Designing Emails that Customers Love to Open
The best way to maintain excitement is to have a thorough understanding about audiences and what they care about. Content is also vital to success. And when done right, design can engage readers so they open your emails today and well into the future. Here are seven tips to create effective email designs:
1. Choose email dimensions appropriate for the viewing devices
Emails can be vertical or horizontal but must have correct proportions. If vertical emails stretch beyond 600 pixels in width, then viewers have to scroll from side-to-side to read them, which could easily turn them off and create negative brand perceptions. People like to scan text and focus on what they believe to be important. For that reason, left columns gets more attention right columns in vertical emails.
On the other hand, horizontal emails are image-based and favored by B2C more than B2B companies. The side scrolling layout breaks convention. As a result, the quality of navigational cues and product images determines if your emails frustrate or delight viewers.
The Selfridges & Co. email design is 2000 pixels wide. The height is increased from 536 pixels to 716 pixels to accommodate social media links in the footer, but the main content is still around 550 pixels in height.
The maximum horizontal scroll in Outlook 2007 is 2110 pixels.
2. Design emails for mobile viewers
With the dramatic rise in mobile sales, it’s no surprise that email consumption on mobile devices is following a similar trend. MailChimp reports that more than half of mobile users in Japan read email on their devices, while the percentage is around 40% in the U.S.