Why Design Matters
Email marketing remains one of the most powerful marketing tools out there. For every dollar spent, you can expect to earn $40 of revenue on average. As email marketing continues to remain the most effective marketing channel, it’s important we dig down deep into every detail. One of the most critical pieces of email marketing is the design of the email.
Think about how many emails you receive each day. Chances are, it’s quite a few. In fact, the average person receives 126 emails a day! Now, that number does account for personal emails and work-related emails, but in the big picture, your audience’s emails are flooded with all sorts of messages.
With 126 emails a day, you can imagine that it’s more important now than ever to stand out. When it comes to email, what’s the best way to stand out? You guessed it- email design!
One of the best investments you can make in your marketing strategy is email design. Here are some reasons why beautiful building emails is so important:
Makes A Good Impression
Before your audience even begins to read the content in your email, the design is the very first thing they see. Readers notice the colors in the email, the way the email is laid out, the fonts in the email, etc.; these are all factors that will determine if your reader even reads what’s in the email.
It’s natural for people to make judgments. Whether we realize it or not, we judge everything. In fact, it takes about .05 seconds for users to form an opinion about your email. Within that .05 seconds, your reader is determining whether they read the email or toss it in the junk mail. The impression you make will determine the success of your emails.
Additionally, for some users, your email will be the first time they are interacting with your brand. During this time, users will be formulating opinions of your brand. What do you want your impression to be? Before sending out that email, think about the impression you want to make and incorporate it into your email design. Before clicking “send” ask yourself, does this email make the right impression?
Builds Brand Recognition
Brand recognition is how people remember your brand over other brands. What are some of the things your brand does to enhance brand recognition? If your email designs aren’t helping to boost your brand identity, you are missing out.
Your email campaigns should all follow the same colors, styles, and branding guidelines. This way, a reader could look at your email and know its from your brand without even looking at the sender information.
The more memorable your emails are, the more likely people are to talk about and share your emails.
Each email you send should be similar to the others. By changing up the design every time you send an email, you are doing more harm to your brand than good. Find colors, fonts, and layouts that fit with your brand and stick with it. Not every email has to look identical to the last, but sticking with the same design will give your readers something tangible to attach your name to.
Some of the emails your readers are receiving are a fraud. There are people out there who use email to capture personal information. Keep in mind that trust is important for all your readers. Email design can influence how comfortable your readers are. If they don’t trust you, they might turn to your competitors who are able to win their trust.
With all the emails your audience receives, you have to have something that stands out and makes them want to read the email. Of course, a unique, catchy subject line is important, but design is important too. Think about opening up an email from a brand that didn’t have any color in it. Would you want to read that email? Probably not.
Email design does not mean each email has to be extraordinarily designed. Your email can be a simple, beautiful design that draws the reader in, so there’s an increased chance that they read your content.
What is the primary purpose of your email campaigns? For most businesses, its sales. All email campaigns must have a clear call to action statement that is visible. Without a call to action statement, it becomes unclear what you want your users to do, and your emails will not convert.
The right email design can make your call to action statements clear to your readers, so they do what you want them to do and you increase conversions.
Think about how we measure an email marketing campaign’s success. We look at the numbers, right? Click through rates, open rates, bounce rates, etc. High numbers mean that your audience is engaging with your emails, which is what we want them to do. Increased engagement leads to increased sales.
The right email design has the potential to drive engagement. Put yourselves in your audience’s shoes. Wouldn’t you rather interact with an email with a fun, easy-to-navigate design rather than a dull, complex design?
There’s so much more to email design. Email design also has the potential to tap into emotions with colors and imagery. Want to see better results? Try new designs and see the improvement for yourself!
It All Starts With Design
With email marketing, every element matters. However, without a unique, impressive design, those other elements won’t matter if you can’t grab your reader’s attention.
Email marketing is your most effective marketing channel, why not perfect it? As you can see, email design is very important when it comes to the success of your campaign; it is not an element you should fall short on.