Designing for Conversion
As we actively build out our email design platform (see little sneak peek below), I wanted to share a few tips my Head of Design & Partner shared around designing for various audiences.
The first thing to consider is your audience.
Create a user profile if needed to help your team define who your audience is if you haven’t already.
Here are insights we have learned from designing with a wide range of audiences.
Audience 1: GEN Z
This is the youngest generation making up 2000s kids.
They have never lived in a world where mobile and tablets weren’t available to them.
Design with that in mind by making all your emails mobile friendly FIRST. Don’t design desktop and make it optimized for mobile. Start with mobile.
Bold, simple imagery.
This demographic are realists and prefer communication that is straight to the point.
Designing with your audience in mind is key. Not just from a branding standpoint, but from a sizing perspective.
Audience 2: Millennials
Mobile first design
Aspirational
Educational
Curated Experience
Creative CTA styles
Audience 3: Gen X + Boomers
Desktop
Larger CTA buttons
More educational text
Clear product blocks
Final 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