The 12 Step Program for Email Marketing Design

Introduction

Email marketing offers flexibility, quicker results, and higher long-term ROI, especially if you’re looking to generate or nurture leads. But one could get stuck in a system with average content and layout options for all segments, which yields average results. An email marketing campaign should consist of an effective layout and design to increase the amount of opens and click-throughs your emails receive. Below are twelve things to keep in mind when designing your emails.

Step 1: Simple HTML Layout

Make sure your HTML email templates don’t exceed 600 pixels wide. Use structural tables to create columns and refrain from using external CSS for formatting - some programs don’t support CSS. Avoid adding complex tables or embedded rows and columns. Oh yeah, avoid flash.

Step 2: Balancing Text and Design 

Do not use non-text content like images and videos as your main focus. A lot of ESP(email service provider) spam filters will detect the size of images and your email will find yourself in your prospect’s junk folder. Include CTA (call-to-action) buttons that link to your landing page.

Step 3: Easy to Scan Email Content 

Most of your email recipients will scan through the emails they receive. Use a light background with dark copy in short and centered lines. Place all your important content above the fold and make sure that the plain text version of your email is reader-friendly. Sans-serif fonts, as opposed to their serif counterparts, are easier to read on computer monitors. For example, Verdana is a better alternative to Times New Roman.

Step 4: Place Important Content in an “F” Shape Pattern

Research has shown that readers check the headline, scan any side text, and make their way to the mid section of the content in less than a few seconds. An “F” shaped pattern is a simple rule of thumb when deciding how to lay out your email content.

Step 5: Duplicate Your Site Navigation in B2B Emails

Framing your site into an email can be beneficial in achieving more clicks to your website, and it could convert better than the content in the email.

Step 6: Pre-Header

This is the text that readers are most likely to scan before moving on to the actual content. Since most email programs don’t display HTML by default, include a text link to the web-based version of your email. 

Step 7: Header

Use a company logo in email headers but remember to keep size in mind. A tag line in the header that best describes the purpose of your email adds more value. 

Step 8: Branding

Keep all of your branding elements consistent, even if you’re mailing to a number of different segments.

Step 9: Images

Images can excite and entice a reader to be more receptive to an email, allowing for for engagement or click-throughs. Brand messages can be conveyed effectively through images. Since some ESPs suppress images, be sure to include clear messaging outside of the image, like captions. Use fully qualified links and avoid links that are not likely to render externally, even if they look fine on your internal servers.

Step 10: Image Alt Text

Use relevant image alt text so that the message in the image is conveyed, even if the image could not be rendered. Your alt tag should mimic the feel of the image. If you are providing a specific offer in your email, add the offer in alt text.

Step 11: Footer

In the footer, it is mandatory to add an opt-out link and the physical address of your company as per the CAN-SPAM Act. You can also include an option for readers to view the email using a mobile phone.

Step 12: Test Your Email Template

Don’t forget to test your email in multiple ESPs and also on mobile devices. Before triggering an email campaign, always send a test email to yourself and some of your colleagues.