Email Design Best Practises For 2018

SocialB Digital Marketing Blog Last modified: 24 May 2018 by Cheryl
Email Marketing

Now that GDPR is up and running, it will undoubtedly have an effect on email marketing and especially the number of customers who have consented to continue to receive our newsletters and marketing emails.  While your marketing list may be shorter post GDPR, looking on the positive side, for those customers who have chosen to keep up to date with your services and products, their inboxes could be a lot less cluttered.

Whatever the outcome, it remains essential to ensure that your emails entice users to open and click through to your website or promotion.  This means that you need to work even harder to get the design and format of your emails and newsletters right in order to continue to drive traffic and revenue.


We’re not talking about adding ‘Dear Cheryl’ to your emails but making your design more human.  With technological advances at an all-time high, receiving an email has now become a much more personal experience, and more like receiving a letter in the post once was.  Try ensuring the language you use is less machine-like and more emotive.  Using the now ‘precious’ data we have about our subscribers to create emails that establish trust and focus on the consumer rather than just on the campaign is the way forward.

Interactive Email Experiences

In a bid to make emails more appealing, one email design practice is to involve the user more with interactive experiences. We know images work in emails and we’re now seeing animated GIFs, but there are many more ways to get customers involved.  Interactive emails allow subscribers to interact with an email from their inbox such as hovering over an image to reveal product details, clicking a hamburger menu to see a drop-down, an interactive quiz within the email and even shopping by adding items to a basket within the email, before going to checkout securely.  Although its essential to ensure that these interactive experiences don’t have a detrimental effect on the load speed especially on mobile devices.


Bite Size & Story Telling Content

This is not one or the other but a mix of both and even using bite-size content to create a story, what works well will depend on your subscribers, industry, subject or campaign.  Telling the story why we should buy something not just what colour or price the product is can be the hook. We are also increasingly seeing more text-based emails, for example using blogs in their entirety in an email can capture readers full attention and one well-placed CTA may work better than half a dozen different messages throughout an email.

Unsubscribing Made Easy

The unsubscribe button just got a promotion under GDPR!  When it comes to the unsubscribe link, some companies in the past have created complicated processes. How to unsubscribe should be clear on every email and be a simple and straightforward process, it doesn’t always mean you’ve lost a customer just because they want to leave your marketing list!


Shareable Social Sections

When was the last time you clicked on the social buttons at the bottom of an email?  One of the latest email design trends is to add a sharing icon on an infographic, stat or quote within the email.  If users find this interesting, they can share it on social media and get your message to more people.

Design, Styling & Brand

Whilst its vital to keep your brand style in all your email marketing, mixing up your template can be a good thing.  Just like repeating the similar message over and over can get repetitive and turn subscribers away, using the same template design gets boring.  The answer is to ensure users continue to immediately recognise your brand but refresh your template to keep their attention.

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