The Email Layout that is visually appealing and relevant.

 

How many emails land in your inbox each day? Do you read everything? At Dundee Internet, I sort through over 100 emails daily, despite having a robust spam filter. I prioritize by subject.  I find I am drawn to an email layout that is visually appealing and relevant.  These types of emails get more of my attention.

Given that the average online attention span is only about 8 seconds—a fact supported by numerous studies—the design of an email must quickly grab attention and convey its message effectively. This is especially true with digital marketing.

Digital marketing often suggests social media, which, while effective due to its dynamic nature, can feel repetitive. I imagine graphic designers are continuously updating visuals to keep pace with trends on these platforms. Furthermore, search engine ads, which usually contain a lot of information, present the challenge of packing content into visually appealing formats.  No so with email marketing.

Email marketing differs from search engine advertising in several keyways. While search engine ads often need to keep up with the latest trends and typically aim to collect digital data (with the user’s consent), email marketing primarily targets an audience that has opted in. This focus on willing subscribers allows for a more directed and potentially more effective communication strategy. It’s success hinges on compelling copy and strong offers for products or services.

Regardless of how captivating your copy is, it won’t be read unless presented in the right layout, format, and color. Much like a dirty restaurant might deter diners, even if the food is excellent, a poorly designed email can turn readers away, affecting your engagement rate. This underscores why the design of your email is so critical.

To enhance engagement and interaction, certain components of email design are essential. This starts with:

1. 
   
   Email Layout: The structure of your email guides the reader through your message. Clear and legible layouts are more likely to be read. Common formats include: 

• Single Column Layout
  
   Simple and mobile-friendly, ideal for newsletters and marketing emails focusing on content. Features a simple vertical design that adjusts well to narrow screens.
  
  
  
• Multi-column Layout
  
  Suitable for detailed marketing email. Use of multiple columns supports complex arrangements of text, images, and links. Good for desktop viewing.
  
  
  
• Inverted Pyramid Layout
  
  Captures attention with a broad header followed by supporting information and narrows down to a call-to-action (CTA. Perfect for promotional emails.
  
  
  
  
• Zigzag or F-shaped Layout
  
  Alternates images and text to guide the eye in an F-shape pattern. The engaging layout maintains reader interest through visual flow.
  
  
  
  
• Sidebar Layouts
  
  Combines a main content area with a sidebar for additional links or ads. This is commonly used for informational and e-commerce emails.
  
  
  
  
• Modular Layout
  
  With a grid or block system, this layout is flexible. It allows arrangement of content blocks, ideal for frequently updated emails.
  
  
   
  
  
  

2. Alignment: How text is positioned within the email.

• Left Alignment: Text is aligned to the left margin of the email and is ragged on the right. This is the most common alignment in email design because it is easy to read and follows the natural reading pattern of most languages, left to right.
• Right Alignment: Text is aligned to the right margin and is ragged on the left. Useful for aesthetic purposes or to highlight specific elements.
• Center Alignment: Often used for headings, titles, or call-to-action buttons to catch the reader’s attention but can be harder to read in large blocks.
• Justified Alignment: Text is aligned evenly along both the left and right margins, creating a clean and formal look. Problems with spacing between words make it less ideal for body text in emails.  

3. Typography: The choice and arrangement of typefaces (fonts), size, and style to make written content both legible and visually appealing

• Most select typefaces referred to as web safe fonts.  These fonts include Arial, Helvetic, Verdana, Georgia Times, and New Romain.  The use of Web Fonts (which are other fonts that may be used to emphasize your email message, may not be viewable by the recipient, if their computer does not support them, so they will see a web safe front instead.
• Select an appropriate size for text for easier readability. A general rule for emails is to use a minimum font size of 14px for body text and larger sizes for headings. And the style of the font, such as bold, italics, or underline will highlight certain parts of the text.

4. Images: Use images to enhance your message.

• Images, when used can increase the appeal of your message.  And here size matters! When designing you must consider things like the file type (is it a static image, or animated), the size of the image, and the download speed.   Keep the image under 1M for the best results.
• Keep the image relevant to the content, and if it is not an original image, check the licensing. Always add descriptive alt text to the images. Avoid all-image-based emails.

5. Buttons: Buttons in an email message are normally clickable and used for (example) CTA (call-to-action) scenarios

• Buttons are downloaded as images, but the recipient who has turned off his images when downloading email will never see them. Therefore use ‘bulletproof’ buttons made with HTML and CSS. They display consistently, even if images are disabled on your recipient’s device.

6. Color: Choose colors that work with your brand identity and the purpose of your email.

• Colors can affect how we feel and react. It’s important to choose the right colors in emails to make sure you’re communicating effectively.
• Different brands might pick different colors to show who they are. Some might use soft, single-color schemes, while others might go for bright and bold colors.
• The colors used can also depend on the email’s purpose. For holiday campaigns, the colors should match the occasion. For example, St Patrick’s’ Day emails might use different shade of green, while Black Friday emails typically feature black or red.

Finally, always test how your emails render on different devices, including PCs, tablets, and mobile phone.  Make sure your messages look great everywhere.