In an industry that seems to change almost as often as the weather; it's understandable why it would be hard to keep track of email marketing and its design trends.
The design team here at EzyMsg thought we'd put together a montage of email design trends so far. What's rad, what's bad and what looks like to be the next fad.
RESPONSIVE From our experience, the most successful campaigns, which have multiple open rates, are optimised for mobile devices – as such 2014 was the year that email marketing finally embraces responsive mobile design.
In 2014 on average over 40% of emails are opened on mobile devices and this rate is growing all the time. Responsive emails are a necessity. If an email isn’t mobile-friendly, chances are click-through and open rates will be significantly low.
SIMPLICITY Emails with only 1 or 2 calls-to-actions with less clutter are more desirable to open and click-through. Why? Because recipients are overloaded with emails everyday. They’ll appreciate an email that’s straight forward and to the point.
ANIMATED GIFS Much like for web design, animated GIFs are making a big comeback! You’ll start to see them in emails more than ever before. They give emails movement and catch the attention of the recipient. However these still need to be used tastefully and sparingly. Don't go using animated gifs in every single email.
RIBBONS Ribbons in email design is something of the past. If you want your emails to be taken seriously, reconsider the ribbons and go for a design concept that’s more modern and new.
NO CALL-TO-ACTION Emails without a specific call-to-action will always have lower click-through rate than emails containing significant CTAs. Always be sure that an email design layout is set up in a way that the CTAs are specific and easy to find.
CLUTTER Opening an email that’s nothing but clutter is the equivalent to walking into David Jones on Boxing Day Sales. Sure, the email might be packed with great deals, or other types of valuable information. But if it’s hard to navigate, then what’s the point?
THE NEXT FAD
FLAT UI Flat UI design is a streamline design aesthetic that emails can benefit from due to it’s simplicity and less cluttered layout. The simplicity of the design will create a better user experience for the recipient.
We hope this article provided you with the tools and knowledge to improve and energise your current email designs and campaigns. In conclusion, email marketing can be an art and science that requires thorough analysis and attention to detail. The more you know about your subscriber base, the better equipped you’ll be to provide them content that is relevant to them. A powerful email distribution service combined with a good insight of email marketing and design is vital for gathering the right analytics and running effective campaigns, which means more sales and engagement for you and your business.
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