Use concise email design to improve campaign results

To improve the effectiveness of your emails it is important to not overwhelm users with choice and to not include any content with duplicate links. This concise approach to email design will not only improve the results of your campaigns but also reduce the time it takes to create them. Keep things simple People can easily be paralysed by choice. It’s easy to be quickly overwhelmed with possible options. The process of incrementally introducing information or options has been something the web has done well for decades now. You don’t need to show every colour shoe in your email. Sell some shoes first, get the person to visit your store and only then should concise email design slowly, incrementally offer…

Cutting edge email design

I was recently a keynote speaker at a European email summit in Amsterdam and was asked to talk about “Cutting edge email design”. Whilst researching emails for this event it struck me that one man’s junk can be another man’s treasure. The reason I say this is because it depends on your role or skill set as to what you see as cutting edge email design. I have selected three of the emails I used in the presentation to highlight some design techniques but also to show how important it is to know your audience and to design for them, not you. The first email we will look at is a Dogs Trust email designed to look great whether images…

Email Analysis: Homebase

Welcome to the second instalment of my email analysis series! For this weeks review, I’ve picked out a Homebase email from my inbox. To view the full email click here. First Impressions My first impressions of this email were very good. I enjoy the Homebase colour scheme, the contrast of the orange and green works well for me. The email has a lot of plain text, rather than text as images and features a variety of different layout elements. I’m also glad to report it is optimised for mobile devices! Layer by Layer Now lets break the email down section-by-section. Header The header follows the usual pattern of having a View in browser link in the top right. It then…

How to design an email using Sketch

Sketch by Bohemian Coding has been gaining popularity steadily since its release and is now on its third iteration. Many very large and well know companies such as facebook, Google, Dropbox and Twitter all have designers which use Sketch now. Sketch is a great graphics app for a number of key reasons. Firstly it is a vector graphics app so all graphics are scalable, and icons and designs stay pin sharp no matter the size. Sketch makes use of objects, slightly similar to the concept of smart objects in Photoshop but essentially an icon can be made up of multiple fully editable components. Sketch also has an inspector which makes adjusting layer styles and effects very quick and easy. The…