emails should be. A vast majority of email marketers use the footer in a rather generic way, including only the elements they’re required to include by law (such as company information, an unsubscribe link) and social media icons linked to their company profiles. In most cases, you’ll want your buttons to have approximately 44 x 44 px (minimum 29 x 44 px). For more accessibility design tips, check out our article, Email Accessibility Design Best Practices. We’ll start with these three elements, then move on to the building blocks of your email. HubSpot’s Email Marketing software allows you to create, design, personalize, and optimize all of your emails. All you have to do is switch the toggle “Reverse columns on mobile devices” and your blocks will appear differently than on desktop clients. If you’re using the GetResponse Email Creator to build your emails and you’re uploading your own custom graphics, be sure to optimize them first with our image editing tool. In a one-column layout all your email content is placed within a single column, one after another. Meaning your email should be branded. By that, I mean whitespace. To field of your email should be personalized to the recipient’s name, not their email address. Editor’s note: In GetResponse Email Creator you can adjust the order of your blocks for mobile devices separately. But in text, you’ll want to stick to using system fonts and web fonts. If you’re still working on an established visual identity, consider these pointers: Adding your company logo to your emails can help you distinguish your brand from all the other businesses your recipients will see in their inbox. Here are some specifics you can include in your email signature: A great way to streamline the process of working on and incorporate all 13 of the above best practices is to use email design tools and software. (This isn’t an issue for image blocks, so we sometimes skip the left and right padding there). Notice the difference in length of these email subject lines. Great images matter in all aspects of marketing, including emails. While we’re fans of using emojis, you’ll need to test this tactic yourself and see whether it matches the tone of your communication and your target audiences’ needs. (If you need some inspiration, check out these effective unsubscribe pages.). Their support is nearly universal and many of us enjoy sharing them around either on Slack, Facebook, or Instagram. Rather, incorporate on-brand and engaging images, videos, GIFs, animations, etc. Include extra breathing room between CTAs to make clicking easier. If recipients open an email and only see paragraphs of information, it’s likely going to be difficult to hold their attention and keep them interested in your message. All you have to do is provide the URL and it’ll automatically create a thumbnail with a play button for you. And if you don’t want to start from scratch, you can just use one of our free email templates and customize them to fit your brand seamlessly! Before reviewing email design best practices, let’s address content. You can also have secondary CTAs, but as the name suggests, these shouldn’t take away the attention from your main goal. Use a tone in your emails that complements your other content and marketing materials (like your website and social media). Personalization is a fairly common tactic used by marketers crafting their email subject lines. HubSpot sends subscribers Marketing Blog emails every day. As an inspiration, consider this newsletter that looks good before and after you load the images. Starbucks customers and members may have seen this email, or something similar, in their inbox before: The email complements Starbucks’ marketing and branding, and there’s plenty of white space separating the written information from the engaging imagery. Especially that adding a “view this message online” link to your preheader won’t take too long and it can help your audience view the newsletter, even if the images have been automatically blocked by their email client. He has 8-plus years of expertise in online marketing with a Master of Science Degree in Strategic Marketing and Consulting from the University of Birmingham (UK). Mainly, your header. Tip 4: Use an easy-to-read font. Many bloggers get away with this approach, but it may not be ideal if you’re looking to sell ecommerce products. Look for inspiration in articles like this one on, A powerful headline that summarizes your main offer, Something interesting or enticing that immediately captures attention, It’s got the company logo clearly visible at the top of the message, Bold and intriguing headline and a subheading right underneath, An intriguing but hard-to-describe image in the middle, A bubble that reinforces the interest sparked by the headline, Where are you going to source your images from? One thing to keep in mind is that it may be difficult to estimate how much of your preheader will be visible in the email client, which you can observe in this image below. What looks good on a desktop might not always look good on mobile devices. So, one of the … Editor’s note: We recently hosted a webinar on email design where Matthew Smith, founder of Really Good Emails, talked about the do’s and don’ts of designing automated emails. Yet surprisingly, only 11% of messages have one. How much space in the email will your images take? Similar to most marketing efforts, email design is an iterative process. Let's get started. 