Marketing emails' visual presentation is every bit as effective as their content, and with the correct layout, you can increase client interaction. Businesses can use a variety of graphic tools to produce custom and personalised emails that highlight the brand's identity and provide recipients with clarity. Additionally, it seems like a more expertly put-together product, which will appeal to clients and make them eagerly anticipate your next communication.
Here, we'll examine several tried-and-true methods that leading companies use to enhance their marketing emails. Whether you are working with a small team on a limited budget or have a large pool of resources, it makes no difference. Every single step counts, and you might need to make a few little adjustments to achieve the perfect brand marketing look.
Emphasise the Brand Through Colours and Iconography
Brands and icons are an integral part of creating a brand, especially a brand with a vision. Your emails don't have to be plain white boxes packed with text. They can incorporate colour palettes or hues to look more lively. Plus, you can highlight the colours or tones of any logo or insignia that your brand carries.
Creating bespoke emails that can only belong to your brand makes users feel that this content is unique and helps build confidence in your brand.
Picking Fonts that are Accessible and Optimal for All Devices
The choice of font is another crucial design aspect that must be carefully considered. Some fonts intend to come across as casual or even quirky but tend to produce the opposite effect, making users feel they are not serious. Others are too formal or standard and can make blocks of text feel difficult to digest.
You must manage your text blocks and pick a font that matches the tone of your brand. Don't use too many different fonts, as this can also come across as unprofessional. Also, test your chosen font and style on different platforms. Make sure that the graphical representation is aesthetically pleasing on tablets, mobile devices and desktops, as you never know where your customers may open their emails. More than half of your customers are likely to open their emails from mobile devices.
Optimising Calls to Action with Graphical Elements
Many users may skip through the main blocks of text to get straight to the point. They want to find the calls to action and find out exactly what the email is about. These text blocks must stand out from the rest through contrasting colours, bold designs, or other graphical elements.
That way, anyone who wants to skip to the point or is reopening their email to locate the CTA can do so quickly and efficiently. A neat little trick to effective CTAs is personalising the content to speak directly to users or emphasise their main points of interest. If you have multiple CTAs in a single email, they should be clear to distinguish from a reader's point of view.
Don't Overdo It, and Avoid Poor Resolution Images
Using logos, pictograms, and images helps to make a more visually aesthetic email, but be mindful not to take it to the extreme. They may become too distracting, or too many pictures may cause loading issues for some users, and what they are left with is broken links or vast empty spaces in their email blocks.
On the subject of images and things to avoid, always make sure the images are of a high quality. A low-resolution or poor-quality image will quickly put off any customer. You can use graphic tools to enhance the quality of your image or pick images that have a good resolution and make sure you don't compress them to the point of diminishing the quality.
Experiment with Graphics and Measure Responses
Finding the right format for your business correspondence or marketing is not easy, and you may not get it right with your first few goes. It is important to use metrics to measure the response and engagement of your targeted users and figure out what styles they resonate with.
The goal here is to find a format or formula that can work in the long run. By implementing these strategies, you can create compelling email graphics that enhance user experience and drive better results in your marketing campaigns.