Campaign checklist; messaging hierarchy
2. Email design 2.0
We all know the basic components of email, but let's face it -- your emails have to be pretty sexy to be read in this day in age.
With the amount of email the average person gets bombarded with, email marketers need to be more targeted and relevant than ever as they continually strive to stand out. In this hectic email marketing landscape, it's very important to send precise emails that resonate strongly with your readers. This means never overlooking any aspect of your campaign.
Try using a campaign checklist to ensure you always send a well-designed, optimized email that will be more likely to get great results.
3. Layout and theme
The hierarchy of messaging is your secret weapon to great email design.
First, keep your layout simple and free from complex tables by avoiding unnecessary embedded rows and columns.
Second, make sure that you achieve balance between the amount of text and images your email contains. Non-text content such as videos or background images should not be used as the main focus. Replace them with an attractive call-to-action button that will lead to a landing page with the promised content.
Since many users simply scan emails in lieu of reading them, it's important to make your copy easy to process. There are several ways to ensure your message is easy to scan. Try a light background with dark copy, placed in short, centered lines that read vertically above the fold.
Another effective approach is to make sure that your important content is placed in an F-shaped pattern. Studies show that readers will first view the headline, followed by the text down the side and finally the middle section of text.
