The purpose of any marketing email is to get people take some type of action.
From a design perspective, that means making it easy for the reader to consume the information so that they can take the desired action.
Here are some things to keep in mind.
Tip one: Keep your email focused.
The best emails focus on one topic. Then provide only the information that somebody needs in order to take that next step.
Tip two: Keep it simple.
Really, all you need in your email is a picture, a paragraph, and a call to action.
Use a picture to pull somebody in. Just make sure it supports the message you’re trying to get across.
Use your paragraph to expand a bit and get people excited.
Then a call to action to let them know what they’re gonna do next.
(Note: there are exceptions to the rule. For example, sometimes a plain text email without a picture is perfectly fine. It depends on what you’re trying to accomplish.)
Tip three: White space is your friend.
Big paragraphs of text look like a chore to read. The big paragraphs are also difficult to skim, which is how people read online.
Using white space in your design allows you message to breath and make it look more inviting to skim and ultimately read.
You’ll draw people in instead of pushing them to ignore and delete your message.
So, keep your email focused. Keep the design simple. Use white space. And avoid those large blocks of text.
Then you’ll be on your way to driving more action with your emails.
Are you thinking about how design can impact your email results?