Email marketing campaigns can have a massive affect on your traffic if planned correctly, so if you wish to maximise conversions then you need to concentrate on every little detail. Many people have lengthy planning sessions on what to include in their newsletters to wow readers and reel them in, but forget a simple and yet crucial facet of newsletter success – the design.
If you want a truly effective email newsletter, then you need to get the design element as perfect as the content itself. Using a recent Urban Outfitters email newsletter as our example, here is a quick and simple guide to email newsletter design. By following these tips, you’ll be making sure that you get the most from your email marketing strategy.
1. First glances matter
You want your design to make an impression, but also to actually convey a sense of your brand and also a sense of unity with your message. This Urban Outfitters newsletter design (which I will use to explain all of my points) is a perfect example as it has a great design that not-so-subtly gets across both the brand and the message contained within the email.
The motif of the bomb itself immediately makes an impression as it shows that the sale is extremely time sensitive, making people less likely to simple click away from the email itself when they see it. The branding within the design is also great because it gives a sense of what Urban Outfitters are about. The hipster style of the brand is evident from the hand drawn design, which is reinforced by also using the same hand drawn style font as used on Urban Outfitters website. Although UO must pump serious money into their newsletters, you don’t need a treasure trove to learn something from their take on newsletters.
The lesson you can learn here is that it’s not just a case of first impressions. Impressions require a person to actually spend a moment considering an email. You need to catch a person’s attention with a glance if you want to make your newsletter the best it can be a maximise conversions. When designing your email newsletters, make sure that they aren’t cookie-cutter and say something about your brand and your message.
2. Unify your web design with your email design
While the Urban Outfitters newsletter doesn’t look exactly the same as the website, it is similar enough in both design and navigation to both recall the branding and to maximise conversions through clickability. Branding is important to growing your website, so by simply recalling your website design in your email you are reminding people both obviously and subconsciously about your website.
3. The three Ls: links, links and links
Your newsletter should be a portal either to specific parts of your website or to other content that your readers will find interesting. This isn’t a question of content but a question of design, as the placing and design of links is often what determines their success. A great example is how prominently UO places their social media buttons on their newsletter. By placing their Facebook, Twitter, Pinterest and website buttons so prominently (all backed up by hyperlinks), UO will be driving traffic to those portals.
4. Keep previews in mind
Many email clients now show a sneak peak of their emails in the bar next to the main interface (as above). Whereas in the past the subject line was the most important part about reeling people in to read your message, they can now actually not escape from seeing your design. Spend as much time and energy on the look of your newsletter as you do on things like content and subject lines and it will all pay off.
And there you go! These 4 tips are so simple, yet if you keep them in mind you will have a email design that truly maximises on conversions. Try it out yourself!
This guest post was written by Endre R., online marketer and web designer. He guest blogs occasionally on sites such as Deliverability, representing Jangomail, a popular email marketing service provider.