Email Design: More Than Just a Template

Over the years, we have done numerous digital designs for various communication pieces and one thing that often stands out is our work done when designing emails. Never underestimate the power of a good email. If done right, it’s an opportunity to tell more of the story and take the customer on a visual journey as they scroll down the page.

When receiving emails, it is important to think like the customer first. Often our own professional background can get in the way, but when we begin to prioritize quality over quantity, an email can become so much more than a generic template; it is digital storytelling at its finest.

Below are a few timeless trends we recommend that can help you elevate you next email design.

#1) Animation:

In the world of online content, we have found that a well-placed looping animation goes far with audiences: solidifying its spot on lists year after year.

We’ve seen the importance of adding animation to emails and when used sparingly, it can be a great way to add that little bit of excitement in a flooded inbox to boost consumer engagement and click through rates.

You don’t even need to be an Animation or After Effects pro to add some subtle movement to your emails. Something as small as having the product or call to action move slightly captures your attention and hints you to “shop now” or continue through to the site. Adding a small video or looping gif, if you have the capabilities, can serve the same purpose (keep file size in mind as it may not load for everyone). Additionally, making quick use of Photoshop’s timeline tool to create a catchy stop-motion graphic can also help lead the eye to a specific product. Merely giving your subscribers something fun to watch will keep them engaged with the email a little while longer. Overall, animation can do a great job of enhancing your content that much more.

#2) UGC

Being aware and current can be more important than being trendy. Several months into COVID-19 the onslaught of emails talking about “unprecedented times” saw no end. We found many companies trying to jump on the bandwagon, and from the lens of a consumer it felt inauthentic. Amid the pandemic and worldwide protests, it also gave companies another chance to step back and use their platform to turn a negative into a positive. Turn to influencers or your fan base! User-generated content (UGC) can be another way to easily engage with your audience. Consumers find it refreshing to see their own gender/race/age promoting a product. By doing this, UGC can cut through the noise and offer viewers something that’s not only relatable but genuine.

#3) “Think Outside The Box”

It’s a term that sparks a love/hate relationship in every designer. What we are referring to, though, are typical email templates. There’s nothing wrong with a minimalist approach, especially when time isn’t on your side. However, make sure there are other opportunities to stray away from the production line and serve your audience something new.

Early this year, Investis Digital was given a chance to design an email for a well-known brand. We were so excited with the opportunity to design for a brand with bold colors, photos, and youthful energy. As we reviewed the task request, we opened the layout recommendation provided by the client, and it all grounded to a halt. The reference included a box for a hero image, with a small left-justified paragraph and a single call to action button underneath. That was it. Our first reaction was a mix of confusion and disagreement because from our experience, this was a brand that could do so much more. Ultimately, we decided to propose a different approach.

As valued partners, it can be a delicate game you play with how far to push a design but in weighing the pros and cons, like a mathematical equation, you have to assess the client’s ask, what’s being promoted, the assets given, and the time you have to get it done. You certainly want to make the client happy, but they also hired you for a reason. We wanted to show our partner what we were capable of as a company and wanted to give them a stellar product that moved the needle to help them meet their goals. The result was something we were not only proud to give to the client but proud to put into our portfolio as well. Once everything came together, the end product did a better job of speaking to their brand and target audience, plus the client loved it!

When you zoom out and look at your email, at the end of the day, at least ask yourself this – if I was a customer seeing this for the first time, what would I think? Do your eyes flow down the page seamlessly? If I knew nothing about the brand or the product, would it make sense? A good gut check will never prove you wrong. When thinking about email design, take the opportunity to put yourself in your audience’s shoes and tell a story beyond the template.

To discuss our approach to digital communications, get in touch with our experts, or to support you on your next email campaign, get in touch with us today.