Master Your Email Design: Increase Conversions and User Engagement

TL;DR: Stand out in any inbox and make a lasting impression. Follow these seven steps to create the perfect email. 

Why Email Design Matters

First impressions are crucial, and your emails are no different. Crafting the perfect email goes beyond appearance. It's about presenting the right information to grab your audience's attention in just a few seconds. Be thoughtful and creative with the elements you include in your emails. You’ll need a compelling subject line, recognizable branding, a striking image, appropriate font size, clear call-to-actions, and social media integrations to do the trick. 

The Seven Essentials of Email Design

Creating a punchy email almost guarantees impactful results. Take your own inbox for example; there’s bound to be funny subject lines, curated emojis, and offers you can’t refuse. So why can’t you stand out just as much? Dive into our 7-step checklist below and pick the strategies that will help you rise above the inbox chaos and snag your contacts' attention.

Email Headers; What They Are and Why They Matter

The visual email header consists of your from address and your subject line. Together, these elements form the first impression of your campaign. Most people (myself included) instinctively delete emails from senders they don’t recognize and open emails from those they trust.

To build this trust, the "friendly" from address plays a key role. This is the name of the person or business your email looks like it’s coming from. Companies can either send from their company name or from an individual. 

If you have a trusted business but are sending from a Gmail or Yahoo domain, you may be forgoing opens and opening yourself up to the spam filter. Most recipients will trust an email if it is coming from a custom domain, as will the major ISPs. However, when you add a custom domain, make sure it is properly authenticated.

Once you've nailed down the from address, you can get creative with capturing your audience. Hook your audience with a subject line that’s worth opening. Don’t be afraid to get innovative, use a play on words, include recent trends, or seasonal identifiers. This is also a great spot to let your inner child out and include emojis. If you’re not sure which to use, try an A/B test to see which one performs better.

Preheaders

The preheader is a small but powerful element that appears next to or below the subject line in the inbox. It’s the first glimpse of your email content that recipients see, and it plays a crucial role in whether they decide to open your email. Think of the preheader and the subject line as the perfect couple; they need to work hand in hand, but one should add a bit of spice to keep the relationship interesting.

The preheader can provide additional context, highlight key information, or create a sense of urgency that complements your subject line. For example, if your subject line is "50% Off This Weekend," the preheader could say "Use code WEEKEND50 at checkout." 

A well-crafted preheader can significantly increase your open rates by piquing curiosity and making your email stand out in a crowded inbox. The preheader is a great place to personalize your message and you can address the recipient by name or reference a recent interaction they had with your brand.

Your Brand’s Logo & Color

To build trust with your subscribers, your emails should match your brand or aesthetic. Include your logo front and center, and use the same colors you use on your website, social media, or store. Branding your emails helps you stand out in a crowded inbox and makes your emails instantly recognizable. Strong branding reinforces your company’s personality and values, making it easier for customers to fall in love with your brand. 

Think of it as your digital superpower—branding instantly makes your emails pop and keeps your audience engaged and excited to hear from you. Staying on brand can be challenging, but BrandKit simplifies the process to save you time and maintain consistency across all your campaigns and marketing channels like social media, websites, and print materials.  It ensures your style elements are consistently applied to all your communications, saving you valuable time. 

Images & Visuals

Consider whether including an image makes sense for your email. More often than not, visuals make your emails more appealing and engaging, drawing the reader's attention and making your content more memorable! If you’re crafting images in Canva, you can save them directly to your image library to streamline your process.

High-quality images can evoke emotions and create a stronger connection with your audience. Whether it’s a product photo, a lifestyle image, or a fun GIF, the right image can resonate deeply with your readers. 

Images can also break up large blocks of text, making your email easier to read and navigate. This can help keep your audience engaged and reduce bounce rates. Use images to highlight key points or calls to action. For example, a product image can draw attention to a special offer, while a GIF can demonstrate a product feature.

Text

You don’t need to be a Nobel-prize winning author to write the perfect email. Just be yourself and write what your recipients expect to read from you or your brand. The goal is to clearly convey the main reason for your message.

Writing in an authentic voice helps build trust with your audience. When your emails feel personal and genuine, recipients are more likely to engage with your content. Consistency in your writing helps reinforce your brand identity. Whether you’re formal, friendly, or humorous, staying true to your brand’s voice creates a cohesive and recognizable experience for your audience. Write what your recipients expect to read. Understand their needs, interests, and preferences, and tailor your content accordingly. This ensures that your emails are relevant and valuable to your audience.

To write clearly and effectively, keep your sentences and paragraphs short and to the point. Avoid unnecessary jargon or overly complex language, as this can confuse your readers. Next, organize your email with a clear structure, using headings, bullet points, and short paragraphs to make your content easy to scan and read. To further enhance clarity, emphasize the main points of your message by using bold text, italics, or different colors to draw attention to important information. Additionally, address your recipients by name and reference their past interactions with your brand; personalization can make your emails feel more relevant and engaging. Finally, include a clear and compelling call to action (CTA) that tells your recipients what you want them to do next, whether it’s making a purchase, signing up for a webinar, or sharing your content.

Call To Action

After determining the purpose of your email, ask yourself: “What do I want my audience to get out of this email?” Is it to click a link to your website, schedule an appointment, or discover something new? Including a call to action button guides your audience to the next step. Adding clickable assets and links to your emails is essential. Elements like buttons, images, and links encourage recipients to interact with your email, leading to higher open and click-through rates and showing your audience's interests in your content.

These CTA’s could include "Shop Now," "Learn More," or "Sign Up." Ensure your CTA is visible by placing it in a prominent location, such as above the fold, to ensure it’s easily seen. Use contrasting colors that stand out from the rest of your email to draw attention to it. And finally, test and optimize your CTAs. Experiment with different options to see which ones perform best, and use A/B testing to refine your approach and improve your results.

Footer

Think of your email footer like your sign-off signature. It’s the final touch that ensures subscribers can continue to engage with you or your brand. 

In your footer, include links to your social media profiles (Facebook, Twitter, Instagram, LinkedIn, etc.). This makes it easy for recipients to follow you and stay updated on your latest news and promotions. Provide a link to your website, which is essential for recipients who want to explore more about your brand or products. Include your physical address, phone number, and email address to build trust and make it easy for recipients to reach out if they have questions or need assistance. Always include an unsubscribe link to comply with email marketing regulations and respect your recipients' preferences. Link to your privacy policy to reassure recipients that their information is safe and secure. If your email contains promotional content or offers, include any necessary legal disclaimers or terms of service.

When designing your footer, keep it simple. A clean and uncluttered footer is more effective. Use a simple design that doesn’t overwhelm the recipient. Ensure your footer aligns with your brand’s visual identity by using consistent branded colors, fonts, and logos. Make sure your footer is responsive and looks good on both desktop and mobile devices, as more and more people read emails on their smartphones. Finally, make sure all links and buttons in your footer are easily clickable. 

Hot Tip: As you begin to craft the perfect email, be sure to come back to this checklist of the seven essential elements needed in an email before you hit send. 

Build, Brand, Test & Send! (BBTS- we love an acronym) 

Build your emails using our templates or start from scratch and add your own flair. Be sure to check out BrandKit to stay on brand and keep your emails consistent! Use our checklist to ensure you have the 7 essential elements in your email. Once you’ve checked off all the boxes and feel confident, send a test email. And when it’s ready to go- land in the inbox and watch your open and click rates soar!