The Essential Elements Of Email Design
Designing an effective e-mail for your marketing campaign should be easy to read, easy to skim, professional looking and as simple as possible, meaning few graphics that will bog down the loading of the e-mail itself. It should also be inviting, professionally worded and should be an accurate representation of you and your company. It will show your customers that you have taken the time to put some serious effort into your marketing campaign because you appreciate and respect them.
Plus, if you make sure that you put the most enticing tidbits in your e-mail first, your customer will be more likely to read it. Invoke the 1-5-10 rule: the customer gives you one second to see what your e-mail is about, five seconds if you catch their attention, and ten seconds to read through the copy if they are interested in what you have to say. If the reader is not pulled in immediately, then you are doing something wrong and need to reconsider the wording of your content.
Will fill your e-mail with as much information as you possibly can, you still want to leave ‘white spaces’ in your content. These are the lines between paragraphs that give your eyes a chance to rest while reading. Use your white spaces to break between the different elements of your e-mail body. As you would pause at a comma when reading aloud, white spaces create a visual pause on the computer page you are reading.
The body of your e-mail can vary in length depending on what you are trying to convey. Longer content works great for a newsletter that conveys something new that you want your customers to learn. Short copy works well for promotional types of e-mails that attempt to get your customer to do something, like make a purchase or come to an event. Limit your fonts to styles that are not fancy, but easy to read. Try to keep your font size consistent and limit your headlines to one style.
You can make your content interesting and eye catching by using a little of color in the copy. If you want to attract the customer’s attention to an offer or call to action, choose a color that will catch the eye. The reader will see the different color and be curious as to why. Be consistent in your use of color throughout all of your e-mails. Your logo and the colors you use for certain elements of your e-mails are your public face and people will immediately relate them to you.
Finally, if you are going to use graphics in your copy content, make sure the colors you use to highlight certain elements complement the graphics. You don’t want to use graphics that are too busy or patterns that will take away from the message you are trying to convey. If your graphics is one that is too much to see and you want your reader to look at it, don't waste your time. They will ignore it, move on, and miss what could be an important message. They will not be interested in.