Originally published in the January 2013 Edition of Thoughtspot.
In the guide, Startups: This is How Design Works, Wells Riley uses this definition for design:.
De•sign [dəzajn] is a method of problem solving.
The simplest definition. Design is so many things, executed in many different ways, but the function is always the same. Whether it’s blueprints, a clever UI, a brochure, or a chair – design can help solve a visual or physical problem. (source)
Just as with a blueprint or a brochure, design is essential in email marketing. A well designed email begins to solve the problem of spam filtering and leads to more clicks and ultimately more customers. But how do we get there? How do we, the little guys, design good emails?
Before You Design
- Start with an objective. Why are you sending the email? What is the goal? Design becomes easier when you have an objective in mind.
- Consider the type(s) of content you will be sending. It will help direct your design efforts.
Major in the Minors
- Match your current branding. Use colors, fonts and language that aligns with the branding seen on your website, brochures and other marketing materials.
- Don’t copy and paste text or HTML directly from Word. It will bring in unwanted tags and can greatly affect your email design and break your code.
- Emails should be no larger than 600 pixels wide. [Hint: We've designed all Swiftpage Connect email templates at 600 pixels wide.]
- Ditch the weblike navigation. Most of the time it doesn’t render well on mobile devices and it’s hard to click with a finger