A significant percentage of consumers— 99% —check their email every day. Some demographics, including millennials , prefer email communications from companies over other forms of communication, such as phone calls or texts. And with more than 5 billion email accounts active around the world, email is an essential part of any digital product strategy.
While there are thousands of email template designs available for marketers, email design is an important area of expertise for web designers . This is especially true for those who want to work with larger brands, creative companies, and others who shy away from templates.
There are several things designers should keep in mind when designing emails, from the limitations of most email platforms (with limited support for things like web fonts from one of the biggest—Gmail), as well as what consumers expect when opening an email from a company they might already do business with. The Importance of Mobile Email Design
With at least half of all emails now being opened and read on mobile devices, it’s irresponsible for designers to ignore mobile-friendly email designs. Especially considering that mobile email conversion rates tend to be significantly higher than desktop rates. Design by Krista Swanson on Behance This mobile email design from PiperJaffray keeps things simple and elegant. It’s easy to read on a mobile device, with clean links and subtle branding. It puts the user’s needs first, improving the overall user experience and perception of the company. Dribbble keeps their “Popular shots” email to the point, focusing entirely on the content. This focus makes the email easy to navigate on mobile devices. While a simple layout that focuses on content is a good idea for many types of emails, it’s particularly well-suited to mobile emails where it makes it easier to both consume the content and to interact with it. Focusing on Content
As a best practice, whether designing emails or other digital products, designers should always focus on content . Some email designs take this best practice to the extreme with minimalist design where the content is the design.
When working on most email designs, designers benefit from having the content created first before diving into the design. However, in minimalist designs particularly, it’s even more important to know what the content will be up front. Marvel puts the focus squarely on their content with a minimalist design. The white background and images that only support the text on the page make the content really stand out. All of Unsplash’s emails focus squarely on the images they’re promoting. The “View Collection” button and fade on the bottom of the images can increase click-throughs to the site, as it leaves people wanting to see more. Reinforcing Branding
When a visitor arrives on a website, it’s (ideally) an immersive branding experience. Everything is under the control of the website’s designer. But email design is different. The user is viewing the emails within another app, and not all email apps render all emails equally.
Because of this, branding in email […]