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Essential Tips for Email Design in 2019

May 20, 2019
By Krista Brea

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Email design is a bit like building a great burger. If all the most favorable elements aren't utilized appropriately and in the correct places, it just isn't going to taste right. Use these awesome tips to design a great email in 2019 and increase engagement for your next email marketing campaign.

Create a clean eye-catching design

If your ideas aren't being communicated clearly, your unsubscribe rate is going to soar. Utilize animated GIF images to capture attention and draw your recipient into your email copy. Be sure that your email design is accessible, responsive and intuitive in order to give your readers a great experience across all devices. Build out responsive templates that are both attractive to the eye and consumable for readers. By creating overlapping and eye-catching elements, you can decide how your readers' eyes travel through your email.

Reduce barriers to engagement

In relation to UX, we talk a lot about reducing friction. Friction occurs at any point where an email reader gets lost, confused, slowed down or blocked. It's essential to reduce the friction between your reader and the intended action of your email. In order to take best advantage of your calls to action direct your subscribers to landing pages that are most relevant. You can reduce friction for higher engagement and conversion by:

  • Keeping it in the inbox: Create a micro-site, landing page or shop within the body of your email so that readers don't have to navigate away to complete an action.
  • Employing forms in your emails: Save your user time and collect valuable information by dropping a form directly in your email. Many brands are able to collect user feedback efficiently by using a form built-into the email they deploy.
  • Use video in your emails: Drive home your message and boost engagement rates by dropping a video directly into your email. Research shows that email marketers who use video grow revenue 49% faster than those who don't.
  • Images that make an impact: Use images in your design that relate to your demographic. If your recipients are able to emotionally relate to the images you use, they are going to have a much higher chance of engaging with your brand. For example, if you are an online shoe store you can target younger women with imagery of ladies in heels or wedges. Where you would speak more to older women by showing an image of a more mature women wearing comfort shoes.

Get comfortable with AI

You have been segmenting your email lists based on behavior, demographics and more for years now. You probably have that down to a science. But the caveat is that your segments need to be kept broad in order to capture everyone on your list into one of a few buckets. With AI, you can actually customize your content to each individual user and automate that customization. This means you now have the power to give your subscribers a human experience without paying for human labor. Pretty cool, right? Once you've had the subscriber click over to your website, AI also has the power to help automate your chat-bots to answer initial customer questions, vet prospects pre-funnel and generally assist all of your marketing efforts.

Create an experience

If you want to stand out and captivate your audience, you can't give them a plain burger that's been sitting on the warmer - they've had plenty. You need to add some toppings, toast that bun and serve it fresh. Make the emails fun by peppering in exciting colors and animated GIFs. Entice your audience with imagery that is appealing to their needs. Lead your buyers down a clear path so that you guide them to your call to action without distraction.
 
The bottom line is that you can use data to power engaging content. Checkout our Email Intelligence services to learn how you can reveal more demographics about your audience.

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