Advice from the Pros: Email Design Techniques for Higher Conversions

Many people believe that email marketing has lost its relevance over the last decade, but statistics show otherwise. It was reported that organizations and customers send and receive over 293.6 billion emails every day, and this number is only expected to rise by 2022.

Email might be one of the oldest marketing tools in our kit, but it’s also one of the most effective. They’re the best way to send personalized messages to target audience members and garner engagement faster than Facebook or Twitter. But to successfully establish a relationship between a brand and customer, it’s critical to understand the interests of customers and how email design plays a role in convincing them to convert.

For any email campaign to be effective, it needs a thorough analysis of the target audience and the latest design trends to retain customer engagement and increase conversions. If your email marketing strategy is lacking in results, then it’s time for an upgrade.

Here are some tips from email marketing experts to make your emails more inviting and bring better conversions.

1.    Use Inviting Colors And Imagery That Will Grab Attention

Sending boring and outright dull emails can be a major reason why readers aren’t clicking or converting to your business. You might be following other critical email design principles, but if your email campaign is uninviting and lackluster, then your email is probably ending up in the junk folder. You must utilize colors, attractive imagery, and graphics to boost engagement and conversion rates.

However, it’s essential to stay consistent with the brand and display similar branding to build rapport and establish trust with clients, readers, and subscribers. Colors, font sizes, and images help increase click-through rates. If your email is product-centric, then keep a white background with bold text, so readers focus on the message and the highlighted product.

2.    Break Up Your Content Strategically

It’s very easy for an email to end up in the spam or junk mail if you’re not strategic with the way you present content to the audience. If the audience finds an overwhelming amount of information when they open your email, they’re most likely to get bored and revoke their subscription. The idea is to keep the email simple yet appealing, so the reader isn’t confused or distracted.

If your email consists of a variety of content, then it’s recommended to section the pieces appropriately for easy consumption and understanding of the subscriber. Try your hand at creating borders, geometric shapes, and other layouts to divide your content in an attractive form. This makes the content easy to read.

To make the task easier, marketers can harness a marketing automation tool that comes with numerous email design features to assist in breaking up content into more consumable fragments. Using this approach will help businesses target segmented audiences depending upon the relevance of emails that quickly lead to CTA.

3.    Establish Trust By Integrating Website And Email Branding

When a subscriber receives an email from your business, they should automatically be able to remember and relate your website as well. Your email campaigns should act as an extension of your website by integrating the same layout, fonts, color palette, etc. to represent the personality of your business.

This helps to create consistency in their online experience so the audience can recognize your brand across various channels and digital media. Businesses can find several templates online that allow them to customize their email campaigns according to their business websites, so the result is a highly compelling email design.

As per email marketing expert Kate Kennedy, following this continuity helps readers to familiarize themselves with the brand and, ultimately, trust the email, so they’re more likely to click-through and convert. Businesses making use of this digital marketing technique have encountered improved ROI and witnessed higher engagement due to the refined email design.

4.   Follow Minimal Design To Keep The Focus On Key Features

The idea of keeping your design simple is to eliminate distractions and effectively convey the message to the reader. Time is money, and people are impatient, so they’re not going to scroll through paragraphs of text to get to the point.

Don’t use distracting colors and unnecessary images that can stray people away from the point of the email. Stick to the point by using one or two images with bold texts emphasizing the CTA (call-to-action) button. The concept behind keeping the CTA button bold and visible is to prevent the subscriber from getting distracted and misunderstanding the point of the message.

It’s important to highlight the most important elements in the email and keep the rest simple, so the reader’s eye is immediately drawn to the CTA buttons. When the button is hard to miss, there is a higher chance for the receiver to click and convert.

5.    Include Gifs, But Sparingly

A fun way to make your emails more appealing and convey an important message is through GIFs. While people enjoy seeing videos as well, they can sometimes take too long to load or don’t go through due to size limitations. This makes GIF files a quick and easy way to brighten up your email message by taking up lesser space than videos.

The aim is to grab the reader’s attention and convince them to convert. Gifs can be used to represent your brand message, products in application, or a range of your products. It allows you to creatively display your products and services while keeping things interesting for the reader. As a result, marketers will witness an increase in click-through rates and gain positive impressions.

Wrapping Up

Ultimately, for all of these tactics to show promising results, you need to have a thorough understanding of your audience and what their preferences are. Following these suggestions can help you increase conversion rates and stand out from competitors in the market.

Experiment with varying email designs and approaches and remember to track their performance to see what brings the best results. Did these tips work for you? Let us know in the comments section below!

Guest article by Arslan Hassan

Arslan Hassan is an electrical engineer with a passion for writing, designing, and anything tech-related.

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