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Good email design makes all the difference between a message clearly communicated and a lost marketing opportunity.
A winning approach to emailer design is one that carefully considers the following aspects-
Does the design cater to the intended audience?
Does it adhere to existing brand guidelines?
Does it aid brand recall?
How much information is appropriate, how much is overkill?
Is the information presented in a reader friendly format?
Does it spark interest without unnecessary bells and whistles?
Is the call to action unambiguous and in line with the objective of the communication?
Of course, at times, it is unrealistic to cover all the bases, owing to myriad formats and digital marketing avenues that are available today. Bandwidth considerations often define how much visual content you can include in the form of rich photographs and graphic elements. In such instances, carefully worded and succinct text more often than not comes to the rescue- as a veritable substitute.
There is a certain science to the flow and choice of elements in an emailer- which ones to highlight, which ones to relegate to the bottom of the emailer, and the often neglected fundamental concept of white space!
The much touted A/B testing exercise makes sense only once you smoothen the edges of your communication, conveying what is necessary in a clear and concise manner, rather than indulging in/condoning amateur art and randomly moving about elements- the equivalent of throwing things at the wall and observing what sticks!
A thorough knowledge of HTML and quirks thereof help in situations where organizations are still making use of legacy email broadcasting solutions. An emailer that displays correctly in a robust new age emailing application may end up broken when rendered in one of these old legacy systems. Rather than fancy new age code, what is then needed is a trial and error approach, using the most basic structure than can be supported with error-free code and best practice design principles.
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