At Emailcenter we constantly get asked for top tips for designing email templates, and we like to think we know a thing about it. Email isn’t the same as other mediums, so here are our top do’s and don’ts to follow:
1. Don’t make me think
In the inbox you only have a few seconds to grab the readers attention. It’s a busy place and our time is precious. It’s all too easy to hit delete and move onto the next message.
Therefore make your messages easy to digest and understand. Make it obvious of how to act with clear call-to-actions, yet don’t overdo it – too many call-to-actions and the choice may become bewildering and lead to no-action.
2. Do keep the key content ‘above the fold’
If you have ever looked at one of our heatmap reports in Maxemail you will probably have seen that nearly all the clicks are at the top of the email. This isn’t a coincidence – it’s the first thing recipients see, and if they don’t like what they see they won’t scroll. Make sure the main content and call-to-actions are entirely visible at the point of open – for some screens and preview panes this might only be half the height of the screen, so design accordingly.