Email marketing is an effective way to reach out to your customers and increase your ROI. According to a survey in 2021, 4 out of 5 marketers said that they would rather give up on social media than email marketing.
The growing value of email marketing is quite evident. However, if your email design isn’t up to par, you could be losing potential customers. In this blog post, we will discuss the top email design trends for your business and how you can implement these trends in your email marketing campaigns.
1. A Touch of Personalisation
A personal touch in email design can make your brand appear more trustworthy and boost customer engagement. This trend is on the rise because of its effectiveness. According to a survey, 74% of marketers say targeted personalisation increases customer engagement.
There are many ways you can personalise your email design. You can use the recipient’s name, their location, or what they’ve ordered from you in the past. However, be careful not to overdo it. Too much personalisation can seem intrusive and spammy.
Take a look at this email from Spotify. It makes the most of personalisation by making the recipient feel like they are being rewarded for using the music app. The email ends with a compelling CTA that helps to ensure that the user is actively using the platform and is constantly reminded of value.
2. Mobile Optimized Design
A March 2021 study showed that the average email open rate was 16.97%, with a 10.29% clickthrough rate. These numbers have been steadily increasing over the years as more people are opening their emails on mobile devices. This trend is expected to continue into 2022 and beyond, which means that you need to optimise your email design for mobile users if you want them to open and read your messages.
Mobile optimisation will help increase engagement by sending cleaner and shorter emails. They will also be easier to navigate and provide a better user experience. Here’s an example of an email that is mobile-optimised by Target Internet. Notice how the content is easy to read, and there are no intrusive ads or sidebars.
3. Dark Mode Compatibility
The dark mode is a popular trend that has become even more widespread since it was introduced in iOS and Android Q. Dark mode email design not only makes reading easier, but it will look sleeker and reduce power consumption. However, this can be tricky as some email service platforms automatically move to dark mode. It means that certain colours and other aspects are inverted, which poses a challenge for designers.
Take a look at this email by litmus in the light and dark modes.
4. Maximalism is now.
When you think of maximalism, think flashy designs, bold fonts, and vibrant colours. Maximalism makes your email loud enough for it to grab attention. Here are a few ways to incorporate maximalism in your emails:
- Use bright colours: Bright colours will help your email to stand out from the rest.
- Use big and bold fonts: This will also make your email more visible.
- Use many images and graphics: Graphics are eye-catching and can help communicate your message better.
- Experiment with different email layouts.
Here’s an example of an email by Misguided that attracts attention with its maximalist design. It’s loud, colourful, and busy, but it still manages to get the point across.
5. Interactive and engaging components
By incorporating interactive elements into your email, you can engage the reader more. It could be something as simple as a CTA that takes the user to a landing page or even an animated GIF. Some other components include
- Interactive quiz: This is a great way to engage the reader and test their knowledge.
- Interactive videos: These can be used to introduce new products or services.
- Embedded social media posts: This will help keep your readers engaged with your brand on social media.
Here’s an example of an email by Moo that makes you want to “open” the email. It’s interactive, engaging and has a cool CTA that makes you want to know what’s in store for you.
6. Capture it with data
Consumers today are more aware and woke. They understand marketing tactics and are more likely to unsubscribe from your lists if they feel like they’re being spammed. It means that you need to be smarter with the data you collect and use it to be beneficial for both you and the reader.
When you include numbers and data in your emails, it makes them more trustworthy and will help you gain your reader’s trust. There are many ways to add numbers in your emails, such as
- Price comparison
- Product inventory updates
- Sales statistics and figures
This email by Buck Mason is a good example of how you can use data to your advantage.
Which email design trends should you choose?
There is no one-size-fits-all answer to this question, as the best email design trends to choose from will vary depending on your specific business and audience. However, some of the trends mentioned in this article are more popular than others, so you may want to consider using them in your next email campaign.
When choosing email design trends, a few factors to consider are
- Your audience: Choose a design that will appeal to your target audience.
- The purpose of the email: You may want to use a different approach for marketing emails and informational emails.
- Email content: Some designs will not work well with certain types of content, so this is also something you need to consider.
The Bottom Line
A good email marketing plan combined with the correct email design trends can help you raise open rates and ROI, but it’s also crucial not to lose sight of what constitutes a successful email.
Choosing the right email design trend is just one way of increasing your ROI. You also need an expert who can create beautiful emails that stand out from the rest and help you achieve your business goals. If this sounds like something you are looking for, contact us at Litmus Branding. A digital marketing company in India, we offer end-to-end email marketing services that will help you increase your ROI and reach your target audience.