A person first notices visual elements and only then reads the text. The structure of the letter, illustrations, text formatting, color scheme, ease of reading on a smartphone – all this determines whether the recipient will read the letter to the end and perform the desired action.
Email newsletter design affects more than just readers. Email providers don’t like emails with errors in design and layout, and often send such newsletters to spam .
In this article, we will talk about how to make emails visually attractive and effective. We will also show common mistakes and successful examples in the development of email newsletter design from different brands.
Email newsletter template design: general recommendations
The basis of an email is a template. It is designed in the style of the site so that the subscriber can associate the letter with the company to whose mailing list he has subscribed. It is worth approaching the development of the template very carefully – in the future it will determine the structure and appearance of your mailings.
How not to
1. Don’t change templates too often. If a subscriber receives a different letter every time, it will be difficult for them to remember the company’s image.
2. Don’t use the corporate color as the main one if it is too bright. It seems logical to design the header and Israel Phone Number List bars in the company colors. But if there is too much of this color, the letter is hard to read.
3. Don’t format text with a picture because:
- it is difficult to change the layout – you will have to ask the designer to redo the picture;
- if there is a promo code in the picture, the reader will not be able to copy and paste it, you need to retype it;
- In addition, if you use a picture for the entire letter, email services may send it to spam.
We recommend that you read:
- ” Why emails end up in spam and how to deal with it “;
- ” How to exit spam – complete instructions “.
4. Don’t make the background colorful , otherwise it will be difficult to read the main text:
5. Don’t neglect professional layout. A poorly laid out letter spoils the impression of the company. In addition, letters typed in Caps Lock, in a loud color and in different fonts are more often sent to spam by mail services. In the example below, the letter design looks sloppy: there is no alignment along one edge, three font sizes are used, the call to action is in red and there is a clutter of links:
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As it should be
1. Develop a corporate template in the style of the site or based on the brand book. This not only works for the company’s recognition, but also increases trust. For example, the newsletter of the Foxtrot electronics store is made in the brand’s corporate colors, and the letters include a recognizable character.
2. Test individual elements of email newsletter design , not the template as a whole. This way you can track the effect of changes and the company’s image will remain recognizable to subscribers.
3. Create several templates for different types of emails. This will save you time when launching newsletters. For example, the designer platform Dribbble uses several types of templates. The first is for digests:
The second template is for promotional mailings :
4. If your brand colors are contrasting, use them to highlight important information or for banners. In the example below, in addition to the logo, the call-to-action buttons are highlighted in yellow:
5. Develop a logical structure for the letter. The main advertising or informational message should be placed on the first screen:
6. Keep the letter width to 600 px. This way the email will be displayed on the screen of any mail service without horizontal scrolling.
7. Alternate text blocks and images. This is necessary for better email deliverability when you are just starting to send out emails and your domain has not yet developed a positive sender reputation. There are tips to stick to a ratio of 80:20 or 60:40. That is, so that the email contains 80% text and 20% images.
8. Entrust the design of the email newsletter to a professional layout designer so that the design of the morocco phone number library headings, text blocks and images looks harmonious. You can see an example of the design of the newsletter with a beautiful and neat layout in the letters of the Walmart retail chain.
Responsive newsletter design
Whether the letter will be displayed correctly on bmb directory the screen of a mobile device depends on the adaptability of the layout. Errors in adaptability not only spoil the appearance of the letter, sometimes they make it useless. For example, if a smartphone user cannot click on a link because it is too small and has “slipped” somewhere, he will not go to the site and will not buy anything.
