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Email Design for Action

If you’re new to email marketing… and even if you’re not, trying to strike the right aesthetic balance in your campaigns can prove to be a real stumbling block. Here are some helpful hints to get you over that first hurdle.

Look at your campaigns through the eyes of your customers. Does it appeal to you and would you open it if you received it in your inbox?

Emails should always accurately reflect their source of origin. With this in mind, compare your emails to your website and other material. Are they consistently presenting the same look and feel? Reinforcing a brand is paramount, an email is your digital hand-out so if you want to be remembered, make it memorable.

Try to use images that are appropriate and compliment your content. Avoid using images that are too dominant and detract from your message. The vast majority of readers only ever look at the top half of your emails so if you want people to read-on and or interact with a call to action then make this apparent early on.

Finally, don’t try to cram everything in a small area. Rarely are emails read word-for-word so keep your message concise and use space and colour wisely to emphasise your key points. If you have a call to action in your email such as a button, don’t forget to add a link in the text too. If if aren’t displayed to your user then a text link may come to your rescue.

If you want responses, be responsive!


The biggest change in email marketing in recent years is the rise of smartphones and tablets.

Believe it or not, the No 1 activity on smartphones is reading emails. Today, more people open their emails on mobile devices than on desktop or webmail.

This has implications for your design. If your emails don't look good on mobile devices, your results will take a nose-dive.

Find out why, and what to do about it ...

Many people think that if someone opens an email on their phone that doesn't look too good, they will simply close it and open it later on a desktop device. 

The research shows that simply isn't the case. An overwhelmingly large majority - 70% - will simply delete it. So it is vitally important to ensure that your emails adapt automatically to mobile devices.

This is what is meant by a "mobile-responsive" design. Templates can be designed so that they look one way on a desktop and another way on a mobile device.

This is done automatically on the device, triggered by special code in the email.

Coding emails this way is very technical, and prone to error. The simple shortcut is to make sure that you're using software that has this feature built in.

We're resellers for Dotmailer, the UK's largest email service provider, but there are other software packages that can create mobile-responsive templates. 

Make sure that your software allows you to display your emails differently on desktops and mobiles. Mobile versions work better with more images and less text, so your software should also allow you to hide sections that you don't want to appear on the mobile version.

It should include the option to keep images in proportion or display them full-width, and let you choose whether you want columns to be stacked or not.

Displaying your emails beautifully on mobile devices is so important that if your software won't let you do it, it's probably time to upgrade.

To find out more about how to market your business more effectively using email, sign up for our FREE Webinar, "The Eight Essential Elements of Email Marketing". Let us show you how to transform your email marketing to help you reach more customers, make more sales, increase customer loyalty, improve customer retention and reduce the time you spend on your email marketing.