Why my email marketing isn’t working: 5 email design mistakes to avoid in 2021
Your email marketing isn’t going anywhere. Neither because of the copy nor the timing?
Then, one question for you: How do you get people actually read your messages, and like, ideally convert?
Is that your attractive discount? Or your informative content?
Well, maybe.
But there’s an even greater response to this question. And it’s all about an eye-catching email, or in the other words, email design. According to Brain Rule by John Media, people can just remember 10% of the information that they hear or see after 3 days, but they can memorize up to 65% of the text if it’s added a picture. Moreover, mailbox providers also mark “spam” for emails with layout and design mistakes which is reasonable to pay attention to the email template design.
When it comes to “design”, most of us, who are not designers, believe that designing or visualizing isn’t really…our thing. Don’t worry, by following this article, you, yes you, can realize which of your design is going south, thus build a good-looking and effective email design when crafting for the next email campaign.
Using too many different email styles
Okay, we all love the differences but the audience may not. They would find it more difficult to remember and understand you if they have to digest a new style of email each time. Therefore, a consistent email design will aid you to build a good awareness for your subscribers, plus make you unique and outstanding over others.
Using text-only
It makes sense that you want to convey enough information to your audience. However, for most cases, adding too much text will lead to customers losing track, they don’t know where to start & where to click and then BAM, they bounce! Instead, offer your readers a taste of the content, then guide them to a landing page where they can learn more.
Adding images only
What will happen with an image-only email?
- Images will not show off — the most common situation: photos are blocked by 43 percent of people’s email providers. Many that send out image-only emails are not reaching inboxes as effectively as they can. Most email users would not take the time to unblock the photos, particularly if they are using mobile devices. So, unless your email template has alternative text in place of the blocked image, readers would not be able to see it.
- If you included a promo code, there’s no chance that people can copy and paste to apply it easily, which can cause a hinder to their action.
Using too many color schemes
Many brands stand out from the crowd due to their unique color schemes. Think about Mc Donald. Your mind will slash with the yellow background and red elements right away, won’t you?
As a matter of fact, people are trying to catch customers’ eyes with a too colorful and unique design, which will soon realize what they’re doing may lead to being counterproductive. Take Cotton Bureau for example, they created an email with many eye-catching colors, however, this seems a little over.
The issue is that the colors are blotted with random pinks and teals, which detract from the overall “warm” and “easygoing” vibe that this email style is attempting to convey. Instead, you can use up to 3–4 color schemes in an email, and from that base, play with different shades and hues. In case you want to pop a surprising color to attract attention, it would be better if you place it well, for example, put it with a CTA.
Embed a video
A good way to convey your message instead of text is video. People love watching videos as its quickness and responsiveness, however, having them in your email template is not always a good idea. When video players fail to play properly or are not built with email responsiveness, they can result in broken connections or slow opening rates, creating nothing more than a headache for the subscribers.
To make it easier, you can create a video thumbnail and redirect your video to a video platform (such as Youtube or Vimeo) when customers click so that they can enjoy a full-length video without any hassle.
Wrap-up
What happens if you’re sending a bad email? It’s not just about losing one-time marketing opportunities. It’s also about losing confidence and reputation in both you and your company. Therefore, before clicking the “send” button, make sure to prepare yourself with Optimizing your email design layout to get more clicks
