Introduction
The design of your email template has a significant impact on how your message is received and whether or not recipients respond to your call to action. Design fails can also impact your brand reputation. Thus, it is crucial to consider the overall aesthetics of your email templates, including elements like images, fonts, colors, and even copywriting.
Here are the top 6 email design mistakes you should avoid to capture your audience’s attention!
1. Inserting Too Many Images
One of the most common design issues is including too many images in your email campaigns. Although the use of images increases click-through rates, email marketing that depends primarily on it has its problems.
The automatic image download feature is not available on all email servers. The truth is, only Gmail has an automatic set-up for new accounts, so images are easily downloaded. When working with other email inboxes, images are only visible from selected senders, and the download setting must be enabled beforehand. If your recipient doesn’t set up their accounts accordingly, no images are downloaded.
Often, the most important messages within an email are found in the images themselves. Since most images are blocked, your message is likely being ignored, resulting in missed calls to action. Instead, focus on text elements while incorporating images as an additional complement to the copy. Missing images won’t hinder your campaign since the email content itself carries crucial information.
2. Not Optimizing Emails for Mobile Users
Most people access their emails from their mobile phones. If emails are not mobile-friendly or unresponsive on different devices, recipients are likely to abandon them entirely, not completing your call to action.
Making your emails responsive is the simplest way to optimize them for mobile users. To do this, you have to configure the email template so that it adjusts to the recipient’s device. For example, when viewed on a mobile or tablet, the images should automatically stack in a single-column format, making text and buttons larger. This ensures important elements stand out and your key message isn’t ignored.
Most email marketing tools and platforms include pre-configured responsive templates. Regardless of where the email is read, responsive email design is crucial to delivering a better experience for users and increased click-through rates for your brand.
3. Improper Formatting Or Too Much Text
People are busy. You only have a few seconds to convince them to take action after your email is opened. Your objective isn’t to compel audiences to read the entire message. The real aim is to encourage the recipient to click your call to action.
Excessive text can hide these CTAs, preventing the reader from completing the conversion process.
Too much text can also trigger spam filters. Text-heavy design templates combined with unnecessary punctuation, vocabulary, and improperly formatted images may cause your campaigns to be blocked by email servers. Balance your emails with 60% text and 40% images or other interactive media. Additionally, keep your copy brief, to the point, and concise. Divide lengthy text passages into smaller paragraphs with bold headers or bullet points to make them easier to read.
Even if you select email-friendly fonts, using too many styles will complicate the template design, making it difficult to read. Try not to mix too many typefaces, font sizes, and colors, using no more than two fonts per email. The recommended font size for content is 14-16pt and 18-22pt for headers.
4. Unclear or Confusing Call To Actions
A compelling call to action is one of the most effective ways to increase your email’s click-through rates and returns on your marketing investment. Even if your content is engaging, you will struggle to increase conversion rates without leading readers to take action.
When emails are cluttered and difficult to read, recipients can miss or entirely disregard calls to action. Therefore, ensure your CTA buttons are prominent and clearly defined, as users will miss them if they are too subtle. However, an excess of CTA buttons leaves readers in the dark about what your email wants them to do.
Limit yourself to one or two strong and eye-catching calls to action per email. Also, try to keep your CTAs short, ensuring they provide just enough context for your readers. Experiment with different points of view and writing tones to create urgency and address readers directly.
5. Inconsistent Header and Footers
While design and content are key, the email’s header and footer bring the template together. The header is the first thing readers see when opening your email; hence it should be visually appealing and well-thought-out. Fewer people will read the footer, but it is critical for those who wish to unsubscribe or view your company and social media information.
A simple, minimal header with a strong representation of your brand will notify the recipient of the sender’s identity. The header should always include your business’ name and logo, as this will aid in the development of brand image and retention.
Similarly, the footer informs the reader about how they can contact your business through alternative channels such as contact numbers, business addresses, and social media. The unsubscribe link is also essential when designing a footer. Determine which elements align with your user’s needs, and chronologically incorporate them into your footer.
When it comes to different campaigns, always use the same header and footer in every email. Consistency in colors, fonts, and other design elements helps improve brand image.
6. Too Many Options
Giving recipients too many choices causes people to feel overwhelmed, reducing conversion rates. Additionally, having too many options complicated email marketing tests. To increase click-through rates, steer clear of overly crowded emails filled with several offers, links, and images that may confuse readers.
It is vital to keep emails brief, deciding on one feature or offer to emphasize. This way, the purpose of your campaign is clearly indicated, making it easier for readers to respond to calls to action.
Conclusion
Poorly designed email communication has a long-term impact on your marketing and brand reputation. Therefore, it’s always worthwhile to spend time reevaluating email practices to ensure your emails are memorable and stand out. The design mistakes highlighted above are easily avoidable and could prevent your hard work from ending up in spam or trash folders.
