In Part 1, I talked about how consistency while being creative is important to make your emails suck less. In this second installment I will talk about fonts, colors and spaces!
Top to Bottom
It’s important for your recipients to know who the email is coming from (not just abide with SPAM rules). Instill brand familiarity by adding a logo or name on your header and your footer.
And don’t forget to include your value-added links at the bottom of your email, along with ways to contact you, social and unsubscribe links and other legal information. Keep your header and footer simple and subtle, let your main content stand out. You can play around with colors and text with colored-backgrounds to create a separation between blocks.
Make use of a table of contents if you have a lot to cover, this is great for newsletters especially for publications. Make your content easy to scan, so recipients do not need to read every word to understand your email and click your CTA.
Use short sentences and paragraphs and separate your content sections with space (more on this below), lines or even images. Keep things short and bring valuable content only. Imagine you’re selling something to Jeff Bezos, does he have enough time for your BS? Focus on your purpose and general idea. Stick to it.
The average length of the emails is around 450 words or 3 min of reading. And the tendency is moving forward into shortening of emails. More than 50% of marketing emails shorter than 300 words.Igor Ozherelyev on 5 Things to Know Before Starting an Email Marketing Campaign in 2019
Design for the brand and product, with purpose
There’s no shortcut to email marketing success. You can’t use the same email design for beauty products and a food brand. Your storytelling will be different and so should your design be. If you are selling a single product, your focus should be on that. If you have a huge inventory, your email design and strategy gets even trickier. And when you have multiple products or categories to display, a navigation menu is your best friend.Read More