Email Design that Convert

How should we design for higher email conversions? What is the best layout and/or design that leads to higher conversion rates?

This is a question our agency receives often when we are consulting on email marketing. It’s a seemingly basic question but the answer is a little more complex than making your email look visually appealing. Which is why we wanted to share our insights with you on how to effectively create emails that lead to better click through rates + engagement for your brand.

Today, I am going to define how your team should be designing to receive higher conversions on your emails. This is also why we have build out a design arm of the brand to act as an extension of our client’s design team.

We work with brands that are generating 1MM to 50MM in email attributed revenue a year. Many of the brand that start working with us begin with an averaging of email attributed reveune below 10% After a month or two of our marketers + designers taking the reigns, we are getting 20 to 30% with some of our clients in the 50%.

What do we specifically mean about user engagement within the context of email. This is a buzz word in the industry right now. And rightfully so. User engagement is a crucial element to not just getting someone to convert for the first time, but to continue converting. You could send out emails all day long, all week long, and if messaging is off brand, if it’s not easy to navigate on mobile, there isn’t a clear narrative, then why would someone come back and engage with your emails? (after that incentive email, what is going to make them. That’s what we are going to go over today.

An example of this is Outdoor Voices. I only buy from Outdoor Voice once a year. BUT any time they send an email out, I take notice. WHY? Their subject lines (cheeky and on brand) , their design (easy to navigate and always offers a unique perspective). Any time I see an OV email in my inbox, I know exactly what to expect. Whether its a new product drop, store opening, inspirational content etc. I continuously engage with their emails because they are providing something of value each time. They continue to develop relationships with their audience so when the time comes to need new workout gear, OV is always top of mind. I won’t buy every email that is sent out but I’m waiting for that offer that does speak to me as the user. Not everyone is going to convert on every email you send out. What I want you to take away from today is how to create emails that build user engagement so when your user is ready to make the purchase, you will be top of mind. To explain the relationship between conversion and engaging your audience. Why they love your brand. After this conversation, you will be able to not only know what makes an email convert better but also, how to communicate those learnings to your team. Outdoor Voices - Dialogue on - I may not buy more than once or twice a year but the design/content is what makes me constantly open.

You could spend countless hours building an email design that is stunning but that doesn’t always mean it will convert. The intent or purpose behind each design element chosen is what will help users to click on the email and inevitably lead to a conversion. Intention is something that will differ brand by brand. After years of user testing websites, prototypes, branding, etc. this is a key take away that i have learned: everyone will interpret your deisgn differently. Your intention should be to design for your audience If the user cannot digest the information correctly, your outcome might not be what you want. The email’s purpose at the end of the day is to generate revenue for your brand.

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. This is something that our team uses as a mantra every day. The “constraints” are your brand’s guidelines.

1. Engage. How does this work? It works by rengaging an auidence that is just sitting there. Use design as a way to communicate and re-engage with this audience. Use email as a channel to showcase other elements of your brand that you can’t communicate through other platforms. You’ve done the hard work already. You’ve paid for that consumer already through paid acquisition to be apart of your brand. This is the easiest way to re engage and be apart of your community. You’ve already done the heavy lifting in social media Your consumers or potential consumers will notice if you are not intentional with your design and content. So be intentional with design to build brand loyalty but to continuously engage your audience.

2. Build brand loyalty. A positive user experience for email is another way of building brand loyalty and extended their affinity for your brand

In short: More loyalty you create, More revenue you generate. Why? You are creating repeat buyers. The more people open and engage with your emails, you will be creating loyal customers who click on emails. Outdoor Voices is that brand for me. Another brand that does this seamlessly is Glossier, the beauty retailer. I might not have plans to purchase from them soon but if they send a compelling email that is incentivizing me in some way, i’ll click through to see what is new on the site. This is what brilliant design merged with User Experience can do for your brand. Your consumers or potential consumers will notice if you are not intentional with your design and content (may need rewording lol) So be intentional with design to build brand loyalty. Creates repeat purchasers Create buzz + press Create word of mouth.

Now that we have covered into the WHY for designing with user experience at the forefront. Let’s dive into the HOW. How do we make a good email design?

Moreover, on what makes a design GOOD for conversion.

According to a study by Microsoft, the average human being now has an attention span of eight seconds. This is a sharp decrease from the average attention span of 12 seconds in the year 2000. More shocking, perhaps, is the fact that research from Jampp found that human attention span decreases by a whopping 88 percent every year.

Here’s our few things that we want to take into consideration before designing your email:
1. Audience
2. Narrative
3. Headline
4. Imagery
5. Call-to-action

Consider this your checklist. Consult it before starting the design, and after you have designed until it becomes natural for your brand. Is the headline clearly communicated? Is imagery directly related to subject? Is the call-to-action above the fold? Is it mobile friendly? Is there a narrative? Does it make sense for the audience?

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 desiginging with a wide range of audiences.

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.

Build a narrative for every email you send. What is the purpose? This will help define how long your email will be and when you Are you trying to focus on your brand story? Then add a picture of the founder and plain text note.

Your hero section is the most important aspect of your email. This will determine if someone is going to convert or not. The rest of the email is supplementary and will help to sell your narrative but this first section, this hero section, is what will turn conversions. Simple Content: Follow up with subheader if more information needs to be communicated. Simple backgrounds + negative space is essential. FONTS: Find the right size for your brand fonts so type is not over or under whelming. TEST on mobile. Can’t stress this enough. Don’t make it too large or too small.

Simple Content: Follow up with subheader if more information needs to be communicated. Simple backgrounds + negative space is essential. FONTS: Find the right size for your brand fonts so type is not over or under whelming. TEST on mobile. Can’t stress this enough. Don’t make it too large or too small.

Simple Content: Follow up with subheader if more information needs to be communicated. Simple backgrounds + negative space is essential.

IMAGERY: Keep it simple Minimal photography is the best for email. It allows you to play with negative space. Layout If overlaying on an image, simple backgrounds + negative space is essential.

FONTS: Find the right size for your brand fonts so type is not over or under whelming. TEST on mobile. Can’t stress this enough. Don’t make it too large or too small.

The average attention span of an adult is 8 secs. With an email, you have even less. The hero section will tell the user everything they need to know about your campaign before deciding whether or not they want to scroll. Make these 5 seconds count. (the more compelling the imagery, the less you need to explain with words) .

Explain yourself. Below the fold, include plain text copy to add color and/or context to the Hero. Don’t put everyrthing in the hero. Give your audience a little room to breathe.

TEXTURE + CONTEXT: After the hero section and main body text, this middle section adds additional texture to the product. This section is great for: highlighting lifestyle images, product breakdowns, Testimonials Rewards programs UGC

Test. Test. Test. While we have broken down the basic anatomy of generating emails that convert… pay attention to your audience. What works for some audiences doesn’t work for others. Only test one element at a time and try two test for the same element. Test subject lines, CTA button colors, background colors, etc.