During my webinar and online workshop on August 18th I went through vital points of design in email marketing. While I talked a lot about design for MailChimp, this presentation is ideal for diving into email marketing design essentials as a general topic.

1. MailChimpTemplateDesign
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Design and Digital
Dawn Osolinski
18 Aug 2015

2. Permissiontotry something new, permissionto
fail, permissionto embarrassyourself,
permissionto have crazyideas.
Giveyourselfandyourteam
permissionto be creative.
Ben Chestnut, MailChimp CEO

3. Email is Not
Dead

4. 7 INSIGHTFUL EMAIL MARKETING STATISTICS
Over 50% of respondents say they read most of their emails.
HubSpot, 2015
65% prefer emails that contain mostly images vs. 35% who prefer mostly text.
HubSpot, 2015
Email content and design (79%), campaign management (74%), and contact management (74%
percent) rank as the three most critical aspects of an email.
Salesforce, 2015
43% of businesses have email teams of 2-3 people.
Salesforce, 2015
Smaller emails, which tend to be more targeted, have the highest open and click rates.
Informz, 2014
91% of consumers use email at least once a day.
Capterra, 2014.
Over 70% of mobile purchasing decisions are influenced by promotional emails.
ExpressPigeon, 2014

5. Design to
Inspire

6. TIPS TRICKS ON DESIGNING FOR EMAIL
Keep the Message Clear
Think clean, simple and focused. Design
should enhance your message, not draw the
reader’s eye away from it.
&

7. TIPS TRICKS ON DESIGNING FOR EMAIL
Optimise Images
Controlling the image dimensions helps to
ensure that your template maintains structure,
essential when creating a grid based layout.
&

8. TIPS TRICKS ON DESIGNING FOR EMAIL
Control Alt
Adding user friendly alt names helps your
reader to ‘read’ images when graphics are
blocked by default in their email client. This
fills in the blanks and builds trust.
&

9. TIPS TRICKS ON DESIGNING FOR EMAIL
Image isn’t Everything
Plain text really comes in handy for text based
email clients. Besides doing wonders for user
experience, having a plain text alternative will
help to minimise spam triggers.
&

10. TIPS TRICKS ON DESIGNING FOR EMAIL
Inspire your Readers
Whether you want to increase online sales,
traffic or enquiries, adding a call to action to
your campaign is crucial for engaging your
audience and increasing conversions.
&

11. TIPS TRICKS ON DESIGNING FOR EMAIL
Accept Limitations
Email design is powerful, but it’s not without
limits. What looks great in Gmail may look
awful in Outlook. Test, test, and test some
more to perfect your design.
&

12. TIPS TRICKS ON DESIGNING FOR EMAIL
Only use Images when you Need to
Ideally, the only images you need to use are
photographs and logos. Everything else can
be based on HTML, including buttons,
headings and dividers.
&

13. TIPS TRICKS ON DESIGNING FOR EMAIL
Have a Plan B
Using custom fonts will make your template
stand out, but let’s not forget email clients
that are a little behind in technology. Always
specify system fonts as a secondary type.
&

14. TIPS TRICKS ON DESIGNING FOR EMAIL
The White Stuff
Don’t be afraid of whitespace. Leave plenty of
room between elements (headlines, images
and other elements) to create focus, engage
readers and produce great design.
&

15. TIPS TRICKS ON DESIGNING FOR EMAIL
Be Inspired
There’s a ton of beautiful emails on the web.
Browse though the collection, save them and
let them guide you.
Really Good Emails MailChimp Inspiration Email Gallery
&

16. Keep it Simple
to get the message across

17. S&H
Thinking Outside the Box

18. ACE HOTEL
DESIGNMODO
Taking Minimal to New Heights

19. ACE HOTEL
eCommerce Curation
SOUTHTREE
Brightly Does It

20. ACE HOTEL
eCommerce Curation
Solid Footer Design
SPROUT SOCIAL

21. bake
Design and Digital
Experts in Email Marketing
Template Design & Build Automation Training
+44 (0) 113 880 2033 sales@bakecreative.co.uk
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