1 min read

Email design – 7 essential elements

Written by Andriy Boychuk
1 min read

When you design for emails, it’s not only about the looks, but also about deliverability and conversions. Email service providers are finicky these days, but luckily there are best practices you can follow to make sure your email not only looks good, but also lands in your customers’ inboxes and drives revenue.

In this video, we cover 7 essential elements and share the do’s and don’ts of an effective email design.

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– Seven essentials of email design. Hey, this is Andriy creator of Flowium email marketing agency, as well as this YouTube channel. And in today’s video, I would like to show you and walk you through seven essential elements of email design. I will show you different examples from different company, emails that I received from different companies and explain you what they did great and where they need some kind of improvement and why. So number one, the top part of your email is the logo. And for this example, I’ll use Magic Spoon email, so here is a Magic Spoon they doing great job. It’s very simple sometimes as you can see. Half of the cereal they put here, but it’s very like clean, it’s small it does not attract a lot of attention, but it gives us the branding. So we can see the logo who they are and so forth. However, if I switch to their next email and this is a big, no, no, no. However, it might work because it’s kind of transactional emails. You see track order and us versus them. Why I’m saying this is bad example? Because we do not want to add any additional call to actions. So this is call to action number one, call to action number two, and people can click here. It’s not real call to action, but people typically click on the logo. So that’s why we do not like to use this kind of header. I would rather remove this so people can scroll and click on the track order or us versus them if they want to convey that information. It’s a great email. But if I care only about my order, I will click here or I click us versus them. So basically it’s too much information in the header. This email does not give me desire to scroll because too much information in the email. Like we always want to design like in this format, so people are scrolling from top to bottom and with one call to action. This email is perfect, as I said, like one logo, very simple and additional point about the logo in the logo, do not just put link to your homepage, put the same link which you use for call to action. For example, if you use shop now or back to abandoned cart, use that link and add it to your logo. So number two is the tagline. Some brands use a tagline under their logo, some brands use a tagline in the bottom of the email. Some brands don’t use tagline at all, but I’ll show you an example how one company does it the proper way. It’s very simple, and well-designed. So the company is RSVLTS, and this is their email. This is the latest email I received from them and their tagline as you can see here at the bottom, Dare, Mighty, Things, it’s well-designed and well-placed in the email so it does not obstruct or does not break email weirdly it’s in the flow. So it’s correctly placed and work perfectly. So, the third component is a hero image. A lot of people asking me, how can I design like 50 emails, 60 emails? And like, for all those flows? Recently, we released our new course, “Customer life cycle” where we include I believe 10 different flows and approximately 40 or 50 email the person used to design, to cover all flows and all emails. And people ask me like, how can I design so many emails? And the advice we give them do not design each email as a unique email, create one template and just design the hero image. So here’s an image of the Training Mask brand. As you can see, they have one template, every email looks the same, like almost exactly the same, but the copy is different, call to action is different. But what they really designed and changed is this hero image. So first of all, it will save you a lot of time. And second, it will keep your emails simple and consistent. So number four is a body of your email. So where you put all of your copy. The great example is Hydrant and I will show you, yes. So here’s their email, as you can see, they do the one hero image and this is, oh, they also have the footer. So in this case, they need to do two image design. But what I said in the previous point about hero images, we highly recommend to start with one because it will add you a lot of work already and in the future, you can revise and maybe add more images. But anyway, they do the nice layout. I like their title, great title, some copy and everything well laid out and very clear. Not too much text and also a nice space between paragraphs. And an additional thing, I like that they have one CTA. Remember what I said on the first part about Magic Spoon, where they had few options in their header, in Hydrant, as you can see clear logo, hero image, one call to action, clear call to action. And here’s another one. I mean, it will direct me to the same things, but it’s, very clear as you can see. Like the structure you see? And even if I scroll down it is the structure. So it’s very clear on drives you from