Email Design

Go against received wisdom in email marketing

Let me confess from the beginning that all I’m suggesting is that following the data blindly can often be a poor option. For email marketing, data is a tool, nothing more. It needs to be kept sharp, but be careful of stabbing yourself. Let’s say that you want to split test a new email design. … READ MORE »

Try something new in your template redesign

When faced with the choices of free email marketing templates, it is all too easy to panic and pick the next one on the list. That’s the problem with choice. A better way is to have some idea of what will suit your product before a new email marketing campaign. It will be no relief … READ MORE »

Is ‘Buy British’ effective in email marketing?

Never go against history. If it did not succeed the first, second and third time, try something else. The past has an inertia that is difficult to overcome. Keeping that in mind, is there any point for having an email marketing campaign focusing on British products? ‘Buy British’ failed in 1931, failed again in the … READ MORE »

Using Brexit concerns to boost your ROI

The UK has one of the lowest ‘buy locally’ beliefs in the world; for food products it is 51% compared to 63%. It has been suggested that this will change post Brexit. If you have British-made products in your lists, now is the time to start planning email marketing campaigns. Whilst buying British is often … READ MORE »

Is it beneficial to follow email design trends?

Even if you seek out trends in email marketing design in the hope they will give you some idea of what’s ‘in’ at the moment, you might have overlooked the various annual graphic design awards. As an example of self-indulgence they are nowhere near that of the Oscars, but there does seem to be an … READ MORE »

Is there a perfect typeface for email marketing?

Is now the right time for you to change the branding for your email marketing campaigns? There should always be a reason for change, but given the number of free email marketing templates you have available, if you have been running with the same old predictable appearance for email after email, that is probably reason … READ MORE »

white space is the secret of email marketing

The Japanese word Ma confounds reason. Online you will find multiple translations, some of which contradict one another. There is a general consensus that can be summed up as the gap between objects can be as important as the objects themselves. This is useful to bear in mind when designing an email marketing campaign. Given … READ MORE »

Nothing beats something in a marketing email

It seems odd that so many graphic designers seem a little scared of nothing. You receive a marketing email, or visit a website, that is so cluttered that you don’t know where to look first. Email marketing requires control. We need to direct the eye in those few seconds we have to get our message … READ MORE »

Candid or posed; which is best for email marketing images?

I have been both an article writer, submitting unsolicited manuscripts, and a magazine editor, and I can assure you that the acceptance rate of articles are much higher when they are accompanied by images. Candid images, or at least those that appear unposed, increase the rate dramatically. There is a lesson to be learned here … READ MORE »

The best way to use video in email marketing

It will probably come as no surprise to you that video is making great inroads in email marketing. It was the latest thing a couple of years ago and to a certain extent still is. It’s not always a good idea to just jump on a bandwagon, but now it has become established, you might … READ MORE »

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