Remember the last time you received an email that had an overload of information and an uninspiring design? Chances are you didn’t even read it or sent it straight to trash.
That’s what happens when you send poorly designed emails.
On average, a recipient spends only 13.4 seconds reading an email. People don’t have the time or patience to make sense of cluttered emails. If you want your emails to capture attention and get read, you need to design them well.
So, if you’re wondering why your email marketing efforts aren’t delivering results, here’s a look at the six most common email design mistakes you might be making.
Mistake #1: Unprofessional design
Have you ever opened an email and doubted the credibility of the sender?
Blame it on the poor usage of words, fancy fonts, or jarring visuals. Truth is that if your emails don’t look (and sound) professional, there’s no escaping the spam folder.
In addition to using a reputable email service provider, design plays a huge role in how professional your emails look.
You can use an email maker to design professional-looking, engaging email templates that are in line with your branding guidelines. Stick to consistent branding so that your email newsletters appear more trustworthy and are immediately recognizable.
Here’s an example of a professional email design you can send your healthcare email subscribers.
Mistake #2: Non-responsive design
81% of emails are opened and read on mobiles. What happens to unoptimized emails? They most probably go unread.
Responsive emails are those that adjust and adapt to a variety of screens, preventing recipients from having to zoom in and out to read your emails.
Here are some best practices to consider while creating responsive email infographics and newsletters:
- Opt for a single-column layout
- Choose a legible font size (no smaller than 16 pts.)
- Limit image size to 480 px
- Create a content hierarchy by placing the most important content on top
- Add alt-text to accompany images and appear when they don’t load
- Insert a visible call-to-action button that is easy to tap
Here’s an example of a mobile-optimized email from OLIPOP. This is what it looks like on the Gmail app.
Mistake #3: Image-only emails
You want your emails to look beautiful but sending image-only or single-image emails to your email list is not the answer.
When you send emails that are entirely made up of images, it is likely to trigger spam filters and impact deliverability.
What’s more, some email clients don’t allow images to load automatically. In such cases, your email newsletters will appear blank, forcing people to ‘download’ the image to view it.
The key is to use a combination of visuals and text. Add a few lines of text for every image you use and insert alt-text for every image. That way recipients will know the context even if the image doesn’t load.
Here’s a snippet from one of Shopify’s email newsletters. It uses visuals in the header and body but also adds text to complement those visuals.
Mistake #4: Too much text
One of the biggest email design mistakes marketers make is stuffing emails with too much information or adding endless blocks of text. Not only does this fail to retain the reader’s attention but it also leaves them overwhelmed.
Here’s an example.
Start with narrowing down on the purpose of the email. In other words: think of what action do you want your readers to take after reading the email? The idea is to design a focused email that clearly communicates the message without confusing recipients.
It’s also important to design emails that are easy to scan. You should write concisely, include bullet points, and use visuals to break the monotony of text.
This will capture attention and keep them engaged while communicating the message effectively.
Take a look at this email from Burton. It begins with an engaging header banner and crisp copy that communicates the essential information.
Mistake #5: Incorrect placement of CTA button
Whether it’s to nurture a lead or generate a sale, every email has a purpose and the call-to-action (CTA) button helps you communicate that purpose.
There’s no way the CTA button will attract clicks if it’s buried in your newsletter somewhere. Make sure it’s placed in a prominent place, preferably above the fold. That way it’s more likely to get noticed and get clicks.
In addition to the placement, the CTA button copy also plays an important role. Use action words or phrases that indicate what’s expected from the reader and encourage them to complete the action.
Take a look at the CTA button in one of Miro’s newsletters. It’s well-designed, placed in a prominent position, and uses an action word.
Mistake #6: Clashing colors and fonts
For someone who isn’t a designer, choosing the right colors and fonts for your emails can be tricky.
Choose complementary colors that match your brand and make your information stand out. Every color evokes an emotion so think about the message and theme of your email newsletter and opt for an appropriate color scheme.
When it comes to fonts, don’t use more than two fonts in your email newsletter. Use professional and legible font styles such as a classic serif font.
Here’s an example of a well-designed email from Headspace. Notice how it’s true to its brand colors and fonts, making it easy to recognize and read.
The takeaway: avoid these email design mistakes
You might be sending content-rich emails but if they’re not designed well, there’s no way they’re going to generate results.
Avoiding these common email design mistakes will help you engage your subscribers and possibly boost conversions.
Author Bio
Simki Dutta is a content marketer at Venngage, a free infographic maker and design platform. She writes about all things marketing and communications. Find her on Twitter and LinkedIn.