When planning an email, it is important to first define the goal of the email.  Before any thought goes into the design of the email, you should ask yourself questions like, “What do we want our subscribers to do when they read this email?” and “How are we going to measure success?” 

In putting together a plan for designing email, focus on these key elements:

1. Sketch out a wireframe of the user experience (UX).  The wireframe provides the hierarchy and structure for your message and visuals.  The UX should focus on what the email does, not what it looks like.

 

2. Apply the brand and graphic design.  It is important to be consistent across your channels. Brand consistency throughout channels build subscriber trust. If you cover up the logo, will it still look like your company?  Even if you are sending informative vs. promotional emails, it is important to stay on brand, even if your objective changes.  For example, Crate and Barrel excels at matching its brand across its email marketing, website, and print catalogs.
 

 

3. Use clear visual cues.  When creating your user interface (UI), focus on engagement techniques to get your subscribers to click:

     a.UI elements are limited in email, so use clickable styling.  For example “Enter Now” looks more clickable than “Enter Now” simply because it’s blue and underlined.

     b.Images with borders look clickable.

     c.When linking to a video, show a play button.

 

     d. If you include an animated graphic, know that Outlook rarely to never displays animated graphics.  Therefore, make sure the first cell of animation is enough to get the point across in case that is all the subscriber ever sees.

     e. In a test Helzberg Diamonds ran, adding arrows to image links increased clicks by 25%

 

4. Over 80% of emails open with images turned off by default.  While this will decrease as mobile smartphone and tablet use rises, it is still important to account for it today.  Therefore, you need to determine a strategy based on your goals:

     a. Make images in your email required by including nothing but images in your email.  Nike sends its emails this way.  The brand experience is so important to them, they would rather you not see the email or force you to enable images, than see it other than how it was intended in its entirety.

     b. Let the text speak for itself.  Images will provide a nice background and/or supplement, but they are not required to understand the email.  CNN sends its emails this way.  The images are not required to comprehend the news stories, but they will supplement the story
if subscribers load them.

  

Nike- Images needed for action     CNN- Images not needed for action

 

By following these simple tips and tricks, your emails will be more actionable and get your subscribers engaged.  However, these ideas might not be best for you.  It is important to focus on your corporate goals, and determine which results are important to you.  Be innovative when you can, but do not ruin the experience.