How Email Design Drives Sales
Maximising ROI through Strategic Visuals
Email marketing remains the undisputed champion among digital marketing channels, boasting an impressive $42 return for every $1 invested (social media is only $28:$1). This extraordinary figure highlights not just the effectiveness of email marketing, but the critical role that design plays in achieving such returns. The success of your email marketing campaign hinges significantly on its design - remember, it’s hard to shake a bad first impression!
Got a project in mind and want to get in touch?
The Importance of Commercial Email Design
A well-crafted email design ensures that your message is not only delivered but also read and acted upon. It’s about creating an engaging user experience that captures attention and drives action, without sacrificing the brand’s aesthetic value AND builds brand equity.
Finding the Balance
Achieving a balance between a sales-driven approach and aesthetic appeal in your emails is essential. Factors such as brand consistency, readability, accessibility, effective use of imagery, and email size (to avoid clipping in platforms like Gmail) all contribute to whether an email is opened, read, and converted into sales.
10 Ways Email Design Can Impact Sales
1. Consistent Branding: Maintain your visual identity to increase recognition and trust.
2. Clear Call-to-Action: Ensure your CTAs are prominent and persuasive (and link to the right place!).
3. Responsive Design: Optimise emails for all devices to enhance readability and engagement.
4. Compelling Imagery: Use high-quality images that complement your message and entice readers - size them appropriately to ensure deliverability.
5. Personalisation: Tailor content and design to the recipient to boost relevancy and connection. Use dynamic content to resonate deeply.
6. Minimalistic Layout: Keep the design clean and uncluttered to focus attention on the important content. Bring clear messages and CTAs to the forefront.
7. Accessible Design: Ensure your emails are legible and navigable for all users, including those with disabilities. Alt tags and live text are as important as colour selection and combinations here.
8. Strategic Colour Use: Speaking of colour, employ colour psychology to evoke emotions and actions but don’t sway away from your brand guidelines. DO create a hierarchy with colour!
9. Engaging Content: Combine visually appealing design with compelling copy that gets to the point and instructs your reader on what to do next.
10. Testing and Optimisation: Continually test and refine designs based on user engagement data. Try different sized buttons, colours or font combinations as well as imagery and copy to refine your approach.
The strategic integration of aesthetic with functionality in your email designs can dramatically influence your sales outcomes a.k.a. commercial design. By focusing on user-friendly, attractive, and engaging email designs, you can maximise your ROI and solidify your brand's presence in the marketplace. Embrace these tips to transform your email campaigns and watch your sales soar or get in touch for a discovery call so that we can help with options of templated email design and ongoing email design with one of our design retainers!
