Happy Monday!
Today is all about 7… with our Email Marketing Tip #7 of 7 quick and easy tips for your email creative! No matter what level of HTML design you are, all of these tips can be implemented into templates or custom HTML alike.
Simplicity. It’s the old KISS metaphor (Keep It Simple, Stupid). You should understand the basic principles: a simple call to action, buttons, text links and image roll-overs make quick comprehension easier. If it doesn’t pass the scan test, then it won’t be compelling.
Typography. You don’t want your message to resemble a ransom note. Keep typography to two or three fonts and styles at the most. If you don’t have brand guidelines that detail typefaces or if you haven’t modified these for e-mail, you should.
Type size. Pretend you’re designing for your grandmother. If she can’t read 8-point type, don’t use it.
Color. Go back to the principles of design and use contrasting colors, but do so for the right reasons: to draw the eye, reinforce a value statement, and amplify the call to action. Also remember to use background colors that are pleasing to the eye (not neon yellow).
Proportion. While the e-mail industry has migrated to a concept of design in which the top 200-300 pixels are a virtual banner, too many designs have disproportionate layouts (almost like an hourglass). Your e-mail should flow smoothly and be evenly distributed if your intent is for the reader to flow through content.
Border patrol. Not every picture needs a frame. Borders can enhance an image, but they can also stop the eye along its natural scanning path. You can ruin a good design with too many frames and boxes.
Be Creative. Don’t get me wrong, templates are great to keep your subscribers familiar with your brand and layout, but don’t let that be your excuse to get stuck in a email marketing creative rut. Switch it up, even if it’s just for the holidays or a special promo. Case in point- the excitement you get when going to Google.com and trying to figure out why their logo is different that day.
Happy Emailing!
Lindsay
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Filed under: Email Creative, Email Marketing Tips
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What are some of the tips for awesome email creative that we missed? Let us know what works for you!
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