In today’s digital marketing world, optimizing content for user experience (UX) is inevitable for better conversion. Regardless of the platform for which you’re creating content, you need to provide a smooth experience to your audience.
The same goes for your emails too. That’s why if you want to get a better click-through rate and boost your revenue, you should design your emails with UX in mind. The key considerations for email UX are clear message, readability, easy navigation, and mobile-friendliness.
Wondering how to design an email for improved UX? The following tips for email UX and design best practices will help you make your emails user-friendly and responsive.
Email Design Best Practices 2022
Design Emails Using a Quality Tool
For designing emails, quality email marketing is essential for every business. Since most of the SaaS email marketing tools come with a drag and drop editor, designing is not difficult. It will save your time and allow you to make changes with ease whenever required. Also, due to the availability of numerous UX email templates on the software, you will have a basic idea about the current trends in email designing.
In addition, through a quality email automation tool, managing your email campaigns is hassle-free. Another added benefit of these tools is that you can experiment with your email design and also test them before sending it to your entire contact. Also, you should be able to track the performance of each email through the software’s advanced metrics.
Structure Emails for Easy Navigation
For UX, a logical and well-structured email is crucial. It will make it easier for readers to navigate through your email. Humans have a lower attention span than a goldfish, which is only eight seconds. That’s why you need to grab the reader’s attention asap. For this reason, structuring helps as it allows your most important message to catch the eye instantly.
Here are some best practices for structuring the emails:
- Use prominent headings and divide content into subsections.
- Use SaaS email marketing templates that are mobile-friendly.
- Ideally, you should use ‘S’ or ‘Z’ pattern templates for newsletters.
- For shorter emails, an inverted pyramid ▽ structure that ends with a CTA works best.
- Keep the content length shorter ideally, from 50 to 125 words.
- Use only one prominent CTA so that the goal is clear.
Make Them Interactive Through Visuals
It is also essential to make your emails visually appealing. It will not only increase readability but will also make your emails attention-grabbing. In addition, visuals will provide breathing space between large content chunks. With the help of visuals, you can illustrate the details, add the element of humor, and give life to your emails.
Besides, it is not necessary to use only images or videos. You can also use emojis, animations, or icons. This will help you in breaking the longer paragraphs and make the content interactive.
Typeface Must Not Hinder Readability
You would also need to choose an accurate typeface that does not affect the readability of your emails. Often, marketers make the mistake of using funky fonts to make their emails interesting. However, it only makes emails harder to read and affects the user experience. Another common mistake is to use smaller font sizes which also hinder readability.
Here are some best practices for the typeface you use in your emails:
- The body text should at least be 16px.
- Use basic fonts like Arial, Georgia, Tahoma, Verdana, MS, etc.
- Avoid using colors in body text except for the hyperlinks.
- Ensure that your headings, subheadings, and CTAs are prominent.
Optimize Email Loading Speed
If your emails take longer to load, you cannot expect a better conversion rate. That’s why you should always test the email loading speed through a SaaS marketing automation tool.
Here are a few tips that will help you in optimizing the email loading speed:
- Keep the email size limited to 102KBs.
- Compress all the images and ensure they are not larger than 1MB.
- Use Google fonts, as they are compatible with every device and browser and take less time to load.
- Avoid using multiple columns in your emails.
- If necessary, compress the HTML and CSS files.
As an email marketer or designer, you must know the importance of email user experience. Because if you are not employing a user-centered approach, you will be hurting your revenue. To help you design emails correctly, we discussed a few tips and best practices for enhancing UX.
To provide a smooth experience to your readers, the notable things are good readability, easy navigation through content, mobile-friendliness, and a better loading speed. And you can easily maintain all these if you use a quality email automation tool.