With an estimated 4.3 billion email accounts active around the world, email marketing remains a highly targeted method of capturing new customers and retaining existing ones. However, if you're sending any emails to existing or prospective customers at present, it's vital you acknowledge that the layout of your emails is equally as important as the content itself.
In today's always-on, 24/7 world, consumer attention spans are now shorter than ever before. Not only that, but most consumers want what they need yesterday; such is the easy accessibility of today's products and services. Consequently, if you wish to design and execute a successful email campaign, it needs to be designed to get maximum attention from your recipients, whilst featuring content that meets their bespoke needs.
With that in mind, here are five great formatting and layout tips to get you thinking about your own marketing emails:
Maintain 600-pixel width
Arguably the most important tip of all, always ensure your email designs are within a 600-pixel width to avoid recipients having to scroll from side-to-side. Wider email designs can have a hugely negative impact on response rates as online reading habits don't lend themselves kindly to scanning sideways.
Make your calls to action a prominent feature
Since most of the time you'll be sending out an email to your mailing list wanting recipients to take a positive action e.g. browse your sale products, it's imperative that you include business critical calls to action at the top of your design - especially given readers' brief attention spans. Top and tailing your design with calls to action is also recommended, so consider signing off the email with an additional CTA.
Ensure your emails are easily identifiable from your brand
There is no bigger turn-off when reading an email than not knowing who it's from. People are increasingly suspicious of unknown email senders so it's essential that your branding features prominently in the header of your email design.
Place imagery on the left-hand side
Hotspot studies have shown that an email recipient's eyes are drawn to imagery far quicker than text - regardless of how important that text may be. Subsequently, we recommend laying out all imagery on the left-hand side of your email template so that it's the first thing your recipients will see. Providing it's visually appealing you can be confident they will move on to read more.
Keep your copy brief
The purpose of copy within an email marketing message is usually to entice the reader back to a particular landing page on your website. It's, therefore, important not to get too hung up on writing War and Peace within the email itself. Keep sentences punchy, emotive and concise, with paragraphs no longer than three lines. Explain what you want your recipients to do in the most direct way possible to ensure a better response rate.
If you're not yet reaching out to customers via email, what are you waiting for? Get into email marketing now and revolutionise your business! If you need a hand, contact us at firstname.lastname@example.org