For the past few years, user experience has been the primary focus of web design. Design and visual elements are no longer used just to make a website appear better or more professional. They can also deliver a better user experience to viewers. The kind of font a site uses or the colors added to
each page can greatly influence UX.
The same design elements used in websites can also be used in emails. In fact, businesses and internet marketers are starting to implement UX approaches to boost the effectiveness of their email messages. There are several reasons why you need to start paying attention to the design of your emails.
Similar to the way branding needs to be consistent on your main website and social media pages, adding branding elements to email messages is good for consistency. There are limitations to how much branding you can do in emails, but that doesn’t mean you can’t reinforce your key branding messages every time you send an email to clients or potential clients.
The key to successful branding in email messages is moderation. Instead of an elaborate header or a comprehensive set of branding elements, you can opt for a simple, carefully branded signature instead. A design change as simple as making the signature on employees’ emails consistent can produce a bigger impact than you may anticipate.
Consistent Content Delivery
Email utilize the same HTML and CSS combination to deliver content. This means you can also implement the content delivery approach you use on your site to create a better user experience with every email. You can, for example, deliver the email message using a specific font. As long as you stick to a web-safe font, the recipient will be able to see the email the way you design it to be displayed.
Some companies even go as far as using email verification tools such as The Email Finder and building different delivery themes for different recipient groups. The emails sent to customers are different in design and delivery than the emails sent to corporate clients, vendors, and even stakeholders.
A well-designed email also inspires credibility. Recipients who are familiar with your email branding and consistent design will find it easier to trust the emails you send. At the same time, professional-looking emails also develop credibility in the eyes of potential clients and existing customers.
The design of your email can even affect the customers’ decision-making process. A promotional email with a bad design is less likely to generate interest and arouse engagement. Good design and a strong call to action, on the other hand, will produce a higher conversion.
The Mobile World
One last reason why the design of your email is important is, of course, the fact that the majority of recipients now read their emails on smartphones and mobile devices. The right email design will ensure a smooth user experience is maintained, even when the email is viewed on a relatively small screen.
Should you start paying closer attention to the design of your email? Based on the reasons we discussed in this article, the answer is a big YES. By ignoring the design aspect of your emails, you are missing out on a lot of benefits already.