Email is one of the most successful and engaging ways to interact with your customers out of all the options we have. Email is a channel over which you have total control, a channel through which you can communicate directly with your audience, and a medium that allows gauging their interests continuously.
Emails are powerful content marketing tools, but they’re frequently forgotten about – deleted, unread, or unopened. Across sectors, average open rates are around 25%, but click-through rates are less than 5%.
Every email serves a different purpose, and one of the differentiating factors among HubSpot email templates or the ones from any ESP is their approach to the overall design. If you know how to curate the email designs to meet your expectations bang on, here’s a small list of email design elements that will help you pave your way ahead:
6 Elements For A Perfect Email Design
Keep these six design elements in mind when designing your email newsletters to boost click-throughs.
#1 Keep Your Layout Oriented Towards Serving Your Audience
The flow of your email and the order in which your readers consume information are determined by your layout, which is the foundation of any design. A dull block of text is simple to overlook, whereas innovative design draws attention to the desired location.
Whether you’re a B2C or B2B company, email templates are usually divided up into a few horizontal levels, so there’s plenty of freedom to explore and experiment. Just make sure what’s above the fold is engaging enough to keep people interested. On the other hand, when sending messages directly to your users, you might want to keep things tractable, like in the below example:
#2 Use A Subject Line That Is Unique To You
We all know how essential the subject line of an email is, but still, most marketers don’t put in the required efforts. Using the recipient’s first name and addressing their unique requirements are the greatest ways to customize your subject line. The next thing is to use a bit of conversational tone and even use emojis that are consistent with your brand tone.
I recommend picking up an emoji and making it a regular part of your subject lines as well, as the design of your HubSpot email templates. You can also use a different set of spellings for some repetitive words to make the experience truly customized to project your brand in the recipients’ inboxes.
#3 Pay Attention To The Copy Tone And Color
The use of color in email marketing, like any other design endeavor, helps define the tone of your message and has the ability to evoke a strong emotional reaction and a deep feeling of familiarity.
Color may even boost brand awareness by up to 80%. Consider the most well-known brands you’re familiar with; they’ll all have a color association. While Starbucks highlights green, IBM is synonymous with blue, and so are Hewlett-Packard and Dell. The color red reminds us of Coca Cola like none other.
Use colors to establish consistency and increase that instant awareness, whether you’re using one major hue or changing it up. All email service providers do not support images in email or email clients turn them off by default, so don’t forget to provide alt text to all your photos. Also, add a fallback color to background images.
#4 Use Negative Space To Your Advantage
White spaces, contrasts, and dramatic silhouettes form negative space, which is a powerful visual tool. Awareness and skillful use of this design aspect of your HubSpot email templates allow your information to breathe and generate distinctive shapes that keep the eye engaged and fascinated.
Many graphics and long lines of text can rapidly overwhelm a reader in an email, especially because most people read emails on their smartphones or tablets. On tiny displays, a little negative space may go a long way. A designer’s main goal is to make an email look simple and to un-clutter the visual frenzy that often pollutes the message.
#5 Personalize Emails Using Recipient Information
We enjoy hearing our own names spoken out, and Dale Carnegie laid utmost emphasis on this point. With this, our brain activity rises, and this enhanced activity may be used to capture and engage your audience via email.
This is just one of the aspects, and you should be using 360-degree customer data, including their recent activity on your website. You should also analyze if they are spending more time but not making purchases according to previous spending history to see if you are losing sales to a competitor. Thus, personalization in emails is an area that rewards in direct proportion to the efforts you make.
#6 Remember To Provide An Unsubscribe Link
Consumers are unsubscribing from emails in 14% of cases because they have become bored of the brand. This indicates such emails aren’t providing them with the value they expect. But, you cannot keep every subscriber happy, and they will not always be a part of your target audience.
Giving subscribers a clear and straightforward mechanism to unsubscribe saves you from getting marked as spam. Also, it is legally a necessity according to various laws, and failing to comply can invite lawsuits.
If you want your emails to be effective, you must continually optimize your email marketing efforts and especially email designs. As our audience’s behavior evolves, new technologies arise, and the email inbox gets more difficult to access, we as marketers must adopt these components to ensure success.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.