one part of your email to the next one. It’s very clear design and nicely layout and easy for eyes. Text is not too small, not too big, not too, like formatted correctly. I like this email a lot. So number five is product carousel. It’s optional, you don’t have to do it, especially if you don’t have many products, however, I’ll show you how it’s done and give you some example. So here’s a brand Sports Edit and they have big images, which is totally fine for their brand because they’re visual. But as you can see here, they have a running and they show you different kinds of brand products. So they show you the jacket, and then the shorts, then sneakers, and there’s few other sneakers. And if you use a software like Clive or any other software, that dynamically pool product, which shows on your shopping behavior, your conversion will be much, much, much higher because person will see the product they’re most likely to buy. Okay, number six is store category. I know a lot of brands like to include store categories. Like let’s say you’re a sports store and like shoes, pants, t-shirts and so forth in the top of the email. But remember, email is not website. You don’t have to have navigation menu in the top of the email. And it’s one of the mistakes I covered in the video about email design mistakes. So the video was called five email design mistakes. I strongly recommend for you to go and watch it. It’s very short watch, but if you watch it, you will stop doing those mistakes. If you’re doing them or it’s just a checklist for you. Okay, are we doing those or not? And I explain why those are mistakes. I’ll show you example about store category and their right placement. So here’s the Design Public company. As you can see, they have a shop favorite, and this is their store categories. And it’s not included in the top. So a person will have to scroll and see it here. And also I want to show you the Puttery Barn and Lahser furniture brand. They’re doing the great job as well. At the bottom, they show you see bestseller bedding, pillows and so forth. So those are categories, but they are in the bottom of their email. And yeah, and this is to my previous point, the product carousel you see recommended just for you. So I’m not sure what software they use. However, I think those were pooled based on my purchase behavior or my browsing behavior, which is, I mean, it’s AI artificial intelligence, but it’s very cool and it will help your store get more money and more conversions, more sales. Number seven is the social CTA. Each folder it’s not, might not be as effective that each person will click on it, however, it’s a standard you need to include a social icons so person can easily find you. If somebody wants to follow you on Instagram and they do not know your Instagram, it’s second nature right now just scroll down, to the folder to click on Instagram or any other social media they want to follow on. I will show you here a few examples. So here’s Barukas brand and this is how they show it. Discover the healthiest nuts in the world, I believe this is their tagline. And simply they have just two social icon and we can follow them on Instagram or Facebook. Another example, Training Mask does it the right way as well. Oh, in Training Mask I want to point out that they doing the carousel for Instagram and if I click here, it’s supposed to go to the Instagram page. Yes, this is correct. So I like, not just, they don’t show just an icon, Oh, sorry. They showed icon right here, however, in addition to the icon, they show visual, like what’s going on on that specific social media. And I believe they want to drive majority of their traffic to Instagram that’s why they show snapshots from Instagram here. Okay, and the last one is Designed Public right here. So yeah, just simply follow us. And they doing the same thing, GIF of their Instagram images. It’s just visually appealing and you want to click on that. And the bonus tip number eight, I know I didn’t say that in the beginning of the video, but I just saw the great example on Puttery Barn, and I would like to mention it. So if you do some kind of promotion, let’s say month of discounts or months, let’s say you’re trying to promote your loyalty program or you’re trying to promote your app design. What you can do is like in Puttery Barn, sorry. It’s hard to pronounce for me. As you can see at the bottom, earn 10% back. So they basically cross promote or just promote their credit card. And they include this banner probably in all their emails. So let’s say if you promoting your loyalty program, you can add the banner to all of your email. As Firestone, unofficial e-commerce king, he call it PS banner. And he uses for his BOOM by Cindy Joseph I believe a brand. And yeah, so he also included that PS banner tool in his emails. I hope it helps. If you have any additional questions or ideas about email design blogs, please leave them under this video and also if you’re new on this channel and not subscribed yet, please subscribe to help our channel to grow. And yeah, if you like the video click like, and again, leave your questions below, I’m checking them daily and responding in a few days or sooner. So yeah, I would like to answer your questions. Thank you, bye.

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