2020 This way people using screen readers will be able to understand the content better, Be careful about the contrast ratio of your images and colors. Welcome emails also help keep your list clean and improve your email deliverability. For more information, check out our privacy policy. In this guide, we'll talk about what email design is, cover 13 best practices, examples of successful email design, and offer some tools you may be interested in experimenting with. You can also sync your current email service provider (ESP) with the software to access all of your email and contact information from a central location. This refers to the so-called image-to-text ratio, an aspect we’ve talked about in our post on how to improve email deliverability. Michal is the author of more than 100 articles, ebooks, and courses for both GetResponse and renowned websites like Crazy Egg and Social Media Today. You can reach out and connect with Michal on LinkedIn. In general, the heavier your files are the harder it’ll be to deliver them to your subscribers’ inboxes, so whenever you’re creating graphics for your emails make sure they’re web-optimized. Which designs work best effective unsubscribe pages. ) a mobile-responsive email segment your audience clicking, incorporate on-brand feature!, AOL, etc. ) to this, you ’ re setting up your email for... Editor ’ s made almost entirely of an email to confirm this shortly Last but not least comes the,! First impressions count for a lot in the past text over yellow background may be confusing for your audience! A limited width and simply copying the menu bar from your website might not be deceptive this... Marketing and sales with previously written copy to save you time always look good mobile. The daily emails engaging and unique visual content in your recipient, it 'll feel more thoughtful,,! How email design tools with a quick way to ensure that all email! Templates to customize your email open rates to engage your audience better and trigger... Before and after you load the images to hit 4.3 billion well, consider using Fontpair or the! Like on different devices and email recipients and boost retention rates the recording of this, simplify their lives an. Bonus Checklist ) subject line to have approximately 44 x 44 px ) to read.... Confirm this shortly to pique the interest of your target audience, there ’ s to. A better user experience than having to watch a video thumbnail image to promote their webinar see clicking. Sections and tabs reinforce your subject lines straight to the point users, you can be your... Bonus Checklist ) subject line is the first step emails instead, you re! On smaller and larger devices images and GIFs so that they ’ re valuable to click this email, above! While this may be confusing for your target audience, there ’ s take a look at successful. Video in an email to confirm this shortly away with this approach, may! Other things a wide range of capabilities ( some completely unrelated to email design practices. Used to summarize the main text and 22 px for regular text and 22 for! Open license ), here 's a free email signature generator tool given...... Optimization best practices 1 authentication method called brand Indicators for message Identification ( BIMI ) to! Here are two articles on the dos and don ’ t need any it or coding,... 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Software ensures your emails date with the latest email design … don ’ t an option 44 px...., Lato, and you can establish a professional and personal feel over email are so! On using imagery in their app or browser of choice automatically comes with over 100 pre-made templates customize. Clear guidelines as to what the email … email design and one for the visual appeal that your! Updated for comprehensiveness too, can learn more about Michal, Copyright © 2020 GetResponse email builder, Chamaileon you. Text that tells the audience what they ’ re using plain text emails instead you. Image properties.. Limit large images and graphics by specifying height and width more about email accessibility, consider Fontpair! … your emails will help you improve email deliverability include a few things to keep reading it tailor towards! Is it always a good idea to include them in your subject lines one more thing you always! Email recipients open your email often automatically blocked in your emails stand out and Connect Michal! Email engagement rates is to add that unsubscribe button isn ’ t your... To confirm this shortly still, we ’ d rather see their products resized to fit a smaller and. You want your buttons to have approximately 44 x 44 px ), some of the more text, more. Unable to cut down on words a newsletter sent by a brand called MeUndies email preheader.... Using HTML emails is easy in GetResponse email Creator you can work to and! 'S a free email design best practices signature design is another way you can work reach! Marketing best practices looking to sell ecommerce products recipients form a stronger relationship with your audience to be on.. Should capture their attention so they want to use bulleted lists, headlines, and Verdana keep reading....

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