Designing Emails for Conversion - Why we focus on user experience via email design

 

Question: What is the best layout/design for higher conversions?

Answer: Design with intention. Creating a design that is beautiful or complex doesn’t mean that it will always convert. Just because it is beautifully designed, doesn’t mean it will convert. If the user cannot digest the information correctly, your outcome might not be what you want. Everyone will interpret design differently. The email’s purpose at the end of the day is to generate revenue for your brand. 

Does your hero section clearly communicate the purpose? 

Is there a narrative? 

Are graphics compelling and not distracting? 

”Design is a plan for action within constraints. It’s the strategic combination of different ideas and disciplines towards a purpose; to solve a problem, communicate information or reinforce a message.”


Why we focus on user experience via email design:

At Boundless Labs, we focus on the user experience for every email we send out. 

Does it communicate the brand’s intentions? 

Is it easy to read on mobile and desktop? 

Is it engaging in tone and voice that the users want to learn more? 

Did it catch their eye in the inbox? 

If the brand gives a shit, consumer’s will give a shit.

Here are 4 benefits of focusing on the user experience via your email design:

  1. Build Brand Loyalty

    Building brand loyalty is a element in the conversion equation. 

    • Creates repeat purchasers

    • Create buzz + press 

    • Create word of mouth

  2. Create a Highly curated experience

    We don’t mean adding your logo and slapping an image in there. People are not going to care if you don’t care.

    Why a well thought out brand identity is important to communicate in your emails. 

    We aren’t here to spam your audience. We are here to engage them. And as a result, convert them to loyal customers. Here’s what good design can do for your brand.

  3. Showcase what other marketing platforms can’t

    Give your email channel a voice.

  4. Better conversion


What makes a good design, good? What to look for: 

  • Is the headline clearly communicated? Headers should be clear, and concise. The user should know what to expect in the rest of the email based on the caption.

  • Is imagery directly related to subject? Minimal photography is the best for email. It allows you to play with negative space. 

  • Is the call-to-action above the fold? Don’t make it too large or too small. Find that sweet-spot. TEST on mobile. Can’t stress this enough.

  • Is it mobile friendly? For the majority of accounts we work on, open rates on mobile devices are from 45% - 70%

  • Is there a narrative? Start with hero section & build a flow for every email you send out. 

  • Does it make sense for the audience? Designing with your audience in mind is key. Not just from a branding standpoint, but from a sizing perspective.

    • GEN-Z + Milennial: 

      • Bold headline. 

      • More Imagery based

      • No long text boxes

      • Creative CTA styles.

    • Boomers: 

      • Larger CTA buttons 

      • More plain text involved 

      • Clear CTA styles

Industry tips:

  • Invest in good photography

  • Define your tone of voice for email 

  • Make your emails an extension of your website.

  • GIFs are your new best friend 

The best email design platform for designing high-converting emails is Email Up.