8 Design Factors that Influence the Subscriber

Marketers often concentrate on developing creative copy and a great layout for their emails, but the biggest thing to consider is the experience of opening an email. Email marketing and your design need to work together to maximise potential. Here we show you 8 design factors that influence your subscriber:

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1. The Sender: Sender recognition is important. Many times this will be the first thing your subscriber sees. Is your ‘from’ name recognisable? Is it trustworthy to external audiences? Avoid ‘no-reply’ or other non- friendly addresses.

2. The Subject Line: Usually only 50 characters stand between you and the trash bin. Is your subject line relevant and interesting? If not, then your email probably won’t make it. Try to avoid using internal language that may confuse your audience.


3. Snippet Test: Some email programs, like Gmail, Outlook and email on iOS and android, use snippet or preview text next to the subject line. This is usually less than 100 characters, and is pulled from the first paragraph of your email. Make the most of the opportunity, include a call to action, build on your subject line or use it to add value.

4. Image Blocking: A large problem that campaign creators have to contend with is image blocking. For the majority of email clients, images are blocked automatically:

image blocking stats

Combat this by avoiding all-image emails (which will probably get blocked by spam filters anyway), by using alt text, or coding to create the illusion of an image.

5. The Preview Pane: Some email programs will show a portion of the email in the ‘preview’ or ‘reading’ pane. Use this space to your advantage. Place interesting content in this 300px by 400px box to encourage the reader to open the full email.

6. The Inbox: The Inbox is the wild west of email marketing. Your email will have a lot of competition to contend with. Does it look spammy next to other messages? Does it contain interesting information or the subscriber?

7. The Click-Through: Include a clear call to action in your email. Ask yourself: what will make a recipient click? Provide clear information to your subscriber to produce more clicks.

8. The Landing Page: The reader’s experience doesn’t end in the inbox. Landing pages should follow on from your email content. Inconsistent and cluttered landing pages, and missed expectations will frustrate your users. And don’t forget mobile – make landing pages mobile friendly where possible.

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