Email design can be fraught with challenges, as highlighted in the article “Crushing the 4 biggest email design challenges” by Ros Hodgekiss on Campaign Monitor.

As a result, there’s a lot of noise around what makes for great email design and how to get the best results from all aspects of email marketing. Things are continually changing and evolving, so keeping pace can be challenging.

To help out, we’ve pulled together our own views on the basics. Check out full details on the slide share below.

Email design: 12 considerations for how to design for success

We’ve consolidated 12 considerations for how to use email design intelligently for success. This is based on our experiences with NZ clients over many years, as well as from other highly regarded industry sources.

Key take-aways on great email design

– Make the subject line and the pre-header as compelling as possible. Open rates can be dramatically increased by getting this simple bit right (we have more on this and other ways of increasing response here).

– Aim for 80% of the message in the first 20% of the email.

– Set a clear expectation of the action required and the incentive to click in the call to action.

– Do the squint test on the call to action to make sure it highlights key reasons to act.

– Align content and message type to your audiences mode of use (laid back or on the move?).

– Email design should always be responsive to screen size.

– Text is illegible by default in fixed width emails opened on your phone…

– Separate the headlines from hero graphics in responsive email design to ensure it is easy to read.

– Optimise images for retina displays.

– Avoid ‘ragged edge’ typography.

– Remember that sometimes intuition trumps best practice.

If you are an ambitious NZ organisation looking to increase engagement and results from your email marketing, start with a conversation with us. Twenty is a marketing and technology firm specialising in audience engagement. We’ve worked on a many email platforms, and our work has contributed to significant success for our clients. Click here to get in touch.