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It’s hard to remember a time when email was not apart of our everyday existence. With the number of email users in the world projected to reach almost 4.6 billion by 2025, we understand that emails need to stand out. Source: Statista

Your layout provides the groundwork for your message. This directs your audiences’ focus through the email and emphasizes how all the elements of the message fit together.

Here are a few tricks to help out:

Make it Clear Who's Sending the Message
When using HTML formatted email formats, make sure your audience knows who the email is coming from by ensuring your logo is prominently displayed at the top.

Keep Visual Continuity with Your Brand
Design cohesiveness will make sure the overall look and feel of your email ties in with your brand. This should flow well and match the aesthetics of any pages you are driving your audience to visit.

Place the Call to Action (CTA) in the Forefront
With the majority of recipients viewing the very top portion of their email, they make quick decisions about whether the communication is worthy of their time. Make it count.

Plan for No Images
Some email clients block images in messages; unless the user opts to see them. Headlines and the body of your message play crucial roles. Avoid embedding critical content in images – plan for no images.

Place Main Images High
Most recipients do opt for images, and their eyes are attracted to striking images over text. Strategic placement of images in relation to text is important, and once you have their attention, they will continue reading.

Use HTML Fonts
Stick with the basic web typefaces, i.e., Arial, Verdana, Georgia, and the other easy to read options. The font should not overtake the message being delivered, and compliance with the widest range of email clients and computer platforms will deliver consistent visual performance.

Keep the Design Responsive
More than half of emails are opened on a mobile device, so it’s important that your email presents best in all environments. Responsive email development is paramount.

At this point, if you are still on the fence when considering the importance of email communication – think about this: Over 85% of business professionals report that they prefer to use email when communicating. Source: Hubspot

With a consistent layout, you can make a lasting visual impression that is easily replicated throughout your current and future marketing efforts. Smart, efficient practices will allow you to focus on building more relationships.

Aedieno is a boutique creative agency. To discuss smart email marketing design and best practices, please contact us.

Updated 2022

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